China International Travel Mart 2025 outcomes highlight innovation in cultural tourism products, strategic partnerships and Hainan’s role as a gateway for inbound and outbound tourism markets in Asia-Pacific.
The China International Travel Mart 2025 outcomes underscored the central role of cultural tourism products and international partnerships as key drivers in China’s broader tourism market development. The three-day exhibition, held from 19 to 21 December in Haikou, Hainan province, brought together more than 1,000 industry professionals from over 100 countries and regions under the theme “Nihao China,” reflecting a renewed emphasis on integrated tourism experiences and inbound travel growth.
For the first time since its inception in 1998, the China International Travel Mart was held on Hainan Island, reinforcing the province’s emerging strategic position as a national tourism and free-trade hub. The event occupied more than 65,000 square meters of exhibition space at the Hainan International Convention and Exhibition Centre. It was divided into five major zones covering domestic tourism, international travel, inbound tourism consumption, cultural-tourism integration, and a dedicated showcase for Hainan’s tourism development.
Cultural tourism products and innovation at the forefront
Among the key outcomes of the China International Travel Mart 2025 was a strong focus on cultural tourism products and innovation. Exhibitors highlighted creative tourism offerings that blend heritage, local lifestyle and immersive experiences, reflecting broader industry trends toward experiential travel. The cultural-tourism integration zone provided a platform for destinations and operators to present heritage trails, festival-based tourism products, museum-linked experiences and regional specialities designed to appeal to higher-value domestic and international travellers.
Another notable aspect of the exhibition was the incorporation of technology into travel offerings. The fair showcased digital tourism solutions and tech-driven experiences, from innovative tourism platforms to virtual and augmented reality displays that allow industry buyers to engage with products in novel ways. These innovations align with global trends in tourism technology and signal how Chinese exhibitors and destinations are leveraging digital tools to enhance product appeal and operational efficiency.
Global partnerships and bilateral cooperation
The China International Travel Mart 2025 outcomes also included enhanced international cooperation. Thailand was named Guest Country of Honour, celebrating decades of diplomatic tourism partnerships and positioning the country as a key ASEAN partner in two-way travel development. At the event, Thai authorities signed strategic cooperation agreements with their Chinese counterparts, focusing on connectivity, promotion, and shared market access. In parallel, Azerbaijan and China discussed deeper tourism cooperation frameworks, emphasising mutual visa facilitation and joint marketing activities to boost bilateral flows. These developments illustrate how the event served as a platform to strengthen destination alliances and commercial collaborations.
In closing, the exhibition demonstrated how trade events can catalyse new business connections, market intelligence exchange and destination branding initiatives. The China International Travel Mart 2025 outcomes position cultural tourism and international collaboration as core components of future tourism strategies in the Asia-Pacific, signalling opportunities for travel brands, destination marketers, and experience design operators seeking growth in China’s dynamic tourism markets.