Over the next year, Visa will be sponsoring a series of events to encourage tourism and trade between the United States and China.
The agreement between Visa and the China National Tourism Administration (CNTA) makes Visa a “strategic partner” for the CNTA’s upcoming “U.S.-China Tourism Year” and represents a landmark alliance between the CNTA, Visa, and the U.S. Department of Commerce.
The partnership was announced at a press conference held at the Great Wall of China. Visitors from the United States climbed the Jinshanling section of the Wall, along with Olympic athletes Meryl Davis and Charlie White. Davis and White took the gold medal in ice dancing at the Sochi 2014 Winter Olympic Games.
Ellen Richey, a vice chairman of public policy at Visa, said Visa was please to be part of the China tourism initiative. “Tourism is a key driver of economic growth, development, and cultural understanding,” said Richey. “By fostering cultural and economic exchange between the U.S. and China, the Tourism Year will bring substantial opportunity to both countries.”
Visa first ventured into the Chinese market in 1993, and this year entered into partnerships with the China Foundation for Development of Financial Education (CFDFE) and the China Foundation for Poverty Alleviation (CFPA). These alliances will help support China’s efforts to lift people out of poverty and promote financial literacy.
Activities for the U.S.-China Tourism Year, sponsored by Visa, are slated to include:
• An advertising campaign illustrating authentic travel experiences and featuring local Chinese photographers, promoted using the hashtag, #SeeChinaFromTheInside
• A cooperative campaign between Visa and Chinese banks, designed to promote travel between China and the United States
• An advertising campaign that promotes “Beautiful China” to United States residents, aimed at Visa cardholders and incorporating travel programs
• Visa will work with local retailers to encourage the adaptation of electronic commerce in small Chinese cities that are potential tourism destinations
• A Visa-sponsored study on the economic impact of trade between China and the United States
Vice Chairman of the CNTA Li Shihong said, “with support from Visa and other parties, the cooperation between China and the U.S. tourism industry will achieve fruitful accomplishments.”
Visa will work with Brand USA to execute the advertising campaigns, which are designed with the specific aim of getting United States travelers to go to China for vacations and discover the various recreation and sightseeing opportunities China has to offer. With Visa working to make it easier to spend money in China, tourism there may indeed see an uptick over the coming months and years.