— Against the backdrop of globalization, tourism has become a core bond for cross-cultural exchanges. Jia Yunfeng, expert at UN Tourism, applies the “first principles” to refresh cross-cultural thinking and is committed to bridging Chinese cities and the global market. He holds that cultural and tourism marketing hinges on in-depth market research,PresentingChina’s culture and tourism with a global vision, and meanwhile perceive the world from a Chinese perspective.
UN Tourism Expert
As an expert at UN Tourism, Jia Yunfeng mainly conducts strategic research on tourism planning, urban development and marketing promotion. He once served as Secretary-General of the PATA China Expert Committee and cooperated with multiple agencies under the UN system.
Well-versed in the operating mechanisms of the global tourism industry, Jia has led or participated in cultural and tourism promotion projects across dozens of countries including Canada, Malaysia, Finland, Iceland, Australia, New Zealand, South Africa, the Czech Republic, Poland and Spain. His extensive global experience allows him to accurately grasp consumer psychology and communication logic amid diverse cultural backgrounds.
In planning and project cooperation, he has led multinational tourism expert teams to formulate international tourism strategies for Shandong, Hainan, Heilongjiang, Hubei and other Chinese provinces. In 2015, under the guidance of UN Tourism, he authored the book 100 Million Tourists, 100 Million Opportunities: One Marketing Strategy. For the first time, this work systematically interprets China’s outbound tourism market and marketing logic for the global community, delivering distinctive insights for the international tourism industry.
Insights into China’s Cultural and Tourism Market
In domestic promotion, Jia has a thorough understanding of China’s market and consumer habits. He also fully grasps consumers’ emotional preferences and the governance logic of Chinese authorities, realizing in-depth industry-university-research integration.
Working as a marketing consultant for 15 provincial governments and over 400 municipal and county-level authorities, he has spearheaded the planning and promotion of numerous city brands. He has created a host of well-known regional brands for Shandong, Henan, Fujian and other places. These brands have boosted local international visibility and set new examples for global city branding.
He has put forward innovative industrial theories such as “Thrill Aesthetics””Urban Gathering Economics””Rural Sentiment Economics” and “Local Lifestyle Studies”. He explores ways to turn cultural resources into sustainable economic value via visual appeal and immersive experiences. His theories have been applied in more than 20 asset-light nighttime economy projects and generated plenty of local jobs, while offering practical transformation ideas for rural areas around the world.
Academically, he has published around 60 monographs collected by over 50 libraries nationwide and nearly 100 papers. He is honored as one of the Top 10 Ambassadors for China’s Smart Economy.
Promoting Mutual Learning Among Civilizations Through Cross-border Cooperation
In 2025, Jia was appointed Senior Research Fellow at the China Center, University of Münster, Germany, building an academic platform for cross-border cultural exchanges.
He actively advocates two-way cross-cultural interpretation to break the limits of one-way cultural output. He spent two years travelling across 35 countries by self-driving tour, and recorded his experiences in books including Bright Sunshine over Northern Europe and A Passionate Journey Across Canada, viewing the world through Chinese eyes. He also produced tourism promotional videos for Canada and proposed to “rediscover Canada from a Chinese director’s perspective”, achieving effective communication through cultural interpretation. During the Shanghai World Expo, he led the design of the Norway Pavilion. Centered on environmental concepts, the design integrated bamboo culture with traditional Chinese natural philosophy, becoming a classic case of cross-cultural design.
With interdisciplinary expertise, he helps Chinese cities go global and introduces high-quality international resources to China.
Jia believes that the ultimate goals of tourism development are sustainable growth, job creation and higher residents’ income. This two-way interactive model not only drives the upgrading of China’s cultural and tourism industry, but also presents a Chinese solution that balances economic development and ecological conservation to the world. It fully embodies the vision of mutual learning between civilizations: Let the world understand China, and let China embrace the world.
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