MINSK, 12 June (BelTA) – For the first time, Belarus is presenting its national stand at the Hong Kong International Travel Expo (ITE) 2025 which is being held in China, the National Tourism Agency of Belarus told BelTA.

The stand is designed with elements of traditional Belarusian vytsinanka, which was included in UNESCO Intangible Cultural Heritage list in 2024. Experts believe this feature effectively showcases Belarus’ unique culture and attracts visitors’ attention.

Representatives from the National Tourism Agency, the Sports and Tourism Department of the Grodno Oblast Executive Committee, several Belarusian tour operators, a well-known hotel and restaurant chain, and a new five-star hotel in Minsk are working at the stand.

The official opening ceremony of the expo and Belarusian stand was attended by Consul General of Belarus in Hong Kong Tatiana Kharlap, Secretary for Culture, Sports and Tourism of the Hong Kong Government Rosanna Law Shuk-pui, and Chairman of the Hong Kong Tourism Board Dr Peter Lam.

The first two days of the expo will feature B2B meetings. Belarus is showcased in the sector of new niche destinations, allowing it to stand out among other participants. Many tour operators from southern provinces of China have expressed interest in Belarus, Russia, and Uzbekistan.

On 13 June, a Belarusian workshop is scheduled as part of the exhibition, where participants will have the opportunity to learn more about Belarus’ tourism potential and establish new business ties.