What happened
The 2026 China Cultural Tourism Industry Expo in Tianjin drew more than 2,500 cultural tourism enterprises from 20 countries and regions, along with 10 international organizations and national industry associations. Among the invited guests was Malaysian travel blogger Li Jiahui, who plans to create short videos from her city tours for overseas audiences.
Industry data shared at the event shows China's inbound tourism momentum: over 150 million inbound tourist arrivals in 2025, up 17% year on year, with visa-free foreign entries exceeding 30 million. Russian travel agency head Olesya Razumnaya said her company has seen a substantial rise in China travel orders, pointing to easier visa-free transit and more air routes.
World Tourism Cities Federation senior manager Richard Mariucci noted that foreign visitors are increasingly drawn to streets and local snacks, describing a shift from 'seeing China' to 'experiencing China.' Slovakian exhibitor Kristina Kolencikova said Chinese travelers are showing growing interest in niche destinations, which she sees as an opportunity for European cultural tourism.
Why it matters
The expo reflects a turning point where China is positioned both as a top destination and as an influential source of outbound travelers. The surge in both inbound visits and domestic trips suggests that tourism businesses can no longer ignore China's market potential when planning their growth strategies.
The emphasis on deeper, experience-oriented trips points to a maturing travel market. As foreign visitors move beyond landmark sightseeing and Chinese tourists seek niche destinations, tourism boards and operators may need to design more personalized, culture-rich offerings to stay competitive.
Key facts
The 2026 China Cultural Tourism Industry Expo is being held in Tianjin with participation from 20 countries and regions and more than 2,500 enterprises.
China recorded over 150 million inbound tourist arrivals in 2025, a year-on-year increase of more than 17%, including over 30 million visa-free entries.
China's Ministry of Culture and Tourism data shows domestic trips reached 6.522 billion in 2025, up 907 million year on year.
China has implemented a 240-hour visa-free transit policy for more than 50 countries, and new China-Russia air routes have expanded capacity.
International travel agencies at the expo said China is becoming an important source market for outbound tourism.
What to watch next
Will the recent growth in Russian travel orders continue as new routes and visa-free arrangements mature?
How travel businesses respond to Chinese tourists' shift toward niche destinations could shape future outbound tourism cooperation, particularly in Europe.
Whether China's digital and smart tourism infrastructure, cited at the expo as a draw, evolves further to support the projected growth in visitor numbers.