China’s Pavilion has been awarded the prestigious “Best Stand Design” at the 2025 World Travel Market (WTM) London, standing out among exhibitors from more than 180 countries and regions worldwide. It is the only national pavilion from Asia to receive this top honour at this year’s event, recognised for its exceptional creativity and rich cultural expression.

The award ceremony took place on 5 November, the second day of the exhibition. The accolade was granted by a judging panel comprising representatives from RX Global, organiser of WTM London, and the UN Tourism organisation. Following on-site inspections and rigorous evaluation on the first day of the event, the panel selected the China Pavilion for its distinctive excellence.

Jonathan Hull, Sales Director for Travel Exhibitions at RX Global, and Raj Dohel, Manager at RX Global, visited the China Pavilion in person to present the award to Zhang Li, Director of the China National Tourist Office (CNTO) in London.

In the judges’ citation, the panel highlighted the pavilion’s successful integration of cultural heritage and sustainability. Constructed primarily from eco-friendly bamboo and featuring seating inspired by traditional paper lanterns, the pavilion conveyed both the elegance of Eastern aesthetics and a contemporary commitment to green development. The design theme, “Where All Rivers Flow to Tourism”, offered a vivid interpretation of China’s vast geographical diversity and its inclusive, open approach to cultural and tourism exchange.

Upon receiving the award, Director Zhang Li expressed his delight, noting that the honour represents international recognition of China’s innovative design capabilities across the cultural and tourism sectors. He added that it also affirms China’s pursuit of high-quality tourism development driven by innovation, integration and sustainability. He reaffirmed that China will continue to uphold openness and cooperation, providing an inclusive platform for global tourism professionals and presenting a true, multidimensional and comprehensive image of China to the world.

The China Pavilion at WTM London 2025 was organised by the China National Tourist Office (CNTO) in London. It brought together 56 cultural and tourism enterprises and eight airlines from 13 provinces, regions and municipalities. Covering 402 square metres and supported by a delegation of over 200 representatives from China, the pavilion achieved the largest scale in its history, making it one of the most prominent national stands at this year’s WTM.