A senior Chinese leader on Thursday urged the cultural industry to make greater efforts to improve China's capacity to communicate internationally and boost cultural exchanges between China and other countries.

Li Changchun, a member of the Standing Committee of the Communist Party of China (CPC) Central Committee Political Bureau, said when visiting the 16th Beijing International Book Fair, the cultural industry was a new area of growth with tremendous potential.

Praising achievements made in the sector despite the global downturn, Li said it should strengthen international communication and promote China's brand names effectively and professionally.

The Beijing International Book Fair, initiated in 1986, is one of the world's four largest book fairs. This year, the five-day fair has attracted 1,800 publishing houses from nearly 60 countries and regions.

(Xinhua News Agency September 3, 2009)