Shanghai International Tourism Homestay Industry Expo

From July 17 to 19, 2025, the 8th Shanghai International Tourism Homestay Industry Expo (BBR EXPO 2025) was successfully held at the Shanghai New International Expo Center. This edition of the expo was themed “Embracing Tradition, Ushering in Innovation: The Trendsetting World of Homestays,” co-organized by authoritative institutions including the Chinese Forestry Society and the China Homestay Development Think Tank Alliance, and has become an annual highlight for the global tourism homestay industry.

In terms of scale, the event spanned 25,000 square meters, bringing together more than 300 exhibiting companies from across China, attracting 45,000 professional visitors, and resulting in 1,793 strategic cooperation agreements on-site. The expo covered the entire industry chain, including homestay properties, design and construction materials, homestay supplies, furniture, outdoor landscaping, supply-chain solutions, and scenic‑area equipment manufacturing, showcasing cutting-edge products, technologies, business models, and emerging trends in the tourism homestay sector. Exhibitors included regional pavilions such as the Shanghai Homestay Pavilion, Guizhou Homestay Pavilion, Anhui Homestay Pavilion, Fujian Pavilion, and Henan Homestay Pavilion—representing over ten provinces and municipalities nationwide—as well as more than 300 leading brands spanning the full value chain, including Xinsun Hongyuan, Pengpai, Lingjie Group, Qiannianzhou, Zhongzhu Group, and Sentai Group.

This year’s expo featured a wealth of highlights, with diverse exhibition zones and innovative activities serving as the centerpiece of the event. The show was organized into several thematic zones, covering the entire value chain—from design and construction materials to homestay supplies, furniture, and outdoor landscapes. The Homestay Properties Zone introduced a suite of customized services, centered on the seamless integration of personalized design and lifestyle aesthetics, drawing numerous brands such as Hongyuan Yunshe, Shangci Youlan, Qingteng Green Architecture, and Zhongyu Space Capsule. The Design and Construction Materials Zone emphasized eco‑friendliness, adaptability, and local relevance, showcasing innovative energy‑saving building materials and bespoke structural components. Meanwhile, the Homestay Supplies Zone offered a comprehensive range of items, including guestroom linens, smart room‑control systems, and soft furnishings, while the Outdoor Landscaping Zone focused on courtyard planning and the creation of inviting outdoor leisure spaces.

A rich array of concurrent events created a high‑level platform for industry dialogue. During the expo, 15 specialized forums, gala ceremonies, and promotional events were held. The Homestay Committee of the China Urbanization Promotion Association, in collaboration with a hundred national homestay industry associations, launched the “2025 Homestay Meets China: Cross‑Industry Symposium,” themed “Healing Through Staying, Awakening to Renewal.” This forum explored the integrated “homestay + wellness” operating model, delving into the convergence of cultural experiences and holistic health‑care within the industry. Concurrently, the Lingshui County Homestay Brand and Investment Project (Shanghai) Promotion Conference, along with the China Tourism Homestay Quality Supplier Brand Selection and Awards Ceremony, were also hosted. Feng Qingxiong, Vice Chairman of the Culture & Tourism (Homestay) Professional Committee of the China Hotel Association, and Ma Yongwei, Vice President and Secretary General of the Homestay Committee of the China Urbanization Promotion Association—both prominent industry leaders—attended the opening ceremony and delivered remarks.

The professional visitor base was robust, with particularly strong buyer quality. The expo drew homestay operators, cultural‑tourism real estate developers, designers, scenic‑area management authorities, investment firms, and distributors from across the country. Among attendees, homestays, inns, resort hotels, and franchise investors accounted for 27.1%, while cultural‑tourism enterprises and developers represented 11.7%. Exhibiting companies widely reported that the quality of professional visitors was high, with clear purchasing intentions, and that on‑site business matchmaking yielded significant results. Innovative product displays and immersive experiential settings further captivated professional buyers, encouraging extended discussions and negotiations.