The Chinese province of Jiangsu boosted its profile at PATA Travel Mart, where it exhibited for the first time, as part of its push to attract more international travellers by showcasing its mix of food, culture, and nature.
Paul Chin, director representing the Jiangsu Tourism (Singapore and Malaysia) Promotion Centre, sees the event as a platform for raising awareness among a professional audience.
“A lot of people still don’t know much about Jiangsu. Whether for business, culture, scenery, or food – we have it all here,” he stated.
Chin focused on highlighting the region’s culinary traditions, which are celebrated as one of China’s Eight Great Culinary Traditions. He hopes that by sharing the stories behind the food, tourists will be inspired to explore the destination and its history more in depth.
Moving forward, Chin’s team will continue to organise fam trips and focus on marketing efforts to draw visitors from key markets such as Singapore, Malaysia, and Thailand. He believes that by emphasising culture and heritage, Jiangsu can offer travellers a more immersive and meaningful experience.
