The 2024 World Travel Market (WTM) London, one of the largest and most prestigious events in the global tourism industry, was held from November 5th to 7th at the ExCeL Exhibition Centre in the Royal Victoria Dock, London.
The theme of this year’s event was “Travel Powers the World,” and it featured an upgraded China Pavilion focused on “The High-Quality Development of Chinese Tourism.”
China’s Nine Provinces and Municipalities Showcase High-Quality Tourism Development
To promote the high-quality development of inbound tourism to China, the China National Tourist Office London organized the participation of cultural and tourism departments from nine provinces and municipalities, including Beijing, Shanghai, Chongqing, Yunnan, Shaanxi, Guangxi, Henan, Xinjiang, and Sanya. Representatives from dozens of leading Chinese tourism enterprises, as well as Guizhou Travel Agency, China National Publications Import & Export (Group) Corporation, and major airlines such as Air China, China Southern Airlines, Hainan Airlines, Tianjin Airlines, Capital Airlines, Shenzhen Airlines, and Juneyao Airlines, also attended the 2024 World Travel Market London.
The China Pavilion hosted an opening ceremony on November 5th, attended by key figures including Wang Qi, Chargé d’Affaire of the Chinese Embassy in the UK, Shi Zeyi, Deputy Director General, Bureau of International Exchange and Cooperation, Ministry of Culture and Tourism of China, Zhang Li, Director of the China National Tourist Office London, Patricia Yates, CEO of Visit Britain, Juliette Losardo, Exhibition Director of WTM, and Jonathan Hull, WTM Representative.
(From left to right) Zhang Li, Director of the China National Tourist Office London; Patricia Yates, CEO of Visit Britain; Wang Qi, Chargé d’Affaire of the Chinese Embassy in the UK; Shi Zeyi, Deputy Director General, Bureau of International Exchange and Cooperation, Ministry of Culture and Tourism of China; and Juliette Losardo, Exhibition Director of the World Travel Market, officially launched the China Pavilion by illuminating the crystal ball.
The pavilion’s design was cantered on “Chinese Characteristics” and “The Spirit of the Times,” blending ancient Chinese architectural principles with modern design elements. The overall visual effect embodied the philosophy of harmony between nature and humanity, showcasing a balance between tradition and modernity, art and strength, and beauty in both ancient and contemporary forms.
The “High-Quality Development of Chinese Tourism” section of the pavilion was a highlight, featuring exhibits on China’s green development principles and its rich intangible cultural heritage. Key exhibits included models of national landmarks such as the domestically-produced C919 aircraft and the Hong Kong-Zhuhai-Macao Bridge, which symbolize the achievements of China’s tourism and travel industry in recent years. The exhibition also highlighted China’s well-developed infrastructure, including a safe, comfortable, and highly accessible high-speed rail system, demonstrating multiple facets of China’s tourism ecosystem. This exhibition reinforced China’s new image and concepts in the global tourism landscape, telling the story of China and promoting the development philosophy of a shared future for humanity.
(The China Tourism High-Quality Development Exhibition Area is the highlight of the China Pavilion at this event.)
Upon entering the China Pavilion, visitors are immediately immersed in the rich atmosphere of Chinese culture. A majestic image inspired by the famous painting A Thousand Miles of Rivers and Mountains encircles the top of the exhibition area, adding a grand and magnificent Eastern aesthetic to the space.
Enthusiasts of Chinese culture, dressed in traditional attire such as Hanfu, moved gracefully through the pavilion, accompanied by a life-sized panda mascot, a national treasure of China, which captured the attention of many visitors. The exquisite traditional costumes blended seamlessly with the modern design of the exhibition space, creating an atmosphere where the audience felt as though they had been transported to a China where the ancient and contemporary converge.
The exhibition was bustling with activity, as representatives showcasing local tourism products, authentic traditional cuisine, and exquisite handcrafted items. Visitors were captivated, pausing to admire and take photos of the displays. The atmosphere at the China pavilion was vibrant and dynamic, with a constant flow of eager attendees, creating a lively and engaging environment throughout the event.
Zhang Li, Director of the China National Tourist Office London, delivered the welcome address, highlighting that the 2024 World Travel Market in London not only provides an opportunity to showcase China’s rich tourism resources but also serves as an important platform for strengthening UK-China relations.
He emphasized that this year’s theme underscores China’s commitment to sustainable development, which not only enhances the tourist experience but also prioritizes the protection of natural environments and cultural heritage. Director Zhang expressed his hope that, future exchanges and cooperation between nations can be further strengthened based on this shared vision
(Zhang Li, Director of the China National Tourist Office London, delivered his speech)
Shi Zeyi, Deputy Director General, Bureau of International Exchange and Cooperation, Ministry of Culture and Tourism of China, delivered a speech outlining the development and trends of China’s tourism industry. He noted that in recent years, China has established the largest domestic tourism market in the world. In the first three quarters of 2024, the number of foreign visitors arriving through China’s various ports of entry reached 22.82 million.
