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WTA Secretary-General Attends the Launching Ceremony of 2022 Discover China Cultural Tour


On July 18, the 2022 Discover China Cultural Tour, hosted by the Ministry of Culture and Tourism, was launched in Beijing. Minister of Culture and Tourism Hu Heping attended and addressed the launching ceremony which was chaired by Gao Zheng, director of the Ministry’s International Exchanges and Cooperation Bureau. They were joined by Liu Shijun, Secretary -General of the World Tourism Alliance, and 58 diplomats for cultural and tourism affairs from 40 countries present.

Minister of Culture and Tourism Hu Heping in a meeting with foreign ambassadors attending the launching ceremony

In his speech, Mr. Hu reviewed the achievements China made in foreign exchanges in culture and tourism, and proposed four initiatives to promote the booming of international culture and tourism exchanges and cooperation, which were positively received by Chinese and foreign guests present. At the launching ceremony, the Ministry released the thematic four-season routes of this year’s Tour.

Until the yearend, foreign diplomats in China will be invited to visit Yunnan, Hunan, Hebei, Gansu, Qinghai, Xinjiang, Guangxi, and Hainan, to see with their eyes today’s China and its profound cultural heritage. As a support unit, the World Tourism Alliance will deeply participate in the design and event planning of the Tour, and stage an exhibition of real-life cases of how tourism has contributed to poverty reduction and rural revitalization in China, to facilitate visitors enjoy a brilliant journey of discovery and friendship.

Thai Ambassador to China Atthayut Srisamut sharing his experience during the 2021 Discover China Cultural Tour

Han Ziyong, head of the Chinese National Academy of Arts, China National Arts and Crafts Museum, and China Intangible Cultural Heritage Museum, serving as the tour guide for the delegation of diplomats at the “Treasures of China” exhibition