The 2026 Beijing International Cultural Tourism Consumption Expo opened on Friday at Phase II of the capital's China National Convention Center, bringing together cultural and tourism resources from around the world and showcasing the latest trends in travel, technology and consumer experiences.
Hosted by the Beijing Municipal Bureau of Culture and Tourism, the three-day event combines a business-to-business trade exhibition, themed showcases and public experience zones, creating a platform that connects professional exchanges with consumer engagement.
This year's expo has attracted 637 exhibitors, up 26 percent year-on-year, while 30 cities from 12 provincial-level regions are participating, up 15 percent. International participation has also expanded, with 33 enterprises from 17 countries and regions taking part, and the international exhibition area has grown by 30 percent.
The expo features a strong international presence, bringing together tourism organizations and enterprises from countries and regions such as France, Australia, New Zealand, Pakistan, Mongolia, Cambodia, and the Philippines. Visitors can explore diverse cultural products, handicrafts and tourism offerings from around the world in one venue.
The event is being held in close coordination with the 2026 Beijing Inbound Tourism Development Conference, which has attracted international buyers and industry professionals, facilitating business negotiations, procurement opportunities and cross-border cooperation.
Exhibition groups from Tianjin, Hebei, Jiangsu, Guangdong, Guangxi, Inner Mongolia, and Ningxia are showcasing local specialties, technological innovations and cultural heritage resources.
The Beijing pavilion is a major attraction, bringing together leading cultural institutions and tourism brands, including Beijing Gifts and the Capital Museum. The city's 16 districts are jointly presenting tourism resources that blend historical heritage with modern urban vitality.
This year's expo will debut an intelligent supply-and-demand matching system. The platform allows participants to publish business needs online before the event, receive automated matchmaking services, and conduct preliminary discussions ahead of in-person meetings.
Professional negotiation areas were bustling on opening day, with travel agencies, scenic areas, hotels, and cultural enterprises engaging in business talks and signing cooperation agreements.
Leading tourism companies, such as BTG Group, Trip.com Group and Utour Group, are also presenting new products, travel packages and promotional offers.
Digital innovation is a key feature of the expo. Humanoid robots developed by Unitree Robotics attracted large crowds with interactive performances, while automotive brands including ARCFOX, NIO and Xiaomi showcased their latest models, highlighting emerging trends in green mobility and self-driving travel.
Visitors also experienced AI-powered products, such as real-time translation smart glasses from iFLYTEK, AI fashion-changing robots and beverage-making service robots. Interactive installations combining cultural experiences with digital technology further demonstrated how artificial intelligence is reshaping tourism consumption.
The expo runs through June 7. Additional events, including a tourism resource matchmaking conference for hotels and travel agencies and the Second Smart Tourism Ecosystem Conference, will be held on June 6.
