The 2026 London World Travel Fair was held at the London ExCeL from 3 to 5. The China Pavilion opened on 3, with nearly 100 leaders from Chinese and international government, business, culture, and tourism sectors attending to witness China's tourism and culture sector making a fresh debut focused on green innovation, intangible cultural heritage preservation, and supply chain integration.
The Chinese pavilion at this exhibition, themed "Chinese Tourism: Culture Shaping Travel, Intelligence Creating the Future, Green Coexistence," spans 487.5 square meters—its largest scale to date.
Zhang Li, Director of the China National Tourism Administration's London Office, said in his opening remarks that tourism is not just about sightseeing; it is a vital pathway for cultural exploration, spiritual connection, and building lasting friendships. It also serves as an excellent bridge to foster mutual understanding, friendship, and trust between peoples.
Patricia Yates, Chief Executive of VisitBritain, said China's visa-free policy has made travel easier for UK visitors and strengthened people-to-people ties and cultural exchange between the UK and China. She looks forward to deepening connections between the two nations through joint efforts.