China Launches 'Discover the Beauty' Initiative for Diplomats

A serene landscape showcasing China's natural beauty.

On March 20, the "Discover the Beauty of China" event for foreign diplomats stationed in China was launched at the Shunyi Grand Theatre in Beijing. The launch ceremony was graced by the presence of Gao Zheng, the Vice Minister of the Ministry of Culture and Tourism of China, alongside 12 foreign ambassadors and chargé d'affaires from various countries, including Dario Mihalin from Croatia. The event was attended by more than 200 representatives from different industries both in China and abroad.

During the ceremony, attendees had the opportunity to visit a special exhibition titled "Blossoming National Gateway: A Colorful Shunyi". This event featured a promotional program themed "Discover the Beauty of China," where participants reflected on the achievements and progress made since the initiative began five years ago while also marking the official kickoff for activities planned for 2026.

This year, the initiative will see foreign diplomats delve into cities such as Beijing, Chongqing, Guangdong, Sichuan, Hubei, and Shaanxi. They will engage with the dynamic blend of cultural tourism and witness firsthand the active transformation reflecting Chinese-style modernization.

The "Discover the Beauty of China" initiative, which is organized by the Ministry of Culture and Tourism, has successfully involved over 500 diplomats from 107 countries since its launch in 2021. By the end of 2026, it is projected to encompass 24 provinces, further promoting cross-cultural exchange and understanding.