(Shi Zeyi, Deputy Director General, Bureau of International Exchange and Cooperation, Ministry of Culture and Tourism of China, delivered his speech)
To attract more foreign visitors to China and enhance their travel experience, China has implemented a series of measures. First, key port cities are being developed as hubs for premium inbound tourism routes. From November 22 to 24, China will also host the 2024 China International Travel Mart in Shanghai. Second, efforts are being made to improve the convenience of inbound tourism, including facilitating large-scale credit card payments, small-amount QR code payments, and ensuring cash-back options. Third, promotional activities for inbound tourism are being launched, with destinations such as Beijing, Shanghai, and Zhangjiajie offering a wide range of innovative tourism products and itineraries with distinctive regional characteristics, attracting large numbers of foreign tourists to visit China.
Wang Qi, Chargé d’Affaire of the Chinese Embassy in the UK, emphasized that tourism serves as a vital channel for exchanges and mutual learning between countries and cultures, and tourism cooperation is a key component of Sino-British cultural exchanges. He also noted that tourism has become an emerging strategic pillar industry in China, representing a significant sector in the country’s modernization and an important part of improving people’s well-being.
As the largest source and destination country for international tourism, China is committed to promoting international tourism exchanges and cooperation, accelerating the construction of a culturally strong and tourism-driven nation. This also reflects China’s unwavering determination to advance its unique modernization and high-level opening-up strategy, while contributing valuable market opportunities and cooperation space to the global tourism industry.
(Wang Qi, Chargé d’Affaire of the Chinese Embassy in the UK, delivered his speech)
Patricia Yates, CEO of Visit Britain, shared insights from her recent visit to Beijing and Shanghai, where she experienced firsthand the vitality of China as a tourism market.
She noted that as one of the UK’s most important trade partners, China’s economic contribution from tourism is expected to see significant growth by the end of this year or early next year. Tourism not only generates economic value but also fosters cultural exchange between the two countries.
As an inclusive and diverse tourism destination, the UK continues to welcome and attract Chinese tourists. She expressed her delight in the increasing number of direct flights to Edinburgh and Manchester, which are strengthening connections between UK and Chinese cities. Yates also warmly invited attendees to visit the UK booth and expressed her anticipation of further deepening collaborative ties in the future.
(Patricia Yates, CEO of VisitBritain, delivered a speech)
Jonathan Hull, a representative of the World Travel Market (WTM) London, stated that the WTM brings together leading figures, key buyers, and renowned travel companies from across the globe, serving as an international platform for communication, learning, and collaborative success. He emphasized that the event not only showcases the latest trends in the global travel industry but also provides a unique opportunity for dialogue and exchange to drive industry transformation and growth.
(Jonathan Hull, Representative of World Travel Market London, delivered a speech)
The opening ceremony was launched with a crystal ball by Wang Qi, Chargé d’Affaire of the Chinese Embassy in the UK, Shi Zeyi, Deputy Director General, Bureau of International Exchange and Cooperation, Ministry of Culture and Tourism of China, Zhang Li, Director of the China National Tourist Office London, Patricia Yates, CEO of Visit Britain, and Juliette Losardo, Exhibition Director of the World Travel Market.
Gary King, from Wendy Wu Tours, a UK-based inbound travel operator specializing in Chinese tourism, shared his experience traveling in China. With 40 years of experience in the tourism industry, Gary described his first trip to China in April this year as an eye-opening experience. In Shanghai, he was struck by the striking contrast between the historic buildings along the Bund and the modern financial district. In the ancient city of Xi’an, he visited the world-renowned Terracotta Warriors and climbed the ancient city wall to enjoy panoramic views of the city. In Beijing, he was deeply captivated by the unique blend of ancient and modern culture in the city.
He particularly highlighted the hospitality of the Chinese people and praised the country’s safety, as well as its impressive modernization. Furthermore, he was impressed by China’s powerful high-speed rail network, which, as of the end of 2023, spans 45,000 kilometers, completed in just over a decade—an achievement that left him in awe of its speed and efficiency.
Gary King from Wendy Wu Tours, a UK-based inbound tour operator for China, shared his travel experiences in China.
During the opening ceremony, guests from both China and abroad, along with representatives from Chinese airlines, participated in a lucky draw, offering round-trip tickets to China and other exciting rewards. Lucky winners expressed their enthusiasm and excitement about their upcoming trips to China.
During the opening ceremony of the China Pavilion, Patricia Yates, CEO of Visit Britain (right), and a representative from Capital Airlines drew prizes for the guests.
During the opening ceremony of the China Pavilion, Wang Qi, Chargé d’Affaire of the Chinese Embassy in the UK (second from right), Guli Abulimu, Director of Xinjiang’s Department of Culture and Tourism (far left), and Chen Dongsheng, General Manager of Tianjin Airlines UK (far right), presented prizes to the lucky winners.
