Published on
September 12, 2025
The China (Guangdong) International Tourism Industry Expo is gearing up to showcase a remarkable collection of global destinations this year, with South Korea, Japan, Mexico, Portugal, Uganda, Brazil, and Italy leading the way. As one of the most anticipated tourism expos in the region, this event promises to highlight the diverse cultural, historical, and natural wonders each country has to offer. Taking place in Guangdong, China, the expo aims to foster international collaboration, tourism exchange, and business opportunities between nations and industry professionals.
South Korea’s booth will capture the essence of its modern innovation and rich cultural heritage, offering insights into its booming tourism sector. Visitors can expect to experience the vibrant city life of Seoul, the tranquil beauty of Jeju Island, and the country’s impressive technological advancements. Japan, known for its seamless blend of tradition and technology, will present its unique offerings, from serene temples to bustling metropolises like Tokyo, ensuring travelers are inspired by its variety.
Mexico, with its vibrant festivals, world-renowned cuisine, and stunning beaches, will take center stage, enticing visitors with the warmth of its people and diverse experiences. Portugal, rich in history, architecture, and wine culture, will invite attendees to explore its picturesque landscapes and famous coastal cities like Lisbon and Porto.
Uganda, the Pearl of Africa, will highlight its extraordinary wildlife, including gorilla trekking in the Bwindi Impenetrable Forest, while Brazil will promote its lively culture, iconic Carnival, and natural wonders like the Amazon rainforest and the Iguazu Falls. Italy, renowned for its art, history, and culinary delights, will captivate travelers with its timeless cities like Rome, Venice, and Florence.
This year’s expo promises to be a dynamic platform for showcasing the best of these destinations, drawing attention to their unique contributions to the global tourism landscape while strengthening international ties. With each country presenting its best tourism offerings, the event serves as a crucial opportunity to foster global travel connections and inspire future explorations.
Guangdong, one of China’s most economically dynamic regions, is set to host a major tourism event in September 2025. The GlobeMeets B2B Travel Event will take place from September 12 to 14 at the China Import and Export Fair Complex, commonly known as the Canton Fair Complex, in Guangzhou. As the global tourism industry seeks to bounce back post-pandemic, the China (Guangdong) International Tourism Industry Expo (CITIE) promises to be a vibrant and essential platform for industry stakeholders from around the world.
As the travel and tourism sector continues to recover, trade shows and exhibitions like CITIE 2025 provide a much-needed space for connecting travel professionals, showcasing destinations, and forging new partnerships. For those interested in global tourism and regional development, CITIE 2025 offers a unique opportunity for exposure to both B2B and B2C audiences.
A Deep Dive into CITIE 2025
CITIE: A Premier Tourism Trade Fair
The China International Tourism Industry Expo (CITIE) was established in 2005 and has grown to become one of the leading events in the tourism sector. Since its inception, CITIE has been instrumental in connecting global tourism providers, showcasing emerging destinations, and facilitating new business relationships across multiple sectors. The 2025 edition promises to be even larger, with over 3,000 exhibitors and 20,000+ visitors expected, setting the stage for exciting interactions between travel professionals, tourism agencies, cultural organizations, and government representatives.
One of the key attractions of CITIE 2025 is its focus on both local and international participation. The event is set to host over 50 countries and regions, offering a wide range of global tourism solutions. From airlines and cruise companies to tourism service providers and MICE organizers, the event will bring together a diverse mix of stakeholders, including trade professionals and business buyers.
Why Guangdong? The Strategic Importance of the Region
Located in the Greater Bay Area of China, Guangdong is a powerhouse when it comes to economic and cultural exchange. With a population of over 100 million people, it stands as a central hub for trade, technology, and now tourism. The integration of tourism into Guangdong’s broader economic development plans is evident in the focus on creating a global tourism marketplace through events like CITIE.
This dynamic region’s strategic location makes it an ideal meeting point for international tourism professionals seeking to tap into the Asian market. The ongoing development of the Hong Kong-Macao Greater Bay Area has further enhanced the region’s connectivity, making it easier for international businesses to collaborate with Chinese firms and tourism authorities.
