On 9 February 2026, as the Lunar New Year of the Horse approaches, the China National Tourist Office (CNTO) in London officially launched the “Nihao! China” national tourism image bus advertising campaign.

Traversing London: A Mobile “Spring Festival Landscape”

From 9 February to 23 February, 50 classic London red double-decker buses will don “festive attire”:

• Visual Core: The campaign features the newly adopted “Nihao! China” national inbound tourism logo.
• Cultural Elements: The design is complemented by the official “Happy Chinese New Year” logo and the Year of the Horse mascot, symbolising auspiciousness and progress.
• Design Style: A deep fusion of vibrant Chinese Red, dynamic traditional patterns, and modern visual language radiates a unique Oriental charm on the streets of Britain.

Landmark Routes: These buses will operate at high frequency along London’s main thoroughfares, passing iconic landmarks such as Trafalgar Square, Piccadilly Circus, Oxford Street, Westminster Abbey, Camden Market, and Tate Britain.

Three Consecutive Years of Deepening Brand Impact

This marks the third consecutive year of the “Nihao! China” Spring Festival bus project in London. Spanning from the Year of the Dragon to the Snake, and now the Horse, the project has become one of the most recognisable international cultural highlights during London’s Spring Festival.

With an annual reach of hundreds of thousands of people, it has effectively enhanced the British public’s awareness of and affinity for the Chinese tourism brand and Spring Festival culture.

Policy Tailwinds: Opening a New Stage of China-UK Exchange

Cultural exchange between the two nations runs deep, powered by strong people-to-people connections. According to statistics from the China Tourism Academy, the UK ranked among the top European source markets for travel to China in 2024, demonstrating immense market potential.

Recently, China-UK cultural exchange has welcomed multiple positive developments:

• Strategic Return: Both sides have announced the restoration of the China-UK strategic partnership, with a focus on strengthening cultural exchange.
• Policy Benefits: China is actively considering granting 30-day unilateral visa-free access to British citizens. If implemented, this policy would greatly ignite British tourists’ enthusiasm for visiting China, making “going to see China” a spontaneous possibility.

A Simple “Nihao”: A Sincere Invitation from China

The lead of CNTO London stated: “This is not just a holiday promotion, but a bridge connecting the hearts of our people. We hope that through this friendly and visible medium, the British public can feel China’s openness and warmth.”

As the spring breeze of the Year of the Horse sweeps through London’s streets, Eastern and Western civilisations engage in a gentle dialogue within the public space. A single bus, a simple “Nihao! China,” carries the shared expectations of two ancient civilisations facing the future together.