Rapid global growth a trove of opportunity

Inbound tourism, as well as diversified and experiential travel, continue to generate new demand, providing international hotel groups with long-term growth opportunities as they deepen their presence in the Chinese market.

"Chinese consumers' expectations for travel have gone beyond simply reaching their destination; they place greater emphasis on experiences, connections and exploration. Business travel, family vacations, cultural exploration, and sports and entertainment are emerging as key areas of demand in the travel sector," said Mao.

The Project Management Institute made its CIIE debut as an exhibitor this year. The organization has been introducing global project management standards, certifications and knowledge to the Chinese market for over 18 years. As of August 2026, the institute had more than 1.96 million certification holders globally, including more than 700,000 in the Chinese mainland.