The Integrating Culture and Tourism: A Symposium to Share Your Stories and Insights event at London's British Museum, explored cultural tourism opportunities between the UK and China.
Industry figures hope the two sides can continue to promote cultural tourism and provide a platform for mutual learning and exchange that will contribute to the "golden-era" of Sino-British relations.
Hosted by the China National Tourist Office London, the symposium held panel discussions on historical and literary figures, and on events, festivals and tourism.
Yu Peng, minister counsellor of the cultural office at the Chinese embassy in the UK, said the Belt and Road Initiative is helping to increase cultural ties.
"The Belt and Road cultural link means we need peaceful cooperation; we need to be open and inclusive, and we need to be learning from each other to gain win-win mutual benefit. This is the spirit behind our cultural exchange program," Yu said.
Carma Elliot, director of the British Council in China and minister at the British embassy in Beijing, said at the symposium, "This is also the 40th anniversary of the cultural exchange agreement, which was very prescient in those early days, not only did the agreement say the UK and China will work together in the areas of culture, education, sport and so on but also said we will also work together on tourism as well. Those early days are now coming to fruition and not just on a bilateral basis but now to enrich the experience through greater connection and culture."
Speakers at the event included Andrew Evans, director of development of National Museums Liverpool, who spoke about the Terracotta Warriors exhibition and the city's World Museum, and Sandra Botterell, director of marketing and commercial enterprise at London's Kew Gardens, who touched on events and festivals at the Royal Botanic Gardens and what they have to offer.
Guests also had the chance to learn more about Tencent's WeChat mini-program to promote culture and tourism in a digital format.
Two photo exhibitions, Our Silk Road and Beautiful China: Man, Nature and Harmony were held at the British Museum to coincide with the seminar.
A series of events, organized by the China National Tourist Office London, have been taking place across the UK showing off Chinese culture. These include shows at Sadler's Wells Theatre, as well as Chinese artists' participation in London Craft Week and performances at London's Royal Festival Hall.