On June 9th, the 2026 Inbound Tour Operators Conference and Shaanxi Inbound Tourism Product Promotion, hosted by the Shaanxi Provincial Department of Culture and Tourism, was successfully held in Xi’an. Leading travel operators from countries including China, the United States, France, Russia, Türkiye, Ireland, Croatia, South Korea, Indonesia, Singapore, Malaysia, Cambodia, and Vietnam, as well as representatives from cultural and tourism administrative departments, cultural and tourism enterprises, Western Airport Group, and airlines stationed in Shaanxi, gathered to explore new paths for the high-quality development of inbound tourism

This conference focuses on core topics such as the upgrading of inbound tourism products, the expansion of international tourist markets, and cross-border cultural and tourism cooperation. Through a series of activities including product promotion, thematic exchanges, targeted negotiations, and resource exhibitions, it aims to build an efficient cooperation bridge for cultural and tourism enterprises at home and abroad to interconnect and achieve mutual benefit and win-win results. This lays a solid foundation for Shaanxi’s cultural and tourism industry to link global resources and expand its international market.

As a key cultural and tourism enterprise in Shaanxi, Xi’an CITS was invited to the conference and reached a strategic cooperation and signed a cooperation agreement with Abercrombie & Kent (China) to deeply connect with global cultural and tourism market resources. During the conference, the company’s business team proactively benchmarked against new trends and demands in international tourism development, conducted in-depth exchanges with travel agents at home and abroad on aspects such as customer source structure, product innovation, service standards, and cooperation models, and actively explored new opportunities for cross-border cultural and tourism cooperation.

Next, Xi’an CITS will fully leverage the outcomes of this conference, leverage Shaanxi’s high-quality cultural and tourism resources, continuously refine its inbound tourism product system, upgrade international reception service standards, deepen overseas strategic cooperation layout, and continuously enhance its core competitiveness and industry influence.
Editor: Liu Xuan
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