Photo shows the media briefing for the 2025 Shanxi Province Cultural Tourism Development Theme Promotion Event held at Fengcheng Health and Wellness Center in Jincheng City on September 7. Photo by Xu Limengyao
Jincheng, Huanghe News Network (Reporter Shang Dongxia) — On September 7, the mainstream media briefing for the 2025 Shanxi Province Cultural Tourism Development Theme Promotion Event was held in Jincheng City. The briefing covered event details, key agendas, and promotional priorities. Nearly 70 journalists from 52 media outlets—including central-level mainstream media, provincial-level outlets, and national portals—attended.
The 2025 Shanxi Cultural Tourism Development Promotion Event will take place in Jincheng City from September 8 to 9. Centered on the theme “Life Above Mountains and Rivers,” the event will focus on integrating distinctive cultural and tourism elements, facilitating industry-specific supply-demand connections, and stimulating cultural tourism consumption. It will feature a series of activities with international perspectives, regional distinctiveness, and technological integration, including the Jincheng Cultural Tourism High-Quality Development Exchange, the Tourism and Leisure Cities High-Quality Development Matchmaking Event, and thematic promotion activities. These initiatives aim to expand diversified cooperation in the cultural tourism market, enrich wellness tourism product offerings, and activate new consumption momentum through “cultural tourism + diverse industries.”
This event centers on three key concepts: “government facilitation, enterprise collaboration, and public participation.” By establishing a market-oriented exchange platform, broadening international perspectives on cultural tourism development, and fostering an inclusive participatory atmosphere, the promotion activities will present a new image characterized by openness, inclusivity, diversity, integration, pragmatism, and efficiency. Leveraging Jincheng's distinctive wellness tourism to break into new markets, the event will propel the province's cultural tourism industry toward high-level openness and high-quality development.
Zhao Junlong, Member of the Party Leadership Group and Deputy Director of the Shanxi Provincial Department of Culture and Tourism, stated that in recent years, under the trend of deep integration between “cultural tourism and all industries,” Shanxi's cultural tourism sector has seen its profile rise steadily by leveraging the popularity of gaming and film/TV IPs. Through measures such as deepening cultural substance, building a cluster of Shanxi cultural IPs, developing distinctive tourism products, creating themed packages like “Travel with Performances,” “Travel with Events,” “Travel with Movies,” and “Travel with Web Series,” and strengthening the core brand message of “Ancient Chinese Civilization, Shanxi's Beautiful Scenery,” the province has continuously driven the transformation of cultural tourism development from traditional “resource dependency” to innovation-driven “cultural empowerment.”
Yang Xiaolei, Member of the Party Leadership Group and Vice Mayor of Jincheng Municipal People's Government, introduced Jincheng to the media through four dimensions: “Scenic Wonderland,” “City of Culture,” “Ideal Travel Destination,” and “Wellness Haven,” vividly showcasing the city's unique charm and abundant tourism resources. He emphasized that this event serves as a crucial opportunity to comprehensively showcase the distinctive appeal of Jincheng's cultural and tourism resources. During the event, nine premium itineraries will be unveiled, covering diverse themes such as ancient castle exploration, scenic tours, wellness retreats, and intangible cultural heritage experiences. These offerings cater to varied visitor preferences, further cementing the brand image of “Ancient Castles of the East, Jincheng in the World; Cloud Brocade Taihang, Poetic Jincheng.”
As the host city, Jincheng has actively promoted the transformation of its cultural tourism industry from “sightseeing tours” to “residential experiences” in recent years. It has focused on upgrading scenic areas, developing boutique homestays, and leveraging high-quality events to strengthen market regulation and service guarantees. This shift aims to transition visitors from merely “viewing landscapes” to deeply “experiencing local life.”
The Shanxi Cultural Tourism Development Promotion Event serves not only as a vital platform showcasing the province's latest achievements in high-quality cultural tourism development but also as a powerful catalyst propelling the industry toward new frontiers. It holds significant importance for fostering regional cultural exchange and mutual learning, further enhancing the reputation of Shanxi's cultural tourism brand.