Shanxi, Thailand elevate trade and cultural tourism cooperation

The China (Shanxi) - Thailand (Bangkok) Economic, Trade, and Cultural Tourism Exchange Conference, a key event of the 2026 Shanxi Brands on the Silk Road (ASEAN Station), took place in Thailand on July 23.

The China (Shanxi) - Thailand (Bangkok) Economic, Trade, and Cultural Tourism Exchange Conference is held in Thailand. [Photo/Shanxi News Network]

During the event, the Culture and Tourism Department of Shanxi Province showcased Shanxi's ancient architectural heritage, Guan Yu culture, Yellow River scenery, and cool summer retreats. Shanxi opera artists and culinary masters demonstrated exquisite Jin Opera skills and noodle-making techniques.

Shanxi Wenbo Group Co introduced the "Jincai Shanxi XR", a large-scale immersive interactive experience project. Meanwhile, China Eastern Airlines' Bangkok office promoted flights between Taiyuan and Bangkok and offered discounts on dining, lodging, transportation, shopping, and entertainment in Shanxi for travelers with China Eastern boarding passes.

A Shanxi opera artist performs Jin Opera skills. [Photo/Shanxi News Network]

There is significant potential for collaboration in wellness industries, cultural tourism products, and mutual tourist exchanges between the two regions. To meet the travel needs of tourists from both areas, tourism enterprises will jointly develop cross-border travel products tailored to the market, actively encouraging two-way tourist exchanges.

Li Huiyi, president of the Shanxi Provincial Committee of the China Council for the Promotion of International Trade, stated in her speech that Shanxi's focus on expanding high-level opening-up offers limitless collaboration opportunities, given Thailand's well-established trade system and vast consumer market.

A culinary master demonstrates noodle-making techniques. [Photo/Shanxi News Network]