To further deepen cultural and tourism exchanges between China and Europe and boost the growing interest in travel to China among British and European tourists, the China National Tourist Office London (CNTO London) successfully hosted the “Tourism Professionals and Influencers’ Tour Symposium” on the evening of 2nd August, 2025, in London’s Chinatown.

Nearly 50 representatives from the tourism industry, content creators, and media guests from the UK and multiple European countries gathered to share insights from their recent inspection tours to China and explore new prospects for tourism cooperation.

The event began with a screening of “Nihao! China”, the national tourism promotional video, which revisited highlights from familiarization tours over the past year to Guizhou, Guangxi, Tibet, Xinjiang, Shaanxi, Sichuan, and other destinations. The film vividly showcased China’s rich tourism resources and contemporary vibrancy through diverse cultural perspectives and modern storytelling.

Zhang Li, Director of CNTO London, remarked in his speech: “China is not only an ancient civilization but also a hub of modern tourism innovation. We welcome more European travel professionals and tourists to experience firsthand the beauty of China’s landscapes and culture.” He also shared his experiences collaborating with British tourism operators in Guangxi and Guizhou, expressing hope that such exchanges would further expand China-Europe tourism cooperation.

Xia Baohui, General Manager of Air China’s London Office, highlighted the airline’s comprehensive support for the familiarization tours. He emphasized ongoing efforts to optimize China-Europe flight networks, ensuring more efficient and convenient travel for visitors.

Wendy Wu, founder of the UK’s largest China tour operator Wendy Wu Tours, noted that China has overtaken Japan as the top-selling outbound destination for British travelers. The company ranked 4th in the Business Leader’s “UK Growth 500” list with a staggering 19,431% revenue growth over three years, underscoring China’s strong market appeal.

John Edward, General Manager of Kew Bridge Travel, shared his astonishment at China’s modernization during his first visit in two decades, particularly in Xinjiang, where urban development and infrastructure far exceeded expectations.

Hari from Transindus praised Tibet’s blend of multicultural heritage, profound history, and dynamic progress, calling Lhasa “not just a sacred religious site but a land of vibrant hope.”

Emily Lymath, an Asia travel specialist at Bamboo Travel, emotionally recounted her return to Guangxi, where she once taught English. A traditional wedding in Bama left a lasting impression: “Everyone was so joyful! Every time I return, China surprises me with its pace of progress.”Emily Lymath, an Asia travel specialist at Bamboo Travel, emotionally recounted her return to Guangxi, where she once taught English. A traditional wedding in Bama left a lasting impression: “Everyone was so joyful! Every time I return, China surprises me with its pace of progress.”

European influencers and content creators shared their viral experiences:

• Alex Outhwaite’s videos of Libo’s Xiaoqikong and Bama’s Crystal Cave highlighted “China’s underrated natural wonders”, with非遗 (intangible cultural heritage) experiences standing out.

• Anok’s video of Zhaoxing Dong Village’s ethnic performances and scenery, dubbed a “hidden gem”, garnered over 500K views overseas.

• William Adlington documented Guizhou’s batik art and karst landscapes, praising China’s “unique coexistence of rural tradition and urban modernity.”

• Nicole showcased China’s digital lifestyle, from mobile payments to drone food delivery, emphasizing “the convenience of a cashless society.”

• Liz, a travel writer, explored the historical preservation of Shaanxi’s Terracotta Warriors and Sichuan’s Mount Emei.

• Xu Liang of People’s Daily UK introduced “My Music Paradise”, a project blending Guizhou’s Miao and Dong folk music with contemporary fusion.

The symposium was attended by representatives from media outlets such as Xinhua News Agency, People’s Daily, CGTN, China News Agency and Nouvelles d’Europe, as well as airlines including Air China, China Eastern Airline, Hainan Airlines, and more.

The event not only highlighted the diversity and inclusivity of China’s tourism resources but also fostered a platform for China-Europe dialogue. Participants agreed that China’s ecological, cultural, and tech-driven tourism offerings—especially in Xinjiang, Tibet, and Guizhou—are increasingly appealing to European travelers seeking “the real China.”

Moving forward, the China National Tourist Office London (CNTO London) will collaborate with industry partners to design “culturally immersive China-themed itineraries” and leverage social media to present a multidimensional, modern, and welcoming image of Chinese tourism.