The 2025 “Beautiful Shangrao, Serene Landscape” cultural tourism promotion event, themed “Picturesque Jiangxi, Unique Scenery,” showcased Shangrao’s cultural treasures and natural landscapes to Malaysian audiences. Organized by the Shangrao Municipal Bureau of Culture, Radio, Television and Tourism, the event highlighted the city’s commitment to expanding its global tourism profile.
Chen Yun, Secretary of the CPC Shangrao Municipal Committee, addressed attendees, emphasizing the deep historical ties between China and Malaysia and Shangrao’s growing appeal to international visitors. He underscored the city’s scenic beauty, cultural heritage, and diverse experiences, while also presenting opportunities for trade, education, and cultural cooperation under the Belt and Road Initiative.
The event welcomed distinguished guests, including representatives from Malaysia’s Ministry of Tourism, Arts and Culture, Tourism Malaysia, Jiangxi’s Foreign Affairs Office, Jiangxi Railway & Aviation Investment Group, and Jiangxi Airlines. Their presence reflected strong bilateral interest in tourism development and cultural exchange.
Event activities included the “Picturesque Shangrao” Photo Exhibition, which highlighted the region’s stunning landscapes; the “Dreamlike Shangrao” Intangible Cultural Heritage Market, featuring local crafts and traditions; and a signing ceremony designed to strengthen future partnerships between Shangrao and Malaysian tourism stakeholders.
By linking culture, heritage, and modern tourism offerings, Shangrao positioned itself as a dynamic destination for Malaysian travelers. The promotion also reinforced China–Malaysia friendship and laid the groundwork for deeper cooperation in culture, tourism, and economic growth over the coming decades.
