Zagreb expands tourism promotion in China following Beijing air link

The Zagreb Tourist Board (TZGZ) said that it had presented Zagreb in Beijing and Shanghai, highlighting new opportunities to attract Chinese tourists following the launch of a regular Air China service between Zagreb and Beijing.

In Beijing, Zagreb’s tourism offer was presented as part of a programme that brought together representatives of Chinese and European institutions, diplomatic missions and the business sector, CE Report quotes HINA.

TZGZ Director Martina Bienenfeld said China represents an important market for Zagreb, with potential to increase tourist traffic and encourage longer stays, while the new air connection with Beijing is improving the Croatian capital’s accessibility.

“The new regular air connection with Beijing significantly contributes to improving Zagreb’s accessibility,” Bienenfeld said, adding that activities in Beijing and Shanghai are part of ongoing efforts to increase Zagreb’s visibility in the Chinese market.

Zagreb was also presented in Shanghai through cultural and creative projects. The Zagreb Festival of Lights is participating in the Shanghai International Light Festival until October 16. Of 174 entries from 16 countries, 20 were selected, including the Zagreb installation OPHRYS / BLOOM DATA by artist Alex Brajković.

The installation, which premiered in Zagreb this year, has been placed near the Cadillac Shanghai Concert Hall, where the festival officially opened on September 17. The work combines motifs of rare orchids from Mount Medvednica with the white magnolia, a symbol of Shanghai, conveying a message about preserving natural heritage and promoting sustainability.

Bienenfeld also recalled Zagreb’s long-standing ties with Chinese cities. Zagreb has maintained official cooperation and friendship with Beijing for more than three decades, while Zagreb and Shanghai have been sister cities since 1980.

According to the TZGZ, the new air connectivity, targeted promotional activities and the international presence of Zagreb’s cultural and creative projects are creating additional opportunities for the development of tourism exchanges and long-term cooperation with Chinese partners.

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