A travel promotion event was hosted in Edinburgh on Tuesday by Hainan Airlines and the China National Tourist Office London, bringing together nearly 100 representatives from government, aviation and tourism sectors to promote travel between the United Kingdom and China.

Held in partnership with Edinburgh Airport, the event was attended by the Deputy Lord Provost of Edinburgh, representatives from VisitScotland, the chair of the Scottish Passenger Agents' Association (SPAA), the chief executive of Edinburgh Airport, as well as local travel agencies, industry partners and media representatives.

The promotion focused on encouraging more British visitors to travel to China, with organizers highlighting China's recent visa-free policy for holders of ordinary British passports and introducing tourism resources across the country.

UK citizens have been allowed visa-free entry to China for up to 30 days since Feb 17, a move expected to encourage more British travelers and business representatives to visit China.

During the event, several UK travel agents who recently joined a familiarization trip to China shared their experiences with industry peers. They introduced destinations including Beijing, Shanghai, Zhangjiajie in Hebei province and Hangzhou in Zhejiang province, describing China's diverse landscapes, cultural heritage and modern urban attractions.

Participants also discussed ways to develop new travel products and strengthen cooperation between tourism businesses in the two countries. Organizers said the event generated strong interest among travel industry professionals in expanding China-related tourism offerings.

Founded in 1993, Hainan Airlines operates an extensive domestic and international network with nearly 500 routes across China and overseas. The airline currently operates the only direct passenger route linking Scotland and China through its Edinburgh-Beijing service.

According to Hainan Airlines, the route will increase its frequency starting July 2, with flights scheduled to operate daily, further improving connectivity between Scotland and China.

Industry representatives said improved connectivity and more convenient travel policies are expected to help stimulate demand for travel to China and strengthen tourism and cultural exchanges between the two countries.