Shanghai Highlights Cultural Tourism at ITB Berlin 2026

From March 3 to 5, 2026, Shanghai showcased its cultural tourism experiences at ITB Berlin, coinciding with the event's 60th anniversary. The city presented a diverse array of travel experiences to a European audience, aiming to strengthen its foothold in the market.

Featured in the 459-square-meter China Pavilion, Shanghai's delegation included the Shanghai China International Travel Service, Shanghai Film Park, and Shanghai Han Tang Tour. These organizations illustrated Shanghai's blend of cultural heritage and modern urban life.

Notably, the Shanghai Film Park debuted at the event, offering unique experiences that fuse cinematic heritage with performing arts. Meanwhile, the long-established travel company SCITS highlighted its readiness with tailored itineraries.

Matchmaking sessions allowed Shanghai exhibitors to discuss collaboration opportunities with European counterparts, fostering ties and exploring co-marketing initiatives.