The 2026 China (Guangdong) International Tourism Industry Expo (CITIE 2026) will bring destinations, tourism businesses and cultural brands from across China to Guangzhou this September, with a focus on connecting Chinese tourism products with international and domestic buyers.
The three-day expo will take place from September 11 to 13 at Area A of the China Import and Export Fair Complex in Guangzhou. Now in its 17th year, CITIE is expanding beyond traditional destination showcases to include rural tourism, wellness tourism, cultural products and other emerging areas of consumption.
A closer look at Guangdong
As the host province, Guangdong will have a major presence at the expo, with a themed pavilion and exhibition areas representing its 21 cities. The displays will introduce different sides of the province, from the food, city life and cultural heritage of the Guangdong-Hong Kong-Macao Greater Bay Area to the coastal landscapes of eastern and western Guangdong, the traditional culture of Chaoshan and the province's rural and ecological attractions.
The expo will also spotlight destinations from other parts of China, including Shaanxi, Guangxi, Sanming in Fujian and Fuyuan in Heilongjiang. Tourism groups from Garze in Sichuan, parts of Xinjiang and Nyingchi in Xizang will also participate, offering visitors and industry buyers a broader look at China's regional tourism resources.
Beyond traditional tourism
This year's expo will put more emphasis on the changing ways people travel and spend. A creative market under the Guangdong Trendy Lifestyle Show will feature cultural and creative products alongside popular IP brands. Another section will focus on the growing connection between tourism and rural development, showcasing rural destinations and distinctive homestays in Guangdong.
Wellness tourism will also have a dedicated space, bringing together hot springs, forest retreats and traditional Chinese medicine-related tourism products. These areas particularly appeal to older travelers and those taking longer trips.
Making Chinese tourism products easier to buy
For the organizers, one of CITIE's key roles is to make it easier for tourism businesses to connect with buyers. The expo will serve both domestic and international industry buyers, with the latter becoming increasingly important as inbound tourism to China grows.
International buyers are looking not only for individual destinations, but also for tourism products that can be easily packaged and sold to travelers, from weekend trips in Guangdong and short breaks in the Greater Bay Area to itineraries covering destinations across China.
CITIE seeks to build a one-stop sourcing platform where international buyers can find a wider range of Chinese tourism products, helping connect China's tourism supply with growing demand from overseas markets.
Reporter | Li Fangwang
Photos | CITIE Organizing Committee
