Each week we spotlight the news shedding light on the world of Chinese cultural travel. 


MOPA Goes Paperless in Pivot Toward Sustainability

When it comes to tackling climate crisis, it’s inadequate for museums to simply preserve culture, they must strive to preserve the planet by reducing their ecological footprint. A recent example is San Diego’s Museum of Photographic Art (MOPA) whose sustainability push includes going paperless, updating galleries with recycled materials, and reducing artificial light usage. This earned MOPA a place on the Gold-certified LEED building list. In China, which aims to build one museum for every 250,000 people, structures are built according to the Green Building Evaluation Label — China’s architectural sustainability rating system. To date, more than 1,400 institutions have been certified including Shanghai Natural History Museum, Hangzhou Science and Technology Museum, and Ningbo History Museum. These institutional requirements reflect the will of travelers with news from reporting 87% of Chinese travelers prioritize sustainable tourism when planning.


Italian Museums Keep Culture Alive Despite Coronavirus

Northern Italy is grappling with the largest coronavirus outbreak outside of Asia. Authorities have placed several northern cities on lockdown, rescheduled Milan’s Photo Fair and Furniture Fair, and closed museums and theatres across the region. But this hasn’t meant a total cancelation of culture. Italian museums, following the lead of Chinese institutions, are providing online content and welcoming digital visitors through social media. Notable examples include Bologna’s Museum of Modern Art which broadcast Ragnar Kjartansson’s performance “Bonjour” on Youtube and livestreaming exhibitions by Venice’s Archaeological Museum and Turin’s Castello di Rivoli.


Findings from Qyer’s 2019 Travel Report 

Qyer, a leading Chinese online travel service provider, recently released its “2019 Chinese Tourism Trends Handbook”. The roundup analyses user browsing and posting behavior — it has more than 80 million registered users and receives an average of 6,000 posts daily — to outline the contours of the world’s largest travel market.

The report shows Japan and Vietnam remain the most popular choices for outbound Chinese travelers. The number and affordability of flights as well as visa-friendly policies have furthered the trend. Upon arrival, Chinese tourists are visiting cultural site at unprecedented levels. Across 2019, Qyer saw a 150 percent increase in museum related searches with the five most popular museums being the Louvre Museum, the Palace Museum, the British Museum, the Shaanxi History Museum, and the Metropolitan Museum of Art.


The Jing Weekly Brief