China Unveils Largest-Ever National Pavilion at London's World Travel Market, Boosting Tourism Initiatives
China has launched its largest national pavilion to date at the 2026 World Travel Market (WTM) in London, England. The pavilion, spanning 490 square meters—a 22 percent increase from the previous year—showcases cultural and tourism attractions from 14 provincial-level regions. Hosted by the China National Tourist Office in London with support from the Ministry of Culture and Tourism, the exhibit aims to offer global tourists a taste of China's charm. Over 200 participants, including cultural and tourism authorities from various provinces and 116 tourism enterprises, are present. The Macao Special Administrative Region is making its first appearance as part of the pavilion, alongside several Chinese resorts, hotels, scenic attractions, theme parks, and golf clubs. The theme for this year's China pavilion is "China tourism: culture enriches tourism, innovation shapes the future, global cooperation drives sustainability."
