Chinese culture draws global travel buyers at IMEX America

When Erin Sartor slipped into an elaborate Chinese opera costume inspired by Yang Guifei, a celebrated beauty of the Tang Dynasty (618-907), she could hardly contain her excitement.

Standing at the China pavilion at IMEX America 2026 in Las Vegas, the creative design professional from Minneapolis-based BI Worldwide admired the richly colored costume while holding a traditional Chinese fan.

"The colors of this costume are just amazing," Sartor told China Daily.

For Sartor, the experience was more than an opportunity to try on traditional Chinese attire. As a professional involved in designing corporate incentive programs, she sees China's cultural heritage as an important resource for creating memorable experiences for international business travelers.

Her company has an office in Shanghai, where it develops engagement programs tailored to the Chinese market.

"It's a growing market for global incentive travel," she said.

Sartor was among the visitors exploring China's cultural and tourism offerings at IMEX America, one of North America's largest trade shows for the meetings and incentive travel industry, which opened on Tuesday at the Mandalay Bay Convention Center in Las Vegas.

Under the national tourism brand "Nihao! China", the Chinese delegation brought together tourism authorities and businesses from Beijing, Hunan, Shaanxi, Jiangsu, Sichuan and the Guangxi Zhuang autonomous region to introduce the country's conference facilities, tourism resources and cultural attractions to international buyers.

The three-day exhibition, running through Thursday, marks China's third consecutive year of participation. The approximately 93-square-meter China pavilion, themed "China: Where Business Meets Extraordinary Experiences", combines destination presentations with interactive cultural activities designed to introduce international visitors to China's traditions and modern tourism offerings.

From Beijing's historical landmarks and convention facilities to the dramatic mountain landscapes of Zhangjiajie in Hunan, the ancient heritage of Xi'an in Shaanxi, Jiangsu's water towns, Sichuan's cuisine and natural scenery, and Guangxi's distinctive landscapes, exhibitors presented a range of destinations for international conferences, corporate incentive trips and other business events.

More than 20 presentations were organized to introduce China's tourism destinations, products and developments in the meetings, incentives, conferences and exhibitions (MICE) industry, according to Wu Dawei, director of the China National Tourist Office in Los Angeles.

"China's competitiveness in the international MICE market has strengthened in recent years as the country expands its opening to the world," Wu said.

He pointed to improvements in visa policies, international transportation, mobile payment services and facilities for inbound travelers as factors making China more accessible to international visitors.

China has expanded visa-free travel arrangements in recent years. Under policies in effect in October 2026, ordinary passport holders from 50 countries, including Canada, the United Kingdom, France, Germany, Australia and Japan, are eligible for visa-free stays of up to 30 days for purposes including tourism and business.

Separately, eligible travelers from 57 countries, including the United States, can use China's 240-hour visa-free transit policy, subject to requirements concerning onward travel and designated entry points.

China's participation in IMEX America aims to strengthen cooperation with international industry partners and attract more international conferences and corporate incentive travel programs to the country, Wu said.

Among visitors to the China pavilion was Gary Wiseman of ESBE Scientific in Canada, who expressed enthusiasm for the country's tourism offerings.

"I've been to China five times and been to Hong Kong and I've been to Macao," Wiseman said. "Despite recently rising travel costs, particularly airfares, China remains an attractive destination for Canadian business."

He also welcomed efforts to introduce the country's tourism resources to international audiences, saying the promotional activities could encourage more travelers to explore China.

For Antoine Herblot, director of China inbound and business development at Jade Dragon, promoting China is closely connected to his own life.

"It's like my second home country now, and I really love this country because life in China is very convenient, and the cost of living is also very affordable," said Herblot, who has lived in China for two decades.

He said China's appeal extends beyond its historical and cultural attractions to include its modern infrastructure, technological development and everyday conveniences.

"China basically has everything, like beautiful landscapes, thousands of years of history and delicious food, and also high technology," Herblot said.

He said he has no regrets about his decision to move there and hopes more Western visitors will have opportunities to experience China firsthand.

Herblot now organizes customized journeys in destinations including Xi'an and Yunnan, serving international travelers interested in cultural experiences, private tours and business visits.

He said improvements in travel accessibility and the expansion of convention and exhibition facilities are creating opportunities for international meetings, incentive groups and other corporate events.

IMEX America brings together destinations, hotels, event organizers and travel service providers with corporate planners and international buyers. The 2025 exhibition attracted 17,633 participants and 3,700 exhibiting companies from more than 80 countries. According to organizer IMEX Group, this year's event is the largest in its history by exhibition space, expanding 5 percent from 2025, with buyer registrations and exhibitor numbers surpassing last year's levels.