Summary
Xie Yongjun, Minister-Counsellor and Chief of Staff at the Chinese Embassy in New Zealand, attended and addressed the 'Three Xiang and Four Waters · Meet Hunan' tourism promotion event at New Zealand's Parliament on 29 October 2026. Drawing on his own experience, Xie used the scenic Tuo River in Fenghuang Ancient Town to illustrate Chinese-style modernisation's commitment to harmony between humanity and nature, the coexistence of Confucian, Buddhist and Taoist cultures at Mount Heng to explain the core meaning of the Global Civilization Initiative, and the historical heritage of Yuelu Academy to illustrate the influence of the 'seeking truth from facts' principle on China's development. He said that although China and New Zealand are separated by vast oceans, the peoples of both countries cherish the natural environment, respect cultural diversity and aspire to a better life, and he looked forward to deepening people-to-people and cultural exchanges, enhancing mutual trust and promoting the building of a community with a shared future for mankind.
The Hunan provincial tourism delegation presented the province's cultural and tourism resources, including those of Zhangjiajie, Hengyang and Yueyang, alongside a display of Hunan intangible cultural heritage creative products and a costume show.
Commentary
The Hunan tourism promotion event at New Zealand's Parliament Buildings showcased landmark attractions such as Fenghuang Ancient Town and Zhangjiajie, and presented the appeal of Huxiang culture through intangible cultural heritage creative products and a costume show. For New Zealand small and medium-sized business owners, this is more than a cultural exchange event: it signals positive interest from a Chinese provincial market in tourism and cultural-creative cooperation with Oceania. Hunan, a major tourism province in central China, received more than 700 million visitors in 2025 and its total tourism revenue exceeded RMB 1 trillion, and its cultural and tourism consumption market has sustained demand for international specialty products and services.
New Zealand has strengths in eco-tourism, outdoor experiences and Māori cultural products, and can explore cooperation with Hunan in customised tourism routes, licensing of intangible cultural heritage IP and development of cultural-creative derivatives. On the other hand, the intensive rollout of Chinese cultural and tourism promotion also reflects its strategy of promoting economic and trade ties through people-to-people bonds. If New Zealand businesses can combine their own brand stories with local Chinese cultural elements, they may find differentiated entry points in an increasingly crowded Chinese market.
The event's emphasis on harmony between humanity and nature aligns closely with New Zealand's clean and sustainable brand image, providing a basis for dialogue on professional services such as green tourism certification and eco-resort management.
Keywords: Hunan tourism promotion event, Chinese Embassy in New Zealand, Minister-Counsellor Xie Yongjun, New Zealand Parliament Buildings, people-to-people and cultural exchanges, Hunan intangible cultural heritage, Zhangjiajie, Global Civilization Initiative, Chinese-style modernisation, China-New Zealand relations
AI illustration on MiDeer Observer
Source: Embassy of the People's Republic of China in New Zealand – China-New Zealand Relations
Disclaimer: This article is compiled from publicly available sources for general information only. The analysis and commentary are editorial opinions. MiDeer Observer does not guarantee the accuracy or completeness of the information provided. Readers should seek independent professional advice before relying on this content, or contact us for more information.
