Shanghai Delegation Highlights Cultural and Urban Life at ITB Berlin 2026
Berlin, March 11 – From March 3 to 5, 2026, Shanghai’s cultural and tourism delegation actively participated in ITB Berlin, one of the world’s largest travel trade shows. The delegation showcased a comprehensive array of travel experiences, emphasizing Shanghai’s unique cultural heritage and vibrant contemporary urban life to the European market. The event, marking its 60th anniversary, convened over 100,000 industry professionals and exhibitors from more than 180 countries and regions.
China Pavilion: A Hub for Cultural Exchange
The 459-square-meter China Pavilion, a collaborative effort by tourism authorities from 15 provinces and municipalities including Beijing, Shanghai, Zhejiang, and Hubei, served as a central point for presenting China’s diverse cultural and tourism offerings. This collaborative approach facilitated a broad representation of the country’s travel landscape to international professionals.
Shanghai’s Key Representatives at ITB Berlin
The Shanghai Municipal Administration of Culture and Tourism led a delegation that included prominent entities such as Shanghai China International Travel Service (SCITS), Shanghai Film Park, and Shanghai Han Tang Tour. Each entity contributed to a multifaceted presentation of Shanghai’s tourism appeal.
Shanghai Film Park: Cinematic Heritage Meets Tourism
Making its debut at ITB Berlin, Shanghai Film Park, a nationally rated AAAA tourist attraction and a major film and television production site, captivated attendees. The park, known for its clusters of century-old Shanghai-style architecture, has developed innovative tourism programs. These initiatives seamlessly blend film culture with performing arts, educational visits, themed experiences, and seasonal festivals. Programs like the ‘Immersive Blossoms Shanghai Journey’ and the ‘New World Manor’ theater exemplify the park’s commitment to integrating cinematic heritage with cultural tourism experiences.
SCITS: Decades of Experience in Inbound Tourism
Shanghai China International Travel Service (SCITS), an inbound tour operator with over 70 years of experience, underscored its long-standing commitment to international tourism. As the first Chinese travel company to receive ISO9001 international quality certification, SCITS showcased its expertise. With over 30 consecutive years of participation at ITB Berlin, the company has cultivated strong relationships with travel operators in German-speaking markets. Leveraging its extensive experience, SCITS has curated premium itineraries that combine the allure of Shanghai with other destinations across the Yangtze River Delta. Last year, SCITS welcomed over 15,000 visitors from German-speaking regions. This year, under its ‘Discover the East’ brand, SCITS is promoting travel programs that merge traditional Chinese culture with broader Asian travel experiences.
Shanghai Han Tang Tour: Embracing Digital Innovation
Returning to ITB Berlin for the sixth time, Shanghai Han Tang Tour focused on expanding its international partner network and fostering insights exchange with global travel operators. The company is actively integrating artificial intelligence (AI) and digital tools into its daily operations and tourism services, signaling a forward-looking approach to enhancing visitor experiences.
Fostering Collaborations and Future Projects
During the trade show, the Shanghai delegation engaged in buyer matchmaking sessions within the China Pavilion, conducting one-on-one meetings with European travel professionals. These interactions aimed to explore potential collaborations. Shanghai Han Tang Tour and SCITS identified opportunities for joint itineraries, visitor exchanges, and co-marketing initiatives with European partners. Furthermore, Shanghai Film Park is in discussions with international cultural and tourism organizations to develop Shanghai-themed creative projects, including immersive theater and film-themed hotels, signaling a push towards innovative cultural tourism products.
Pre-Event Promotion and Media Outreach
Ahead of ITB Berlin, the China National Tourist Office in Frankfurt collaborated with regional broadcasters, including TV Berlin, TV Berlin-Brandenburg (TV BB), and Hamburg 1. This partnership resulted in the airing of travel features on various Chinese destinations, including Shanghai. Through the program ‘Brückenblick’, these segments highlighted cultural and travel experiences from several Chinese provinces and cities, generating pre-event interest and awareness.
