Organized by Zhejiang Department of Commerce, 2026 Zhejiang Service Trade (Brasil) Cultural & Tourism Exhibition will be held from September 30 to October 2 at the Expo Center Norte in São Paulo, Brazil. As a key service trade event organized by Zhejiang for 2026, the exhibition marks the first time that Zhejiang has participated as a provincial delegation, bringing nine outstanding Zhejiang enterprises across mountains and seas to jointly go global. The delegation presents a panoramic display of the brand strength of "Service of Zhejiang, Serve the world" to the Latin American market, while paving the way for Zhejiang enterprises to expand into international markets. Coinciding with the 50th anniversary of the establishment of diplomatic relations between China and Brazil, the collective presence of Zhejiang’s cultural tourism sector carries special significance. As a pioneering province in the first tier of China’s high-quality cultural and tourism development, Zhejiang consistently ranks among the top nationwide in terms of tourism economy scale and the number of World Heritage sites and high-grade scenic areas. This group expedition marks a key step for Zhejiang’s service trade to expand its footprint in Latin America.
Focused on the entire global cultural tourism industry chain, 2026 Zhejiang Service Trade (Brasil) Cultural & Tourism Exhibition covers a total area of 36,000 square meters and is expected to bring together more than 2,000 tourism brands and institutions from around the world, attracting around 40,000 professional visitors. Exhibitors span the whole industry chain, including travel companies, film and television cultural enterprises, digital cultural tourism providers, medical and wellness companies, airline and hotel groups, and tourism destinations, creating an international stage for global cultural tourism enterprises to directly reach the Latin American market. In addition to the nine outstanding Zhejiang enterprises, the Cultural and Creative Industry Office of Shangcheng District, Hangzhou, will also make an appearance, showcasing Shangcheng’s cultural heritage, the industrial ecosystem of the "New Three" cultural exports (web dramas, online games and online literature), and its achievements in bringing culture to the global market. As a benchmark of Hangzhou’s integrated development of culture, science and innovation, Shangcheng is also an important birthplace and core carrier for new cultural business formats going global from the provincial capital. The nine exhibiting enterprises each brought their distinctive strengths and highlights: wellness tourism enterprises presented medical tourism and wellness resort products for overseas customers, opening the door to Latin America’s health and wellness consumer market with one-stop premium experiences; film and television culture enterprises showcased high-quality TV dramas, AI film and television content, micro-dramas and other new business formats, exploring new paths for cultural exports through the integrated innovation of "content + technology"; traditional Chinese medicine (TCM) culture enterprises deepened their expertise in TCM diagnosis and treatment and digital wellness, presenting the modern integration of "TCM + digital intelligence"; and tourism service enterprises unveiled systematic solutions covering hotel management, digital tourism platforms and supply chain services, providing professional support to global partners. Diverse sectors shared the same stage, complementing one another and vividly demonstrating the comprehensive strength and innovative vitality of Zhejiang’s cultural tourism enterprises, from product innovation to ecosystem building.
Brazil is the largest country in Latin America by both area and population, and an important global tourism destination and source market. As a major province in China’s service trade and an important node of the Belt and Road Initiative, Zhejiang maintains close economic and trade ties with Brazil and enjoys a solid foundation for cooperation. The friendly diplomatic relations between China and Brazil have opened up new opportunities for deepening cooperation between the two sides. This exhibition provides an efficient matchmaking platform for cultural tourism enterprises and industry institutions from both countries, helping to advance practical cooperation in areas such as mutual tourist flows, air route cooperation, hotel operations, film and television content, and TCM health services, further strengthening people-to-people and cultural exchanges and economic and trade ties between China and Brazil, and injecting new momentum into the high-quality joint development of the Belt and Road Initiative. Crossing mountains and seas to meet each other halfway, this remarkable encounter between Zhejiang and Brazil marks both an important starting point for Zhejiang’s cultural tourism enterprises to set sail for Latin America and a new chapter of hand-in-hand cooperation and shared development between the two sides.