TIANJIN -- The China Tourism Industry Expo opened Friday in northern China's Tianjin Municipality, highlighting the integration of culture and tourism.

The expo, jointly sponsored by the Ministry of Culture and Tourism and the Tianjin municipal government, will last for three days.

Covering an area of 50,000 square meters, the expo boasts 2,700 booths showcasing more than 100,000 pieces of tourism products including tourism equipment, creative culture and intangible cultural heritage products.

Hundreds of enterprises from 28 provinces, municipalities and autonomous regions are attending the expo.

The China Tourism Industry Expo has been held for 10 consecutive years in Tianjin. The expo last year saw on-the-spot and intentional transactions of nearly 10 billion yuan (about 1.4 billion U.S. dollars).