During the "Hi, China" Yunnan tour, international participants join in the local traditional "Face Painting Festival" in Puzhehei.

In an increasingly globalized world, the integration of culture and tourism has become a significant channel for international cultural exchange. The United Nations World Tourism Organization has put forward the Global Code of Ethics for Tourism to develop responsible and sustainable tourism, advocating for innovative ways to uncover the underlying value of cultural tourism. The report to the 20th National Congress of the Communist Party of China called to "encourage positive interplay between culture and tourism and advance deeper integration of the two sectors." This not only encapsulates China's experience in the development of cultural tourism, but also establishes a pathway for deeper alignment with global trends.

China boasts a long history and an ancient and diverse cultural tradition, endowed with abundant tourism resources. The "Hi, China" cultural exchange activity for international friends visiting China (hereafter referred to as the "Hi, China" event), launched by the China Intercontinental Communication Center, is an innovative practice in integrating culture and tourism for international communication and exchanges. By highlighting culture, the event has integrated the rich heritage of Chinese civilization into the well-planned itinerary, fostering deeply immersive experiences for the international participants. With short videos as the main medium, the international friends have shared their personal experiences — what they have seen, heard and felt in China — with a global audience, building a digital bridge for cross-cultural communication.

Promoting tourism with culture

The essence of integrating culture with tourism is to infuse cultural elements into the appreciation of natural landscapes, turning every journey into a conversation across civilizations. Guided by this principle, the "Hi, China" event has curated immersive journeys based on regional cultures across Shaanxi Province, Jilin Province, Yunnan Province, Beijing, and beyond. These deeply engaging routes have enabled international participants to personally feel the profound depth and enduring warmth of Chinese civilization.