Beijing launched a themed campaign promoting civilized tourism on May 19, which is also China Tourism Day, at Beijing Happy Valley, combining traditional culture, volunteer advocacy and intangible cultural heritage experiences to encourage responsible travel behavior among residents and visitors.
The event, themed “Travel Beijing with Courtesy and Civility”, was organized by the Beijing Municipal Bureau of Culture and Tourism as part of this year’s China Tourism Day activities. Organizers say the campaign aims to foster greater public awareness of civilized, rational and safe travel while helping improve the city’s tourism environment and service quality.
One of the main attractions was an immersive ancient-style interactive zone featuring role-play performances inspired by traditional Chinese culture. A performer dressed as Tang Dynasty (618-907) statesman Fang Xuanling engaged visitors through quizzes, poetry exchanges and etiquette-themed games that incorporated tourism etiquette, including protecting scenic spots, avoiding uncivilized behavior, and queuing in an orderly manner.
Visitors also participated in themed photo check-ins designed around traditional aesthetics and cultural elements, blending leisure activities with messages promoting responsible tourism.
Volunteer service and public education also formed a major portion of the event. Zhong Jingtao, recognized as one of China’s “Most Beautiful Volunteers” and a “Beijing Role Model”, shared stories from years of frontline volunteer work in tourist destinations, including maintaining order, assisting visitors, and discouraging uncivilized conduct.
Drawing from personal experiences, Zhong explains how small acts of courtesy can improve travel experiences for both tourists and local communities. Volunteers at the venue also provided route guidance, travel consultations and on-site assistance throughout the day.
Additionally, an intangible cultural heritage zone allowed visitors to experience traditional crafts firsthand. Li Dadong, a recognized Beijing artisan specializing in cloisonne enamelware, demonstrated traditional filigree enamel techniques and introduced visitors to the history and craftsmanship behind the art form.
Interactive workshops, including lacquering, fan-making, traditional rubbing, mother-of-pearl decorations, and herbal sachet crafting, attracted large crowds, especially families and young visitors.
According to the Beijing Municipal Bureau of Culture and Tourism, the city will continue exploring new ways to promote civilized tourism through cultural activities, volunteer participation and immersive experiences, while encouraging the public to help safeguard Beijing’s cultural heritage and tourism environment.
