Boundless journey, Harmonious CIFTIS— 2025 Global Culture and Tourism Promotion Conference and GALA PARTY was Successfully Held

September 12, 2025 — 2025 Global Culture & Tourism Promotion Conference and GALA PARTY was successfully held at SoReal Kehuan Paradise, Shougang Park, Beijing. As one of the international activities of the 2025 China International Fair for Trade in Services (CIFTIS), the event embraced the core concept of “Boundless journey, Harmonious CIFTIS,” upholding a posture of equal dialogue among global civilizations, and was dedicated to building a high-standard international platform for deep integration of cultural exchanges and industrial cooperation.

The event was co-hosted by the Beijing International Trade in Services Center and the China Federation of Economic Media, with collaboration from 15 foreign embassies in China (the offices of national tourism agencies and culture ministries or cultural centers in China) and the China Association of Travel Services. Government leaders, diplomatic envoys, enterprise representatives, and industry experts gathered to discuss the integration of global cultural tourism industries and seek new development opportunities.

Building Bridges via Culture & Tourism, A Two-Way Journey

Culture and tourism serve not only as vital links for understanding among peoples and integration of cultures, but also as among the most important channels for sustainable cooperation in trade and economics. At the conference, Jiang Shangyuan, Secretary General of the China Federation of Economic Media, said that under the concept “Boundless journey, Harmonious CIFTIS,” culture and tourism should serve as bridges to promote equal dialogue and vibrant collisions among different civilizations, letting the vision of “prosper individually and collectively” become reality.

Du Xianzhong, President of the China Association of Travel Services, in his address cited the latest 2024 Global Tourism Barometer from the United Nations World Tourism Organization (UNWTO), saying that international tourist arrivals globally in 2024 have recovered to over 95% of the 2019 level. The cultural-tourism industry’s direct and indirect contributions to global GDP now exceed USD 7 trillion, accounting for about 8% of global GDP, with more than 330 million jobs supported — about one-tenth of global employment. Those figures confirm cultural tourism’s core value as both a stabilizer and accelerator of global economic growth. Du said tourism is not only a vital engine of economic growth, but also an important force in fostering civilizational dialogue and enhancing friendship among people around the world: “We are pleased to see more countries showcasing their unique charms through culture and tourism, more Chinese enterprises going global to embrace the world, and we will continue to serve as a bridge facilitating bilateral journeys and mutually beneficial global cultural tourism cooperation.”

To inject lasting momentum into global cultural-tourism cooperation, the Global Culture & Tourism Promotion Project, jointly initiated by the China International Fair for Trade in Services and the Global National Culture & Tourism Promotion Conference, was officially launched on site together with the first 15 countries. Over the coming year, this project will successively promote the cultural and tourism resources of over 80 countries, and will introduce a “Couple Plan between China and foreign Culture and Tourism” selecting scenic spots and regional cultures with Chinese characteristics to build a community with a shared future in global cultural tourism.

Promotions from 15 Countries, A Splendid Showcase

This event served not only as a stage for displaying diverse cultures but also as a starting point for cross-sector cooperation and shared future gains. As a highlight of this conference, ambassadors, diplomatic envoys, and heads of culture/tourism offices from foreign countries took the stage to conduct national theme presentations. Beautiful visuals and moving music intertwined, allowing guests to immerse themselves in each country’s distinct cultural charms and tourism landscapes.

Nick Henderson, the Regional General Manager of Tourism Australia, noted that from July 2024 to June 2025, the number of Chinese tourists to Australia grew by 19%. Tourism Australia works closely with airlines, online travel platforms, travel agencies, and media to ensure smooth travel experiences. “Looking ahead, our focus remains clear to keep listening, adapting and innovative alongside our Chinese friends. We'll continue to build our partnerships, improving access to the market and delivering more personalized experiences,” said Nick Henderson.

José Julio Gómez Beato, Ambassador of the Dominican Republic to China, said tourism is a vital component of the Dominican Republic’s economy. Since the beginning of this year, over 5 million tourists have arrived in the Dominican Republic by air or sea. He noted that beyond beaches and scenic coastlines, the country is also developing academic tourism and award tourism.

Fazeel Najeeb, Ambassador of the Republic of Maldives to China, introduced the Maldives’ rich biodiversity and tourism resources that cater to different consumer segments. Last year, the Maldives welcomed more than 260,000 Chinese tourists, ranking first in South Asia. He called for more investment from Chinese private sector into tourism and other sectors, inviting Chinese entrepreneurs, business groups, hoteliers, and financial service providers to engage in Maldives.

