Shanghai Showcases Cultural Tourism Innovations at ITB Berlin 2026

From March 3 to 5, 2026, the bustling city of Shanghai made a significant impact at the renowned ITB Berlin exhibition, marking its 60th anniversary. This global event attracted over 100,000 participants from more than 180 countries, serving as a crucial platform for showcasing tourism offerings and creating new partnerships within the industry.

The Chinese pavilion, covering 459 square meters, featured contributions from 15 provinces and municipalities, including Beijing, Zhejiang, and Hubei. Shanghai's delegation, led by the Shanghai Municipal Administration of Culture and Tourism, consisted of prominent organizations such as Shanghai China International Travel Service (SCITS), Shanghai Film Park, and Shanghai Han Tang Tour.

Shanghai Film Park, recognized as one of China's largest filming complexes, participated for the first time, captivating attendees with its well-preserved architectural ensembles reflecting a century of history. The park offered unique tourist programs blending cinematic culture with cultural tourism, including immersive educational experiences, themed events, and seasonal festivals.

SCITS, with over 70 years of experience, is notable for being the first Chinese travel agency to obtain ISO9001 international quality certification. The company has a strong presence at ITB Berlin for more than three decades, having established solid connections with tour operators in German-speaking countries. Their innovative