“Beautiful China, More than Pandas” Launched in Berlin

To establish a tourism image of “Panda” brand, enable the tourists from all over the world to visit panda and travel in China and integrate the tourist industry into China’s national strategies as “the Belt and Road”, “Yangtze River Economic Belt”, “Integration in Jing-Jin-Ji Area” and Great Power diplomacy so as to speak out China’s voice and present China’s story in the way from an international vision and promote local tourism characteristics to the world and attract more foreign tourists to visit China, the Global Tourism Marketing Activity “Beautiful China, More than Pandas” sponsored by National Tourism Administration of China and organized by Sichuan Tourism Development Committee was officially launched in Berlin, Germany in 2nd September.

Zhang Junhui, the Charge d’affaires of Chinese Embassy in Germany said in the speech that since the next year is the 45th anniversary of establishment of diplomatic relations between Germany and China, the both countries will have new actions in promoting tourism and jointly hold an event named “Sino-German Year of Tourism” to promote the tourism cooperation between the two countries. Steffens Alexander, the representative of the German Federal Ministry for Economic Affairs and Energy said in the speech that it is hoped to show abundant tourism resources of China to German through the event and launch more tourism products to enable them to experience China’s unique natural scenery, historical culture and folk customs. Jochen Szech, Chairman of Sino-German Federal Independent Tourism Company Alliance Association recommended to German tourism industry based on his own experiences with travel in China that Sichuan’s natural sceneries, histories and cultures and gourmet cuisines are extremely worth being experienced for German tourists.

Travel in Sichuan, Panda’s hometown is the highlight of the marketing activity named “Beautiful China, More than Pandas”. With fine organization and comprehensive arrangement, Sichuan Tourism Development Committee, together with the well-prepared departments and enterprises, went to Berlin to promote the tourism to the whole tourism industry and sent our gracious invitation to German tourists. Yuan Shijun, the Section Chief of Sichuan Tourism Development Committee has presided the Sichuan tourism promotion and Hao Kangli, Director of Sichuan Tourism Development Committee has introduced the tourism characteristics as Sichuan’s natural sceneries, humanity histories, gourmet cuisines and folk customs to the guests on the topic of “Sichuan, More than Pandas”. This year, Sichuan will also organize marketing themed “Sichuan, More than Pandas” in South Korea, Japan, the United States, Canada, Australia, New Zealand, Malaysia and Thailand, etc.

With the general thread of establishing platform, setting up mechanism, creating events, holding activities and enhancing carrier, the global marketing activity “Beautiful China, More than Pandas” plans to establish a large platform for global tourism marketing through the National Tourism Administration of China; the local tourism management departments, domestic and overseas enterprises involving tourism and various tourist organizations take an active part in creating a new situation of common advancing and mutual complement about the promotion of China’s tourism image. A “panda” mascot named “Panina” was designed for the activity, combining “Panda” and “China” and especially with a pronunciation similar to Chinese word “Pan Ni Lai” (which means “expecting you to come”) to show the hospitality of Chinese people. Sanya City of Hainan Province also attended the launch ceremony today.

On the same day, Sichuan Tourism Promotion Team has held a public art exhibition of giant panda and an activity of panda flash mob on Potsdamer Platz in Berlin. A group of lovely panda dolls interacted with tourists, attracting the public to participate and take photographs with panda statues.

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