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October 17, 2012

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City seeks to blend culture and tourism

SHANGHAI'S tourism authorities yesterday launched 10 culture-themed tourist routes, linking museums, art venues, creative parks, water towns, former residences of celebrities and historical sites, in a fresh push to turn the city into an international cultural tourist destination.

The 10 routes, with themes like art appreciation, history and culture, red tourism, city style, old water towns and celebrities' footprints, cover around 100 cultural spots in the city.

The list includes both well-known and old cultural venues such as the Shanghai Museum, Shanghai Culture Square, Tianzifang, M50, Yuyuan Garden, the Bund, Xintiandi, Zhujiajiao Water Town, Hengshan Road, Dianshan Lake, Peace Hotel, the former residence of acclaimed writer Ba Jin, and Zhonghong Village famed for its farmers' paintings as well as some newly opened or lesser-known spots like the China Art Museum, Shanghai Contemporary Art Museum, Zhaojialou Water Town, and Shanghai Baoshan International Folk Arts Exposition.

An agreement on a three-year cultural tourism development plan was signed by the Shanghai Municipal Administration of Culture, Radio, Film and TV and the Shanghai Tourism Bureau yesterday. The idea is to better promote the city's cultural tourist attractions and enhance cooperation between scenic spots and cultural venues.

The city will create and develop three landmark cultural tourist attractions and two to three high-level cultural tourism show brands in the next three years, the plan envisages.

A number of cultural tourism programs such as "Shanghai must see", "must buy" and "must eat" will be launched over the next three years, Bei Zhaojian, deputy director of the administration, said.


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