当地时间2026年11月3日至5日，“诗画浙江”（英国）系列文旅推介交流活动在伦敦举办。活动由浙江省文化广电和旅游厅主办，借力2026伦敦世界旅游交易会（WTM London）全球平台，通过专场推介、展会展示、业界洽谈、文化体验等多元形式，全方位展示浙江深厚文化底蕴与丰富文旅资源，加强浙江与英国等重点入境客源国的文旅交流合作。
跨越山海，共赴“诗画浙江”之约
11月4日，“诗画浙江”（英国）文旅推介交流会在伦敦举行。中国驻英国大使馆公使衔参赞李立言，中国驻伦敦旅游办事处主任张力，浙江省文化广电和旅游厅一级巡视员、省文物局局长朱海闵，英国上议院议员乌丁女爵，伦敦威斯敏斯特市议员蒂姆·米切尔，英国著名汉学家吴芳思博士等出席。中英两地旅行商、航司代表及媒体嘉宾齐聚一堂，共商合作。
李立言介绍，浙江具有中华优秀传统文化的深厚底蕴与江南文化的独特魅力。此次浙江文广旅代表团赴英参加WTM London并举办文旅推介活动，既是提升“诗画浙江”国际影响力的有效举措，更是加强中英人文交流、增进彼此了解的重要契机。
张力表示，浙江素有“诗画浙江”美誉，人们既能品读江南诗意，也能领略古今交汇、山海共生的独特魅力。驻伦敦旅游办事处愿同浙江省文化广电和旅游厅持续深化合作，组织英国旅行商、文旅博主赴浙江深度踩线交流，面向英国市场讲好浙江故事，吸引更多英国友人走进浙江，认识真实、全面、立体的中国。
蒂姆·米切尔表示，中国对英国公民实施的免签政策为英国游客赴华旅游提供更多便利，将进一步促进两国人员往来。伦敦与中国浙江等地加强文旅交流具有重要意义，希望本次活动成为威斯敏斯特与浙江开启交流合作的重要一步。
朱海闵在致辞中表示，浙江既承载千年文脉，也奔涌时代活力。从钱塘江到泰晤士河，浙江与英国始终共享对文明与美好的追求，期待以文旅为纽带，深化双方各领域合作，为中英关系行稳致远贡献浙江力量。
主题推介环节以“天海同光”为叙事线索，通过音乐、舞蹈等形式，生动展现浙江从“诗境”“雅韵”走向“乘潮”的壮阔图景。现场发布为英国市场定制的精品旅游线路，省级智慧文旅服务平台“嗨游”同步亮相，全面展示浙江数字化、国际化的旅游服务体系。
推介会还特别为英国知名文旅博主、“月眼爷爷”威廉·阿德林顿，泰晤士控股副总裁理查德·霍利颁发“诗画浙江”友好使者证书，期待他们为浙英文旅交流作出更多贡献。阿德林顿在获奖感言中表示，2025年5月的杭州之行，让他对西湖风光、城市的现代便捷以及传统文化与科技创新交相辉映的魅力印象深刻。他表示，很荣幸获授这一称号，期待通过自己的社交媒体平台及面对面的交流，向更多英国和海外观众分享浙江的故事、人文风情与美丽风光，增进两国人民的了解与友谊。
会场外设置沉浸式文化体验区，嘉宾欣赏茶道表演、制作漂漆扇、学习雕版印刷。现场还集中展示“科技+文旅”发展成果，文三数字生活街区带来的传神翻译器、Rokid智能眼镜，以及太希智能提供的外骨骼设备等前沿科技产品吸引众多嘉宾驻足体验。
链接全球，共享文旅发展机遇
11月3日，2026伦敦世界旅游交易会（WTM London）正式开幕。浙江文广旅代表团出席开幕式。展会期间，浙江旅游企业代表与多家国际旅游机构负责人深入对接，共享全球文旅市场新机遇，共谋全球旅游市场新发展。
为提升浙江展台互动性与关注度，现场特设茶道与良渚神徽拓印体验，并展出前沿科技产品。传统与现代交相辉映的展示方式，深受国际客商欢迎。展会期间，浙江展台共发放3000余份文旅宣传资料，吸引约16000人次参访。
精准推广，推动文旅双向奔赴
为精准触达国际客群，11月3日下午，“诗画浙江”业内推介在WTM London中国展区举行。
活动在一段引人入胜的浙江文旅形象视频中拉开帷幕。来自浙江的旅行商代表依次登台，向现场国际买家与观众推介为国际市场设计的浙江特色旅游线路：融合西湖、茶文化、青瓷文化的“江南研学之旅”；涵盖宋韵文化、精彩非遗、AI科技体验的“浙江发现之旅”；集黄酒非遗、普陀禅意、水乡古镇于一体的“浙东诗路之旅”。
随后，“嗨游”平台推介将现场气氛推向高潮，生动诠释“一部手机游浙江”的便捷与智慧。这场紧凑高效的推介，让现场观众在短时间内沉浸式体验浙江自然之美与科技之智。多位国际买家表示，浙江丰富的文旅资源与便捷的智慧服务令人印象深刻，非常期待尽快实地探访。浙江旅行社代表还与多国旅行商开展面对面洽谈，围绕线路定制、客源互送等达成30余项合作项目，进一步拓宽欧洲入境游市场渠道。
高效传播，扩大“诗画浙江”国际影响力
本次赴英系列推介交流活动吸引了境外媒体广泛关注，目前已有10余家境外主流媒体对相关活动进行了报道。未来，浙江将以文为媒、以旅为桥，借助 WTM London等国际重大展会平台，高效运营各大重点入境市场文旅推广中心，加大旅行商、媒体、文旅博主邀请力度，持续提升“诗画浙江”国际知名度与影响力。
From the Qiantang River to the Thames: Picturesque Zhejiang Reaching the UK
From 3 to 5 November 2026, the “Picturesque Zhejiang” (UK) cultural and tourism promotion series was held in London. Hosted by the Zhejiang Provincial Department of Culture, Radio, Television and Tourism, and drawing on the global platform of WTM London 2026, the programme showcased Zhejiang’s profound cultural heritage and rich tourism resources through dedicated presentations, exhibition displays, industry meetings and cultural experiences, strengthening cultural and tourism exchanges and cooperation between Zhejiang and the UK and other key source markets for inbound tourism.
Across Mountains and Seas: A Rendezvous with Picturesque Zhejiang
