Shanghai Showcases a Vibrant Cultural Tourism Experience at ITB Berlin 2026
In March 2026, the vibrant city of Shanghai made a significant impact at one of the world's largest travel expos, ITB Berlin, held from March 3rd to 5th. This year marked the 60th anniversary of the event, demonstrating the enduring relevance of the global travel industry. Exhibitors from over 180 countries gathered to share new partnerships and emerging market trends, providing a platform where destinations like Shanghai could highlight their unique cultural offerings to a European audience.
The Shanghai Municipal Administration of Culture and Tourism led a delegation showcasing the city’s attractions, which include a mix of rich heritage and contemporary urban life. The Chinese pavilion, which spanned an impressive 459 square meters, was organized collaboratively by 15 regional tourism authorities, including those from Beijing, Zhejiang, and Hubei. This pavilion served as a focal point for international travel professionals to gain insight into the cultural richness of China.
One of the notable attractions presented was the Shanghai Film Park, a AAAA national tourist site and a key production hub for the Chinese film and television industry. For the first time at ITB Berlin, the Shanghai Film Park showcased its architectural sets reflective of Shanghai's historical styles, and its innovative tourism programs that link cinematic culture with performance arts, educational tours, thematic experiences, and seasonal festivals. Programs like "Immersive Blossoms Shanghai Journey" aimed to engage visitors in the city's cultural narrative.
Moreover, the Shanghai China International Travel Service (SCITS), boasting over seven decades of travel industry experience, established a notable presence at the event. As the first Chinese travel agency to receive the international quality certification ISO9001, SCITS has built a reputable relationship with travel agencies across German-speaking markets over its 30 years of participation in ITB Berlin. Last year alone, SCITS hosted more than 15,000 visitors from these regions, offering exclusive premium itineraries that featured Shanghai in conjunction with scenic destinations in the Yangtze River Delta. Under its brand “Discover the Orient,” SCITS launched travel programs celebrating traditional Chinese culture while presenting broader travel experiences in Asia.
Returning to ITB Berlin for the sixth time, Shanghai Han Tang Tour aimed to expand its international partnerships and exchange insights with global tour operators. The company is notable for its integration of digital tools and AI in tourism operations, enhancing service delivery and visitor engagement. At the expo, the Shanghai delegation participated in structured buyer meetings within the Chinese pavilion, facilitating one-on-one discussions with European travel professionals. Collaborative opportunities emerged between Shanghai Han Tang Tour and SCITS, exploring potential joint itineraries, visitor exchange initiatives, and co-marketing strategies.
In addition, the Shanghai Film Park engaged in dialogues with international cultural and tourism organizations to create immersive projects centered around Shanghai. These discussions included developing thematic hotels and immersive theaters that reflect the cinematic narrative of the city, contributing to a complete experiential offering for visitors.
Ahead of ITB Berlin, the China National Tourism Administration in Frankfurt partnered with regional television channels, such as TV Berlin and Hamburg 1, to highlight Chinese destinations, including Shanghai, through a series of features. The segments showcased various cultural and travel experiences from several provinces, enriching the visibility of Chinese tourism on an international stage.
As the world continues to recover from the recent global challenges, events like ITB Berlin highlight the resilience and innovative spirit of cities like Shanghai, committed to promoting cultural tourism and enhancing global travel connections.
The Shanghai Municipal Administration of Culture and Tourism led a delegation showcasing the city’s attractions, which include a mix of rich heritage and contemporary urban life. The Chinese pavilion, which spanned an impressive 459 square meters, was organized collaboratively by 15 regional tourism authorities, including those from Beijing, Zhejiang, and Hubei. This pavilion served as a focal point for international travel professionals to gain insight into the cultural richness of China.
One of the notable attractions presented was the Shanghai Film Park, a AAAA national tourist site and a key production hub for the Chinese film and television industry. For the first time at ITB Berlin, the Shanghai Film Park showcased its architectural sets reflective of Shanghai's historical styles, and its innovative tourism programs that link cinematic culture with performance arts, educational tours, thematic experiences, and seasonal festivals. Programs like "Immersive Blossoms Shanghai Journey" aimed to engage visitors in the city's cultural narrative.
Moreover, the Shanghai China International Travel Service (SCITS), boasting over seven decades of travel industry experience, established a notable presence at the event. As the first Chinese travel agency to receive the international quality certification ISO9001, SCITS has built a reputable relationship with travel agencies across German-speaking markets over its 30 years of participation in ITB Berlin. Last year alone, SCITS hosted more than 15,000 visitors from these regions, offering exclusive premium itineraries that featured Shanghai in conjunction with scenic destinations in the Yangtze River Delta. Under its brand “Discover the Orient,” SCITS launched travel programs celebrating traditional Chinese culture while presenting broader travel experiences in Asia.
Returning to ITB Berlin for the sixth time, Shanghai Han Tang Tour aimed to expand its international partnerships and exchange insights with global tour operators. The company is notable for its integration of digital tools and AI in tourism operations, enhancing service delivery and visitor engagement. At the expo, the Shanghai delegation participated in structured buyer meetings within the Chinese pavilion, facilitating one-on-one discussions with European travel professionals. Collaborative opportunities emerged between Shanghai Han Tang Tour and SCITS, exploring potential joint itineraries, visitor exchange initiatives, and co-marketing strategies.
In addition, the Shanghai Film Park engaged in dialogues with international cultural and tourism organizations to create immersive projects centered around Shanghai. These discussions included developing thematic hotels and immersive theaters that reflect the cinematic narrative of the city, contributing to a complete experiential offering for visitors.
Ahead of ITB Berlin, the China National Tourism Administration in Frankfurt partnered with regional television channels, such as TV Berlin and Hamburg 1, to highlight Chinese destinations, including Shanghai, through a series of features. The segments showcased various cultural and travel experiences from several provinces, enriching the visibility of Chinese tourism on an international stage.
As the world continues to recover from the recent global challenges, events like ITB Berlin highlight the resilience and innovative spirit of cities like Shanghai, committed to promoting cultural tourism and enhancing global travel connections.
Topics Travel）
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