LONDON, Oct. 24 (Xinhua) -- China is to make a new record-breaking appearance at the upcoming 2026 World Travel Market (WTM) in London, attracting visitors with the strength in innovation, the China National Tourist Office (CNTO) London announced Friday.
More than 200 delegates, along with 116 cultural and tourism enterprises and organizations from China have confirmed participation in the event, which is scheduled for Nov. 3-5, according to CNTO London.
This represents the largest Chinese delegation to WTM London in recent years, covering the most comprehensive range of the tourism industrial chain, including conferences and exhibitions firms, tourism technology companies, resorts and hotels, scenic spots and theme parks, sports and leisure businesses, as well as cruise firms and airlines.
The Chinese pavilion covers around 490 square metres, about 22 percent bigger than last year's area. About 9 airlines and some tourist firms and theme parks will display distinctive cultural and tourism products at their stands.
A series of interactive events involving intangible cultural heritage elements will be held at the pavilion, such as traditional Chinese incense making, Peking Opera mask painting and Sichuan tea art performance.
Taking technological application as a major highlight, the pavilion will display innovative equipment, including artificial intelligence translator and glasses, and intelligent exoskeleton to help visitors experience Chinese culture in a comprehensive and immersive way and feel the role of Chinese technology in enhancing travel satisfaction.
Founded in 1980, WTM London is one of the world's largest and most influential tourism exhibitions. In 2025, it attracted exhibitors from 182 countries and regions, drawing 46,500 visitors.
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