On the evening of November 4, before the 2024 World Travel Market (WTM) opening, the “China Night” event was held at the Four Seasons Hotel London at Tower Bridge. Organised by the China National Tourist Office London, the event attracted over 200 participants from the cultural, tourism, and business sectors worldwide. Key guests in attendance included 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; Liz Ortiguera, Managing Director for the Asia-Pacific region of the World Travel & Tourism Council (WTTC); and Kathryn Davis, Director of Visit West. Together, they shared optimistic views on the potential for significant growth in inbound tourism to China and expressed hopes for strengthened international tourism collaboration.
Welcoming Remarks by Zhang Li, Director of the China National Tourist Office London.
Zhang Li, Director of the China National Tourist Office London, warmly welcomed all guests. In his speech, he noted that the 2024 WTM, one of the largest and most professional tourism trade fairs globally, would take place from November 5 to 7 at the ExCeL London exhibition center. This year, the China Pavilion is themed “High-Quality Development of Chinese Tourism,” focusing on sustainable tourism that harmonises humanity and nature. Representatives from nine Chinese provinces and municipalities, including Beijing, Shanghai, Shaanxi, Yunnan, and Xinjiang, have joined the pavilion. Zhang Li expressed hope that the event would provide tourism professionals with insights into China’s latest policy to facilitate inbound tourism and give international visitors a closer look at China’s rich and diverse tourism resources, enhancing its global influence in tourism.
Welcoming Remarks by Zhang Li, Director of the China National Tourist Office London.
Shi Zeyi, Deputy Director General, Bureau of International Exchange and Cooperation, Ministry of Culture and Tourism of China, highlighted the strong foundation and promising prospects of tourism collaboration between China and the UK, as the two countries are both significant source and destination markets for each other. He noted that the number of weekly flights between the two nations had surpassed pre-2019 levels, now exceeding 200 flights. Shi Zeyi emphasised that close tourism exchanges between China and the UK not only deepen mutual understanding and friendship but also boost economic growth. He called on tourism professionals worldwide to strengthen collaboration and jointly promote the global recovery and development of tourism.
Insights from Liz Ortiguera, WTTC’s Managing Director for the Asia-Pacific region.
Liz Ortiguera, WTTC’s Managing Director for the Asia-Pacific region, shared her experiences travelling in China and her views on the importance of sustainable tourism growth and cross-cultural exchange. She highlighted the benefits of international tourism collaboration, which enriches visitor experiences and significantly contributes to global economies.
Kathryn Davis, Director of Visit West delivered her speech.
Kathryn Davis, Director of Visit West, remarked that “China Night” provided an excellent networking platform for tourism representatives from both countries. She noted that the event not only facilitated information exchange during the WTM but also introduced British tourism professionals to the latest policies on inbound tourism to China, fostering stronger ties and cooperation between the Chinese and UK tourism sectors.
Wendy Wu, head of Wendy Wu Tours, the largest UK-based operator of group tours to China, delivered her speech.
Wendy Wu, head of Wendy Wu Tours, the largest UK-based operator of group tours to China, shared her experiences in organising inbound tours to China. She elaborated on how providing authentic and in-depth cultural experiences has benefited international visitors. Meanwhile, John Edward Coles, General Manager of Kew Bridge Travel, offered his analysis and outlook on the Chinese tourism market, emphasising its enormous potential and the opportunities it presents for British tourism enterprises to serve both Chinese and global travellers.
British influencer William Adlinton shared his travel experience in Xinjiang.
British influencer William Adlinton, known as “Mooneye” on Chinese social media, presented vivid accounts of his travels across China, particularly his unique experiences in Xinjiang, using videos and photos to showcase the region’s stunning landscapes and rich culture.
“The 2024 Chinese Tourism Ambassador,” Francesca Pala, an Italian student from the University of Leeds, shares her experiences of travelling in China.
Francesca Pala, an Italian student at the University of Leeds and also the “2024 China Tourism Ambassador” appointed by the China National Tourist Office London, shared her recent impressions of China. Having joined a familiarisation trip to Shaanxi and Sichuan, she provided a youthful perspective on exploring China’s cultural and natural attractions.
The Xinjiang dance performance “Lift Your Veil” was warmly received by the guests.
The musicians from the London Youth Dongfeng Orchestra performed a Chinese music trio.
The evening featured captivating performances, including a trio from the London Youth Dongfeng Ensemble playing traditional Chinese pieces such as “A Lovely Rose” and “At the Riverside of Longing”. Xinjiang dancers also performed the lively piece “Lift Your Veil”, earning enthusiastic applause from the audience.
The “China Night” event deepened exchanges between Chinese and international tourism professionals and created new opportunities for high-quality tourism development and international cooperation. Guests expressed excitement about exploring the China Pavilion at the WTM to learn more about China’s tourism offerings.
