China draws travelers eager to see its transformation, expert says

Travelers are increasingly coming to China to see its transformation for themselves, an Asia-Pacific tourism expert told China.org.cn on Sept. 11 during the 2026 China International Fair for Trade in Services (CIFTIS) in Beijing.

Ben Montgomery, vice chair of the Pacific Asia Travel Association, speaks to China.org.cn during the 2026 China International Fair for Trade in Services, Beijing, Sept. 11, 2026. [Photo/China.org.cn]

"People just want to see how fascinating China has become, and it is. We are so impressed and speak highly about China and your trade system," said Ben Montgomery, vice chair of the Pacific Asia Travel Association (PATA). She was in Beijing to attend the 2026 World Conference on Tourism Cooperation and Development, an event affiliated with CIFTIS.

China is already recognized as a leader in technology, she said, and in some industries work can be replaced by robotics. But in the service industry, she added, technology must be used in a way that preserves the human touch that creates experiences.

"We use technology to support the back of the house, and keep people coming to have a human connection. I want to talk to you. I don't want to talk to a robot that sounds like you," Montgomery said.

Montgomery expressed hope that CIFTIS, held Sept. 9-13, would raise China's profile beyond its borders. "Events will help us generate awareness of our businesses," she said, adding that she had high hopes the World Tourism Cities Federation and PATA could carry news of the fair across the Asia Pacific.