This article was originally published in the Global Soft Power Index 2025
Director of China
National Tourist Office,
London
China has made significant strides in Soft Power, rising to 2nd place in this year’s Global Soft Power Index. Why is it important for China to measure and manage its nation brand perceptions?
China views Soft Power as important for fostering global understanding, cooperation, and mutual respect. By cultivating and managing its nation brand perceptions, China aims to enhance its global image, promote its cultural heritage, and showcase its development achievements.
This helps counter misconceptions and biased narratives often propagated by some Western media, build trust, and present an accurate image to the world.
A positive and accurate nation brand supports China's goals of peaceful development, economic partnerships, and global governance contributions, aligning with its vision of a shared future for mankind.
China is opening up to tourists on an unprecedented scale. What are some of the key initiatives that the government has pioneered to grow the visitor economy?
China's recent policies to enhance inbound tourism have significantly boosted international visitors' willingness and convenience to explore the country. Key measures include:
- Visa Optimisation: Expanding visa-free access for more and more countries, implementing a 240-hour visa-free transit policy, and allowing visa-free entry for foreign tourist groups arriving by cruise ships.
- Flight Resumption: Increasing international flights, for example, there are 8 airlines now operating between the UK and China.
- Payment Flexibility: Introducing diverse payment options to cater to international tourists, especially digital tourism platforms to improve visitor convenience.
- Customs Efficiency: Streamlining customs clearance processes for smoother entry and exit.
- Global Campaigns: Launching international marketing campaigns, such as "Nihao! China" a new national travel logo to raise awareness of China's diverse attractions.
These initiatives have not only improved the travel experience but also strengthened cultural exchanges and economic ties, positioning China as a more accessible and attractive destination for global tourists.
China is globally recognised for its rich heritage (3rd), food (8th), as well as arts and entertainment (9th). How is the China National Tourist Office leveraging these advantages to attract international visitors?
The China National Tourism Office in London is capitalising on China's global recognition in heritage, food, and arts to attract international visitors through targeted campaigns. These include:
- Cultural Events: Hosting exhibitions, performances, and festivals showcasing China's rich heritage, traditional arts, and contemporary culture.
- Culinary Promotions: Organising food festivals, cooking demonstrations, and partnerships with UK restaurants to highlight Chinese cuisine.
- Themed Tours: Promoting curated travel packages focused on heritage sites, culinary experiences, and arts destinations.
- Digital Outreach: Using social media and online platforms to share engaging content about China's cultural and culinary attractions.
- Collaborations: Partnering with UK travel agencies, airlines, and local tour operators to amplify China's tourism appeal.
By emphasising these unique strengths, the office aims to enhance China's image as a top travel destination, encouraging more UK and international tourists to explore its diverse culture and travel resources.
