People talk at the China pavilion of the World Travel Market (WTM) London 2025 in London, Britain, Nov. 4, 2025. The WTM London 2025 opened on Tuesday, with the China pavilion drawing attention for its abundant tourism resources and cultural appeal. (Xinhua/Li Ying)

The World Travel Market (WTM) London 2025 on Friday announced the winners of its annual Best Stand Awards, with the China Pavilion among the winners of Best Stand Design for its innovative and eco-friendly approach.

A panel of seasoned tourism industry professionals evaluated stands for their creativity, functionality, and overall visitor experience.

According to their judgment, the China Pavilion was praised for its "well-thought-out design," notably the bamboo features and use of sustainable seating materials, which gave a "sleek look."

People visit the booth of Egypt during the World Travel Market (WTM) London 2025 in London, Britain, Nov. 4, 2025. The WTM London 2025 opened on Tuesday and will continue until Thursday. (Xinhua/Li Ying)

Jonathan Hall of RX Global, the event organizer, told Xinhua that the China Pavilion "really reflects a lot about China, the 'Nihao China' spirit." It provided a perfect setting for business meetings while helping visitors gain a deeper understanding of China's tourism resources, he added.

Other winners across different regions also showcased cultural diversity and design ingenuity. Jordan won Best Stand Design in the Middle East for its bold facade highlighting the country's ancient culture, while Egypt was praised for its immersive "Egyptian Grand Museum" walkthrough. In the Americas, Antigua and Barbuda recreated a relaxing island vibe; in Africa, Gambia stood out with a jungle-themed stand that captured the essence of its natural and cultural heritage. In Europe, Andalusia was recognized for its orange-neon lighting, evoking the warmth of Mediterranean sunsets.

A woman experiences Chinese calligraphy at the China pavilion of the World Travel Market (WTM) London 2025 in London, Britain, Nov. 4, 2025. The WTM London 2025 opened on Tuesday, with the China pavilion drawing attention for its abundant tourism resources and cultural appeal. (Xinhua/Li Ying)

In the Best Stand for Doing Business category, Oman, Peru, South Africa, Sri Lanka, and Portugal were the winners. Dominican Republic, Cabo Verde, Corendon Airlines, and Sarawak Gateway to Borneo were praised in the Best Stand Feature category.

The WTM London, one of the world's leading tourism trade fairs, serves as a key platform for international cooperation and business exchange. This year's event ran from Tuesday to Thursday, drawing around 5,000 exhibitors from roughly 180 countries and regions.