CHAPTER II EDUCATION, CULTURE AND TOURISM
Expanding educational, cultural and tourism exchanges are pre-requisites to deepening mutual understanding and affection as well as enhancing people-to-people connectivity between ASEAN and China. In 2014, ACC continued its efforts on consolidating the popular mandate and taking forward the strategic partnership between ASEAN and China that are critical to promoting good relations between countries.
In the field of education, the overarching objective of ACC remains the "One Goal" known as "Double 100,000 Students Mobility Goals" and the "Three Platforms" (China-ASEAN Education Cooperation Week or CAECW, Southeast Asian Ministers of Education Organization or SEAMEO, and ASEAN-China Language and Culture Centre) to serve the needs of education authorities of Chinese and ASEAN governments and education institutions. With the idea of providing services pro-actively and expanding activities gradually, ACC continues to serve the three groups of stakeholders, namely ASEAN Embassies, ASEAN students, and higher education institutions (currently vocational colleges). ACC organized lecture series for ASEAN Embassy officials, activities for ASEAN students, and workshops/exhibitions to promote cooperation and exchange in vocational education. ACC organized and facilitated the signing of MOU between ASEAN and China vocational education institutions to ensure a workable plan of actions and education exchanges are realized. ACC also worked closely with Beijing Language and Culture University following the establishment of ASEAN-China Language and Culture Centre as one of the platforms to promote mutual understanding between the peoples and societies of ASEAN and China and to promote students' activities.
In the field of culture, throughout 2014, ACC highlighted the “ASEAN-China Cultural Exchange Year” by co-organizing with the Ministry of Culture, and other relevant agencies on cultural exchanges between ASEAN and China. ACC co-sponsored and facilitated Chinese cultural entourage to perform in ASEAN countries as well as conducting and taking part in other activities such as exhibitions, seminars, workshops, forum, cultural tours with the aim at promoting ASEAN cultures among the Chinese public and the Chinese culture among the ASEAN communities. The projects were implemented not only to feature the uniqueness of each Member’s rich culture but also to highlight the importance of further strengthening cultural cooperation, and enhancing friendship between the peoples of China and ASEAN.
In the field of tourism, ACC spares no efforts to promote tours to ASEAN through various events and activities by working together with relevant stakeholders. To provide potential Chinese travelers with up-to-date travel information on ASEAN, ACC shot tourism TV documentaries, which were aired on the national TV network CCTV. ACC also works in collaboration with various partners to promote the two-way travel between ASEAN and China. ACC initiated capacity building projects for tourism professionals in ASEAN by assigning experts to ASEAN to help them better understand Chinese tourists and improve their service.
Supporting ASEAN Students' Activities
1. Background
There are nearly70,000 ASEAN students studying in China by the end of 2013, but lack of opportunities for mutual communication and exchanges among ASEAN students in China. ACC can provide exchange platforms for those students, and foster ASEAN identity among them for promoting ASEAN cultures in China and the awareness of ASEAN Community building process.
The approved budget of the project is 200,000 RMB.
2. Activities
(1) In December 2013, working with Beijing Language and Culture University, the ACC held the 2nd New Year’s Gala for ASEAN Students in Beijing. Representatives from ASEAN Embassies in Beijing and more than 300 ASEAN students attended the event. The students also showcased their respective national art performances and enjoyed a wonderful evening. Officials from ASEAN Embassies attended the Gala, and their attendance and speeches uplifted the spirits and enthusiasm of the students. Upon the request of ASEAN students, ACC has made the Gala an annual event since 2012.
(2) Sponsored by ACC, the 2nd Beijing ASEAN Students' Games (BASG 2014) was held on the weekends during 19 April - 18 May, at Beijing Language and Culture University (BLCU). Almost 1000 ASEAN students from Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Thailand, Singapore and Vietnam competed in 10 sports games namely, track and field, basketball, volleyball, football, tennis, table tennis, bowling, chess, and snooker. The opening and closing ceremonies as well as presentation of trophies were held to cheer up the ASEAN students. Ambassadors and officials from ASEAN Embassies in Beijing were invited to attend the ceremonies and watch the games, during which the ASEAN Anthem was played.
(3) ACC and the Malaysian Embassy in Beijing co-sponsored the Artistic Conception of South Seas, which was organized by the Malaysian Alumni Association of Tsinghua University, to commemorate the 40th Anniversary of the Establishment of Diplomatic Relationship between China and Malaysia on 7 June 2014 at ACC. More than 200 participants attended the event. The one-day event also showcased students' singing and dancing performances, painting exhibition, as well as seminars on Malaysian art and culture.
(4) ACC actively explores ways to promote ASEAN students' activities. ACC has donated many sport items for ASEAN students, and stands ready to provide venue for ASEAN students to hold activities.
3. Outcomes and Effects
ACC facilitated the exchanges and communications among ASEAN students. The frequent gathering of ASEAN students helped to enhance their understanding about the importance of ASEAN Community building, and how they can play a role in promoting friendship and ASEAN identity. The participation of Chinese students in some of the ASEAN students' activities have helped to enhance the public awareness on ASEAN cultures, languages and arts in China.
Mutual Exchanges between ASEAN-China Vocational Education Institutions
1. Background
Vocational education is a key field for ASEAN community building, as well as one of the priorities for developing Chinese education. To meet the needs of ASEAN Member States and China for occupation talents, ACC is dedicated to promoting ASEAN-China vocational education cooperation, and has made it a flagship programme in deepening ASEAN-China educational exchanges.
The approved budget of the project is 100,000 RMB.
2. Activities
(1) In the year of 2014, ACC organized 3 groups of Chinese Vocational Colleges’ ASEAN Tour, covering all the 10 ASEAN Member States.
* On 11-20 February, ACC, together with China Education Association for International Exchanges (CEAIE) and Guizhou Provincial Department of Education, organized a group of Chinese Vocational Colleges to visit Brunei Darussalam, the Philippines and Indonesia. The two Chinese organizations signed MOUs with SEAMEO INNOTECH and SEAMEO VOCTECH.
* On 26 March - 3 April, ACC organized a delegation of 20 representatives from 10 Chinese Vocational Colleges to visit Indonesia and Singapore. During the visit in Indonesia, two Indonesia-China Partnership Workshops on Vocational Education were held in Jakarta and Denpasar.
* On 5-13 May, a delegation of 26 representatives from 12 Chinese vocational colleges, organized by ACC, visited Myanmar, Lao PDR and Cambodia. The delegation participated in three Partnership Workshops on Vocational Education held respectively in Yangon, Vientiane and Phnom Penh, and field visits to related local education institutions.
(2) In 2014, ACC received four groups of ASEAN vocational education delegation to visit China.
