Since the end of Covid restrictions, China has been keenly fostering trade and tourism through increased border openings, with a strong emphasis on nurturing people-to-people exchanges. Provincial governments are responding with enthusiasm, actively organizing forums and study trips to explore collaboration opportunities. Recently, we’ve been involved in such efforts in Henan, one of China’s largest provinces with close to 100 million people and a wealth of cultural heritage as the site of six imperial Chinese capitals. We’ve partnered with local authorities there to explore tourism potential, gaining valuable insights to refine our product positioning and to make the destination more convenient and welcoming for international visitors.

China from the Field: China’s Lesser-visited Provinces Actively Promoting International Inbound Tourism - Henan province
China from the Field: China’s Lesser-visited Provinces Actively Promoting International Inbound Tourism - Henan province 02