The 11th Shenzhen International Tourism Industry Expo

Since its inception in 2014, SITE has grown into a premier professional tourism exhibition in the Guangdong–Hong Kong–Macao Greater Bay Area, leveraging its strategic core location. The event has not only successfully connected global premium tourism resources but also continuously driven exchanges and development in the tourism industry across South China and nationwide through hundreds of high-profile summits and forums. In 2021, it was granted official certification by the Universal Exhibition Industry Association (UFI), elevating it to a professional exhibition with international influence.

In 2026, SITE will launch the initiative “Deepening Global Vision, Innovating Tourism Ecosystem”, guided by four core principles: scale enhancement, holistic ecosystem, experiential innovation, and pragmatic business opportunities. Focusing on three key value dimensions—immersion, interactivity, and sustainability—SITE is committed to building a cultural-tourism empowerment platform that seamlessly integrates global industry resources and precisely aligns with emerging business opportunities.

During the exhibition period, two industry-focused events—the 6th Shenzhen Study Travel Resource Expo and the 5th Shenzhen Self-Driving Tourism & Lifestyle Equipment Expo—will be held in tandem. These specialized exhibitions, with their deep focus on niche markets and vertical sectors, complement the main event through a “comprehensive coverage + targeted breakthrough” strategy, jointly unlocking boundless possibilities for the multi-dimensional integration of the cultural tourism industry.

Platform Advantages: 500+ exhibitors, 600+ exclusive guest buyers, 10,000+ professional visitors, 150+ domestic and international professional media, 500,000+ items of precisely invited big data entries, and 20,000,000+ instances of online exposure.

 Opening ceremony of the 10th Shenzhen International Tourism Industry Expo (SITE 2025)

Exhibition scene: visitors flooding into the SITE exhibition hall

3. Exhibition Scope (Exhibition Areas)

The 2026 expo will set up 12 specialized exhibition areas covering the entire cultural tourism industry chain:

(1) Beautiful China City Image Exhibition Area — Local governments and institutions, urban planning and design, green construction and operation, ecological restoration and environmental governance, green technology and smart manufacturing, digital empowerment, characters cultural IP, film and comic brands, cultural tourism integration industries, etc.

(2) Tourism Technology Exhibition Area (Low-Altitude Tourism and Culture) — Tourism software developers, tourism-related electronic products, AI-powered devices, entertainment tech products, low-altitude aircraft manufacturers, low-altitude cultural tourism operators, traditional low-altitude sightseeing experiences, low-altitude sports and events, aviation education and research, supporting services and infrastructure, etc.

(3) High-end Customized / Themed Tourism Exhibition Area — Group travel agencies, custom designers, supporting service providers, and complementary products.

(4) Exhibition Area on Overseas Tourism Resources — Overseas tourism bureaus, local travel agencies, shopping venues, overseas medical institutions, medical local arrangements, etc.

(5) B2B Resource Matching Exhibition Area — Domestic and international tourism bureaus, tourism agencies, scenic area developers, cultural tourism investment institutions, hotel groups, OTA platforms, travel agency wholesalers and local tour operators, tourism technology companies, and cultural tourism exhibition companies, etc.

(6) Exhibition Area for Hotels / Inns and MICE Tourism — International brand hotels, boutique design hotels, resorts, branded hostels, boutique and high-end homestays, rural homestays, motels, town travel agencies, event planning companies, PR firms, etc.

(7) Study Travel Zone — Study travel service providers, study travel bases (including industrial tourism), and related supporting providers.

(8) Self-Driving Travel and Living Equipment Section (Residential Wellness) — RV manufacturers, camping equipment brands, outdoor apparel and footwear, portable energy storage devices, self-driving tour routes and scenic spots, campgrounds and wellness communities, self-driving tour service platforms, vehicle rental and maintenance services.

