Shanghai showcased cultural tourism experiences at ITB Berlin 2026 - Get updated on what's happening in tourism!

Shanghai’s cultural and tourism delegation presented a wide range of travel experiences at ITB Berlin 2026, which took place from March 3 to 5. The global travel trade show provided an important platform for the Chinese metropolis to promote its cultural attractions and tourism offerings to the European market.

ITB Berlin celebrated its 60th anniversary in 2026 with a Diamond Jubilee edition that brought together exhibitors from more than 180 countries and regions as well as over 100,000 industry professionals. The event offered destinations, tourism authorities and travel companies an opportunity to strengthen partnerships and discuss emerging market trends.

Shanghai delegation highlights cultural tourism

Within the 459-square-meter China Pavilion, organised jointly by tourism authorities from 15 provinces and municipalities including Beijing, Shanghai, Zhejiang and Hubei, exhibitors showcased a broad range of China’s tourism and cultural offerings.

The Shanghai Municipal Administration of Culture and Tourism led a delegation that included Shanghai China International Travel Service (SCITS), Shanghai Film Park and Shanghai Han Tang Tour. Together, they presented tourism products reflecting both the city’s historic heritage and its modern urban lifestyle.

Shanghai Film Park, one of China’s major film and television production sites and a nationally rated AAAA tourist attraction, appeared at ITB Berlin for the first time. The park features clusters of historic Shanghai-style architecture and offers tourism programs combining film culture with performing arts, educational visits and themed experiences. Initiatives such as the “Immersive Blossoms Shanghai Journey” and the “New World Manor” theatre production illustrated how cinematic heritage is being integrated into cultural tourism.

Long-standing partnerships with European markets

SCITS, an inbound tour operator with more than 70 years of experience, also took part in the exhibition. The company was the first Chinese travel agency to receive ISO9001 international quality certification and has participated in ITB Berlin for more than 30 consecutive years.

Through its long-standing presence in the German-speaking market, SCITS has built strong partnerships with European travel companies. Drawing on extensive experience in welcoming international visitors, the operator has developed premium itineraries linking Shanghai with destinations across the Yangtze River Delta. Last year alone, the company welcomed more than 15,000 visitors from German-speaking countries. Under its “Discover the East” brand, SCITS currently offers travel programs combining Chinese cultural experiences with wider Asian travel itineraries.

Shanghai Han Tang Tour attended ITB Berlin for the sixth time and focused on expanding its international partner network. The company also highlighted its use of artificial intelligence and digital tools to support daily operations and tourism services.

Business meetings and new cooperation opportunities

During the trade fair, members of the Shanghai delegation took part in buyer matchmaking sessions organised within the China Pavilion. The programme included one-on-one meetings with European travel professionals aimed at exploring future partnerships.

Shanghai Han Tang Tour and SCITS identified opportunities for joint itineraries, visitor exchange programmes and co-marketing initiatives with European partners. Shanghai Film Park also discussed potential cooperation with international cultural and tourism organisations, including projects related to immersive theatre and film-themed hotels.

Ahead of the trade show, the China National Tourist Office in Frankfurt collaborated with regional broadcasters such as TV Berlin, TV Berlin-Brandenburg and Hamburg 1 to air travel features about Chinese destinations including Shanghai. The segments were broadcast as part of the programme “Brückenblick” and presented cultural and travel experiences from several Chinese provinces and cities.

Image Credit: © Municipal Administration of Culture and Tourism