The Guangdong Cultural and Tourism Center officially opened on July 1 in Paris, marking a significant milestone in Guangdong's efforts to expand its international presence.

Designed as a strategic gateway into Europe, the center will foster deeper cultural and tourism cooperation between Guangdong, France, and the broader European region, while actively promoting inbound tourism. It is co-established by the Department of Culture and Tourism of Guangdong Province and Guangdong Provincial Tourism Holdings Co., Ltd.

The unveiling ceremony took place in the elegant 16th arrondissement of Paris and attracted high-level guests from Chinese and French government agencies, leading tourism institutions, major business associations, and mainstream media.

Wang Xinyuan, a municipal-level representative inheritor of Canton Embroidery—a national-level intangible cultural heritage—showcases his signature works at the unveiling ceremony in Paris, France.

Coinciding with the launch, the official website of the center (www.discoverguangdong.com) has gone live, providing French audiences with a one-stop digital portal for information, immersive content, and interactive experiences. The site opens a virtual door to the province's cultural richness and scenic beauty.

In collaboration with leading French tour operator UGOTRAVEL, the center also debuted the "Authentic Guangdong" series — a lineup of customized itineraries tailored to French travelers' growing interest in in-depth cultural experiences, culinary discovery, and personalized journeys.

At the event, the center signed a strategic cooperation agreement with Eurasia Tours France. The two parties will collaborate on tourism product development and distribution, digital marketing, professional training, high-end business travel, and educational tourism—all aimed at accelerating the localization and precision marketing of Guangdong's tourism resources in the European market.

Mr. Guo Dajie, Chairman of Guangdong Provincial Tourism Holdings Co., Ltd., emphasized that the center will not only enhance the global outreach of Guangdong's rich cultural and tourism assets, but also promote two-way visitor exchange, talent development, and cross-border industry investment. "Our goal is to create shared value for the cultural and tourism industries of China and France," Guo said.

Zhang Haomiao, Director of the China National Tourism Office in Paris, hailed the initiative as "a model for regional cultural and tourism promotion on the global stage," adding that it will inject strong momentum into China-France people-to-people exchanges.

Sybille Dubois-Fontaine, Secretary-General of the France-China Committee, remarked that the timing of the center's launch is ideal: "It offers a new window for French institutions to better understand Guangdong and explore collaborative opportunities. We look forward to co-creating impactful initiatives."

Jean Louis Baladraud, former Secretary-General of the French National Tourism Board, highlighted the appeal of Guangdong's diverse tourism offerings to French travelers. He noted that the center's localized approach would help French tour operators design compelling travel products and attract more visitors.