The China National Tourist Office (CNTO) London, in partnership with leading tour operator Wendy Wu Tours, has concluded a six-week integrated destination campaign celebrating 2026 China Tourism Day across the UK and Ireland.

Running from mid-May through June, the campaign generated strong market momentum, resulting in a 60% year-on-year increase in bookings for travel products to China with Wendy Wu Tours between May 19 and June 30.

Cultural Storefronts Across 400 Travel Agencies

The promotion engaged 400 local travel agencies across key UK and Irish cities, including London, Manchester, Glasgow, and Dublin. High-street storefronts transformed their window displays using traditional Chinese paper cuts, paper lanterns, traditional fans, and hanging fabrics alongside imagery of the Great Wall, natural landscapes, ancient towns, and featured itineraries.

CNTO London supplied 400 sets of promotional materials to support physical storefront displays and local customer consultations.

Integrated Digital Reach and Industry Exposure

Complementing the high-street displays, Wendy Wu Tours and participating partner agencies launched targeted digital promotions across their online channels. The digital push generated 245 promotional posts and achieved over 15,000 targeted trade impressions, establishing continuous outreach across consumer and industry touchpoints.

Incentivising the Travel Trade with Destination Experiential Trips

To encourage creative retail presentation and sales performance, campaign awards were established for participating agencies.

Top-performing travel partners earned places on an exclusive familiarization (FAM) trip to Guizhou, China, scheduled for later in 2026, allowing local operators to experience destination resources firsthand and translate them into tailored tour products for UK and Irish travelers.