The 2024 China International Travel Mart (CITM) opened in Shanghai on Friday, promoting the growth of global tourism through novel experiences that embrace new technologies and old traditions.
With the theme "Nihao, China," this year's CITM, organized by China's Ministry of Culture and Tourism, is being held at the National Exhibition and Convention Center (Shanghai) from Friday to Sunday.
While a significant portion of the approximately 53,000 square meters of exhibition space is dedicated to China's domestic and cultural tourism, other areas of the floor entice visitors to explore exciting cultures across Asia and the world.
One of the most popular attractions at the exhibition is the Japanese pavilion, where visitors are treated to traditional performances rich with dance and music.
"The aim of participating in this year's CITM is to showcase the charm of various regions in Japan," said Hiroshi Yakumaru, executive director of the Shanghai office of Japan's National Tourism Organization.
Another highlight of this year's CITM is the VR exhibit, "Back to Sanxingdui – A Fantastic Journey to the Ancient Shu Kingdom", which invites visitors on a journey through ancient culture, seamlessly blending rich heritage with cutting-edge VR technology.
"We have around seven scenes, starting at the museum and taking visitors back to the ancient Shu civilization. After a series of explorations, they will return to the museum," said Bi Yanhao, Chief Technology Officer of Aicmeta.
The CITM is China's premier international travel exhibition and the largest of its kind in Asia. Starting from 2001, the event has alternated between Shanghai and Kunming, the provincial capital of southwest China's Yunnan Province, each year.
This year's event has attracted more than 1,000 international exhibitors from over 80 countries and regions, alongside nearly 600 overseas travel agencies, while over 600 business-to-business meetings are scheduled to be held during the event.
2024 China International Travel Mart kicks off in Shanghai, showcasing global tourism options
A former television host from Taiwan, Zhai Xuan, has made a pivotal decision to leave mainstream broadcasting in order to create content that provides a better understanding of the Chinese mainland and cross-strait relations.
Zhai, a seasoned television host with over a decade of experience in Taiwan's media landscape, recently addressed an audience at an event in Beijing, where she revealed her complete transition into independent online media.
In her remarks, she articulated her aspiration to bridge what she perceives as a significant information gap between audiences on both sides of the Strait, highlighting her commitment to fostering a deeper understanding and connection through her new endeavors.
"I was really surprised by all the fake news. There were stories saying people on the mainland can't afford tea eggs or that they live in mud houses and in Taiwan, this was the main information many people received," said Zhai.
Zhai said she initially began producing online videos to challenge such perceptions while continuing her work as a television host.
In April 2025, she travelled to the mainland with her father to fulfill her late grandfather's wish to return to his hometown. The trip, which reunited family members separated since 1949, was recorded in a video series titled "Journey to Find Our Roots", drawing attention from viewers in both Taiwan and the mainland.
"Many people in Taiwan told me that after watching, they wanted to apply for a mainland travel permit immediately and go looking for their relatives. Some had long forgotten these things, but after seeing my story, they began thinking about their hometowns and family members they had never met and decided to search for their roots," Zhai shared her story at the event.
By mid-2025, Zhai said she began to feel increasing pressure amid rising political tensions and a tightening atmosphere around cross-Strait exchanges in Taiwan.
After more than 12 years in the industry, Zhai resigned from her position, believing it was the right thing to do.
"At that moment, I felt this was a major issue，not just for me, but for Chinese people on both sides of the Strait. If I backed down then, I wouldn’t be standing on the right side," said Zhai.
Since leaving television, Zhai has broadened her online programming to encompass a range of daily-life topics, including practical guidance on applying for a mainland travel permit and using commonly employed mobile applications, in addition to content that delves into historical memory and cultural connections across the Strait.
As the debate over cross-Strait relations continues in Taiwan, Zhai said she remains committed to her current path.
Former Taiwan TV host bridges cross-Strait divide via online media
