A cultural encounter with 'Nihao China' at Berlin tourism trade fair

Lydia Li, deputy general manager of ITB China, told Xinhua that inbound travelers are increasingly favoring independent and flexible travel. Their interests are also shifting from traditional tourist hotspots to lesser-known destinations.

As travelers look beyond first-time curiosity and checklist sightseeing in search of deeper experiences, the shift in demand is driving changes in tourism services. At this year's event, China's smart tourism solutions have been another highlight.

At the Berlin fair, Hongtu Zhixing Network Technology Co., Ltd., a travel-tech company that applies artificial intelligence (AI) to travel services, showcased its Seeking China AI itinerary-planning engine, an intelligent recommendation system, and a one-stop platform for cross-border travel services.

Chen Nan, the company's product director, demonstrated to Xinhua how its AI system could create a food-focused itinerary taking travelers from Chengdu to Shunde and the Chaoshan region, while arranging cooking classes, market tours and bookings at lesser-known but highly regarded local restaurants along the way.

"According to our internal data, inbound travelers who use our AI planning tool report more than 40 percent higher satisfaction with their itineraries," said Li Zhouzhi, the company's marketing director.

Albin Loidl, president of the German Travel Association (DRV), told Xinhua that China is attracting a growing number of German tourists with its rich cultural heritage and diverse natural landscapes. He said the German travel industry hopes to deepen cooperation with China so that more German travelers can explore the country's diverse offerings.

That growing interest is being supported by a broader push to improve services for inbound travelers. Zheng Hao, vice chair and secretary-general of the World Tourism Alliance (WTA), said China has been working to make international travel easier through visa and customs facilitation, expanded flight connections and upgrades to tourism infrastructure.

New technologies such as AI are also helping improve the travel experience, he said, while stronger industry standards and service oversight are aimed at creating a safer and more reliable market environment.

"Together, these measures are helping turn policy support into tangible growth in the inbound tourism market," he added.