Issue link: https://digital.copcomm.com/i/1526693
40 B M & T ••• September/October 2024 ••• www.blackmeetingsandtourism.com A land of ancient wonders and modern marvels, traveling to China offers today's wayfarer a unique blend of history, rich heritage, and innovation. Whether exploring historical sites, iconic cities and modern architecture or marveling at the amazing spec- tacle of live immersive performances that rival Broadway and Disney pro- ductions, visitors are sure to be captivated by the vibrant energy of China and inspired to return again and again. That was at least one of the goals of the 14th US-China Tourism Leadership Summit convened in Xi'an, Shaanxi Province, China held May 21-23, 2024. Co-hosted by the Ministry of Culture and Tourism of the People's Republic of China, the US Department of Commerce, and Brand USA, the summit underscored the commitment to rekindling travel ties and enhancing future tourism for the world's two largest economies, marking a significant step in revitalizing relations between the powerhouses. A major cornerstone of the summit was acknowledging both nations' desire to make a full recovery post pandemic and their equivalent willingness to work together to that end, a goal that can not happen without these summits. This three day event, followed by a fam trip to Beijing, and ITB- CHINA in Shanghai, promoted people-to-people exchanges among key stakeholders hosting some 75 highly respected leaders of the U.S govern- ment and prominent tourism industry groups, including Black Meetings & Tourism, to make up the US delegation. The summit featured keynote addresses from senior officials who with one accord emphasized how the hope of US China relations lies in the people. That we must foster mutual respect, trust and understanding, share common goals in development and peace, and exchange new ideas, values and ways of life. But above all, appreciate that we are living in the same global village, and it is up to us to demonstrate that we can co exist to promote human civilization and model a Global Civilization that places humanity and hospitality at the starting point. Panel discussions covered a range of topics and several initiatives were highlighted to encourage tourism growth. Inbound tourism to China efforts include promoting lesser-known destinations, enhancing infra- structure, increase of direct flights and developing tourist ease of access to China's growing digital world ie: AliPay, WeChat, Visa card. For out- bound tourism to the US, there is a huge push to simplify and ease the visa acquisition process, and ensure safer transparency for the Chinese travel- er for education, business or leisure; getting back on track with pre covid numbers when China dominated the market as the premiere traveler to the US counting for nearly 3 million of the 80 million visitors, and $35 bil- lion of the $235 billion export dollars spent in the US, supporting 9.5 mil- lion US travel and tourism jobs. Today, the US has been restored as an approved destination for Chinese travel making the US the #1 desired outbound destination once again. And as much as we are eager to attract more Chinese to see the U.S, we are excited about inviting you to partner with the China MICE and Corporate Travel sector to foster new business relationships and benefit from the wide range of products and bespoke offerings. Traveling to Xi'an, Beijing, and Shanghai provided an immersive experience of the country's rich traditions and dynamic present for the US delegates. Here is a quick overview of our journey: XI'AN: THE CRADLE OF CHINESE CIVILIZATION Renowned for its rich historical legacy as the starting point of the Silk EXPLORING XI'AN, BEIJING, AND SHANGHAI: A JOURNEY WELL WORTH TAKING BY TONI WALKER