Photo: Courtesy of Department of Culture and Tourism of Xinjiang

More than 10 outstanding domestic tourism enterprises from Northwest China's Xinjiang Uygur Autonomous Region, along with eight other Chinese provinces and cities, made their debut at the World Travel Market in London, the UK, on Tuesday.

Zhang Li, director of the China National Tourist Office in London, told the Global Times on Tuesday that the Chinese exhibition area, spanning 210 square meters at the entrance of the Asia Pavilion, is the largest in terms of both exhibitor numbers and total area since the COVID-19 pandemic. 

The theme of the Chinese pavilion, "high-quality development of Chinese tourism," focuses on the harmonious coexistence of humans and nature, and advocates for green and sustainable tourism practices.

The Xinjiang exhibition booth, titled "Xinjiang is a good place," has garnered significant international attention with its exquisite cultural products, intangible cultural heritage, and vibrant folk customs on display. Promoted by cultural and tourism videos, guests are able to experience the beauty of Xinjiang in a comprehensive manner.

The Xinjiang delegation distributed coupons for hotels, scenic spots, and ski resorts to participating guests. This initiative aims to encourage more international visitors to explore the region's hospitality and natural wonders, according to a press release from the Department of Culture and Tourism of Xinjiang.

Officials and guests from China's Ministry of Culture and Tourism, the Chinese Embassy in the UK, and the British tourism industry visited the Xinjiang exhibition booth and engaged in conversations with officials from the Xinjiang Department of Culture and Tourism and heads of exhibiting enterprises. 

They discussed the current state and needs of Xinjiang's inbound tourism market, talked about the sales of tourism products, and exchanged views and suggestions on promoting travel to Xinjiang among the British public, the release noted.

Guli Abulimu, director of Xin­jiang's Department of Culture and Tourism, told the Global Times on Tuesday that Xinjiang, located in the heart of the Eurasian continent, is a key node connecting Central Asia, West Asia and Europe. 

Photo: Courtesy of Department of Culture and Tourism of Xinjiang

With the continuous advancement of the Belt and Road Initiative, Xinjiang has transformed from a relatively closed inland region to a forefront of openness.

"There are 25 airports in Xinjiang with nearly 60 domestic and international routes, handling an average of 1,265 flights per day. As 'China Travel' heats up thanks to visa-free policies, Xinjiang welcomes visitors to experience its magnificent landscapes and appreciate the beauty of the region," he said.

Zhang echoed that inbound tourism is significant for promoting the high-quality development of China's tourism industry, unleashing the potential of tourism consumption, and better showcasing China's image and facilitating cultural exchanges.

"I hope more travel merchants will understand the recent convenience measures China has introduced to promote inbound tourism, and that more people from abroad will learn about China's rich tourism resources and diverse cultural landscapes," Zhang said.

WTM is one of the largest and most professional travel exhibitions in the world and is one of the five major international tourism exhibitions that the Ministry of Culture and Tourism highly values and participates in annually. In 2023, the event saw 3,875 exhibitors from 184 countries and regions, demonstrating its significant influence and success, according to China News Service.