Shaanxi province—the starting point of the Silk Road and home to the Terracotta Warriors—was the focus of a tourism promotion event in Paris on Thursday, as it stepped up efforts to attract more visitors from France and Europe.

The 2026 "Hello! China" Shaanxi Culture and Tourism Promotion Conference was jointly organized by the Shaanxi Provincial Department of Culture and Tourism and the China National Tourist Office in Paris.

Shaanxi's cultural significance—including the Terracotta Warriors and Xi'an's ancient city wall—has made it a frequent stop for French presidents visiting China, noted Chen Li, minister at the Chinese Embassy in France.

China's extended visa?free policy for French citizens—effective through Dec 31—and additional travel facilitation measures are intended to encourage more French tourists to visit China, Chen noted.

Jean-Eric Duluc, president of the International Tourism Federation, praised Shaanxi as a model of authentic, sustainable and innovative tourism development.

During the event, officials and tourism companies introduced Shaanxi's tourism resources, new travel products and air routes targeting the European market. A special exhibition area featuring intangible cultural heritage items and cultural creative products also attracted many French visitors.