Visitors will be able to explore destinations from around the world without leaving the Chinese capital when the 2026 Beijing International Cultural and Tourism Consumption Expo opens on June 5 at the Phase II venue of Beijing's China National Convention Center.
Hosted by the Beijing Municipal Bureau of Culture and Tourism, the three-day event will be held alongside the 2026 Inbound Tourism Development Conference, bringing together industry trade exhibitions, themed showcases and public interactive experiences.
A series of parallel events will also be staged during the expo, including tourism service promotional sessions, hotel and travel agency matchmaking events, discussions on local gifts and souvenirs, and forums focusing on digital and intelligent tourism development.
This year's expo focuses on five themes — travel, shopping, appreciation, cuisine, and entertainment — highlighting new trends in tourism consumption and cultural experiences.
In the travel section, visitors will be able to explore tourism resources from countries including France, Australia and New Zealand, while provinces and cities across China will showcase local cultural and tourism offerings. Beijing's 16 districts will also present distinct travel experiences.
The shopping section will bring together major brands and tourism enterprises, including the Temple of Heaven, JD Travel and Beijing Post.
Travel agencies such as BTG Travel Services, Trip.com Group and Utour Group will offer promotional travel packages, tickets and discounts during the expo.
Four national-level museums, including the National Wetland Museum of China and the Chinese National Museum of Ethnology, will present cultural creative products and interactive displays.
The Capital Museum will also showcase cultural products related to its exhibition, Maize, Gold, and Jaguar — Ancient Maya and Andes Civilizations.
Technology and digital tourism will feature prominently at the expo, where visitors can experience virtual tours, AI-powered tourism systems, humanoid robots, and digital humans.
Traditional culture and intangible cultural heritage will remain a major focus of the expo. Craftspeople will stage live demonstrations, allowing visitors to experience traditional Chinese craftsmanship firsthand.
Institutions such as the Beijing Institute of Fashion Technology will also present original design works and contemporary Chinese aesthetics.
Food will play another major role at the expo, with Beijing snacks, traditional pastries and intangible cultural heritage cuisine available to sample. Changyu AFIP Chateau will offer wine tastings, while the Beijing time-honored restaurant brand Ziguangyuan will showcase its popular yogurt products.
The expo will also feature interactive activities, including customized collectible stamps, check-in events and gift programs.
