Nihao！China at TravelNewsMarket

On November 27, 2025, China Cultural Center in Stockholm participated in Travel News Market in Stockholm, Sweden. With an exquisitely designed booth full of Eastern charm, rich cultural displays, and the latest information on China’s tourism policies, the center collectively presented the “Beauty of China” to the Swedish tourism industry.

Travel News Market is the largest B2B trade fair for travel industry in Sweden  organized by Travel News. Focusing on the Nordic tourism market, it serves as a leading professional tourism promotion platform in the Nordic region, attracting tourism organizations, airlines, media, and industry professionals from around the world. Its core feature is arranging one-on-one scheduled meetings between international tourism suppliers and professional buyers from Scandinavia to efficiently facilitate business cooperation.

This year, over 200 exhibitors participated in the event. China Cultural Center in Stockholm focused on promoting new cultural tourism routes and distinctive cultural resources from various regions of China under the theme “Nihao! China”. At the same time, the center highlighted the latest travel policy to the Swedish tourism industry — starting from November 10, 2025, Swedish citizens who hold ordinary passports and travel to China for business, tourism, family and friend visit, exchange visit, and transit purposes for no more than 30 days, can enter China without a visa. This visa-free policy is expected to further boost the willingness of Swedish tourists to travel to China, creating new opportunities for tourism cooperation between the two countries. Additionally, a questionnaire survey was distributed among exhibitors to gain a multi-dimensional understanding of the perceptions, expectations, and suggestions of Nordic tourism professionals and the market regarding travel to China.

“Nihao! China” booth consistently attracted a large number of industry professionals and the public throughout the day. Several Swedish travel agencies expressed interest in “Chinese Cultural Theme Routes” with particular attention given to urban cultural tours, intangible cultural heritage experience tours, and natural scenery routes. Many tourism enterprises believe the visa exemption policy will bring more market opportunities and have proactively expressed a desire to communicate and cooperate with Chinese cultural and tourism institutions, laying a good foundation for future promotion of cultural brands and tourism resources in Sweden. The visa exemption policy and “Nihao! China” tourism promotion have formed an effective synergy, increasing Swedish tourists’ willingness to consider China as a travel destination.

The head of China Cultural Center in Stockholm stated: “Through this exhibition platform, we have not only showcased the charm of Chinese culture but also utilized the benefits brought by the visa exemption policy to establish new cooperation opportunities with the Swedish tourism industry. We look forward to more Swedish friends visiting China in the future to experience its rich, diverse culture and vibrant urban landscapes.”