Case Studies
Yellow Mountains In The Spotlight At China Tourism Culture Week In New York
About the Event
Co-organized by CIMGBJ, “Yellow Mountains,” a characteristically Chinese feast to celebrate Huangshan, was held in the Delegates Dining Room at the New York headquarters of the United Nations, in 2019. Nearly 200 officials and representatives from New York City and New York State government, the United Nations, the airline and tourism industries, and other related sectors attended the festivities. The event marked Huangshan tourism promotion’s debut appearance in the Big Apple.
The Impacts
CIMGBJ played the role of planning and promoting this tourism and cultural event through Chinese and international media. Nearly 300 Chinese and American mainstream media outlets, including Shanghai Media Group U.S. News Center, Xinhua News Agency, China News Service, SinoVision, China Daily, China Press, ABC, NBC, CBS and Fox News have covered the event. Just considering international media on its own, the news coverage of the event has been viewed over 85 million times, online, in newspapers and on TV. The officials from Huangshan City hosted a deep discussion about Huangshan tourism and the expansion of overseas markets with the officials from the Chinese Consulate General and the China National Tourist Office, both in New York.
Xi’an Warrior Run Features Competition and Cultural Exchange in New York City
About the Event
The Xi’an Qujiang Cultural Tourism Company, in partnership with CIMGBJ, hosted the Xi’an Warrior Run in New York City’s Battery Park, in 2018. Li, Liyan, Cultural Counselor of the Consulate General of the People’s Republic of China in New York, and more than 200 representatives across various industries attended the event.
The Impacts
This was the first time a Chinese city promoted its culture and tourism through a marathon in New York, which featured runners and walkers from all ages. Through the platform of New York’s annual marathon, CIMGBJ successfully showcased the culture and tourism resources of Xi’an, the ancient capital of China, along with its modern vitality. Mr. Li, Liyan, praising the event, said, “Xi’an is one of the best tourist destinations in China with rich historical and cultural heritage. We appreciate such cultural exchanges to enhance mutual understanding between the Chinese and American peoples.”
Beijing Shines on Mid-Autumn Festival
First Time Celebrated At New York City Hall
About the Event
In 2018, New York City Council hosted and CIMGBJ organized the milestone celebration of a favorite traditional Chinese event, the Mid-Autumn Festival. The festivities gave New Yorkers a taste of Beijing tradition from ancient times to the modern day. The acting Consul General of the People’s Republic of China in New York Zhao, Yumin; New York City Council Speaker Corey Johnson; executive member of the Beijing Municipal Commission of Tourism Development Li, Baochun; New York City Council Member Peter Koo; and Sino-American Friendship Association President Peter Zhang attended the celebration and delivered remarks. The world-renowned pianist Lang Lang, city ambassadors of both New York and Beijing, other city council members, as well as business executives and community leaders a total of around 400 dignitaries attended and celebrated the Full Moon Festival. New York Governor Andrew Cuomo and New York Mayor Bill de Blasio presented or sent letters of congratulation.
The Impacts
This was the first time in the history of the Mid-Autumn Festival that it was celebrated at New York City Hall. This year marks the 38th anniversary of the establishment of friendly cities between Beijing and New York. As one of the landmarks in New York, City Hall often witnesses important moments in the history of the city itself, and of the United States. Nearly 300 Chinese and international mainstream media outlets reported or republished the event, including PR Newswire, ABC, NBC, CBS, Fox, The Washington Business Journal, The Boston Business Journal, Xinhua News Agency, SinoVision, People’s Daily, World Journal and The China Press.
Chongqing Tourism Promotion at UN in NYC
About the Event
“A Tour in Chongqing, A Gain in Vision; A Land of Natural Beauty, A City with Cultural Appeal” was a large culture and tourism promotion organized by CIMGBJ at the United Nations Headquarters in 2018. The special representative of New York City’s mayor; Manhattan office director Remysell Salas; deputy director of China National Tourism Office in New York Pan, Xiaopeng; and senior officials from ABC-TV each gave remarks. Among those who sent letters of congratulations were New York State Governor Andrew M. Cuomo, New York City’s Mayor Bill de Blasio, and U.S. Congressman Joseph Crowley. Over 150 guests, including officials from the UN Secretary-General’s Office, the Consulate General of the People’s Republic of China in New York, executives from SAFA (Sino-American Friendship Association), PATA (Pacific Asia Travel Association), Air China, ABC–TV, Xinhua News Agency and SinoVision attended the event.
The Impacts
These series of activities at the United Nations included a photo exhibit; a launching ceremony of Chongqing’s official digital publicity platform, iChongqing; and a MOU signing ceremony with partnership agreements to promote Chongqing’s culture and tourism resources. There were over 80 influential travel agencies attending the event. Airline companies included Air China, China Southern Airlines, Xiamen Airlines, Philippine Airlines, and Air Canada. The event greatly improved Chongqing’s reputation and image in the U.S. tourism industry.
Mayoral Delegation of Los Angeles City Visited Chengdu
About the Event
CIMGBJ arranged the mayoral delegation of Los Angeles to Chengdu, Sichuan for a five-day visit, and attended the Chengdu International Innovation Forum in 2018. Delegation activities included the 2018 China (Chengdu) Global Innovation and Entrepreneurship Fair, the 2018 Innovation Forum for Mayors of International Sister Cities of Chengdu, and the mayor of Chengdu, Luo, Qiang, meeting with executives of CIMGBJ and L.A.’s mayoral delegation.
