According to the tourism office, the Chinese delegation will represent an extensive range of tourism-related industries, including conference and exhibition organizers, travel technology companies, hotels and resorts, scenic attractions, theme parks, sports and leisure businesses, cruise operators and airlines.
China’s exhibition pavilion will cover approximately 490 square metres, representing a 22 percent increase compared with last year’s exhibition space.
Around nine airlines, alongside tourism companies and theme park operators, will present their products and services at dedicated exhibition stands.
The pavilion will also feature interactive cultural activities highlighting China’s intangible cultural heritage, including traditional incense making, Peking Opera mask painting and Sichuan tea art performances.
Technological innovation will be a central focus of China’s participation, with visitors given opportunities to experience artificial intelligence-powered translation devices, smart glasses and intelligent exoskeletons.
The demonstrations are designed to illustrate how emerging technologies can enhance travel experiences, improve accessibility and offer more immersive ways to explore Chinese culture.
Established in 1980, World Travel Market London is among the world’s leading international tourism exhibitions, bringing together travel professionals, businesses and industry representatives from across the globe.
The 2025 edition attracted exhibitors from 182 countries and regions and welcomed approximately 46,500 visitors.
