The Forbidden City takes to the high seas for promotion

Interior view of the Palace of Longevity and Health (Shou Kang Gong) in the Palace Museum, also known as the Forbidden City, in Beijing, China, October 8 2015.[Photo/IC]

The Palace Museum in Beijing, often referred to as the Forbidden City, has launched a new way of promoting itself internationally, by hosting traditional Chinese cultural events aboard luxury cruises operated by global industry giant Royal Caribbean International.

Shan Jixiang, the museum's director, said related gifts and products will be on display on many ships, and experts from the famous site will also give guest lectures on board, covering its collections, history and an overall appreciation of Chinese art.

The cooperation will start on the Ovation of the Seas, the company's newest ship which launched in the United Kingdom in April and which will be based in Tianjin from June.

Shan said visitor numbers to the museum have doubled in the past decade and officials are anxious to promote the attraction even wider.

Yet still, he underlined just half a percent of its treasures stored on site are on public display.

"The cooperation is a win-win situation for everyone, as it means more audiences around the world can be introduced to Chinese culture while on board," he said.

Liu Zinan, Royal Caribbean's president for China and North Asia, called the arrangement so much more than just a joint promotion, it represents a significant cultural development which ultimately will be extended throughout the company's fleet, he said.

Royal Caribbean is also inviting experts from the museum to suggest how the huge former palace can be best promoted on its ships, and this could even extent to permanent decoration.

"We are sure the museum's culture will be welcomed on board, judging by the response already to lectures given on Quantum of the Seas by our staff last year," Liu said.

Royal Caribbean operates four cruises in China and during Spring Festival, the giant Quantum will sail from Shanghai to Japan and South Korea.