Air China and the China Center for International Cultural and Tourism Exchange on Monday launched a joint initiative to boost inbound tourism, unveiling new products and signing a cooperation agreement under the "Hello, China" Inbound Tourism Partnership Program.

Nearly 170 representatives from cultural and tourism institutions, enterprises, media, and overseas influencers attended the event themed "Phoenix Rising Over Mountains and Seas, Welcoming Guests from Around the World".

Air China, China's national flag carrier, highlighted its global network of more than 1,200 destinations, including 71 routes connecting countries and regions involved in the Belt and Road Initiative.

The carrier also introduced an end-to-end service package tailored for international visitors: multilingual and digital tools before boarding, seamless connections and personalized services during travel, and smooth ground-to-air links after landing, from customs clearance to transfer guidance. Travelers can also enjoy discounts with partner merchants in various cities using their Air China boarding passes.

Officials from customs, border inspection, tourism authorities, and telecom providers outlined measures to improve entry facilitation, tax refund policies, and communication services for foreign visitors.

The partners said the move aims to integrate aviation and tourism more closely and offer overseas travelers greater access to China's cultural and natural attractions.

At the event, overseas bloggers also shared their personal travel experiences in China, showcasing the country's cultural richness and diverse attractions.