China Tourism Boom Accelerates As WTM London Pavilion Grows 22% With New Global Travel Opportunities

The China Pavilion at WTM London this year is set to achieve its largest-ever presence at the global travel marketplace, with a footprint nearly 22% bigger than the previous edition. The expanded pavilion will bring together immersive cultural showcases, destination experiences and strategic business networking opportunities throughout all three days of the world’s leading travel and tourism event organised by RX Global.

The significant expansion highlights China’s renewed focus on strengthening international tourism partnerships through WTM London while enhancing collaboration with the UK travel sector and the wider global tourism industry.

Organised by the China National Tourist Office (CNTO) London and supported by the Ministry of Culture and Tourism of the People’s Republic of China, the China Pavilion will occupy 487.5 square metres this year, increasing from approximately 400 square metres in the previous edition. This marks the largest China Pavilion ever presented at WTM London and reflects the country’s growing influence and participation in the international travel marketplace.

Feedback collected from last year’s exhibitors underlined the global value of WTM London as a business platform. More than half of the buyers and industry connections generated by Chinese exhibitors came from markets outside the UK, including Europe, India and the United States. The response demonstrated the event’s ability to connect tourism organisations with international partners beyond traditional regional markets.

The expanded pavilion will feature tourism authorities, destination representatives and industry businesses from 14 key Chinese destinations. Participants will include Beijing, Shanghai, Jiangsu, Zhejiang, Henan, Hubei, Guangdong, Guangxi, Hainan, Chongqing, Sichuan, Shaanxi and Qinghai. Macao Special Administrative Region will also join the China Pavilion for the first time, adding a new destination presence to the showcase.

The aviation sector will also have a strong representation, with eight Chinese airlines participating in the pavilion. The carriers currently supporting air connectivity between the UK and mainland China include Air China, China Eastern Airlines, China Southern Airlines, Hainan Airlines, Tianjin Airlines, Capital Airlines, Shenzhen Airlines and Juneyao Air. Their participation highlights the important role of aviation links in supporting both inbound tourism to China and outbound travel from the country.

Major tourism companies will also have dedicated spaces within the pavilion. China International Travel Services (CITS), one of the country’s leading inbound tour operators, will showcase its offerings through its own exhibition area. Grand China MICE will also participate independently, promoting business event opportunities in China while supporting Chinese companies seeking international meetings, incentives, conferences and commercial travel solutions.

According to CNTO London, WTM London has become an important global platform for Chinese destinations and tourism enterprises, helping generate international demand for travel to China while supporting the country’s outbound tourism growth.

China’s inbound tourism sector has received additional momentum following the introduction of 30-day visa-free entry for UK passport holders in February this year. Early results have shown strong growth in travel demand, with Beijing welcoming nearly 100,000 visitors from the UK between January and July, representing a 53.1% increase compared with the same period last year.

The growing participation of Chinese tourism organisations follows a record presence at WTM London 2025. More than 130 delegates, exhibitors and buyers representing 56 Chinese tourism businesses travelled to London, creating the largest Chinese delegation in the event’s history.

During the event, Chinese representatives connected with more than 3,000 travel trade and tourism organisations from over 100 countries. The participation also resulted in more than 5,000 one-to-one business meetings, strengthening commercial relationships and creating new opportunities for international tourism cooperation.

With its expanded footprint, wider destination representation and increased industry participation, the China Pavilion at WTM London is positioned to become a major hub for cultural exchange, tourism partnerships and global business development.

Zhang Li, Director, China National Tourist Office London, said: “Our investment in WTM London has been growing, and we expect 2026 to be even more successful for our exhibitors. We look forward to showcasing China as an inbound destination and highlighting the potential of its outbound market to senior buyers – the type of global gateway audience that WTM is uniquely capable of delivering, year in, year out.”

Chris Carter-Chapman, Exhibition Director, WTM London, concluded: “The line-up of exhibitors, plus a rolling programme of destination presentations, cultural showcases and interactive activities, means the China Pavilion is likely to be one of the busiest stands on the floor this year.

“We are working with CNTO to optimise their presence at this year’s event and to help promote China’s tourism industry to a truly international audience.”