A woman stands behind Xiang embroidery works during a culture and tourism promotional event for China's Hunan Province, in London, Britain, on April 3, 2025. (Xinhua/Li Ying)

Central China's Hunan Province, known for the towering natural pillars in Zhangjiajie that inspired the movie Avatar, showcased its rich cultural and tourism resources in London on Thursday.

Dozens of government officials and tourism industry representatives from China and Britain attended the promotional event, which aimed to explore potential partnerships in the fields of culture and tourism.

"Tourism is a powerful way to build people-to-people and cultural connections between our two nations," said Rachael Farrington, head of tourism (government) affairs at VisitBritain, the national tourism agency. She said she was "thrilled" by the prospect of the two countries "working further together" and strengthening ties through "a shared love of travel and culture."

The event spotlighted the province's deep-rooted history, stunning landscapes, and signature cuisine - all of which have made lasting impressions on international visitors, including Ben Hardy from Bristol.

Hardy said he "was blown away" by his trip to Hunan in 2019, during which he made friends and experienced China's high-speed rail, traditional tea-making, Chinese calligraphy, among others.

Hunan governor Mao Weiming emphasized the province's unique fusion of ancient heritage and vibrant modern culture. He invited attendees to visit Hunan, underscoring the importance of deepening cooperation and exploring fresh opportunities in the tourism market.

Cultural performances by artists from both China and Britain added a dynamic touch to the event, featuring traditional Chinese instruments such as the Changde string alongside the Western cello.