On 4 November, the “Picturesque Zhejiang” (UK) Culture and Tourism Promotion and Exchange Event was held in London. Those present included Mr. Li Liyan, Minister Counsellor of the Chinese Embassy in the United Kingdom; Mr. Zhang Li, Director of the China National Tourist Office in London; Ms. Zhu Haimin, Level I Bureau Rank Official of the Zhejiang Provincial Department of Culture, Radio, Television and Tourism and Director of the Cultural Heritage Administration of Zhejiang Province; Baroness Uddin, Member of the House of Lords; Councillor Tim Mitchell of Westminster City Council, London; and Dr Frances Wood, a renowned British sinologist. Travel agencies, airline representatives and media guests from China and the UK gathered to discuss cooperation.
Mr. Li Liyan said that Zhejiang is endowed with the profound heritage of fine traditional Chinese culture and the distinctive charm of Jiangnan culture. The delegation’s visit to the UK for WTM London and its cultural and tourism promotion events, he said, offered both an effective way to raise the international profile of “Picturesque Zhejiang” and an important opportunity to strengthen China–UK cultural and people-to-people exchanges and mutual understanding.
Mr. Zhang Li said that Zhejiang has long enjoyed the reputation of “Picturesque Zhejiang”, where visitors can savour the poetry of Jiangnan and experience the distinctive charm of a land where past and present meet, and mountains and sea coexist. The China National Tourist Office in London is ready to deepen cooperation with the Zhejiang Provincial Department of Culture, Radio, Television and Tourism by arranging in-depth inspection visits to Zhejiang for UK travel trade representatives and travel bloggers, sharing Zhejiang’s stories with the UK market, and encouraging more British visitors to explore Zhejiang and gain an authentic, comprehensive and multidimensional understanding of China.
Councillor Tim Mitchell said that China’s visa-free policy for British citizens makes it easier for British travellers to visit China and will further encourage people-to-people exchanges between the two countries. He highlighted the importance of closer cultural and tourism exchanges between London and Zhejiang and other parts of China, and expressed the hope that the event would mark an important step in cooperation between Westminster and Zhejiang.
In her remarks, Ms. Zhu Haimin said that Zhejiang carries a cultural heritage stretching back thousands of years while brimming with contemporary vitality. From the Qiantang River to the Thames, Zhejiang and the UK have always shared a pursuit of civilization and of all that is beautiful. She looked forward to, with culture and tourism as a bond, deepening cooperation in all fields and to contributing Zhejiang’s strength to the steady and sustained growth of China-UK relations.
