What does tourism look like in China today? A major expo in Tianjin offers some clues.

The 2026 China Culture and Tourism Industries Expo opened in Tianjin on September 3. The four-day event has brought together over 2,500 exhibitors from 20 countries and regions.

Visitors browse products at the Palace Museum booth at the 2026 China Culture and Tourism Industries Expo on September 3, 2026, in Tianjin. (Photo: VCG)

The expo is divided into 10 sections, covering tourism, cultural products, tourism equipment and international cooperation.

Technology is one of the main highlights. Visitors can try immersive digital experiences and experience smart equipment designed for tourist attractions. Some products also blend tourism with food, sports and cultural creativity.

Traditional culture is another focus. Museums and cultural institutions are showcasing cultural products and exploring new ways to present heritage. Cities and regions across China are also using the expo to promote local attractions and specialties.

Hosted by China's Ministry of Culture and Tourism, the expo runs through September 6.

Visitors take selfies at the booth of Memeland, a local family amusement park in Tianjin, on September 3, 2026. (Photo: VCG)

Visitors take photos with a panda mascot at the 2026 China Culture and Tourism Industries Expo on September 3, 2026, in Tianjin. (Photo: VCG)

Visitors view a robot food truck displayed at the 2026 China Culture and Tourism Industries Expo on September 3, 2026, in Tianjin. (Photo: VCG)