China's appeal to international tourists continues to grow.
The ITB Berlin (Internationale Tourismus-Börse) was held in Berlin, Germany, featuring over 5,800 exhibitors from 170 countries. Organized by China's Ministry of Culture and Tourism, a delegation of more than 100 representatives-comprising officials from culture and tourism departments, tourism enterprises, and airlines from regions such as Beijing, Shanghai, Zhejiang, Anhui, and Xinjiang-participated in the event. They showcased the diverse appeal of China's tourism industry and the new landscape of its high-quality development to the global tourism community. China's rich tourism resources and welcoming policies attracted significant attention from global buyers and tourists alike.
Showcasing the Diverse Appeal of Chinese Tourism
During the exhibition, the Berlin Exhibition Center organized tours of the Chinese booth for guests from German political and tourism circles. Berlin Mayor Kai Wegner, UN Tourism Secretary-General Zurab Pololikashvili, and others praised the rich exhibits and innovative design of the Chinese booth; they also posed for photos beneath the "Nihao! China" (Hello! China) logo while holding the Year of the Snake mascot.
Accompanied by the sounds of traditional instruments like the *guzheng* and *erhu*, numerous business representatives and visitors flocked to the Chinese booth to attend the opening ceremony of the China Pavilion at the ITB Berlin (International Tourism Trade Fair), held under the theme "Nihao! China." Zheng Hao, a representative from the Bureau of International Exchange and Cooperation of China's Ministry of Culture and Tourism, stated in his address that China has established the world's largest domestic tourism market and has become a leading source market and major destination for international tourism. To foster the recovery and growth of inbound tourism, China has continuously optimized visa and customs clearance policies, greatly facilitating the movement of people and attracting more tourists to visit China and experience the unique charm of its culture.
Liu Shijun, Executive Director at UN Tourism, noted that with global international tourist numbers reaching 1.4 billion, China has made significant contributions to the recovery of the global tourism industry and world economic growth. UN Tourism highly commends China's efforts to promote high-quality tourism development and international cooperation. Driven by robust growth in demand for outbound travel, Chinese tourists are generating significant economic benefits for numerous destinations. "The Chinese delegation, comprising over a hundred members, showcased China's rich tourism resources and cultural appeal, serving as a major highlight of this year's trade fair. China is injecting new vitality into the development of the global tourism industry," Liu said.
Attracting More Tourists to Visit China
From the majestic Tianshan Mountains and the picturesque Huangshan Mountains to lush bamboo forests and azure coastlines-the diverse tourism resources showcased at the Chinese booth attracted many industry professionals for exchanges and business discussions.
The Huangshan tourism booth saw a steady stream of international business representatives. "We hope to use this exhibition to fully showcase Huangshan as a renowned Chinese destination; by leveraging culture as a bond and tourism as a medium, we aim to actively promote international communication and exchange," said Zhang Dehui, Chairman of Huangshan Tourism Development Co., Ltd. He noted that the company is actively capitalizing on favorable policies to expand into the European market. Through partnerships with entities like Germany's TUI Group, they are launching diverse products-including vacation, sightseeing, and educational tours-tailored to European travelers, with the goal of attracting more visitors to Huangshan for leisure and holidays.
"China boasts a long history, stunning scenery, and hospitable people; its appeal to international tourists continues to grow," said Norbert Fiebig, President of the German Travel Association (DRV). He pointed out that beyond major cities like Beijing and Shanghai, China offers many other spectacular destinations that remain relatively unfamiliar to foreigners. "The German tourism industry is facing new opportunities for growth, and the DRV hopes to further strengthen cooperation with China," he added.
Rabea Schwaz, Director of International Business Development at ITB Berlin, noted that a greater number of Chinese enterprises and organizations are participating this year, offering a wide array of travel products to customers. Thanks to visa-free policies, travelers can now embark on spontaneous trips at a moment's notice. Furthermore, China's ongoing efforts to facilitate convenient payment options have significantly boosted the willingness of foreign tourists to visit the country.