Crossing Mountains and Seas, Harmonizing with CIFTIS: 2025 Global Culture and Tourism Promotion Conference & "Crossing Mountains and Seas · Diplomatic and Business GALA PARTY" Successfully Held

On September 12, the 2025 Global Culture and Tourism Promotion Conference & "Crossing Mountains and Seas · Diplomatic and Business GALA PARTY" was successfully held at the Shougang No.1 Blast Furnace · SoReal Science Fiction Paradise in Beijing. As one of the international events of the 2025 China International Fair for Trade in Services (CIFTIS), the conference was guided by the core concept of "Crossing Mountains and Seas, Harmonizing with CIFTIS". Embracing a spirit of equal dialogue among global civilizations, it was dedicated to building a high-level international platform that deeply integrates people-to-people exchanges with industrial cooperation.

Scene from the conference.

The event was co-hosted by the Beijing International Service Trade Affairs Center and the China Federation of Economic Media, with the support of 15 embassies (national tourism board representative offices and cultural centers) in China and the China Association of Travel Services. Government officials, diplomatic envoys, business representatives, and industry experts gathered to discuss the integration of global culture and tourism industries and explore cooperative development in a distinctive and engaging manner.

Building Bridges Through Culture and Tourism, A Two-Way Exchange

Culture and tourism are not only vital bridges for people-to-people connectivity and cultural integration but also essential platforms for sustainable economic and trade cooperation.

Jiang Shangyuan, Secretary-General of the China Federation of Economic Media, stated at the conference that the event, guided by the philosophy of "Crossing Mountains and Seas, Harmonizing with CIFTIS," aims to use culture and tourism as a bridge to foster equal dialogue and vibrant cultural exchange among civilizations, bringing the vision of "each shining with its own beauty and sharing that beauty in harmony" closer to reality.

Jiang Shangyuan, Secretary-General of the China Federation of Economic Media.

Du Xianzhong, President of the China Association of Travel Services, noted in his address that according to the 2024 UNWTO World Tourism Barometer released by the United Nations World Tourism Organization (UNWTO), global international tourist arrivals in 2024 recovered to over 95% of 2019 levels. The culture and tourism industry's combined direct and indirect contribution to global GDP exceeded $7 trillion, accounting for 8% of global GDP, and supported over 330 million jobs worldwide, or one-tenth of total employment. These figures proves the core value of culture and tourism industry as a "stabilizer" and "booster" of global economic growth. "The culture and tourism industry is not only a major engine of economic growth but also a vital force for promoting dialogue among civilizations and enhancing friendship among peoples around the world," he said. "We are delighted to see more and more countries showcasing their unique charm through culture and tourism, and more Chinese enterprises going global. We will continue to play a bridging role in building a new pattern of mutually beneficial global cultural and tourism cooperation."

Du Xianzhong, President of the China Association of Travel Services.

To inject sustained momentum into global cultural and tourism cooperation, the Global Culture and Tourism Promotion Program, jointly initiated by CIFTIS and the Global Culture and Tourism Promotion Conference, was officially launched at the event. The program commenced a new chapter of China-foreign cultural and tourism collaboration with 15 participating countries. Over the coming year, the program will successively promote cultural and tourism resources from more than 80 countries and will also introduce the "China-Foreign Culture and Tourism CP Co-Development Initiative," selecting distinctive Chinese scenic areas and regional cultures to actively build a global cultural and tourism ecological community.

Official launch of the Global National Culture and Tourism Promotion Program.

Enthralling Promotions from 15 Countries

The conference served both as a stage for showcasing diverse cultures and a starting point for cross-sector cooperation and shared future. As the highlight of the conference, ambassadors, diplomatic envoys, and heads of national tourism offices took turns delivering country promotions. Stunning visuals intertwined with moving music, immersing the audience in the unique cultural charm and tourist appeal of each nation.

Nick Henderson, General Manager of Greater China at Tourism Australia, noted that Chinese visitor arrivals to Australia grew by 19% from July 2024 to June 2025. Tourism Australia maintains close cooperation with airlines, online travel platforms, travel agencies, and media to ensure smooth travel experiences. "Looking ahead, we will continue to listen, adapt, and innovate as we move forward with our Chinese partners," Henderson said. "We will continue to deepen partnerships, enhance convenience, and deliver more personalized experiences."

Nick Henderson, General Manager of Greater China at Tourism Australia.

His Excellency José Gómez, Ambassador of the Dominican Republic to China, stated that tourism is a vital component of the Dominican Republic's economy. Over 5 million tourists have arrived in the Dominican Republic by air or sea this year. Beyond its beaches and stunning coastlines, the country is also developing academic tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism.

His Excellency José Gómez, Ambassador of the Dominican Republic to China.

His Excellency Fazeel Najeeb, Ambassador of the Republic of Maldives to China, introduced the Maldives' rich biodiversity and tourism resources catering to all spending levels. The Maldives received over 260,000 Chinese tourists last year, ranking first in South Asia. The Maldives needs more private Chinese capital to invest in tourism and other sectors, and offers investment platforms for Chinese entrepreneurs, business groups, the hospitality industry, and financial services.

His Excellency Fazeel Najeeb, Ambassador of the Republic of Maldives to China.

His Excellency John Busuttil, Ambassador of the Republic of Malta to China, said that Malta received 3.56 million tourist arrivals in 2024, with total tourism expenditure reaching €3.3 billion, representing a 19.5% increase over 2023. Tourism has created thousands of jobs across hotels, retail, transport, and other sectors, while also generating substantial fiscal revenue for the government. The Maltese government is promoting cultural and medical tourism to diversify the tourism sector and attract higher-spending visitors.

