On 16 November 2018, NUO, a hospitality brand created by Beijing Tourism Group (BTG) held an official strategic cooperation signing ceremony with Paradise Foundation at NUO Hotel Beijing, in order to further its social responsibility goals and uphold its founding brand pledge to promote an ecologically sustainable lifestyle. The signing ceremony was attended by BTG Chairman Duan Qiang, Paradise International Foundation Chief Executive Officer Zhang Shuang, NUO Hotels Management Company Limited Managing Director Wang Xin and NUO Travel General Manager Alex Zhang.
With the mission to “build a Chinese national brand, forge an international path”, NUO draws inspiration from China’s 5000 years of history and cultural heritage and is committed to serving as a custodian of traditional Chinese culture. Another commitment is to support a green lifestyle in its hotel and travel services, hence this partnership with The Paradise Foundation, a non-profit environmental protection organisation co-chaired by world-renowned technology entrepreneurs Jack Ma and Pony Ma. The Paradise Foundation focuses on fostering and nurturing local conservation institutions, exploring sustainable funding models, promoting eco-friendly products and organising eco-trips. Under this cooperation NUO hopes to do more to uphold its sustainable commitments, through the development of ecological agricultural products, nature education and other experiential activities.
Both parties were introduced by contemporary artist, NUO honorary art consultant, and Paradise Foundation director Zeng Fanzhi to chair discussions on how the two sides can work together for the public good, through undertakings such as hotel services, NUO Travel bespoke services, environmental protection, community agricultural products, nature education and experiential activities.
With Chinese, Luxury, Contemporary and Green as its core brand pillars, NUO is committed to serving as a custodian of traditional Chinese culture and presenting this culture in the form of contemporary art and Chinese hospitality to promote the elegance of contemporary China. According to its ‘Green’ brand pillar, NUO Hotels has pledged to cooperate with industry leaders in developing standard criteria for other low-carbon hotels around the world, and also to join a World Travel and Tourism Council (WTTC) low-carbon hotel organisation. Among its other environmental work, NUO has established tea plantations and NUO green farms around China.
ABOUT THE PARADISE FOUNDATION
The Paradise Foundation is a non-profit environmental protection organisation devoted to the protection of areas of important ecological value. The foundation is sponsored by Chinese entrepreneurs, artists and philanthropists including Jack Ma and Pony Ma who are co-chairmen of the foundation. Together with its partners, the foundation focuses on fostering and nurturing local conservation institutions, exploring sustainable funding models, promoting eco-friendly products, organising eco-trips and volunteer activities especially for young people. The foundation is committed to promoting a healthy lifestyle, one that comes from nature and returns to nature, and to conserving natural land and water supplies for future generations.