Representatives from the world of travel and tourism gathered this week for the ITB Berlin - the world's largest trade fair for the travel and tourism industry, held every year in the German capital.
Among the countries pitching themselves as the dream destination for holiday makers is China, which recently made it easier for people from eight nations to visit for business or tourism by removing the need for short-stay visas.
Cui Hua, a senior consultant from the Beijing Office of International Cooperation and Exchange, told CGTN Europe China was a great place to visit "because of its history and modern development."
He added: "Everyone knows that China is a country with a long history, and Beijing is the city that best represents China's ancient culture. Beijing, as a city, has a history of thousands of years, and as a capital, it has a history of more than 860 years."
In December citizens of France, Germany, Spain, the Netherlands, Italy and Malaysia were given visa-free entry to China for 15 days for tourism and business. In January, Ireland and Switzerland were added to the list.
China's colorful history makes it an ideal holiday destination, say tourist officials. /CFP
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CITS is a travel agency focused on bringing European tourists to China, and its Deputy General Manager, Xu Yeping, says the opening up has been a popular move.
"Since the country announced this visa-free policy, we can see that more and more foreign guests, especially European guests, are becoming more and more interested in coming to China," explained Yeping. "I believe that we can see more guests coming now, and in the future, there will definitely be more European guests coming to China."
Those who specialize in bringing Europeans to China say the best way to understand the country is to visit.
"I think it's not just about seeing with your eyes," said Yeping, "because when you come to China, you have to see some traditional attractions, and then you have to enjoy Chinese food, and then feel the Chinese culture."
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