For a scholar focusing on Australia's public diplomacy, working as a recreational manager in China may never be part of his career path. But Bradley McConachie does have lots to say now about his special experience at a resort in the picturesque tropical coastal city of Sanya in South China's Hainan province.

Launched by Beijing Municipal Commission of Tourism Development as part of the Belt and Road Initiative, the global marketing campaign of "Imperial Ambassador" aims to promote Beijing's global tourism image and establish its reputation in the travel and tourism industry, and is a fresh attempt to transform the city into an "international exchange hub".

At a time when Europe appears ever more self-absorbed and the U.S. questions many of the foundations of post-war prosperity which it created, China appears ever more self-assured in offering an alternative narrative. [...] Despite this massive investment, China’s soft power still languishes far behind that of its Western rivals in most comparative studies: 28th out of 30 in Portland’s 2016 report on soft power or 20th out of 25 according to Monocle.

During their visit to Rostov-on-Don, students from China will communicate with their Russian peers on internet media technologies and together they will produce a video clip on the city landscape, which will be broadcast at the opening ceremony of the 2017 China-Russia Media Forum, following the China-Russia Youth Innovation Union.