"Charm of Jiangsu" Successfully Held a Promotion Conference in Milan, Italy

In order to further enhance the influence of Chinese civilization and Jiangsu culture, to tell the Chinese stories in Jiangsu, and to build up the popularity and reputation of the "Charm of Jiangsu" culture and tourism brand in Italy, Jiangsu Provincial Department of Culture and Tourism successfully held the "Charm of Jiangsu" tourism promotion conference and the inauguration ceremony of Jiangsu Tourism (Italy) Promotion Center in Milan on the afternoon of July 6. This event was aimed at fully displaying to the culture and tourism sector in Italy the progresses and innovative achievements in the field of culture and tourism in Jiangsu, and promoting cultural and tourism exchanges and cooperation between the two sides. Lara Carano, Mayor of Assago in the northern Italian region of Lombardy, Burgazzi Mario, Deputy Mayor of Assago, Graziano Musella, former Member of Parliament and incumbent President of the City Council, as well as dozens of leaders from governmental, cultural and tourism organizations such as Alpine Tourism Group, LEOS, Italian Daily Newspaper, guests and representatives of the media attended the event.

Group Photo of the Guests at the Promotion Conference

During the Conference, Mr. Qian Gang, Deputy Director General of Jiangsu Provincial Department of Culture and Tourism, delivered a passionate speech. He said that Jiangsu and Italy both have a long history, splendid civilization and rich tourism resources, and the two sides have broad prospects for cooperation in terms of culture and tourism. Jiangsu will provide Italian tourists with unforgettable oriental travel experiences that can present the charm of Chinese culture and classic Suzhou characteristics.

Scenes of the Promotion Conference

At the Conference, Jiangsu's rich tourism resources and unique cultural heritage were introduced comprehensively through presentation, videos and pictures. The Conference not only left a deep impression on the guests, but more importantly, strengthened the communication and understanding between Jiangsu and Italy in terms of culture and tourism, and provided a powerful drive to further the cultural and tourism exchanges between the two sides.

Jiangsu Tourism (Italy) Promotion Center Introduced the Tourism Resources across Jiangsu

Ms. Lara Carano, Mayor of Assago (the host city for the figure skating event in 2026 Winter Olympics), also delivered a speech in which she expressed her admiration for the rich tourism resources and unique charm of Jiangsu, emphasized the importance of cultural and tourism exchanges in the relationship between China and Italy, and hoped that Assago can cooperate and communicate with cities in Jiangsu in the field of tourism.

Lara Carano, Mayor of Assago in the Northern Italian Region of Lombardy

Backed by the marketing resources of Jiangsu Broadcasting Corporation International Co., Ltd., Alpitour World from Italy, and LEOS, Jiangsu Provincial Department of Culture and Tourism has set up the Jiangsu Tourism (Italy) Promotion Center in Milan, which is responsible for growing the popularity of the "Charm of Jiangsu" brand in the Italian market, building a cooperation platform for the inbound travel businesses between Italy and Jiangsu, and attracting local people to visit Jiangsu. The inauguration ceremony of Jiangsu Tourism (Italy) Promotion Center was held at the Conference, which not only symbolized the deep connection between Jiangsu and Italy in tourism cooperation, but also heralded further exchanges and progress between the two sides in the field of tourism in the future, turning a new page for the friendly communications.

Mr. Qian Gang, Deputy Director General, and Executive of LEOS Unveiled the Plaque for the Promotion Center

In November 2022, the "Chinese Traditional Tea Making Technique and Related Customs" were inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity, which includes the Nanjing Yuhua tea-making techniques, Dongting Biluochun-making techniques, and the Yangzhou Fuchun tea and pastries making techniques in Jiangsu. Four inheritors of Dongting Biluochun-making techniques were invited to the event to bring a tea-related cultural experience to the guests. At present, China has 43 entries on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity, ranking number one in the world; of which 11 are in Jiangsu, putting the province on the highest rank in China.

Guests Watched Attentively the Demonstration of "Stir-frying" Technique of Biluochun Tea

Photo of Guest and Inheritor of Biluochun-making Techniques

The Conference left a deep impression on the guests, and comprehensively showcased the unique cultural charm and rich tourism resources in Jiangsu. The guests said that, through this event, they personally felt the hospitality and warmth of Jiangsu people, and were happy to strengthen exchanges and cooperation with Jiangsu culture and tourism enterprises, and bring more Italian tourists to Jiangsu to experience the Chinese civilization and oriental charm, to have a deeper understanding on the beauty of Chinese culture!