In October 2025, ICCTA supported a programme of Irish cultural heritage exchange in Beijing, connecting Irish performers, cultural practitioners, venues and partners through public cultural presentation, high-level networking and media storytelling.
In October 2025, ICCTA supported an Irish cultural heritage exchange programme in Beijing, helping connect artists, cultural practitioners, venues and partners across Ireland and China.
The programme highlighted Ireland's living heritage through traditional music, Uilleann piping, harp, Gaelic culture, Gaelic games, rural storytelling and cross-cultural performance. It presented Ireland as a living cultural destination rather than only a travel product.
As part of the wider activity, Irish cultural heritage content was prepared for presentation during the Beijing International Week of Intangible Cultural Heritage, with additional cultural exchange programming prepared for a private partner setting at the Chang'an Club in Beijing.
The case reflects ICCTA's role as a non-profit cultural and tourism exchange platform: building bridges, supporting meaningful encounters and helping cultural stories travel across borders.
For future partners, this case provides a practical model for cultural tourism promotion, delegation support, city branding, institution-to-institution cooperation and sponsor-supported cultural exchange.
China-facing cultural tourism work needs more than a brochure. It needs credible stories, living heritage, suitable partners and formats that audiences can understand quickly. This case created a bridge between Irish heritage content and Chinese cultural exchange settings.
The programme combined public heritage presentation, private cultural networking and media storytelling. It used music, language, sport, rural culture and hospitality as accessible entry points into Irish cultural tourism.
The same model can be adapted for destinations, attractions, cultural organisations, tourism partners and sponsors that want meaningful China-facing visibility without drifting into unrealistic investment or official-policy claims.
Selected images from the activity, used to give partners and visitors a clearer sense of the programme.
