On March 20, marking the Spring Equinox, the 2025 "Discover China–Hello Beijing" cultural and tourism promotion event was grandly held at Beijing Daxing International Airport. The event was hosted by the Ministry of Culture and Tourism and organized by the Beijing Municipal Bureau of Culture and Tourism. Vice Minister of Culture and Tourism Gao Zheng, Director of Beijing Municipal Bureau of Culture and Tourism Guo Huaigang, alongside over 60 diplomats accredited to China, including representatives from the UK, the US, and other countries, attended the event. They gathered to embrace the cultural vibrancy of spring through this diplomatic-cultural convergence.

Centered around the theme of the "Spring Equinox," the "Hello, Beijing" cultural and tourism promotion featured engaging presentations, exhibitions, and artistic performances, offering diplomats in Beijing an immersive experience of the city's charm. The event showcased Beijing's outstanding cultural and tourism resources, introduced policies to facilitate inbound travel, and underscored the city's status as China's top destination for international visitors. By providing a comprehensive and multi-faceted exploration of Beijing, the event aimed to attract more inbound tourists and enhance Beijing's global appeal.

Beijing's Diverse and Creative Tourism to Meet Every Traveler's Needs

During the "Hello, Beijing" cultural and tourism promotion session, Guo Huaigang, Director of the Beijing Municipal Bureau of Culture and Tourism, delivered an enthusiastic speech in fluent English, highlighting Beijing's accomplishments in inbound tourism and its abundant cultural and tourism resources. He emphasized Beijing's cultural appeal, openness, and inclusivity, portraying it as not only a world-class travel destination but also as a city aspiring to become "the top choice for inbound tourism in China". Adhering to first-class standards, Beijing has comprehensively optimized its international service environment. By aligning supply with demand, the city continues to enrich cultural tourism through innovative products, novel formats, immersive scenarios, and distinctive experiences, offering a diverse range of inbound tourism products and travel routes. Beijing warmly welcomes foreign tourists and encourages expatriates living in the city to invite their friends and family to explore and experience the vibrant capital.

New Thematic Routes Showcase Beijing's Vibrant Charm — Building a Comprehensive Tourism Ecosystem

Continuously innovating to attract visitors from all over the world, Beijing unveiled six inbound tour routes starting from the capital at the 2025 "Discover the Beauty of China" event. These routes will guide diplomats stationed in China through six provinces and regions, offering an immersive cultural exploration of Beijing, a panoramic discovery of China, a profound appreciation of its heritage, and a firsthand experience of the nation's contemporary vibrancy. To meet the evolving demands of inbound travelers, the "Hello, Beijing" Cultural Tourism Promotion Conference unveiled a series of globally-themed tour routes in the capital, including:

Smart E-Town Tech Tour: Experience the "innovative" appeal of industrial and technological tourism.

Green Daxing Eco Tour: Explore the "China Medicine Valley" and enjoy punk coffee in a traditional Chinese medicine teahouse.

Yanqing Great Wall Heritage Tour: Take a leisurely walk through Shixia Village on a Country Walk and enjoy the serene lifestyle at the foot of the Great Wall.

Central Axis Cultural Tour: Trace the grandeur and vitality of Beijing's millennia-old capital by exploring its iconic central axis.

Foreign tourists and expatriates in Beijing are invited to participate in the "Hello, Beijing" campaign, discovering a city that blends ancient charm, modern vibrancy, rich culture, ecological beauty, and cutting-edge technology.

Intangible Cultural Heritage + Tourism: "Hello, Beijing" Continues to Pioneer Cultural Tourism Innovation

The "Hello, Beijing" initiative is actively exploring innovative approaches to showcase intangible cultural heritage, developing integrated cultural and tourism products, and promoting the fusion of heritage and travel on a broader, deeper, and more advanced level. At the promotion event, four themed exhibition areas were established to offer a vivid presentation of "Beijing's Intangible Cultural Heritage." 

The Spring Equinox Pavilion showcased Beijing's intangible cultural heritage, celebrating the essence of spring through the lens of traditional Chinese solar terms. The Handicraft Pavilion featured the 170-year-old Beijing Ha Family kite-making and flying techniques, along with the 300-year-old Beijing velvet flower (velvet bird) craftsmanship, famously showcased on the award ceremony attire of the Beijing Winter Olympics. The "Beijing Gifts" Pavilion displayed a curated collection of Beijing's unique traditional crafts alongside modern cultural and creative products, leaving a strong impression on diplomats from around the world. Guided by skilled heritage inheritors, diplomats stationed in China gained a deep appreciation for the intangible cultural heritage techniques, enthusiastically adorning themselves with swallow-shaped velvet flowers and crafting swallow-themed kites to celebrate the arrival of spring. 

During the event, performers from the Beijing Dance Academy showcased the Chinese classical dance Spring Outing, vividly depicting a scene of ancient beauties wandering through vibrant spring landscapes. The atmosphere reached its peak during an interactive lucky draw for cultural and tourism experience products, adding a sense of excitement and engagement to the event.

Discovering the Beauty of Beijing: Thematic Exhibitions Showcase Chinese Culture

At the event venue, Chinese and international dignitaries jointly explored three prominent exhibitions: the "Discover the Beauty of China" thematic showcase, a regional cultural tourism resources pavilion, and the permanent "National Gateway Lounge" exhibition. The Beijing Municipal Bureau of Culture and Tourism, as the event's organizer, curated a Beijing cultural and tourism thematic exhibition, along with the Beijing section of the permanent exhibition. Guests received elegantly designed postcards showcasing Beijing's scenic attractions. Additionally, a special exhibition was set up, featuring a stunning collection of meticulously curated photographs and exquisitely crafted cultural and creative products. This exhibition captivated the attention of diplomats, offering them a glimpse into Beijing's rich cultural charm.

Moving forward, the Beijing Municipal Bureau of Culture and Tourism plans to enhance international collaborations, develop innovative global promotion strategies, share Beijing's stories, and drive high-quality development of the tourism sector. By presenting an open, diverse, and dynamic image, Beijing extends a warm welcome to visitors from across the globe.