Chongqing — The 2026 Chongqing International Travel Agents Conference opened on April 25, bringing together around 300 officials, diplomats, and industry representatives from nearly 40 countries and regions, as southwest China’s municipality seeks to expand inbound tourism.

On April 25, the 2026 Chongqing International Travel Agents Conference opened in southwest China's Chongqing. (Photo/The event organizer)

The conference is jointly hosted by the Chongqing Municipal Commission of Culture and Tourism Development, the People’s Government of Shapingba District, and the People’s Government of Pengshui Miao-Tujia Autonomous County, with Thailand serving as the guest country of honor.

Attendees include diplomats from 17 countries, as well as Ruwan Ranasinghe, Deputy Minister, Ministry of Foreign Affairs, Foreign Employment and Tourism of Sri Lanka; Pattaraanong Na Chiangmai, Deputy Governor for International Marketing – Asia and the South Pacific of Thailand; and Carlos Perez, President of the China Spain Business Association.

In an interview, Ranasinghe said Chongqing has “unique strengths in culture, cuisine, heritage, and the Yangtze River,” adding that the city holds strong potential as an inbound tourism destination in China.

The event is part of a broader effort by local authorities to expand international engagement. Since 2024, Chongqing has incorporated the annual conference into a wider international cultural and tourism promotion framework, hosting multiple related activities between March and May.

Signing ceremony between the Chongqing Municipal Commission of Culture and Tourism Development and the Tourism Authority of Thailand. (Photo/The event organizer)

During the conference, the Chongqing Municipal Commission of Culture and Tourism Development signed a Letter of Intent (LOI) with the Tourism Authority of Thailand and a Memorandum of Understanding (MOU) with the Sri Lanka Tourism Promotion Bureau to strengthen cross-border tourism cooperation.

In an exclusive interview, Pattaraanong Na Chiangmai said global travel trends are shifting from destination-focused tourism to experience-driven travel.

“Tourists are no longer just looking for destinations — they are looking for experiences,” she said, noting that Chongqing has made progress in developing such offerings.

She cited connectivity as a key factor behind Chongqing’s growing international appeal, along with the city’s diverse geography and distinctive food culture. She also highlighted its visual appeal among younger travelers.

“For the new generation, Chongqing is highly photogenic. Many travelers want to create content for social media, and this city provides that kind of environment,” she said.

Awards were also presented for Chongqing’s “Top 10 Travel Agencies for Inbound Tourism Reception in 2025” and “Top 10 Tour Guides for Inbound Tourism Reception in 2025,” recognizing industry performance in the city’s inbound tourism sector.

The conference features business matchmaking sessions focused on route development, tourism services, and international visitor flows. Organizers said many preliminary cooperation agreements have already been reached through one-on-one meetings. The event will run through April 30, with delegates scheduled to visit districts and counties across Chongqing.

“Nihao! Chongqing” — the 2026 Chongqing International Travel Agents Conference Matchmaking Session. (Photo/The event organizer)

According to official data, Chongqing received more than 2 million inbound tourists in 2025, a year-on-year increase of 68.2%. In the first quarter of 2026, inbound visits rose 60.3% compared with the same period last year. Foreign arrivals through Chongqing Jiangbei International Airport exceeded 137,000, up 106%, marking a record high.

The city plans to expand inbound tourism through stronger international promotion, improved services, expanded overseas outreach, and new tourism products, alongside efforts to train industry professionals. The goal is to build Chongqing into a globally recognized cultural tourism destination and a key entry point for inbound travel to China.