Mudanjiang offers subsidies to local travel agencies to market the city in South Korea.

Wei Xianfeng, deputy mayor of Luoyang, Henan province, said he believes governments should support and help travel agencies in terms of policies and administrative services, rather than interfering in their business.

The government of Luo-yang and local travel companies link up at the Heluo Cultural Tourism Festival every September, an event that attracts folk art groups from Europe, the Americas, Asia and Africa.

Foreign delegates also recognize the importance of cooperating on marketing. Peter Romer Hansen, vice-president of Wonderful Copenhagen, works closely with a large number of travel agencies. In addition, the Danish organization works with airlines from northern Europe to woo tourists.

"Though there are big challenges, we believe in the principle that we should not work on our own in this industry," said Hansen.

Provatas Fotios, an official from the Greek capital, Athens, said the city's government encourages travel agencies there to open outlets in China and attract Chinese tourists.

Fotios led delegations to Shenzhen and Shanghai to promote Athens.

"We succeeded, and the two cities cooperate with us very well," said Fotios.

The Greek government offers subsidies to domestic tourism companies to market the country overseas.