On March 11, 2025, Zhang Li, Director of the China National Tourist Office London (CNTO London), and Evelyne Freiermuth, Government Affairs Director of the World Travel & Tourism Council (WTTC), co-chaired the first-quarter working meeting of the year on behalf of their respective organizations. Both parties engaged in productive discussions on deepening collaboration, industry trends, and future plans. WTTC is one of the most influential international organizations in the global tourism sector, dedicated to promoting sustainable development in the industry.
During the meeting, both sides explored the establishment of a regular dialogue mechanism and exchanged views on potential collaboration during the World Travel Market (WTM), policy updates, industry research, and sustainability topics. WTTC introduced its recently published reports, including Global Travel & Tourism Economic Impact, Future Trends in Travel Technology, and Climate and Ocean Impact, and expressed interest in further joint research with the China Tourism Academy (CTA). Additionally, WTTC invited CNTO London to present on key topics such as China’s tourism investment landscape, visa facilitation measures, and government policy priorities in its member meetings.
In the area of sustainable development, both sides focused on the Hotel Sustainability Basics initiative. CNTO London will continue discussions with WTTC to facilitate the implementation of this initiative in China.
This meeting further strengthened the collaboration between CNTO London and WTTC. Moving forward, both parties will enhance cooperation in industry research, policy exchanges, and market promotion, working together to advance the high-quality development of tourism between China and the UK.
