China's new tourism brand logo made its overseas debut in Berlin with its tagline “Beautiful China”.
BERLIN – It is true that China is beautiful with its wealth of cultural sites, its well preserved heritage or its stunning landscapes. Food, handicraft, performing arts, all these elements are part of the Chinese experience for travellers. China is beautiful but was it necessary to turn it into a global brand ? The logo is elegant with its Chinese calligraphy but the slogan sounds anything but catchy. If China is beautiful what can be said also about other countries? At some point Myanmar used also to be “Beautiful Myanmar”…
Meanwhile, the Chinese tourism industry’s new tag line and global brand logo made its overseas debut last week in Berlin at the ITB. It was an opportunity for China tourism authorities to provide an explanation. Wu Wenxue, head of ITB, said the launching of the new logo represented China’s new efforts to promote the country’s tourism, as the tourist industry would provide new products with the theme of “Beautiful China.”
According to xinhua.net, with an overall look similar to a stamp, the new logo integrates modern messaging with the ancient Chinese art form of calligraphy. The hieroglyph in the background means “travel” in ancient Chinese language, which shows a flag guiding a couple around.
Illustrating an international vision, the “Beautiful China” logo represented China’s promising and welcoming tourism industry, said Wu, a senior official at China National Tourism Administration (CNTA). “We’ll provide better services and more colourful choices for overseas tourists to attract more people to visit China. For instance,we expect a steady growth of visitors from Germany, where at present about 500,000 to 600,000 people travel to China annually,” Wu added.
China sent a delegation of 72 exhibitors from 19 provinces or municipalities to this year’s ITB fair, showcasing a wide range of tourist products and features, including “World Heritage in China,” “Along the Great Wall”, “Chinese Gourmet Tour” and “Ethnic Folklores.”
According to CNTA, China’s tourism industry maintained sound development in 2012 as the number of inbound tourist arrivals reached 57.7 million and international tourism brought in some 50 billion U.S. dollars in foreign exchange, a 3.2-percent rise year on year.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
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