On October 29, the 2025 Sichuan Culture and Tourism Development Conference and the 11th China (Sichuan) International Tourism Investment Conference took place in Zitong, Mianyang. The conference unveiled a "1+10+N" premium cultural tourism brand matrix. Under the overarching "Splendid Sichuan: Land of Abundance" brand, ten provincial-level brands were launched: "Ancient Shu Charms", "Red Legacy in Bashu", "Sichuan Vibrancy", "Leisurely Wellness", "Rural Sichuan Escapes", "Must-Visit Sichuan in Youth", "Panda Partners", "Warm Snow Retreats on Shu Mountains", "Artisan Insights", and "Tianfu Study Tours". Meanwhile, numerous local brands like "Chengdu Nuptial Celebrations" and "Falling for Mianyang" were introduced. These programs have formed a multi-tiered cultural tourism brand system that coordinates provincial and municipal efforts, features distinct themes, offers diverse products, and delivers high-quality experiences.

The grand cultural tourism event not only showcased the enchanting landscapes of "Splendid Sichuan" and the leisurely charm of "Land of Abundance", but also reflected the province's accelerated efforts to realize its two trillion-yuan blueprint for the cultural tourism sector through establishing highly efficient mechanisms, nurturing high-impact entities, and creating high-quality offerings.

The "Splendid Sichuan: Land of Abundance" Presentation Unfolds in Four Thematic Chapters

At the event, a diverse group of speakers, including Wang Wei, a Member of the Chinese Academy of Social Sciences, Zhou Liya, Vice President of All-China Youth Federation, Xiong Shirui, a Chinese snowboarder, Xiao Jun, "Sichuan Super League" footballer, and Chen Sisi, Executive Deputy Head of the Art Ensemble of the All-China Federation of Trade Unions, jointly launched a thematic presentation across four chapters: "Where Splendid Landscapes Unfold Like Ink-Wash Art", "Where All Trades Converge to Build the Land of Abundance", "Where Local Life Blends with Leisurely Charm into a Living Painting", and "Where Infinite Wonders Await Your Journey in Sichuan". Through this immersive showcase, they invited the audience to experience the charm of splendid Sichuan, the Land of Abundance.

In the pulse of Chinese civilization, there always comes a moment to encounter Sichuan. As the head of the expert advisory panel for the new round of excavations at the Sanxingdui archaeological site, Wang Wei stated that Sichuan is one of the vital cradles of Chinese civilization, with a remarkable concentration of UNESCO World Heritage sites. From ancient echoes to the dawn of civilization, from bronze glories to enduring cultural traditions, Sichuan is now preserving its profound cultural legacy with growing confidence while inviting the world to experience its charm: "A leisurely escape in half a day, a dreamlike journey into Sichuan's heartland".

From the sparks of civilization to a magnificent new chapter, the integration of cultural tourism with all industries is painting a vibrant new backdrop for the Land of Abundance. Zhou Liya, who was born at the foot of Mount Emei, shared the dynamic new vision of Sichuan's "culture-tourism plus all industries" and "all industries plus culture-tourism" approach.

The leisurely charm of Sichuan is found both in strolling through its vibrant streets and immersing in its bustling way of life. Xiong Shirui and Xiao Jun jointly presented a unique travel experience—"Exploring Sichuan Through Performances, Sports Events, Film &TV, and Cuisine".

As one of the highlights of the presentation, Chen Sisi delivered a heartfelt performance of an adapted version of "Wonderful New Era", tailored to celebrate the "Splendid Sichuan: Land of Abundance".

Soon-Hwa Wong, PATA Ambassador for Greater China, stated in his address that Sichuan's growing international appeal in the inbound tourism sector is particularly encouraging. This achievement, he noted, stems from the province's systematic efforts to establish itself as a globally significant tourist destination. "From continuously optimized visa and entry procedures to the multilingual service systems across major scenic areas; from ongoing efforts to facilitate payment options for international visitors to the development of professional tour guides proficient in less-commonly-taught languages—each initiative conveys Sichuan's warmth and inclusiveness, making it an increasingly popular choice for global travelers."

From the delightful surprises in everyday streets to the upgraded appeal of cultural tourism brands, the "1+10+N" initiative serves as Sichuan's invitation to the world, showcasing a promising and vibrant new Sichuan poised for the future.

11 Major Cross-Regional Cultural-Tourism Projects Unveiled

As a province abundant in cultural and tourism resources, Sichuan is transitioning from a "major resource province" to an "industry powerhouse", with the goal of achieving two trillion yuan in total tourism spending by 2027.

The conference established a virtuous cycle of "matching, facilitating, and signing projects" through targeted matchmaking and efficient execution, effectively transforming Sichuan's cultural and tourism resources into drivers of high-quality development. During the conference, 114 major cultural and tourism projects were signed collectively across the province, with a total value of 56.796 billion yuan. Among them, ten representative projects were signed on-site, amounting to 13.54 billion yuan, including the Chengdu Wildlife Conservation and Education Base, the Luzhou "Jiuyaohui" Cultural-Commercial-Tourism Complex, and the Mianyang "Liangdan Cheng" Integrated Agriculture-Tourism-New Energy Initiative.

At the conference, Sichuan officially launched 11 major cross-regional cultural tourism projects, including the Ba-Shu Cultural IP Creative Transformation Initiative, Three Kingdoms Cultural Tourism Destinations, Low-Altitude Tourism Theme Tours, the Greater Jiuzhaigou World Tourism Destination, and Enhancement of China's Most Scenic Routes 318/317—all designed to lead and support new cultural tourism consumption trends.

Additionally, the conference released the 2025 Guide to Key Cultural and Tourism Investment Projects in Sichuan Province, featuring 480 high-potential projects across ten major sectors, including digital culture, performing arts, and leisure resorts, with a total investment promotion value of 570 billion yuan, offering global strategic investors promising opportunities for shared growth.

"Through the Trip.com platform, we are showcasing Sichuan's unique cultural and tourism appeal to a global audience, driving an average annual growth of over 80 percent in inbound tourism online transactions," said Li Xiaoping, Senior Vice President of Trip.com Group. "In digital tourism, we are collaborating with Chengdu, Mianyang, Aba, and other cities and prefectures on cultural-tourism big data initiatives to enhance the digital service level in destinations." As a corporate representative, he affirmed the company's commitment to increasing investment in Sichuan, actively participating in the province's key tourism projects, and supporting Sichuan's development into a world-class travel destination.

Cai Guangzhong, Vice President of Tencent Group, stated that the company has now engaged over 100 relevant entities in Sichuan, created more than 3,000 new jobs, and achieved an annual output value exceeding three billion yuan, demonstrating its commitment to fostering a regional innovation development ecosystem. The Honor of Kings animated family film is set for release in 2028, while the world's first game-based science exploration museum for the Honor of Kings, located in the Chengdu High-tech Industrial Development Zone, will open the same year, continuing to use digital innovation to make "Splendid Sichuan" more vibrant and dynamic.