China National Tourist Office in Los Angeles — with Henan Provincial Tourism Administration, Air China, China Eastern, China Travel Service USA, and Shanghai Spring Tours — was one of the sponsors for the Los Angeles Times Festival of Books on April 9 and 10 at the University of Southern California. More than 160,000 people attended the popular event. China and partners exhibited at booth that celebrated China-U.S. Tourism Year 2016 with a focus on “Beautiful China, Journey Along the Silk Road.” Consumers visiting the booth were invited to dress in traditional Chinese attire and make their own CNTO-branded flip books. Interest level in China was high, and the throngs of visitors brought a high demand for CNTO booklets and promotional materials. The event was tremendously successful in helping deliver the CNTO’s brand message and promoting travel to China.