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Season Three of “Better Tourism, Better Life, Better World” Officially Released


Recently “Better Tourism, Better Life, Better World,” a mini-documentary on poverty reduction and rural revitalization through tourism produced by the World Tourism Alliance (WTA) with support from the International Exchange and Cooperation Bureau of the Ministry of Culture and Tourism of China, has officially released its third season.

Poverty eradication is the top goal of the UN’s 2030 Agenda for Sustainable Development. Since its establishment, the WTA, with the mission of “Better Tourism, Better Life, Better World,” has been committed to promoting peace, development and poverty reduction through tourism, and always regarded tourism development as one of the important tasks to combat poverty and drive rural revitalization.

This year’s third season, jointly filmed and produced by the WTA and its member units, includes two episodes: one is “Yunqiu Mountain Celebrates Millennial Ancient Zhonghe Culture,” dedicated to Yunqiu Mountain in Linfen, Shanxi province, and the other entitled “Over the Mountain” to Enshi Grand Canyon in Hubei province. From the perspectives of regional cultural characteristics and transformation of natural resources, the mini-documentary series presents what China has done and achieved in poverty alleviation and rural revitalization through the development of cultural and tourism industries. It shares approaches and practices worth learning for the cause of rural revitalization in China, and moreover shares China’s solutions and strength with the world in combating poverty. The mini-documentary series is available for watch on CGTN’s official website and mobile app, and social platforms including YouTube, Facebook, Twitter, TikTok and Weibo.

The mini-documentary series is produced based on best practices of poverty reduction and of rural revitalization through tourism collected by the WTA. It aims to show the audience what really happened in the locations, and tell the story of how tourism transforms the “lucid waters and lush mountains” into invaluable assets and enables local people to live a better life in a global context. It vividly captures and communicates the core concept of “Better Tourism, Better Life, Better World,” tells China’s story of and shares its good practices of poverty reduction, so as to continuously empower global fight against poverty, and fully leverage the role of culture and tourism as a bridge for people-to-people exchanges.

The first and second seasons, with eight episodes in total, were broadcast on CGTN, Xuexi Qiangguo app and other news media apps, and received wide attention and high praises from business insiders. In the future, the WTA will continue to integrate resources, optimize platforms, pool the strength of its member units and partners across the world, and consolidate and expand the achievements made in poverty reduction. We will conduct further research on rural revitalization, promote good practices, continue to advocate sustainable tourism development and relevant public welfare undertakings, and contribute more to faster high-quality development of tourism.