The China Tourism Education Alliance (CTEA) was jointly established by the University of Macau, Fudan University, Nankai University, and Sun Yat-sen University (sorted by the pinyin of the name of the universities) as part of the collective effort to implement the 14th Five-Year Plan for Tourism Development and leverage Macau’s strategic positioning as the “World Center for Tourism and Leisure”. The alliance’s official logo, which emphasizes the collaboration between its member institutions and enhances its cultural connotation, was recently released.
The vertical books in the logo symbolize the vigor and rigor of the tourism higher education. The prominent English letters “T” and “A” in the logo represent the first letters of the words “tourism” and “alliance,” respectively. The primary structure of the logo is a layered ” path up the mountain of books” constructed from four books, representing the collaborative and inheriting nature of education. At the bottom of the logo is the alphabetical combination of the initials of the Alliance’s title in English, “China Tourism Education Alliance,” and the four letters are linked together to imply collaboration and synergy. The shape of the logo is a cubic structure with a red and blue color scheme, which not only reflects the steadfast cooperation among the alliance members but also intends to symbolize a constant flow of energy to the Alliance.
CTEA is committed to creating synergy in teaching and research strengths of China’s flagship universities and institutions in the field of tourism management, actively promoting the continued integration of tourism into the country’s strategic plan, and collaboratively fostering the talent development of leading tourism professionals. CTEA organizes and carries out academic research and educational activities, and promotes student exchange programs and research collaboration among universities. It also actively develops collaboration in talent training, scientific research, collaborative innovation, social services among the alliance members.
