China showcased the unique charm and vibrant vitality of its culture and tourism attractions at the Tourism EXPO Japan held in Aichi Prefecture.

Tourism EXPO Japan, one of the world's largest tourism festivals, saw its latest edition run from Sept 25 to 28 at the Aichi Sky Expo in Tokoname. The first two days were dedicated to trade and media, featuring exhibitions and business meetings among industry professionals, while the final days were open to the public.

This year's China Pavilion, themed "Nihao (Hello), China", was organized by the China National Tourist Office in Tokyo. Featuring more than 60 exhibitors, including 18 regional tourism authorities and five Chinese airlines. The pavilion highlighted China's latest inbound travel services, its UNESCO World Heritage Sites, and the richness of its traditional culture.

For the first time, the pavilion was also invited to perform on the main stage of the expo event. In a 30-minute showcase, traditional lion dance, face-changing, and ethnic songs were performed to present the distinctive charm of Chinese culture.

Takaji Satomi, a member of Japan's House of Councillors, was impressed after receiving a scented sachet at the exhibition area of Yangzhou, Jiangsu province, saying, "These kinds of spices and incense products are not only popular in China, but also make excellent souvenirs for overseas visitors."

Ye Yuan, representing an exhibitor from Hainan province, said that Hainan takes this expo as an important opportunity to showcase the province and introduce it to more people. "Hainan boasts mountains and rivers, along with beautiful natural scenery. Its golf courses are also excellent," she said.

Haruka Nonomura, chief of the tour planning division, Chubu regional sales department, at travel agency HIS, said that China offers not only a wealth of World Cultural Heritage sites but also stunning natural landscapes.

"One trip is never enough — you find new charms every time. Such variety is what makes China so special," she said.

She also mentioned that since the easing of visa policies last year, there has been a noticeable increase in the number of travelers to China.

Policy benefits

Since Nov 30, China has implemented a visa-free policy for ordinary Japanese passport holders, allowing stays of up to 30 days for business, tourism, family visits, exchange programs and transit purposes.

With the simplification of visa procedures, visiting China has become much more convenient for travelers, Nonomura said, adding that this has also made sales and promotional activities for travel agencies "much easier".

An event aimed at enhancing awareness and promoting China's World Cultural Heritage Sites was held alongside the expo, with participants seeking to further strengthen China-Japan exchanges.

Hironobu Nara, deputy commissioner for international tourism at Japan's Ministry of Land, Infrastructure, Transport and Tourism, said that tourism promotions from various regions of China, along with exchange meetings between the Japanese and Chinese tourism industries, offer valuable opportunities to appreciate China's rich and diverse cultural charms.

Hiroki Nakamura, director-general of Japan's Chubu District Transport Bureau, sees tourism as an "important bridge" between people and cultures. He hopes that such exchange activities will enhance mutual understanding and deepen friendship between the peoples.

Nakamura also expressed hope that more Chinese tourists will not only visit major Japanese cities but also explore local regions to experience Japan's diverse charms.

"China is ready to work with Japan to boost people-to-people exchanges through tourism and culture, strengthen public support, and promote healthy, stable China-Japan relations," she said.

houjunjie@chinadaily.com.cn