When Erin Sartor slipped into a Chinese opera costume inspired by Yang Guifei, a famed 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 elaborate costume while holding a traditional Chinese fan.

"The colors of this costume are just amazing," she said.

Sartor, a professional involved in designing corporate incentive programs, sees China's cultural heritage as an important resource for creating memorable experiences for international business travelers.

Her company has an office in Shanghai developing engagement programs for the Chinese market.

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

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

Under the national tourism brand "Nihao! China", the Chinese delegation brought together tourism authorities and businesses from across the country, including Beijing, Hunan province and the Guangxi Zhuang autonomous region, to promote conference facilities, tourism resources and cultural attractions to international buyers.

The three-day show marks China's third consecutive year of participation. Its 93-square-meter pavilion, themed "China: Where Business Meets Extraordinary Experiences", combines destination presentations with interactive cultural activities to highlight the country's traditions and modern tourism.

Exhibitors promoted destinations for conferences, incentive trips and other business events, from Beijing's historical landmarks and convention facilities to Zhangjiajie's mountains in Hunan province, Xi'an's heritage in Shaanxi province and Jiangsu province's water towns.

More than 20 presentations showcased China's destinations, tourism products and MICE (meetings, incentives, conferences and exhibitions) sector, said 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 cited improved visa policies, international transport, mobile payments and facilities for inbound travelers as factors making China more accessible.

Convenient visa policies

Under current visa-free policies, ordinary passport holders from 50 countries, including Canada, France and Australia, can visit China for up to 30 days for tourism, business and other permitted purposes.

Separately, travelers from 57 countries, including the United States, may qualify for visa-free transit for up to 240 hours, subject to requirements concerning onward travel and designated entry points.

Wu said China's participation in the exhibition aims to deepen cooperation with international industry partners and attract more conferences and corporate incentive trips.

Gary Wiseman of Canadian company ESBE Scientific expressed enthusiasm for China's tourism offerings, saying it remains attractive to Canadian businesses despite rising travel costs, particularly airfares.

For Antoine Herblot, director of China inbound and business development at Jade Dragon, promoting China is closely connected to his own life. After 20 years in the country, he considers it a second home.

"I really love this country because life in China is very convenient, and the cost of living is also very affordable," Herblot said.

Beyond its history and culture, China appeals for its modern infrastructure, technological development and everyday conveniences, he said. "China basically has everything, like beautiful landscapes, thousands of years of history and delicious food, and also high technology."

renali@chinadailyusa.com