China Unveils Largest Pavilion at London Travel Fair
The 490-square-meter display at the 2026 World Travel Market showcases tourism offerings from 14 Chinese regions and 116 enterprises.
Updated on Nov. 3, 2026 in Travel — General
China opened its largest-ever national pavilion at the 2026 World Travel Market in London on Tuesday, November 3. The pavilion spans 490 square meters, is 22 percent larger than last year's area, and brings together more than 200 participants from 14 provinces, municipalities, and autonomous regions.
Why it matters
The expansion comes as China's visa-free policy grows, now covering 50 countries including 35 in Europe. Visa-free entries by foreign nationals rose 24.1 percent year-on-year in the third quarter of 2026, signaling rising international interest in Chinese travel.
The pavilion includes 116 tourism enterprises and the Macao Special Administrative Region's first appearance. Visa-free policy began as a six-country trial in December 2023 and now covers 50 countries as of September.
The players
China National Tourist Office
The government body that organizes China's international tourism promotion and hosted the London pavilion.
Ministry of Culture and Tourism
China's national ministry responsible for cultural and tourism policy, which supported the pavilion.
Legoland Shanghai Resort
A major theme park in Shanghai that is part of the pavilion's exhibitors.
Royal Caribbean International China
The Chinese arm of the global cruise line that is participating in the pavilion.
The details
The China National Tourist Office in London hosted the pavilion with support from the Ministry of Culture and Tourism. The three-day event features destination presentations, performances, and hands-on workshops, and exhibitors include Legoland Shanghai Resort and Royal Caribbean International China.
Timeline
December 2023: China launched its visa-free policy on a trial basis for six countries.
September: The policy expanded to 50 countries, including 35 in Europe.
Tuesday, November 3, 2026: The China pavilion opened at World Travel Market in London.
Third quarter of 2026: Visa-free entries rose 24.1 percent year-on-year.
Travel Outlook
The visa-free policy launched in December 2023 has expanded from six countries to 50, with 35 in Europe, as of September. China has also set building a nation strong in tourism as a goal in its Five-Year Plan for the first time.
Travelers considering China can now apply for visa-free entry if their country is among the 50 covered by the policy. Those planning trips should verify current eligibility before booking, since the list has expanded over time.
The takeaway
China's expanding visa-free policy and growing pavilion presence signal a deliberate push to attract international visitors. Travelers should check the current list of eligible countries before planning trips.
Further reading
For more on international destinations and trip planning, explore Travel — General.
