he 2026 Association of Touring and Adventure Suppliers (ATAS) Conference was held at the Silverstone Circuit, with China stepping into the spotlight as this year’s Headline Partner.

Hosted by the China National Tourist Office (CNTO) London in collaboration with Chinese and British travel enterprises, the event utilized the traditional Mid-Autumn Festival to showcase China’s cultural heritage and latest tourism developments to nearly 500 UK travel industry representatives.

Cultural Opening at Silverstone

The conference commenced on the afternoon of September 21 with a dynamic dragon and lion dance, accompanied by traditional drumming, followed by a fluid and powerful Chinese martial arts performance that drew enthusiastic applause from attendees.

In his opening address, Zhang Li, Director of CNTO London, emphasized China’s ongoing transition into a global tourism powerhouse. He noted that the Chinese government recently issued the 15th Five-Year Plan for tourism, systematically laying out high-quality development goals for the sector. Zhang also highlighted the continuous optimization of inbound travel facilitation, particularly the new 30-day visa-free policy for UK passport holders. Services regarding payments, tax refunds, transportation, and guided tours are also being steadily improved.

“We welcome more British travel professionals to gain a deeper understanding of China, and to develop and promote Chinese travel products. We also invite more UK tourists to personally experience an open, inclusive, and hospitable China,” said Zhang.

Immersive Mid-Autumn Experience

As the Headline Partner, CNTO London integrated Chinese cultural elements throughout the venue. The main hall was decorated with 200 red lanterns, and a four-meter-tall panda installation became a popular photo spot. Mid-Autumn-themed displays featuring traditional elements such as the moon, jade rabbit, Chang’e, and osmanthus flowers were specially sourced from China to bring the festival’s atmosphere to UK travel operators.

At the entrance, a dedicated cultural exhibition area offered live performances of classic Guzheng (Chinese zither) pieces, including “Colorful Clouds Chasing the Moon,” “Wishing We Last Forever,” and “The Moon Represents My Heart.” Attendees also had the opportunity to experience traditional Chinese calligraphy.

Additionally, guests sampled unique flavors, including Dragon Well tea and candied hawthorn craft beers provided by Jinxing Beer, as well as specialty milk tea and egg yolk mooncakes from the Bank of China London Branch.

B2B Engagement and Winter Tourism

The event prominently featured practical industry engagement. CNTO London invited the China Eastern Airlines London Office and the China Travel Service (CTS) Overseas Business Center to set up consultation areas, allowing face-to-face discussions with UK travel buyers regarding itineraries, flights, and the new visa-free policy.

On the second day, CNTO London co-hosted a welcome lunch with major UK tour operator Wendy Wu Tours, providing a relaxed environment for attendees to discuss market opportunities while enjoying mooncakes and tea-infused beer.

During the travel trade show, CTS staff—dispatched directly from China for the event—promoted a wide range of products covering natural landscapes, historical sites, and culinary experiences. A major highlight was China’s burgeoning ice and snow tourism. Capitalizing on the new visa-free policy, representatives detailed winter travel options, ranging from snow towns and professional ski resorts to winter fairy-tale routes and hot spring wellness packages.

The China booth saw heavy foot traffic, with numerous UK operators expressing strong interest in incorporating Chinese ski and snow holidays into their upcoming group tour plans.

The immersive cultural approach and policy updates resonated well with attendees. An unnamed UK travel representative noted, “I used to understand China mostly through itineraries, but seeing the dragon dance, martial arts, Guzheng, and calligraphy today showed me a much more vivid destination. The 30-day visa-free entry for UK tourists is an incredibly positive message for our promotional efforts.”

Hans, a travel representative from Europe, was impressed by the festival’s theme: “The concept is beautiful. The moon, jade rabbit, mooncakes, along with the music and lanterns, gave me my first direct sense of how much Chinese people value family reunion. China has nature, history, and rich culinary experiences, which are exactly what European tourists are interested in.”

Lucy, a first-time ATAS attendee, praised the opening performances: “It was my first time seeing Chinese martial arts and lion dancing so close; the live energy was incredibly strong. Bringing traditional culture into a travel promotion naturally makes you curious about the country behind it, and it makes me want to learn more about the destination.”

With the continued recovery of direct UK-China flights and streamlined inbound travel policies, the UK travel industry’s interest in the Chinese market is noticeably rising. CNTO London stated that it will use the success of the ATAS Conference to further deepen cooperation with the UK travel trade, working alongside partners to develop new products and attract more British travelers to discover China.