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

NORTH AMERICA  

US DMO’s Promote Self-Drive Cultural Travel 

Visit California, Travel Iowa, and Kentucky Tourism are among the DMOs promoting culture-focused road trips. The self-driving tour has been a growing trend for Chinese FITs, the world’s highest spending tourists, with 44 percent of Chinese travellers under 25 and 27 percent of travelers over 60 preferring self-guided travel, according to a 2018 McKinsey study. By providing inspiration and detailed information on off-the-beaten trail destinations across WeChat and Weibo, DMOs aid the planning process for Chinese travelers. In addition, executing car rental bookings online has become easier through agreements between Chinese tourism companies and U.S. car rental companies. While Chinese travel to the U.S. may currently be on hold, forward planning gives potential tourists a range of attractive and customizable options once they start browsing.

EUROPE

Paris Louvre Reopens, Setting Possible Virus Protocol

The Louvre has reopened after a three-day staff strike prompted by coronavirus fears. The closure turned the French institution into a test site for how European museums might respond to the outbreak. The museum receives an average of 30,000 daily visitors and is implementing a new set of anti-virus measures including distributing disinfectant gels, rotating staff, and ensuring all ticket purchases are made self-service (cashless) machines. While the response of Western cultural institutions will take place on a case-by-case basis, The Louvre sets a strong example and has also taken to social media to stay connected with quarantined patrons including Chinese visitors — it has more than 272,500 followers on Weibo and WeChat.

ASIA

UCCA and Kuaishou Host Global Music Live Stream

Beijing’s UCCA Center for Contemporary Art partnered with short-video app Kuaishou to live stream “Voluntary Garden”, February 29. Originally planned as a multimedia art piece by Colin Siyuan Chinnery focused on music and sound, performance and exhibition, organizers were forced to rethink the project following the coronavirus outbreak. Kuaishou is striving to grow its audience and launched the “Museums Are Fun” channel in mid-February, partly as an appeal to museum-going audiences stuck at home. As such, the collaboration was an ideal union between a platform striving to elevate its content and a prominent arts institution in need of an outlet during a time of closure. The three-and-a-half-hour livestream saw nine musicians perform from around the world and was watched by more than three million people.

(This originally appeared on Content Commerce Insider, a partner of Jing Travel).

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News, The Jing Weekly Brief