#China #Shanghai #Shanghai Film Park #SCITS #Han Tang Tour

Shanghai's Cultural Tourism Highlights Shine at ITB Berlin 2026

From March 3 to 5, 2026, Shanghai proudly showcased its rich tapestry of cultural tourism experiences at the prestigious ITB Berlin, one of the largest and most influential travel trade shows globally. This year's edition celebrated its 60th anniversary with an unprecedented gathering of exhibitors hailing from over 180 countries, all converging to promote destinations and foster collaboration within the travel industry.

A Gleaming Pavilion of Cultural Wealth

Within the expansive 459-square-meter China Pavilion, organized by tourism authorities from 15 provinces and municipalities including Shanghai, the delegation presented an array of cultural and tourism opportunities highlighting the diverse attractions of China.

Leading the charge was the Shanghai Municipal Administration of Culture and Tourism, which brought together several key players in the local tourism industry, including Shanghai China International Travel Service (SCITS), Shanghai Film Park, and Shanghai Han Tang Tour. The presentation not only aimed to attract potential tourists but also sought to strengthen partnerships with European travel operators.

Unique Offerings from Shanghai Film Park

A jewel in Shanghai's tourism crown is the Shanghai Film Park, a national AAAA-rated attraction that made its first appearance at ITB Berlin this year. This site offers visitors a unique glimpse into the cinematic history of China, with its stunning century-old architecture. The park is designed to provide experiences that integrate filmmaking with tourism, featuring programs like the Immersive Blossoms Shanghai Journey and the New World Manor theater, where film culture intersects with performing arts to offer unforgettable themes and seasonal festivals.

Time-Tested Expertise from SCITS

SCITS, the first Chinese travel company to earn ISO 9001 certification, boasts over 70 years of experience as an inbound tour operator. This year, it once again participated in ITB Berlin, strengthening its established ties with travel companies in German-speaking markets. Building on their vast experience, SCITS curated specialized itineraries that connect Shanghai with various destinations across the vibrant Yangtze River Delta region. Last year, the company welcomed more than 15,000 visitors from German-speaking countries, and this year, under its Discover the East brand, it offers programs that merge traditional Chinese culture with broader Asian travel experiences.

Strategic Collaborations with Han Tang Tour

Having attended ITB Berlin for the sixth consecutive year, Shanghai Han Tang Tour seeks to expand its international partner network. The company has been integrating AI and other digital tools into its operations to enhance its service offerings. During the trade show, they engaged in buyer matchmaking sessions alongside SCITS, aiming to build joint itineraries and collaborative projects with European partners.

Their discussions included identifying co-marketing initiatives and visitor exchanges. Notably, Shanghai Film Park is exploring collaborations with international cultural and tourism organizations to establish Shanghai-themed creative projects, such as immersive theater and film-themed hotels, further enriching the cultural tapestry of the city.

Engaging Promotions Preceding the Event

Ahead of this significant event, the China National Tourist Office in Frankfurt partnered with regional broadcasters, including TV Berlin and Hamburg 1, to engage audiences with travel features that highlighted attractions in China, especially those in Shanghai. These segments were part of the program Brückenblick, showcasing the cultural and travel experiences that different Chinese provinces offer, all aimed at drawing more international tourists to explore the riches of Shanghai.

In summary, Shanghai's vibrant display at ITB Berlin 2026 stands as a testament to its commitment to cultural tourism development. The mix of modern attractions and traditional heritage showcases the city's allure, positioning it favorably in the competitive global travel market.