* On 10-12 June, organized by ACC and SEAMOLEC, an Indonesia delegation of 60 representatives from vocational colleges and vocational high schools visited 2 universities and 4 vocational colleges in Beijing and Jiangsu Province. It was a return visit of the Chinese Vocational Colleges’ ASEAN Tour to Indonesia in March.
* On 1-5 September, organized by ACC and SEAMOLEC, another Indonesian delegation of 30 representatives from vocational colleges paid a return visit to 1 university and 3 vocational colleges in Guizhou Province and Guangdong Province. The delegation also attended the ASEAN-China TVET Summit and the partnership workshop on Vocational education cooperation held on 1 September, in Guiyang City, which were two events of the 7th ASEAN-China Education Cooperation Week.
* On 20-21 October 2014, ACC organized the Singapore vocational education delegation from the Singapore Institute of Technical Education (ITE) to visit 3 vocational education institutes in Beijing, to better understand Chinese vocational education, to explore further cooperation between the two sides. The delegates from Singapore also attended the ASEAN-China Seminar on Cooperation and Exchanges in TVET held by ACC on 25 Oct. 2014, which was a key event during the World Federation of Colleges and Polytechnics (WFCP) World Congress 2014 in Beijing .
* On 23 October - 2 November, organized by ACC and the Ministry of Education and Sports of Laos, a delegation from Laos vocational colleges paid a return visit to Yalong Education Equipment Joint-Stock Co. Ltd. and vocational colleges in Jiangsu Province and Zhejiang Province. The Lao delegation also attended the ASEAN-China Seminar on Cooperation in TVET held on 25 October during the WFCP World Congress 2014.
(3) ACC held two high-level seminars on ASEAN-China Cooperation in TVET.
* The 2014 ASEAN-China TVET Summit, co-organized by ACC, SEAMEO VOCTECH and the Central Institute for Vocational and Technical Education (CIVTE) of MOE China, was held in Guiyang from 2 to 3 September 2014. The Proposal for the Establishment of the ASEAN-China Mechanism for Cooperation and Exchanges in TVET was signed by representatives of the above-mentioned institutions and observers from participating institutions.
* During the WFCP World Congress 2014, ACC, SEAMEO VOCTECH and CIVTE co-organized the ASEAN-China Seminar on Cooperation and Exchanges in TVET on 25 Oct. 2014. Almost 100 representatives from ASEAN Member States and 50 Chinese vocational education colleges and institutions attended the seminar, on which ASEAN-China vocational education condition, trend of reform and cooperation perspective were shared and expected, as well as the initiation of the ASEAN-China consortium for cooperation and exchanges in TVET.
3. Outcomes and Effects
The Tours to ASEAN, workshops and seminars organized by ACC enhanced the partnerships and exchanges among vocational institutions of ASEAN and China, provided opportunities for vocational education institutions of the two sides on potential cooperation, promoted students mobility from ASEAN countries to China, and facilitated the establishment of a long-term ASEAN-China mechanism for cooperation and exchanges in TVET:
* Altogether 99 Chinese colleges and institutions and 287 ASEAN education institutions participated in the above-mentioned events.
* More than 302 MOUs were signed between ASEAN-China TVET institutions.
* At least 180 scholarships for ASEAN students to study in Chinese top vocational colleges were facilitated, and the first batch of Indonesian students have already started their studies in several vocational colleges in Jiangsu Province since this September, while the second batch departed in early October.
* The “ASEAN-China Consortium for Cooperation in TVET” has been established and is expected to function in 2015.
*ACC has facilitated a Chinese company, Zhejiang Yalong Education Equipment Joint-Stock Co. Ltd. to donate 1.2 million RMB worth of equipment and training to some ASEAN countries.
|
Outcome of ASEAN-China Vocational Education Cooperation |
|
|
Participating Chinese Colleges and Insitutions |
99 |
|
Participating ASEAN Colleges and Insitutions |
287 |
|
MOUs Signed |
302 |
|
Scholarships provided by Chinese side |
180 |
Providing Information for "Study in ASEAN" and "Study in China"
1. Background
In 2010, Leaders from ASEAN member states and China agreed that the numbers of ASEAN students studying in China and Chinese students studying in ASEAN member states would both reach 100,000 by the year 2020. To fulfill the goal and further encourage student mobility among ASEAN member states and China, more information on education policies, education resources and opportunities should be made readily available.
The approved budget of the project is 100,000 RMB.
2. Activities
(1) ACC, together with Beijing Language and Culture University (BLCU), has started the work of publishing a Guide for ASEAN Students Studying in China (Beijing). The Guide, including useful information of living and studying in Beijing, ie. how to register, how to apply for scholarships, the laws and regulations, the tourist and shopping sites etc., will become a very useful guidance for potential ASEAN students, and especially for new arrivals, to settle down in the new living environment. The print version of this Guide will be made available soon.
(2) ACC has collected authoritative information of studying in Beijing, Tianjin, Jiangsu, Zhejiang and other provinces from the municipal/provincial departments of education, as well as e-version brochures of over 30 Chinese universities and colleges, and put them on ACC’s website for dissemination and publication.
3. Outcomes and Effects
ACC’s work has facilitated information flow between ASEAN and China that are conducive to student mobility; provided help for ASEAN students studying in China and promoted the education resources in different areas of China.
Mutual Exchanges between ASEAN-China Scholars and Experts
1. Background
There are increasing needs for mutual exchange of scholars and experts in ASEAN member states and China. Some ASEAN countries are eager to learn China's experience on the development of education. ACC has made efforts to facilitate the exchange of scholars and experts in the field of education, to showcase the achievement of education in China and to facilitate communication and exchanges of ideas.
The approved budget of the project is 150,000 RMB.
2. Activities
(1) ACC, together with Southeast Asia Ministers of Education Organization (SEAMEO) and the National Institute of Education Sciences of China (NIES), co-sponsored the Coordination Meeting on the Establishment of the SEAMEO-China Education Research Network & the Development of the Guidebook on Education Systems and Reforms in Southeast Asia and China in Beijing on 5 June 2014. 12 representatives from Brunei Darussalam, Cambodia, Indonesia, Laos, Malaysia, the Philippines, Singapore and Thailand participated in the discussions about the rationale, vision, mission and mechanism for sustainabilities of the Network, as well as the contents and time line of the Guidebook. They unanimously requested NIES to be the General Coordinator of the Guidebook Project.
On September 1-2, 2014, the three sides co-organized the China-ASEAN Conference on Education Policy and Research & The First Meeting of the SEAMEO-China Education Research Network. More than 20 representatives from the three initiators, namely, SEAMEO, ACC and NIES, and representatives from Brunei, Cambodia, Laos, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Thailand, Timor Leste and Vietnam participated in the the Meeting. The meeting pooled suggestions and questions for the mechanism and working mode of the Network, and reached at consensus though discussion.
