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2011 International Cultural Tourism Festival of Imperial City—“Magnificent Tour along the Central Axis” in New Dongcheng District i.e.

  On April 27, “Magnificent Tour along the Central Axis” in New Dongcheng District i.e. “Oriental Culture Tour”, leisure tour of the Imperial City was launched at the southern square of Yongdingmen Gate Tower, which was hosted by Oriental Culture Asset Operating Company and supported by the State-owned Assets Supervision & Administration Commission, the Commission of Culture, Bureau of Tourism, Tourism Association of Dongcheng District. Attended the activity were Yu Debin, vice director of Beijing Municipal Commission of Tourism Development, Niu Qingshan, Dongcheng District governor, Feng Xi, director of Dongcheng District People’s Congress, Xu Hongda, chairman of Dongcheng District People’s Political Consultative Conference, Chang Wei, deputy secretary of Dongcheng District Committee of CPC (Communist Party of China), Zhao Zhongyuan, member of standing committee and secretary in charge of publicity, Xu Xi, vice District governor, Xia Shujun, member of standing committee and director of District office, Piao Xuedong, vice District governor; and about 200 people, who are leaders of 17 communities, government departments and tourism enterprises of Dongcheng District, as well as reporters from media agencies including Beijing TV Station (BTV) and Beijing Evening Daily.
  Being part of the series activities of 2011 International Cultural Tourism Festival of Imperial City, the activity is an important component of “Imperial City Tour”,  aiming to promote the travel route of Beijing Central Axis Tour created by new Dongcheng District. The sightseeing route of “the Magnificent Cultural Tour along the Central Axis promoted by New Dongcheng District” starts from Yongdingmen Gate, the dragon head of the imperial city, along the dragon lifeline of the imperial city, to Zhengyangmen Gate, Tian’anmen Square, the Forbidden City, Jingshan (Coal Hill) park, Drum Tower, finally Nanluoguxiang, the most recommendable place for strolling and shopping, typical Beijing Hutong area. Promoted at the same time is “Oriental Culture Tour”, Leisure Tour of the Imperial City, aiming to create the brand of excellent route displaying imperial culture and oriental culture. Tourists can have a sense of the Imperial Culture Tour by sightseeing bus/ cart at Wangfujing Shopping street, touring along Golden Street of Wangfujing, the Former Residence of Laoshe (a well-known Chinese writer in early 20th century), Huangchengen Ruins Park, Red Building of Peking University, Hualong Street, which is a combination of imperial city’s classics with Revolutionary route, displaying the historic and cultural landscapes of ancient and modern Beijing. All these special travel routes will make tourists from home and abroad better experience the magnificence and charms of the imperial city and understand and sense the tourist products of the Beijing Central Axis travel route and its surrounding areas, promoting the development of the culture and tourism industry of new Dongcheng District towards high-end and excellence, being a full display and popularization of new Dongcheng District’s splendor as the “the Culture Center of the Capital City and the Window of World City”.
  As an coordinating host of this activity, the Bureau of Tourism of Dongcheng District not only participated in planning, popularizing and coordinating the activity but also organized a dozen of members of the Tourism Association of Dongcheng District and “the Association of Convention Workers” including China Youth Travel Service (CYTS), China International Travel Service (CITS), China Comfort Travel Agency, Hengruihang Public Relation Company, etc to attend the launching activity, expecting to attract more large and famous travel agencies, as well as professional convention companies to participate the product development, popularization and promotion of the Central Axis Tour through participation and experiencing in person.