两岸互鉴 共谋新篇

A new chapter on mutual learning and conspiracy between the two sides of the Strait

——2021“美丽中华”线上系列推广活动成功举办

——2021 "beautiful China" online promotion activities were successfully held

发布时间：2021-11-02 17:39 来源：文化和旅游部政府门户网站 编辑：马思伟

Release time: 2021-11-02 17:39 source: Ministry of culture and tourism government portal editor: Ma Siwei

2021年11月2日，由海峡两岸旅游交流协会（下称“海旅会”）主办的2021“美丽中华”线上系列推广活动成功举办，以线上方式共叙两岸同根同源的血脉之亲，共谋两岸文化和旅游领域交流合作新篇章。

On November 2, 2021, a series of 2021 "beautiful China" online promotion activities sponsored by the Cross Strait Tourism Exchange Association (hereinafter referred to as "maritime tourism association") were successfully held to share the blood relatives of the same origin on both sides of the Strait online and seek a new chapter in cross-strait cultural and tourism exchanges and cooperation.

图为海峡两岸旅游交流协会会长张旭发表视频致辞。

The picture shows Zhang Xu, President of the Cross Strait Tourism Exchange Association, delivering a video speech.

台北分会场

Taipei Branch venue

海旅会面向台湾业界再次开启“云推介”

The "cloud promotion" will be launched again for the Taiwan industry

海旅会会长张旭发表线上致辞，他指出，继2020年后，今年我们再次举办“美丽中华”线上系列推广活动，希望能够激励两岸业界凝心聚力，开拓两岸文化和旅游领域交流合作新局面。相信通过此次活动，能够使台湾同胞感知两岸同根同源、同文同宗、心之相系、情之相融，携手赓续中华优秀传统文化，铸就共同精神家园。海旅会将始终秉持“九二共识”，深入落实文化和旅游领域惠台政策，以两岸同胞福祉为依归，支持台湾同胞把握大陆在构建新发展格局中的机遇，为推动两岸关系和平发展，实现中华民族伟大复兴汇聚不竭动力。

Zhang Xu, President of the Overseas Tourism Association, delivered an online speech. He pointed out that after 2020, we will hold a series of online promotion activities of "beautiful China" again this year, hoping to stimulate the industry on both sides of the Strait to unite and open up a new situation of cross-strait cultural and Tourism exchanges and cooperation. It is believed that through this activity, the Taiwan compatriots can feel that the two sides of the Strait have the same root, the same culture, the same ancestry, the relationship of heart and feelings, work together to continue the excellent Chinese traditional culture and forge a common spiritual home. The maritime tourism association will always adhere to the "1992 consensus", deeply implement the policy of benefiting Taiwan in the field of culture and tourism, take the well-being of compatriots on both sides of the Strait as the goal, support Taiwan compatriots to grasp the opportunities of the mainland in building a new development pattern, and gather inexhaustible power for promoting the peaceful development of cross-strait relations and realizing the great rejuvenation of the Chinese nation.

台湾旅游交流协会理事长赖瑟珍等台湾嘉宾在致辞中衷心感谢海旅会今年再次举办“美丽中华”线上系列推广活动。他们表示，此次推广活动使两岸业界回顾及认识当今黄河文化、长江文化最新的旅游元素，不仅“温故”而且“知新”，对旅游产品的开发及提升将大有助益。旅游是通往两岸和平的最佳渠道，可以为两岸旅游业界与民众创造福祉，期盼两岸旅游春暖花开的日子早日到来。

Lai se Zhen, President of Taiwan Tourism Exchange Association, and other Taiwan guests expressed their heartfelt thanks for the "beautiful China" online series promotion activities held again this year. They said that this promotion activity enables the industries on both sides of the Strait to review and understand the latest tourism elements of today's Yellow River culture and Yangtze River culture, which will not only "review the past" but also "know the new", which will be of great help to the development and promotion of Tourism products. Tourism is the best channel to cross-strait peace. It can create well-being for the tourism industry and people on both sides of the Strait. We look forward to the day when cross-strait tourism will bloom in spring as soon as possible.

