Guangdong rolls out welcome mat for global tourists

The "Discover Wonders of Guangdong" global tourism campaign launched Wednesday night in Guangzhou, positioning the province as a premier gateway for international travelers seeking to experience both traditional Chinese culture and modern urban life. The event signals a strategic push to enhance Guangdong's international tourism profile.

Co-organized by the Department of Culture and Tourism of Guangdong Province, Trip.com Group (China’s leading online travel agency platform), and Tripadvisor (a leading travel site), the launch attracted nearly 300 travel industry professionals and influencers from over 60 countries. A select group of 100 participants will embark on tours across eight cities in Guangdong, with Shenzhen featuring prominently in the itinerary as a must-see destination showcasing China's technological advancements and urban innovation.

At Wednesday's launch ceremony, Guangdong tourism authorities released the "Guangdong Inbound Travel Guide" and a new promotional film highlighting Lingnan cultural elements. The film, titled "Discover Guangdong," seamlessly blends traditional arts like kung fu and lion dance with the dynamic modernity of the Guangdong-Hong Kong-Macao Greater Bay Area, where Shenzhen serves as a key economic and cultural hub.

In a highlight of the evening, Tripadvisor announced its "2025 Top 10 Chinese Cities for Food Experiences" list, with Guangzhou, Chaozhou, and Foshan being recognized for their rich culinary heritage and appeal to global food enthusiasts.

The campaign builds on Guangdong's strong tourism recovery since 2023. Recent data reveal impressive growth. The province received 39.31 million international visitors in the first half of 2025 alone, generating 98.8 billion yuan (US$13.8 billion) in tourism revenue — a year-over-year increase exceeding 30%. Data from Trip.com also show that Guangdong ranked first in China in inbound tourist arrivals from January to September this year, with notable growth from Singapore, Malaysia, Thailand, Indonesia, France, and Russia.

Guangdong Province boasts a history spanning over 2,000 years and a remarkably diverse landscape. Beyond the major economic powerhouses of Guangzhou and Shenzhen, the region is rich in cultural and natural attractions. These include Foshan, a cradle of martial arts and lion dance; the historic cities of Shantou and Chaozhou, with their Hakka heritage and distinctive architecture; Shaoguan, famous for its enchanting Danxia landforms; Jiangmen, a UNESCO World Heritage site; and the charming coastline of the Pearl River, which winds like a delicate ribbon through the province.