2026 London World Travel Mart China Pavilion Opens

China News Service, London, November 4 (Reporter Ouyang Kaiyu) On November 3, local time, the 2026 London World Travel Market (WTM) kicked off at the ExCeL International Convention and Exhibition Center in London.

With the theme of "Resilience·Recovery·Reshaping: A New Era of Global Tourism", this exhibition focuses on cutting-edge issues such as the recovery of the global tourism market, AI and digital technology innovation, and sustainable tourism development, attracting more than 4,000 exhibitors from more than 180 countries and regions around the world.

The China exhibition area of ​​this year's World Travel Fair is themed "China Tourism: Cultural and Plastic Tourism, Intelligent Creation of the Future, and Green Symbiosis". With a total area of ​​487.5 square meters, the scale of the exhibition area has reached a new high since China participated in the World Travel Fair in London.

At the opening ceremony, Zhang Xu, Chairman of the World Tourism Alliance, Zhang Zhixin, Minister of the Chinese Embassy in the UK, Zhang Li, Director of the China Tourism Office in London, and Peixi Ye, CEO of VisitBritain, attended the ceremony.

Zhang Xu said in his speech that the World Tourism Alliance is willing to work with London World Travel Mart and industry partners from various countries to deepen the integration of culture and tourism, expand market cooperation, promote personnel exchanges, promote green transformation, and allow tourism to better serve economic development and people's livelihood and well-being.

Zhang Zhixin said that the positive progress in China-UK relations has created more opportunities for deepening tourism cooperation. This year, the WTM China exhibition area has been further expanded in scale and covers a wider range of industries, demonstrating the vitality of China's tourism industry in terms of diversified integration and innovative development.

Li Li said, "The relationship between countries lies in the mutual friendship between the people, and the mutual friendship between the people lies in moving around more." Tourism is not just about checking in, but also about cultural exploration and spiritual understanding. It is an important way to build bridges of friendship and forge long-lasting friendships. He warmly welcomed more British and international friends to visit China.

Peixi Ye said that the value of tourism goes beyond economics. Chinese tourists spend more and stay longer than tourists from other remote markets. They often travel during the British off-season such as the Spring Festival and National Day "Golden Week".

This year's China Pavilion brings together cultural and tourism authorities, professional institutions and outstanding tourism enterprises from 14 provinces, autonomous regions and municipalities - Beijing, Shanghai, Jiangsu, Zhejiang, Anhui, Henan, Guangdong, Guangxi, Hainan, Chongqing, Sichuan, Shaanxi, Qinghai, as well as the Macao Special Administrative Region Government Tourism Office, which made its first appearance as a member of the China Pavilion. There are 116 exhibiting companies and institutions in the museum, and more than 200 exhibiting representatives from all over China. (over)