Aiming to further tap into the cultural and tourism resources of Ningxia and to enhance people-to-people exchanges between China and the world, the 2021 China Tourism and Culture Weeks is now underway and held its opening ceremony on Monday in Yinchuan, capital city of Northwest China’s Ningxia Hui autonomous region.

Over 120 people including officials from China's Ministry of Culture and Tourism, staff members of Overseas China cultural centers and China national tourist offices, scholars as well as professionals from the country’s travel and culture sectors attended the opening ceremony.

Co-hosted by the Network of International Culturalink Entities, the publicity department of the CPC committee of Ningxia Hui autonomous region and the Yinchuan municipal government, 2021 China Tourism and Culture Weeks runs with three themes of “beautiful villages and intangible cultural heritage protection”, “ice and snow tourism” and “cuisine culture”. From June 1 to June 30, global audiences can delve into China’s intangible cultural heritage, revel in our folk culture and dig into the country’s culinary delights through a host of online platforms and social media outlets of Overseas China cultural centers, chinaculture.org, and the official website of China Tourism and Culture Weeks. Over 260 items in the format of exhibitions, online workshops, short videos and more will be available to viewers.

Zhang Xu, vice-minister of culture and tourism, attended the ceremony and delivered a speech. “Overseas China cultural centers and China national tourist offices is a vital platform to display Chinese culture and to promote China’s tourism resources. By working closely with local culture, art and tourism sectors, Overseas China cultural centers and China national tourist offices have significantly boosted cultural exchanges and mutual understanding between China and the world," said Zhang. He also pointed out that against the backdrop of the COVID-19 pandemic, sharing via internet the achievements China has made in fields of intangible cultural heritage protection, rural revitalization, and ice and snow tourism can deliver a positive message that China and the world are standing together to overcome difficulties.

From rapidly-developed cities to picture-postcard countryside and a history where myths and legends collide, Ningxia is a treasured land in China's great west. Boasting a magnificent natural landscape consisting of towering mountains, stretching deserts，pristine lakes and a diverse culture characterized by Hetao culture and the Silk Road culture, Ningxia is dubbed as the “miniature bonsai of China’s tourism scene”.

Lai Jiao, vice-chairman of the people's government of Ningxia Hui autonomous region, said in his speech that Ningxia will positively craft itself as an international destination through six highlights: the Yellow River culture，desert tours and star gazing experiences, red tourism, wine tasting, outdoor sports and Great Wall relics.