On the evening of 2 November, as a fringe event of the 2026 World Travel Market (WTM) London, the “China Night – ‘Nihao! China’ Theme Tourism Promotion Event” was held at The Biltmore Mayfair hotel in central London. Guided by the Bureau of International Exchanges and Cooperation of the Ministry of Culture and Tourism, and co-hosted by the China National Tourists Office (CNTO) London and the Network of International Culturalink Entities, the event highlighted China’s ice and snow tourism resources. Targeted at the UK and European tourism industry, media, travel agents, and influencers, the evening aimed to showcase the charm of China’s winter tourism and deepen Sino-British cultural and industrial cooperation.

In recent years, China has successfully transformed its “cold resources” into a thriving winter economy. Consolidating the legacy of the Beijing Winter Olympics, China has driven the development of the entire ice and snow industry chain and popularised winter sports. By deeply integrating local folk culture, China has created unique cultural tourism IPs. Adhering to the principles of green and ecological development, China is striving to build world-class winter tourism destinations and foster international cultural exchange.

The event kicked off with a spectacular Macao lion dance. In his welcome address, Zhang Li, Director of CNTO London, stated that the event serves as an excellent opportunity to consolidate industry friendships and explore new areas of cooperation.

Highlighting China’s rich winter offerings—from the majestic snowscapes of the north to diverse regional winter experiences across the country—he remarked: “Tourism is not just about visiting a place; it is a bridge for mutual learning among civilisations, a bond connecting people’s hearts, and a powerful carrier for enhancing mutual understanding and friendship.”

Also delivering remarks were Li Liyan, Minister-Counsellor of the Chinese Embassy in the UK; Jonathan Heastie, Exhibition Director of WTM London (Reed Exhibitions); and Jo Dilley, Managing Director of Visit Peak District & Derbyshire. They collectively expressed their anticipation for expanding Sino-British tourism cooperation and welcomed more British tourists to explore China.

Jonathan Heastie noted that as international demand for immersive tourism and in-depth cultural experiences continues to grow, China’s rich regional cultures, cuisine, and lifestyles are becoming increasingly attractive. He highlighted that with China’s visa-free policy for UK tourists and the continuous growth in Sino-British flight capacity, the bilateral tourism market is seeing unprecedented opportunities. He encouraged the UK travel industry to guide tourists towards exploring more of China’s unique regions and expressed hopes that WTM will further deepen industry cooperation.

During the ice and snow presentation segment, representatives from leading international travel operators, including Club Med and Wendy Wu Tours, shared their experiences and the market advantages of Chinese winter holiday products. Renowned travel influencer William Adlington, who visited Harbin earlier this year and was amazed by its rich winter resources, enthusiastically urged attendees: “You need to go to China as soon as possible!”

Beyond winter themes, the event showcased China’s diverse tourism ecosystem. Representatives from Anhui, Shandong, Macao, and Sanya delivered English-language destination presentations. Tourism service and supporting enterprises, such as CTG Travel, VRV Software, Alipay, and New Oriental Cultural Tourism, showcased China’s latest advantages in travel services and digital convenience.

Maria Helena de Senna Fernandes, Director of the Macao Government Tourism Office, stated that Macao will seize the opportunities brought by the visa-free policy. Focusing on the Guangdong-Hong Kong-Macao Greater Bay Area and leveraging aviation networks, Macao aims to promote “multi-destination” travel, allowing European visitors to experience Macao’s unique blend of Eastern and Western cultures while exploring mainland China.

The evening was enriched with captivating cultural performances, including Zhongyuan (Central Plains) Kungfu and classic excerpts from the traditional Yu Opera, such as Hua Mulan and Mu Guiying Takes Command. Food tasting, intangible cultural heritage displays, and a tourism photo exhibition transformed destination promotion into an engaging cultural experience. Kong Xinran, a cultural tourism representative from Anhui, expressed hopes that through original creative designs and digital innovation, Chinese intangible cultural heritage, such as Huangmei Opera, can be introduced to more international tourists.

Through interactive lucky draws and networking sessions, the “China Night” successfully highlighted China’s winter tourism brand to the European market. As a crucial component of the global “Nihao! China” campaign, the event has laid a solid foundation for enduring Sino-British tourism cooperation.