China National Tourist Office, London

Welcome to the home of the China National Tourist Office, London for the World Travel Market Virtual 2021. 

During WTM Virtual 2021, the China National Tourist Office, London proudly presents the commendable case studies: WTA Best Practices of Rural Revitalization through Tourism 2021. The World Tourism Alliance (WTA) continues its mission for "Better Tourism, Better Life, Better World". 

Discover the stories here:

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#WTMLDN is exhibited as part of our #AllUnderOneMoon2021 campaign. Follow this link to find out more:

If you would like to get in touch, please check out the link below, this section also contains FAQs regarding Chinese Tourism.

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Wider China: Poverty Alleviation Through Tourism Case Studies


Since its establishment, the World Tourism Alliance (WTA) has steadfastly upheld its mission for “Better Tourism, Better Life, Better World” and its vision of “promoting peace, development and poverty alleviation” through tourism. For three consecutive years—from 2018 to 2020—the WTA worked together with the World Bank (WB) and the International Poverty Reduction Center in China (IPRCC) to release the results of the WTA Best Practices in Poverty Alleviation through Tourism. A total of eight episodes in a two-series micro-documentary on poverty alleviation through tourism were filmed based on these practices. They were screened internationally and were widely acclaimed and uniformly lauded for their powerful imagery and inspiring message of how tourism can improve the lives of people.

Rural Revitalization

This year marks the start of the consolidation of the results of China’s poverty alleviation and rural revitalization programs and their inextricable link. In commemoration of this important milestone and in cooperation with the WB and IPRCC, the WTA is releasing the WTA Best Practices of Rural Revitalization through Tourism 2021. Curated from various sources, including WTA’s member units, the Ministry of Culture and Tourism of the People’s Republic of China, the National Administration for Rural Revitalization and provincial culture and tourism departments, this book is a compilation of 50 cases that have met the criteria of quantifiable results, innovation, reproducibility, positive social impact, sustainability, and quality of submitted materials. With the recommendation by the Ministry of Culture and Tourism of the People’s Republic of China, this book is one of the supporting activities to commemorate the 50th Anniversary of the Restoration of the Lawful Seat of the People’s Republic of China in the United Nations.

What next?

Although much progress has been made, rural revitalization is an ongoing process whose social and economic development continues to evolve and expand. As an international platform, the WTA will continue to engage and rally its global members and partners to this important cause. In keeping with its mission, WTA is committed to being a leading voice in advancing rural revitalization and public welfare initiatives for a “Better Tourism, Better Life, Better World.”

Read all about the fascinating case studies below:

If you would like to read about each case study in more detail, and see more beautiful pictures please see the link below:

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


If you are press or media and would like to get in touch regarding the Virtual World Travel Market 2021 events and activities, please use the link below to email us with your request.


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.


CNTO London is the overseas office of the Ministry of Culture and Tourism covering the UK, Ireland, Finland, Iceland and Norway. For any questions or queries you might have about travel to China, or to get to know more about China, it is best to contact the embassy where you live. Please follow the links below to find out more:


Our Partners

Many thanks to our valued culture and tourism partners.