The first part of our new strategy to broaden China's appeal to U.S. travelers was to enhance our country's brand," said Yaping Xue, director
of the China National Tourist Office. "Our new logo evokes a sense of both traditional and contemporary China with the tagline 'China Like Never Before.' Following our very successful launch of the new branding, we are starting to work with tour operators and travel agents to broaden China's travel portfolio for many of their clients.