“China Night” Shines Bright in London: HiSEAS Bridging Worlds Through Culture and Tourism

On the evening of November 4, the “China Night @ WTM: Bridging Worlds” event was successfully held at the London City Hall during World Travel Market (WTM). 

Supported by the Embassy of the People’s Republic of China in the United Kingdom of Great Britain and Northern Ireland, the event was hosted by the China Centre for International Cultural Exchange and Tourism Promotion and the China National Tourist Office (CNTO), London, and co-organized by HiSEAS International Tourism Group. It aims to invite the global tourism industry to explore China's cultural and tourism offerings, enhancing tourism exchanges and practical cooperation between China and Europe.

The event brought together over 300 guests from the Chinese and European tourism sectors. Attendees included senior officials from the both sides, tourism board representatives from regions such as Shandong, Guizhou, Chengdu, Xinjiang (Turpan), Yan'an, and Quanzhou, as well as leading enterprises including Air China, China Eastern Airlines, and UnionPay, alongside tourism agencies, industry professionals, investment institutions, and media from China and Europe.

Welcome speeches from ZHANG Weiguo, Director of the China Centre for International Cultural Exchange and Tourism Promotion; ZHAO Fei, Minister of Embassy of the People’s Republic of China in the United Kingdom of Great Britain and Northern Ireland; ZHANG Li, Director of the China National Tourist Office (CNTO), London; Tom Jenkins, CEO of the European Tourism Association (ETOA); Jamie Wortley, Vice President of Communications at WTTC; and Raj Dohel, Sales Manager of WTM London, highlighted the strong momentum in China-Europe tourism collaboration. They emphasized that sustained dialogue and partnership are essential to building a more resilient and interconnected global travel ecosystem.

As the co-organizer, Dr. István UJHELYI, SVP of HiSEAS International Tourism Group expressed his honor to be part of the grand occasion and introduced Budapanda, the China inbound DMC brand of the group, as a dedicated partner for immersive and well-rounded travel services throughout China’s most captivating destinations that creates authentic and memorable experiences that truly connect with people.

To enhance cultural engagement on-site, HiSEAS curated a series of interactive activities, including a World Cultural Heritage photo exhibition and Chinese Intangible Cultural Heritage hands-on experiences. These sessions—featuring Touhu Toss, Lacquer Fan, Calligraphy, Rubbing Art, and Lu Ban Lock—enabled international guests to deeply experience Chinese traditions in an engaging and accessible manner, facilitating meaningful cultural dialogue.

During the promotion sessions, representatives from Chengdu, Xinjiang (Turpan), Guizhou, Quanzhou, Shandong, and Yan’an, as well as from Air China, UnionPay, and China Eastern Airlines, presented China’s profound historical heritage, stunning natural landscapes, cultural charm, and high-quality tourism offerings. A notable highlight was the launch of the "China Pass" travel card by China Eastern Airlines, signaling a promising future for China’s inbound tourism market amid expanding visa-free access and travel convenience.

The event also featured multiple rounds of exciting lucky draws, creating a lively and engaging atmosphere. Prizes ranged from panda plush toys, intangible cultural heritage gift packs, and celadon tea sets to round-trip flight tickets from various airlines, all contributing to the evening’s festive spirit.

The success of "China Night @ WTM: Bridging Worlds" allowed the global tourism community to experience an authentic, multi-dimensional China while reinforcing China-Europe cultural and tourism cooperation. As the co-organizer, HiSEAS demonstrated strong professional capability in international event planning and cross-cultural promotion, leveraging its expertise in destination management and partnership-building to ensure seamless execution and meaningful impact.

Looking ahead, HiSEAS will continue to employ its specialized strengths in cross-continental tourism marketing, strategic partnership development, and immersive experience design to foster sustainable growth in global tourism. Through culturally rich and professionally delivered initiatives, HiSEAS remains committed to building lasting bridges between China and travelers worldwide—contributing to a more connected, dynamic, and collaborative tourism landscape.