Chinese New Year, as the most important traditional festival of the Chinese people, embodies cultural values of peace, harmony, and unity. It is not only a time for family reunions in China but has increasingly become a global cultural event. Last year, Chinese New Year reached a historic milestone by being officially listed by UNESCO as part of the “Intangible Cultural Heritage of Humanity,” highlighting the global influence of Chinese culture. As the first Chinese New Year after this achievement, 2025 marks the Year of the Snake in the traditional Chinese calendar. In traditional Chinese culture, the snake symbolizes wisdom, vitality, and good fortune, representing the vibrant and auspicious beginning of the new year.
On the morning of January 29th, the first day of the Chinese New Year, the China National Tourist Office London (CNTO London), in collaboration with renowned UK travel agencies Kew Bridge Travel and Wendy Wu Tours, hosted the “Nihao! China” New Year Tourism Promotion Event at the Strawberry Hill Golf Club. The event aimed to introduce Chinese New Year culture, inbound tourism policies, and the latest travel products to the UK travel industry. It attracted dozens of representatives from UK travel agencies, injecting new vitality into China-UK tourism cooperation.
Event Highlights: Conveying China’s Charm in a Relaxed Atmosphere
On the day of the promotion, the Strawberry Hill Golf Club was filled with the festive spirit of the Chinese New Year. The event unfolded in a relaxed and friendly atmosphere, capturing the strong interest of the guests in Chinese culture and tourism products. CNTO London showcased the rich cultural traditions of the Chinese New Year and the latest inbound tourism policies, offering UK travel agencies fresh ideas for expanding their business opportunities.
Representatives from travel agencies attentively listening to the organiser’s introduction at the event.
During the event, Director Assistant of CNTO London, Pan Hang, gave an in-depth introduction to Chinese New Year customs, such as the tradition of pasting couplets, enjoying the New Year’s Eve dinner, and the dragon and lion dances. The event also featured Chinese-style refreshments infused with the spirit of the festival, as well as festive gifts such as mascots symbolising the Year of the Snake, couplets, brooches, and calendars. These offerings allowed the guests to not only experience Chinese culture but also immerse themselves in the festive atmosphere. Many guests expressed that the event not only deepened their understanding of China but also made them feel warm and joyful.
（图说：中国驻伦敦旅游办事处主任助理潘航向嘉宾们介绍春节习俗）
Pan Hang, Director Assistant of CNTO London, introduces Chinese New Year customs to the guests.
In addition to the cultural showcase, Pan Hang also highlighted the latest inbound tourism policies of China, analysing the current trends in China’s tourism market and providing practical business development ideas for the travel trade. He emphasised that with the opening of China’s tourism market and continuous improvements in infrastructure, China is now better equipped to accommodate more international visitors, offering abundant cooperation opportunities for UK travel agents. Many travel professionals expressed that through this promotion, they gained a more comprehensive understanding of the Chinese tourism market and look forward to deepening future collaboration with China.
A well-rounded “Nihao! China” tourism promotion
UK travel professional Mona Turner shared her enthusiasm after the presentation, stating, “China is such a vast and diverse country, and today’s session was truly eye-opening! As Chinese nationals, you must be incredibly proud of your country.”
Guests engaging in discussions and sharing experiences at the event.
Byron Davis, Business Development Manager at Wendy Wu Tours, the largest UK-based tour operator specialising in travel to China, followed with a presentation on the latest China travel products. He introduced a range of tailor-made itineraries and immersive travel experiences, showcasing how China’s diverse natural and cultural resources can be seamlessly integrated into personalized journeys. His insights were met with enthusiastic responses from the audience.
John Coles: Promoting China as a Greater Goal
To conclude the event, John Coles, Managing Director of Kew Bridge Travel, shared his inspiration for organising the gathering. He acknowledged that China remains a relatively unfamiliar travel destination for many UK people — something he is determined to change.
“Everyone knows Spain, France, and Thailand, but awareness of China is still far too limited,” Coles noted. “For a travel agency, destinations, itineraries, and unique products are the core of our competitive edge. As one of our key focus destinations, increasing UK travellers’ understanding and interest in China is essential for Kew Bridge Travel’s growth. I want to start within my own network in the UK travel industry, using close-up, firsthand promotion to introduce more people to the beauty and richness of China.”
John Coles shares his personal travel experiences in China during the presentation.
Inspiration Behind the Event: The Impact of “China Night”
The idea for this event was sparked by the success of “China Night”, held in November last year. As a key prelude to the World Travel Market (WTM), China Night left a lasting impression on UK travel industry professionals with its captivating performances, exquisite cuisine, and cultural showcases.
During the event, John Coles, Managing Director of Kew Bridge Travel, shared his unforgettable travel experiences in Xinjiang. He was deeply moved by the region’s breathtaking landscapes, warm hospitality, and rich cultural heritage. However, what truly astonished him was witnessing China’s remarkable progress after nearly two decades away. Having frequently visited China before 2006, he was amazed not only by the towering skyscrapers, extensive highways, and high-speed rail networks but also by the efficiency, warmth, and impeccable cleanliness of the places he visited. This transformative experience inspired him to organize this special event, bringing the wonders of China closer to UK travellers.
John Coles shares his Xinjiang travel experience at the “China Night” in November 2024.
John Coles believes that to introduce China—a relatively unfamiliar yet captivating destination—to more UK travellers, promotion must start from his company’s clients, customers, and social circles. He deliberately chose the familiar setting of Strawberry Hill Golf Club as the event venue and, with the support and endorsement of CNTO London, invited business partners, clients, and club associates to participate. Holding the event during Chinese New Year added further significance, ultimately making this tourism showcase a truly special occasion.
Looking ahead, CNTO London will continue to strengthen collaborations with UK travel agents and tour operators, hosting more initiatives like this to enhance awareness and appreciation of China’s rich history and unique cultural heritage among UK travellers.