Thematic Pavilions at CITIE 2025
One of the standout features of CITIE 2025 will be its themed pavilions, which will cater to specific areas within the tourism industry. The thematic approach helps both exhibitors and visitors focus on relevant areas, making the event more efficient and productive. Here are some key pavilions to look forward to:
International Cultural Tourism Pavilion
This pavilion will showcase a wide array of global cultural tourism destinations. Countries from across the world will present their rich heritage, traditions, and unique travel experiences to help foster international tourism collaboration.
Culture & Tourism Integration Pavilion
Highlighting the growing relationship between cultural initiatives and tourism, this pavilion will provide an opportunity for tourism authorities, government representatives, and businesses to discuss the integration of cultural and tourism products. It will serve as a platform for showcasing innovative ways to merge both sectors into a seamless experience for tourists.
Tourism Consumption Experience Pavilion
In a bid to elevate the travel experience for consumers, this pavilion will provide interactive experiences for visitors. Travelers and trade professionals alike can participate in various activities designed to promote and test tourism products and services.
Time-honored Brands Pavilion
The Time-honored Brands Pavilion will shine a spotlight on established tourism brands from around the world. This is an excellent opportunity for well-known players in the tourism sector to connect with consumers and industry professionals.
Smart Culture & Tourism Initiative Pavilion
With technology playing an increasingly central role in the travel industry, the Smart Culture & Tourism Initiative Pavilion will explore innovative digital technologies in tourism. From virtual reality tours to AI-powered travel solutions, this pavilion will showcase the future of digital tourism.
Global Participation and Key Highlights
CITIE 2025 will bring together a vast array of global participants. Saudi Arabia is set to make its debut as an official delegation, celebrating the 35th anniversary of diplomatic relations between China and Saudi Arabia. This marks an exciting development in the region’s growing focus on cross-border tourism. The participation of over 20 international airlines and cruise companies, as well as 30 overseas inbound travel agencies, underscores the event’s global appeal.
For the Chinese tourism market, CITIE represents a significant step toward solidifying its place as a global tourism leader. The Greater Bay Area, known for its economic power and high-tech capabilities, is seen as a critical region for fostering international tourism connections.
Networking Opportunities and Market Expansion
One of the main draws for attendees is the networking opportunities. The event will bring together a host of international buyers, including tourism agencies, tour operators, and travel service providers, providing a rare chance to form valuable business relationships. Additionally, the Guangdong-Hong Kong-Macao Greater Bay Area serves as an excellent point of access for businesses looking to expand into the Asian tourism market.
With the potential for face-to-face meetings and discussions, CITIE 2025 offers a more personalized and productive experience compared to other digital or online forums. For exhibitors and visitors alike, it is an ideal platform for showcasing products, expanding brands, and meeting the right people.
Innovative Features of CITIE 2025
CITIE 2025 is expected to feature cutting-edge digital technologies and interactive events that make it stand out as a modern exhibition. Attendees will have access to high-tech showcases, allowing them to experience new products and services in immersive ways. This year, the emphasis will be on how technology is changing the way people experience and consume tourism.
Why Attend CITIE 2025?
For those in the tourism industry, attending CITIE 2025 is a must. Whether you’re a travel agency, a tour operator, or a tourism service provider, this event will allow you to expand your network, showcase your products, and stay up-to-date with the latest developments in the sector. For businesses looking to break into the Chinese market, the event provides an excellent gateway to one of the most rapidly growing tourism sectors in the world.
Looking Ahead: The Future of Global Tourism
As the world continues to embrace the post-pandemic recovery, events like CITIE 2025 offer hope and opportunity to the global tourism industry. With its combination of international participation, cultural exchange, and digital innovations, CITIE 2025 is set to be one of the most significant events in the tourism calendar. For industry professionals and tourism enthusiasts, this is a must-attend event that promises to shape the future of global tourism.
Image Source: China (Guangdong) International Tourism Industry
