Statistics from the China National Tourism Administration show that the tourism industry accounts for more than four percent of China's total GDP. This number powerfully demonstrates the positive impact of tourism on China's economy as a whole. Meanwhile, people are beginning to realize that the charm of cities and famous places of great historical interest is fading away, yet small towns and villages are becoming more and more in the spotlight. Beautiful landscapes, such as mountains, lakes and streams with rich historical significance are whispering stories unknown to many.

"China Untapped, Discover Treasured Towns" is a project co-launched in June 2009 by International Channel Shanghai (SMG), Channel News Asia (Media Corp Singapore) and the Tongji Urban Planning and Design Institute. The objective of the project is to bring cherished and unknown towns to the spotlight and to promote them to be future tourist destinations.

There have been many ceremonies to award charming and well-known towns in China. However, there has never been an event specifically designated to discover unknown towns. Thus, "China Untapped" gives priority to those undeveloped towns and villages. The project consists of four major parts: launching 20 episodes of feature programming co-produced by ICS and Channel News Asia about selected treasured towns; an awards ceremony at the end of November 2009; a forum on the development of small and medium sized towns; and a campaign promoting selected treasured towns. Feature programs and relevant activities will be broadcasted through ICS and Channel News Asia, covering audiences from all over Asia. Script contents will be published in the Travel Times and the Shanghai Daily.

Sun Wei, Executive Director of ICS, says, "A large number of small and medium sized towns in China are treasured. Their primitive stages of development have many characteristics that need to be documented. Unique ethnic identities and local cultural features are important parts of the diversified Chinese civilization. These towns also demonstrate the ongoing progress of China's globalization and modernization. As a forerunner in the global media, we are obliged to discover, reveal and promote our treasured towns. This project coincides with our endless effort to mix the east and west and to lead the cultural trend to be a more cosmopolitan nation."

"China Untapped" will host some of the most well-known personalities in the urban planning and design industry, such as Prof. Zheng Shiling, a member of Chinese Academy of Sciences, and Prof. Ruan Yisan, a deputy member of the national bureau for historical and cultural preservation. Representatives from the government of Shanghai, the tourism industry and several real estate specialists will also be participating in the event. The official airline of the project, Spring Airlines, will be providing transportation assistance for the experts to tour the selected towns. Spring Airlines will guide local authorities in advanced urban planning techniques, thus providing valuable advice for the towns' protection and development. Professional TV crews will also accompany the experts to shoot a documentary-style program. After careful consideration, 15 towns will be awarded at the ceremony at the end of 2009.As the 2010 World Expo draws near, more attention will be paid to the development of the tourism industry. Through this project, we believe that more and more small towns will unveil their masks and rise to the spotlight to show their everlasting glamour and charm.