With a chubby cartoon panda waving in the middle of a bamboo-built gallery, surrounded by classic Chinese paintings and poems, the China pavilion is welcoming visitors from around the world at the 2025 edition of the World Travel Market (WTM) in London, one of the world's largest and most influential tourism exhibitions.

Themed "Chinese Tourism: Innovation, Integration & Sustainable Growth," the pavilion spans more than 400 square metres, nearly double the area of last year's display and setting a new record. A corridor built with bamboo connects the stands of 13 provincial-level regions and eight airline companies, all showcasing rich Chinese cultural elements.

On Tuesday, the pavilion's opening ceremony began with a captivating Wudang Kung Fu performance. The powerful yet graceful movements quickly energized the audience, drawing rounds of applause and even inspiring some visitors to express interest in learning Kung Fu themselves.

Jonathan Heastie, portfolio director at Reed Exhibitions, said the pavilion's creative design, tasting sessions of Chinese food and drinks, and diverse promotional activities fully showcased the unique charm of Chinese tourism.

After the opening, exhibitors were busy engaging with visitors eager to experience Chinese tea and calligraphy, explore business opportunities, or take part in cultural quizzes.

Girgis Nady from Memphis Holidays studied brochures and met with exhibitors from various Chinese destinations, saying that Chinese museums and sculptures were increasingly popular among Egyptian tourists, his company's clients.

Nico Armstrong, who lived in China for over five years and runs the "China Travel Planner" website, said the country's vast diversity -- from natural scenery and megacities to cuisine and culture -- remains its biggest attraction. She also highlighted China's expanding visa-free policy, saying it offers foreign travelers greater convenience and encourages deeper cultural exploration.

Zhang Li, director of the China National Tourist Office London, said tourism serves as a vital bridge for mutual understanding, friendship, and peace, emphasizing that people-to-people exchanges are the most direct way to strengthen international ties.

Evelyne Freiermuth, government affairs director of the World Travel & Tourism Council, said China's vitality and innovation are injecting new impetus into the global tourism ecosystem.

Zhang Weiguo, director-general of the China Center of International Cultural Exchange and Tourism Promotion, said China is actively integrating into the global tourism landscape through forward-looking policies that not only stimulate domestic market vitality but also create new opportunities for the global tourism industry.

Louise Bryce, partnerships director of Visit Britain, underlined the importance of Chinese tourists to the British tourism market. She said Britain and China both boast rich cultural and tourism resources and are strengthening cooperation in air travel, regional development, and cultural exchange to promote mutual visits and deeper ties.

This year's WTM runs from Tuesday to Thursday.