Chongqing - From December 10 to 12, over 160 overseas travel agents and representatives from China's overseas tourism offices toured Chongqing as part of a familiarization program ahead of the 2025 China International Travel Mart (CITM).
Delegates from nine countries, including Germany, Russia, the United States, Brazil and Benin, as well as China's Taiwan region, explored the city through immersive site visits, gaining first-hand insight into Chongqing's iconic multi-level urban landscape and the depth of Bayu culture.
Overseas travel agents and representatives from China's overseas tourism offices toured Ciqikou Ancient Town. (Photo: The event organizer)
Injecting new momentum into inbound tourism
Hosted by the Ministry of Culture and Tourism, CITM is the largest professional tourism exhibition in Asia. The 2025 edition will open on December 19 in Haikou, Hainan. To maximize the event's brand influence and resource synergies, the ministry selected Chongqing and more than ten other provinces, municipalities and autonomous regions as the first inbound destinations for international buyers attending CITM, building a global bridge for cultural and tourism promotion.
Following the successful 2025 Chongqing International Travel Agents Conference, the familiarization tour marked another flagship initiative in Chongqing's autumn and winter tourism promotion campaign. Through immersive and experiential activities, overseas buyers gained a comprehensive understanding of Chongqing's diverse tourism offerings, laying a solid foundation for future visitor flows, product development and market expansion, and effectively energizing the recovery and growth of inbound tourism.
Multi-dimensional experiences win global favor
During the three-day urban itinerary, overseas guests explored several districts of Chongqing along different routes, experiencing the city's vibrant cultural and tourism landscape.
In Dazu District, the innovative integration of technology and culture brought new life to ancient heritage. The 4K widescreen film The World of Dazu and the 8K dome film Dazu Rock Carvings offered cutting-edge interpretations of the millennium-old World Heritage site.
Overseas travel agents and representatives from China's overseas tourism offices toured Chongqing's Dazu District as part of a familiarization program ahead of the 2025 China International Travel Mart. (Photo: The event organizer)
Yuzhong District highlighted urban romance and consumer vitality. Iconic attractions such as the Yangtze River Cableway and the "Eye of the Clouds" observation deck outlined the city's dramatic skyline, while Jiefangbei and Raffles City reflected a cosmopolitan flair. The Shibati (eighteen steps) traditional area preserved the authentic atmosphere of the old city, showcasing Chongqing as a destination for joyful consumption and memorable experiences.
Shapingba District delved into the roots of Bayu culture. The Bashu Ancient Architecture Museum presented the essence of Sichuan–Chongqing architectural craftsmanship, while Ciqikou Ancient Town demonstrated a balanced approach to heritage preservation and tourism development. Cultural performances, including the stage production Chongqing·1949 and traditional Sichuan Opera, offered in-depth insights into the region's cultural DNA.
Overseas travel agents and representatives from China's overseas tourism offices watched the stage production Chongqing·1949. (Photo: The event organizer)
Jiulongpo District combined ecological appeal with culinary heritage. Giant pandas at Chongqing Zoo became a popular highlight, while the Zhou Junji Hotpot Condiment History Museum traced the evolution of hotpot seasonings from handmade techniques to modern production through exhibits and multimedia. The themed "Huali Banquet" dining show impressed guests with authentic Chongqing flavors. Meanwhile, the "360 Bowls of Chongqing Flavors" culinary lineup, represented by Chongqing hotpot, underscored the city's reputation as a gastronomic capital.
The themed "Huali Banquet" dining show impressed guests with authentic Chongqing flavors. (Photo: The event organizer)
"Many European guests said the richness of Chongqing's tourism resources and the diversity of its products far exceeded expectations. Both the tech-enhanced world heritage sites and the vibrant folk culture hold strong international promotional value, and follow-up cooperation discussions have already begun," said He Yi, Director of the China National Tourist Office in Frankfurt.
She noted that the tour provided an excellent platform for overseas travel professionals to gain in-depth knowledge of Chongqing and will help expand the city's presence in key markets across Europe, Asia, and beyond.
Deepening international market engagement
In recent years, guided by the national tourism image campaign "Nihao! China," Chongqing has actively expanded its global tourism network, participating in more than 100 international tourism exhibitions and exchanges across over 30 countries and regions. From the "360 Bowls of Chongqing Flavors" debut at the Madrid International Tourism Fair (FITUR) to Yangtze River cruises showcased at the ITB Berlin, from ranking third on the 2024 China Inbound Tourism Influence Index for cities announced in London to the popularity of a 3D model of Hongyadong at Thailand travel fairs, Chongqing's international visibility continues to rise.
An official from the Chongqing Municipal Commission of Culture and Tourism Development said that the city will further strengthen coordination with national authorities, unlock the potential of international cooperation, closely study visitor preferences in key source markets, and continue to optimize tourism products and services. These efforts aim to promote high-quality growth in inbound tourism and attract more international visitors to discover, enjoy, and fall in love with Chongqing.