(9) Intangible Cultural Heritage and Creative Products Exhibition Area — Intangible cultural heritage artisans and studios, intangible cultural heritage museums, art galleries, cultural and creative design companies, individual designers, cultural inheritance institutions and cultural and creative customization factories.

(10) Tourism and Transportation Exhibition Area — Airlines, cruise ships, high-speed rail, subway, group car rental, individual car rental, scenic area vehicles, low-altitude economy and innovation, smart mobility and technology, supporting equipment and facilities, etc.

(11) Food Travel Innovation Zone — Specialty restaurants and hotels, food streets, wineries, time-honored restaurants, local specialties and cultural heritage, intangible heritage food workshops, creative tableware and cultural products, food culture institutions, etc.

(12) Pet Travel Innovation Zone — Pet-friendly scenic spots, hotels, resorts, airlines that allow pets, pet travel insurance providers, portable pet supplies, pet travel food, pet travel essentials, pet behavior training centers, pet travel customization agencies, animal protection organizations, etc.

4. Exhibition Features and Highlights

(1) Dual-Driven Model: B2B Precision Matching + B2C Scenario Incubation — SITE further enhances its dual-driven model of “B2B precision matching” and “B2C scenario incubation”, creating a two-way synergy that facilitates efficient resource circulation in the industrial sector while deeply stimulating consumer demand.

(2) An Excellent Resource Hub Platform — The B2B side carefully selects professional buyers and supply chains, focusing on industrial upgrading, cross-border cooperation and technology empowerment. SITE is a premium platform for developing the cultural and tourism market in South China, providing a full-coverage B2B tourism resources platform with South China industrial linkage.

(3) Rich Meeting Content — Industry forums reveal industry trends; tourism and culture project promotion and investment conferences; tourism and culture-related symposiums, roundtable discussions and award ceremonies are held during the event.

(4) Efficient Business Communication — A dedicated B2B trade matchmaking zone offers a private space for reservations, meetings and business negotiations; the buyer negotiation area is bustling with frequent negotiations; SITE experts interact efficiently with exhibitors through product promotion and display.

(5) “Inbound Tourism” Special Planning — SITE 2026 will create an Immersive Inbound Tourism Experience Center—an Inbound Tourism and “China Purchase” Experience Area, including a Tourist Service Zone (visa facilitation policies, multilingual services and international tourism facilities), Tax Free Shopping and Tourism Retail, Payment Convenience Experience (credit card and mobile payment solutions), and Tax Refund upon Departure (tax refund convenience measures for international buyers).

(6) Professional Forums and Summits Leading Industry Thought — High-level, forward-looking forums will focus on inbound tourism policies, technologies and market trends, including the China Inbound Tourism Market Opening and Innovation Forum, the China High-Quality Innovation Summit for Inbound Tourism Service Products, the Low-Altitude Cultural and Tourism Forum, the Travel Industry Trends Development Summit, the Self-Driving Tours and Residential Development Forum, and the Pet Tourism Economic Development Forum. Distinguished guests include think tank experts from the Ministry of Culture and Tourism, representatives from international tourism organizations, tourism bureau officials, CEOs and founders of leading enterprises, and executives from top brands.

(7) Massive Media Promotion Matrix — More than 100 professional domestic and international media partners, massive offline channels (airport, subway, railway station, port and core shopping mall advertisements), online media coverage, 100+ vertical private WeChat groups, and an official self-media matrix with over 50 million exposures deliver direct mail of tickets and invitations starting from 100,000 copies and one-on-one invitations via phone, SMS, email and WeChat.

 B2B Resource Matching Exhibition Area

 International exhibitors communicating with professional buyers

 Professional forum and summit at SITE

 SITE Award Ceremony (“Travel Stars Shining” Awards Gala)

 Professional visitors at the SITE exhibition hall

5. Contact Information

In November 2026, we cordially invite global cultural tourism professionals, investors, and innovators to gather in Shenzhen for this industry summit. Let’s explore new opportunities and co-create a vibrant future for cultural tourism!