China’s Zhejiang province boosts tourism ties with UAE and Mideast

China’s Zhejiang Province has officially launched its Culture and Tourism Middle East Promotion Center in Dubai, creating a new platform to strengthen cultural and tourism exchanges and expand cooperation between Zhejiang and the UAE and wider Middle East.

Hosted by Zhejiang Provincial Department of Culture, Radio, Television and Tourism , the launch ceremony and industry networking event brought together more than 60 representatives from the UAE, Saudi Arabia and other Middle Eastern markets, including tourism, business, education and related sectors.

Representatives from the Consulate General of China in the UAE, the China Cultural Center in the UAE, Zhejiang’s tourism sector and industry partners joined the event, which included the official unveiling of the new promotion center.

The event showcased Zhejiang’s diverse tourism offering, from its cultural heritage and scenic landscapes to its modern technology and innovation ecosystem. Participating Zhejiang tourism enterprises also presented curated itineraries spanning cultural discovery, ecological leisure, business travel, technology and innovation, providing Middle Eastern travellers with new ways to experience the province.

The new center will serve as a long-term bridge between Zhejiang and travel trade partners across the Middle East, supporting destination marketing, industry engagement, business collaboration and ongoing tourism exchanges.

Zhejiang has gained increasing international recognition for its technology, digital innovation and integrated approach to culture and tourism. By the end of 2026, a UAE business delegation is expected to visit Zhejiang for further exchange and research focused on digital tourism.

Looking ahead, the center will support initiatives across culture, tourism, sports and educational travel, while creating new opportunities for people-to-people exchange and deeper collaboration between Zhejiang and the Middle East.