May 19th, a day synonymous with poetry and distant horizons, marked the 16th ‘China Tourism Day’. 413 years ago, Xu Xiake embarked on a journey from the West Gate of Ninghai, measuring the vast rivers and mountains with his footsteps and penning travelogues that have echoed through the ages.

Today, under the theme ‘Enjoy Quality Tourism, Journey to Beautiful Landscapes Together’, the China National Tourist Office (CNTO) London has sincerely brought the poetic landscapes and vibrant local essence of China to the streets of the UK, igniting a surging enthusiasm for travel to China.

London Promotional Event: Visa-Free Benefits Ignite Travel Enthusiasm

On May 19th, local time in London, a vibrant promotional event dedicated to Chinese tourism was grandly launched. CNTO London, in collaboration with the renowned UK-based China travel specialist Wendy Wu Tours, invited over 60 key travel agencies and industry representatives from across the UK to gather and explore new opportunities within Chinese tourism.

“Tourism is a bridge connecting people’s hearts. With entry into China becoming increasingly convenient, we warmly welcome our British friends to visit and experience China!” said Zhang Li, Director of CNTO London, expressing his high expectations for cultural and tourism exchanges between China and the UK.

The undisputed highlight of the event was the 30-day visa-free policy for British citizens travelling to China. Effective from February 17, 2026, British tourists holding ordinary passports can enter China visa-free for tourism, business, and family visits. This convenience of ‘spontaneous travel’ received widespread acclaim from the travel operators in attendance. Seizing the momentum, Wendy Wu Tours launched its largest and most comprehensive China travel brochure to date, demonstrating the UK market’s strong confidence in Chinese tourism through tangible action.

Immersive Experiences: Feeling the Charm of China Through Food and Tea

The promotional event featured ‘Chinese surprises’ at every turn, offering a fully immersive experience. A spectacular landscape wall captured the elegant beauty of China’s renowned mountains and rivers, whilst a highly endearing panda plush display instantly engaged the guests.

The taste of China was equally unforgettable: authentic, savoury bespoke dishes from the London-based Chinese restaurant ‘Chongqing Taste’ left guests beaming with delight. Gold Star Tea Beer, recently introduced to the UK market, emerged as the event’s most popular beverage with its subtle tea aroma and refreshing palate. Exquisite and festive souvenirs provided by the Shaanxi Provincial Department of Culture and Tourism, including Chinese zodiac scent bags and gift tea boxes, were adored by the attendees, who expressed their eagerness to vigorously promote Chinese tourism.

UK-Wide Collaboration: Over 150 Store Windows Light Up with ‘Chinese Style’

Extending far beyond the dedicated London event, this series of ‘China Tourism Day’ activities flourished across the entire UK. CNTO London partnered with Wendy Wu Tours to simultaneously launch a high street window display campaign across more than 150 travel agency stores nationwide.

From London and Manchester to Glasgow and Birmingham, travel agency windows in core commercial districts were dressed in a ‘new Chinese look’. Swaying red lanterns, eye-catching Chinese tourism posters, and the welcoming ‘Nihao! China’ national tourism logo were paired with distinctive ornaments and displays of China tour itineraries, allowing the British public to encounter the beauty of China whilst out shopping. This large-scale offline promotion deeply embedded China’s tourism image into British high streets, winning over countless fans.

From Xu Xiake’s historic expedition with ‘one man and one book’ to today’s booming two-way cultural and tourism exchanges between China and the UK, travel methods have evolved, but the passion for distant horizons remains constant. As China’s visa-free ‘circle of friends’ continues to expand and tourism services are constantly upgraded, an increasing number of British tourists will set foot on Chinese soil, sensing the profound heritage among its landscapes and experiencing the beauty of its vibrant everyday life. Moving forward, CNTO London will continue to deeply cultivate the UK market and adeptly share the story of Chinese tourism, allowing the flower of Sino-British cultural and tourism exchange to bloom with even greater brilliance.