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January 26, 2026In the heart of Bangkok’s bustling Queen Sirikit National Convention Center, a small piece of East China’s soul came to life this January. From January 22 to 25, the Thai International Travel Fair (TITF) 2026 served as the prestigious stage for the Zhejiang Provincial Department of Culture, Radio, Television and Tourism to unveil its latest vision for global travel.Under the banner of “Picturesque Zhejiang,” the province didn’t just showcase destinations; it invited the world to experience a lifestyle where ancient Jiangnan traditions harmonize with cutting-edge digital convenience. For those in attendance, it was a reminder that while the world is moving faster than ever, there are still places where time seems to slow down—if only to let you admire the scenery.Advertisement The “Picturesque Zhejiang” ExperienceNestled within the “Hello! China” national pavilion, the Zhejiang booth became a focal point for curious travelers and industry veterans alike. Far from the sterile presentations often found at trade fairs, Zhejiang leaned into its aesthetic identity.Visitors were greeted with more than just pamphlets. The booth offered a tactile journey through the Jiangnan region (the area south of the Yangtze River). On display were design-focused cultural souvenirs that reimagined traditional craftsmanship for modern use—items that told a story of a heritage that refuses to stay in a museum, choosing instead to live in the everyday.AdvertisementFrom detailed maps to elegantly designed guidebooks, the physical materials provided a roadmap for exploration. However, the true star of the show for many was the “Zhejiang Travel” digital platform. In an era where “travel friction” is the greatest deterrent for international tourists, Zhejiang’s emphasis on navigation, accessibility, and real-time visitor services showed a province ready to welcome the world with open arms and smart technology.Curated Journeys: Two Ways to See ZhejiangThe highlight of the event was a dedicated destination briefing held on January 24. During this session, tourism officials moved beyond generalities to reveal two meticulously curated itineraries designed specifically for international audiences:AdvertisementAdvertisement“Zhejiang: Through Mountains & Waters”: This itinerary focuses on the province’s breathtaking natural geography. It takes travelers from the misty peaks that have inspired poets for centuries to the serene riverbanks that define the region’s topography. It is a journey for the soul, emphasizing the “Picturesque” in the province’s branding.“Jiangnan: A Time of Enchantment”: For the history buffs and culture seekers, this route dives deep into the heart of Chinese civilization. It expl …
