SHANGHAI - East China finals for 2012 world tourism images ambassador were launched in the city on Sunday to echo the counterparts held in other parts of the country.

Zhang Jianzhong (left), director of the Comprehensive Coordination Department under the State Tourism Administration, delivers speech at the launching ceremony of East China finals for 2012 world tourism images ambassador in Shanghai on Sunday. [Photo by Liu Zheng]

The event sponsored by Asia-Pacific Tourism Organization (APTO), an international tourism organization set up by the tourism administrations in 27 countries and regions, is part of the world contest which will cover about 60 countries and regions including Russia, Poland, Britain, France, Norway, Brazil, Cuba, Chili, Canada, the United States, Japan, Singapore, Thailand and Viet Nam.

"Holding such an event will be a strong stimulus to China's tourism," said Zhang Jianzhong, director of the Comprehensive Coordination Department under the State Tourism Administration.

China witnessed the fast growth of its tourism industry in 2011 with a 20 per cent increase of its overseas tourists and a 13.2 per cent growth of its domestic travellers compared with 2010.

"The event will help push forward a flow of population and disseminate culture, leading to an increase of tourism sales," Zhang said.

He estimated that consumption on tourism is expected to account for 10 per cent of the country's total consumption in 2015 if more tourism promotion campaigns are launched.

The regional finals will be carried out in three phases with preliminary finals to be held in Shandong, Jiangsu and Anhui provinces in September and semifinals to be conducted in Jiangxi, Fujian and Zhejiang provinces in October, said Huang Pengren, executive chairman of the event's organization committee.

Huang, also vice president of APTO, said six competitors will be chosen from every province to compete with their rivals in the finals which will be held in Jinan, capital city of Shandong province, in November.

Finally, 21 contestants will be chosen from the finals to vie with their counterparts in the national finals, he said.