#China #Shanghai #Cultural Tourism #ITB Berlin

Shanghai's Cultural Showcase at ITB Berlin 2026

In March 2026, Shanghai took center stage at the ITB Berlin, one of the world's largest tourism trade fairs, where it showcased a diverse array of cultural tourism experiences. Running from March 3 to 5, the event celebrated its 60th anniversary, attracting exhibitors from over 180 countries and more than 100,000 industry professionals.

The Chinese pavilion, spanning 459 square meters and organized by tourism authorities from 15 provinces and municipalities, provided a unique platform for exhibitors to present the rich tapestry of China's cultural offerings to international tourism experts. Shanghai’s delegation, led by the Shanghai Municipal Administration of Culture and Tourism, included key players such as the Shanghai China International Travel Service (SCITS), Shanghai Film Park, and Shanghai Han Tang Tour.

A Focus on Shanghai's Cultural Heritage

Shanghai's representation at ITB Berlin was not just a showcase but a celebration of its cultural heritage and modern city life. The Shanghai Film Park, a notable attraction in the realm of Chinese film production, made its debut at the fair, bringing attention to its century-old architecture and various tourism programs that merge film culture with theatrical arts, educational tours, thematic experiences, and seasonal festivals. Special programs like the