Home » CHINA TRAVEL NEWS » Shanghai Shines at ITB Berlin 2026: China’s Cultural Tourism Takes the Spotlight in Europe’s Premier Travel Trade Show! Published on
March 12, 2026Image generated with AiShanghai’s cultural and tourism delegation made a significant impact at ITB Berlin 2026, held from 3 to 5 March. As one of the largest travel trade shows globally, ITB Berlin celebrated its 60th anniversary by attracting over 100,000 industry professionals and exhibitors from more than 180 countries. The event provided Shanghai with the perfect platform to showcase its diverse cultural attractions and unique tourism offerings to the European market.A Prominent Space for Shanghai at ITB BerlinWithin the China Pavilion, which covered an expansive 459-square-metre area, tourism authorities from 15 Chinese provinces and municipalities, including Shanghai, Beijing, Zhejiang, and Hubei, came together to present China’s rich cultural heritage and diverse tourism offerings. The Shanghai Municipal Administration of Culture and Tourism led the city’s delegation, which included renowned organisations like Shanghai China International Travel Service (SCITS), Shanghai Film Park, and Shanghai Han Tang Tour. These exhibitors were at the forefront of Shanghai’s efforts to expand its international appeal and solidify its position as a must-visit destination for travellers worldwide.Shanghai Film Park Debuts at ITB BerlinA key highlight of Shanghai’s presentation at ITB Berlin was the debut of Shanghai Film Park. Known for its distinctive century-old Shanghai-style architecture, the park serves as a major film and television production site and has become a popular destination for cultural tourism. Visitors to the park can engage in a variety of programmes that blend film culture with performing arts, educational visits, and seasonal festivals. Programmes such as the Immersive Blossoms Shanghai Journey have been develop …