(2) As a partner of SEAMEO, ACC held a seminar on the development of TVET in the world and China on 21 October, as an incorporated event of the SEAMEO Congress, held on 21-22 October in Bangkok, Thailand. ACC invited the president of World Federation of Colleges and Polytechnics (WFCP) to serve as the moderator, and two experts from Central Institute for Vocational and Technical Education (CIVTE) of MOE China to share the experience and ideas on the fast development of modern TVET system in China in the past decade, as well as the new national policies for accelerating the reform and development of TVET.
(3) In 2014, ACC established SEAMEO-ACC Sports Education Innovation Award, which will recognize primary and secondary schools in ASEAN countries that have exemplary projects or activities in those aspects, in order to promote the physical education in ASEAN. ACC invited an expert from Asian Middle School Students Federation to Bangkok on 23-24 October, to provide support on the selection of exemplary sport projects and activities, and to give a lecture on the development of physical education in Asia.
3. Outcomes and Effects
The experts invited to ASEAN showcased the development of education in China and even in the World, shared their ideas, enhanced mutual understanding, and promoted the information flow between ASEAN and China. The Guidebook on Education Systems and Reforms in Southeast Asia and China is expected to be completed by 2015.
Experiencing Chinese Education
1. Background
As part of the efforts to promote better understanding of ASEAN officials on China’s education and to promote education exchanges and cooperation between China and ASEAN countries, ACC has hosted a series of lectures (in the form of seminars or field visits) for education officials from ASEAN Embassies and Consulate-Generals. Since 2012, ACC has held 10 such lectures (themed “Promoting ASEAN-China Double 100,000 Students Mobility”) in Beijing and other cities in China, to assist ASEAN officials obtain first-hand experience in education in China so as to enhance ASEAN-China education cooperation through their own experiences and visits. In 2014, three lectures and field visits have been organized by ACC.
The approved budget of the project is 100,000 RMB.
2. Activities
(1) On 22 January 2014, ACC and Beijing Municipal Department of Education co-hosted the “Seminar on ASEAN Students Studying in Beijing”. Officials from 8 ASEAN Embassies and 20 representatives from top universities in Beijing were invited to the seminar. The seminar facilitated the information exchange, promoted best education resources in Beijing, and provided more channels and opportunities for ASEAN students to obtain studying opportunities in Beijing.
(2) On 27-30 May 2014, ACC organized a working visit to Zhejiang Province for officials from ASEAN Embassies and Consulates. 6 ASEAN officials met officials from Zhejiang Provincial Department of Education, visited a public university, a private university and a public vocational college. The field visit helped the ASEAN officials understand better the education development of Zhejiang Province as well as the opportunities and scholarships provided for students from ASEAN countries.
(3) On 2 September 2014, ACC and Guizhou Provincial Department of Education co-hosted the “Dialogue on Policies of ASEAN-China Education Cooperation” in Guiyang, Guizhou Province, which is also an important event of the 7th CAECW. Themed “Experiencing Education in China, Promoting Two-way Students Mobility”, the Forum invited 8 officials from ASEAN Embassies and Consulate-Generals, about 30 officials from the Chinese Ministry of Education and 12 provincial departments of education, as well as representatives from universities and colleges.
3. Outcomes and Effects
The lectures and working visits held by ACC enhanced the mutual understanding and promoted more opportunities for students’ mobility. ASEAN education officials learnt more about the situation, strengths and advantages of education in different areas of China, connected with local education institutions, and explored the potential areas for future cooperation and exchanges. The education authorities and education institutions better understood the needs of ASEAN students, and many local education institutions also had the opportunities to promote themselves.
Signing MOUs with related organizations
1. Background
In Education, ACC is actively cooperating with provincial education departments and related enterprises, integrating resources, to better promote exchange and cooperation in education between China and ASEAN.
2. Activities
(1) ACC signed MOUs with Jiangsu Provincial Department of Education. On 2 September 2014, SG Ma Mingqiang signed the cooperation MOUs with the Director-General Mr. Shen Jian of Jiangsu Provincial Department of Education. The two parties will fully utilize ACC’s role as the platform of information and activities, and take advantage of the high quality education resources and scholarship in Jiangsu Province, to establish the coordinated mechanism, share information with each other, to jointly facilitate education collaboration between Jiangsu Province and ASEAN countries, as well as to promote to build a steady exchange and cooperation relationship in areas of students studying aboard, teacher training, mutual visits and international conference among the colleges in Jiangsu Province and ASEAN countries.
(2) ACC signed MOUs with Zhejiang Yalong Educational Equipment Joint-Stock Co. Ltd. On 2 September 2014, SG Ma Mingqiang signed MOUs with the Chairman Mr. Chen Jiquan of Zhejiang Yalong Educational Equipment Joint-Stock Co. Ltd. The two sides will jointly promote exchange and cooperation in vocational education between China and ASEAN, and facilitate development of vocational education in ASEAN countries. Yalong Educational Equipment Company will donate to ACC educational equipments or provide training opportunities worth of 5,000,000 RMB, for supporting the development of vocational education in ASEAN countries in the next three years.
3. Outcomes and Effects
The ACC cooperated with Jiangsu Provincial Department of Education closely, have organized many colleges in Jiangsu Province to participate in the activity of Chinese Vocational Colleges’ Tour to ASEAN, for establishing the cooperation platform among colleges in Jiangsu Province and ASEAN countries, enhancing internationalization of colleges in Jiangsu Province, particularly vocational colleges. In 2014, colleges in Jiangsu Province have offered around 180 scholarships for students from ASEAN countries, the first and second batch of 150 Indonesian students have enrolled in universities and vocational colleges in Jiangsu Province.
Zhejiang Yalong Educational Equipment Joint-Stock Co. Ltd. is actively supporting the activity of Chinese vocational colleges’ tour to ASEAN, and promoting high quality education equipments to ASEAN countries. In 2014, Yalong Educational Equipment Company has donated educational equipments and provided training worth of 1,200,000 RMB to some parts of ASEAN countries.
Organizing SEAMEO RIHED-ACC Study Visit in China
1. Background
According to the cooperation program between ACC and SEAMEO RIHED, the two parties co-organized university executives from ASEAN Member States’ study tour in China, to promote mutual understanding and cooperation among universities and colleges in China and ASEAN Member States.
2. Activities
In December 2013, ACC together with SEAMEO RIHED organized the first group of ASEAN universities study visit in China with 26 participants, and paid a visit to Tsinghua University, Tianjin University and Northeastern University, as well as to their respective science and technology parks.
On 2-7 November 2014, the two parties organized the 2nd ASEAN Universities study visit to China. Altogether 24 participants from Ministries of Education and universities from Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, Thailand, Philippines and Vietnam visited Shanghai municipal education commission, Shanghai Education and Science Institute, Suzhou Dushu Lake Higher Education Park, Tongji University, Zhejiang University, Zhejiang Industrial University, Xi’an Jiaotong Liverpool University and Commercial Aircraft Corp. of China.
