Ancient Town Innovation Forum Opens in Shanghai

Held as a featured exhibition of the 6th Yangtze River Delta International Cultural Industries Expo, the Ancient Town New Ecosystem: Cross-sector Innovation Exhibition brought together leading tourism destinations, innovators, and industry experts. The event showcased how heritage destinations can evolve through creativity, technology, and new business models.

From 20 to 22 November 2025, the Ancient Town New Ecosystem: Cross-sector Innovation Exhibition was held at the National Exhibition and Convention Center in Shanghai as a featured programme of the 6th Yangtze River Delta International Cultural Industries Expo. Centred on the concept of "new cultural tourism for ancient towns", the exhibition explored how heritage destinations can create new value through innovation, cross-sector collaboration, and evolving visitor experiences.

Jointly guided by the Organising Committee of the Yangtze River Delta International Cultural Industries Expo and the China Tourism Association, the exhibition was initiated by Dingdu Group and supported by more than ten leading tourism and cultural organisations. Rather than presenting traditional exhibition displays, the event combined immersive showcases, industry forums, case studies, and networking opportunities to encourage dialogue across the cultural tourism sector.

One of the programme highlights was the Cultural Tourism Operators Forum: Product Innovation, Business Model Evolution and Ecosystem Transformation, where founders and executives from some of China's most influential tourism destinations shared their operational experience and long-term strategies. Speakers represented renowned projects including Wuzhen, Nianhua Bay, Aranya, Taoxichuan, Huangling, Tangshan Banquet, and Zhangjiajie 72 Wonders Tower, offering practical insights into destination development and sustainable growth.

Chen Xianghong, Vice Chairman of the China Tourism Association, Chairman of Dingdu Group, and Founder of Wuzhen Tourism, emphasised that successful destinations are built through the integration of culture and tourism with a long-term vision. He highlighted that destination development is ultimately about creating meaningful cultural experiences that remain relevant for generations.

Across the three-day exhibition, leading destinations including Wuzhen, Tides and Music Resort in Yanguan, Puyuan Fashion Ancient Town, Mingshui Ancient City, Wujingzhai, and Taiyuan Ancient County presented innovative approaches to heritage activation. Through themes such as Ancient Town + Art, Fashion, Technology, Intangible Cultural Heritage, Wellness, Creative Industries, and Commerce, visitors experienced how traditional towns are expanding beyond sightseeing into vibrant, experience-led destinations.

The exhibition demonstrated that the future of cultural tourism lies not in preserving heritage as a static attraction, but in continuously creating new experiences that connect history with contemporary lifestyles. By bringing together destination operators, investors, designers, and cultural innovators, the event established a valuable platform for collaboration and knowledge sharing while offering a compelling vision for the next generation of heritage destinations.