On the evening of May 23 local time, “Wonderful Beijing”, a promotional event for Beijing culture and tourism, was held at The Shard, the tallest building in London. Over 100 guests from the aviation industry, tourism sector, and media attended the event. It showcased the rich and diverse cultural and tourism resources of Beijing to its UK counterparts and the public, promoting tourism and cultural exchanges between the two countries.

The event was co-hosted by the Beijing Municipal Bureau of Culture and Tourism, British Airways, and China Southern Airlines. During the event, a video showcasing Beijing’s cultural and tourism offerings was played, highlighting the unique charm of Beijing as a world cultural metropolis. The video featured the city's historic Central Axis, its dual Olympic legacy, and its status as the center of performing arts in China. A representative from the Beijing Municipal Bureau of Culture and Tourism elaborated on the city’s development philosophy in various fields such as cultural heritage, historical preservation, sustainable development, and immersive experiences, through a combination of storytelling and videos. The introduction also included special cultural and tourism resources tailored for international visitors, and Beijing’s efforts to enhance international services and facilitate payment. The presentation was highly acclaimed by attendees, sparking significant interest in traveling to Beijing.

Zhang Li, Director of China National Tourist Office London, said the event set a good example of win-win cooperation between tourist destinations and domestic and international airlines. David Oppenheim, Global Sales Director of British Airways expected that, by this summer, British Airways and China Southern Airlines would have a total of 32 direct flights per week between London and five major cities in China.

British travel agents are fully confident in launching outbound tourist services to China. Steve Goodenough, Product Director of Travelsphere, stated, "As the first company approved by the Chinese government in 1985 to provide services for UK tourists visiting China, we have recently relaunched our services for outbound trips to China, of which the sales for 2025 are booming. Currently, 10 airlines operate direct flights between China and the UK, which is a scenario unimaginable elsewhere. This underscores the market's strong confidence in bilateral tourism exchanges."