China has reasons to feel it can use outbound tourism as a soft power to influence foreign policy. Governments across the world are adjusting their visa and other regulations to welcome the rising tide of Chinese tourists.

The Irish Embassy in Beijing as well as Consuls General Therese Healy in Shanghai and Peter Ryan in Hong Kong, were working closely with Tourism Ireland to boost Ireland’s interests, Mr Kavanagh said. The Embassy in Beijing is in the process of appointing a press and public diplomacy attaché.

Kenya has been recognized for its aggressive campaign to position itself as the best destination for trade, tourism and investment through its initiative "Make it Kenya". The country received the Best Place or Nation Brand [...] in Dubai. The award follows extensive campaign by Brand Kenya that was initiated to revive the image of the country following several terror attacks that kept away investors and tourists therefore affecting the country's economy.

Pakistan's UN mission recently organised a cultural festival of ideas for the first time in the history of foreign office in New York, and it aimed to promote Pakistan's diverse cultural aspects including arts and literature. [...] A combination of cultural and public diplomacy is not only a powerful tool that can improve public image but can also help bring economic investment and tourism opportunities. 

On May 11, Moroccan King Mohammed VI visited Beijing and signed a new “strategic partnership” with his counterpart, Chinese President Xi Jinping. It calls for heightened political and economic cooperation in the realms of renewable energy, telecoms, and industry — among other forms of potential exchange, including the realms of education, cultural, and tourism.

If there's one thing on which Europeans agree with Donald Trump, it's that the U.S. is gradually losing to China. The Middle Kingdom is working hard to improve its image in Europe and investing lots of money along the way. The queen of England may think Chinese officials are "very rude," but outside Buckingham Palace they are winning influence and friends.

NZ Rugby and brand experience company Discovery Partners are planning to open an All Blacks Experience tourism attraction in Auckland’s Viaduct Harbour by late 2017 in a 50:50 joint venture. The immersive, interactive tour will feature the rugby team and help promote New Zealand, said Discovery Partners regional director Chris Atkinson.

South Korea’s capital Seoul is bustling with a huge group of Chinese tourists, reaching almost 10,000 people, on their company-sponsored incentive trip as a reward for great performance. On Friday evening, about 4,000 Chinese visitors enjoyed Korea’s signature herbal chicken soup, party after sightseeing and shopping in and out of Seoul.