3. Outcomes and Effects
The two groups of study visit in China, organized by ACC and SEAMEO RIHED showcased the development of Chinese higher education, as well as the huge achievement of Chinese universities on talents training, and promoted bilateral cooperation on students mobility, teachers exchange and collaboration programs on science and research between universities from ASEAN Member States and China.
Tour performances by China Art Troupes to Southeast Asia
1. Background
To celebrate the 2014 ASEAN-China Cultural Exchange Year, ACC organized the tour performances jointly with the Ministry of Culture of China and other cultural institutions in Cambodia, Vietnam, Indonesia and Malaysia. The performances were given by the China National level art groups, displaying colorful ethnic culture of China and ASEAN, which contributed to enhancing ASEAN-China mutual understanding and friendship.
The approved budget of the project is 250,000 RMB.
2. Activities
(1) On 2 January 2014, the China Ethnic Art Troupe gave its premiere of the tour at Koh Pich Theatre, which is the biggest theatre in Phnom Penh. The theatre with a full capacity of 3500 was filled with enthusiastic audiences. H.E. Mr. Ek Sam Ol, President of the Constitutional Council, H.R.H. Princess Buppha Devi, H.E. Mrs. Pheong Sakona, Minister of Culture and Fine Arts, H.E. Mr. Thong Khon, Minister of Tourism, H.E. Mr. Khieu Kanharith, Minister of Information and diplomatic envoys in Cambodia watched the performance.
(2) On 4 January 2014, the troupe gave the second show at Cambodian Cultural Village in Siem Reap. There are about 4000 local and international audiences watched the performance.
(3) On 7 January 2014, the troupe gave the third show at the City University of Culture in Ho Chi Minh. 1200 audiences watched the performance.
(4) On 10 January 2014, the troupe gave the forth performance at Hanoi Opera House. Ten Ministerial-level officials including Vice Minister of Foreign Affairs, Vice Minister of Culture, Sport and Tourism and diplomatic corp based in Hanoi were present at the show.
(5) On 18-19 August 2014,"Taiji Grand Stage Show" was held at the Balai Kartini, Jakarta, Indonesia. Secretary-General of ASEAN, Permanent Representatives of ASEAN Member States, Diplomatic corps in Jakarta and the other 3000 audiences watched the performances.
(6) On 22 August 2014, the China Ethnic Art Troupe gave a performance at the Balai Kartini. Deputy Secretary-General, Permanent Representatives of ASEAN Member States, Diplomatic corps in Jakarta and the other 1500 audiences watched the performance.
(7) On 24 August, China Ethnic Art Troupe gave a performance in Yogyakarta. The Mayor and the other 2000 local people watched the performance.
(8) On 26 August, China Ethnic Art Troupe gave a performance in Bandung. About 2000 audiences watched the performance.
(9) On 6 October 2014, China Oriental Performing Arts Group gave a performance in Kuala Lumpur Convention Centre. Around 3000 audiences from all walks of life watched the performance. H.E. Huang Huikang, Ambassador of China to Malaysia, Tan Sri Huang Yanyan, Chairman of Bureau for Malaysian Tourism Promotion and diplomats from foreign countries based in Kuala Lumpur were present at the performance. Prime Minister of Malaysia Dato’ Sri Mohad Najib sent a congratulatory message praising the performance.
(10) On 8 October, China Oriental Performing Arts Group gave a performance in Melaka. About 3000 audiences watched the performance. YAB Dato’s Seri Ir. Hj Idris Bin Hj Haron, Chief Minister of Melaka sent a congratulatory message praising the performance and also sent a representative to watch the performance.
(11) On 10 October, China Oriental Performing Arts Group gave a performance at the Miri Stadium. About 5000 audiences watched the performance including many of them were from Brunei Darussalam. YAB Datuk Patinggi Tan Sri HaJI Adenan Bln Naji Satem, Chief Minister of Sarawak sent a congratulatory message praising the performance and also sent a representative to watch the performance. Mr. Liu Quan, Consul-General of China to Kuching and Mayor of Miri were present at the performance.
(12) On 12 October, China Oriental Performing Arts Group gave a performance in Kuching. About 3000 audiences watched the performance. Dato Sri Wong Soon Koh, Senior Minister of local Government and Community Development and Second Minister of Finance, Mr. Liu Quan, Consul-General of China to Kuching were present at the event.
3. Outcomes and Effects
Having attracted over 30000 audiences from all walks of life, the series of performances organized by the ACC, especially the ones in Cambodia, Vietnam, Indonesia and Malaysia displayed a wide range of China’s best art, song, dance and music. The tour offered the audiences chances to have a direct experience of the ethnic culture of China, including traditional dances, folk songs, and instrumental music, which is beneficial to promoting cultural exchange and enhancing mutual understanding among the peoples of ASEAN and China. The event was widely covered by the local and Chinese media like CCTV, Xinhua News Agency, CRI, People net and the major media in Cambodia, Vietnam, Indonesia and Malaysia. The event not only helped to promote the ASEAN-China Cultural Exchange Year, but also raise the ACC’s profile in Southeast Asia.
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Tour performances by China Art Troupes to Southeast Asia |
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Participating Chinese Art Troupes |
China Ethnic Art Troupe China Oriental Performing Arts Group |
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ASEAN Countries visited |
Cambodia(2 shows), Vietnam(2 shows), Indonesia(4 shows), Malaysia(4 shows) |
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Number of Audiences attracted |
30,000 |
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Reporting News Medias |
Chinese media like CCTV, Xinhua News Agency, China Radio International, People net and the major media in Cambodia, Vietnam, Indonesia and Malaysia |
The 4th Nanyang Culture Festival
1. Background
The festival was organized by Xiamen Municipal Foreign Affairs Office, Consulates General of Philippines, Singapore and Royal Thai in Xiamen, and supported by ACC. It was also the first time that all ASEAN Member States took part in the festival.
2. Activities
On 28 March, the 4th Nanyang Culture Festival was opened in Xiamen, Fujian Province. Mr. Liu Jianchao, Assistant Minister of Foreign Affairs of China, Mr. Liu Keqing, Mayor of Xiamen, Mr. Zhu Chongshi, President of Xiamen University and Ambassadors of Brunei Darussalam, Laos, the Philippines, Viet Nam and Consuls General of ASEAN Member States in Xiamen attended the opening ceremony. Mayor Liu Keqing and SG Ma Mingqiang delivered speeches at the opening ceremony. Mr. Liu Jianchao, Assistant Minister of Foreign Affairs of China declared the opening of the festival. Cultural performances given by the Chinese and ASEAN artists were presented at the opening festival. During the festival, a number of events such as trade fair and food festival were also organized.
