On December 20, "Shangri-La of the World: Culture and Tourism Promotion to South and Southeast Asia" was held in Kunming, organized by Culture and Tourism Bureau of Diqing Tibetan Autonomous Prefecture. This initiative aims to enhance the prestigious brand of "Shangri-La of the World" and promote Chinese culture abroad.

The promotion event in Kunming. Photo provided

Liu Lina, Deputy Director of Yunnan Provincial Department of Culture and Tourism, delivered a speech. Photo provided

During the event, Liu Lina, Deputy Director of Yunnan Provincial Department of Culture and Tourism, emphasized that this initiative would significantly boost the international visibility of Diqing and Yunnan in the global tourism market.

Xu Guangde, Deputy Governor of the People’s Government of Diqing Tibetan Autonomous Prefecture,  gave an address. Photo provided

Xu Guangde, Deputy Governor of the People’s Government of Diqing Tibetan Autonomous Prefecture, introduced the region's rich tourism resources and distinctive ethnic culture, inviting guests from around the world to explore the mystery and beauty of "Shangri-La."

Gao Xiang, Director of the Diqing Tibetan Autonomous Prefecture Culture and Tourism Bureau, noted that as Yunnan accelerates its development as a hub for South Asia and Southeast Asia, the time has come to internationalize and globalize the "Shangri-La" brand. The goal of the event in Kunming is to enhance inbound tourism to Diqing and deepen international tourism cooperation, bringing the essence of "Shangri-La" to the world.

He Qiuxia, Diqing Cultural Ambassador, presented the promotion for Diqing. Photo provided

At the promotion event, Diqing Cultural Ambassador He Qiuxia presented in English, introducing the stunning attractions of Pudacuo National Park, Meili Snow Mountain, Balagezhong, Songzanlin Monastery, Dukezong Ancient Town. This presentation highlighted Diqing's unique natural ecology and rich historical culture to international friends from South Asia and Southeast Asia.

The event featured a series of six themed activities, including the "Shangri-La: Diqing International Cultural Tourism Promotion Conference" and the "Shangri-La: Diqing Inbound Tourism Development Salon and International Tourism Product Negotiation Meeting," aimed at exploring cultural tourism cooperation between Diqing and countries in South Asia and Southeast Asia.

The promotion event in Kunming. Photo provided

As cultural and tourism exchanges between Diqing and South Asia and Southeast Asia continue to deepen, the "Shangri-La of the World" cultural tourism brand is expected to shine even brighter in these regions.

Click here to view the Chinese report

(Editors: Rachel, Amy)