In 7 weeksTrade show · Travel & Tourism · 11th edition
SITE 2026: 11th Shenzhen International Tourism Expo
深圳国际旅游产业博览会 2026
South China tourism trade and consumer fair combining B2B matchmaking with public activities, plus study-travel and self-drive equipment expos.
AI illustration- Dates
- 27–29 Nov Fri–Sun · 3 days
- Venue
- Futian CEC Futian
- Running since
- 2014 Once a year in November
- Entry
- Free or register on site
- Open to
- Trade only business visitors
What is Shenzhen International Tourism Industry Expo (SITE)?
SITE, also called the Shenzhen International Tourism Expo, is a South China travel-industry fair held each November at the Futian Convention & Exhibition Center. It was founded in 2014, gained UFI approval in 2021, and is supported by Shenzhen's culture and tourism bureau. The 11th edition runs on 27–29 November 2026. It mixes a B2B trade show with consumer-facing activity, and runs two specialist side shows: a study-travel (educational tourism) resources expo, now in its sixth year, and a self-drive and camping (travel-living) equipment expo in its fifth.
The 2025 edition gives a good picture of who takes part. Foreign tourism boards and embassies included the Embassy of Ethiopia, the Laos tourism promotion centre, Malta, Croatia and Portugal's national tourism offices and the Malaysia Healthcare Travel Council, plus resorts such as Hoshino Resorts Tomamu in Japan and Yas Island Abu Dhabi, and ground handlers from Spain and Iran. The organizer counted exhibitors from more than 30 countries and regions. Chinese destinations were led by Tibet, Kashgar and Ili in Xinjiang, Changbai Mountain, Qinghai's Chaka salt lake operator, Guilin and Yunnan, alongside Shenzhen attractions such as Splendid China and Shenzhen Safari Park. A tourism-technology hall focused on low-altitude tourism, with eVTOL and drone firms from Shenzhen's Bao'an district and a drone football match, and there were zones for camping gear, study-travel and cultural products, B&Bs and hotel supply, food travel and pet-friendly travel.
The trade side is aimed at travel agencies, OTAs, tour operators, destination developers and tourism investors, with a dedicated B2B meeting area and a hosted-buyer programme. More than 30 forums and nine destination presentations ran in 2025, including a South China travel-trade forum, the first China Low-Altitude Tourism Conference with eVTOL operators such as EHang, a green-hotels session co-run with the China Hotel Association and Meituan, World Animal Protection's elephant-friendly tourism standard, and a Greater Bay Area rural tourism conference. Kashgar and Ili staged folk-dance shows at their promotions.
For Shenzhen residents, the public side is a chance to collect travel ideas, especially for western China and nearby Asian destinations. For people in the travel business, it is a convenient annual gathering in Shenzhen for meeting destination boards and agencies from across China, and a useful place to spot trends such as study travel, self-drive and low-altitude tourism.
Why go
- Meet Chinese provincial and city tourism bureaus plus foreign tourism boards and ground handlers in one place
- Find partners in study travel, self-drive and camping, B&Bs and low-altitude (drone and eVTOL) tourism
- Use the B2B meeting area and hosted-buyer programme if you run an agency, OTA or destination
- Catch destination presentations with food, crafts and folk performances
- Public access alongside trade days, so it doubles as a travel-inspiration day out
Our take
Doors are 09:00–17:00 on all three days, with the opening ceremony on the morning of 27 November. If you are in the travel trade, apply as a professional visitor and use the B2B meeting area; the destination presentations are a good way to meet bureau officials. Much of the forum programme is in Mandarin.
Go if you're
- Travel agencies, tour operators and OTAs
- Destination marketing organisations and tourism bureaus
- Hotel, B&B and attraction operators and tourism investors
- Schools and education providers interested in study travel
- Shenzhen residents planning trips
Who exhibits
Some of the companies at the 2025 edition, from the organiser's exhibitor list and press.
