On November 4, the 'China Travel with Chinese Films' campaign, jointly organized by the China Film Administration and China Media Group (CMG), made a vibrant appearance at the World Travel Market (WTM) London 2025, one of the world's leading tourism exhibitions.

Designed to integrate cinema with cultural tourism, the campaign draws inspiration from a selection of recently released Chinese films that have gained global attention. Through dynamic performances and immersive visual displays, international audiences were able to experience the beauty of China's landscapes, cultural heritage, and local traditions. 

Louise Bryce from VisitBritain said she has visited China twice and remains deeply impressed by its scenery and cultural richness. She highlighted that film can effectively inspire travel and help audiences emotionally connect with the places they see on screen.

Zhang Li, Director of the China National Tourist Office in London, stated that recent inbound tourism facilitation measures have significantly encouraged international travel to China. 

He emphasized that film has become an increasingly powerful medium for building meaningful cultural exchange. This year's China Pavilion at WTM London is the largest to date in both scale and participation.

Among the featured works, the animated film Nobody, which has surpassed 1.7 billion yuan at the domestic box office and set a record for 2D animation in China, drew notable attention. 

The film has not only introduced audiences to the landscapes and folklore of Shanxi Province, but has also supported the transformation of on-screen imagery into real-world tourism experiences.

The World Travel Market in London is one of the largest and most influential events in the global tourism industry, attracting approximately 4,000 exhibitors and 46,000 visitors from 184 countries and regions last year. 

In 2025, the China Pavilion will cover over 400 square meters, its largest size ever.