From 20 to 22 March, TravelXpo, Norway’s largest and most influential travel exhibition, was held in Oslo. The China National Tourist Office (CNTO) London organised a delegation to participate in the exhibition, engaging in extensive exchanges and cooperation with the Norwegian tourism industry.

This year’s exhibition saw a continued surge in popularity compared to previous years, with the number of visitors reaching 7,020 on the first day alone (according to official exhibition statistics). The China booth delivered a particularly stellar performance. The “Nihao! China” national tourism brand image attracted a large number of visitors who stopped by for inquiries. Cultural and tourism souvenirs prepared on-site—including Chinese tourist maps, promotional brochures, Chinese knots, traditional couplets, and Year of the Horse mascots—were all highly sought after, fully demonstrating the Norwegian market’s strong interest in Chinese tourism.

The China booth was jointly presented by CNTO London in collaboration with Nordic Royal International Travel, Hainan Airlines’ Oslo Office, Haiyue Cultural Tourism (Beijing) Co., Ltd. (which specialises in inbound tourism to China), and FOSSEKALL 88 AS Travel Agency. The booth highlighted China’s rich and diverse tourism resources alongside its continuously optimised inbound tourism policies.

On the first day of the exhibition, the China booth successfully hosted the “Nihao! China” 2026 Chinese Ice and Snow Tourism Promotion in Norway. The event kicked off with a spectacular Peking Opera performance of Ode to Pear Blossoms, followed by a special presentation on Chinese ice and snow tourism delivered in Norwegian, systematically showcasing the unique charm of China’s winter tourism resources.

The programme also featured interactive segments with Peking Opera performances and calligraphy demonstrations, inviting the audience to experience Chinese calligraphy firsthand to enhance engagement and cultural immersion. To further enrich the experience, the promotion offered guests a variety of Chinese dim sum and snacks to sample, including shumai, pan-fried dumplings, sesame balls, mung bean cakes, and snow skin red bean mooncakes. Chinese tea and specialty treats, such as White Rabbit sweets, were also provided, drawing large crowds and creating a vibrant atmosphere.

This ice and snow tourism promotion attracted widespread attention from the Norwegian travel sector. Distinguished guests attending the event included Per-Arne Tuftin, President of the Norwegian Tourism Association; representatives from the Norwegian Travel Agents Association; Efthymios Charlaftis, the Greek Ambassador to Norway; and representatives from various Norwegian travel agencies. Numerous industry professionals noted that China boasts abundant ice and snow tourism resources and diverse products, representing vast market potential.

Notably, Martin Vee, General Manager of Turufjell Ski Centre, and Erik Gulsvik, General Manager of Høgevarde Ski Centre, paid special attention to Chinese ice and snow tourism products during the event, expressing a keen willingness to collaborate with Chinese partners to jointly develop winter tourism itineraries.

During the exhibition, Director Zhang Li held separate meetings with representatives of the Norwegian tourism industry to discuss topics such as strengthening Sino-Norwegian tourism exchanges and cooperation, as well as promoting reciprocal visitor flows.

In talks with Per-Arne Tuftin, President of the Norwegian Tourism Association, both sides engaged in an in-depth discussion regarding the prospects of Sino-Norwegian tourism cooperation. Tuftin stated that as China continues to introduce facilitation policies, the appeal of the Chinese tourism market is steadily increasing. He added that the Norwegian tourism industry holds a positive attitude towards expanding travel business to China and looks forward to further strengthening cooperation and exchanges in the future.

Director Zhang Li also met with Efthymios Charlaftis, the Greek Ambassador to Norway. Charlaftis expressed high appreciation for China’s rich historical, cultural, and tourism resources, noting that China, as a major tourist destination, plays a significant role in fostering cultural and people-to-people exchanges between different nations.

Throughout the exhibition, representatives from several Norwegian travel agencies visited the China booth for in-depth exchanges. This included the heads of Chinese products from travel enterprises such as ELITE TRAVEL, ESCAPE TRAVEL, CARPE DIEM, and ALLER TRAVEL, alongside industry representatives from NORTRIP and OSTRICH HOLIDAYS. Multiple tour operators stated that with the implementation of visa-free policies and the resumption of direct flights, China is becoming an increasingly popular long-haul travel destination.

During these exchanges, the Norwegian tourism sector showed widespread interest in China’s inbound tourism policies and market environment, focusing on issues such as the continuity of the visa-free policy, the frequency of direct flights between China and Norway, and the convenience of mobile payments. Industry professionals generally agreed that the visa-free policy has significantly lowered the barrier to travel to China, serving as a strong draw for Norwegian tourists, and they expressed hope for the continuous optimisation of related facilitation measures.

On a public level, as the conveniences brought by the visa-free policy and direct flights become increasingly apparent, Norwegian tourists’ interest in travelling to China continues to rise. Many individuals mentioned they have planned or are currently considering trips to China, while some previous visitors expressed a desire to return to explore different regions in greater depth. Destinations such as Beijing, Xi’an, Shanghai, Guilin, Chengdu, and Lhasa emerged as hotspots of interest.

Norway is one of the countries under the remit of CNTO London. Participating in this exhibition has not only further enhanced the influence of Chinese tourism in the Norwegian market but has also effectively stimulated the attention and enthusiasm of the local tourism industry and the general public through diverse on-site activities and in-depth interactions. Several tour operators, while speaking with CNTO London at the event, expressed their desire to register for the next familiarisation trip to China to gain a deeper understanding of its tourism resources through firsthand experience, aiming to recommend Chinese travel products to even more Norwegian tourists.

As Sino-Norwegian tourism exchanges continue to deepen, China is steadily emerging as a highly attractive and vital long-haul tourist destination for the Nordic market.