On 17 January 2024, the ASEAN-China Centre (ACC) co-hosted the Launching Ceremony of ASEAN-China (Hainan) Tourism & Culture Promotion 2024 with the Hainan Provincial Department of Tourism, Culture, Radio, Television, and Sports, actively promoting tourism cooperation and cultural exchanges between ASEAN and China at the beginning of the ASEAN-China Year of People-to-people Exchanges. Director-General Chen Tiejun of the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports, Deputy Director Li Yaying of the Education, Culture and Tourism Division of the ACC, Minister Unny Sankar of the Embassy of Malaysia in China, Consul General CHHUM Bunthan of the Kingdom of Cambodia in Haikou attended and addressed the event. Diplomats from 8 Embassies of ASEAN Member States in China, as well as domestic and foreign travel agencies, tourism experts, and well-known media attended the event.

The distinguished guests jointly opened the Founding of Hainan Tourism Market Development Alliance, witnessed the Signing Ceremony for Tourism Cooperation, attended the ASEAN-China (Hainan) Roundtable Dialogue on High Quality Development of Tourism and Culture, and released the Analysis of the Trend of Hainan International Tourism Influence. 

After the Launching Ceremony, the delegation of the ACC and ASEAN diplomats conducted inspections in many places in Hainan province, including Lecheng International Medical Tourism Pilot Zone and Binlang Valley Li Miao Cultural Tourism Area, accompanied by representatives from the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports, and Hainan Tourism Association. They had in-depth exchanges on actively promoting tourism cooperation between ASEAN and China, expanding the scale of personnel exchanges, and injecting new vitality into the comprehensive strategic partnership between ASEAN and China.