In October 2026, during his state visit to China, German President Frank-Walter Steinmeier and his wife Elke Büdenbender visited Huangshan. They toured Hongcun, a UNESCO World Cultural Heritage site, learned about the production process of Keemun black tea, sampled Huizhou cuisine and experienced the charm of traditional Huizhou culture. Dressed in casual attire, they also hiked up Mount Huangshan, a world-famous mountain holding three prestigious designations—UNESCO World Cultural and Natural Heritage Site, UNESCO Global Geopark and UNESCO Biosphere Reserve—and posed for a group photo in front of the Guest-Greeting Pine.
Taking this as an opportunity, Huangshan Tourism Development Co., Ltd. highlighted the “German President’s Huangshan Hiking Package” at the recently held 2026 World Travel Market (WTM) London, turning the attention generated by head-of-state diplomacy into inbound tourism products for the global market.
At the WTM venue, the Huangshan booth featured a large-format visual display showcasing the most representative natural and cultural landscapes of Huangshan: the Guest-Greeting Pine, vigorous and towering, as the emblem of Huangshan’s celebrated pines; Tiandu Peak, majestic and precipitous, known as “the First Peak of Huangshan”; rolling and ever-changing seas of clouds that drape the peaks in a fairyland-like atmosphere; the classic landscape “Huangdi Kai Taiping” (The Yellow Emperor Ushers in Peace and Prosperity) in the Eastern Gate area of Huangshan, reflecting the origin of the name Huangshan; “Monkey Watching the Sea,” one of Huangshan’s most iconic unusual rock formations, resembling a monkey sitting atop a peak and quietly watching the rolling clouds; the West Sea Grand Canyon, with its jagged peaks and rugged rock formations, displaying spectacular mountain scenery; and the Huangshan cultural performance experience “Huangshan Yinglong,” vividly presenting the mythological imagery associated with Huangshan in traditional Chinese culture. In addition, accompanying text on the large display introduced Huangshan as a symbol of the Chinese nation ranking alongside the Yangtze River, the Great Wall and the Yellow River, and highlighted its outstanding value.
Notably, the booth set up a dedicated “Huangshan Gifts” display area. Exquisitely designed cultural and creative sachets shaped like traditional Huizhou fish lanterns embodied the profound connotations of Huizhou culture, while creative fridge magnets featuring Huangshan elements also drew attention, attracting many exhibitors and members of the public and becoming a highlight of the booth. These cultural and creative products integrate Huangshan cultural elements into everyday items, conveying the Huangshan brand image in a lightweight and portable way, and were widely praised.
During the exhibition, the Huangshan booth attracted travel trade professionals from the UK, Europe, the Middle East and other countries and regions to stop by and exchange views. Staff held in-depth discussions with tourism industry representatives from various countries on inbound itinerary design, tourism product promotion and future business cooperation. Exhibitors from multiple countries expressed strong interest in the “German President’s Huangshan Hiking Package” and in Huangshan’s unique mountain scenery and rich traditional Chinese cultural heritage.
Using WTM as a platform, Huangshan Tourism Development Co., Ltd. will continue to respond to market demand in source markets such as the UK, Europe and the Middle East by launching diversified and customised itineraries, further enhancing Huangshan’s international brand awareness and appeal. Huangshan Tourism Development Co., Ltd. sincerely invites travellers from around the world to visit Huangshan and experience firsthand the natural wonders of this world-famous mountain and the unique charm of Huizhou culture.
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