A new chapter in Guangdong's international tourism outreach began on the night of October 22, at the iconic Canton Tower, where the province officially launched its global campaign "Discover Guangdong".
The event marked a major step in strengthening Guangdong's visibility on the world tourism map and in building the Guangdong–Hong Kong–Macao Greater Bay Area (GBA) into a world-class travel destination. It also carried a larger vision: to make Guangdong the first stop for global visitors to experience everyday life in China.
A night of culture, cuisine, and creativity
The launch ceremony gathered over 300 international travel professionals and influencers from more than 60 countries and regions, including the United States, Italy, Spain, Russia, Japan, South Korea, Australia, Thailand, Malaysia, Singapore, Pakistan, Kuwait, and Bahrain. Against the glittering skyline of Guangzhou, guests enjoyed a spectacular showcase of Lingnan culture—from traditional lion dances to Cantonese delicacies—in a celebration of Guangdong's cultural vibrancy and hospitality.
Visitors were greeted by both traditional and robotic lion dancers and gifted antique-style photo prints featuring Guangzhou's CBD skyline. Interactive zones offered hands-on experiences such as tax refund demos and encounters with eight forms of Lingnan intangible heritage, including Lu Feng shadow puppetry, Chaozhou gongfu tea, Dongguan incense craftsmanship, and Cantonese embroidery, allowing guests to "touch" and "feel" the living heritage of Guangdong.
Exploring the Greater Bay Area
After the ceremony, 100 international travel experts and influencers departed for in-depth trips across eight Guangdong cities, including Shenzhen, Shaoguan, Huizhou, and Chaozhou. Their experiences will be shared through photos, videos, and social media stories on Facebook, Instagram, and other global platforms, bringing the journey to international audiences.
Guangdong leads China's inbound tourism market
Since 2023, Guangdong has remained at the forefront of China's inbound tourism recovery. In the first half of 2025, the province welcomed over 39.3 million inbound visitors, generating 98.8 billion yuan (US$13.5 billion) in tourism revenue—both up by more than 30% year-on-year.
According to Trip.com Group, from January to September 2025, Guangdong ranked first nationwide in total inbound visitors, with particularly strong growth from Singapore, Malaysia, Thailand, Indonesia, France, and Russia.
Building on this momentum, the province will continue enhancing visa convenience, travel services, and global marketing, while rolling out the "Taste of Guangdong, Shared with the World" campaign in 2026, inviting global visitors to experience the vibrant culture and lifestyle of southern China.
Reporter: Li Fangwang
Photo & Video: Department of Culture and Tourism of Guangdong Province
Editor: Hu Nan, Shen He
