The three-day Shenzhen International Tourism Industry Expo concluded on November 14, 2025, at the Shenzhen Convention and Exhibition Center. This annual cultural and tourism extravaganza, bringing together exhibitors from 30 countries and regions, ultimately concluded with a total contract value of $800 million, a 25% increase compared to the previous edition, setting a new record for contract value at tourism expos in the Asia-Pacific region since the pandemic. The latest data from the National Immigration Administration shows that with the expansion of visa-free policies to 54 countries, China's inbound tourism bookings in 2025 have recovered to 128% of the same period in 2019, and the impressive results of the Shenzhen Tourism Expo vividly illustrate this trend.
International Exhibition Area's VR Technology Draws Crowds, Cultural and Tourism Resources from 30 Countries "Break Through the Circle"
In the most eye-catching international exhibition area, long queues formed in front of the Tourism Authority of Thailand's holographic projection booth. Visitors wearing VR devices could "instantly teleport" to Chiang Mai's Old City and experience the tactile feedback of elephants walking through the streets. This immersive experience led Sarah, an American travel agency exhibiting at the event, to sign a 2026 charter flight agreement for 10,000 tourists: "Chinese tourists need deeper cultural interaction, and we plan to replicate this technology in Yellowstone National Park routes." The European pavilion showcased a combination of culture and technology. The AI-powered tour guide robot at the Italian booth automatically recommended off-the-beaten-path routes based on tourists' skin color and age; when it detected Chinese families, it prioritized showcasing the Venice children's mask-making workshop. The 3D-printed chocolate machine at the Swiss pavilion, combining the Matterhorn's shape with auspicious animal elements from the Forbidden City, attracted an average of 5,000 visitors daily. The Director of the Shenzhen Municipal Bureau of Culture and Tourism revealed at the opening ceremony that the international exhibition area reached 12,000 square meters, a 40% expansion compared to the previous edition, with countries along the Belt and Road Initiative accounting for over 60% of the exhibition space.
Smart customs clearance system becomes a focal point; policy dividends activate inbound tourism market. At the Guangdong-Hong Kong-Macao joint exhibition booth, the newly opened smart customs clearance demonstration area became a must-visit for professional visitors. Staff demonstrated the "face recognition + fingerprint" dual-channel verification process, with a system response time of only 0.8 seconds, five times more efficient than traditional manual channels. New policies released by the National Immigration Administration show that 12 ports in the Guangdong-Hong Kong-Macao Greater Bay Area, including the Shenzhen Bay Port, have achieved full coverage of the 240-hour visa-free transit policy. Combined with the electronic declaration system, the entire process for foreign tourists from arrival to hotel check-in can be reduced to within 2 hours.
The policy benefits are directly reflected in exhibitors' confidence. The big data screen at the Trip.com booth displayed real-time data showing that during the exhibition, international bookings for trips to China during the 2026 Spring Festival surged by 300% year-on-year, with business class bookings for the Shenzhen-Sydney route accounting for 45%. "Chinese tourists are shifting from 'sightseeing and check-ins' to 'in-depth experiences.' Our 'Travel with Intangible Cultural Heritage' themed product has already received group bookings from 23 countries," the Director of International Business at Tuniu.com told reporters.
Behind the $800 Million in Contracts: The Asia-Pacific Tourism Hub is Taking Shape Data released by the exhibition organizing committee shows that cross-border cultural tourism investment accounted for 62% of the $800 million in transactions. The "Southeast Asian Cultural Theme Park" project signed between Genting Group of Malaysia and Shenzhen Cultural Tourism Group plans to introduce an immersive Peranakan cultural theater and a tropical biodiversity museum, with a total investment of $320 million. Notably, smaller cities are becoming new hotspots. The hot spring health cooperation agreement signed between Huizhou and Kumamoto Prefecture, Japan, will create a cluster of Japanese-style hot spring baths in Luofu Mountain, expected to receive 150,000 international tourists annually.
Xu Jing, Director of the Asia-Pacific Department of the United Nations World Tourism Organization, pointed out at the forum: "The achievements of the Shenzhen Tourism Expo confirm China's pivotal position in the Asia-Pacific tourism landscape. In the first half of 2025, 68% of international tourists entering through Shenzhen ports chose to continue their journeys to other provinces and cities. This radiating effect is reshaping the regional tourism landscape." The "China Inbound Tourism Development Report," released concurrently during the exhibition, predicts that with the implementation of the 144-hour visa-free transit policy in more cities, China's inbound tourism revenue is expected to exceed $200 billion in 2026.
After the exhibition concludes, some international exhibition areas will remain open to the public until November 20th. Citizens can make reservations through the "iShenzhen" APP to experience a global cultural and tourism technology extravaganza, ranging from VR hunting in the Kenyan grasslands to AI sommeliers for French wine. This cultural and tourism carnival, bringing together global wisdom, is conveying the "Beautiful China" brand to a wider world stage through signed agreements and technological interactions.