2026 SITE Shenzhen International Tourism Industry Expo

2026 SITE Shenzhen International Tourism Industry Expo (SITE) is a professional exhibition platform for the tourism industry founded and continuously held in Shenzhen; since its founding in 2014 it has become a professional exhibition linking tourism resources and industry cooperation in the Guangdong-Hong Kong-Macao region and has been certified by the Global Association of the Exhibition Industry (UFI).

Combining B2B and B2C markets, it organises a professional exhibition together with professional conferences and forums and public-facing activities, providing exhibitors with settings to reach both industry customers and the consumer market, and has held hundreds of national professional forums and summits over the years.

This is the 11th edition, with the proposed theme "Deepening a Global Vision, Innovating the Tourism Ecosystem", built around scale upgrading, a full ecosystem, refreshed experiences and practical business opportunities, highlighting immersive, interactive and sustainable value directions and continuing to deepen the dual drivers of precise B2B matchmaking and B2C scenario incubation.

The Shenzhen Study (Educational) Travel Resources Exhibition and the Shenzhen Self-Driving and Residential Travel Lifestyle Equipment Exhibition take place alongside, complementing the main show across several tourism industry segments and serving cultural tourism institutions, destinations, travel agencies, hotels and homestays, and tourism technology and equipment companies.