China's new tourism brand logo makes overseas debut in Berlin

"Beautiful China," the Chinese tourism industry's new tag line and global brand logo, made its overseas debut on Wednesday at the world's largest travel trade show in Berlin to lure more travelers from abroad to experience the country's breathtaking beauty.

Wu Wenxue, head of the Chinese delegation at the 47th Berlin International Tourism Fair (ITB), said the launching of the new logo represented China's new efforts to promote the country's tourism, as the tourist industry would provide new products with the theme of "Beautiful China."

With an overall look similar to a stamp, the new logo integrates modern messaging with the ancient Chinese art form of calligraphy. The hieroglyph in the background means "travel" in ancient Chinese language, which shows a flag guiding a couple around.

Illustrating an international vision, the "Beautiful China" logo represented China's promising and welcoming tourism industry, said Wu, a senior official at China National Tourism Administration (CNTA). "We'll provide better services and more colorful choices for overseas tourists to attract more people to visit China."

"For instance,we expect a steady growth of visitors from Germany, where at present about 500,000 to 600,000 people travel to China annually," Wu added.

China sent a delegation of 72 exhibitors from 19 provinces or municipalities to this year's ITB fair, showcasing a wide range of tourist products and features, including "World Heritage in China," "Along the Great Wall", "Chinese Gourmet Tour" and "Ethnic Folklores."

According to CNTA, China's tourism industry maintained sound development in 2012 as the number of inbound tourist arrivals reached 57.7 million and international tourism brought in some 50 billion U.S. dollars in foreign exchange, a 3.2-percent rise year on year.

Among global tourist markets, China now ranks the third both in terms of inbound arrivals and total tourist consumption, the CNTA said.

Some 10,086 companies from 188 countries present their products and services on a display area covering 160,000 square meters at five-day-long ITB, organizers said, adding that the event will attract more than 170,000 visitors, among them 113,000 trade visitors.