Silk Road tourism campaign launched in Toronto centre
On the first day of 2017, an advertising campaign titled “2017 Year of Silk Road Tourism-China Beyond Your Imagination” caught the attention of passersby on Dundas Square in downtown Toronto.
A key part of global marketing for China tourism, the promotion launched by the China National Tourism Administration (CNTA) highlights the themes of “Beautiful China” and “Silk Road Tourism”. The same campaign was launched simultaneously in more than 20 countries, including the US, UK, France, Germany, Russia, Japan and South Korea.
“We will strive to make the ‘Beautiful China’ tourism image clear and attractive, demonstrating the variety of China’s tourist resources and destinations, especially along the ancient but dynamic Silk Road and Maritime Silk Road,” said Xu Yan, director of CNTO in Toronto.
According to Xu, the advertising campaign will run for five weeks, spanning the Christmas, New Year’s and Chinese Spring Festival holiday seasons.
A series of marketing and promotional activities will follow throughout the entire year, including “Beautiful China, Happy Spring Festival” promotions in Toronto, Vancouver and Montreal in February, “China Tourism Day Showcase and Celebration” on May 19 and grand “Beautiful China – World Heritage” in late September.
A package of traveling exhibitions and road shows will visit Vancouver, Calgary, Edmonton, Ottawa and Montreal, as well.
CNTA will also organize visits by tour operators and travel journalists to China for further marketing opportunities.
“We intend to tap the great potential between China and Canada, and push bilateral tourism cooperation to a new level,” said Xu.
In recent years, China and Canada have made great strides in tourism cooperation and cultural exchanges.
In 2015, the total number of tourist visits between the two countries was over 1.2 million. In the first three quarters of 2016, this number has jumped over 1 million, a dramatic increase of 15.6 percent.
China has become Canada’s largest tourist destination in Asia and also ranked the third-largest tourist generating market to Canada. Today there are 13 Chinese cities with non-stop direct flights to Canada.
The “Beautiful China-2017 Year of Silk Road Tourism” campaign attracts the gaze of people at Dundas Square in Downtown Toronto in early 2017.