China’s efforts to showcase its cultural richness and boost international tourism found a new stage in Sao Paulo, Brazil, where the historical and picturesque charm of the Yellow River was the centerpiece of a vibrant promotion. This initiative was a collective effort by five provinces straddling China’s iconic “Mother River.” These provinces – Shandong, Shanxi, Henan, Sichuan, and Gansu – are key custodians of the vast cultural and scenic treasures that the Yellow River basin harbors.
The promotional session, organized by the Network of International Culturalink Entities (NICE) alongside the culture and tourism governing bodies from the aforementioned provinces, was crafted with a singular vision: to cast a spotlight on the myriad tourist attractions that the Yellow River presents. Given the river’s profound historical and cultural significance, it’s little surprise that this event attracted considerable attention.
To enhance this promotional endeavor, a multi-lingual guidebook detailing recommended tourism routes along the Yellow River was unveiled. This guidebook, highlighting the picturesque landscapes and historic sites along the river, is anticipated to be a significant draw for international tourists. Furthermore, the Yellow River Overseas Promotion is slated to continue its momentum by hosting similar events in the US and South Korea, with activities continuing until September.
Widely regarded as one of the cradles of Chinese civilization, the Yellow River’s meandering path covers nine provinces and regions in the northern part of China. Its status as the second-longest river in the country only amplifies its importance, both geographically and historically. An earlier session promoting the Yellow River was organized in Yuncheng, located in North China’s Shanxi Province, where guidebooks in English and French were launched. These books provide an insightful journey into nine specially curated tourism routes.
Chen Peijie, the Chinese consul general in Sao Paulo, emphasized the deepening cultural and tourism ties between China and Brazil. With the milestone 50th anniversary of the establishment of diplomatic relations between the two nations approaching, Chen expressed his aspirations for expanded cooperation in the realm of tourism.
Vinicius Lummertz, Brazil’s former tourism minister, fondly recalled his multiple visits to China since the 1980s. Lummertz underscored tourism’s pivotal role in fostering cultural exchanges and enhancing mutual understanding. Drawing parallels with collaborative programs like the China-Brazil Earth Resources Satellite program and the Great Wall-Iguazu Falls exchange program, he praised the bilateral respect and understanding that have paved the way for fruitful exchanges.
For Lummertz, the event was a window for Brazilians into the millennia-old culture of the Yellow River. Highlighting Brazil’s abundant tourism and cultural assets, he expressed optimism that increased collaboration in the tourism sector would deepen the bond between Chinese and Brazilian people.
Echoing similar sentiments, Wan Ting, the vice director of NICE, celebrated the strides made in cultural and tourism exchanges between China and Brazil in recent times. He voiced his hope that the promotion would cultivate a deeper appreciation for China’s “Mother River” among Brazilians. Wan warmly extended an invitation to Brazilian travelers to immerse themselves in the natural beauty and historical depth of the Yellow River, further cementing the cultural bridge between the two nations.
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