An activity featuring cultural and tourism exchanges between the Chinese mainland, Hong Kong and Macao opens in Hangzhou, in Zhejiang province on June 25. [Photo/thehour.cn]

An activity featuring cultural and tourism exchanges between the Chinese mainland, Hong Kong and Macao opened in Hangzhou, in Zhejiang province on June 25.

Organized by the Ministry of Culture and Tourism and the People's Government of Zhejiang Province, the event attracted around 150 government officials, academics and cultural and tourism heavyweights from the three places.

Cheng Yuechong, vice governor of Zhejiang, said that the province is endowed with a rich history and cultural heritage, and the cultural activity is expected to facilitate  cultural and tourism exchanges and cooperation with Hong Kong and Macao.

Lasting for a week, a series of events including cultural salons, forums, and promotional conferences, will also be held in Ningbo, Wuzhen and Anji.

Initiated in 2005, the exchange project developed by the Ministry of Culture and Tourism has become an important bridge for cultural exchanges between the Chinese mainland, Hong Kong and Macao, officials added.

The Chinese Shaoxing Opera Liang Shanbo and Zhu Yingtai, also known as The Butterfly Lovers, is staged during the opening ceremony of a cultural exchange event in Hangzhou, in Zhejiang province on June 25. [Photo/thehour.cn]

Visitors are fascinated by an exhibit seen during a trip to the China National Silk Museum in Hangzhou, in Zhejiang province on June 25. [Photo/thehour.cn]