From October 26 to 31, the "Welcome to Charming Hunan" promotional delegation visited Australia and New Zealand for cultural tourism promotion and industrial exchanges. The delegation consisted of government representatives from the Hunan Provincial Department of Culture and Tourism, Hengyang, Yueyang, and other places, as well as enterprise and industry representatives from the Legend Cultural Tourism, the Digital Culture and Tourism Industry Association, and others. Through meetings, brand promotions, and project visits, the delegation thoroughly showcased Hunan's distinctive cultural and tourism resources and products, continuously enhancing the visibility and appeal of the "Welcome to Charming Hunan" and "More Than Wonder" brands.

Driven by policies such as the 240-hour visa-free transit, the number of Australian visitors to Hunan reached 27,467 in the first three quarters of this year, an increase of 57.9% on a comparable basis. On the morning of October 27 local time, the Hunan Culture and Tourism Promotion Forum in Australia was held in Sydney, with the theme of "Welcome to Charming Hunan." Le Liwen, cultural counselor of the Chinese Consulate General in Sydney; Charles Chen, deputy lord mayor of City of Parramatta, Australia; and Liao Jian, member of the CPC Leadership Group and deputy director of the Hunan Provincial Department of Culture and Tourism, attended the event and delivered speeches. Xie Hong, vice mayor of Hengyang Municipal People's Government, gave a special presentation on Hengyang's culture and tourism. Representatives from Australian cultural and tourism associations, travel agencies, scholars in the cultural and tourism field, and media outlets attended the promotion event. 

The Hunan Culture and Tourism Promotion Forum in Australia is held in Sydney.

At the event, Hunan's five cultural and tourism calling cards were promoted, along with Hunan's intangible cultural heritage, specialty cuisine, premium travel routes, and entry support policies. In-depth experiential products tailored for Australian tourists were also introduced to the Australian side. A representative from Australia's LANORA Travel Agency shared insights on local market operations, and travel influencer Richie Aitoa recounted his trip in Hunan. During the panel discussion, guests engaged in in-depth exchanges on topics such as cooperation in the cultural and tourism industries, two-way exchanges of cultural tourism talent, and the cultivation of new digital cultural tourism business formats.

A signing ceremony for strategic cooperation in cultural tourism was also held at the event. Hunan Youhuo Cultural Tourism Development Co., Ltd. signed an agreement with Australia's Double R Pty Ltd travel agency, and Legend Cultural Development Group signed an agreement with Australia's LANORA Travel Agency. The signatories will engage in long-term, practical cooperation in areas such as mutual tourist exchange, joint development of travel routes, market promotion, and product development.

A signing ceremony for strategic cooperation in cultural tourism is held during the Hunan Culture and Tourism Promotion Forum in Australia.

At the promotion event, Liao Jian expressed the hope that Hunan's cultural and tourism industries would strengthen connections with the Australian side, deepen mutual tourist exchanges, industrial integration, and cultural mutual learning, draw on Australia's advanced experience in cultural and tourism development, advance cooperation in projects, products, and talent, carry out diverse cultural exchanges, and achieve mutual benefit and win-win outcomes.

In the first three quarters, the number of New Zealand tourists visiting Hunan increased by 19.7% year on year, and Hunan's natural ecology, intangible cultural heritage experiences, and specialty cuisine have become increasingly popular among New Zealand visitors. On the afternoon of October 29 local time, the Hunan Culture and Tourism Promotion Forum in New Zealand was held at the Parliament House in Wellington, with the theme of "Welcome to Charming Hunan." Xie Yongjun, deputy head of mission and minister-counselor of the Embassy of China in New Zealand, and Nancy Lu, member of Parliament from the New Zealand National Party, attended and delivered speeches, and Xu Tong, director of the China Cultural Centre in Wellington, attended the event. Diplomatic envoys to New Zealand from Russia, Peru and other countries were invited to the event. Heads of multicultural institutions including the Oscar-winner Weta Workshop, and representatives from the overseas Chinese community, as well as New Zealand's cultural tourism, education, convention and exhibition, and travel sectors participated.

The Hunan Culture and Tourism Promotion Forum in New Zealand is held in Wellington, with the theme of "Welcome to Charming Hunan."

The event vividly presented Hunan's beautiful natural scenery, profound historical heritage, rich intangible cultural heritage resources, and vibrant folk customs from a comprehensive and multifaceted perspective through diverse forms such as distinctive cultural performances, on-site displays of intangible cultural heritage items, and special presentations on cultural and tourism resources. It showcased the high-quality achievements of Hunan's cultural and tourism industries and sincerely invited overseas friends to visit Hunan and appreciate its beauty.

During the exchange session, Chinese and foreign guests fostered friendship and discussed cooperation. They engaged in in-depth discussions on the sharing of cultural and tourism resources, mutual tourist exchanges, industrial project matchmaking, and people-to-people and cultural exchanges and mutual learning, actively exploring new paths and opportunities for cultural, tourism, economic, and trade cooperation between the two places. Many locals in New Zealand attended the event, immersing themselves in fine traditional Chinese culture and Hunan's distinctive charm.

At the event, Hunan Overseas Travel Co., Ltd. signed a strategic cooperation agreement with Hello Hidden China Limited from New Zealand. The two sides will rely on their respective advantages to jointly develop Hunan-related inbound tourism products targeting the New Zealand market, engage in mutual tourist exchanges, jointly promote travel itineraries, and coordinate cultural and tourism promotional efforts. They will jointly tell the story of "Welcome to Charming Hunan," continuously expand Hunan's inbound tourist channels in New Zealand, and deepen cultural and tourism exchanges and cooperation between China and New Zealand.

A signing ceremony is held during the Hunan Culture and Tourism Promotion Forum in New Zealand, with the theme of "Welcome to Charming Hunan."

During the event, the delegation also visited the Visit Victoria; the China National Tourist Office in Sydney; the Darling Harbour, a waterfront cultural and tourism complex in Sydney; the Australian Dairy Park; and, the China Cultural Centre in Wellington, among others. The delegation made an on-site visit to Weta Workshop to learn about its development achievements in visual effects and immersive cultural and tourism creative fields. All parties engaged in in-depth exchanges on topics such as mutual tourist exchanges, joint development of travel routes, the meetings, incentives, conferences and exhibitions (MICE) tourism, and study tour cooperation, and discussed integrated development of culture, tourism, and commerce as well as innovative cooperation in digital cultural and tourism.

Moving forward, the Hunan Provincial Department of Culture and Tourism will continue to leverage various platforms for international exchange to foster ongoing cultural and tourism exchanges between China and Australia, as well as between China and New Zealand. It will establish two-way communication channels to attract more overseas visitors to Hunan for sightseeing, study tours, and investment opportunities, thereby continuing to write a new chapter between Hunan and Australia and New Zealand in cultural exchanges, mutually beneficial economic and trade cooperation, and people-to-people bonds.

All photos above were provided by the Hunan Provincial Department of Culture and Tourism.

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

Translator: Xiao Juan

Chinese source: Voice of Hunan