“云推广”多角度展示大陆文旅资源

"Cloud promotion" multi angle display of mainland cultural and tourism resources

在新冠肺炎疫情防控常态化形势下，海旅会创新使用“云”模式举办针对台湾市场的旅游推广活动。活动聚焦 “黄河之旅”“长江之旅”两大经典旅游主题产品，设置在北京、宁夏、河南、山东、四川、上海、安徽、台北、高雄的9个会场通过线上互动，向台湾旅游业界、高校代表和媒体介绍相关省（区、市）的品牌资源、新线路、优惠政策、景区恢复情况和安全防疫措施，开启了一场多姿多彩的“美丽中华”线上体验之旅。

Under the normalization novel coronavirus pneumonia epidemic prevention and control situation, the sea brigade will innovate the use of "cloud" mode to organize tourism promotion activities for Taiwan market. The event focused on the two classic tourism theme products of "tour of the Yellow River" and "tour of the Yangtze River". It was set up in nine venues in Beijing, Ningxia, Henan, Shandong, Sichuan, Shanghai, Anhui, Taipei and Kaohsiung. Through online interaction, it introduced the brand resources, new routes, preferential policies and policies of relevant provinces (autonomous regions and cities) to Taiwan's tourism industry, university representatives and media The restoration of the scenic spot and safety and epidemic prevention measures have opened a colorful online experience journey of "beautiful China".

在“黄河之旅”推介中，宁夏回族自治区文化和旅游厅以地方特色美食为切入点，用轻松愉悦的表现基调向台湾同胞介绍宁夏的黄河文化、大漠星空、酒庄休闲和动感体验，彰显“塞上江南”的独特魅力；河南省文化和旅游厅通过主人公叙述故事的形式，串联起洛阳、开封、郑州、安阳四大古都以及太极圣地焦作，引领台湾同胞进行了一场穿越时空之旅，生动显现古老与现代交相辉映的中原文化形象；山东省文化和旅游厅围绕“一山，一水，一圣人”的核心，从水浒文化区、黄河新风貌、黄河口生态文化等视角，突出山东作为中国古代文化、思想和精神高地的巨大影响力。

In the promotion of the "trip to the Yellow River", the culture and Tourism Department of Ningxia Hui Autonomous Region introduced the Yellow River culture, desert starry sky, winery leisure and dynamic experience of Ningxia to Taiwan compatriots with a relaxed and pleasant performance tone, highlighting the unique charm of "the upper reaches of the Yangtze River"; The Department of culture and tourism of Henan Province, in the form of narrating stories by the protagonists, connects the four ancient capitals of Luoyang, Kaifeng, Zhengzhou and Anyang and Jiaozuo, the holy land of Taiji, leads Taiwan compatriots on a journey through time and space, and vividly shows the cultural image of the Central Plains with the combination of ancient and modern; Focusing on the core of "one mountain, one water and one sage", Shandong Provincial Department of culture and tourism highlights Shandong's great influence as a highland of ancient Chinese culture, thought and spirit from the perspectives of Water Margin cultural area, new features of the Yellow River and Yellow River estuary ecological culture.

在“长江之旅”推介中，四川省文化和旅游厅以旅拍形式推广川南美酒、川东人文、川北文物、川西风情，全方位展示了四川沿江流域丰厚的旅游资源和人文底蕴；安徽省文化和旅游厅以三大名山（黄山、九华山、天柱山）、三大水系（长江、淮河、新安江）、三大文化（老庄文化、桐城文化、徽文化）为脉络，展现出生态良好、物产丰饶、文化灿烂、新奇时尚的八百里皖江城市和乡村风采；上海市文化和旅游局结合上海优越的地理位置、精致的海派文化以及中西文化交融的特征，推介以崇明花博会为代表的生态旅游、以黄浦江游览为代表的都市旅游，以美食、咖啡为代表的海派文化旅游，全面呈现上海“开放、创新、包容”的城市品格。

