Co­op­er­a­tion key to Sino-European tourism

China Daily European Weekly - - Advertorial -

Bei­jing author­i­ties sign part­ner­ship agree­ments with Greece, pro­mote the Chi­nese cap­i­tal’s cul­tural, his­tor­i­cal at­trac­tions

pro­vide con­sult­ing ser­vices re­lated to mu­tual tourism mar­kets.

Zhang Hui, di­rec­tor of the tourism depart­ment of Bei­jing Jiao­tong Univer­sity, said tourism in China has shifted its role from a pri­mary fo­cus on for­eign af­fairs to a mar­ket ori­en­ta­tion in its past 40 years of rapid de­vel­op­ment.

“More and more peo­ple have come to re­al­ize the effect of tourism and its great com­pre­hen­sive ben­e­fit to the econ­omy, so­ci­ety and environment,” Zhang said.

Bei­jing, the po­lit­i­cal and cul­tural heart of China, plays an es­pe­cially large role in the coun­try’s tourism.

In re­cent years, the city has strived to de­velop tourism through the de­vel­op­ment of cul­ture and tech­nol­ogy, and has also made efforts to im­prove the environment, be­hav­ior of its cit­i­zens and avail­abil­ity of pub­lic ser­vices.

Liu Lang, gen­eral man­ager of a restau­rant at Guang­wai Street, Xicheng dis­trict in Bei­jing, has vol­un­teered to clean the street with his staff since last year.

“Our restau­rant has been in this street for more than 10 years,” Liu said. “It is clear that the environment is get­ting bet­ter and bet­ter and the clean­li­ness and beauty of the streets are owed to the efforts of ev­ery­one.”

In ad­di­tion, the Bei­jing govern­ment has con­tin­ued to im­prove air qual­ity through smog man­age­ment, aim­ing to cre­ate a bet­ter environment for res­i­dents and pro­vide a bet­ter ex­pe­ri­ence for visi­tors.

Peo­ple have lived on the site of mod­ern day Bei­jing for more than 3,000 years, and the area is home to an early ex­am­ple of Home erec­tus, known as Pek­ing Man. It served as cap­i­tal of the Liao (916-1125), Jin (1115-1234), Yuan (1271-1368), Ming (1368-1644) and Qing (1644-1911) dy­nas­ties and be­came the cap­i­tal of mod­ern China af­ter the found­ing of the Peo­ple’s Repub­lic of China in 1949.

The cap­i­tal’s his­tory is mir­rored in the spec­tac­u­lar ar­chi­tec­ture of its palaces, tem­ples and parks, and many of which are con­sid­ered the cul­tural her­itage of China and the world.

The For­bid­den City, the Tem­ple of Heaven and the Sum­mer Palace are listed by the United Na­tions as World Cul­tural Her­itage Sites.

There are also many at­trac­tions such as the fa­mous sec­tions of the Great Wall in­clud­ing Badal­ing, Mu­tianyu and Si­matai, and the world’s largest court­yard house, Prince Gong’s Palace.

Wei Xiaoan, chief ex­pert of the World Tourism Cities Fed­er­a­tion, said China’s tra­di­tional cul­tural re­sources are ex­tremely rich, and cul­tural re­sources are the top pri­or­ity for at­tract­ing for­eign tourists.

With the de­vel­op­ment of tourism, the prod­uct is grad­u­ally en­riched, and the in­tan­gi­ble cul­tural her­itage is widely re­spected, he said.

“This process is al­ways ac­com­pa­nied by cul­ture and tourism, and even nat­u­ral scenic spots are try­ing to high­light cul­tural fea­tures.”

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