The leadership of UN Tourism has successfully concluded a high-profile visit to China, reinforcing strategic partnerships and advancing sustainable tourism initiatives across key regions. The visit by Secretary-General Zurab Pololikashvili featured engagements with senior government officials, industry leaders, and international development agencies, further deepening UN Tourism’s collaboration with China.
The visit marks a milestone in UN Tourism’s partnership with China, underscoring the shared vision of advancing sustainable tourism and economic progress worldwide.
UN Tourism Secretary-General Zurab Pololikashvili says: “China stands as one of the world’s true tourism leaders, both as a source market and as a destination in its own right. At both the public and private level, China is leading from the front in the digital transformation of the sector while also supporting it to become a pillar of international sustainable development.”
At both the public and private level, China is leading from the front in the digital transformation of the sector while also supporting it to become a pillar of international sustainable development
Throughout the visit, the Secretary-General reiterated UN Tourism’s support for China’s Global Development Initiative (GDI) and the vision of a Community with a Shared Future for Mankind. In line with President Xi Jinping’s emphasis on global solidarity, UN Tourism remains committed to fostering inclusive, innovative, and partnership-driven frameworks that align with the UN 2030 Sustainable Development Goals.
The Secretary-General engaged with the China International Development Cooperation Agency (CIDCA) to explore future collaboration on Chinese Government-funded projects that aim to support UN Tourism Member States, focusing on sustainable development and tourism-related initiatives. In all three bilateral meetings with Shanghai, Hainan, and CIDCA, the Secretary-General highlighted the significance of GDI and the Community with a Shared Future for Mankind, both proposed by President Xi Jinping. UN Tourism strongly recognizes GDI’s vital role in promoting inclusive, innovative, and partnership-driven frameworks that support the UN 2030 Sustainable Development Goals. The Secretary-General echoed President Xi Jinping’s belief that “solidarity is strength, but division leads nowhere”, emphasizing that global cooperation leads to shared success and sustainable development.
During meetings with senior officials in Shanghai, including Chen Jining, Member of the Politburo of the Communist Party of China (CPC) Central Committee and Secretary of the Shanghai Municipal Committee, the Secretary-General reaffirmed the commitment to regional tourism development. Discussions emphasized sustainable tourism growth, digital transformation, and investment opportunities, setting a strong foundation for future cooperation.
As well as engaging public sector leaders, the UN Tourism delegation also strengthened ties with the private sector in China, recognizing the key role of enterprise in growing and transforming the sector at every level.
A visit to Trip.com Group headquarters marked a significant step toward enhancing collaboration in the travel and tourism sector. Discussions focused on leveraging digital innovation, technology integration, and sustainable travel practices, aligning with UN Tourism’s global goals.
In Hainan Province, the Secretary-General held productive discussions with the Governor, Vice Governor, and senior officials from the Hainan Provincial Department of Culture and Tourism. The engagements underscored the importance of fostering partnerships between UN Tourism and the Ministry of Culture and Tourism of China. The Secretary-General also participated in the Bo’ao Forum for Asia Annual Conference 2025, highlighting the vital role of tourism in regional economic cooperation and sustainable development.
The Secretary-General met with Pansy Ho, Vice Chairman and Secretary-General of GTEF and UN Tourism Ambassador, to discuss ongoing strategic cooperation and preparations for the 2025 Global Tourism Economy Forum. The dialogue reinforced the critical role of tourism in driving global economic growth and collaboration.
In Partnership With:
Shandong Culture and Tourism Commission, Jinan Culture and Tourism Bureau, Qingdao Culture and Tourism Bureau
Duration:
13 – 20 November 2024
Jinan City + Qingdao City, Shandong Province, China
With support from the Shandong Culture and Tourism Commission, UN Tourism is collaborating with the Jinan Culture and Tourism Bureau on a project for Jinan City. During Phase I, an International Tourism Destination Plan for Jinan City had been prepared. Phase II of the project focuses on developing a source market strategy to attract expatriates living in China to Jinan City, benefitting from Jinan’s prime location between Beijing and Shanghai and its good accessibility by bullet train.
At the outset of the mission in Jinan, the final version of the International Tourism Destination Plan for Jinan City was handed over to the Jinan Authorities at the start of the mission. Subsequently, an inception meeting took place with key project stakeholders to clarify and reach consensus on the expected outputs and the detailed planning of activities for Phase II of the project.
The mission to Jinan was combined with a short visit to Qingdao, which is only a two-hour train ride away from Jinan and the largest city in Shandong Province with a wealth of cultural and natural tourist attractions, including a unique historical centre with many buildings designed and constructed by the Germans, numerous attractive beaches, and Mount Laoshan, a sacred Taoist mountain offering breathtaking views of the coastline and ancient temples. The Qingdao Culture and Tourism Bureau had expressed interest to explore possibilities to collaborate on the development of an international tourism marketing strategy for the city, and the mission served to prepare a detailed proposal for this possible new project in Shandong Province.
During their mission in Jinan, the UN Tourism expert team proceeded to hold focus group meetings with representatives from the Jinan City tourism marketing department, other tourism institutes and private sector players to gain valuable insights on the tourism product of Jinan, the current marketing activities undertaken by the Government and the private sector to attract expatriates to Jinan, and the opportunities and challenges to take into account when developing the marketing strategy for the expatriate market. During the mission, field inspection visits were also undertaken to selected tourism sites in Jinan to assess potential tourism products to promote to the expatriate market.
During these focus groups meetings, tourism stakeholders stressed the need to build on the good connectivity by train from Beijing and Shanghai to Jinan and to establish connections with the many Embassies, Consulates and international organizations and companies in the two cities. MICE products were identified as a valuable starting point to attract more expatriates to Jinan, as well as weekend breaks, possibly in combination with visits to the nearby Mount Taishan, the only UNESCO World Heritage Site in Shandong Province.
A detailed analysis was made of the presence of Jinan Tourism in promotional and social media activities targeting expatriates in China, and opportunities were identified for further strengthening this. Meetings were planned with leading travel agents in Beijing and Shanghai as well as with selected international associations, organizations and enterprises in the cities. In addition, a survey of select expatriates living in Beijing and Shanghai is conducted to understand travel behaviors and attitudes.
Jinan city is referred to as the ‘Spring City’, because of its unique 72 artesian springs inside the ancient Ming Fu City that along with Quancheng Square, the Baotu Spring Park and the Daming Lake form the heart of greater Jinan City today. Jinan is perceived as a very authentic Chinese city, and its main product of the springs combined with the ancient city provide good opportunities to offer tours to Jinan that are highly complementary to the cultural and natural attractions that foreigners can visit elsewhere in China.
Findings of the meetings and field research will be used to prepare an analysis of the current market situation of expatriate visits to Jinan and to develop the marketing strategy for the expatriate source market, including ‘actionable’ recommendations for marketing and promoting Jinan to expatriates living in Beijing and Shanghai. The proposed actions will be organized into a detailed three-year action plan that the Culture and Tourism Bureau can follow. To conclude the project a one-day seminar for local participants will be organized in April 2025, in which both the Jinan International Destination Plan and the draft Jinan Tourism Marketing Strategy for Expatriates will be presented.
Based on the meetings and field visits held in Qingdao, a proposal for the new tourism marketing strategy for Qingdao City has been prepared and will be shared with the Shandong and Qingdao Authorities to make further arrangements to collaborate on this new project.
