The “Hangzhou Culture and Tourism Symposium” hosted by the Hangzhou Municipal Bureau of Culture, Radio, TV and Tourism concluded successfully in London this afternoon.

Zhang Li ,Director of the China National Tourist Office in London (CNTO London) delivered a keynote address at the event, joined by representatives from the UK Chinese Culture and Tourism Association, the UK Association for the Promotion of Peaceful National Reunification, alongside delegates from Hainan Airlines, Air China, University of East London, Nouvelles d’Europe UK Edition and representatives from the UK tourism, academic and media industries.

Under the theme “Discover China’s 5,000 Years Through Hangzhou”, the symposium presented the city’s distinctive appeal as a “historic cultural capital, vibrant innovation hub, and ecological civilisation exemplar” through cultural presentations, industry dialogues, and networking sessions.

In her opening remarks, Ms. Lou Yijie, Director of Hangzhou Municipal Bureau of Culture, Radio, TV and Tourism, highlighted British artist Ed Sheeran’s six sold-out concerts in Hangzhou this February. She expressed aspirations to expand Sino-British collaboration across technology, literature, and arts, building upon this musical connection. Director Lou underscored Hangzhou’s status as China’s premier digital economy hub, detailing tech-driven tourism innovations such as the “Effortless Travel” luggage service and “Tap-to-Check-In” hotel system designed to deliver seamless experiences for international visitors.

Director of CNTO London, Zhang Li extended “a warm welcome and heartfelt appreciation” to Director Lou and the Hangzhou delegation. He remarked: “Hangzhou stands not only as a renowned historic city but as a shining emblem of Chinese tourism.” Mr. Zhang encouraged Hangzhou’s active participation in global tourism promotions — particularly the World Travel Market (WTM) held each November in London —pledging his office’s full support to “advance the high-quality development of China’s inbound tourism and articulate its cultural narrative on the world stage.”

The presentation, themed “The Mystique of the 30th Parallel North”, showcased Hangzhou’s three UNESCO World Heritage Sites:

• Liangzhu Ancient City, evidencing 5,000 years of Chinese civilisation;
• West Lake, hailed as the “epitome of Oriental aesthetics”;
• The Grand Canal, an ancient engineering marvel.

Tailored solutions for British travelers were detailed, highlighting enhancements in tax refunds, mobile payments, transport, and accommodation aligned with Hangzhou’s “International Tourism Destination” initiative.

Promotional films including Heaven of Dreams and What Makes Hangzhou featured during the event captured the city’s cultural essence.