As the Year of the Horse approaches, a special “Welcome to China for Chinese New Year” send-off ceremony illuminated Terminal 2 of London Heathrow Airport on the evening of 15 February. Jointly hosted by the China National Tourist Office (CNTO) London, the Beijing Municipal Bureau of Culture and Tourism, the Culture, Radio, Television, Tourism and Sports Bureau of Shenzhen Municipality, and Air China’s London Office, the event surprised passengers departing for Beijing and Shenzhen with festive blessings, officially kicking off a coordinated three-city celebration across London, Beijing, and Shenzhen.

Adding to the celebratory atmosphere was a major announcement made by the Chinese Ministry of Foreign Affairs that very day: effective 17 February, China will implement a 30-day visa-free policy for ordinary passport holders from the UK and Canada travelling for business, tourism, visiting family and friends, or transit. This highly anticipated development brought an extra layer of excitement to the evening’s festivities.

The departure gate was transformed with vibrant “Chinese Red” décor, seamlessly incorporating the “Nihao! China” national tourism brand and auspicious Year of the Horse motifs. Staff handed out Chinese New Year gift bags and cultural merchandise to both international and Chinese passengers. British travellers eagerly stopped to learn about festive customs and capture photos, while Chinese students and expats expressed feeling deeply moved, viewing the ceremony as an early “reunion gift” before reaching home. The event successfully transformed an international aviation hub into a lively scene of cross-cultural celebration.

Zhang Li, Director of CNTO London, remarked that Chinese New Year is an emotional touchstone for the Chinese nation and a vital window for the world to understand China. He noted that hosting a send-off event at an overseas airport allows international tourists to immerse themselves in the festive spirit from the moment they check in, while also creating a warm atmosphere for the overseas Chinese community. He described it as an innovative practice that beautifully merges tourism promotion with cultural exchange.

Xia Baohui, General Manager of Air China’s London Office, explained that Air China flight CA938 and Shenzhen Airlines flight ZH888 are uniquely scheduled to touch down in Beijing and Shenzhen on the afternoon of Chinese New Year’s Eve. To mark this special timing, both destination cities will host simultaneous welcome ceremonies upon landing.

Beijing Capital International Airport will feature a dedicated reception area offering prizes such as one-day tour vouchers, Dadu Temple Fair tickets, Liyuan traditional opera tickets, and cultural experience packages.

Meanwhile, Shenzhen will greet arrivals with a traditional Lion Dance and distribute travel guides, cultural gifts, free entry to top-tier scenic spots, exclusive VIP privileges for downtown duty-free shopping, and “free half-day inbound tour” experiences. This three-way coordination creates a seamless, multi-dimensional cultural journey: a festive send-off in London, a warm welcome upon landing, and an in-depth holiday experience in China.

Recent figures reveal steady growth in UK arrivals, with 117,500 British tourists visiting Beijing and 184,400 visiting Shenzhen in 2025. With the recent consensus between China and the UK on facilitating travel, the newly announced unilateral visa-free policy for British citizens is expected to significantly boost confidence in travel to China.

Chinese sisters Mia and Lin Shan, who have been studying in the UK with their mother for over three years, were also flying back for the holidays. They observed that over the past three years, their British classmates’ curiosity and interest in China have noticeably grown. “If I were to recommend destinations to them, I would definitely suggest Beijing, Shenzhen, and Chengdu,” they shared.

Greg, a British freelance stage sound engineer travelling to Shenzhen to reunite with his girlfriend, will be celebrating his first Chinese New Year in the country before touring further afield. He was initially unaware of the impending 30-day visa-free policy for UK citizens. Upon hearing the news at the event, he was thrilled; despite the effort it took to secure his current visa, he was delighted that his next trip would be entirely visa-free. “I’ve heard Shenzhen is a highly advanced and youthful city, while Hong Kong has a fantastic theatre scene. I’m actually considering looking for work out there,” he said.

This Heathrow send-off is a key highlight of CNTO London’s wider Chinese New Year promotional campaign. In recent weeks, “Nihao! China” themed iconic London buses have hit the streets of the capital, and cultural events have been rolled out across multiple UK cities, showcasing China’s vibrant tourism offerings to the British public in dynamic new ways.

From the heartfelt departure in London to the vibrant receptions awaiting passengers in Beijing and Shenzhen, this three-city initiative is more than just an overseas showcase of Chinese New Year culture—it is a tangible step towards deepening UK-China people-to-people exchanges. Amidst the global recovery of the tourism sector and warming bilateral relations, events like this build emotional bridges, foster mutual understanding, and create a highly welcoming environment for the continued growth of China’s inbound tourism market.