Released Through Amit Kumar Agarwal
- China commits to ‘global gateway’ WTM London with largest-ever pavilion and extensive line-up of exhibitors
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The China Pavilion at this year’s WTM London will be almost 22% bigger than last year, with the stand configured to combine live cultural experiences, destination discovery and high-value business networking across all the three days of the world’s most influential travel and tourism event, powered by RX Global.
The expanded footprint reflects the importance China places on rebuilding international tourism links through WTM London, while deepening cooperation with the UK and wider global travel trade.
This year, the China pavilion, hosted by the China National Tourist Office (CNTO) London and supported by the Ministry of Culture and Tourism of The People’s Republic of China, is almost 22% larger than last year, making it the biggest China pavilion ever at WTM London.
The pavilion has grown from around 400m² last year to 487.5m² this year, building on last year’s record footprint and reflecting the growing presence of China at the event.
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The CNTO shared feedback from last year’s exhibitors, who said that more than half of the buyers and business contacts made at WTM London were from outside the UK, including the wider European market, India and the United States. The feedback highlights WTM London’s truly international reach, extending well beyond the UK and European markets to connect exhibitors with buyers and business contacts from around the world.
Tourism authorities and businesses from 14 different key destinations will be present this year: Beijing, Shanghai, Jiangsu, Zhejiang, Henan, Hubei, Guangdong, Guangxi, Hainan, Chongqing, Sichuan, Shaanxi and Qinghai. Joining them is Macao Special Administrative Region, making its debut within the China Pavilion.
Eight Chinese airlines, currently operating between the UK and mainland China and contributing to outbound and inbound tourism flows, will be present. The carriers are Air China, China Eastern Airlines, China Southern Airlines, Hainan Airlines, Tianjin Airlines, Capital Airlines, Shenzhen Airlines and Juneyao Air.
Inbound tour operator CITS (China International Travel Services) has secured its own dedicated space within the pavilion. Similarly, Grand China MICE, which works not only with international businesses looking to host meetings and events in China but also with Chinese enterprises interesting in outbound business travel and commercial events, also has its own presence.
WTM London is established as a ‘global gateway’ for Chinese destinations and tourism businesses, according to the CNTO, and is instrumental in driving demand for Chinese inbound travel while supporting Chinese outbound. Inbound received a boost earlier this year with the introduction this February of 30-day visa-free entry to China for UK passport holders. The impact is immediate - between January and July, Beijing welcomed nearly 100,000 UK visitors, an increase of 53.1% on last year.
Data from 2025 showed that more than 130 delegates, exhibitors and buyers – the largest-ever contingent - representing 56 Chinese tourism businesses travelled to London for WTM London 2025. Executives connected with more than 3,000 travel trade and tourism-related organisations from over 100 countries, facilitating more than 5,000 one-to-one business meetings.
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.”