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Global tourism campaign 'China, More than Pandas' officially kicks off

With the aim of making the giant panda the face of China as a tourism destination and persuading tourists worldwide to include China as a part of their travel plans so they can see the cute and furry bear 'up close,' while letting the world become more familiar with a wider array of Chinese tourist attractions with local characteristics.

Li Jinzao, chairman of the China National Tourism Administration, and Jochen Szech, president of the Alliance of Independent Travel Traders, added the finishing touches to the eyes of the panda serving as the mascot to the event.

"Beautiful China, More than Pandas," a global tourism marketing campaign hosted by the China National Tourism Administration and managed by the Sichuan Provincial Commission for Tourism Development, officially kicked off in Berlin, Germany on September 2.