The Impacts
By researching and identifying how much Chengdu and Los Angeles have in common in the areas of technological innovation, the new economy, entertainment, as well as in culture and tourism, CIMGBJ successfully connected these two cities through a mission trip and provided insight into their future collaboration.
2017 International (China-US) Youth Basketball Spectacular
About the Events
2017 International (China-US) Youth Basketball Tournament was organized by CIMGBJ in Beijing. U.S. high school basketball champion teams from Florida, North Carolina and California were invited to Beijing, and competed against four of China’s top high school basketball teams and two CBA youth teams. This competition was praised highly by the governor of North Carolina, and the congressional representatives of North Carolina, California and New York.
The Impacts
There were over 300 news items published, with the total media coverage of more than 83.95 million views through online, newspapers and TV. Mainstream media included CCTV-5, BTV (Sports), BTV-1, China Education Television, China Radio International, Beijing News Radio, China National Radio, People’s Daily (Sports), People’s Daily Overseas Edition, Xinhua News Agency (Sports), China Sports Daily, China News Service, National Sports Administration Network, Slam Magazine, Qianlong Net, YNET, Netease, Beijing Youth Daily, Legal Evening News, The Beijing News, Toutiao, Yidianzixun, and others.
2017 WTCF Los Angeles Fragrant Hills Tourism Summit
About the Events
For the two-day WTCF Los Angeles “Fragrant Hills Tourism Summit” in 2017, hundreds of guests attended the closing ceremony held in Universal Studios, Hollywood, co-organized by CIMGBJ. The guests included mayors of WTCF member cities, principal staff of the WTCF Secretariat, representatives of WTCF city and institutional members, and representatives of the tourism industry and mainstream media. CIMGBJ has worked with the World Tourism Cities Federation (WTCF) to create brand awareness and boost membership among global cities and countries. CIMGBJ’s services include research and analysis, development of marketing strategy and implementation, digital promotions, social media and traditional media coverage, association relationships, creative development, MICE conferences, and business networking for member cities.
The Impacts
At the closing ceremony of “2017 WTCF Los Angeles Fragrant Hills Tourism Summit”, participants included Eric Garcetti, Mayor of Los Angeles, and the Chairman of Beijing Municipal Culture & Tourism Commission. Also, in attendance were 400 delegates from 51 countries and 87 cities, with 37 ministers and mayors, not to mention senior managers and representatives from international tourism organizations including UNWTO and PATA. Song, Yu, Secretary-General of WTCF and director of Beijing Municipal Commission of Tourism, said that with a theme of “Impact of Globalization on World Tourism City Development,” the 2017 summit successfully facilitated in-depth discussions on the promotion of world tourism and published the L.A. Declaration of WTCF.
2017 Empowering Women and Sustainable Development Through Arts and Crafts Charity Gala
About the Events
“2017 Empowering Women and Sustainable Development through Arts and Crafts Exhibition and Gala Dinner” was hosted by the China Women’s Development Foundation (CWDF) and organized by CIMGBJ at the Universal Studios, Hollywood. China Women’s Development Foundation (CWDF) is the first and largest foundation to serve women and families in China. The international list of distinguished attendees included Sun, Lushan, Deputy Consul General of the People’s Republic of China in Los Angeles; Amanda Daflos, Director of Innovation Team of Mayor’s Office of Budget Innovation; Jackie Filla, Commissioner with the Commission on the Status of Women Los Angeles; Huang, Huijuan, Deputy Director of Public Communication Department of CWDF; Peter Zhang, President of Sino-American Friendship Association; Kim Weedmark, Vice President of Universal Studios; and Zhang, Zhaoda, Vice President of the World Association of Chinese Artist and other special guests.
The Impacts
Nearly 50 outstanding female entrepreneurs from all over China, and local political and business representatives from Los Angeles attended and participated in the event. The China Women’s Development Foundation also brought pieces of arts and crafts to the charity auction, including oiled paper umbrellas, Chinese lacquer trays, Guang embroidery (red thrush), Tibetan embroidery, and tie-die crafts. They were all successfully auctioned, and all proceeds went to support women-related welfare projects. The event was memorable, and guests had a chance to share ideas with each other and show their support of empowering women everywhere.
UN Headquarters Welcome “Fascinating Guizhou: A Heaven Of Myriad Mountains” Tourism Promotion
About the Events
“Fascinating Guizhou: A Heaven of Myriad Mountains” Tourism Promotion was in the spotlight at the United Nations Headquarters in 2017. Partnered with CIMGBJ, Guizhou province was showcased in the promotion and presentation, and Lu, Yongzheng, Vice Governor of the Guizhou Provincial People’s Government led the delegation of government officials and business leaders from Guizhou attending the conference, and presenting the city to the guests. The event attracted more than 150 people, including government officials, representatives from travel agencies, tour operators, airlines, and Chinese and American media to gather at the U.N. to learn more about Guizhou. New York City Mayor Bill De Blasio, U.S. Member of Congress Joseph Crowley, and Grace Meng sent greetings to congratulate the organizers.
The Impacts
“Fascinating Guizhou: A Heaven of Myriad Mountains” showcased the endless charming cultural stories and amazing landscapes of Guizhou. Mayor De Blasio stated that the evening’s celebration of Chinese culture was a terrific opportunity to honor the diversity on which our global city rises. At the event, Li Sanqi, Director of the Guizhou Provincial Tourism Development Commission, signed MOUs with leading influential tourism industry organizations in the United States to promote Guizhou’s tourism resources more widely. The event was covered by over 300 Chinese and American media, with an audience in the millions. During the event, Guizhou’s billboard advertising was launched at the crossroads of the world, New York Times Square, which attracted over tens of thousands of visitors.