#China #Shanghai #Cultural Tourism #ITB Berlin

Shanghai's Cultural Showcase at ITB Berlin 2026

From March 3 to 5, 2026, Shanghai's cultural and tourism delegation participated in the grand event of ITB Berlin, marking its 60th anniversary. The international travel fair, one of the most significant platforms globally, gathered over 180 countries and more than 100,000 visitors, creating an excellent opportunity for destinations and travel companies to form new partnerships and delve into emerging market trends.

The China Pavilion, spanning 459 square meters, featured tourism authorities from 15 provinces and municipalities, including Beijing, Shanghai, Zhejiang, and Hubei. The Shanghai Municipal Administration of Culture and Tourism led a delegation comprising members from the Shanghai China International Travel Service (SCITS), Shanghai Film Park, and Shanghai Han Tang Tour to present the depth of Shanghai’s cultural offerings.

The highlight was the Shanghai Film Park, a vital film and television production hub that showcased its offerings for the first time at the ITB Berlin. The park displays clusters of timeless architecture that embody Shanghai's rich history and cultural heritage. It has curated tourism programs that seamlessly merge film culture with performing arts, enriching educational visits, thematic experiences, and seasonal festivals. Notable activities like the "Immersive Blossoms Shanghai Journey" and the "New World Manor Theater" exemplify the park's commitment to intertwining cinematic attributes with captivating cultural experiences.

SCITS, a premier inbound tour operator with a legacy of over 70 years, has been a consistent participant at the ITB Berlin, securing relationships with tour operators across German-speaking markets. As one of the first Chinese travel companies to achieve the international quality certification, ISO9001, SCITS has crafted exceptional itineraries connecting Shanghai with various locations in the Yangtze River Delta. The firm hosted over 15,000 visitors from German-speaking regions over the last year, and this year, it introduces travel programs under its "Discover the East" brand, merging traditional Chinese culture with a broader spectrum of Asian travel experiences.

Meanwhile, Shanghai Han Tang Tour took part in the ITB Berlin for the sixth consecutive time, aiming to expand its international network and engage with global travel operators. The company is also innovating its services by integrating AI and digital tools into everyday operations, enhancing the overall tourist experience.

During the event, the Shanghai delegation engaged in matchmaking sessions organized at the China Pavilion and held discussions with European travel professionals to explore potential collaborations. Shanghai Han Tang Tour and SCITS identified several opportunities for joint travel programs, visitor exchanges, and cooperative marketing initiatives with European partners. Additionally, the Shanghai Film Park is in talks with international cultural and tourism organizations to initiate creative projects focusing on Shanghai, including immersive theater productions and film-themed accommodation.

Prior to the ITB Berlin, the China National Tourism Administration collaborated with regional broadcasters like TV Berlin and TV Berlin-Brandenburg to showcase travel reports featuring various destinations across China, including Shanghai. The series, titled "Brückenblick," presented cultural and travel stories reflecting the diverse experiences available in different Chinese regions.

The participation of Shanghai in ITB Berlin not only reinforced its position in the global travel landscape but also underlined the city's vibrant cultural richness and dynamic tourism offerings. It opens up various avenues for international cooperation, elevating Shanghai's profile as a must-visit destination for travelers worldwide. The city’s commitment to showcasing its culture and heritage ensures its continual growth in attracting both international visitors and business partnerships.