From December 19 to 21, 2025, the 2025 China International Travel Mart (CITM 2025) was held at the Hainan International Convention and Exhibition Center. Hosted by the Ministry of Culture and Tourism of China, the three-day event was held under the theme “Nihao! China” and serves as one of China’s most important international platforms for tourism exchange and cooperation.

During the event, the China Cultural Center in The Hague actively organized and coordinated the participation of representatives from Dutch travel agencies. The delegation was composed of well established and widely recognized travel agencies and tourism professionals in the Netherlands, with the aim of strengthening practical cooperation and professional exchange between China and the Dutch tourism market.

CITM 2025 covered a total exhibition area of 65,000 square meters and featured five major sections: Domestic Exhibition Area, International Exhibition Area, Sunshine Hainan Pavilion, Inbound Tourism Consumption Zone, and the Cultural and Tourism Integration Zone. The latter was introduced for the first time this year, highlighting new development models that integrate culture, tourism, technology, and finance, and reflecting the high-quality development direction of China’s cultural and tourism sector.

Throughout the event, more than 1,000 representatives from travel agencies and tourism institutions across 101 countries and regions, including the Netherlands, gathered in Hainan to engage in discussions on inbound tourism, product cooperation, and market development. Under the guidance and organization of the China Cultural Center in The Hague, Dutch travel agency representatives actively participated in exhibition visits, professional matchmaking sessions, and on-site exchanges, gaining a comprehensive understanding of China’s tourism policies, destination offerings, and inbound tourism trends.

Notably, the Dutch travel agency delegation organized by the China Cultural Center in The Hague also included representatives who had previously taken part in the familiarization and route inspection program in Jilin Province, covering destinations such as Yanbian and Changbai Mountain. Through a combined approach of “trade fair engagement + destination field visits,” the delegation was able to gain both strategic and product-level insights into the diversity and regional characteristics of China’s tourism resources.

During the fair, a number of innovative platforms and services aimed at improving inbound travel convenience were officially launched. Among them, China UnionPay introduced the “Nihao China” integrated service platform, which combines payment, transportation, lifestyle, and travel services, further improving the travel experience for international visitors and providing stronger foundational support for international travel agencies developing China-related products.

The 2025 China International Travel Mart was not only a comprehensive showcase of China’s tourism development achievements, but also a practical outcome of the China Cultural Center in The Hague’s ongoing efforts to connect Chinese destinations with the Dutch and European tourism markets. Through the organization of Dutch travel agency participation and the linkage with destination inspections, the Center continues to build a stable and effective bridge for China–Europe cultural and tourism cooperation.