His Excellency John Busuttil, Ambassador of the Republic of Malta to China.

His Excellency Majintha Joseph Priye Jayesinghe, Ambassador of the Democratic Socialist Republic of Sri Lanka to China, stated that China is one of Sri Lanka's major trading partners. Beyond economic ties, tourism is a key pillar of interaction between Sri Lanka and China and the rest of the world. Sri Lanka values its long-standing friendship and cooperation with China, and this trade cooperation will provide meaningful opportunities to further strengthen bilateral relations in trade, investment, and tourism.

His Excellency Majintha Joseph Priye Jayesinghe, Ambassador of the Democratic Socialist Republic of Sri Lanka to China.

Her Excellency Maimona Khalid, Ambassador of the Republic of the Sudan to China, said that China has long been Sudan's largest trading partner and a major foreign investor in various key sectors. Sudan warmly invites Chinese friends and enterprises to explore investment opportunities in Sudan's tourism infrastructure. Looking ahead, Sudan is committed to working with China and other international partners to promote cultural diversity, sustainable tourism, and inclusive development.

Her Excellency Maimona Khalid, Ambassador of the Republic of the Sudan to China.

Derek Lambe, Economic Counsellor at the Embassy of Ireland in China, noted that Ireland is renowned for its beautiful scenery, hospitable people, literature, and music, offering both vibrant cities and world-class golf courses and equestrian centers. "For Chinese tourists, Ireland is very accessible, with fast and efficient visa processing," Lambe said. "We warmly welcome Chinese tourists to visit Ireland."

Derek Lambe, Economic Counsellor at the Embassy of Ireland in China.

Wei Feifei, Manager at the Korea Tourism Organization (KTO), said that from January to July this year, Chinese visitors to South Korea exceeded 3 million. In recent years, South Korean tourism has seen many new highlights. From September 29 this year to June 30 next year, the South Korean government will pilot a visa-free entry policy for Chinese group tourists (3 or more persons), making it more convenient for Chinese visitors to travel to South Korea.

Wei Feifei, Manager at the Korea Tourism Organization (KTO).

Jorge Rubio, Tourism Counsellor at the Embassy of Spain in China, said that this summer, 61 direct flights operate weekly between China and Spain, nearly double the number in 2019. Chinese tourists in Spain can find signs in Chinese, enjoy improved tax refund services, and widely use Alipay and WeChat Pay. This forum will further bring the two countries closer together and promote sustainable, mutually beneficial, and enriching tourism development.

Jorge Rubio, Tourism Counsellor at the Embassy of Spain in China.

Salim AIT Belhadj, Economic Counsellor at the Embassy of the Kingdom of Morocco in China, stated that Morocco is considered one of the most dynamic economies in Africa and the Mediterranean region, with its services sector and digitalization playing a central role in its transformation. Morocco is committed to tourism development and establishes the first UN Tourism regional office in Africa. The Embassy of the Kingdom of Morocco stands ready to work hand in hand with Chinese friends to deepen cooperation in services trade, digitalization and tourism.

Salim AIT Belhadj, Economic Counsellor at the Embassy of the Kingdom of Morocco in China.

Hu Baiyu, Representative of the Embassy of the Republic of Indonesia in China, introduced that Indonesia comprises 17,000 islands, 700 ethnic groups, and 300 spoken languages. Indonesia receives over 1 million tourists annually, and it’s convenient to travel. "Feel free to contact us at any time—we are always open to new ideas and new opportunities," Hu Baiyu said.

Hu Baiyu, Representative of the Embassy of the Republic of Indonesia in China.

Natalia Kvachadze, Representative of the Embassy of Georgia in China, said that Georgia received 7.3 million international tourist arrivals in 2024, yet Chinese tourists accounted for only 1% of that total, signaling significant opportunities for cooperation. Georgia looks forward to joint promotions, project development, customized tours, and investment cooperation with China.

Natali Kovatsadze, Representative of the Embassy of Georgia in China.

Mutual Learning Among Civilizations, A Shared Future

As one of the cultural exchange highlights of the conference, multicultural performances brought vibrant energy to the stage, creating a rich atmosphere of "sharing beauty in harmony."

The Korean Cultural Center in China's Taekwondo demonstration team delivered a professional and internationally-minded taekwondo performance, showcasing the dynamic appeal of the martial art while serving as an important bridge for Korea-China cultural exchange.

Taekwondo performance scene.

The "Heyu Fang" themed fashion show, "Eastern Silhouette · Boundless Rose," combined exquisite craftsmanship with international fashion elements, interpreting the depth and vitality of modern Eastern aesthetics.

Heyu Fang themed fashion show scene.

In addition, the Diplomatic and Business GALA PARTY was held simultaneously, where ambassadors and other diplomatic envoys, along with guests, explored booths featuring various national characteristics, embarking on a journey of culinary and specialty product experiences amid in-depth and friendly exchanges. Guests not only sampled traditional Chinese pastries from Suzhou Daoxiangcun and Sri Lankan Ceylon tea but also visited the Swiss Cellcosmet booth, experiencing the unique charm of diverse cultures and specialty products up close, adding warmth and vitality to China-foreign exchanges.

The event also deeply integrated "culture + technology." Deep Robotics, a Chinese specialized and sophisticated "little giant" enterprise and one of the acclaimed "Six Little Dragons of Hangzhou," brought impressive robot dog performances and VR experiences, showcasing its latest technological achievements.

Exhibition booths at the Diplomatic and Business GALA PARTY.

With "culture and tourism as the brush and CIFTIS as the ink," the conference brought participants together in consensus, looking forward to seizing this important opportunity to jointly paint a new picture of cross-border collaboration and shared success on the global cultural and tourism map. (Photos provided by the event organizers.)