Jiangsu Culture and Tourism promotion event in UAE successfully held in Dubai

The Jiangsu Tourism (UAE) Promotion Center hosted a grand Jiangsu Culture and Tourism Promotion Event at the Embassy Suites by Hilton Dubai Business Bay on the afternoon of July 15, 2025. The event attracted 35 representatives from 26 local UAE entities, including travel agencies, media outlets, and cultural tourism organizations, marking a significant step in promoting Jiangsu's tourism in the Middle East market.

Intangible Cultural Heritage Showcase and Tourism Resources Highlight "Charm of Jiangsu"

A key highlight of the event was the display of exquisite intangible cultural heritage (ICH) handicrafts from Jiangsu Province. Meticulous Suzhou embroidery, refined Nanjing Yunjin brocade, and delicate Yixing Zisha clay teapots captivated attendees with their masterful craftsmanship and profound cultural significance. Simultaneously, the Promotion Center comprehensively introduced Jiangsu's cultural and tourism resources through images, text, and videos. From classical gardens and ancient water towns to modern metropolises and ecological wetlands, the presentation offered a panoramic view of the diverse “Charm of Jiangsu"

Themed tourism products under the " Charm of Jiangsu " banner garnered particular interest. Representatives from local travel agencies noted that Jiangsu's rich cultural heritage and natural resources offer a striking complement to the unique landscapes of the UAE and the wider Middle East, injecting fresh vitality into the local tourism market. Dubai media highlighted that the diversity of Jiangsu's tourism products will effectively enhance the structure of the UAE's tourism market and meet consumer demand for differentiated experiences.

Inauguration Ceremony Ushers in New Cooperation; Official Bodies Foster Exchange

The event featured the official inauguration ceremony of the Jiangsu Tourism (UAE) Promotion Center. As the first specialized promotion agency established by the Jiangsu Provincial Department of Culture and Tourism in the Middle East, the Center will undertake functions including tourism image promotion, liaison with travel agencies, and tour route promotion, further expanding the international influence of " Charm of Jiangsu"

Representatives from UAE tourism authorities, including Dubai Tourism (DTCM) and the Sharjah Commerce and Tourism Development Authority (SCTDA), attended the event and expressed appreciation for Jiangsu's innovative promotion model. All parties affirmed that this promotion event established a vital platform for China-UAE cultural and tourism cooperation, pledging to deepen collaboration in areas such as mutual tourist sourcing and product development moving forward.

Complementary Advantages Drive Market Synergy; Broad Prospects for Future Cooperation

The establishment of the UAE Promotion Center coincides with accelerated cultural and tourism exchange between China and the UAE. Recent years have seen significantly improved travel convenience between the two regions, facilitated by measures such as the mutual visa exemption policy and increased direct flights. Furthermore, China's implementation of visa-free entry for citizens of all Gulf Cooperation Council (GCC) countries in late May provides a natural foundation for complementary development between the tourism markets. The contrasting appeal of " Charm of Jiangsu " – with its core brand – alongside the UAE and Middle East's desert wonders and modern cities creates strong mutual attraction. Jiangsu Province warmly welcomes more friends from GCC countries for a spontaneous "Visit Jiangsu" trip.

A representative from the Promotion Center stated that leveraging the UAE's strategic location, the Center will conduct targeted marketing campaigns and launch specialized tour routes integrating elements like ICH experiences, canal culture, and eco-leisure activities to attract more Middle Eastern visitors to discover Jiangsu's unique charm. Concurrently, the Center will actively engage with local cultural and tourism institutions to explore co-hosting cultural festivals, art exhibitions, and other events, fostering people-to-people connections between China and the UAE.

The success of this promotion event not only opens a new pathway for Jiangsu's culture and tourism to "go global," but also adds fresh momentum to the cultural exchange underpinning the China-UAE cooperation within the "Belt and Road" initiative. As the international influence of "Jiangsu, the Home of Waters" continues to grow, the cultural and tourism cooperation between Jiangsu and the UAE is poised for even broader prospects.