China opened its largest-ever national pavilion at the 2026 World Travel Market in London, England, on Tuesday, showcasing cultural and tourism attractions from 14 provincial-level regions and offering a taste of the country’s charm to global tourists.

Launched in 1980, the event, which is also known as the WTM, is one of the world’s largest and most influential travel trade fairs.

The China pavilion, which is hosted by the China National Tourist Office in London with support from the Ministry of Culture and Tourism, spans 490 square meters, which is 22 percent larger than last year’s area.

This year’s pavilion brings together more than 200 participants representing cultural and tourism authorities from 14 provinces, municipalities, and autonomous regions, together with 116 tourism enterprises. The Macao Special Administrative Region made its first appearance this year as part of the pavilion. Several Chinese resorts and hotels, scenic attractions, theme parks, and golf clubs also made their WTM debut.

The presence of Legoland Shanghai Resort and Royal Caribbean International China at the China pavilion attracted attention at the opening because both are part of international brands with roots outside China.

Together, they formed China’s largest delegation to the WTM in recent years, with the broadest representation across the tourism value chain.

The theme of this year’s China pavilion is “China tourism: culture enriches tourism, innovation shapes the future, global cooperation drives sustainability”, Zhang Li, director of the China National Tourist Office in London, said in his welcome remarks at the opening ceremony of the China pavilion.

Zhang Xu, Chairman of the World Tourism Alliance (WTA), noted that international tourist numbers have recovered to beyond 2019 levels. “Tourism is a bridge for mutual learning among civilisations, as well as a vital force for driving the economy, creating jobs, and connecting people,” he said.

Zhang Zhixin, minister of China’s embassy in the United Kingdom, noted that China has, for the first time, included the goal of building a nation that is strong in tourism in its Five-Year Plan, adding that China continues to advance high-standard opening-up and boost inbound tourism through concrete policies and initiatives.

For example, China’s unilateral visa-free policy, launched on a trial basis for six countries in December 2023, had expanded to cover 50 countries as of September, including 35 in Europe.

The policy continues to drive sustained growth in inbound travel in the third quarter of 2026, with visa-free entries by foreign nationals rising 24.1 percent year-on-year to nearly 9 million, according to Zhang.

Zhang also noted that the leaders of China and the United Kingdom had spoken by phone in September. He said China stands ready to work with the UK to implement the understandings reached by the two leaders, and expand practical cooperation across a range of areas, including tourism, on the basis of mutual respect and mutual benefit.

Zhang Li, Director of the China National Tourists Office (CNTO) London, quoted a Chinese proverb: “State relations depend on the affection of the people, and such affection relies on frequent interactions.” He emphasised that tourism is not just about checking in at attractions, but about cultural exploration and spiritual connection.

Patricia Yates, CEO of VisitBritain, stated that China is a crucially important inbound market. VisitBritain projects nearly 600,000 Chinese visitors this year, generating about £1.1 billion. She noted that Chinese tourists spend more, stay longer, and have a 12% higher likelihood of investing in the UK.

Noor Ahmad Hamid, CEO of the Pacific Asia Travel Association (PATA), remarked that “China today is not the China of yesterday,” describing it as a “future-facing destination.” He looks forward to cooperating with China to “bring the world to China, bring China to the world.”

Jonathan Heastie, Exhibition Director of WTM London, highlighted that China’s rich culinary culture, vibrant traditions, and profound heritage offer international visitors diverse and unique immersive experiences.

David Haigh, Chairman of Brand Finance, described China as a “waking sleeping giant.” With China now ranking second globally in the Global Soft Power Index, he stressed that visiting in person is the most powerful way to change perceptions, calling this a “historic turning point” for China’s tourism branding.

“Layered Mountains and Winding Paths”: Sustainable Design

Following its “Best Stand Design” award at WTM last year, the China Pavilion introduced a new design theme: “Layered Mountains and Winding Paths: Journey Through China.” Drawing inspiration from the contour lines of China’s landscapes, the stand features cloud-like ceiling structures and terraced formations. Fourteen classic poems are suspended above, representing fourteen distinct regional landscapes. The pavilion strictly adheres to green solutions, utilising recycled polyethylene non-woven fabrics, bamboo-wood fibreboards, and modular designs for post-event recycling.

Immersive Experiences and Regional Highlights

The pavilion hosts an unprecedented line-up of 116 exhibitors from 14 provincial-level regions and nine airlines operating Sino-British routes. The Macao Special Administrative Region Government Tourism Office debuted as a member of the China Pavilion. LEGOLAND Shanghai Resort, golf leisure sectors, and tourism technology companies also made their first grouped appearances.

Visitors can enjoy immersive cultural experiences, including Sichuan “Dragon 18 Steps” copper teapot pouring, Yu Opera, Henan dough sculpting, Hangzhou block printing, and Chinese tea and Baijiu tasting.