From November 3rd to 11th, a series of events were held in France and the UK to promote Hubei tourism to the world as part of “Zhiyin Hubei, Majestic Yangtze”.
Events were held in Paris, London, and Oxford to promote Hubei tourism through a strong IP, expanding global partners, and bringing living intangible cultural heritage to Europe.
Creating a Strong IP to Promote Hubei Tourism
“To appreciate Tai Chi, you must come to China and Hubei!” In the China exhibition area of the World Travel Fair (WTM) in London, Zhang Li, director of the Chinese Tourism Office in London, warmly promoted Hubei in front of guests from the global tourism industry. The London World Travel Trade Fair is one of the world‘s largest and most influential professional travel exhibitions in the world, bringing together 5,000 tourism companies and institutions from 180 countries and regions.
At the World Travel Market, Wudang Kung Fu performances from Hubei appeared on the main stage of the China exhibition area multiple times. Each appearance attracted more guests taking pictures and vidoes, enthralled by the kung fu. In the Hubei exhibition area, there was an endless stream of guests who came to negotiate deals and learn more about Hubei.
“It’s good, I feel that Tai Chi is no longer a mystery, but a healthy exercise that can be experienced.” Loizo, a travel agent from South Africa, told reporters that he couldn‘t wait to organise a group of tourists to learn Tai Chi in Wudang Mountain, Hubei Province.
On the left bank of the Seine in Paris, the atmosphere in the Chinese Cultural Centre is warm, full of Hubei charm. The Hubei Cultural Tourism Paris Promotion Conference was held, promoting Hubei tourism along five themed routes: Shenwu Gorge, Magnificent Yangtze River, Jingchu Culture, Wuhan Citywalk, and Hubei Geological Tour.
The illustrated Shenwu Gorge routes and products displayed on the Hubei Yangtze River Tourism Passport particularly interested Jean-Louis Barandreau, former deputy secretary-general of the French Tourism Development Agency. He shared that Shenwu Gorge is very much in line with the interests and needs of French and European tourists, and is worth focusing on. At the promotion meeting, in the face of more than 100 local tourism guests, Jean-Louis Barandello solemnly introduced: “I am convinced that after seeing the route of Shenwu Gorge, you – like me – will understand why Hubei has everything needed to create a world-class destination!” ”
One of the many ambassadors for Hubei is Dolphin Treasure, a cute Yangtze finless porpoise mascot. The Yangtze finless porpoise is known as the “smiling angel” because of its lively temperament and unique mouth shape like a smile, it is found through the Yangtze river which crosses Hubei province. At a unique “I Smile with the Finless Porpoise” event in Paris coinciding with the Hubei International Finless Porpoise Conservation Day, Bulgarian travel agent Ellie told reporters that when she held the finless porpoise mascot for the first time, she didn’t’ want to put it down, it was so adorable.
As an important part of the world‘s great river ecosystem, the Yangtze finless porpoise is a vivid symbol of Hubei sharing the story of China‘s green development with the world. After learning about the story of the return of finless porpoises, after conservation efforts helped bring back the animal from the brink of extinction, French travel merchant Leo told reporters: “Such a story will move the world when they hear it.” He believes that finless porpoises are an international expression of Yangtze River culture and a beautiful story of symbiosis between man and water.
Expand Global Partners so the World Can See Hubei
On the evening of November 5th, the “Song of the Yangtze River” floated over the Thames in London from a Hubei Culture and Tourism Exchange Meeting held under the London Eye attended by more than 100 foreign guests.
The day before, at the World Travel Market in London, Hubei deeply attracted guests in the global tourism industry. When European travel agents wanted to consult cultural tourism products of “tourism + education + culture + transportation”, Hubei already has one-stop routes, prices and services all prepared as special international packages. Many guests later joined the Hubei Cultural Tourism UK Exchange Conference, hoping to negotiate further cooperation. Li Qiuqiong, representative of the European Travel Association (ETOA) Asia Pacific, believes that “Hubei has come to London with beautiful brand resources and a professional team to promote Hubei tourism to the world, in a very powerful way.”
Global partners don’t have to be limited to the travel and tourism sector. In a conference hall on the 5th floor of the British Galaxy Education Group (GGE), Gao Shangmei led a number of company managers to explore cooperation with the visiting Hubei cultural tourism delegation.
Headquartered in London, Galaxy Education Group currently owns many century-old schools such as Ruth College, Plymouth College, Malvern St. James’s School, and Durham Senior High School. The group currently has 18,000 students and more than 100,000 graduates. Nick, chairman of the British Galaxy Education Group, told reporters, “We have always encouraged British students to have a deeper understanding of China, and it is a very good way to travel and study in China.“
On November 7th, in the popular sixth arrondissement of Paris, the Hubei Cultural Tourism Paris Marketing and Promotion Center was unveiled. The center is the first local cultural tourism marketing and promotion center set up by Hubei in Europe, and was officially awarded by the Hubei Provincial Department of Culture and Tourism to the partner Les Maisons du Voyage in France. Relying on its distribution network and based in Paris, the partner will undertake the responsibilities of Hubei Cultural Tourism in local brand promotion and visitor source organisation, and enhance the international influence and tourist introduction ability of “Zhiyin Hubei“.
Product Director Fei Marie told reporters that in the future, the Hubei Cultural Tourism Paris Marketing and Promotion Center will be built into a window for the world to see Hubei and a bridge for Hubei to connect with the world.
Bringing Living Intangible Cultural Heritage to the World
In the classrooms of Oxford University, Hubei brought its living intangible cultural heritage for the campaign “Let the World Read China Along the Yangtze River”.
Students tried famous Enshi Yulu Hubei tea, joined in with Wudang Taiji, and smelled traditional Chuxiang fragrances. “Teaching people to punch, drinking a cup of tea after class, and smiling across language barriers are all vivid connections between the two ancient civilizations.” Humphrey Batten, an outstanding alumnus of the University of Oxford and winner of the 2019 International Science and Technology Award at the University of Oxford, told reporters.
Zhang Runyu, the intangible cultural heritage inheritor of Enshi Yulu Hubei tea and deputy general manager of Enshi Runbang International Selenium-rich Tea Industry Co., was keen on exploring the opportunities for Enshi Yulu in the European market and promote cooperation with local tea merchants.
Many travel companies were also keen to negotiate cooperation on the theme of tea. “We are designing a tea-themed Hubei tourism route for Hubei’s tea resources.” French travel merchant Martha told reporters.
Han Xue, the inheritor of Hubei’s intangible cultural heritage Chuxiang and chairman of Wuhan Yi Chuxiang Culture Communication Co., Ltd., is teaching localss from Oxford how to make Chuxiang. He explains the names of herbs one by one and shows off Chuxiang products: chime-shaped incense brands, phoenix bird pattern meridian incense combs, and sachets of herbs.
“Come to Hubei and make Chu Xiang. Chu Xiang reproduces the fragrant life of Hubei people’s clothing, food, housing and transportation.” Han Xue told reporters, “I hope to let the sweet fragrance of Chuxiang enter the daily life of more people”.
If you like this article, why not read: China Opens Largest Ever Stand at the London World Travel Market
