In recent years, China has developed the world's largest domestic tourism market, becoming both a leading source of international tourists and an increasingly popular destination. In the first three quarters of 2024, more than 22.8 million foreign visitors came to the country.

China is committed to international tourism exchanges and cooperation, and the building of a country with a strong cultural and tourism sector, said Wang Qi, charge d'affaires at China's embassy in London.

"We welcome friends from the global tourism industry to visit China, and look forward to your participation in the development of China's tourism sector," Wang said. "Your experience in China, your interactions with the Chinese people, and your cooperation with the Chinese tourism industry constitute a beautiful part of the Chinese story and will inject new impetus into the mutual understanding and mutual learning between China and the world."

Patricia Yates, CEO of VisitBritain, has recently returned from a visit to Beijing and Shanghai and said China is an "incredibly important" source market.

During her weeklong visit, Yates focused on understanding Chinese tourists' preferences and building partnerships between British partners and Chinese companies to drive economic growth to benefit both countries.

"The value of tourism is more than economic. Tourism builds cultural connection between our two countries," she said.