China is fully open to foreign travelers following the lifting in March of restrictions related to the novel coronavirus pandemic, and United Kingdom tour operators should embrace it, the founder of a UK tour agency has said.

Wendy Wu, who runs the UK's largest operator of tours to China – Wendy Wu Tours – made the remarks during a news conference in London on Thursday, where she called on the UK travel sector to resume inbound travel services to China, now the country is again issuing visas in all categories.

"In the last two months, we've seen a significant spike in demand for China travel, as more and more people are realizing that China is fully open and now, at last, they are able to take full advantage of what has been over three years' of pent-up demand from customers for travel to China," said Wu.

She said she and her colleagues headed straight to China following the reopening of its borders and they think now is the perfect time to experience this "spectacular" country.

Andy Eastham, head of public relations and communications at Wendy Wu Tours, said China is unlike anywhere else in the world with its ancient heritage, modern technologies, and more to discover than people could imagine.

"China is a must-do experience in life, not just once, but several times," he said.

Eastham said the company is now promoting a new package that encompasses some of China's natural landscapes and off-the-beaten-track locations because they see in-depth trips as the future trend of China travel, especially for those who wish to immerse themselves in the country.

Li Liyan, minister counselor for cultural affairs at China's embassy in London, attended the event and said tourism has emerged as a vital platform for fostering cultural exchanges and mutual understanding between China and the UK in the age of globalization.

"As the proverb says, travel broadens the mind," Li said. "So, I call on our British friends to travel to China, immerse yourself in the wonder of a country where you can witness awe-inspiring scenery, dive into the depth of Chinese culture, and gain a profound understanding of people's way of life."

Xue Ling, director of the China National Tourist Office in London, thanked various UK sectors for their efforts in helping rekindle interest in China travel, including tour operators, airlines, and the media.

"We hope we can have more visitors visiting China now," she said.