On 3 November 2026, Minister Zhang Zhixin of the Chinese Embassy in the UK attended and addressed the opening ceremony of the China Pavilion at World Travel Market London 2026.

Minister Zhang noted that China's 15th Five-Year Plan (2026–2030) outlines important measures to develop China into a nation strong in tourism and that China will continue to expand high-standard opening-up and improve its policies and services for inbound tourism. China stands ready to work with the UK to implement the important common understandings reached by President Xi Jinping and Prime Minister Andy Burnham during their recent phone call, uphold mutual respect and mutual benefit, expand wide-ranging practical cooperation in various fields, and create more opportunities for closer tourism exchanges and cooperation between the two countries. China has introduced a unilateral visa-free policy for British nationals and welcomes more people from all walks of life in the UK to visit China and engage in exchanges.

The China Pavilion at WTM London 2026 is themed “China Tourism: Culture Enriches Travel, Innovation Shapes the Future, Global Cooperation Drives Sustainability”. Zhang Xu, Chair of the World Tourism Alliance, and Patricia Yates, Chief Executive of VisitBritain, also addressed the opening ceremony, which was attended by more than 100 guests.