Guangzhou International Tourism Exhibition

The 33rd Guangzhou International Travel Fair 2025 was successfully held from May 15 to 17 at Area C of the Canton Fair Complex in Guangzhou. With the theme “Meaningful Travel, Lasting Connections,” the event was organized by Hannover Milano Fairs Shanghai Co., Ltd. and guided by the Guangzhou Municipal Bureau of Culture, Radio, Television and Tourism. It is one of China’s longest-running international travel exhibitions.

Exhibition Space and Number of Exhibitors Reach New Highs, the fair attracted 1,006 tourism organizations from 55 countries and regions, with international exhibitors accounting for over 65%—marking a historic expansion of its global network. Overseas participants included Sri Lanka, Germany, Italy, Russia, the United States, the United Kingdom, Canada, Qatar, Spain, France, Poland, Cuba, South Korea, Singapore, Nepal, Cambodia, Indonesia, Uzbekistan, Kazakhstan, Saudi Arabia, Georgia, Kenya, Oman, Argentina, Peru, Ireland, New Zealand, Turkey, Brazil, Malaysia, Madagascar, Thailand, Bhutan, as well as Hong Kong, Macao, PATA (Pacific Asia Travel Association), TPO (Global Cities Tourism Development Organization), and other international bodies. The fair welcomed approximately 36,986 professional visitors and tourists.

Exhibitor Portfolio Demonstrates Internationalization and Leadership. Kandy, Sri Lanka, served as a “Star Partner” and led the delegation, showcasing more than ten sub-exhibitors, including SriLankan Airlines, Yala Bay Hotels & Resorts, and others. Nepal presented an impressive lineup, featuring nearly 20 sub-exhibitors such as Soaltee, Hilton, Fishtail, Barahi, and Sarowar. Hong Kong brought 15 sub-exhibitors, including Cathay Pacific Airways, Ocean Park Hong Kong, Hotel ICON, and Royal Pacific Hotel; while Macao showcased over ten sub-exhibitors, including Macau Tower, Air Macau, MGM Macau, and Galaxy Macau. Domestically, cultural and tourism bureaus from Chongqing, Heilongjiang, Shanxi, Qinghai, Guangzhou, Shenzhen, Ningbo, Wuhan, Nanjing, Chengdu, Foshan, Dongguan, Zhongshan, Zhuhai, Jiangmen, Zhaoqing, Zhanjiang, Shaoguan, Qingyuan, Meizhou, Linzhi, Wenzhou, Quzhou, Qiandongnan Prefecture, Qiannan Prefecture, Anshun, Bijie, Qiqihar, Longyan, and many others participated.

Travel Agencies’ Sales Hubs Thrive Amidst Bustling Attendance, leading tourism enterprises such as Guangzhilü, Guangdong China Travel Service, Kanghui, Ctrip, Guangdong Youth Travel Service, and Huacheng Culture & Tourism unleashed their full marketing power, offering an extensive array of travel products and attractive promotions. Over the three-day event, Guangzhilü reported a year-on-year sales increase of more than 30%, while livestreaming on Douyin and WeChat Video Channels drove sales growth exceeding 300%. Guangdong China Travel Service debuted its polar cruise ship “Poseidon” at GITF, Kanghui Travel collaborated with numerous industry partners to launch special domestic and international travel packages, and Ctrip created immersive travel experience zones.

Intangible Cultural Heritage Zone Emerges as a Cultural Highlight. More than ten intangible heritage skills—including Guangcai porcelain painting, Guangzhou embroidery, Lingnan puppetry, Guangzhou cake stamping, Xiguan bone-setting, Guangzhou olive carving, techniques for making “Jia Nü” cakes, methods for producing Zhongyi An Gong Niuhuang Pills, preparation of Xiao Chaihu formulas, Lingnan bonsai craftsmanship, traditional snacks made with Shawan buffalo milk, ivory carving, and handcrafted goldsmithing—were showcased to the public. Intangible heritage practitioners and representative inheritors were present on-site, allowing visitors to closely experience these time-honored crafts and appreciate their artisanal charm.

Cultural and Creative Products Zone Collaborates with Over Ten Museums, including the Guangzhou Museum, the Nanyue King Museum, the Guangzhou Museum of Art, the Guangdong Museum of Traditional Chinese Medicine, and the Tunnel Museum, which transformed into miniature cultural exhibition spaces through digital displays, enabling visitors to explore, learn, and engage. The Homestay Zone gathered more than ten red‑cotton‑starred homestays in Guangzhou, presenting a unique “one house, one view, one sentiment” travel experience, complete with exciting activities and promotional offers.

Bay Area Cultural, Sports, and Tourism Creative Experience Zone Becomes a Signature Feature of the “National Games Year”. Under the theme “Bay Area Wonder Initiative,” this zone employed immersive, interactive exhibits combining experiential learning and co‑creation to highlight the region’s creative cultural, sports, and tourism resources. The mascots of the 15th National Games, “Xi Yangyang” and “Le Rongrong,” made an appearance at the fair, supporting the Games. Visitors enjoyed vibrant Zumba parties, wandered through an 11‑meter‑long artistic tunnel titled “New Journey of the Bay Area,” and experienced diverse offerings such as martial arts, Hong Kong pop music, and traditional Hong Kong‑style milk tea.

Global Ecological Corridor Partners with China’s Cutting‑Edge Scientific Expedition Team—Dr. Chen Rui, Biologist at the Institute of Zoology, Chinese Academy of Sciences—to present in-depth scientific findings from Malaysia, the Amazon, Madagascar, Kenya, and Sri Lanka, vividly illustrating the beauty of Earth’s ecological diversity.

Five Thematic Forums Bring Together Industry Leaders, addressing key topics such as outbound transformation, inbound breakthroughs, educational innovation, cultural‑museum revitalization, and value‑based tourism. Over 50 industry leaders and experts convened to discuss future trends. The China Outbound Tourism Forum, themed “Reimagining Outbound Travel: Sustainable Connectivity and Co‑Creation of Value,” featured keynote remarks by Peter Semone, President of the Pacific Asia Travel Association.