By Jian Ping Sun
The “Hello! China — Visa-Free Policy Briefing for the UK” took place in London last weekend. The event was jointly organized by the China National Tourist Office in London, Air China, and Shenzhen Airlines’ London office.
Representatives from the UK’s and China’s tourism sectors, related industries, and major media organisations convened to examine market prospects, industry trends, and new opportunities for cooperation following China’s rollout of a 30-day visa-free policy for British citizens.
China’s latest policy, which started from 17th February2026, allows British citizens to travel to China without a pre-arranged visa for activities such as tourism, business, family visits, exchange visits and transit. Each stay can last up to 30 days, with no limit on the number of entries.
Zhang Li, Director of the China National Tourist Office in London, spoke about China’s consistent efforts in recent years to continuously improve its inbound travel policy system. Through measures such as visa facilitation, payment optimization, and tax refunds on departure, China strives to offer a convenient and smooth travel experience for international visitors. By introducing visa-free travel for the UK, China is unlocking new potential in its inbound tourism market and fostering deeper cultural exchange and people-to-people connections.
Xia Baohui, General Manager of Air China’s London office, introduced the current network of China–UK flight routes and related products at the event. He emphasised that the airline will continue to optimize flight services and product offerings to provide British travellers with more convenient and efficient travel options to China.
During the industry roundtable, several representatives from the UK tourism sector analysed trends in China’s inbound tourism market from different perspectives, including group tours, independent travel, and business travel. Participants generally agreed that with the implementation of the visa-free policy, China’s tourism products will generate significantly more appeal in the UK market. In particular, segments such as in-depth cultural tours, personalized travel, and high-end tourism are expected to see a new wave of growth.
Stanley Johnson, father of former UK Prime Minister Boris Johnson, also remarked how this visionary policy can bring together people separated by great distances, allowing them to get to know one another and become friends — this is the beauty of potential connection and openness.
Wendy Wu Tours, a leading player in the tourism industry for over 30 years, regards its China travel products as a core strength. Its founder, Wendy Wu, has noted a significant rise in British travellers booking tours to China since the implementation of the visa-free policy.
At the same time, China continues to make ongoing advancements in areas such as digital payments, transport infrastructure and tourism services, ensuring travel in China is increasingly convenient and accessible for international visitors.
