Shenzhen International Tourism Industry Expo (SITE) 2026Dates, Registration & Visitor Guide

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.