On 19June, the China (Xiamen) International Leisure Tourism Forum 2021 was successfully held at Xiamen International Conference & Exhibition Centre. Ms. Li Yaying, Deputy Director of the Education, Culture and Tourism Division of the ASEAN-China Centre (ACC), Mr. Dai Bin, President of the China Tourism Academy, Mr. Zhang Quan, Director of the Xiamen Culture and Tourism Administration, and representatives from government, enterprises, researchinstitutions, international organizations and other entities attended the Forum.

When addressing the Forum, Deputy Director Li Yaying stated that over the past 30 years, ASEAN and China have pursued harmony and win-win cooperation, and built an important pillar for regional peace and stability. China and the ASEAN Member States (AMS) have a time-honored culture and abundant tourism resources. People-to-people exchanges have always been an important source and driving force for the growth of their relations. On the post-pandemic global tourism map, East Asia will surely be one of the important regions boasting rapid recovery and better development. ACC is ready to fully play its role as a one-stop information and activity centre promoting friendly exchanges and cooperation between ASEAN and China in various fields.

At the “Leisure Travel, from Urban to Rural Areas”themed forum, President Dai Bin delivered a keynote presentation entitled “My Dream of Well-off Tourism Block”. He shared his new insights on the development of urban commercial areas and leisure tourism blocks.Other experts and scholars shared their understandings and exchanged experience on subjects including new era of home-stay tourism, tourism branding and promotion, and digitalization of rural tourism development. 

As one of the main affiliated events of the 7th China (Xiamen) International Leisure Tourism Expo (CILTE) 2021, the forum was hosted by the Organizing Committee of CILTE, supported by ACC and organized by Xiamen C&DGlobal Tourism Group (C&T Global Tourism Group). During their stay in Xiamen from 17 to 19 June, ACC representatives also attended other relevant events including the Presentation of Four Seasons Tour in Xiamen, the Opening Ceremony of CILTE 2021, Tourism Presentation of Yunnan as the Guest Province of Honor, and Tourism Presentation of Ningbo, Zhejiang Province as the Guest City of Honor. They also widely exchanged views with other participants over strengthening ASEAN-China tourism cooperation.