3. Outcomes and Effects
The Nanyang Culture Festival has become an effective platform for exhibition, communication and collaboration among all stakeholders in advocating China-ASEAN connectivity for the flow of goods, capital and talents. As supporter, ACC attended the festival, which helped to raise the Centre’s profile in the departments concerned among ASEAN and China. Through the frequent communication with the participants, ACC had more complete understanding on the ASEAN-China cultural exchange and the trend of cooperation.
Ministerial Representatives of Culture of ASEAN Gathered at ACC
1. Background
2014 is the year of ASEAN-China cultural exchanges. The opening ceremony of the year was held on 7 April 2014 in Beijing. The ministerial representatives of culture from ASEAN countries attended the opening ceremony. Under the arrangements of ACC, a 40-people delegation of the ministerial representatives of culture from ASEAN countries visited ACC.
2. Activities
On 8 April 2014, ACC invited the 40-people delegation of the ministerial representatives of culture from 10 ASEAN countries to visit ACC after attending the Opening Ceremony of 2014 ASEAN-China Cultural Exchange Year. The delegation toured the photo exhibition on the development of ACC and ASEAN-China relations, was briefed on the ASEAN-China relations and the development of ACC. ACC invited 7 inheritance people of intangible cultural heritages to demonstrate their remarkable techniques, such as Clay Figurine Zhang, Yangliuqing New Year Painting, Ninghe County Paper-cutting, Root-carving, Gourd-carving, Pottery-making, and etc. The ministerial representatives were attracted to each stall and watched the demonstration with great interest. Some delegates even tried the techniques by themselves. The well-known artists presented to the delegation wonderful performance of folk musical instrument playing, singing and dancing of Chinese ethnic minorities, and enjoyed the warm welcome by the delegation.
3. Outcomes and Effects
Joining personally in the making-process of China’s folk arts and crafts, the ministerial representatives of culture from ASEAN countries had a direct understanding on the protection and inheritance of China’s intangible heritage and the performing arts. They affirmed the importance of the cultural exchanges which would help enhance people-to-people connectivity, create mutual trust and better understanding between the peoples of ASEAN and China.
This event was of great and special significance as this was the first time that high-ranking officials from all ten ASEAN Member States paid a visit to ACC together. This event not only vigorously raised the profile of ACC among the ministerial-level officials of ASEAN countries, but also displayed the charm of Chinese culture and enhanced the ASEAN-China cultural exchange and cooperation. Major media like CCTV, CRI, People.cn, and Huanqiu.com covered the event.
Participating in the Pan-Beibu Gulf Economic Cooperation Forum
1. Background
In 2011, the Study Report on the Feasibility of Pan-Beibu Gulf Economic Cooperation was passed on the ASEAN-China Summit, marking Pan-Beibu Gulf economic cooperation as subregional cooperation under the framework of China-ASEAN cooperation. The Pan-Beibu Gulf Economic Cooperation Forum has been successfully held for seven times, and become an important platform for pushing forward the Pan-Beibu Gulf Economic Cooperation.
2. Activities
On 15 May 2014, the 8th Pan-Beibu Gulf Economic Cooperation Forum was held in Nanning, Guangxi. More than 500 delegates including ASEAN-China high-ranking officials, scholars and experts attended the Forum, and had in-depth discussions on the strategic idea of Maritime Silk Road of the 21st Century and the way to achieve it in extensive areas so as to promote China-ASEAN co-destiny. SG Ma Mingqiang delivered a speech at the Forum expressing ACC’s willingness to support the Pan-Beibu Gulf Economic Cooperation and actively join in the building of Maritime Silk Road of the 21st Century.
Meanwhile, the Pan-Beibu Gulf Cultural Transmission Cooperation & Innovation Seminar was also held during the Forum emphasizing the role of cultural exchange in the Pan-Beibu Gulf Economic Cooperation and building Maritime Silk Road of the 21st Century.
3. Outcomes and Effects
The Forum has become an important platform and brand for China-ASEAN cooperation. This year’s forum was attended by state leaders and senior officials of China and ASEAN countries. ACC’s attendance substantially raises the profile of ACC and also had a chance to learn the thoughts and suggestions from the relevant organizations on building Maritime Silk Road of the 21st Century, which provided useful reference for ACC pushing forward Pan-Beibu Gulf economic cooperation and joining in building Maritime Silk Road of the 21st Century.
“Journey to the West” Cultural Tour to Myanmar
1. Background
To celebrate the 2014 ASEAN-China Cultural Exchange Year, ACC organized a Cultural Tour to Myanmar by the famous artist Liu Xiaolingtong, the player of Monkey King of the Chinese TV drama “Journey to the West”, which contributed to enhancing ASEAN-China mutual understanding and friendship.
The approved budget of the project is 100,000 RMB.
2. Activities
From 21-27 May 2014, ACC successfully organized the Cultural Tour to Myanmar by Liu Xiaolingtong, player of Monkey King, jointly with the Chinese Embassy in Myanmar and the Myanmar-China Friendship Association. During the visit to Myanmar, the delegation led by SG Ma Mingqiang and Liuxiaolingtou, paid a courtesy call to H.E. U Sai Mauk Kham，Vice President of the Republic of the Union of Myanmar and Foreign Minister H.E. U Wunna Maung Lwin. Two fans meetings were held respectively in Yangon and Mandalay, where thousand of fans attended the meetings. The delegation also visited Yangon Culture University, donated money and stationeries to orphans, and made friendly exchanges with Myanmar-China Friendship Association. Liuxiaolingtong was warmly surrounded by Myanmar fans wherever he appeared and made headline news in the local media reports. Myanmar-China Friendship Association awarded Liuxiaolingtou the title “Envoy of Friendship between China and Myanmar” for his contribution in promoting China-Myanmar cultural exchange, strengthening friendship between two peoples, as well as the promotion of world peace. During his visit to Myanmar in November 2014, Chinese Premier Li Keqiang praised that this was a vivid example of friendly exchanges between the people of China and the people of Myanmar.
3. Outcomes and Effects
As ACC’s efforts to celebrate the year of ASEAN-China Cultural Exchange, this visit attracted huge number of people from all walks of life of Myanmar and became the headline news in the local media reports, and local hot topic. It offered the audiences chances to have a direct interaction with the famous Chinese actor Liuxiaolingtong, which is beneficial to promoting cultural exchange and enhancing mutual understanding among the peoples of Myanmar and China. The event displayed the long history of cultural contact between China and its neighboring countries while reflecting the spirit of unity and struggle. It was widely covered by the local and Chinese media like Myanmar News Agency, MRTV, Mirror, Skynet, Yangon Media Group, Manmar Business Today, CCTV, Xinhua News Agency, CRI, Guangming Daily, People net, etc.
