Visa Partnership To Drive Chinese Tourism

As part of the effort to promote tourism and cultural understanding between the U.S. and China, Visa will act as a strategic partner of the U.S.-China Tourism Year.

The company signed a cooperation plan on Friday (March 25) with the China National Tourism Administration (CNTA). The collaboration between the CNTA, the U.S. Department of Commerce and Visa is aimed at enhancing tourism, trade cooperation and understanding between the two nations through a year-long series of events.

“Visa is honored to be part of the U.S.-China Tourism Year,” Ellen Richey, vice chairman of risk and public policy at Visa, said in a press release. “Tourism is a key driver of economic growth, development and cultural understanding. By fostering cultural and economic exchange between the U.S. and China, the Tourism Year will bring substantial opportunity to both countries.”

A number of campaigns will be supported by Visa over the course of the U.S.-China Tourism Year, including:

• A consumer campaign featuring authentic travel experiences from local Chinese photographers, inspiring American travelers to #SeeChinaFromTheInside.
• A collaborative effort between Visa and financial institutions in China to promote cross-border travel between China and the U.S. throughout the Tourism Year.
• A marketing campaign in partnership with financial institutions in the U.S. to promote “Beautiful China” and the Tourism Year within the U.S. through cardholder and travel programs.
• Visa outreach and collaboration with local merchants to build up payment acceptance infrastructure in smaller destination cities in China. By encouraging electronic commerce, the initiative aims to make traveling and transacting easier for international travelers visiting China during the Tourism Year and beyond.
• A study on the economic impact of cross-border commerce between China and the United States in the Tourism Year.

Li Shihong, vice chairman of CNTA, said: “Visa’s support for the U.S.-China Tourism Year is a meaningful commitment that will have significant impact in both China and the United States. We believe, with the support from Visa and other parties involved in the initiative, the cooperation between China and the U.S. tourism industry will achieve fruitful accomplishments.”