Xi'an to hold Silk Road Intl Tourism Expo

The 2026 Xi'an Silk Road International Tourism Expo will be held at Xi'an International Convention and Exhibition Center from April 17 to 19. Citizens can make online reservations via the official website or WeChat account and enter the venue with a QR code, or go directly to the center for on-site registration.

With a total exhibition area of 32,000 square meters, this year's expo has attracted 130 delegations from 18 countries and regions including Ethiopia (guest of honor), Uruguay, and Singapore, as well as 20 Chinese provinces and municipalities such as Guangdong, Ningxia, and Zhejiang.

Well-known enterprises, including Trip.com, Shaanxi Tourism Group Co, and Starbucks, will also make appearances.

The expo will feature an Exchange and Cooperation Hall (Hall 1) and an Industrial Integration Hall (Hall 2), with seven themed exhibition zones, including international exchange, inter-provincial cooperation, and Shaanxi tourism, covering the upstream and downstream of the cultural tourism industrial chain.

The opening ceremony will be held at Hall 1 on April 17, with the attendance of provincial leaders, diplomatic envoys of the guest of honor to China, and representatives from domestic and foreign participating delegations.

The Belt and Road Tourism Development Exchange Event will also be held, featuring keynote speeches and roundtable discussions on topics including global tourism development trends, opportunities for Silk Road cultural tourism cooperation, and digital technology empowering cultural tourism.

The expo has invited 101 travel agencies, hotels, homestays, and study tour institutions to conduct supply-demand matchmaking with exhibitors such as scenic spots and local tour operators, helping to secure concrete cooperation.

Starting from April 18, the expo will organize participating delegations and key media to conduct on-site inspections of distinctive cultural and tourism resources in Shaanxi, carry out targeted matchmaking, and expand the tourist source market.

The expo has launched an online supply-demand matching system for the first time. Exhibitors' products and cooperation needs are entered into the system, enabling intelligent matching with professional buyers and visitors, which greatly improves transaction efficiency.

A series of promotional events will be staged in the two exhibition halls, presenting high-quality resources through performances, videos, and interactive experiences. A total of 34 events, including intangible cultural heritage experiences and roadshows, will be held at 22 major commercial areas and scenic spots throughout the province.

The expo will break the physical boundaries of the exhibition venue and create a linkage effect throughout Shaanxi, transforming the international fair into a cultural and tourism consumption carnival.