Against the dramatic backdrop of Guangdong's centuries-old "Qilin" dance, the 33rd Guangzhou International Travel Fair (GITF2025) opened on May 15 at Guangzhou's Canton Fair Complex. Across its three-day run (May 15–17), more than 1,000 exhibitors from 55 countries and regions are meeting with some 40,000 registered professional buyers, underscoring Guangdong's status as one of the world's most sought-after tourism markets.
At the heart of China's southern coast, the Guangdong-Hong Kong-Macao Greater Bay Area (GBA)—which includes nine mainland cities, such as Guangzhou and Shenzhen, along with Hong Kong and Macao SARs—has emerged as one of the world's most dynamic tourism regions. From the centuries-old architecture of Guangzhou's Chen Clan Ancestral Hall and panoramic views from Canton Tower to Shenzhen's cutting-edge design districts, Hong Kong's world-class culinary and shopping scenes, and Macao's UNESCO-listed historic center and live entertainment, the GBA offers an unparalleled diversity of experiences. In 2024, Guangdong Province alone welcomed 65.33 million inbound visitors, roughly half of China's total inbound traffic, while foreign-exchange earnings in tourism reached 137.84 billion yuan.
Guangdong is not only a gateway for visitors, but also one of China's most dynamic business hubs. Peter Semone, Chairman of the Pacific Asia Travel Association (PATA), noted, "China plays a pivotal role in global tourism—as both a major source market and a vibrant destination rich in natural and cultural attractions. Exhibitions like GITF are crucial for driving growth in China's domestic and outbound tourism markets." These figures and industry endorsements help explain why over 1,000 exhibitors from every continent—major national tourism boards, niche adventure operators, digital-tourism innovators, and luxury-resort developers—are all here to forge partnerships. Star partners like Sri Lanka, Germany, Qatar, South Korea, and others have already signed many pre-arranged meetings through GITF's PSA matchmaking system, aiming to tap into China’s ever-growing middle class.
This year, just ahead of China Tourism Day on May 19, many exhibitors have rolled out incentives for public visitors: exclusive package vouchers, lucky draws for free tours, daily flash-sale pop-ups, etc. Savvy travelers are busy "hoarding" their next trips. This makes GITF not just a trade show but a celebration of everything China has to offer, just in time for the nation's annual tourism festival.