Welcome to the website for China National Tourist Office London, the non-profit organization established by the Chinese government to promote Chinese culture and tourism in the UK, Ireland, Finland, Norway, and Iceland.

Our mission is to enhance the visibility and reputation of China’s rich cultural and tourism resources in these regions, fostering greater understanding and exchange between China and the countries under our jurisdiction. Our key activities are divided into four main areas: tourism promotion, promotional activities, industry co-operation and market research.

If you would like to work with CNTO London, or for more information about marketing, partnerships or industry advice of China tourism, please don’t heasitate to contact us below.

We actively promote Chinese tourism through our official website, social media channels, and targeted advertisements. We provide comprehensive information and resources to the public and the tourism industry, facilitating cultural exchanges and fostering mutual understanding.

See our work:

• 2026 Yellow River Tourism Overseas Promotion
• 2025 World Cultural Heritage Tourism Overseas Promotion Season
• “Nihao! China” Illuminates London: 50 Year of the Horse Themed Buses Kick Off the British “Spring Festival Season”
• Embarking on a Beautiful Journey for China Tourism Day 2026

We participate in tourism exhibitions, roadshows, and organize promotional events, lectures, and seminars aimed at attracting more visitors to China and showcasing its unique offerings.

See our work:

• Anhui Cultural and Tourism Promotion Event Held in London
• CNTO London Features at ANTOR Tourism Industry Showcase
• 2026 UN “International Day for Dialogue among Civilizations” Series of Themed Events to be Held Across the UK
• “Meet the Grand Canal” Flash Mob Appears in London to Celebrate UN International Day for Dialogue among Civilisations

We maintain close partnerships with official tourism bodies, industry stakeholders, and media outlets. We organize FAM trips to China, helping the tourism industry expand into the Chinese market.

See our work:

• “Hello! China” European Tourism Media and Influencers Tour of Hainan: First Stop, Haikou
• European Influencers Touch Down in Harbin for “Ice City” Winter Cultural Tour
• Collaborating with International Airlines to Share China’s Tourism Story
• CNTO London and WTTC Establish a Regular Dialogue Mechanism

We conduct in-depth market research to gather valuable insights on tourism trends within our jurisdiction, allowing us to adapt our strategies and better serve our audience.

CNTO London’s resource hub prepares your business dedicated collection of illustrated travel map, guidebooks and themed itineraries. Covering all provinces and main tourism cities of China, these official guidebooks will support you in building your packages and itineraries for travelling to China.

View our online asset library, with images and videos available to download to promote travel to China. If you’re a member of the media or travel trade, you can download and usethe images and video are available to download free of charge, in accordance with our terms of use and licence terms.

As the official representative to promote China as a destination for international travellers, CNTO London works closely with our local partners in the UK and China, covering travel agents, tour operators, hotels and airlines. Explore our list of travel trade partners and build connections for your business development.

Hosted by the Bureau of International Exchange and Cooperation of the Ministry of Culture and Tourism of the People’s Republic of China, the platform offers systematic, professional, and authentic tourism education resources for users worldwide.

Since 2021, it has collaborated with European institutions and regional cultural and tourism departments to develop courses. Videos and images are sourced from official agencies, ensuring credibility and practicality.

For tourism professionals, by registering to this platform, you will: 

• Complete all required courses + at least 5 elective courses
• After passing the online test, you’ll receive the official ‘China Travel Specialist’ certification
• The certificate is valid for 2 years and grants opportunities to participate in promotional events and on-site visits in China

After finishing this course, and earning the ‘China Travel Specialist’ certificate, you may:

• Be recommended for participation in events organised by Chinese Culture Centres or tourism offices abroad
• Receive official promotional materials, souvenirs, and more learning resources
• Join the ‘China Travel Promotion Network’ and get priority access to industry events and tours
• Be invited to visit China for on-site tourism inspections

In today’s rapidly changing world, only professional and authoritative knowledge can truly empower you. The ‘China Travel Course Platform’ offers a fast track to professional growth and a broader horizon.

Register and start learning now—let knowledge illuminate your next journey!