China and the U.S. have held an opening ceremony in Beijing to launch the 2016 Sino-U.S. tourism year.

 

The two sides say they aim for bilateral economic cooperation to be enhanced and cultural exchanges to be deepened through a variety of activities during the event.

 

Li Jinzao, Head of China's National Tourism Administration, said that there's great potential for the two sides to boost tourism.

 

"In 2015, two-way tourist visits between the two countries surpassed 4.75 million. This result came under an environment where the global economic recovery is still weak, with the economic and trade indicators in many sectors being lacklustre at the best. Yet bilateral tourism exchanges are increasing at a rapid speed, and the rate has already surpassed over 16 percent."

 

He also set a goal that the number of bilateral visits between the two countries this year should reach 5 million.

 

Chris Thompson, President and CEO of Brand USA, a public-private partnership promoting international travel to the U.S., said they expect to significantly increase their ability to attract more and more Chinese visitors.

 

"One of the most important aspects of the tourism year is a program to help support our partners to become China ready. There are many destinations that are here with us this evening that have been welcoming Chinese visitors for many, many years. So we look to continue to improve upon our ability to be able to welcome our friends from this country, and then for those destinations that are just now getting into the game, we look forward to bringing best practices to them."

 

The tourism year of 2016 was announced by Chinese President Xi Jinping and his U.S. counterpart Barack Obama during President Xi's visit to the U.S. last September.

 

It aims to increase travel and tourism between the two countries through a variety of methods, including enhancing travel experience, promoting cultural understanding, and expanding appreciation of natural wonders.

 

Both President Xi Jinping and President Obama have sent congratulatory messages on the occasion.