On February 19, 2025, the Global Soft Power Summit 2025 was held at the Queen Elizabeth II Centre in London. The theme of this year’s summit was “Responding to the Decline of Globalisation.” The opening day saw the participation of over 300 distinguished guests, including political and business leaders, industry experts, and academic representatives from various countries.
Zhang Li, Director of the China National Tourist Office London, was invited to deliver a keynote speech titled “China’s Tourism and Modernisation with Chinese Characteristics” in the Breakout Session: Tourism Attraction on the first day of the summit. He introduced the development of China’s tourism industry, shared the Chinese government’s recent initiatives to facilitate inbound tourism, and provided insights into the prospects of the sector in the context of Chinese-style modernisation.
This summit was organised by Brand Finance, a London-based leading brand valuation and strategy consultancy. Brand Finance publishes the Global Soft Power Index and the Global 500 Report annually, covering governments, businesses, and non-profit organisations. It is widely recognised as an authoritative institution in the field of brand valuation research.
The Global Soft Power Index 2025 revealed that China’s soft power ranking rose from 3rd place last year to 2nd place, surpassing the UK and Japan and now second only to the United States, which remains in the top position.
New Opportunities for China’s Inbound Tourism Market
Director Zhang Li elaborated on the mutually reinforcing relationship between China’s tourism industry and modernisation and emphasised the vast potential of the Chinese inbound tourism market. He stated:
“Before the pandemic, China welcomed 14 million inbound tourists annually. Since 2023, international tourists have increasingly turned their attention back to China, viewing it as an attractive travel destination. From bustling international metropolises to culturally rich ancient towns and scenic countryside, China offers diverse experiences to meet the needs of different travellers.”
He further highlighted the Chinese government’s efforts to optimise inbound tourism policies, including simplifying visa procedures, increasing international flights, and enhancing payment convenience. Additionally, China has introduced visa-free policies for visitors from multiple countries, including the UK and most European and American nations, allowing them to enjoy a 240-hour visa-free transit policy.
“These measures have significantly improved China’s appeal to international tourists and enhanced their travel experience,” Director Zhang Li noted. “Through a comprehensive, multi-dimensional, and multi-channel approach to cultural dissemination, China aims to present itself to the world as a credible, lovable, and respectable nation.”
China’s Tourism Appeal from an International Perspective
Summit attendees engaged in in-depth discussions on the globalisation of China’s tourism industry. David Haigh, Chairman and CEO of Brand Finance, praised China’s tourism development potential in his opening remarks:
“China possesses an abundance of cultural heritage and breath-taking natural landscapes. Coupled with its ongoing improvements in visa policies and tourism services, China maintains a strong competitive edge in the global tourism market.”
Participants also focussed on China’s investments in tourism infrastructure, green tourism, and smart tourism, acknowledging China’s commitment to sustainable tourism development. Many agreed that China’s thriving tourism market not only offers more choices for global travellers but also injects new energy into the international tourism industry.
China’s Exhibition Booth Draws Significant Interest
Beyond the keynote speech, China National Tourist Office London set up an exhibition booth at the summit, showcasing China’s diverse tourism resources. The booth attracted significant interest from attendees, who expressed strong enthusiasm about the growth potential of China’s inbound tourism market and engaged in discussions on future collaborations and optimising visitor experiences.
Maher Nasser, Commissioner-General of the United Nations at Expo 2025 & Director at the United Nations Department of Global Communications, expressed gratitude for China’s longstanding support for the Palestinian cause. He also congratulated China on its remarkable achievements in recent years. 
During interactions at the booth, Director Zhang Li emphasised:
“We are witnessing a steady resurgence of international tourists’ interest in China. From exploring the country’s rich history and culture to experiencing its modern cities, the inbound tourism market continues to expand. During the 2024 Chinese New Year holiday, China’s domestic tourism market fully recovered, and we look forward to welcoming more international visitors to personally experience China’s diverse culture and unique charm.”
Outlook: Sustainable Tourism and International Collaboration
China’s tourism industry not only serves as a key driver of domestic economic growth but also presents new opportunities for the global tourism market.
Director Zhang Li concluded:
“We look forward to building closer partnerships with the global tourism industry to jointly promote sustainable tourism development and provide better travel experiences for visitors.”
The successful Breakout Session: Tourism Attraction deepened the international community’s understanding of China’s tourism sector and laid a solid foundation for future cooperation and exchanges. The China National Tourist Office in London will continue to serve as a bridge, fostering deeper UK-China and global tourism industry collaborations, contributing to a win-win development strategy in the era of globalisation.
