For the purpose of enhancing Hangzhou’s popularity as an internationalized tourism destination and shaping a city tourism brand in China, Hangzhou Tourism Committee held the campaign “2018 Hangzhou Global Qipao Festival†(hereinafter referred to as the “Qipao Festivalâ€), featured by the combination of silk, Qipao culture and Hangzhou’s landscape. A city marketing case that integrated Hangzhou’s culture and tourism resources was created through a chain of culturally distinctive activities held at home and abroad.
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