The China Pavilion at the 2026 World Travel Market in London showcased a new vision of tourism through culture, innovation, and green development.
Running from November 3rd to 5th at the ExCeL International Exhibition Centre in London, the 2026 World Travel Market (WTM) was themed “Resilience, Recovery and Rebuilding: A New Era for Global Tourism.” It focused on the recovery of the global tourism market, innovation in AI and digital technologies, and sustainable tourism development. More than 4,000 exhibitors from over 180 countries and regions have gathered for the event.
Such a theme fits China well, which has seen tourism increase as the government introduces tourism-friendly policies and people are increasingly seeing China as a top destination. This is the first year in which China has implemented its 30-day visa-free entry policy for British ordinary passport holders. Since the policy came into effect on 17 February 2026, interest among British travellers in visiting China has increased noticeably.
The China Pavilion at this year’s World Travel Market adopts the theme “China Tourism: Culture Enriches Travel, Innovation Shapes the Future, Global Cooperation Drives Sustainability.” This year’s pavilion was the largest yet at 487.5 square metres, and it succeeded in winning the WTM’s Best Stand Design Award, becoming the only national pavilion from Asia to receive the honour.
The stand brought together more than 200 participants representing cultural and tourism authorities from 14 provinces, municipalities, and autonomous regions, together with 116 tourism enterprises.
Zhang Xu, Chairman of the World Tourism Alliance, said in his opening address at the China Pavilion Grand Opening that the global tourism industry was continuing its recovery, with international visitor numbers having already surpassed pre-2019 levels. China’s tourism industry was also showing positive developments, including substantial growth in scale, an improved industry structure and a dynamic balance between supply and demand. Tourism exchanges between China and the UK were continuing to expand.
“Tourism is a bridge for mutual understanding between civilisations. It is also an important force in stimulating economic growth, creating employment and bringing people closer together,” he said.
One highlight of the pavilion was several traditional Chinese elements, one of the reasons why so many are attracted to China. The China Pavilion opening ceremony started with an energetic Shaolin kung fu performance entitled Martial Arts in Motion: Central China. There were also tea ceremonies, Baijiu tasting, Chinese opera performances, and more.
But it is not only the traditional that attracts visitors. PATA Chief Executive Noor Ahmad Hamid explained his experience of visiting China as being “China today is not the China of yesterday,” he said. From airports and infrastructure to digital technology, China is at the forefront of development. For example, seeing small robots accompany shoppers around shopping centres has become an ordinary sight in China.
PATA are looking forward to working with China to “bring the world to China and take China to the world”.
This was also highlighted at the pavilion, with Shanghai Legoland participating, Hainan Meichen Golf and Haikou Mission Hills Resort presenting golf holiday products, and technology tourism companies also present.
Seeing the changing trends in tourism to China, Kong Xinran, General Manager of Anhui Youxi Digital Media Technology Co., Ltd., explained that the relaxation of visa-free entry policies had led to a noticeable increase in foreign visitors to China.
Anhui hopes to use this year’s exhibition to introduce Huangmei Opera, one of the province’s most celebrated cultural treasures, to international travellers. Building on classic productions such as The Female Prince Consort and The Heavenly Match, the company has in recent years also developed creative cultural products incorporating Huangmei Opera elements. She hopes to ensure that “Huangmei Opera has a shining presence in every corner of the world”.
While that goal for Huangmei Opera remains to be achieved, China and Chinese tourism are certainly well on their way to achieving everyone in the world wanting to visit.
If you like this article, why not read: From the Qiantang River to the Thames, Picturesque Zhejiang Reaching the UK
