Guangzhou, the capital city of south China's industrial powerhouse of Guangdong Province, has capitalized on the time-honored Canton Fair and the run-up to the 15th National Games to boost inbound tourism and consumption.
Running from October 15 to November 4, the 2025 Autumn Canton Fair has attracted exhibitors and buyers from around the world. To enrich their stay, local malls have organized special one-day tours that showcase the city's heritage. At major attractions, foreign guests donned traditional Hanfu costumes to immerse themselves in the local culture -- an experience many described as a unique window into Chinese traditions.
"I really like Blue, and I like the design. I like the details, all the golden details, and nice traditional clothes. The tour they are making today is phenomenal. It's super," shared Philip Grotloh, an overseas buyer.
Building on the momentum of the Canton Fair, Guangzhou is seeking to promote its inbound tourism economy. The city has expanded in-store tax refund services covering electronics, clothing, jewelry, watches and more, making it easier for international exhibitors and visitors to shop.
The Canton Fair, officially known as the China Import and Export Fair, is held every spring and autumn in Guangzhou since its founding in 1957, and has been seen as a barometer of China's foreign trade.
"Guangzhou has so much to offer. Obviously, good food, good shopping, but also really good business opportunities as well. And Guangzhou is just such an approachable city. I feel like I belong here. I feel like I'm home. Like the tax refund service, very efficient, very easy. You just go in and you show them your passport. I actually got a refund just like within five or six minutes. So it was very, very quick," said Lena Gidwani, a buyer from Singapore.
Following the Canton Fair, the 15th National Games of China will be held in Guangzhou from November 9 to 11. Malls across the city plan to offer gifts and attraction tickets to spectators during the event to arouse public enthusiasm for sports and boost consumer spending.
"This [the National Games] is a big opportunity for Guangzhou, already with the Canton Fair bringing in a lot of people. So, the tourism is going to be phenomenal, and I'm sure there's going to be a lot more culture and dining experiences that we can enjoy," said Mo Vasandani, another overseas buyer.
South China's Guangzhou leverages trade fair, National Games to boost inbound tourism, consumption
