Swedish Travel Delegation in 2025 CITM

The China International Travel Mart 2025, hosted by the Ministry of Culture and Tourism of China, opened on Friday in Haikou, Hainan province, marking the first time the event has been held in the southern island province since its inception in 1998. More than 1,000 travel agents and industry representatives from 101 countries and regions are attending the three-day event, which includes multiple offline business-to-business matchmaking sessions. China Cultural Center in Stockholm organized a delegation of 11 travel agents from major Swedish regions, including Stockholm, Gothenburg, and Malmö, to participate in the event.

Themed “Nihao China”, this year’s travel mart spans an exhibition area of 65,000 square meters at the Hainan International Convention and Exhibition Center. It features five exhibition zones showcasing a wide range of domestic and international tourism products, inbound tourism offerings, and the deep integration of culture and tourism. Notably, the Sunny Hainan Exhibition, themed “Free Trade Port of China, Resort Island of the World”, highlights the province’s new tourism routes, emerging business models, and the latest policy initiatives. In addition, a series of supporting activities are taking place throughout the event, including business negotiations, tourism promotion events, tour route inspections, and themed programs such as “Hainan Night”.

The 11 travel agents organized by the Stockholm China Cultural Center represented the following companies: Euro Resor AB, Easy Tour Nordic, Special Tours, United Enterprise Travel, Jade Travel AB, Euro Resor AB, Wasa Nordic Management AB, Spicy Travel AB / Golfparadis, Nordic Jubilance International Travel AB, Rolfs Flyg – & Bussresor AB, YHM Eco Solution AB. During the event, over 120 travel agents participated in dedicated matchmaking sessions, engaging in one-on-one professional meetings and free exchanges with Chinese tourism enterprises from nearly 30 provinces and municipalities, including Beijing, Shanghai, Guangdong, Fujian, Jiangsu, Anhui, Hubei, Shaanxi, Shandong, Sichuan, and Henan. The travel agents gained insights into the latest information on travel to China and held in-depth discussions on route development, tourist reception, and service enhancement.

During their stay in China, the travel agents also conducted inspection tours in Shaanxi and Hainan provinces,where they explored local cultural and tourism resources and exchanged ideas with local tourism departments and enterprises regarding route and product development.