The 18th China Outbound Tourism & Travel Market (COTTM2025) was successfully held on 24 to 26 April in Beijing, with over 150 international tourism suppliers and service providers from 45 countries exhibited at COTTM2025, and 3000 Chinese travel professionals attending the show.
In the afternoon of 25th April, the COTTM-Outbound Tourism Investment & Development Forum (the short name “COTTM Investment Forum”) took place onsite.
The COTTM Investment Forum is committed to providing business opportunities for Chinese tourism and hospitality investors who are seeking for investing in overseas tourism destinations and overseas project parties. It “exports” matured Chinese solutions for the cultural and tourism industry, advanced technologies, hotel brands, system providers and equipment manufacturing to overseas tourism destinations. It also assists overseas tourism destinations in developing and enhancing tourism products and service experience, and helps Chinese enterprises to expand upstream resources in the outbound tourism industry chain.
It is an honor for the COTTM organiser to have invited China-Africa Friendly Economic and Trade Development Foundation, Mongolia Tourism Organisation, Trade Office of Peru in Beijing – PROMPERÚ, Menatours Egypt to present their tourism investment policies and to showcase their investment projects and development opportunities to the Chinese investors and travel professionals. Meanwhile, the leading Chinese hospitality and entertainment key players including Sunmei Hotels Group, JEGOPIAY GROUP, and MEADIN, which are pioneers in going overseas, also presented their views and insights at the COTTM Investment Forum.
Policy Guidance and Market Opportunities: Exploring the Blue Ocean of International Investment
Hosted and opened by Qing Qinghui, COTTM Project Director, the Forum highlighted the accelerating internationalization of Chinese tourism enterprises and investors, with diversified investments spanning Southeast Asia, Europe, the Middle East, Africa, and beyond.
Qing Qinghui, COTTM Project Director
Zhang Zongwu, Executive Vice Chairman of China-Africa Friendly Economic and Trade Development Foundation, delivered the first keynote speech, analyzing the cultural-tourism investment potential of Belt and Road countries. He emphasized government policy support, cultural integration, and infrastructure development as cornerstones for investment, advocating for Chinese companies to “venture abroad collectively” to mitigate risks through resource sharing and leverage policy incentives for integrated cultural-tourism projects.
Zhang Zongwu, Executive Vice Chairman of China-Africa Friendly Economic and Trade Development Foundation
Global Tourism Investment Highlights: Unlocking Unique Opportunities
BATZORIG VANCHINHUU, Vice President of the Mongolian Tourism Organization, introduced Mongolia’s “Dream Camp” International Base project, highlighting family-focused tourism centered on children and youth, combined with grassland cultural experiences and wellness resources to create differentiated tourism products. He warmly welcomed Chinese investment to develop in Mongolia.
BATZORIG VANCHINHUU, Vice President of the Mongolian Tourism Organization
Luis Cabello, Trade and Tourism Counsellor of Peru in Beijing – PROMPERÚ, underscored Peru’s diverse tourism resources, stable business environment, and favorable legal and tax policies. He promoted investment opportunities in popular destinations like Cusco and urged Chinese enterprises to engage in local cultural-tourism supply chains.
Luis Cabello, Trade and Tourism Counsellor of Peru in Beijing – PROMPERÚ
Dr Farouk Nasser, Chairman and CEO of Menatours, Egypt shared Egypt’s historical and cultural advantages in tourism, along with government incentives, expressing eagerness to collaborate with Chinese companies in upgrading attractions and hotel operations in Egypt.
Dr Farouk Nasser, Chairman and CEO of Menatours, Egypt
Corporate Practices and Global Strategies: Asset-Light Models as a Key to Success
Representatives from leading Chinese enterprises shared practical insights on international expansion. Wang Pengxi, General manager of marketing operations, MEADIN, noted that while global opportunities abound, challenges remain. She recommended prioritizing asset-light models to export management expertise and reduce overseas operational risks.
Wang Pengxi, General manager of marketing operations, MEADIN
Wilson ZHANG, Sunmei Hotels Group SVP & Sunmei Group International CEO, emphasized selecting target markets and business models carefully based on experiences in Southeast Asia and the Middle East, stressing the importance of localized talent and cost control. “Direct operation and franchise models must adapt dynamically to local conditions,” he added.
Wilson ZHANG, Sunmei Hotels Group SVP & Sunmei Group International CEO
In the closing keynote, Zhang Wei, Co-founder & Executive President, JEGOPIAY GROUP, highlighted the need for family entertainment products to align deeply with local cultures. Citing market research and investment plans in Southeast Asia, he shared case studies of customized theme park projects achieving rapid returns, offering fresh perspectives for cultural-tourism IP globalization.
Zhang Wei, Co-founder & Executive President, JEGOPIAY GROUP
Looking Ahead
In closing, COTTM Project Director Ms Qing Qinghui stated that COTTM would continue to leverage its tourism resource platforms, government networks, and embassy partnerships to connect Chinese investors with global opportunities, fostering product development aligned with China’s outbound tourism ecosystem. As cross-border collaboration deepens, China’s outbound tourism investments are poised to enter a new phase of diversified global market expansion, driving the two-way flow of technology, brands, and resources.
