The World Tourism Market (WTM), the leading professional exhibition for the global travel industry, took place at the ExCel Exhibition Centre in London, England from November 5 to 7, 2018. Beijing Municipal Commission of Tourism Development and six Beijing-based tourism enterprises participated in the "Beautiful China, Integrated Tourism" China Pavilion organized by the Ministry of Culture and Tourism.

As the Beijing's second largest customer market in Europe, the UK witnessed 147,000 tourists to Beijing in 2017. In hope of strengthening Beijing tourism resources promotion and business negotiations, Beijing Municipal Commission of Tourism Development and six Chinese travel companies including China Travel Service Head Office, China International Travel Service Limited Head Office, China Youth Travel Service, Beijing Top View Holiday Travel & Tours, Top China Tour, and Thomas Cook China to participate in the event.

Focusing on the tourism resources around the central axis and suburb (represented by Fangshan) of Beijing and the Beijing-Tianjin-Hebei 144-hour visa-free transit policy, the exhibition promoted many new products and resources of Beijing tourism. In addition, as the secretariat of China World Heritage Tourism Promotion Alliance, Beijing Municipal Commission of Tourism Development displayed related products of China's world-class tourism resources and promoted China's world heritage-featured tourism resources.

This exhibition, gathering more than 50 exhibitors from 18 provinces and municipalities including Beijing, Guangxi, Ningxia and Qinghai, is the first large-scale cultural tourism event hosted by the Ministry of Culture and Tourism of China in the UK since its establishment. China pavilion therefore has become a comprehensive platform for Chinese culture communication.