china tourism group logo

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China Tourism Group reveals new brand logo

By Xu Lin | chinadaily.com.cn | Updated: 2019-11-08 11:02

• Educational travel conference held in Beijing
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UN Tourism | Bringing the world closer

• Asia and the Pacific
• 24 Jul 2013

China Unveils New Tourism Logo

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China, which in April this year adopted its first national tourism law and which has become the world´s number one tourism source market internationally, has designed its new tourism logo in the form of a traditional seal with "Beautiful China" in both Chinese and English writing. According to CNTA, the logo

¨ […] combines the two traditional Chinese arts of seal engraving and calligraphy, and uses the Chinese character for “travel” in an oracle style to highlight the character of tourism. The backdrop in blue symbolizes the vigor and vitality of the process of building a beautiful China. The Chinese inscriptions of "Beautiful China" are in red, which is the color of China's national flag and a symbol of China’s culture. The Chinese characters for the word "China" are written in Chairman Mao's calligraphy style, and the Chinese script of "Beautiful" takes a rather simple manner. The English script, black in color, uses a smooth handwriting style in order to show international vision and promising future of an open and dynamic tourism in China.¨

"Beautiful China" was designed to reflect China's cultural traditions and abundant natural and cultural resources for tourism and present an accurate, vivid, and comprehensive interpretation of the essence of China's tourism industry.

The new logo and theme will be promoted by CNTA at this year´s domestic and international tourism exhibitions and  events including China International Travel Mart, China Domestic Travel Fair, and international travel shows and activities organized within the framework of the opening and closing ceremonies of the "Year of China Tourism" in Russia.

CNTA is also working on the production of a promotional film and other printed and electronic promotional materials to spread the message of ¨Beautiful China.

Interesting Links:

• UNWTO Press Release: China - the new number one tourism source market in the world /archive/global/press-release/2013-04-04/china-new-number-one-tourism-source-market-world
• UNWTO Press Release: China´s new national tourism strategy set to increase outbound tourism /archive/global/press-release/2013-03-21/china-s-new-national-tourism-strategy-set-increase-outbound-tourism

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China Tourism Group Duty Free Logo in transparent PNG and SVG formats

China tourism group duty free logo icon format.

China Tourism Group Duty Free Logo icon format for dark backgrounds

About China Tourism Group Duty Free

China Tourism Group Duty Free Corporation Limited operates duty-free shops in China. The company engages in the wholesale and retail of duty-free commodities, such as tobacco and alcohol, incense, and fine products. It is also involved in travel retail business, as well as commercial complex investment and development business. The company was formerly known as China International Travel Service Corporation Limited and changed its name to China Tourism Group Duty Free Corporation Limited in June 2020. The company was founded in 1954 and is based in Beijing, China. China Tourism Group Duty Free Corporation Limited is a subsidiary of China Tourism Group Co., Ltd.

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• 'Nihao China' tourism logo unveiled in Sydney

A tourism logo featuring a cartoon panda, "Nihao China," was unveiled on Thursday at a promotional activity in the Australian city of Sydney, where local practitioners also learned about the latest development of cashless payment in China.

Huang Jin, assistant director of the China National Tourist Office in Sydney, introduces tourism in China during a promotional activity in Sydney, Australia, Aug. 24, 2023. [Photo/Xinhua]

Held at the China Cultural Center in Sydney, the promotion invited over 60 representatives from tourism-related institutions, including the China National Tourist Office, major Chinese airlines and banks, as well as travel agencies.

Huang Jin, assistant director of the China National Tourist Office in Sydney, made a detailed introduction of the tourism logo which consisted of a chubby cartoon panda, the colorful letters of "Nihao China" and a traditional Chinese seal.

"All these elements come together to form a logo and deliver a global message from China to the whole world that China is reopening and welcoming all friends from near and afar," said Huang.

Besides, participants were able to keep abreast of some convenient payment options popular in China, such as paying with a QR Code.

Mark Haddad, a business development manager at a Sydney-based travel agency, told Xinhua that it was quite nice to see the new logo and also know that customers do not need to carry cash while enjoying their trip in China.

"We're finding future bookings are starting to pick up," said Haddad, adding that a lot of people expressed their interest in looking for "new experiences of different regions" in China.

Working in the tourism industry for over 35 years, Haddad observed that many Australians have a growing desire to visit China's mountainous areas.

"Now they're looking at places like Guilin, and they're looking at the Yangtze River, the Pearl River Delta - all of the new areas that most people didn't think of back in the old days," he said. 

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• A tourism logo featuring a cartoon panda, "Nihao China," was unveiled on Thursday at a promotional activity in the Australian city of Sydney.

• Cover Story

County travel craze sparks tourism market potential

More people seeking holidays at quieter, low-key destinations, experts say.

Domestic travelers' growing preference for niche destinations and experiences has ignited the huge tourism potential of many of the country's lesser-known travel spots.

From last year's barbecue craze in Zibo, Shandong province, to this year's obsession with malatang, a spicy hot pot of boiled meat and vegetables on offer, in Tianshui, Gansu province, travelers are sending clear signals that a major shift in the domestic tourism market is underway.

Both of the prefecture-level cities attracted millions of travelers who were willing to wait in line for hours to taste these local specialties.

On social media, travel products are increasingly emphasizing their "uniqueness" as a way for people to showcase their individuality and lifestyle choices.

Since 2021, when the country was in the grip of the COVID-19 pandemic, Wen Yuxiang from Chengdu, Sichuan province, has discovered his passion for visiting small cities and county-level destinations off the beaten track. "I didn't fancy the popular tourist sites in downtown city areas and I couldn't travel long distances," said Wen, aged in his 30s.

That was when he started to explore counties on the edges of Chengdu.

"Travel information about those small destinations was mostly fragmented, so I just pieced together the details and came up with my own itinerary," he said.

He soon realized that there were so many options that he could satisfy his wanderlust in relative peace and quiet.

"I have been stunned by a lot of historical architecture and the breathtaking natural landscapes in those small cities and counties," he said.

Although sometimes he encounters discrepancies between online accounts of the destinations and what they are like in reality, in most instances his trips have not been disappointing. He has visited lesser-known destinations in many provinces including Sichuan, Gansu, Guizhou, Shanxi and Guangdong.

"They are small, but they all offer the necessary facilities, such as transportation, accommodation and dining," he said. "Most importantly, these places have kept alive the identity of the local people and the communities. This is more appealing to me than crowded big cities," Wen said.

As he shared his travel experiences on the social media platform Xiaohongshu, the number of his followers grew from fewer than 200 in 2022 to more than 72,000 today.

"My fans come from different regions around the country, and most of them have given me very positive feedback, even calling me their guide to treasured getaways," he said.

Wen is proud that many of his followers share photos of their trip to a destination he has recommended, often saying they felt the same way he did about their experience.

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