Best of China Performing Arts--Special Celebration of 2014 China-ASEAN Cultural Exchange Year and tour performances in Indonesia
1. Background
The Best of ASEAN Performing Arts is an event initiated by the ASEAN Secretariat to celebrate the rich and diversified cultures of the ASEAN Member States and foster cultural identity of the region. After many years of success, this event has made unique and substantial contributions to enhancing the mutual understanding and friendship among peoples of ASEAN countries, and facilitating the development of the ASEAN Socio-Cultural Community. Marking the significant 2014 ASEAN-China Cultural Exchange Year, ASEAN invited China, as a Dialogue Partner, to participate in the Best of ASEAN Performing Arts event as the guest of honor for showcasing its culture and arts.
The approved budget of the project is 150,000 RMB.
2. Activities
The Best of China Performing Arts--Special Celebration of 2014 China-ASEAN Cultural Exchange Year, co-organized by ASEAN-China Centre, Chinese Mission to ASEAN, ASEAN Secretariat was successfully held in Balai Kartini, Jakarta, Indonesia from 18 to 22 August. ASEAN Secretariat, Diplomatic corps in Jakarta. International organizations, Indonesian high-ranking officials, local celebrities, media and think-tanks attended the opening and closing ceremonies. H.E. Le Luong Minh, Secretary-General of ASEAN, Mr. Zhang Aiping, Director-General of Bureau for the External Cultural Relations of the Ministry of Culture of China, H.E. Suvat Chirapant, Permanent Representative of Thailand to ASEAN, and H.E. Yang Xiuping, Ambassador of the Mission of China to ASEAN delivered speeches.
On 18 August, the event was opened by the Taiji Grand Stage Show. The show proceeded along the line of the Tai Ji concept integrating the quintessence of Chinese performing feats, such as Tai Ji Boxing, Wudang Kung Fu, Plum Blossom Piles, Energy Ball, Balance Bar, etc. At the closing ceremony on 22 August, Colorful China showcased the diversified arts and culture of Chinese ethnic minorities through the splendid performances of songs, dances and music play. H.E. Dr. Mochtan, Deputy Secretary-General of ASEAN, SG Ma Mingqiang, H.E. Min Lwin, Permanent Representative of the Republic of the Union of Myanmar to ASEAN, and Mr. Wu Jinguan, Deputy Director-General of the State Ethnic Affairs Commission of China delivered speeches.
3. Outcomes and Effects
As major celebrating projects for the 2014 China-ASEAN Cultural Exchange Year and the start of the second decade of China-ASEAN Strategic Partnership, this activity produced profound historic significance. This was the first time that ACC worked together with ASEAN Secretariat, Chinese Mission to ASEAN holding such a grand cultural activity. The performances were warmly welcomed by all walks of life of Indonesia and diplomatic corp based in Indonesia. The audience spoke highly of the performances given by the China National level performing groups and had better understanding of the Chinese culture and ethnic art. The event was widely covered by the local and Chinese media such as Metro TV, International Daily, Qiandao Daily, CCTV, CRI and Xinhua News.
China-ASEAN Cultural Forum
1. Background
Both ASEAN and China enjoy rich and unique cultural heritage resource, which constitute good contents for the cultural exchanges and cooperation. China-ASEAN Cultural Forum is an important mechanism and platform for cultural dialogue and cooperation between ASEAN and China. It has been held for eight sessions and become a well-known brand of ASEAN-China cultural exchanges. Each session selects a common-concerned cultural content as the theme for discussion and sharing.
2. Activities
On 15 September 2014, the 9th China-ASEAN Cultural Forum was held in Nanning, Guangxi Zhuang Autonomous Region. The Forum was organized by the Ministry of Culture of China, Government of Guangxi Zhuang Autonomous Region, and supported by ACC. Mme. Li Kang, Governor of Guangxi Zhuang Autonomous Region, Mr. Liu Yuzhu, Assistant Minister of Chinese Ministry of Culture, Mr. Sam Tan, Minister of State of Singapore’s Ministry of Culture, Community, and Youth, delegates from ASEAN Member States, ASEAN Secretariat, ASEAN Foundation and Chinese cultural officials attended the Forum. SG Ma Mingqiang attended the Forum.
3. Outcomes and Effects
This Forum, themed on “Management and Practices of International Arts Festival” was also an important event of 2014 China-ASEAN Cultural Exchange Year. As supporter, ACC attended the Forum and had wide contacts with the cultural officials and professionals exchanging views on the management of art festival, which was conducive to holding future cultural activities.
Conference on ASEAN-China People-to-People Friendship (CACPPF)
1. Background
CACPPF was jointly initiated by the Chinese People’s Association for Friendship with Foreign Countries (CPAFFC), China-ASEAN Association and friendship-with-China organizations in ASEAN countries in 2006, with the purpose of establishing people-to-people exchange platform, promote mutual trust and push forward pragmatic cooperation. The Conference has been held annually in China, Brunei Darussalam, Indonesia, Malaysia, Singapore, Thailand, Vietnam and the Philippines. It has become an important platform for China-ASEAN people-to-people exchanges and made significant contributions to the development of relations between China and ASEAN countries.
2. Activities
On 19 September 2014, the Ninth Conference on ASEAN-China People-to-People Friendship (CACPPF) was held in Chengdu. The Conference was organized by the Chinese People’s Association for Friendship with Foreign Countries (CPAFFC), China-ASEAN Association, Chengdu Municipal People’s Government, and supported by ACC. Mr. Ma Biao, Vice Chairman of the National Committee of the Chinese People’s Political Consultative Conference, Madame Gu Xiulian, President of China-ASEAN Association, Mr. Feng Zuoku, Vice President of CPAFFC, and Mr. Tang Chuanping, Chairman of Chengdu Committee of the Chinese People’s Political Consultative Conference attended the Conference with ASEAN former state leaders, government ministers, ASEAN Secretariat officials, friendship-with-China associations’ leaders, diplomats accredited to China, local government officials, entrepreneurs as well as representatives from cultural and media sectors. About 300 delegates from China and abroad were present at the Conference. SG Ma Mingqiang spoke at the Summit Forum on ASEAN-China Relations held during the Conference introducing ACC’s objectives and major works in the area of people-to-people exchanges and cooperation. SG Ma also attended the discussion on the ASEAN-China tourism.
3. Outcomes and Effects
ACC, as inter-governmental organization, not only serves the ASEAN-China official exchanges and cooperation, but also the people-to-people friendly cooperation. ACC’s support and attendance substantially contributed to raising the profile of ACC among ASEAN-China non-governmental organizations, and also provided the new opportunities in exploring the new channels for pushing forward the ASEAN-China people-to-people exchanges.
