Forging deeper connections

Technology and tradition

On the domestic side, the expo showcased how Chinese tourism is embracing technology. All 16 districts of Beijing participated, alongside delegations from 16 other provinces and municipalities.

Visitors tried on translation glasses from Chinese tech company iFlytek that display real-time subtitles — a hit among older travelers planning overseas trips. Dancing robots from Unitree Robotics drew crowds of children and adults alike. An AI costume-changing system from Beijing-based Guoshu Technology, which lets users instantly switch outfits in images, attracted serious interest from several scenic spot operators.

Zhang Jing, an official with the Beijing Municipal Bureau of Culture and Tourism, said that the expo had three defining features: internationalization, technological immersion, and product launches.

"Within this 30,000-square-meter space, visitors can experience modern technology, participate in interactive activities and buy the latest cultural and creative products," Zhang said.

He noted that Beijing, as a national science and technology innovation center, has already rolled out 10 technology application scenarios for tourism — from smart ticketing at the Great Wall to AI-guided tours at the Palace Museum. "Technology is now visible in our scenic spots, our industrial parks, and even our time-honored brands," Zhang said.

The expo also served as a launchpad for cultural products. Yidege, a traditional ink maker with a history of more than 150 years, teamed up with the integrated marketing service organization Yuanlong Yato to create a special gift box for graduates taking entrance exams. The same partners also launched blind boxes for Argentina's national football team ahead of the World Cup — a nod to the growing intersection of sports fandom and consumer culture in China.

On the transaction side, a new smart matchmaking system — allowing exhibitors and buyers to connect online before the expo and sign deals on-site — helped generate 27.36 million yuan in intended deals during a hotel-travel agency event alone. Major travel agencies including BTG Tourism Development, Trip.com Group and Utour launched new tour routes, with on-site sales exceeding 10 million yuan.

A window into the future

For Zhang, the expo's growing international participation signals a broader trend.

"Global tourism sellers are increasingly looking to China," he said. "The Chinese consumers' appetite for quality travel experiences — and quality products — continues to grow."

Back at his booth, Meg's coffee continued to draw visitors. He patiently explained the tasting notes of his high-altitude beans: chocolate, dried fruit, and a hint of spice. Many visitors picked up a tin, scanned the QR code and placed an order.

For years, Meg sold to markets that took his coffee but not his story. In China, he said, he has found something different: customers who ask where the coffee comes from, who want to know about the farmer and the mountain.

"Only then will they truly appreciate the product," he said.