The Chengdu International Tourism Expo (CITE) is an up-and-coming travel fair being held for the fifth time in the capital of Sichuan province. CITE is held in cooperation with Chengdu Municipal Tourism Administration and the Chengdu Municipal Bureau of Exposition. CITE is a “one-stop” event for destinations, tour operators, airlines, and tourist organizations to showcase travel packages and promotions. Given the growing importance of outbound tourism from China’s second tier cities, CITE is an excellent opportunity for firms and media to better understand the changing nature of Chinese tourism and make valuable local connections in a relatively untapped market.