On 27 March, the “Nihao! China – UK Visa-Free Policy Sharing Symposium”, jointly hosted by the China National Tourists Office (CNTO) London, Air China, and the Shenzhen Airlines London Office, was held at the Four Seasons Hotel London at Tower Bridge. Representatives from the tourism industry, media organisations, and related enterprises from both China and the UK gathered to engage in in-depth discussions on the market prospects, industry trends, and cooperation opportunities following the implementation of China’s 30-day visa-free policy for British citizens.

During this year’s National Two Sessions, “inbound tourism” continued to be a hot topic of discussion. The hosting of this symposium not only responds to the high level of attention the international tourism market is currently paying to China’s inbound policies, but also provides a pragmatic platform for the Sino-British tourism industry to deepen exchanges and expand cooperation.

Gathering in London to Discuss New Opportunities for Sino-British Tourism Cooperation

The event attracted numerous tourism organisations, key tour operators, and mainstream media representatives from both China and the UK. Media in attendance included People’s Daily, Xinhua News Agency, China News Service, CCTV, China Daily, CGTN, Phoenix Television, Nouvelles d’Europe, The Times, Yicai, Chinese Business Gazette, Time Publishing, The European, and Wanderlust. From the tourism sector, representatives from major UK tour operators and product providers for travel to China, such as Wendy Wu Tours, Audley Travel, TransIndus, Bamboo Travel, and The Dragon Trip, were present for the exchanges.

The gathering of diverse guests not only reflects the UK market’s sustained attention to China’s tourism resources and policy changes, but also indicates that Sino-British tourism cooperation is entering a new window of opportunity.

Implementation of Visa-Free Policy Unlocks New Benefits for China’s Inbound Tourism

At the event, the organisers provided a detailed interpretation of China’s latest visa-free policy for the UK. According to the presentation, effective from 17 February 2026, British citizens holding ordinary passports can travel to China without applying for a visa in advance for short-term activities such as tourism, business, visiting relatives and friends, exchange visits, and transit, with a maximum single stay of up to 30 days.

Attendees widely agreed that this policy is a significant measure in China’s continuous promotion of high-level opening up and further optimisation of inbound facilitation. It also injects new momentum into Sino-British tourism exchanges, cultural communication, and people-to-people interactions.

Zhang Li, Director of CNTO London, stated in his speech that in recent years, China has continuously improved its inbound policy framework. Through measures such as visa facilitation, payment optimisation, and departure tax refunds, the convenience and experience of foreign tourists travelling in China have been consistently enhanced. The introduction of this visa-free policy for the UK further unlocks the potential of China’s inbound tourism market and creates more convenient conditions for cultural exchanges and personnel visits between the two countries.

Continuous Route Optimisation Makes Travel to China More Convenient and Efficient

Addressing the travel needs of British tourists visiting China, Xia Baohui, General Manager of Air China’s London Office, introduced the current Sino-British route network layout and products at the event. He stated that they will continue to optimise flight services and product design to provide British tourists with more convenient and efficient travel options to China.

Favourable policies combined with route optimisation provide stronger support for the further recovery and growth of Sino-British tourism exchanges. This also provides the UK market with stronger expectations regarding the accessibility and convenience of travelling to China.

From Group Tours to Independent Travel: The UK Market Optimistic About New Chinese Tourism Opportunities

In the subsequent policy interpretation and Q&A session, Pan Hang, Assistant Director of CNTO London, provided a detailed introduction focusing on the scope of application of the visa-free policy, entry procedures, and supporting services. According to the explanation, British citizens only need to ensure their passports are valid before travelling to China and can complete the relevant procedures online or by filling out an arrival card upon entry, making the overall process significantly simpler than before.

During the industry sharing session, several guests from the UK tourism and media sectors analysed the new changes in China’s inbound tourism market from various dimensions, including group tours, independent travel, luxury tourism, and business travel. Attendees generally believed that with the implementation of the visa-free policy, the appeal of Chinese tourism products in the UK market will be further enhanced. This is expected to usher in a new round of growth, particularly in niche segments such as in-depth cultural tours, personalised bespoke travel, and high-end tourism.

A tourism industry representative noted that the visa-free policy will effectively lower the decision-making threshold for British tourists travelling to China, making short-term trips and ad-hoc business visits more convenient, thereby driving an overall increase in market activity. Meanwhile, as China continues to optimise digital payments, transport infrastructure, and tourism services, the convenience and experience for foreign tourists travelling in China are also continuously improving. Wendy Wu, founder of Wendy Wu Tours, stated that the visa-free policy will significantly boost the willingness of British tourists to travel to China, which will be a direct benefit, especially for the group tour market.

Sustained Media Attention Continues to Elevate China’s Tourism Appeal

Multiple media representatives noted during the exchanges that the British public’s interest in Chinese culture and tourism resources has been steadily rising in recent years. The introduction of the visa-free policy will further stimulate potential market demand, encouraging more British tourists to visit China and experience its rich and diverse culture and natural landscapes more deeply.

Stanley Johnson, Editor-in-Chief of The European magazine, believes this policy will further increase the British public’s attention towards tourism in China. The two-way feedback from the media and the industry indicates that the image of China as a tourist destination is gaining greater recognition in the UK market and is generating a more multi-layered and profound communication impact.

Using Tourism as a Bridge to Expand New Spaces for Sino-British Exchange and Cooperation

In addition to policy interpretations and industry exchanges, the event also featured a dinner and networking session. In a relaxed atmosphere, attendees further explored future cooperation opportunities. The organisers stated that they will continue to promote China’s inbound tourism resources through diverse formats in the future, deepening cooperation with the UK tourism industry and media to jointly elevate Sino-British tourism exchanges and industrial development to new heights.

Industry insiders generally believe that driven jointly by favourable policies and market demand, Sino-British tourism exchanges are expected to usher in a new stage of development. The visa-free policy for the UK will not only promote short-term tourism growth but also facilitate interaction and cooperation between the two countries in broader areas such as trade, culture, and people-to-people exchanges, injecting fresh vitality into Sino-British relations.

From “convenient to visit” to “willing to visit”, and now “wanting to visit again”, the appeal of China’s inbound tourism is continuously rising, and Sino-British tourism cooperation is embracing new development opportunities.