From January 21 to 25, a delegation from the Hunan Provincial Department of Culture and Tourism conducted promotion activities in Spain and Portugal to further expand the Hunan tourism market in Europe. The delegation participated in the 2026 FITUR international tourism exhibition in Madrid, Spain and hosted a symposium titled "Welcome to Charming Hunan" as well as a photo exhibition in Lisbon, Portugal.

A staff member distributes materials to Spanish travel agents and briefs them on Hunan's cultural and tourism resources. (Photo provided by the Hunan Provincial Department of Culture and Tourism)

During the event, the delegation showcased Hunan's diverse tourism offerings through exhibition booths, informational materials, professional presentations, business negotiations, and meetings, presenting the unique charm of Hunan's tourism brand. Throughout the promotional tour, the delegation also held meetings and exchanged views with relevant leaders and business representatives from Spain and Portugal to explore opportunities for further cooperation.

Attendees admire photos displaying Hunan's cultural tourism resources. (Photo provided by the Hunan Provincial Department of Culture and Tourism) 

A Hunan-based travel agency signed a cooperative framework agreement with a Portugal-based counterpart. The two sides will carry out practical cooperation in areas such as product development and mutual tourism exchanges.

This promotional campaign marks the first targeted marketing initiative launched by Hunan's cultural and tourism sector in 2026, specifically targeting key inbound tourist markets in Europe. The event has effectively created more room for cooperation and has significantly enhanced the influence of Hunan's cultural and tourism offerings across Europe.

This article is from the Hunan Provincial Government www.enghunan.gov.cn.

Translator: Xiao Juan

Chinese source: Voice of Hunan