(Source: Nouvelles d’Europe)

Between 3 and 5 November, leveraging the global platform of the 2026 World Travel Market (WTM) London, the “Picturesque Zhejiang” (UK) Cultural and Tourism Promotion Exchange Event was successfully held in London. Hosted by the Zhejiang Provincial Department of Culture, Radio, Television and Tourism, the series of events showcased Zhejiang’s profound cultural heritage and abundant tourism resources to the UK and global travel industry through dedicated presentations, exhibitions, B2B meetings, and immersive cultural experiences.

Bridging Mountains and Seas: A Gathering of Sino-British Guests

On 4 November, the “Picturesque Zhejiang” (UK) Cultural and Tourism Promotion Exchange Event brought together Chinese and British travel operators, airline representatives, and media. Notable attendees included Li Liyan, Minister-Counsellor of the Chinese Embassy in the UK; Zhang Li, Director of the China National Tourists Office (CNTO) London; Zhu Haimin, First-Class Inspector of the Zhejiang Provincial Department of Culture, Radio, Television and Tourism and Director of the Provincial Cultural Heritage Administration; Baroness Uddin, Member of the House of Lords; Tim Mitchell, Westminster City Councillor; and Dr Frances Wood, a renowned British Sinologist.

During his address, Minister-Counsellor Li Liyan introduced that Zhejiang possesses a profound heritage of excellent traditional Chinese culture and the unique charm of Jiangnan culture. He noted that this promotional event is an effective measure to enhance the international influence of “Picturesque Zhejiang” and a vital opportunity to strengthen Sino-British cultural exchange and mutual understanding.

Zhang Li, Director of CNTO London, stated that in “Picturesque Zhejiang”, people can appreciate both the poetic beauty of Jiangnan and the unique charm of ancient-modern fusion where mountains and seas coexist. CNTO London is willing to continuously deepen cooperation with the Zhejiang Provincial Department of Culture, Radio, Television and Tourism, organise UK travel agents and influencers to conduct in-depth familiarisation trips to Zhejiang, tell the story of Zhejiang to the UK market, and attract more British friends to discover a real, comprehensive, and multi-dimensional China.

Councillor Tim Mitchell remarked that the visa-free policy implemented by China for UK citizens provides more convenience for British tourists and will further promote personnel exchanges between the two countries. He emphasised the significance of strengthening cultural and tourism exchanges between London and regions like Zhejiang, expressing hopes that this event marks an important step in initiating cooperation between Westminster and Zhejiang.

Zhu Haimin highlighted in her speech that Zhejiang carries a millennium-old cultural lineage while surging with modern vitality. From the Qiantang River to the River Thames, Zhejiang and the UK have always shared a pursuit of civilisation and beauty. She anticipates using culture and tourism as a bond to deepen bilateral cooperation across various fields, contributing Zhejiang’s strength to the steady and long-term development of Sino-British relations.

Immersive Experiences and Tech-Empowered Tourism

The presentation segment, themed “Light of Heaven and Sea”, utilised music and dance to illustrate Zhejiang’s transition from poetic elegance to modern dynamism. The event released bespoke premium travel itineraries designed for the UK market and debuted the provincial smart cultural tourism service platform, “Haiyou”, comprehensively showcasing Zhejiang’s digital and international tourism service system.

During the event, “Picturesque Zhejiang” Friendship Envoy certificates were awarded to renowned British travel influencer William Adlington (“Grandpa Moon Eye”) and Richard Hawley, Vice President of Thames Holdings. In his acceptance speech, Adlington recalled his trip to Hangzhou in May 2025, noting his deep impression of the West Lake scenery, the city’s modern convenience, and the brilliant integration of traditional culture and technological innovation. He expressed his honour in receiving the title and looks forward to sharing Zhejiang’s stories, culture, and beautiful landscapes with a wider UK and international audience through his social media platforms and face-to-face interactions.

Outside the main hall, guests enjoyed an immersive cultural experience zone featuring tea ceremonies, lacquer fan making, and block printing. The event also showcased “Tech + Tourism” achievements, including the Chuanshen translator, Rokid smart glasses from the Wensan Digital Life Block, and exoskeleton equipment from Taixi Intelligent, attracting many guests for hands-on experiences.

Targeted Promotion to Expand the European Inbound Market

As WTM London officially opened on 3 November, the Zhejiang delegation actively engaged with the global market. At the Zhejiang booth, interactive experiences such as tea ceremonies and Liangzhu divine emblem rubbings, alongside cutting-edge tech products, proved highly popular. During the exhibition, the booth distributed over 3,000 promotional brochures and attracted approximately 16,000 visits.

为提升浙江展台互动性与关注度，现场特设茶道与良渚神徽拓印体验，并展出前沿科技产品。传统与现代交相辉映的展示方式，深受国际客商欢迎。展会期间，浙江展台共发放3000余份文旅宣传资料，吸引约16000人次参访。

On the afternoon of 3 November, a dedicated industry promotion was held at the WTM China Pavilion.

Representatives from Zhejiang travel agencies presented bespoke routes for international buyers, including the “Jiangnan Study Tour” (featuring West Lake, tea, and celadon culture), the “Zhejiang Discovery Tour” (covering Song Dynasty culture, intangible heritage, and AI experiences), and the “Eastern Zhejiang Poetry Route Tour” (highlighting yellow wine, Putuo Zen, and ancient water towns). A demonstration of the “Haiyou” platform vividly illustrated the convenience of “touring Zhejiang with a smartphone.”

Through face-to-face B2B matchmaking, over 30 cooperation projects concerning tailored itineraries and tourist exchanges were agreed upon.

Looking ahead, Zhejiang plans to leverage major international exhibition platforms like WTM London, efficiently operate cultural and tourism promotion centres in key inbound markets, and increase invitations to travel agents, media, and influencers, continually amplifying the international visibility and influence of “Picturesque Zhejiang.”