A representative for The Peninsula Hotels group which operates luxury hotels around the world has said the platform of the China International Import Expo (CIIE) offers an opportunity for the company to refine its cultural positioning and underscore its long-term commitment to China's rapidly evolving luxury and hospitality market.

As a first-time participant at the CIIE, The Peninsula showcased a 1929 Rolls-Royce car — one of the most iconic models in automotive history — at the expo's auto hall in Shanghai.

Gareth Roberts, executive director and chief operating officer of Hongkong and Shanghai Hotels Ltd, the Hong Kong Special Administrative Region-headquartered parent group of The Peninsula, said the company aims to develop a culture, automotive, food and beverage brand image that extends beyond traditional hotel operations.

As the operator of three hotels in Beijing, Shanghai and Hong Kong, the British executive said the group's understanding of Chinese culture enables it to create brand experiences that blend tradition with new narratives, ensuring its offering remains relevant to consumers in China.

With China experiencing rapid growth in trade in services, he said the country's expanded visa-free policies have given a strong boost to inbound tourism by removing the time and cost of visa applications, driving a sharp rise in foreign arrivals.

That sentiment aligns with China's latest policy move. The Ministry of Foreign Affairs announced on Monday that the country will extend unilateral visa-exemption arrangements to more than 40 countries, until Dec 31, 2026.

By simplifying entry procedures and extending visa-free stays, China's opening-up policy will encourage international travelers to stay longer and venture beyond traditional itineraries, said Roberts.

"Major gateways such as Beijing, Shanghai and Guangzhou, Guangdong province, are seeing a clear surge in foreign visitors, with more tourists fanning out to secondary and emerging destinations too," he added.

Since its flagship hotel opened in Hong Kong in 1928, The Peninsula has expanded into a portfolio of 12 properties worldwide, including Istanbul, London, New York, Paris and Tokyo.