Shi Zeyi, Deputy Director General, Bureau of International Exchange and Cooperation, Ministry of Culture and Tourism of China (left), and Xia Baohui, General Manager of the London Office of Air China (right), conducted a prize draw for the audience.
Throughout the exhibition, the China Pavilion also hosted a series of exciting activities, including tourism promotions, business negotiations, and intangible cultural heritage showcases, offering a comprehensive display of China’s rich tourism resources and cultural appeal.
Immersive experiences, such as VR metaverse interactions, Sichuan opera face-changing performances, the “Tu’er Ye” (Rabbit God) intangible cultural heritage workshop, Chinese food tastings, and cultural appreciation of Chinese tea and wine, attracted a large number of attendees to engage and interact.
（During the World Travel Market London, the Beijing Municipal Bureau of Culture and Tourism organized a special JiTuFang cultural heritage workshop, inviting attendees to create and hand-paint traditional “Tu’er Ye” (Rabbit God) clay sculptures, celebrating and promoting Chinese folk culture.）
（The Sichuan Opera face-changing performance captivated a large audience.）
Unveiling the Mystique of the Western Regions: VR and Cultural Tourism Create Infinite Possibilities”
After the Opening Ceremony, Chinese and foreign guests jointly visited various booths in the China exhibition area, showcasing destinations such as Beijing, Shanghai, Chongqing, Yunnan, Shaanxi, Guangxi, Henan, Xinjiang, Sanya, Guizhou, and China National Publications Import & Export (Group) Corporation. Notably, the unique tourism offerings from Xinjiang, Shanghai, and Sanya attracted significant attention from the guests.
（Chinese and Foreign Guests Visit the China Exhibition）
Xinjiang, renowned for its vast expanse and diverse natural landscapes, accounts for one-sixth of China’s total land area. It is a land where glaciers and snow-capped peaks coexist with vast deserts and barren Gobi. The region is home to majestic mountain ranges such as the Altai and Tianshan, as well as unique Silk Road cultural heritage and mouthwatering local cuisine.
（“Xinjiang is a Nice Place” Promotional Event Held）
Shanghai Medical Tourism, with its internationally renowned high-quality healthcare services, cutting-edge technology, and expert teams, continues to attract global visitors. As a medical hub in China, Shanghai is home to several prestigious hospitals and healthcare institutions, offering premium services in areas such as oncology, cardiology, and cosmetic surgery.
At this year’s London World Travel Market, representatives from Huashan Hospital of Fudan University and Xinhua Hospital affiliated with Shanghai Jiao Tong University School of Medicine were present to showcase and engage in discussions. This provided attendees and visitors the opportunity to learn about Shanghai’s latest breakthroughs in precision medicine, AI-assisted diagnostics, and minimally invasive surgery.
（Professor Gu Jingwen, Director of the International Medical Center at Huashan Hospital of Fudan University and Chair of the Foreign-related Medical Subcommittee of the Shanghai Medical Association, presents an overview of the development of Shanghai’s international medical tourism.）
Sanya, one of China’s most famous island resort destinations, attracts global visitors with its warm climate, crystal-clear waters, and beautiful beaches. It is not only an ideal place for leisure and relaxation, but also a great destination for water sports, adventurous explorations, and enjoying natural landscapes. Visitors can immerse themselves in Hainan’s local culture, savor unique cuisines, and take part in ethnic festivals, all within the laid-back island atmosphere. Sanya warmly welcomes friends from all over the world to experience this tropical paradise.
Additionally, China’s cultural and tourism industry is undergoing a transformation driven by VR technology. Through virtual reality, visitors can experience famous landmarks across China without needing to travel. They can virtually explore the majestic scenery of the Great Wall, the Forbidden City, and Huangshan, or immerse themselves in the historical and cultural significance of the Mogao Caves in Dunhuang.
VR also brings remote or protected sites to life, allowing tourists to appreciate natural wonders while preserving the environment. The application of this technology not only makes sightseeing more accessible, but also ensures the broader dissemination of traditional cultural and historical heritage.
（The immersive VR cultural and tourism experience “Mingjian Wanli,” presented by the Key Laboratory of Interactive Technology and Experience Systems at Beijing University of Posts and Telecommunications, attracted a large number of viewers.）
The immersive cultural and tourism experience “Visionary WanLi” (Ming Jian WanLi) presented by the Key Laboratory of Interactive Technology and Experience Systems at Beijing University of Posts and Telecommunications, explores how innovative technologies can promote cultural heritage preservation, enhance tourism experiences, and facilitate international cultural exchange. The deep integration of VR with cultural tourism not only enhances the enjoyment and technological appeal of the travel experience, but also opens up limitless possibilities for the protection and innovative development of cultural tourism resources.
