11th China (Shenzhen) International Tourism Expo 2026

The 11th China (Shenzhen) International Tourism Expo (abbreviated as Shenzhen International Tourism Expo or SITE) will grandly take place in November 2026 at the Shenzhen (Futian) Convention Center. Since its inception in 2014, SITE has become a significant professional tourism exhibition in the region due to its strategic location in the core area of the Guangdong-Hong Kong-Macao Greater Bay Area. The previous exhibitions not only connected global quality tourism resources but also continued to drive interaction and development within the tourism industry across South China and the entire nation through hundreds of high-level summits and forums.

The theme for this year's expo is "Deepening Global Vision, Innovating Tourism Ecology," focusing on four core propositions: "Scale Upgrading, Ecological Panorama, Experience Renewal, and Practical Business Opportunities." It emphasizes the three value dimensions of "Immersive, Interactive, and Sustainable", aiming to create a tourism empowerment platform that closely integrates global industry resources and precisely matches business opportunities.

This expo will continue to enhance the dual driving model of "B2B Precision Matching" and "B2C Scenario Incubation" to realize the efficient flow of resources at the industrial end and the deep activation of demand at the consumer end. At the same time, the 6th Shenzhen Research (Travel) Study Resource Expo and the 5th Shenzhen Self-Driving Travel and Living Equipment Expo will also be held, focusing on niche tracks and deepening vertical fields, forming a complementary pattern with the main expo through "Universal Coverage + Precision Breakthrough" to unlock infinite possibilities for the integration of the cultural and tourism industry.

In November 2026, global practitioners, investors, and innovators in cultural and tourism will gather in Shenzhen to explore new opportunities in the industry and to draw a new blueprint for cultural and tourism. Various exhibition areas will cover tourism organizations, tourist attractions, outdoor products, outdoor equipment, self-driving travel, and service providers, showcasing a wide range of tourism resources and related products.