"Beautiful China" Promoted in Switzerland and Italy
On March 27, CNTA's tourism offices in Zurich and Rome aired the propaganda film Beautiful China --- 2016 Silk Road Tourism Year in local well-known cinemas before the European debut of Kung Fu Panda 3. Meanwhile, large-scale promotional activities were also organized, such as the “Month of Tours in Beautiful China” in Switzerland and the “Watch the Kung Fu Panda and Visit Beautiful China” promotional campaign in Italy.
In Switzerland, the launch ceremony for the “Month of Tours in Beautiful China” campaign was staged in Zurich's biggest cinema Abaton, attended by nearly 350 guests from political, economic, cultural, and media circles as well as business insiders from the tourism industry. Among them was Gao Yanping, Chinese counsel general in Zurich and the Principality of Liechtenstein, who delivered an address at the ceremony. In Rome, large-scale promotional activities were staged at the shopping mall Porta di Roma and the UCI cinema, participated in by Italian travel agencies, airlines, business insiders, and journalists, officials from the Chinese embassy in Italy, representatives from Chinese-funded institutions as well as local residents. These promotional efforts in Zurich and Rome have successfully aroused local citizens to learn more about Chinese history and culture and travel to China. Many said they would definitely take their family to China, to “visit the Silk Road, watch pandas and learn Kung Fu”, and truly experience the beauty of China.
It’s learnt that during the “Month of Tours in Beautiful China”, the Zurich office will travel to five cities in three regions in Switzerland, German-speaking, French-speaking and Italian-speaking respectively, to host public promotional activities in cinema towns every weekend. It will also partner up with three major Swiss travel agencies to promote Chinese tourism products on the spot. It’s expected to reach an audience of more than 200,000. Soon the Rome office will organize Italian travel agencies to visit Sichuan, a key part of the “Watch the Kung Fu Panda and Visit Beautiful China” promotional campaign, in order to boost this year’s inbound tourism market.
