On September 5, the “Finest Cultural Gifts from China” Cultural and Tourism Trade Promotion Activity (Special Session for Wine Tour) was held in Yinchuan, Ningxia.
Themed on “Venturing Northwest: A Soulful Journey”, the event was dedicated to showcasing products such as wine-related goods, cultural and creative derivatives, as well as tourism souvenirs, routes, and destinations. 6 cultural and tourism enterprises from provinces (districts and municipalities) such as Ningxia, Gansu, Xinjiang, Hebei, and Shandong, as well as the Xinjiang Production and Construction Corps, introduced their wine products, cultural derivatives, and tourism routes and resources at the promotion activity. At the same time, guests visited chateaus, tourist attractions, and other cultural and tourism enterprises in Helan Mountain’s east foothill to learn about the integrated development of wine with tourism and culture, including the planning and layout, development strategies, and key tasks. They also gathered insights and best practices from various provinces (districts and municipalities).
The event was held both online and offline. Leveraging new media matrix resources, it was broadcast live through images and videos on Chinese and international social media platforms. The event attracted 2,620,000 online viewers, including 950,000 international viewers. At the event, many ambassadors and travel agents from ASEAN countries tasted high-quality wine from Ningxia. In addition to proposing wine procurement intentions on the spot, many travel agents said that they would strengthen the promotion of Chinese wine and tourism products with Wine theme after back to their countries.
This event was guided by the Department of Industrial Development of the Ministry of Culture and Tourism, supported by the ASEAN-China Center, hosted by the Department of Culture and Tourism of Ningxia Hui Autonomous Region, and organized by the China Tourism News and the Creative Industry Technology Research Institute of Renmin University of China. It aims to capitalize on the unique advantages of wine from Helan Mountain’s east foothill, which embodies “global appeal, international standards, Chinese style, and a deep connection to Ningxia”, to promote the scale expansion and structural optimization of China’s wine culture and tourism trade, and establish Ningxia as an international wine culture and tourism destination aligning with the world and engaging in global dialogues.
The participants of this event include relevant officials from the Department of Industrial Development of the Ministry of Culture and Tourism and the China-ASEAN Center, diplomats and travel business representatives from ASEAN countries, officials from cultural and tourism administrations and heads of cultural and tourism enterprises from some provinces, heads of operating agencies for national bases for international cultural trade, and media representatives.
It is understood that by integrating domestic and international resources as well as online and offline ones, the “Finest Cultural Gifts from China” Cultural and Tourism Trade Promotion Activity seeks to showcase, promote, and facilitate the trade of trade high-quality cultural and tourism products and services with distinct Chinese characteristics and styles that are well-received in the international market. It serves as a platform for exchange and cooperation between Chinese and foreign enterprises, expanding the cultural trade scale and optimizing the structure. Ultimately, the campaign aims to boost the international competitiveness and popularity of Chinese enterprises and brands.
Previously, ten special sessions have been held on various topics, including new business forms of culture and entertainment, high-quality performances, musical instruments, ceramic cultural and tourism and creative products, ice and snow equipment, digital culture equipment, and festival products. These sessions were met with enthusiasm and produced outstanding results.
Event site, photo provided by the organizers
