Organized jointly by the Anhui Provincial Department of Culture and Tourism and the China National Tourists Office (CNTO) London, the 2026 Anhui Cultural Tourism London Promotion Event was successfully held on July 15 in London. The event gathered over 100 distinguished guests, including representatives from Chinese overseas organizations, UK culture and tourism authorities, airlines, and travel agencies.

During the event, attendees gained an in-depth look at Anhui’s vibrant tourism landscape through a promotional video and a comprehensive resource presentation delivered by the Anhui Provincial Department of Culture and Tourism. Guests were also treated to an exquisite live Qimen black tea ceremony performance, celebrating the rich tea heritage of the province.

Sun Yong, Vice Governor of Anhui Provincial People’s Government:
“Anhui boasts an advantageous transport location, exceptional ecological resources, and a profound cultural heritage, making it one of China’s premier travel destinations. Anhui is actively developing its leisure, vacation, and wellness tourism industries, attracting an increasing number of international visitors. As the UK is a major source market for Anhui in Europe, we look forward to deepening practical cooperation in market sharing, product co-creation, and joint brand building.”

Li Liyan, Minister Counselor of the Chinese Embassy in the UK:
“Tourism serves as a vital bridge for cultural exchange and mutual learning between nations. As the world’s largest domestic tourism market and a primary global destination and source market, China welcomes deeper collaboration and fruitful outcomes between Anhui and the UK.”

Zhang Li, Director of CNTO London:
“The Ministry of Culture and Tourism’s recent release of the ’15th Five-Year Plan’ for Building a Strong Tourism Nation outlines a clear blueprint for high-quality development. CNTO London looks forward to sustained UK-China tourism cooperation, injecting continuous momentum into people-to-people connections, economic engagement, and mutual growth.”

Patricia Yates, CEO of the UK Tourism Board:
“Tourism fosters friendship, deepens cultural understanding, and builds meaningful interpersonal connections. We look forward to working hand-in-hand to promote tourism growth and cultural exchange while nurturing lasting ties beyond travel.”

Demonstrating the practical achievements of bilateral engagement, a representative from a UK local tourism board shared key insights and positive experiences from a recent field inspection tour to Anhui.

Highlighting the event’s outcomes, the Anhui Provincial Department of Culture and Tourism officially signed a Memorandum of Understanding (MoU) with the UK Peak District and Derbyshire Tourism Board, laying a strong foundation for future collaborative efforts.