In the promotion of "Yangtze River Tour", Sichuan Provincial Department of culture and tourism promoted the fine wine in southern Sichuan, the humanities in eastern Sichuan, the cultural relics in northern Sichuan and the customs in Western Sichuan in the form of tourism photography, showing the rich tourism resources and cultural heritage along the river basin in Sichuan in an all-round way; Anhui Provincial Department of culture and tourism takes three famous mountains (Huangshan Mountain, Jiuhua Mountain and Tianzhu Mountain), three water systems (Yangtze River, Huaihe River and Xin'anjiang) and three cultures (Laozhuang culture, Tongcheng culture and Hui Culture) as the context, showing the 800 mile urban and rural style of Wanjiang river with good ecology, rich products, brilliant culture and new fashion; In combination with Shanghai's superior geographical location, exquisite Shanghai style culture and the integration of Chinese and Western cultures, Shanghai Municipal Bureau of culture and tourism promotes eco-tourism represented by Chongming flower expo, urban tourism represented by Huangpu River tour and Shanghai style cultural tourism represented by food and coffee, comprehensively presenting Shanghai's urban character of "openness, innovation and inclusiveness".

“云交流”促推两岸业界交流互鉴

"Cloud exchange" promotes cross-strait industry exchanges and mutual learning

2008年大陆居民赴台旅游正式启动以来，两岸双向旅游已经成为两岸民间交往的主渠道，为两岸和平发展做出了积极贡献。

Since the official launch of mainland residents' tourism to Taiwan in 2008, cross-strait two-way tourism has become the main channel of cross-strait non-governmental exchanges and made positive contributions to the peaceful development of both sides.

经过多年培育，“美丽中华”系列推广活动已成为联结两岸同胞情感、推广大陆文化和旅游资源的重要品牌。在常态化疫情防控背景下，海旅会认真组织、精心策划，今年再次在“云”上举办“美丽中华”推广活动，有助于进一步提升两岸同胞对于文化和旅游行业回暖升温的信心，促进两岸业界交流互鉴、凝心聚力，推出更多特色旅游产品和优惠政策，为两岸文化和旅游交流合作蓄势赋能。

After years of cultivation, "beautiful China" series promotion activities have become an important brand connecting the feelings of compatriots on both sides of the Strait and promoting mainland culture and tourism resources. In the context of normalized epidemic prevention and control, the CTSC has carefully organized and carefully planned to hold the "beautiful China" promotion activity on the "cloud" again this year, which will help to further enhance the confidence of compatriots on both sides of the Strait in the recovery and warming of the cultural and tourism industry, promote cross-strait industry exchanges, mutual learning and cohesion, and launch more characteristic tourism products and preferential policies, It will build momentum and empower cross-strait cultural and tourism exchanges and cooperation.

海旅会副会长、秘书长满宏卫，台湾旅游交流协会理事长赖瑟珍、台湾旅行业品质保障协会理事长许禓哲、高雄市旅行商业同业公会理事长吴盈良出席活动并致辞。海旅会代表，海旅会台北办事处、高雄办事分处负责人，台湾旅游公（协）会代表、旅行商、高校、研学机构及相关企业和商会代表，推介省（区、市）文化和旅游部门和企业代表，大陆及台湾媒体等逾千人参加了此次线上推广活动。

Man Hongwei, vice president and Secretary General of the Overseas Travel Association, Lai sezhen, President of Taiwan Tourism Exchange Association, Xu Yizhe, President of Taiwan Travel Industry Quality Assurance Association, and Wu Yingliang, President of Kaohsiung Travel Business Association, attended the event and delivered a speech. More than 1000 people, including representatives of the Overseas Tourism Association, heads of the Taipei office and Kaohsiung Branch Office of the Overseas Tourism Association, representatives of Taiwan Tourism Association, travel agents, universities, research institutions and relevant enterprises and chambers of Commerce, representatives of provincial (District, municipal) cultural and tourism departments and enterprises, mainland and Taiwan media, participated in the online promotion activity.