The China (Guangdong) International Tourism Industry Expo (CITIE), a prominent exhibition event in Guangdong Province, is gearing up for its 16th edition, scheduled from September 13 to 15, 2024, at Zone A of the China Import and Export Fair Complex in Guangzhou. Since its debut in 2009, CITIE has established itself as a premier platform for international tourism exchanges, successfully running for 15 consecutive years. This year’s expo, hosted by the Culture and Tourism Development and Support Center of Guangdong Province and organized by GZL International Travel Service Ltd. in collaboration with GZL International Conference and Exhibition Services Ltd., promises to be a significant event in the global tourism calendar.
CITIE 2024 will feature an impressive array of international cultural and tourism enterprises across three major themed pavilions: the International Culture and Tourism Hall, the Culture and Tourism Hall, and the Culture and Tourism Consumption Experience Hall. These pavilions will host organizations, businesses, and agencies from nearly 50 countries and regions, as well as representatives from over 30 provinces and cities within China. The expo is set to be a powerful demonstration of the tourism industry’s recovery and growth following the pandemic, showcasing diverse travel destinations and fostering new global partnerships.
As a key gateway to China’s tourism market, CITIE 2024 will highlight the region’s role in promoting international tourism. The expo will feature nearly a full return of overseas exhibitors to pre-pandemic levels, with a notable 41.6% increase in international travel agencies independently participating compared to 2023. This uptick reflects the robust recovery of the global tourism sector. International airlines, including Turkish Airlines, Royal Brunei Airlines, Ethiopian Airlines, and Vietnam Airlines, are also set to participate, aiming to strengthen their ties with Chinese travelers and boost their regional visibility.
A major highlight of this year’s expo will be the return of the Quality Europe Pavilion, which will showcase cultural and tourism promotions from countries such as France, Italy, Spain, Portugal, Poland, and Croatia. This pavilion will offer visitors an opportunity to explore Europe’s rich heritage and travel offerings. Additionally, a special exhibition area celebrating the 75th anniversary of diplomatic relations between China and Russia will be featured. As part of the China-Russia Culture Year, this pavilion will emphasize the cultural and tourism connections between the two nations, with St. Petersburg returning for the second consecutive year and other Russian regions like Murmansk and Novosibirsk making their debut.
For the first time, CITIE 2024 will introduce the “Light Luxury Adventure Exhibition Area,” focusing on new tourism trends such as safari adventures from Africa. This addition highlights the growing interest in luxury adventure travel and aims to foster collaborations between Chinese and African tourism businesses. The expo will also feature vibrant promotions from Malta, Laos, Mexico, and Tanzania, offering interactive experiences to showcase their unique travel experiences.
A key focus of CITIE 2024 will be promoting China’s 144-hour visa-free transit policy, which allows international travelers to visit certain regions in China without a visa for up to six days. This policy has been instrumental in boosting inbound tourism, attracting global visitors to explore China’s rich cultural and historical landmarks. Guangdong, as a major gateway for inbound tourism, will play a crucial role in promoting this policy. The expo will feature leading travel agencies from the region, such as GZL International Travel Service, Guangdong China Travel Service, and China Comfort Tourism Group, which will highlight inbound tourism products and collaborate with international destinations to offer high-quality travel experiences.
CITIE 2024 will also showcase the cultural and tourism vitality of China’s Greater Bay Area and reflect the country’s growing influence in the global tourism industry. Major Chinese enterprises, including China Mobile Communications Group, OCT Group, China Southern Airlines, and Guangdong Provincial Tourism Holdings, will participate, presenting their cultural and tourism resources and engaging in business negotiations with international partners. Local industry associations from cities within Guangdong Province will invite professional buyers, facilitating valuable business exchanges.
To enhance networking opportunities, CITIE 2024 will offer a mix of online and offline meetings. Exhibitors and buyers can use online booking and customization services to plan their schedules, while a dedicated “business speed matching” session during the expo will facilitate real-time connections and strengthen business relationships.
The expo will feature hundreds of exhibitors from various sectors, including airlines, hotels, travel agencies, and tourism boards. Highlights include destination showcases from popular spots like Bali, Tokyo, and Paris, as well as emerging locations. Visitors can also experience tourism technology innovations, cultural performances, food tastings, and workshops on sustainable tourism and digital marketing strategies.
Guangzhou’s efficient public transportation system provides easy access to the China Import and Export Fair Complex. Options include Metro Line 8 to Pazhou Station, multiple bus lines, and ride-sharing services. Nearby accommodation ranges from luxurious hotels like Langham Place Guangzhou to budget-friendly hostels such as Backpacker Hostel Guangzhou. While in Guangzhou, visitors can explore local attractions such as Canton Tower, Shamian Island, and Chen Clan Ancestral Hall, and enjoy Cantonese cuisine including dim sum and char siu.
As one of China’s premier tourism expos, CITIE 2024 is set to be a landmark event, showcasing global tourism trends and fostering deep cultural exchanges. With a record number of exhibitors and innovative networking opportunities, CITIE 2024 promises to be an essential gathering for professionals in the travel, tourism, and cultural industries.
