In order to gain an in-depth understanding of the development models and operational experience of British rural tourism, and to promote exchange and mutual learning within the Sino-British culture and tourism sectors, Zhang Li, Director of the China National Tourist Office (CNTO) London, accompanied by Assistant Director Pan Hang and their delegation, conducted a special fact-finding visit to the Cotswolds, a renowned rural tourism destination in the UK, from 27 to 28 April.

Located in south-central England, the Cotswolds is known as the “Heart of England” and is officially designated as an “Area of Outstanding Natural Beauty”. The region is renowned for its rolling limestone hills, traditional villages built from honey-coloured stone, well-preserved medieval rural landscapes, and tranquil pastoral scenery. It serves as an exemplary model for British rural tourism and is a world-renowned leisure holiday destination.

During the visit, Director Zhang and the delegation visited Broadway and Bourton-on-the-Water, two of the most representative tourist towns in the Cotswolds. They conducted on-site inspections of the towns’ tourist centres, wayfinding signage, transport links, commercial offerings, accommodation facilities, and environmental protection measures, alongside other tourism infrastructure and service operational models. Furthermore, the delegation engaged in in-depth discussions with Chris Jackson, Head of Cotswolds Tourism, and Sally Graff, Commercial Manager. The hosts shared the Cotswolds’ practical experience in striking a balance between community participation, ecological conservation, and tourism development.

In turn, CNTO London introduced the Chinese government’s policies and practices in promoting rural tourism to support rural revitalisation. Both sides also exchanged views on future cooperation in areas including talent development for rural tourism, destination promotion, and sustainable tourism standards.

This visit has further deepened the Chinese delegation’s understanding of the development mechanisms, conservation philosophies, and operational models of British rural tourism. It has also laid a solid foundation for future Sino-British policy exchanges, project cooperation, and joint brand building within the rural culture and tourism sector.