Over 300 guests attended, including senior officials from China and Europe, tourism board representatives from regions such as Shandong, Guizhou and Quanzhou, and leading enterprises like Air China, China Eastern Airlines and UnionPay.

In his welcome speech, Zhao Fei, Minister of the Chinese Embassy in the UK, highlighted the embassy’s ongoing commitment to strengthening China–Europe tourism cooperation, reinforcing the embassy’s role as a bridge for cultural and tourism diplomacy. He underscored China’s proactive efforts to improve visitor accessibility, from expanded visa-free entry and multilingual support to convenient mobile payment options and tax refund services. Other speakers emphasized that sustained dialogue and partnership are essential to creating a resilient and interconnected global travel ecosystem.

The evening combined professional networking with cultural engagement. HiSEAS curated interactive experiences featuring Chinese intangible cultural heritage, lacquer fan art, calligraphy, rubbing crafts, and the Lu Ban lock puzzle, which allowed guests to engage directly with Chinese traditions. Tourism boards and corporate partners highlighted China’s scenic diversity, historical heritage, and rising tourism quality.

Tourism experts and officials highlighted the broader impact of China’s policies on global travel: the launch of China Eastern Airlines’ “China Pass” travel card was designed to streamline travel amid China’s expanding visa-free policies and international accessibility measures. The event underscored China’s growing influence in global tourism, combining innovation, accessibility, and cultural diplomacy, while strengthening the country’s image as a welcoming, accessible, and culturally rich destination.