The 2026 China (Guangdong) International Tourism Industry Expo (CITIE 2026) opened at the China Import and Export Fair Complex on September 11th for a three-day run. The newly launched International Medical Tourism Exhibition Area made its debut, with six Guangzhou-based international medical pilot hospitals showcasing their strengths in specialized medical care. The participation of leading tertiary hospitals and the combination of advanced medical care with Lingnan wellness tourism have emerged as a new highlight of this year's expo.

At the Nanfang Hospital, Southern Medical University booth, traditional Chinese medicine (TCM) external therapies, including Comprehensive Moxibustion with Fire Dragon Jar, ear acupressure and Stick-Needle Muscle-TendonManipulation Therapy, attracted many visitors to line up for hands-on experiences, while pharmacy experts provided on-site explanations of the hospital's specialty preparations. The First Affiliated Hospital of Guangzhou Medical University, backed by the National Center for Respiratory Medicine, showcased cutting-edge technologies in respiratory medicine and thoracic surgery. Guangzhou First People's Hospital highlighted its advances in the diagnosis and treatment of hematological diseases, including hematopoietic stem cell transplantation. These well-established and advanced specialty capabilities are a major draw for overseas business visitors. Many buyers said that compared with other regions, Guangzhou combines high-level medical expertise with a relatively favorable environment for cross-border services, making its medical tourism offerings highly competitive in terms of value for money.

"We are not simply showcasing medical achievements; we are providing a complete, end-to-end medical tourism solution," said Luo Qian, deputy general manager of the Guangzhou International Medical Tourism Service Center. Since the center began operations several months ago, its main client base has come from Hong Kong, Macao, and Southeast Asia, while inquiries from visitors from the Middle East and Russia have continued to grow. Overseas clients have shown a high level of acceptance of TCM's concept of "preventive treatment of disease" and its approach to managing sub-health conditions. In terms of visitor profiles, most are seeking wellness checkups and routine health management. Routine wellness checkups take relatively little time at the hospital, while a complete inbound wellness itinerary generally lasts four to five days, allowing visitors to immerse themselves in Lingnan life while receiving medical care.

“硬核医疗+康养旅游”有望成广东文旅新名片

11日起，2026广东国际旅游产业博览会（以下简称“旅博会”）在广交会展馆连续3天举行。国际医疗旅游展区首次亮相，6家广州市国际医疗试点医院纷纷亮出自身王牌专科实力。“三甲医院组团参展，硬核医疗搭配岭南康养旅游”成为本届旅博会抓人眼球的新板块。

南方医科大学南方医院展位前，火龙罐、耳穴压豆、棍针拨筋等中医外治项目吸引不少观展者排队体验，药学专家现场讲解院内特色制剂；广州医科大学附属第一医院依托国家呼吸医学中心，展示呼吸与胸外科前沿技术；广州市第一人民医院推介造血干细胞移植等血液病诊疗成果。这些成熟领先的专科技术正是吸引境外客商的核心亮点，不少采购商表示，相较于其他地区，广州兼具高水平诊疗能力与相对友好的跨境服务环境，医旅产品性价比突出。

“我们不是单纯展示医疗成果，而是提供一整套闭环式医旅解决方案。”广州国际医疗旅游服务中心副总经理罗倩表示，中心运营数月以来，客群以港澳地区、东南亚为主，中东、俄罗斯访客咨询量持续增长。境外客户对中医“治未病”的亚健康调理理念接受度很高。客群结构上，康养体检、日常调理人群占大多数。普通康养体检院内耗时较短，完整入境康养行程一般安排四五天，游客就医之余，可以沉浸式感受岭南生活。

文 | 羊城晚报记者 黎存根 阎回
图 | 主办方提供
译 | 郑书悦
英文审校 | 盛嘉