Guangdong is positioning inbound tourism as a crucial focus for expanding cultural and tourism consumption, aiming to become the primary destination for international visitors to experience life in China. On the evening of October 22, the "Discover Exciting Guangdong" global promotion launch event for inbound tourism was held at the Guangzhou Tower, organized by the Guangdong Provincial Department of Culture and Tourism in collaboration with TripAdvisor. This event serves as Guangdong's invitation for cultural tourism cooperation, marking a significant step towards enhancing its global influence in inbound tourism and promoting the Greater Bay Area as a world-class tourism destination.
On that night, over 300 international travel professionals and influencers from more than 60 countries and regions, including the United States, Italy, Spain, Russia, Japan, South Korea, Australia, Thailand, Malaysia, Singapore, Pakistan, Kuwait, and Bahrain, convened at the pinnacle of Guangzhou to enjoy cultural performances, savor local delicacies, and embark on an exciting journey to explore Guangdong amid a blend of light and culture.
A multidimensional experience unveiled Guangdong's charm. From the moment guests entered the check-in area, an immersive cultural journey began—traditional lion dances and mechanical lions greeted attendees, who received antique-style photographs featuring the night scene of Guangzhou's CBD. In the interactive zone, guests experienced the convenience of "instant tax refunds" at departure and interacted with eight unique Lingnan intangible cultural heritage skills, including Lu Feng shadow puppetry, Chaozhou kung fu tea, Cantonese incense, and Canton embroidery, feeling the warmth of local culture through tactile and auditory experiences.
The opening ceremony featured a stage performance linked by three main chapters—"Lingnan's Appointment," "Vibrant Guangdong," and "A New Chapter Begins"—vividly portraying the emotional narrative of "Discover Guangdong - Explore Guangdong - Fall in Love with Guangdong," along with the global premiere of the "Guangdong Inbound Tourism Promotion Video." This video, centering on the narrative of "Guangdong Masters," interweaves vibrant symbols of Lingnan culture, showcasing the warmth of "Lingnan's culinary flair" and the dynamic vitality of "Bay Area's future."
An international tourism influencer shared their "fresh" experience in Guangdong: "Every visit brings new activities and discoveries; there is always something to look forward to." During the event, the Guangdong Provincial Department of Culture and Tourism released the "Guangdong Inbound Tourism Guide," while TripAdvisor published the "Top Ten Culinary Cities for Inbound Tourism in China for 2025," featuring cities like Guangzhou, Chaozhou, and Foshan, recognized for their local culinary specialties, providing global visitors with an in-depth experience guide.
In the outdoor area, five thematic exhibition zones—"Discover the Vibrant Bay Area," "Encounter Eco-Friendly Guest Culture," "Experience Coastal Blue Bay," "Explore the Accented Hometown," and "Multi-Stop Delight in the Bay Area"—were simultaneously opened, showcasing the colorful landscape of Guangdong’s cultural tourism from the rapid advances in the tech Bay Area to the historical essence of Hakka round houses, and from the ecological panorama of coastal wetlands to the diverse integration of overseas Chinese culture.
After the ceremony, a hundred international travel professionals and influencers were organized into three groups to engage in 2-4 days of in-depth explorations in eight cities, including Shenzhen, Shaoguan, Huizhou, and Chaozhou. They will share their experiences through images and short videos on overseas platforms like Facebook and Instagram, allowing more people to witness the charm of Guangdong.
As an important source market and inbound destination in China's cultural tourism sector, Guangdong has consistently led the country in inbound tourism since 2023. In the first half of 2025, the province welcomed over 39.31 million inbound tourists, generating tourism foreign exchange earnings of 98.8 billion yuan, both achieving year-over-year increases of over 30%. The latest data from Trip.com shows that from January to September 2025, Guangdong's total number of inbound tourists ranked first in the nation by a significant margin, with impressive growth rates particularly noted in markets such as Singapore, Malaysia, Thailand, Indonesia, France, and Russia.
Recently, the Guangdong Provincial Department of Culture and Tourism, in conjunction with the Public Security Department and 12 other agencies, issued the "Several Measures to Accelerate the High-Quality Development of Inbound Tourism," introducing 23 policy innovations across six key areas, including visa and customs facilitation, innovative travel products, improved service ecology, and global marketing upgrades, systematically building a high-quality development system for inbound tourism.
Looking ahead, Guangdong's cultural tourism sector will continue to strengthen the inbound tourism market by launching a series of global promotion activities, fully enhancing Guangdong's international tourism appeal. In terms of product innovation, there will be a focus on developing a diverse inbound tourism product system, covering "multi-stop" Bay Area tours, personalized exclusive experiences, and events like concerts to meet the needs of different visitor segments. Along with major events such as the 15th National Games and Chinese New Year, joint promotions with local hotels, attractions, and resorts will be initiated to enhance the competitiveness and attractiveness of inbound tourism products.
In terms of communication matrix, efforts will be made to expand global impact through various forms, organizing overseas promotion summits for Guangdong's cultural tourism, increasing advertising placements at transportation hubs like airports, and engaging overseas influencers for creative livestream events. In the spring of 2026, the provincial Department of Culture and Tourism will collaborate with Trip.com to launch the "Guangdong Year Flavor Shared with the World" plan, showcasing Guangdong's intangible cultural heritage, Lingnan customs, and open, inclusive local characteristics, transmitting the unique cultural charm of Lingnan to the global community.
Additionally, noteworthy is the collaboration between the Guangdong Provincial Department of Culture and Tourism and SF Express Group to promote "Easy Travel One-Stop Service Counter Upgrade" and other convenient service measures, further optimizing the inbound tourism experience, offering visitors a wider variety of choices, smoother itineraries, and enhanced overall experiences.