On the evening of October 26, the launching ceremony of “Hi! China” for the Middle East and North Africa (MENA) region was held in Dubai, UAE. The “Hi! China” national tourism brand image was unveiled on the world’s tallest building, Burj Khalifa Tower. The event was attended and addressed by Lu Yingchuan (Vice Minister of Culture and Tourism of China), Li Xuhang (Consul-General of China in Dubai) and Issam Kazim (Chief Executive Officer of Dubai Department of Economy and Tourism). More than 120 representatives from all sectors in Dubai participated in the ceremony.

Lu Yingchuan praised an early start and a solid foundation for bilateral tourism cooperation and welcomed Arab friends, including the UAE, to visit China and enhance the heart-to-heart connection under the Belt and Road Initiative.

According to Li Xuhang, this year marks the 10th anniversary of President Xi Jinping’s proposal to build a community of shared future for mankind and the Belt and Road Initiative. The launch of the “Hi! China” brand will encourage more visits between each other and make a greater contribution to enhancing China-UAE friendship and people-to-people communication.

Issam Kazim expressed his willingness to push forward the practical tourism collaboration between the two countries and increase mutual visits and exchanges.

The ceremony also featured exciting activities such as Chinese tourism promotion and intangible heritage demonstrations.