On May 9, a cultural tourism promotion titled “Friendly Shandong, Hometown of Confucius” was held in Madrid, Spain. Government officials from both sides delivered speeches, and nearly 200 guests, including representatives from UNWTO, as well as Chinese-Spanish culture, tourism, heritage, and media sectors attended the event.

2023 marks the 50th anniversary of China-Spain diplomatic relations and China-Spain Year of Culture and Tourism. Shandong is eager to seek close cooperation, mutual development, and win-win relations with Spain through joint work. As the homeland of Confucius and with affluent culture and tourism resources, Shandong believes this event can bring more knowledge of the history and culture of China and the province to Spanish citizens, so as to facilitate further ties between people from the two countries.

During the promotion, five Spanish representatives were awarded the title of “Friendly Shandong” tourism ambassadors. Moreover, the provincial museum and culture heritage administration reached cooperation agreements with two Spanish museums, respectively.

Attenders immersed themselves in traditional Chinese culture through experience activities such as tea performance, traditional incense-making, hanfu wearing, and a Shandong cultural tourism photo exhibition.