ASEAN Tourism Promotion
1. Background
ASEAN countries are popular travel destinations for Chinese travelers. Statistics from the China National Tourism Administration show that Mainland Chinese travelers made a total of 12.27 million visits (first stop) to ASEAN in 2013, an increase of 26.6% over 2012, indicating a strong performance. To further raise the profile of ASEAN on the Chinese outbound travel market, ACC is committed to promoting ASEAN countries as travel destinations in China through various media and cooperation with relevant tourism stakeholders. The cooperation with CCTV, “Voyage”, “National Geographic Traveler (China)” proved to be effective methods of promotion, as TV, print and online media are integrated to approach a high-end market share.
The approved budget of the project is 100,000 RMB.
2. Activities
(1) “Taste - ASEAN”, the TV documentary featuring delicacies in ASEAN that ACC produced in 2013 was aired on China Central TV in February, May, June and October, four times during 2014, with a total of 840 minutes, including replay, for each country that completed shooting in Malaysia, Singapore, Thailand, Indonesia and Vietnam. The documentary was reaching out to viewers over 300 million which will greatly enhance the profile of ASEAN as travel destinations among Chinese citizens.
(2) Driven by ACC, more direct flights from China to ASEAN were launched. On 1-5 December 2013, ACC organized major tour operators promoting Cambodia, and media to visit Siem Reap, Cambodia, taking advantage of the inauguration of the regular direct flight between Beijing and Siem Reap which kicked off on 1 December 2013. Tourism Ministry of Cambodia hosted a Welcome Ceremony in the airport upon the arrival of the group, and made a destination presentation for the group. The landing arrangement agents and local hotel association were invited to meet and network with the group. Stories and images on Cambodia after the tour were posted on the media, and trade participants got a better understanding of the destination which will help them adjust and promote Cambodian tourism products in China.
(3) In January 2014, ACC worked together with Voyage, one of the leading travel & lifestyle magazine to photograph in Siem Reap, Cambodia. Famous actress Liu Shishi was invited to join the photo sessions. With the support of Tourism Ministry of Cambodia, the photographing went on smoothly. The 15-pages feature on Cambodia including the destination report, information of hotel and flight details appeared on April issue of the magazine.
(4) To consolidate capacity building of tourism industry and develop new products, from 20 to 25 February 2014, ACC invited tour operators dealing with ASEAN countries, together with travel and air related media to Chiang Mai, Thailand. A total of 18 participants took part in the technical visit to the tourist attractions in Chiang Mai, during which they discussed methods on promoting Thailand in China; facilitating the landing arrangements for Chinese tourists with local tourism authority and travel trade representatives. Statistics show that the mainland Chinese travelers made a total of 4.01 million first-stop visits to Thailand, an increase of 78.7%. In respond to the growing demand for ASEAN, Air China launched regular direct flight from Beijing to Chiang Mai in November 2013.
(5) On 2 April, ACC hosted a meeting with Beijing-based tour operators dealing with ASEAN. Mr. Tri Purnajaya, Director of Education, Culture & Tourism Division of ACC briefed the participants on the region's economic development as well as on ACC’s work of promoting ASEAN as travel destinations in China, and updated them of ACC's plans in the coming months. The tour operators appreciated ACC’s efforts in promoting ASEAN and shared current sales and market status. Topics on facilitating visa procedures and consolidating cooperation with ASEAN Member States were also discussed.
(6) From 7 to 10 April 2014, ACC dispatched a team of National Geographic Traveler (China) to produce a special feature on Chiang Mai, a town in North Thailand. Chinese actress Che Yongli joined the photographing. The team went to Wat Chiang Man Temple, Mae Sa Elephant Camp and Old Town. Typical local activities such as Thai Boxing, Thai traditional dancing, and umbrella painting were photographed. Stories and photos taken in Chiang Mai appeared in the 12-pages“FEATURES Exciting & Relaxing Chiang Mai”of the May issue.
(7) From 13 to 20 September 2014, ACC invited a group of 12 media and travel trade representatives from Shanghai & East China to undertake site inspections to major tourist attractions and hotels in Laos and Thailand. The group visited popular sites in Luang Prabang in Laos, both must-see and potential sites in Chiangmai and Bangkok, Thailand. The travel media and tour operators found both countries to have great potential in attracting more Chinese travelers. Stories and images of the two countries were posted on media, and new products of the two countries were created after the tour. The combination of developed destinations with emerging ones in ASEAN is one of the endeavors of ACC to further promote people-to-people contact between ASEAN and China, and help to boost the local and regional economy.
(8) On 27 September 2014, ACC assigned a representative to deliver a keynote speech on the “Forum on Trend of Self-Driving Tour in China”. The self-driving tour has become one of the vital elements in China’s tourism consumption. In accordance with “Annual Report of China’s Self-Driving Tour 2013-2014”, the domestic tourist visits reached up to 3.26 billion in 2013, an increase of 10.3%. The self-drive travelers reached up to 1.73 billion in 2013, an increase of 7%, accounting for 53% of the total travelers.
(9) On the first half of 2014, the GMS mobile navigation APP, developed by ACC, was ready to download. The APP of ASEAN-Chinese language translation has been completed for 5 ASEAN Member States with a total of 148461 usages during the first three quarters of 2014.
(10) On 13-16 November, ACC will participate in the China International Travel Mart (CITM), Shanghai. This is the third time that ACC teams up with ASEAN Secretariat since CITM 2012 in Shanghai. ACC’s booth is filled with backdrops of iconic images of all 10 ASEAN Member States. Inaugurated in 1998, CITM has become one of the biggest and most influential travel trade shows of its kind in Asia.
3. Outcomes and Effects
The implementation of these diversified tourism promotional activities focusing on integrating media; travel trade; airlines and other tourism stakeholders effectively raises the awareness of ASEAN as travel destinations among the Chinese travelers. Through the above-mentioned events, ASEAN Member States are exposed more than ever on Chinese media, especially the TV documentary aired on the national TV network, CCTV, that generated great public attention. The Chinese viewers got a better and in-depth understanding of the history, culture, customs and food in ASEAN, which increases the demand for ASEAN tourism products by Chinese travelers. The APP developed by ACC caters to the needs of Chinese travelers. The mobile translation software facilitates the two-way travel flow between ASEAN and China.
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ASEAN Tourism Promotion by ASEAN-China Centre |
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Media partners |
CCTV, Voyage, National Geographic Traveler (China), etc. |
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Social media and new media |
Web page, GMS mobile navigation APP, ASEAN-Chinese language translation APP |
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ASEAN Countries recommended |
Malaysia, Singapore, Thailand, Indonesia, Vietnam, Cambodia,etc. |
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Main activities |
Produce TV Documentaries, features with film stars, organize tour operators and medias to visit ASEAN countries, participate in International Travel Mart, tourism forum and host tourism seminars, etc. |
Experiencing China Tourism
1. Background
Boasting with world cultural & historical heritage sites and picturesque landscape, China amazes visitors from home and abroad with its spectacular architecture and towering skylines as well as a wealth of traditional culture and exquisite cuisine. To enhance people-to-people connectivity between ASEAN and China through tourism, and further increase visits to China from ASEAN, ACC organized visits and tours for ASEAN diplomats and media to experience the wonders of China.
