The World Travel Market (WTM) in London saw the prominent opening of the China Pavilion, highlighting China's increasing influence in global tourism as both a major source of outbound travelers and a growing destination.

• The China Pavilion at the 2025 WTM featured around 200 participants from 13 provinces, municipalities, and autonomous regions, along with 56 tourism enterprises.
• Wang Qi, minister of Chinese embassy in the UK, noted that China's recent measures, including expanded visa-free entry and convenient mobile payment systems, led to over 7 million foreign travelers entering China visa-free in the third quarter, a 48.3 percent year-on-year increase.
• The outbound Chinese traveler of 2025 is described as younger, more independent, and seeking immersive experiences, leading destinations like Saudi Arabia and the UK to adapt their tourism offerings.