During this year’s the annual sessions of China’s National People’s Congress and the Chinese People’s Political Consultative Conference in Beijing, China’s Minister of Culture and Tourism, Sun Yeli, highlighted a telling example at a press conference: “Seven foreign tourists visited Shanghai and, before departing, bought 40 large suitcases full of Chinese products.” His remark underscored the growing momentum in China’s inbound tourism sector. Behind this anecdote lies the work of Shanghai China International Travel Service (Shanghai CITS), whose deep commitment to serving international visitors turned the story into reality. The recognition from the minister is not only a testament to Shanghai’s role as the premier gateway for inbound travel to China, but also an acknowledgment of Shanghai CITS’s expertise—validating our service quality on the national stage.
With years of experience in the inbound tourism market, Shanghai CITS has established itself as a benchmark in the industry. Our performance in the German-speaking market is widely regarded as best-in-class. Today, we hold over 60% of China’s market share for group travel from German-speaking countries—including Germany, Switzerland, and Austria—giving us significant influence over pricing. This success stems from a strategy that moves sales efforts directly into the source markets, backed by local sales teams, and from decades of dedicated service and in-depth understanding of client needs.
The landscape of China’s inbound tourism is shifting. While developed nations like the U.S., Japan, and European countries once dominated as source markets, the “Belt and Road” initiative is reshaping the playing field. Emerging markets—particularly in the Arab world, Southeast Asia, and South America—are now driving growth. Shanghai CITS has been quick to respond, making early inroads into these regions. We’ve already completed initial market development in the Middle East and the UAE. The story of seven Middle Eastern travelers purchasing over 40 suitcases of Chinese goods in Shanghai is a prime example of our work in the region. Their purchases—ranging from apparel and bags to Disney merchandise—reflect a growing appreciation for Chinese designer brands and locally made products. It also demonstrates the strong demand from emerging markets for Chinese cultural and consumer experiences—and our ability to tailor services to meet the preferences of visitors from different backgrounds.
Aligned with the broader strategy of our parent company, Jinjiang International, Shanghai CITS is now focusing on expanding in Southeast Asia, targeting key countries such as Indonesia, Malaysia, and Singapore. Leveraging Jinjiang’s overseas networks in the region, we’re integrating travel services with hotel and supply chain resources to create a full-service ecosystem for Southeast Asian travelers—offering them a seamless way to experience the best of China and Shanghai.
With China continuing to expand its visa-free entry policies, inbound tourism is entering a new phase of opportunity. But for traditional players like us, this also brings real challenges. Shifting focus from established markets such as Europe, Japan, and the U.S. to emerging Belt and Road countries is not simply a matter of targeting new nationalities—it requires a fundamental overhaul of our entire operational model. Service standards, product design, and business processes must be rethought from the ground up. Staff in technical and product development roles need systematic retraining on the cultural practices, spending habits, and travel preferences of these new markets. Market cultivation also takes time—building from research to product launch, from initial client engagement to word-of-mouth reputation demands patience and consistent effort.
As a leader in the inbound tourism industry, Shanghai CITS understands that embracing change is essential to seizing the opportunities ahead. We are not afraid to start anew. With a pioneer’s mindset, we are investing heavily in market research and developing localized, tailored travel experiences. We’re strengthening our teams through targeted training and maintaining a steady, long-term approach as we expand along the Belt and Road markets.
From our deep roots in the German-speaking market to our growing presence in emerging regions, from ministerial recognition to our continued leadership in the sector, Shanghai CITS remains committed to staying true to our strengths while embracing innovation. Going forward, we will continue to overcome challenges with solid capabilities, connect the world to China through professional service, and welcome more international visitors to explore Shanghai and beyond—writing a new chapter in the story of Chinese inbound tourism.