John Busuttil, Ambassador of the Republic of Malta to China, said that in 2024, Malta received about 3.56 million tourists; total tourism expenditure reached EUR 3.3 billion, with tourist arrivals up 19.5% over 2023. The tourism sector has generated thousands of jobs across hotel, retail, transport sectors, and contributed significantly to government revenues. The Maltese government is promoting cultural tourism and medical tourism, aiming to diversify the sector and attract higher-spending visitors.

Majintha Jayesinghe, Ambassador of the Democratic Socialist Republic of Sri Lanka to China, said China is one of Sri Lanka’s major trade partners. Beyond economic ties, tourism plays a vital part in interaction between Sri Lanka and people of China and the world. Sri Lanka values its long-standing friendship and cooperation with China; these tourism ties foster meaningful opportunities to further strengthen bilateral relations in trade, investment, and tourism.

Maimona A.M.Khalid, Chargé d'Affaires, a.i. of Embassy of the Republic of the Sudan, said that for a long time China has been Sudan’s biggest trade partner and a key foreign investor in many important sectors. Sudan warmly invites Chinese friends and enterprises to explore tourism infrastructure investment opportunities. Looking ahead, Sudan is committed to working with China and other international partners to promote cultural diversity, sustainable tourism, and inclusive development.

Derek Lambe, Economic Counsellor of the Embassy of Ireland, described Ireland as known for its scenic beauty, hospitality, literature and music, its vibrant cities and world class golf and racing centres. “Ireland is very easy to get to for Chinese people … it's visas are processed very quickly and efficiently. We cordially welcome Chinese tourists to Ireland,” he said.

Wei Feifei, Manager of Korea Tourism Organization, said that from January to July this year, more than three million Chinese tourists visited Korea. In recent years, Korea’s tourism has developed many new highlights. From September 29, 2025 to June 30, 2026, the Korean government will pilot visa-exemption policy for Chinese group tourists (three or more people), making it easier for more Chinese people to visit Korea.

Jorge Rubio Navarro, Tourism Counsellor at the Embassy of Spain in China, said that this summer there were 61 direct flights per week between China and Spain — nearly twice the number in 2019. Chinese tourists can see signage in Chinese, enjoy better tax-refund services, and widely use Alipay and WeChat Pay. He said this conference will further bring the two countries closer and promote sustainable, reciprocal, and enriched tourism development.

Salim AIT BELHADJ, Economic Counsellor of the Embassy of the Kingdom of Morocco, said Morocco is considered one of the most dynamic economies in Africa and the Mediterranean region, with its service sector and digitalization playing central roles in its transformation. Morocco is committed to tourism development and has established Africa’s first office of the United Nations World Tourism Organization. The Moroccan Embassy is ready to work with friends in China to deepen cooperation in service trade, digitalization, and tourism.

Hutomo Bayu, Representative of the Embassy of the Republic of Indonesia, introduced that Indonesia has 17,000 islands, 700 ethnic tribes, 300 spoken languages. Indonesia receives over one million tourists annually; tourism within Indonesia is very accessible. “We welcome ideas and opportunities from all, always ready to connect,” Hutomo Bayu said.

Dr. Natalia Kvachadze, Representative of the Georgian Embassy in China, said that Georgia hosted about 7.3 million international tourists in 2024, while Chinese tourists accounted for only about 1%, indicating vast untapped cooperation potential. Georgia looks forward to joint promotion, project development, bespoke tourism, and investment collaboration with China.

Mutual Learning of Civilizations, Winning a Shared Future

As one of the cultural exchange highlights of the conference, multiple multicultural performances lit up the stage. Among them, the Taekwondo Demonstration Team from the Korea Cultural Center presented a display of professional skill and international perspective — showcasing not only the vigorous charm of Taekwondo but also serving as an important bridge in China-Korea cultural exchange.

The themed show by He Yu Fang, interpreted modern Eastern aesthetics in its depth and vitality through exquisite craftsmanship combined with international fashion elements.

Meanwhile, the Diplomatic and Business GALA PARTY ran in parallel. Ambassadors and guests visited exhibition area representing different nations, enjoying food and products. Attendees enjoyed traditional Chinese pastries from Suzhou Daoxiangcun, Ceylon tea from Sri Lanka, and stopped by the Cellcosmet booth, adding warmth and vitality to Sino-foreign exchange.

The event also deeply integrated culture and technology. DEEP Robotics, a benchmark “Little Giant” specialized and innovative enterprise who gains its high reputation in Hangzhou, presented a marvelous robotic dog performance and VR experience, showcasing its latest technical achievements.

The participants at this conference forged consensus, looking forward to using this event as a significant opportunity. With culture and tourism as pen, and the trade in services as paint, they jointly draw a new picture on the global cultural and tourism landscape—one that spans mountains and seas, resonates in harmony, and leads to shared success.