“Splendid Sichuan: Land of Abundance”Showcase at WTM London 2025

To further explore the international inbound tourism market, from November 4th to 6th, 2025, the Sichuan Provincial Department of Culture and Tourism, together with the Chengdu Municipal Bureau of Culture, Radio, Television and Tourism and key cultural and tourism enterprises from Sichuan, participated in the World Travel Market (WTM) London. This participation represented a focused presentation of the “Splendid Sichuan • Land of Abundance” cultural and tourism brand, along with its resources, routes, and products, to the European market. Under the theme “travel powers the world,” this year’s edition of the WTM attracted 5,000 exhibitors from more than 180 countries and regions worldwide.

The Sichuan booth, situated within the China Pavilion, features carefully prepared English promotional brochures for the cultural and tourism sector, along with panda-themed cultural and creative products and tourism promotion materials. Sichuan is actively promoting the “Splendid Sichuan: Land of Abundance” cultural and tourism brand, and has partnered with the Chongqing Municipal Commission of Culture and Tourism Development to jointly promote the Ba-Shu Cultural and Tourism Corridor. While proactively expanding into the European inbound tourism market, the initiative has drawn widespread attention from exhibitors and tourism professionals both domestically and internationally.

On November 5, Sichuan hosted a dedicated promotion event titled “Splendid Sichuan • Land of Abundance” in the China Pavilion. The event highlighted Sichuan’s cultural and tourism resources and routes under the same brand, introduced the new cultural tourism concept for Chengdu – “Chengdu, More Than Pandas” – and presented the high-quality world heritage route “New Jiuzhaigou Valley: Origin & Inheritance.” Interactive activities such as a quiz-with-prizes were also organized on site, creating an engaging atmosphere and helping to strengthen the brand image of Sichuan’s cultural and tourism sector in the European market.

At the “China Night” promotion event, a key segment of the exhibition, the Sichuan exhibition area became a focal point of the entire venue. With its unique intangible cultural heritage displays, engaging panda-themed cultural and creative interactions, and captivating video presentations, the vibrant showcase of Sichuan’s distinctive culture attracted numerous international buyers and media representatives. They gathered to watch, interact, and exchange ideas, marking another successful appearance of Sichuan’s culture and tourism on the global stage.

A head of a cultural and tourism enterprise from Sichuan said, “We will leverage the WTM London platform to share the vivid stories of Sichuan, developing internationalized and distinctive tourism products and routes that showcase a more open and wonderful Sichuan to Europe.”