Forums, awards & what else is on
- 6th Shenzhen Study-Travel Resources Expo (2026, concurrent)
- 5th Shenzhen Self-Drive and Camping Equipment Expo (2026, concurrent)
- 30+ forums in 2025, including the first China Low-Altitude Tourism Conference and a South China travel-trade forum
- Destination presentations with folk performances (Kashgar, Ili, Xiling Snow Mountain in 2025)
- Hosted-buyer programme and B2B meeting area
This year's edition
Hours: 27–29 Nov 09:00–17:00, trade and public days combined. Opening ceremony 27 Nov morning.
Days & opening hours
Hours are the organiser's. Last entry is usually 30 minutes before closing, and the last day often closes early.
How to get in
- Just turn upTrade visitors can almost always register at the on-site counter. Bring your passport and a business card.
- Or pre-register onlineFree, about 3 minutes. You get a QR e-badge and skip the counter queue. Organiser's registration page ↗
- Collect your badgeShow the QR (or your passport) at the badge desk. Screenshot it first — venue Wi-Fi is slow on day one.
Online application for trade visitors (separate form for the general public)
Flying in? The visitor guide
What international buyers ask us most, in one place.
Many passports get 30 days visa-free, and 55 nationalities can use 240-hour visa-free transit via Shenzhen when flying on to a third country. Check your eligibility before booking.
Link a Visa or Mastercard to Alipay or WeChat Pay before you fly — booths, taxis and canteens rarely take cards. Keep ¥500 cash for samples.
Get a roaming eSIM: Google, WhatsApp and Gmail don't work on hotel or venue Wi-Fi. Suppliers will ask for your WeChat, not your email.
Pre-register, bring your passport to collect the badge, and pack 200 business cards. Photograph each card next to the booth number — you'll forget by day two.
Hall English is patchy outside the big brands. A freelance interpreter costs ¥800–1,500 a day; book a week ahead for big fairs.
Don't carry 40 kg home. SF Express and DHL counters sit in the main lobbies and will ship samples door to door from about ¥200.
Walk to a dozen business hotels in the CBD, and to the rooftop bars afterwards.
- Enter from the metro level, not the street — the badge desks are underground.
- Lunch: skip the hall canteens and walk 5 min to the malls around Shopping Park.
Good to know
When is Shenzhen International Tourism Industry Expo (SITE) 2026?
Fri 27 Nov – Sun 29 Nov 2026. Doors open at 9am; the last day closes at 5pm.
Where is Shenzhen International Tourism Industry Expo (SITE) held?
Shenzhen Convention & Exhibition Center (深圳会展中心), 111 Fuhua 3rd Rd, Futian District. Take metro Line 1/4 to Convention & Exhibition Center station.
Is Shenzhen International Tourism Industry Expo (SITE) free to visit?
Yes for trade visitors. Pre-register online to skip the queue, or just turn up and register at the counter with your passport.
Is SITE open to the public?
Yes. The official site has separate application forms for professional visitors and for the general public, and the schedule lists trade and public days together over 27–29 November 2026.
Which countries exhibit?
In 2025 the organizer counted exhibitors from 30+ countries and regions, including Ethiopia, Laos, Malta, Croatia, Portugal and Malaysia, plus resorts from Japan and the UAE and ground handlers from Spain and Iran.
What are the side shows?
Two themed expos run alongside: the Shenzhen Study-Travel Resources Expo and the Shenzhen Self-Drive and Camping Equipment Expo.
What is low-altitude tourism?
Tourism built on drones and small aircraft such as eVTOLs: sightseeing flights, drone light shows and related infrastructure. SITE 2025 had a dedicated zone and a first China Low-Altitude Tourism Conference.
Is it only about China?
No, but domestic destinations dominate. Chinese provinces and cities promote their regions next to a smaller international section of tourism boards, resorts and ground handlers.
Sources
Researched from the organiser's own pages, last checked 2026-09-26. Spotted something out of date? Tell us.
- Official site · szite.com.cn ↗
- official site: 2026 introduction, dates, hours, side shows ↗
- official site: about SITE (since 2014, UFI 2021) ↗
- official site: 2025 edition review ↗
- official WeChat: 10th (2025) post-show report with exhibitors, forums and destination presentations ↗
- official site: hosted-buyer programme ↗
More trade shows in Shenzhen
Full 2026–27 calendar →More in Travel & Tourism