Welcome Chinese is a hospitality standard, brand and company founded in 2013 and headquartered in China. It was developed by the marketing and communications firm Select Holding Ltd, together with the China Tourism Academy (CTA), board of the China National Tourism Administration (CNTA). Company's purpose is to help Chinese tourists to feel more comfortable, travel easier and feel welcome overseas. Another goal is to help global hotels/resorts, museums, amusement parks, transportation hubs and all other sightseeing and tourist destinations to reach China's market through promotional activities.