China National Tourist Office joins Atas to build agent partnerships

The China National Tourist Office (CNTO) in London has joined the Association of Touring & Adventure Suppliers (Atas) to build long-term partnerships with UK agents.

 

The body has also become the headline sponsor for the 2026 Atas conference, which will be at Silverstone, the home of the British Grand Prix, on September 21-22.

 

Li Zhang, director, said: “UK travel agents are among our most valued partners because they play a vital role in shaping how people discover the world.

 

“For many travellers, the decision to visit China begins with a conversation with a trusted travel professional.

 

“As China continues to become easier to visit, we want to ensure agents have the confidence, knowledge and practical support they need to recommend China to their clients.

 

“We see ourselves as a long-term partner to the UK travel trade.

 

“Through training programmes, destination updates, familiarisation visits and joint marketing activities, we hope to make China easier to recommend and more rewarding to promote. Ultimately, when our trade partners succeed, we succeed.”

 

He said the CNTO is “delighted” to become the headline sponsor for the Atas conference because the event is “the premier gathering for the UK’s touring and adventure travel sector”.

 

“We see this as an excellent opportunity to engage directly with the UK travel trade and showcase the breadth and diversity of travel experiences China offers,” he added.

 

“More importantly, we hope to create genuine conversations with the trade, better understand what agents need from us, and explore practical ways to work together to grow travel to China.

 

“We see Atas not simply as an event, but as the beginning of an even stronger long-term partnership with the UK’s touring and adventure travel community.

 

“We believe now is an excellent time to strengthen our engagement with this important sector.”

 

More: Sixth China route from Gatwick opened amid ‘strong demand’

 

Atas revs up for annual conference in Silverstone

 

He highlighted how inbound travel is now easier, noting the 30-day visa-free policy for holders of ordinary British passports officially came into effect on February 17.

 

“This has made travel planning much simpler and has given new momentum to travel between our two countries,” he said.

 

“The response has been extremely encouraging. Beijing, for example, recorded a 66% year-on-year increase in British visitors in March 2026, while major UK tour operators specialising in China have reported booking growth of up to 60% following the introduction of the policy.

 

“British visitors are increasingly looking for authentic cultural experiences, longer itineraries and journeys that go beyond the traditional highlights.

 

“These trends create exciting opportunities for travel businesses to develop more diverse and higher-value China products.”

 

Furthermore, a new online trade training platform features courses about China cultural heritage and tourism products.

 

“Within a single journey, travellers can explore ancient heritage, vibrant modern cities, breathtaking natural scenery and authentic local traditions,” he continued, noting how China has 60 Unesco World Heritage Sites.

 

“With continued improvements in visa policies, international connectivity and visitor services, I am confident China will become an even more accessible and attractive destination for global travellers, creating exciting new opportunities for the touring and adventure travel sector.

 

“Above all, we hope delegates leave with a fresh perspective on today’s China.

 

“China has never been easier to visit, and the travel experience continues to improve through more convenient entry policies, enhanced visitor services and an increasingly diverse range of tourism products.

 

“We also hope delegates see CNTO London not simply as a destination marketing organisation, but as a committed long-term partner for the UK travel trade.

 

“We are here to support agents, tour operators and industry partners as they develop confidence in promoting China and create memorable travel experiences for their clients.”

 

Claire Brighton, Atas director, said: “We’re thrilled to welcome the CNTO London to Atas and look forward to hearing more about China during our conference.

 

“China is ideally suited to touring holidays, offering diverse landscapes, culture, heritage and regional experiences.

 

“And with the new visa policy, it represents a great opportunity for agents to sell more touring and adventure holidays to the country.”