Shanghai showcases cultural tourism experiences at ITB Berlin 2026 | News
Shanghai’s cultural and tourism delegation presented a series of travel experiences at ITB Berlin 2026, held from March 3 to 5. One of the world’s largest travel fairs, the event provided Shanghai with a platform to showcase its cultural attractions and tourism offerings to the European market.
From March 3 to 5, 2026, ITB Berlin celebrated its 60th anniversary with a diamond anniversary edition that brought together exhibitors from more than 180 countries and regions, as well as more than 100,000 industry professionals. As one of the most influential gatherings in the global travel industry, the event provided destinations, travel companies and tourism authorities with the opportunity to explore new partnerships and emerging market trends.
In 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 wide range of Chinese cultural and tourism offerings to international travel professionals.
The Shanghai Municipal Administration of Culture and Tourism returned to ITB Berlin to lead a delegation with Shanghai China International Travel Service (SCITS), Shanghai Film Park and Shanghai Han Tang Tour. The delegation presented tourism experiences that reflect Shanghai’s cultural heritage and contemporary city life.
Shanghai Film Park, one of China’s most important film and television production locations and a nationally rated AAAA tourist attraction, first appeared on ITB Berlin. The park features clusters of centuries-old Shanghai-style architecture and has developed tourism programs that combine film culture with performing arts, educational visits, themed experiences and seasonal festivals. Programs such as the Immersive Blossoms Shanghai Journey and the New World Manor theater reflect the park’s efforts to integrate cinematic heritage with cultural tourism experiences.
SCITS, an inbound tour operator with more than 70 years of experience, was the first Chinese travel company to receive the international ISO9001 quality certification. With more than 30 consecutive years of participation in ITB Berlin, the company has built lasting ties with travel companies in German-speaking markets. Based on extensive experience in welcoming visitors, SCITS has created premium itineraries that combine Shanghai with destinations across the Yangtze River Delta. Last year alone, the company welcomed more than 15,000 visitors from the German-speaking regions. This year, SCITS is offering travel programs that combine traditional Chinese culture with broader Asian travel experiences through its ‘Discover the East’ brand.
Shanghai Han Tang Tour returned to ITB Berlin for the sixth time, looking to expand its international partner network and exchange insights with global travel companies. The company also integrates AI and digital tools into daily operations and tourism services.
During the fair, the Shanghai delegation took part in buyer matchmaking sessions hosted at the China Pavilion, where they held 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 with European partners. Shanghai Film Park is also in discussions with international cultural and tourism organizations to develop Shanghai-themed creative projects in immersive theater and film hotels.
Prior to ITB Berlin, the China National Tourist Office in Frankfurt worked with regional broadcasters including TV Berlin, TV Berlin-Brandenburg (TV BB) and Hamburg 1 to provide air travel to destinations across China, including Shanghai. Through the Brückenblick program, the segments highlighted cultural and travel experiences from various Chinese provinces and cities.
