China National Tourist Office, London

Welcome to the home of the China National Tourist Office, London for WTM Virtual 2020. 

During WTM Virtual 2020, the China National Tourist Office, London will focus on introducing intangible cultural heritage tourism routes and case studies in poverty alleviation through tourism, to introduce the world to ‘Wider China’; diverse cultures, folk customs, multi-ethnic integration and intangible cultural heritage outside of China’s well-know cities. Scroll down for more details. 

We want you to get involved too; use the hashtag #MyWiderChina and share the special places you've visited in China.

If you are a buyer, you can fill out the short form below so that we can put you in touch with the right destination or partner. We have a short survey for our travel trade friends in the UK, Ireland, Finland, Norway and Iceland to fill out, and by doing so you will enter into a prize draw.

If you are a member of the press, please find a link to our online press pack below.

Finally, take a look at our FAQs section below to answer your questions regarding Chinese tourism.

Introducing 'Wider China'

Discover more about 'Wider China' through our digital programme, which will be hosted across our social media channels. 

Tourism is an all-important bridge of communication and shared learning, and, at the same time, a transformational tool that promotes and ensures poverty alleviation and the protection of unique human endeavours and the natural environment. 'Wider China' introduces you to new, exciting destinations that are driven by culture, and reveals hidden gems of rural China through the lens of poverty alleviation and the immense transformational power of tourism.

We will be bringing you details of 12 cutting-edge intangible cultural heritage inspired tourism products, which combine China's rich and varied intangible cultural heritage with immersive and experiential tourism, resulting in high-quality travel products for the modern-day traveller. We will also be sharing case studies of poverty alleviation through tourism, which looks at shining examples of using tourism to unlock the potential of regions and communities, in order to provide a sustainable local economy. See more below.

Take a look at our programme schedule and follow us on social media to discover more about 'Wider China' throughout WTM Virtual.

Wider China: Intangible Cultural Heritage Inspired Products

Across our social media channels during WTM Virtual, we'll be sharing 12 of China's most cutting-edge intangible cultural tourism inspired tourism products that combine classic tourism features with true, authentic cultural experiences. These 12 products, from north to south and east to west, are specifically tailored to the modern demands of travellers, who want to dig beneath the surface and come away with a better understanding of the people and practices they encounter. By both highlighting China's national and regional intangible cultural heritage across the route, and giving visitors opportunities to get hands-on and try new things for themselves, these culture-forward experiential travel products represent a step forward for global tourism in China. 

The 12 routes cover Beijing, Inner Mongolia, Zhejiang, Anhui, Shandong, Hubei, Guangdong, Guangxi, Guizhou, Gansu and Xinjiang. See when and where you can find out more about these trips, and who to contact for further detail, using the Programme Schedule above. We will also share these routes here on our landing page.

Wider China: Poverty Alleviation Through Tourism Case Studies

Tourism has the power to positively impact the lives of travellers, by expanding our horizons and unlocking pathways to shared understanding through our myriad differences and similarities. Crucially, tourism also has the power to transform the lives of peoples and communities who struggle to generate enough income to survive, by providing jobs, facilities, and infrastructure, and allowing different cultural practises to survive and flourish through increased exposure. Wider China is about celebrating this side of tourism too; success stories that not only open up new, exciting destinations to global tourists, but also have a profound beneficial impact on the lives of impoverished or isolated communities, ensuring their future for the generations to come and protecting cultural traditions that may otherwise be lost.

Throughout WTM Virtual, our social media channels will help you discover Wider China through rural tourism destinations across China, with case studies from the World Tourism Alliance's 'Best Practice in Poverty Alleviation Through Tourism' report. We will also share these case studies here on our landing page.

Get Involved! Use the Hashtag #MyWiderChina

Share your China travel photos on Facebook, Twitter and Instagram and use the hashtag #MyWiderChina.

Check out what's been shared throughout WTM Virtual on our social channels.

Digital Match-making: Get in touch with the partners you need

WTM is all about making the contacts you need to ensure your tourism offerings are fresh, vibrant and full of cutting-edge products and exciting destinations. During WTM Virtual, we want to help you make these contacts. Just fill in the contact form below and tell us who you are, what you do and what you're interested in. We will then match you up with destination partners and travel colleagues who can meet your needs in China.


Calling All Travel Trade

If you're in the travel trade and operate in the UK, Ireland, Finland, Norway and Iceland, then we want to hear from you. CNTO London is the overseas office of China's Ministry of Culture and Tourism responsible for culture and tourism promotion of China in these regions, so we're keen to hear more from you about how we can help. Please fill in this short survey using the link below. All entrants will go onto a prize draw to win a range of fabulous China-themed goodies. 


When can I visit China, can I visit every province and how can I get my visa sorted? 

What are the current rules for group travel within China? Are there restrictions on group sizes?

As global travel rules and restrictions differ in each country, for now it is best to consult with the Chinese embassy where you live. Please follow the links below to find out more:

UK -

Ireland -

Finland -

Norway -

Iceland -

What is the current situation with international and domestic flights in China?

Chinese airlines are still operating, however the level of service in your country will depend on your country’s current coronavirus related situations and regulations. Please make sure you check the rules where you are carefully before booking a flight. For the most up to date information, please use the following links to Chinese airlines that fly between China - UK and China - Finland.

Air China -

China Eastern Airlines -

China Southern Airlines -

Hainan Airlines -

Tianjin Airlines -

Beijing Capital Airlines -

Shenzhen Airlines -

Juneyao Airlines -

How can I get in touch with new destinations in China?

We have many colleagues and partners across China who are eager to make new connections and prepare for the future. If you are interested in making new travel trade contacts in China, head back up the page and fill out your details and requirements in the digital match-making section.

When will Chinese tourists be coming back to Europe?

Domestic Chinese tourism is showing positive signs of recovery, however with global travel it is dependent on the rules and regulations of each country. If you want to partner and work constructively with travel trade colleagues in China to prepare for the return to normal of global travel, leave us your details in the digital match-making section.


For all press and media materials, click the link below.

Wider China: Intangible Cultural Heritage Inspired Products

See these products as we share them on our social media channels. The 12 routes cover Beijing, Inner Mongolia, Zhejiang, Anhui, Shandong, Hubei, Guangdong, Guangxi, Guizhou, Gansu and Xinjiang.

Wider China: Poverty Alleviation Through Tourism Case Studies

We will be sharing the inspiring case studies from the World Tourism Alliance's 'Best Practice in Poverty Alleviation Through Tourism' 2020 report here as we share them on our social media channels.