BERLIN, Sept. 2 (Xinhua) -- The first global promotional campaign of "Beautiful China, more than pandas" kicked off in Germany's capital city Berlin on Friday.
Organized by China National Tourism Administration, Sichuan Provincial Tourism Development Committee, the event started with a wonderful Chinese Face Changing performance which is unique to Sichuan opera.
More than 150 delegates from tourism industry, cultural circles and the media from China and Germany have attended the ceremony.
Li Jinzao, director of China National Tourism Administration, said tourism markets in China and Germany are large and have highly complementary tourism resources.
"The global promotional campaign of 'Beautiful China, more than pandas' will not only present China's beauty to more foreign tourists, but also will add vitality to deepen bilateral cooperation in tourism," Li added.
Joshen Szech, chairman of the association of independent tourism companies in Germany, who called himself a "big China fan", has been to China quite often, as he said in his speech.
In his eyes, China is a country "full of hospitable and warm-hearted people".
He said, Sichuan is a province that is worth travelling to due to the stunning nature, delicious food and outstanding attractions.
Hao Kangli, director of Sichuan Tourism Development Commission, however showed the guests more specifically Sichuan's natural beauty, cultural history, folk customs and other tourist attractions as well as gourmet highlights under the theme "Sichuan, more than pandas".
This year, Sichuan will also carry out promotional campaigns in Japan, the United States, Canada, Australia, New Zealand, Malaysia, Thailand and other countries and regions.
