International Tourism: “Hello! China” Pavilion at Vakantiebeurs 2024

On January 10, 2024, the five-day Vakantiebeurs holiday tourism fair opened at Jaarbeurs Utrecht. For the first time, a 100-square-meter China pavilion, themed “Hello! China,” was showcased, organized by the China Cultural Center in The Hague and prepared by ZHI Group.

The grand opening was attended by Chinese Ambassador to the Netherlands Tan Jian, along with cultural attachés and center leaders, and joined by notable Dutch guests including former Ambassador to China Ron Keller, Jaarbeurs CEO Jeroen van Hooff, and representatives from the Netherlands Board of Tourism.

The pavilion featured rich Chinese cultural elements such as giant pandas, traditional red columns, and ancient-style screens, attracting visitors with its unique charm. Multiple tourism, aviation, and visa service enterprises participated, highlighting China’s diverse offerings.

Ambassador Tan Jian emphasized that “friendship between nations lies in the closeness of their people,” welcoming Dutch visitors to explore China with new visa-free policies. Dutch guests expressed their enthusiasm for China’s cultural and tourism appeal, seeing great opportunities in future cooperation.

As the first-ever Chinese pavilion at Vakantiebeurs, this milestone initiative showcased China’s tourism potential to over 100,000 visitors, enhancing cross-cultural exchange and industry collaboration.