Shanghai's cultural and tourism delegation presented a diverse array of travel experiences at ITB Berlin 2026, held from 3 to 5 March. As one of the world's largest travel trade shows, ITB Berlin celebrated its 60th anniversary, attracting exhibitors from over 180 countries and more than 100,000 industry professionals. The event provided a platform for Shanghai to highlight its cultural attractions and tourism offerings to the European market.
Within the 459-square-metre China Pavilion, organised by tourism authorities from 15 provinces and municipalities, including Beijing, Shanghai, Zhejiang, and Hubei, exhibitors showcased China's cultural and tourism offerings. The Shanghai Municipal Administration of Culture and Tourism led a delegation featuring Shanghai China International Travel Service (SCITS), Shanghai Film Park, and Shanghai Han Tang Tour.
Shanghai Film Park, a major film and television production site, made its debut at ITB Berlin. The park, known for its century-old Shanghai-style architecture, offers tourism programmes that blend film culture with performing arts, educational visits, and seasonal festivals. Programmes like the Immersive Blossoms Shanghai Journey reflect the park's integration of cinematic heritage with cultural tourism.
SCITS, an inbound tour operator with over 70 years of experience, has been a regular participant at ITB Berlin for over 30 years. The company has curated premium itineraries combining Shanghai with destinations across the Yangtze River Delta. This year, SCITS offers travel programmes under its Discover the East brand, merging traditional Chinese culture with broader Asian experiences.
Shanghai Han Tang Tour, attending ITB Berlin for the sixth time, focused on expanding its international partner network and integrating AI and digital tools into its operations. The Shanghai delegation engaged in buyer matchmaking sessions, exploring collaborations with European travel professionals. Shanghai Film Park is also in talks with international organisations to develop Shanghai-themed creative projects.
Ahead of the event, the China National Tourist Office in Frankfurt collaborated with regional broadcasters to air travel features on Chinese destinations, including Shanghai, enhancing the city's cultural and travel appeal
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
