Cultural innovations, travel facilitation to be showcased at China's service trade fair

The Thematic Exhibition on Cultural & Tourism Services of the 2025 China International Fair for Trade in Services (CIFTIS) will showcase a new industrial landscape where culture, technology and creativity mutually reinforce and thrive, organizers said at a media briefing on Tuesday in Beijing.

Organizers of the Thematic Exhibition on Cultural & Tourism Services of the 2025 China International Fair for Trade in Services brief media outlets at a press event in Beijing, Aug. 26, 2025. [Photo by Yu Beiming/China.org.cn]

According to Li Weihua, deputy director of the Publicity Department of the CPC Beijing Municipal Committee, a total of 456 enterprises will participate in the thematic exhibition, including 85 Fortune 500 companies and industry leaders. 

The exhibition area of culture & tourism services will feature four major segments: China's fine traditional culture, new quality cultural productive forces, integration of culture, business, tourism and sports, and overseas dissemination and exchange of cultural products. 

The event will also highlight Beijing's high-quality development achievements in the cultural sector. A series of new scenarios, products, and services will be making their debut. Cutting-edge technologies will create an immersive experience, allowing visitors to perceive and participate in the integrated development of culture and technology.

According to official statistics, cultural enterprises above the designated size in Beijing achieved a total operating revenue of 1.22 trillion yuan in the first half of this year, a year-on-year increase of 13.3%. Among them, cultural enterprises with new business models generated 880.88 billion yuan in operating revenue, up 15.9% year-on-year, accounting for 72.1% of the total revenue of the city's cultural enterprises.

Li stated that the high-quality development of Beijing's cultural industry has not only fostered diverse applications and rich scenarios but also enhanced production efficiency and optimized industrial structure. Through policy guidance and technological empowerment, it has built an internationally competitive ecosystem for new cultural business models.

Notably, the segment showcasing new quality productive forces in the cultural sector will feature cutting-edge technologies such as blockchain, AIGC, AR/VR, and film and television post-production. It will also include 8K ultra-high-definition recording systems, ultra-high-definition large screens, and diverse "AI+" interactive experience scenarios. Examples include the world's first ultra HD 8K distribution platform for the opera "The Marriage of Figaro," and the 3A-level VR location-based entertainment (LBE) experience of exploring the Old Summer Palace. The exhibition will also display AI digital humans, AI scriptwriting assistants, and humanoid robots.

According to Han Xinxing, deputy director of the Beijing Municipal Radio and Television Bureau, a major audiovisual exhibition has been installed in the core area. The 541-square-meter space features four sections: premium content, integrated culture-commerce-tourism-sports experiences, ultra-HD audiovisual technology and emergency broadcasting systems. Interactive highlights include naked-eye 3D recreations of scenes from hit TV series such as "Flourished Peony" and "The Long Way Back." Visitors can also try advanced AIGC applications, experience the new VR game based on the animation "Nobody," or enjoy exclusive screenings in Perfect World's mini theater system.

Chu Jianhao, the deputy director of Beijing Municipal Cultural Heritage Bureau and the deputy director of Beijing Central Axis' Office for Cultural Heritage Application and Protection, stated the bureau coordinates two interconnected exhibition zones. The indoor zone highlights Beijing's cultural technological innovations, featuring immersive projects that explore the history and modern vitality of Beijing and the Central Axis. The outdoor zone offers premium cultural products from nearly 30 institutions, themed food and drinks, photo opportunities, and educational activities.

A photo shows a venue and mascot merchandise for the 2025 China International Fair for Trade in Services at Shougang Park in Beijing in August 2025. [Photo courtesy of CIFTIS Organizing Committee]

Furthermore, Beijing's parks and museums are exhibiting 506 new cultural creative products across 13 categories, with over 20 items making their debut. 

Lin Zengwei, an official from the Beijing Municipal Bureau of Culture and Tourism, stated that to promote inbound tourism and support Beijing's goal of becoming China's premier destination for inbound travel, this thematic exhibition focuses on facilitating key travel scenarios. It will bring together enterprises from across the tourism ecosystem, including airports, airlines, financial services, telecommunications, tourism, and tech companies, to showcase convenient services and innovative products for inbound travel in a one-stop display for domestic and international audiences.

Also, "Beijing Services" showcases the tourism industry's finest offerings through a full-chain enterprise matrix of the Capital Tourism Group, including brand hotel clusters, time-honored Chinese restaurants, transportation services, and travel agencies. 

Additionally, the cultural and tourism services section will establish specialized zones for an international book exhibition, thematic creative displays, and floral art exhibitions. With participation from over 20 foreign embassies in China and major international organizations, the event aims to build a two-way platform that mutually enhances cultural trade and international exchange.

This thematic exhibition will run from Sept. 10 to 14 at Shougang Park in Beijing.