China Culture Daily and online travel agency Trip.com Group announced that they will jointly launch the "travel with literary masterpieces" micro-variety show project.
The show's first season plans to partner with six cities related to classic literature, producing a six-episode variety show and customizing six distinctive cultural tourism promotion plans.
Wang Wei, senior vice-president of Trip.com Group, noted in his speech that China's cultural and tourism consumption has shifted profoundly from sightseeing to cultural experiences.
He said that "traveling with performances" and "traveling with films and TV shows" have become popular, while "traveling with literary masterpieces" is expected to spark a new boom in cultural and tourism consumption.
