A cultural photo exhibition featuring diverse regions of China is held in Aichi. Hou Junjie / China Daily

Aichi Prefecture of Japan on Friday witnessed activities for China's World Cultural Heritage sites, with participants seeking to further strengthen China-Japan exchanges.

This event in Tokoname is part of the "Nihao (Hello)! China" 2025 World Cultural Heritage Tourism Overseas Promotion Season, an initiative designed to enhance awareness of and promote China's UNESCO-listed cultural heritage sites as compelling travel destinations, through activities such as video screenings and photography exhibitions.

According to the China National Tourist Office in Tokyo, nearly 70 Chinese and Japanese enterprises participated in business promotion sessions during the event. They engaged in in-depth discussions on tourism resource development, product innovation, and market promotion, with several parties reaching preliminary cooperation agreements.

Held alongside the 2025 Japan Tourism Expo, running from Sept 25-28, the event leveraged the international platform to effectively showcase Chinese cultural and tourism resources, strengthening momentum for deeper bilateral cooperation.

Chinese scenery pictures on display in Aichi for potential visitors. Hou Junjie / China Daily

The Chinese Consul General in Nagoya, Yang Xian, remarked that China's charm is worth exploring.

"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 added.

Officials from Japan's Ministry of Land, Infrastructure, Transport and Tourism, or MLIT, as well as members of parliament, stressed the importance of tourism as a bridge between civilizations, and voiced hopes for closer bilateral cooperation.

Hironobu Nara, deputy commissioner for international tourism at MLIT, said that Japan's Tourism Agency is actively promoting outbound travel and hopes to strengthen cooperation with the China National Tourist Office in Tokyo to encourage more Japanese citizens to visit China.

Ouyang An, director of the China National Tourist Office in Tokyo, said cultural exchanges between China and Japan are growing steadily, with tourism cooperation gaining momentum.

He emphasized that, building on this progress, both sides will work to deepen exchanges, broaden diverse travel offerings, improve cross-border travel conditions, and promote higher-quality, sustainable tourism cooperation between the two countries.

Co-hosted by the China Center of International Cultural Exchange and Tourism Promotion, the Chinese Consulate-General in Nagoya, the China National Tourist Office in Tokyo, and several provincial and municipal cultural and tourism authorities, the event brought together more than 100 representatives from government, industry, airlines, and media of both countries.

Reviewer1: Huang Mengyao

Reviewer2: Zhang Yanlan

Reviewer3: Tang Caihong