The vibrant city of Chongqing took center stage at the World Travel Market (WTM) London 2025, held from November 4th to 6th at the ExCeL International Exhibition Centre.
Under the theme “Magnificent Mountains and Rivers, New Charm of Chongqing,” the Chongqing delegation captivated visitors in the China Pavilion through immersive multimedia showcases, culinary experiences, and professional networking sessions — presenting to the world the extraordinary allure of China’s legendary “8D Magic City.”
A special event titled “Hello! Chongqing” was held on November 6 in the WTM China Pavilion.
A dynamic promotional film brought to life the city’s distinctive three-dimensional landscape, where mountains intertwine with rivers and urban skylines — vividly portraying the “8D magic” of a city built on hills. Iconic landmarks such as Hongya Cave, the Yangtze River Cableway, and the Liziba Monorail Station — where trains pass directly through residential buildings — drew crowds of fascinated industry professionals and visitors.
Showcasing World-Class Cultural and Natural Treasures
As China’s only municipality in the central and western regions and a major national hub city, Chongqing uniquely blends deep natural beauty with a modern metropolitan pulse. The city has long been known as the “Mountain City,” “River City,” “City That Never Sleeps,” “City of Bridges,” and the “World Hot Spring Capital.”
In recent years, it has also earned international accolades such as “World’s Fastest-Growing Tourism City,” “Top 10 Most Promising Travel Destination,” “World’s Top 10 Tourism City,” and “Most Tourist-Friendly City.”
At WTM, the Chongqing delegation spotlighted three core tourism pillars:
- Cultural Heritage — represented by the Dazu Rock Carvings, Hechuan’s Diaoyu Fortress, and the Baiheliang Underwater Inscriptions
- Natural Wonders — including the Wulong Karst, Jinfo Mountain in Nanchuan, and Wulipo Nature Reserve in Wushan
- Museum Collections — from the China Three Gorges Museum and the Chongqing Natural History Museum to the Chongqing Industrial Museum
Together, these resources allow international travelers to experience Chongqing from multiple dimensions — admiring spectacular landscapes, discovering deep cultural legacies, and exploring diverse exhibitions where technology and heritage meet.
The Dazu Rock Carvings, famous for their Thousand-Hand Guanyin statues, represent the zenith of Chinese religious art from the 9th to 13th centuries. The Wulong Karst, home to the Three Natural Bridges and Furong Cave, embodies over 2.6 million years of geological evolution. Jinfo Mountain’s “Golden Buddha Radiance” drew astonished praise from visitors.
The Baiheliang Inscriptions, which have recorded 72 low-water years of the Yangtze River across more than 1,200 years, stand as a rare World Hydrological Heritage Site — now jointly nominated with Egypt’s Nilometer on Rhoda Island for UNESCO World Heritage status.
Meanwhile, the Chiyou Jiuli City, with its grand Miao-style architecture, vividly presents the colorful spirit of China’s ethnic minority culture.
Connectivity and Hospitality Recognized by the Global Industry
Chongqing’s comprehensive transport infrastructure and traveler-friendly entry policies also attracted industry acclaim.
The city now operates 125 international and regional air routes, boasts over 1,300 kilometers of high-speed rail, and 4,700 kilometers of expressways — ranking first in western China for network density.
Travelers from 75 countries enjoy 240-hour visa-free transit through Chongqing, making it a fast-growing gateway for overseas visitors entering or connecting through China. In 2024, the municipality launched its “One-Stop Port Visa Service” online platform, further streamlining inbound visa procedures.
During WTM, the Chongqing delegation held in-depth discussions with more than 70 travel companies from the United Kingdom, Germany, France, Ireland, and other countries, covering topics such as travel facilitation, joint product development, and visitor exchange.
European tour operators spoke highly of Chongqing’s resources and openness.
James, a travel executive from Ireland, said: “Chongqing’s cityscape completely redefines my sense of urban space. Its multi-level design is a world-class attraction. I can’t wait to bring Irish tourists to see it.”
Girgis Nady, from Memphis Holidays, noted:“I’ve followed China’s tourism development closely. With the expanded visa-free policy, Chongqing — famous on social media for its surreal 3-D cityscapes and diverse cultural and natural sites — is becoming one of the most attractive destinations for our clients.”
“360 bowls of Chongqing flavor” Culinary Showcase Becomes a Crowd Favorite
A highlight of Chongqing’s participation was the international debut of its “360 bowls of Chongqing flavor” food brand, which received enthusiastic acclaim.
The delegation created a special “360 bowls of Chongqing flavor Experience Zone” in the China Pavilion — quickly becoming one of the most popular attractions of the entire fair.
Visitors delighted in Jiangjin Rice Candy’s crisp sweetness, the rich chewiness of Wulong Dried Tofu, and the classic flavor of Ciqikou Mahua (fried twist pastry) — earning raves from international guests.
Anna, a UK travel professional, remarked: “Cuisine is the soul of travel. We’re eager to incorporate Chongqing’s culinary experiences into our tour itineraries so more travellers can discover the authentic flavor of ‘360 bowls of Chongqing flavor.’”
Sichuan-Chongqing Cooperation Strengthens the Bashu Tourism Brand
Also in the spotlight was the jointly promoted “Bashu Cultural Tourism Corridor,” an initiative co-developed by Chongqing and Sichuan.
The two regions unveiled integrated inbound routes — “Enter via Chongqing, Exit via Chengdu” and “Enter via Chengdu, Exit via Chongqing” — praised by leading European tour operators for their rich product combinations and convenient travel logistics.
This regional collaboration harnesses the world-class tourism assets and airport clusters of both regions, emphasizing their shared mountains, rivers, history, and culture. Under the joint campaign “Travel Bashu, See China,” the two sides aim to strengthen the global visibility of the Bashu Cultural Tourism Corridor.
A Global Stage for Chongqing’s Rising Tourism Power
Chongqing’s strong showing at WTM London 2025 marks another milestone in elevating its global tourism brand. It also lays a solid foundation for building the Bashu Cultural Tourism Corridor into an international icon and accelerating Chongqing’s transformation into a world-renowned cultural and tourism destination.
With its exceptional blend of cultural heritage, natural beauty, modern connectivity, high-quality visitor services, and irresistible cuisine, Chongqing is poised to remain one of the world’s must-visit gateways to China.
All pictures provided by organisers. If you like this article, why not read: China Opens Largest Ever Stand at the London World Travel Market
