Home » TRAVEL EVENT NEWS » Cultural Tourism Takes Center Stage at China International Travel Mart 2025 – Key Insights from Hainan Exhibition Published on
December 25, 2025The China International Travel Mart (CITM) 2025 wrapped up in Haikou, Hainan with a resounding emphasis on cultural tourism, innovation, and international collaboration. The three-day exhibition, held from December 19 to 21, 2025, showcased creative tourism products, highlighted digital tourism solutions, and facilitated strategic partnerships that are set to shape the future of the global tourism landscape.As Hainan steps into its role as an emerging tourism and free-trade hub for the region, the event also marked a historic moment with the fair being held on Hainan Island for the first time since its inception in 1998. The exhibition covered more than 65,000 square meters at the Hainan International Convention and Exhibition Centre, and brought together more than 1,000 industry professionals from over 100 countries and regions under the theme “Nihao China,” signaling a shift towards more integrated tourism experiences.Cultural Tourism Takes Center StageOne of the standout elements of the China International Travel Mart 2025 was the overwhelming focus on cultural tourism and how it is becoming a driving force in China’s tourism development. Exhibitors presented a variety of experience-driven products that blend heritage with local lifestyle, reflecting the growing trend of immersive travel experiences.AdvertisementIn particular, the cultural-tourism integration zone allowed destinations and operators to showcase products such as heritage trails, festival-based tourism, and museum-linked experiences, all designed to appeal to the more discerning traveler. The rise of experiential tourism was evident, as many showcased regional specialties and products designed to create lasting, meaningful travel experiences.These cultural tourism offerings not only represent a shift in China’s tourism strategy but also signal the country’s growing importance as a hub for cultural exchange and tourism innovation in the Asia-Pacific region. Visitors could engage with products that celebrate the diversity and rich heritage of both China and the broader Asia-Pacific region, aligning well with the increasing demand for authentic and meaningful travel experiences.Advertisement Technology Meets Tourism: The Digital RevolutionAnother key takeaway from the exhibition was the integration of technology into the travel offerings. As part of the ongoing digital tourism transformation, many of the exhibits featured innovative digital solutions designed to enhance the traveler experience. Virtual and augmented reality (VR/AR) displays provided visitors with a chance to explore destinations and experiences in new ways, allowing them to interact with digital content and eng …
