Tourism Plus Shanghai 2026 expands its scope and consolidates itself as a key event in the sector

In 2026, Tourism Plus Shanghai will undergo a major upgrade. With the addition of an art installation exhibition and closer ties to the China (Shanghai) International Boat Show and the Shanghai Lifestyle Show, the event is solidifying its position as one of the most anticipated annual events in the cultural and tourism industry.

With an area exceeding 80,000 square meters, the exhibition will bring together more than 1,000 high-quality exhibitors, more than 50,000 national and international visitors and will host more than 150 specialized activities, covering 20 segments of the industrial chain, including tourism, nautical, sport fishing with lures, outdoor sports and art installations.

The event will take place at the Shanghai World Expo Exhibition & Convention Center from March 29 to 31, 2026, and the pre-registration channel for visitors is now officially open. The organizers extend an invitation to industry professionals and travel enthusiasts to participate in this major cultural and tourism gathering.

Source: Tourism Plus Shanghai

Source: Tourism Plus Shanghai

1. Tourism Plus: building a comprehensive ecosystem for the tourism industry

(1) Investment platform and articulation of the industrial chain
Parallel events will be held, such as linking sessions for investments in culture and tourism and promotional conferences, with the objective of precisely connecting the resources of the industrial chain linked to gastronomy, accommodation, transport, tours, shopping and entertainment, facilitating the efficient development of comprehensive tourism resources in the destinations.

(2) Multichannel cooperation for customer lead generation.
Destination organizations will be able to establish partnerships with various entities present at the exhibition, including outdoor activity clubs, educational travel institutions, wellness tourism organizations, trade unions, and community service centers. This cooperation will allow for the expansion of customer acquisition channels and more precise target audience segmentation.

(3) Platform for showcasing new tourism products.
The latest tourist attractions, featured routes, cultural and tourism events, cultural and creative products, as well as other offerings from different regions, will be presented in a centralized manner. Direct contact with key consumer groups, such as tourism enthusiasts, will facilitate brand positioning for destinations and product promotion.

Source: Tourism Plus Shanghai

Source: Tourism Plus Shanghai

2. Promotion of new tourism consumption experiences

(1) Water Tourism and Route Tourism
In the area of ​​water tourism, the 28th China (Shanghai) Boat Show and Lifestyle Shanghai Show will showcase a wide range of marine equipment, including motorboats, sailboats, and official vessels, along with complementary products such as water recreation equipment and lure fishing gear. The exhibition will also offer interactive experiences such as manned electric underwater vehicle (UAV) trials, stand-up paddleboard (SUP) yoga, and water polo, in addition to the launch of the “China Lure Fishing Experience Tour.”

Regarding road tourism, the 2026 edition will precisely connect supply chain resources related to the construction of service areas and stations, the development of campsites, and renewable energy equipment and facilities. It will also work with organizers such as car travel clubs, recreational vehicle (RV) clubs, online travel agencies (OTAs), and travel agencies, further boosting the growth of autonomous driving tourism.

(2) Continuous Updating of Immersive Cultural and Tourism Projects
Following the success of the first edition of the special exhibition “TPS Immersive Experience Day” in 2025, where 12 companies presented more than 40 immersive projects—including one world premiere and two premieres in China—the 2026 edition will continue to focus on large-scale projects based on Location-Based Entertainment (LBE). In addition, participation will be expanded to include developers of immersive projects for tourist destinations based on AR/XR, as well as institutions specializing in immersive shows and the development of live activities with NPCs.

Source: Tourism Plus Shanghai

Source: Tourism Plus Shanghai

3. Smart culture and tourism: showcasing industrial innovation capabilities

(1) Smart equipment applications in different scenarios
Smart equipment such as robots, climbing exoskeletons and unmanned retail systems will be widely applied in cultural and tourist scenarios, improving operational efficiency and the service experience.

(2) Global Launch of Digital Culture and Tourism
Taking Shanghai — “the first stop for inbound tourism” — as a platform, the exhibition will centrally present intelligent tourism systems enabled by artificial intelligence, digital cultural and tourism products and related solutions, demonstrating the progress of the digitization process of the cultural and tourism sector in China.

(3) Integration of the low-altitude economy with cultural tourism.
Tourism applications linked to drone shows and low-altitude air tourism experiences will be showcased, offering diversified options for destinations to develop this emerging segment.

(4) Upgrading of ecological and low-emission equipment
Sustainable and low-carbon buildings, renewable energy equipment, infrastructure and services for campsites, smart vehicles for tourist areas and other products aimed at more sustainable development will be presented in a comprehensive manner.

Source: Tourism Plus Shanghai

4. Forum activities: setting the course for the development of the cultural and tourism sector

During the exhibition, multiple high-level forums and activities will take place, bringing together industry knowledge to jointly explore new avenues for development:

TPS 2026 Tourism Investment and Development Conference (proposal)

Tourism Development Forum by Route

Global Week of Innovation for the New Tourism Economy 2026 and Dragon Sparrow Awards Gala (proposal)

Forum on the integration and innovation of the metaverse and the cultural and tourism industry

TPS Cultural and Tourism Metaverse Application Innovation Competition

Networking event for investments in culture and tourism

Special exhibition of model counties for autonomous driving tourism

Source: Tourism Plus Shanghai

In 2026, Tourism Plus Shanghai will bring together cultural and tourism resources from 148 countries and regions worldwide, creating a world-class event for the tourism industry. As China's gateway for inbound tourism and a "first stop" for international travelers, Shanghai warmly invites international tour operators, cultural institutions, investors, industry experts, and global tourism professionals to participate in this annual celebration that transcends borders.

Tourism Plus Shanghai 2026 will be more than just an industry gathering; it will be a global incubator for the future of cultural and tourism innovation. The event aims to redefine the next generation of travel experiences and connect the world through culture and tourism.