LONDON, United Kingdom — The China Pavilion commanded significant attention as it debuted its largest-ever showcase at the 2025 World Travel Market (WTM) in London on Tuesday.
The annual event, held at ExCeL London, is one of the globe’s most influential tourism trade fairs, hosting over 5,000 exhibitors from more than 180 countries.
This year’s China delegation is its strongest to date, featuring approximately 200 participants representing cultural and tourism authorities from 13 provinces, municipalities, and autonomous regions, alongside 56 prominent tourism enterprises.
New policies drive inbound growth
Wang Qi, Minister of the Chinese Embassy in the UK, emphasized the nation’s burgeoning influence in global tourism, noting that China boasts the world’s largest domestic tourism market and is both a major source of outbound travelers and an increasingly attractive destination for international visitors.
He highlighted a series of recent measures implemented by China to boost inbound travel, including expanded visa-free entry, simplified mobile payment systems, tax refund services, and improved multilingual support.
These efforts are yielding visible results: in the third quarter of this year, over 7 million foreign travelers entered China visa-free, accounting for 72.2 percent of all foreign arrivals—a substantial 48.3 percent increase year-on-year.
Minister Wang underscored the nation’s commitment to accessibility:
“We want international friends to experience China more easily, more comfortably, and more closely,” Wang said.
Zhang Li, Director of the China National Tourist Office in London, emphasized the role of tourism in bridging international relations:
“Tourism is a bridge of friendship,” he said. “People-to-people exchanges are the most sincere and direct way to bring hearts closer. When we travel, we not only see landscapes, we meet each other.”
Supporting this sentiment, Sebastien Lion, a travel expert and associate professor at Sorbonne University in Paris, confirmed the impact of the new policies:
“It’s a great move. A lot of countries that want Chinese tourists already offer visa-free entry, so China doing the same makes perfect sense as tourism rebounds,” he said.
The evolving Chinese traveler
As China’s inbound tourism accelerates, discussions at WTM also focused on how the nature of Chinese outbound travelers is reshaping global destinations.
Daniel Cheng, founder of MDS Collective, noted the shift during a panel session: “The Chinese traveler of 2025 is younger, more independent, and more selective.”
He added that they now prioritize “immersive experiences—to live like locals, take part in workshops and cultural activities—not just check off landmarks.”
Global destinations are rapidly adapting. Alhasan Aldabbagh, President of APAC Markets at the Saudi Tourism Authority, mentioned that the first wave of Chinese travelers showed a keen interest in places that feel new or undiscovered:
“What impresses us most is their curiosity,” he said. “From desert heritage sites to stargazing in AlUla, it’s that balance of discovery and warmth that resonates.”
In the UK, film and television locations are proving a powerful draw. Robin Johnson, Global Marketing Director at VisitBritain, reported: “Of Chinese travelers considering the UK, 96 percent are interested in visiting film and television locations.”
The agency’s “Starring Great Britain” campaign, which highlights sites from Harry Potter and James Bond, aims to capitalize on this trend. Johnson anticipates 522,000 visits from China this year, with travelers increasingly exploring regions beyond London.
Technology is facilitating this change, as noted by Boon Sian Chai, Managing Director for International Markets at Trip.com Group: “We’re seeing greater spontaneity and independence in how Chinese travelers plan their trips. Digital platforms allow them to shape their journey in real time.”
