Silk Road tourism cam­paign launched in Toronto cen­tre

China Daily (Canada) - - FRONT PAGE - By NA LI in Toronto re­nali@chi­nadai­lyusa.com

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.

PRO­VIDED TO CHINA DAILY

The “Beau­ti­ful China-2017 Year of Silk Road Tourism” cam­paign at­tracts the gaze of peo­ple at Dundas Square in Down­town Toronto in early 2017.

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