Dear Friends,

On behalf of the China National Tourist Office London, it is my great honor to welcome you to the China Pavilion at the 2024 World Travel Market (WTM).

This year, our pavilion’s theme centers around high-quality tourism development in China, with a particular focus on sustainable tourism and green tourism. We are excited to showcase China’s breathtaking landscapes and cultural richness, representing the diversity of our regions. Additionally, we have a dedicated section for sharing China’s latest entry policies, such as new visa-free transit options and updated payment methods like Beijing Metro’s ‘tap-and-go’ fare system, which now accepts foreign MasterCard and Visa cards. We are also introducing new direct flight routes to ease travel to China.

In an exciting innovation, we invite you to immerse yourself in a VR Metaverse experience, where you’ll embark on a cultural journey across time, engaging with China’s heritage through cutting-edge virtual reality technology. Each day, we will also feature a selection of authentic Chinese cuisine and snacks, offering a taste of China’s rich culinary traditions.

China has long been recognized as a premier destination for travelers, celebrated for its natural beauty, deep historical roots, and diverse ethnic traditions. We are dedicated to offering international visitors a travel experience that is both unique and unforgettable, showing you a China that is rich in history, more and more open, inclusive, and brimming with vitality. We warmly invite all our friends from around the globe to explore China’s remarkable tourism resources and embark on new adventures of cultural and natural discovery.

As global tourism rebounds, we are aware of the importance of international cooperation. This exhibition offers us a prime opportunity to showcase China’s tourism assets, while fostering stronger partnerships with global tourism professionals. We are committed to sustainable growth and look forward to collaborating with our international partners to build a brighter future for the global tourism industry, based on shared values of sustainability, innovation, and common prosperity.

Finally, I would like to extend my heartfelt gratitude to all those who have supported us, as well as to each visitor to our pavilion. We hope that through this experience, you will glimpse the boundless beauty and cultural depth that China has to offer. We eagerly look forward to welcoming you to China, where we are confident that you will discover experiences that will captivate and inspire.