Shanghai Showcases Cultural Tourism at ITB Berlin 2026
Shanghai, March 11, 2026 – Shanghai’s cultural and tourism delegation concluded its participation at ITB Berlin 2026, held from March 3–5, highlighting the city’s diverse attractions to the European market. The event, marking its 60th anniversary with a Diamond Jubilee edition, brought together over 180 countries and regions and more than 100,000 industry professionals.
A Key Platform for International Collaboration
ITB Berlin serves as a crucial platform for destinations, travel companies, and tourism authorities to forge modern partnerships and identify emerging trends within the global travel industry. Shanghai’s presence at the event underscores its commitment to expanding its tourism reach and attracting European visitors.
China Pavilion Highlights National Offerings
Within the 459-square-meter China Pavilion, jointly organized by tourism authorities from 15 provinces and municipalities – including Beijing, Shanghai, Zhejiang, and Hubei – exhibitors presented a comprehensive overview of China’s cultural and tourism landscape.
Shanghai Delegation Showcases City’s Unique Appeal
The Shanghai Municipal Administration of Culture and Tourism led a delegation comprised of Shanghai China International Travel Service (SCITS), Shanghai Film Park, and Shanghai Han Tang Tour. The delegation focused on showcasing tourism experiences that reflect both Shanghai’s rich cultural heritage and its vibrant contemporary urban lifestyle.
Shanghai Film Park Makes Debut at ITB Berlin
Shanghai Film Park, a major film and television production site and a nationally rated AAAA tourist attraction, participated in ITB Berlin for the first time. The park features century-traditional Shanghai-style architecture and offers programs that blend film culture with performing arts, educational visits, themed experiences, and seasonal festivals, such as the Immersive Blossoms Shanghai Journey and the New World Manor theater.
SCITS Strengthens European Ties
SCITS, an inbound tour operator with over 70 years of experience and ISO9001 international quality certification, has consistently participated in ITB Berlin for over 30 years. The company has cultivated strong relationships with travel operators in German-speaking markets, welcoming over 15,000 visitors from these regions last year. This year, SCITS promoted its “Discover the East” brand, offering travel programs that combine traditional Chinese culture with broader Asian experiences.
Shanghai Han Tang Tour Expands Network and Embraces Innovation
Returning for its sixth appearance at ITB Berlin, Shanghai Han Tang Tour aimed to broaden its international partner network and exchange insights with global travel operators. The company is too integrating artificial intelligence (AI) and digital tools to enhance its operations and tourism services.
Collaborative Opportunities Explored
Throughout the trade show, the Shanghai delegation participated in buyer matchmaking sessions within the China Pavilion, engaging in one-on-one meetings with European travel professionals to explore potential collaborations. Shanghai Han Tang Tour and SCITS identified opportunities for joint itineraries, visitor exchanges, and co-marketing initiatives. Shanghai Film Park is also in discussions with international organizations to develop Shanghai-themed creative projects in immersive theater and film-themed hotels.
Pre-Event Promotion Drives Awareness
Prior to ITB Berlin, the China National Tourist Office in Frankfurt collaborated with regional broadcasters, including TV Berlin, TV Berlin-Brandenburg (TV BB), and Hamburg 1, to air travel features showcasing destinations across China, including Shanghai. The program, Brückenblick, highlighted cultural and travel experiences from various Chinese provinces, and cities.