Hubei Province made a striking appearance at ITB Berlin 2026, the world's leading travel trade show held from March 3 to 5 this year, in Berlin, Germany. As part of the Chinese delegation with 15 provinces, Hubei showcased its unique cultural tourism resources under the theme "Zhiyin Hubei, Majestic Yangtze".

Building on the successful Spring Festival celebration gala and reception held in Berlin before the Spring Festival, Hubei further deepened its cultural exchange with Germany at ITB. The Hubei exhibition area, designed with distinctive Chu-style elements, became a focal point, featuring Han Embroidery demonstrations by inheritor Wang Guilian, interactive displays of the AI mascot "Dunbao", and various cultural creative products that attracted numerous international buyers.

During business sessions, the Hubei delegation visited the German Travel Association (DRV) and a local travel agency, reaching multiple consensus on brand promotion and market development. On the first day of ITB Berlin 2026, a cooperation agreement signed between travel agencies from Shiyan City and Germany on regularly organizing German tourists for study tours on Wudang Mountain. Several other travel enterprises from Hubei also reached preliminary cooperation intentions with overseas tour operators.

Through multi-channel promotion by the China National Tourism Office in Frankfurt, including broadcasts at Frankfurt International Airport, features on local TV station, and dedicated coverage on Germany’s authoritative magazine FVW, Hubei's tourism resources have been widely disseminated to the German public and industry professionals, effectively enhancing its visibility in the European market.

Hubei’s participation in ITB Berlin 2026 marks another significant step for the province to deeply integrate into the international tourism market. Against the backdrop of China's continuously optimized visa-free policies, the popularity of "China Travel" remains high. Hubei will continue to leverage ITB Berlin as a vital platform to strengthen exchanges with German and European tourism industries, accelerating its development into a world-renowned cultural tourism destination.

Editor:Lai Jun