#Shanghai #Cultural Tourism #ITB Berlin

Shanghai's Cultural Showcase at ITB Berlin 2026

The 2026 ITB Berlin, marking its 60th anniversary, has provided an impressive platform for Shanghai to display its diverse travel experiences. The event, held from March 3 to March 5, served as one of the largest global tourism trade fairs, attracting over 100,000 industry professionals from more than 180 countries.

A Platform for Cultural Exchange

The Shanghai Cultural and Tourism Delegation made a significant appearance at ITB Berlin, presenting a variety of offerings that reflect Shanghai's rich culture and tourist attractions to a European audience. Within the Chinese booth, which spanned 459 square meters and featured exhibitors from 15 provinces and municipalities including Beijing, Zhejiang, and Hubei, Shanghai stood out by introducing its unique cultural experiences.

Hong Hu, head of the delegation, emphasized the importance of international exposure for Shanghai’s tourism sector. The city aims to strengthen partnerships and promote its attractions globally. Delegates from notable organizations, such as the Shanghai China International Travel Service (SCITS) and Shanghai Film Park, participated to foster connections and share knowledge with their global counterparts.

Highlighting Unique Attractions

Among the major players at the exhibition was the Shanghai Film Park, recognized as a prime film production site in China and awarded the AAAA status as a national tourist destination. For the first time at ITB Berlin, the park showcased its antique Shanghai-style architecture, offering interactive and educational experiences that bridge cinematic culture with performing arts.

Notable programs included the “Immersive Blossoms Shanghai Journey,” which aims to intertwine the park's film heritage with cultural tourism, and the theatrical production at the New World Manor. These innovative approaches exemplify Shanghai’s commitment to integrating heritage with modern-day experiences.

SCITS, which has been a participant in ITB Berlin for more than 30 consecutive years, introduced premium itineraries that connect travelers to Shanghai and other destinations across the Yangtze River Delta. In the past year alone, SCITS welcomed over 15,000 German-speaking visitors. Its campaign,