The approved budget of the project is 200,000 RMB.
2. Activities
(1) In September, ACC invited ASEAN diplomats based in Beijing to visit Water Town & Simatai Great Wall located in Northeast Beijing. The area is a perfect match of natural and historical spots with towns renovated to its original look. The Simatai Great Wall is also praised as the most impressive part of the Great Wall. The planning and management of the area impressed the diplomats who believed similar areas in their respective countries could learn from the experiences and best practices.
(2) On 15-19 August, ACC organized a group of major TV networks of Thailand to visit Tai An and Qu Fu of Shandong Province. Shows and stories featuring Shandong were reported by Thailand media.
(3) On 15-24 October, ACC invited 3 influential TV networks of Thailand to shoot featured shows entitled “A Tour to Panda’s Hometown” in Southwest China's Sichuan Province. The home to Giant Panda, Sichuan, is also renowned for its food and splendid culture. The crew shot the Panda named Lin Bing born in Chiangmai Zoo of Thailand in 2009 and reported on the world-renowned Sichuan food. The crew also filmed an elementary school in Mianyang, which was donated by Maha Chakri Sirindhorn, Princess of Thailand. World Natural Heritage sites, Jiuzhaigou and Huanglong, were also filmed.
3. Outcomes and Effects
China and ASEAN are both source markets and travel destinations to each other. The two-way travel is also driven by friendship between ASEAN and China. The visits and tours organised by ACC will help to increase the understanding of China and promote China in ASEAN as a travel destination, build regional connectivity and boost regional economy.
Capacity Building for Tourism Professionals in ASEAN
1. Background
With the growth of China's economy and income increase of its residents, the fast-growing outbound travel market of China has been targeted by the world. Statistics from the China National Tourism Administration shows that the Mainland Chinese travelers made a total of 98.19 million overseas visits (first stop) in 2013, an increase of 18.04%. Of all these visits, 12.27 million were made to ASEAN, an increase of 26.60%. To attract more Chinese travelers, ASEAN needs to better understand the Chinese travelers.
The approved budget of the project is 100,000 RMB.
2. Activities
From 18 to 23 August 2014, ACC has successfully organized 4 workshops in Bandar Seri Begawan in Brunei Darussalam, Bandung and Jakarta in Indonesia, as part of ACC's Capacity Building Project for Tourism Professionals in ASEAN. Four professors from Guilin Institute of Tourism gave lectures on general introductions to Chinese history, culture, tourism market updates, Chinese Muslim community and e-business. The Workshops were participated by nearly 600 participants, including travel agents, hoteliers, airlines, travel trade associations and government’s agents. The four workshops were the first batch of capacity building activities initiated by ACC who will organize more similar events in all ASEAN Member States.
3. Outcomes and Effects
Analyzing the characteristics of Chinese tourism market and demands of Chinese travelers, the workshops were very well received and praised highly by the participants. The workshops created fruitful discussions and good networking among the lecturers and participants. This project helped the ASEAN tourism professionals better understand the Chinese tourism market, which will be helpful for them to adjust and improve their service quality, so as to attract more Chinese travelers to ASEAN by creating more products to cater to the Chinese travelers.
Tourism Cooperation with ASEAN Governments
1. Background
Tourism cooperation is one of the five fields of ACC's priority. In 2013, the visits by Mainland Chinese visitors to ASEAN witnessed a double-digit increase again, which contributed greatly to the economic development in ASEAN. To assist ASEAN with tourism promotional activities in China and encourage more Chinese travelers to visit ASEAN, ACC has been actively involved in tourism related meetings organized by ASEAN Secretariat in efforts to forge a closer cooperation and partnership with government agents of ASEAN countries and international institutions with hopes to consolidate tourism cooperation between ASEAN and China.
2. Activities
(1) Participation of ASEAN Tourism Forum (ATF)
2014 ASEAN Tourism Forum (ATF) took place in Kuching, Sarawak, Malaysia from 16 to 23 January 2014. At the invitation by the Ministry of Tourism & Culture Malaysia, SG Ma Mingqiang led a delegation to attend ATF, the 17th Meeting of ASEAN Tourism Ministers (17th M-ATM), and the 39th Meeting of the ASEAN National Organizations (39th ASEAN NTOs). During the 17th M-ATM, SG Ma briefed the Tourism Ministers of ASEAN on ACC’s works in facilitating tourism cooperation between ASEAN and China over the past one year and work plan for 2014. ACC’s integrated tourism promotion activities including TV documentaries, multi-media exhibition, ASEAN cultural nights, online photo competition, ASEAN-Chinese language translation APP, proved to be effective leverage for tourism promotion for ASEAN and cooperation between ASEAN and China. The ASEAN Tourism Ministers appreciated the work of ACC in promoting ASEAN in China and facilitating ASEAN-China tourism cooperation.
During the ATF, SG Ma Mingqiang also met with YB Dato' Seri Mohamed Nazri, Malaysian Minister of Tourism and Culture; H.E. Mari Pangestu, Indonesian Minister of Tourism and Creative Economy; H.E. U Htay Aung, Union Minister of Hotel and Tourism, the Republic of the Union of Myanmar; and H.E. Chaleune Warinthrasak, Vice Minister of Information, Culture and Tourism, Lao PDR, and exchanged views on the market status and future cooperation.
(2) Participation of ASEAN NTO Meeting
On 17-19 May 2014, ACC assigned representatives to attend the 40th ASEAN National Tourism Organizations (NTOs) meeting held in Legazpi, the Philippines. The ACC representative briefed the meeting of works ACC has done in the field of tourism over the past one year and the status of the on-going projects this year. ASEAN representatives expressed their gratitude to ACC for its efforts to promote ASEAN by integrating various resources, especially the TV documentaries aired on CCTV.
(3) Participation of Regional Workshop on ASEAN Tourism Strategic Plan
The Regional Workshop on the ASEAN Tourism Strategic Plan (ATSP) took place on 7 October 2014 in Manila, the Philippines. An ACC representative briefed the workshop of ACC’s accomplishments and experiences over the past 3 years since the launch of the Centre, in addition to ACC’s inputs and advises on the new ATSP.
3. Outcomes and Effects
Through the above-mentioned events, ACC forges an even closer cooperation with Tourism Ministries of ASEAN, which will generate more attention on tourism promotion of ASEAN in China from the policy-making level. ACC also shared the effective tourism promotional methods and best practices with ASEAN tourism representatives. The ASEAN side showed great interest in the capacity building projects for ASEAN tourism professionals and expressed their willingness to work together with ACC to improve the service quality in dealing with Chinese travelers. These events helped with mutual understanding and laid a solid foundation for ACC to carry out its projects.