The Chinese National Tourism Administration has launched a campaign to encourage more Chinese people to visit India.

"Tourism is the peaceful messenger and a bridge of friendship. Strengthening exchanges and cooperation in tourism will benefit China and India's relations," Liu Kezhi, an official from the administration said Thursday at a tourism promotion event in Beijing.

This year is being billed by the Chinese tourist office as "China and India's friendly year" and both countries will be holding a series of tourism activities to further expand exchanges.