The 2026 China (Guangdong) International Tourism Industry Expo (CITIE 2026) opened in Guangzhou on Sept. 11, bringing together tourism organizations and businesses from nearly 50 countries and regions as Guangdong steps up efforts to attract international visitors and deepen global tourism cooperation.
Held at Area A of the Canton Fair Complex, the three-day expo features more than 100 tourism destinations and more than 1,200 cultural and tourism enterprises. Nearly 50 themed activities will be held during the event, which runs through Sept. 13.
A major focus of CITIE 2026 is inbound tourism, with a dedicated section showcasing new services aimed at making travel to Guangdong and the Guangdong-Hong Kong-Macao Greater Bay Area more convenient for overseas visitors.
The section highlights transit visa-free policies, entry services at airports and cruise terminals, convenient international payment options, self-service tax refunds, AI-powered interpretation devices and smart tourism terminals. It also presents one-stop travel services and multi-destination itineraries linking Guangdong with other parts of China.
A new international medical tourism section further expands the expo's global offerings. The Guangzhou International Medical Tourism Service Center and six designated hospitals are presenting services including multilingual medical assistance, remote consultations, visa support, direct settlement with commercial insurers and cross-border medical referrals.
Tourism products combining healthcare with local experiences are also being promoted, including health checkups, Lingnan intangible cultural heritage experiences and Cantonese cuisine.
Tourism destinations from across the world
The international lineup is one of the highlights of CITIE 2026.
Laos is showcasing World Heritage attractions such as Luang Prabang, while Chad is making its debut at the expo in China, presenting its national parks, natural landscapes and cultural heritage. Georgia is promoting tourism resources along the ancient Silk Road as well as its wine culture. Countries including the Czech Republic, Iceland, Croatia, Portugal, Norway, Kuwait, Qatar and Vietnam are also participating. Specialized B2B sections are designed to connect tourism suppliers and buyers across different markets. The luxury customized-travel section features destinations such as South Korea, Cambodia, Mexico and Malaysia. An Africa-focused adventure tourism section, held for the third consecutive year, brings together destinations including Uganda, Tanzania, Kenya, Rwanda and Cameroon, offering Chinese travelers a wider range of international tourism options.
International connectivity is another key theme. China Southern Airlines is unveiling plans for new international routes and increased flight frequencies as part of its 70th-anniversary activities. Overseas transport companies including Air Astana, Royal Brunei Airlines, Kuwait Airways, Vietravel Airlines and Spanish high-speed rail operator Iryo are also exhibiting.
From global cooperation to consumer benefits
Beyond exhibitions, CITIE 2026 is hosting industry matchmaking sessions and professional events covering smart tourism, rural tourism, tourism investment and international travel.
The expo is also part of the 2026 Guangdong Golden-Autumn Culture and Tourism Consumption Season, launched on the opening day. A total of 30 million yuan (about US$4.2 million) in tourism subsidies will be distributed to visitors to Guangdong and local residents.
Travel agencies and hotels are offering thousands of tourism products and promotional deals, while the Greater Bay Area's time-honored brands and intangible cultural heritage businesses are showcasing products for domestic and overseas markets.
With destinations from nearly 50 countries and regions alongside more than 1,200 tourism enterprises, CITIE 2026 is positioning Guangzhou as a meeting point for global tourism supply and demand, connecting international destinations with Chinese travelers while opening new channels for tourism cooperation with Guangdong and the Greater Bay Area.
Reporter | Li Fangwang
Photos | Li Fangwang