The themed presentation, following the narrative thread of “Great Minds Think Alike”, used music and dance to bring to life Zhejiang’s journey from a “Poetic Realm” and “Elegant Charm” to “Riding the Tide”. Signature routes tailored for the UK market were introduced, alongside the provincial smart culture and tourism service platform “Zhejiang Travel”, showcasing Zhejiang’s digital tourism services for international visitors.
The event also presented “Envoy of Picturesque Zhejiang” certificates to William Adlington, the well-known British travel blogger known as “Grandpa Mooneye”, and Richard Horley, Vice President of Thames Holdings, in recognition of their role in promoting further cultural and tourism exchanges between Zhejiang and the UK.
In his written reflections on receiving the honour, Adlington recalled his visit to Hangzhou in May 2025, saying that West Lake’s beautiful scenery, the city’s modern conveniences and the way traditional culture and technological innovation thrive side by side had left a lasting impression on him. He said he was honoured to be recognised as an Envoy of Picturesque Zhejiang and looked forward to sharing Zhejiang’s stories, people and beauty with audiences in Britain through his Mooneye platform and face-to-face exchanges, helping to strengthen understanding and friendship between the two countries.
An immersive cultural experience area was set up outside the event room, where guests enjoyed tea art demonstrations, made lacquer-decorated fans and tried their hand at woodblock printing. Cutting-edge products demonstrating the integration of technology, culture and tourism were also on display. These included a TRANSN AI translator, Rokid AI glasses brought by the Wensan Digital Live Block, as well as exoskeleton devices provided by Transitx, attracting many guests keen to try them out.
Connecting the World: Sharing Opportunities in Culture and Tourism
On 3 November, WTM London 2026 officially opened, and the Zhejiang culture and tourism delegation attended the opening ceremony. During the exhibition, representatives of Zhejiang tourism businesses held in-depth discussions with the heads of several international tourism organisations, exploring opportunities and new directions for development in the global culture and tourism market.
To make the Zhejiang booth more interactive and engaging, tea art demonstrations and rubbing activities featuring the Liangzhu divine emblem were arranged alongside displays of cutting-edge technology products. This blend of tradition and modernity was warmly received by international buyers. During the exhibition, the Zhejiang booth distributed more than 3,000 promotional brochures on culture and tourism and attracted approximately 16,000 visits.
Targeted Promotion: Encouraging Two-Way Tourism Exchanges
To reach international visitors with precision, an industry promotion session for “Picturesque Zhejiang” was held on the afternoon of 3 November at the China Pavilion at WTM London.
The event opened with a captivating promotional video on Zhejiang’s culture and tourism. Representatives of Zhejiang travel agencies took the stage one after another to present Zhejiang routes designed for the international market: the “Jiangnan Study Tour”, combining West Lake, tea culture and celadon culture; the “Discover Zhejiang Tour”, spanning Song dynasty culture, fascinating intangible cultural heritage and AI technology experiences; and the “Poetic Road of Eastern Zhejiang Tour”, bringing together yellow rice wine heritage, the Zen spirit of Mount Putuo and ancient water towns.
The presentation of the “Zhejiang Travel” platform that followed brought the atmosphere to a climax, vividly illustrating the convenience and intelligence of “exploring Zhejiang with one mobile phone”. The compact and efficient session gave the visitors an immersive taste of Zhejiang’s natural beauty and technological sophistication in a short space of time. Several international buyers said they were impressed by Zhejiang’s rich cultural tourism resources and convenient smart services and looked forward to visiting in person as soon as possible. Zhejiang travel agency representatives also held face-to-face talks with travel agencies from various countries, reaching more than 30 cooperation projects on customized routes and mutual visitor exchanges, further broadening channels into Europe’s inbound tourism market.
Effective Outreach: Extending the Global Reach of Picturesque Zhejiang
The UK promotion series attracted wide attention from overseas media, with more than 10 mainstream overseas outlets having covered the events so far. In the future, Zhejiang will, with culture as a medium and tourism as a bridge, make the most of major international exhibitions such as WTM London, operate cultural tourism promotion centres efficiently in key inbound markets, step up invitations to travel agencies, media and travel bloggers, and continue to raise the international recognition and influence of “Picturesque Zhejiang”.
