The 2025 China (Guangdong) International Tourism Industry Expo (CITIE) opened on September 12 at the Canton Fair Complex in Guangzhou, with a strong emphasis on inbound travel. For the first time, the three-day event features a dedicated Inbound Tourism Pavilion, highlighting Guangdong's ambition to make China more accessible and attractive to international visitors.

Covering 40,000 square meters, the expo has drawn institutions from nearly 50 countries and regions, along with over 100 premium destinations and 500 cultural and tourism enterprises. National delegations from Thailand, Japan, South Korea, and Russia are among the 28 countries represented, while more than 20 international airlines and cruise operators are promoting global connectivity to China. 

The new Inbound Tourism Pavilion brings together leading players such as Trip.com Group, GZL International Travel Service, Guangzhou Baiyun International Airport, and Nansha International Cruise Home Port. Designed around four pillars — policy, transport, itineraries, and experience — the pavilion provides one-stop solutions for overseas travelers, from visa-free transit policies to seamless airport–city connections and curated travel routes across Guangdong and the Guangdong-Hong Kong-Macao Greater Bay Area.

Immigration authorities are also on site. The Guangzhou General Station of Immigration Inspection introduced its "Smooth Border Crossing" initiative, offering face-to-face consultations and policy briefings. Travelers and industry professionals can learn about China's expanded 240-hour visa-free transit policy, which now covers travelers from more than 60 countries. Officials say the upgraded measures are already driving demand: in the first half of 2025, Guangzhou welcomed over 1.52 million foreign visitors, up 40% year-on-year, with leisure tourists making up half of arrivals.

"Border checkpoints are the first window into China," said Zheng Ying, an immigration officer from the Zhoutouzui Immigration Inspection Station. "By providing pre-arrival policy guidance and faster clearance services, we aim to deliver a smoother travel experience for international guests and tailored solutions for tourism businesses."

In addition to policy support, the expo features cultural showcases, interactive experiences, and preferential travel products. Large travel companies are rolling out discounts on package tours, hotel bookings, cruises, and visas, while Guangdong is distributing millions of yuan in cultural tourism vouchers — available not only to local residents but also to inbound travelers. 

As China positions itself as a top destination for international tourism, Guangdong's central role as a hub for the Greater Bay Area makes the expo a key platform for fostering cross-border travel and global partnerships.