China is home to 59 UNESCO World Heritage sites, including 40 recognized for their cultural significance, 15 for their natural beauty, and four that hold both cultural and natural value.

On Saturday, a global campaign was launched in Turpan, Xinjiang Uygur autonomous region, to promote China's 40 cultural heritage sites among international travelers.

The initiative, titled "Nihao! China" 2025 World Cultural Heritage Tourism Overseas Promotion Season, will run until November this year. It aims to raise awareness and promote these UNESCO-listed cultural heritage sites as attractive destinations through various activities, such as video screenings and photography exhibitions. Special offline promotional events are planned in Japan, the UK, and the US, according to the event organizers.

The launch ceremony featured keynote speeches and panel discussions that highlighted the rich tourism resources in Xinjiang, the cultural heritage along the Silk Road, and the sustainable tourism development of UNESCO World Heritage sites.

Francesco Frangialli, honorary secretary-general of the UN World Tourism Organization, addressed the importance of preserving, maintaining, enriching, and responsibly using cultural heritage for economic and social benefits.

"The existence of UNESCO-recognized sites can be a double-edged sword. On one hand, it draws attention to the value of a property, encouraging its maintenance and preservation. On the other hand, overexposure can attract an excess of visitors, degrading the quality of the experience and sometimes leading to physical degradation," he noted.

Using Xi'an and Venice as examples, he warned that popular destinations along the ancient Silk Road are at risk from the global trend of over-tourism. He urged local authorities and private companies in the region to prioritize the sustainability of their destinations and offerings.

The "Nihao! China" promotion season is hosted by the Network of International Culturalink Entities, supported by the International Cooperation Department of China's National Radio and Television Administration and the International Tourism Alliance of Silk Road Cities, in collaboration with various domestic cultural and tourism authorities, as well as overseas Chinese cultural centers and tourism offices.

Zhang Weiguo, director of the Network of International Culturalink Entities, stated: "The promotion season is not just an overseas tour of China's cultural and tourism resources; it is also a heartfelt invitation to travelers from around the world."

This year marks the 10th themed tourism overseas promotion season organized by the network since 2021. Previous themes included the Silk Road, the Yangtze River, the Yellow River, the Grand Canal, and China's ice and snow tourism.

In addition to showcasing over 6,000 digital promotional items, 18 offline promotion activities have taken place across 15 countries and regions, engaging more than 590 million participants globally.

"The promotion season has become a significant contributor to enhancing cultural, tourism and people-to-people exchanges between China and other nations," Zhang added.