The launch ceremony for the 2025 Sichuan Winter Tourism Season kicked off today at the Aba Qiangren Valley Ski Resort. With the opening of this winter feast, the "Year-Round Travel in Sichuan" campaign is set to enter another highlight moment.

From the romantic poetry of spring flower fields to the refreshing comfort of summer's cool embrace, from the dazzling colors of autumn forests to the exhilarating thrill of winter's ice and snow, Sichuan, one of the regions in China boasting the most extensive, diverse, large-scale, and highest-quality cultural and tourism resource portfolios, is unfolding a splendid panorama of scenic beauty accessible year-round and in every season, with unwavering hospitality that never closes.

A Panoramic Renewal:

Crafting a Distinctive "Year-Round Travel" Experience

No off-season, only different surprises in each season—this is increasingly becoming a shared sentiment among visitors to Sichuan. Since the beginning of this year, the number of visitors to scenic areas such as Jiuzhaigou, Huanglong, Bipenggou, and Wawu Mountain has repeatedly set new historical records. These figures attest to the allure of "scenery everywhere and travel in all seasons". Among them, Jiuzhaigou has already received over seven million visits this year.

Its varied topography gives Sichuan distinct seasons, each with its own unique and characteristic landscapes. Building on its inherent strengths, the province has, since the start of this year, intensified and broadened efforts to promote "Culture and Tourism Plus All Industries" and "All Industries Plus Culture and Tourism". It continues to champion the "Year-Round Travel in Sichuan" campaign, creating seasonal highlights that make travel appealing in every season.

In spring, a poetic series of promotional events titled "Spring Outing in Sichuan with Feihualing" (Feihualing is an ancient poetry citing game) was launched amidst the expansive rapeseed flower fields in Chongzhou, Chengdu. The Sichuan Cultural and Tourism Promotion Alliance introduced six premium spring flower-viewing routes for touring Sichuan, officially extending a warm invitation to experience "Year-Round Travel in Sichuan".

The summer tourism wave arrives with the rising heat. "Follow The World Games to Tour Sichuan" has further ignited a global wave of travel to the province. Premium inbound tour routes such as the "World Heritage Classic Tour", "Giant Pandas Eco Tour", "Journey on the 318 National Highway: Exploring Shangri-La", and the "Sichuan Flavors: A Gourmet Tour" have attracted visitors from all directions.

In the vibrant autumn season, Sichuan seized the golden opportunity of the National Day and Mid-Autumn Festival holidays and took the chance of hosting key events such as the 2025 National Day Cultural and Tourism Consumption Month main event in Chengdu. The province launched over 1,300 culture and tourism consumption promotion activities and more than 100 public-benefit policies centered around six themes: Autumn Scenic Vistas, Seasonal Flavors, Fun Sporting Events, Photo-Worthy Spots, Hiking Trails, and Folk Custom Experiences, crafting a joyful journey interwoven with reunion and celebration. In the first three quarters of the year, the province received over 950 million domestic tourist visits, showing that continuous vitality erupts in its cultural and tourism market.

Entering the winter season, various regions across the province are actively preparing a series of winter tourism activities. Focusing on IPs such as "Warm Snow Retreats on Shu Mountains", "Leisurely Wellness", and "Rural Sichuan Escapes" within the "1+10+N" premium cultural and tourism consumption brand matrix, they aim to sustain the enthusiasm and charm of "Winter Tour of Sichuan".

Expanding Across the Entire Region:

Building an Integrated Landscape of "Excellence Everywhere"

Centered on the theme of "Year-Round Travel in Sichuan", the province continues to drive the shift from "single-destination visits" to "regional tourism". By connecting attractions like a string of pearls and integrating diverse formats, it achieves an upgrade from "a single spark" to "a sky full of stars".

By leveraging the substantial tourist flow from the Jiuzhaigou Scenic Area, Jiuzhaigou County has organically connected its distinctive attractions and tourist resorts countywide. By integrating diverse formats such as hotel clusters, premium homestays, unique performances, and outdoor sports, it has enabled one scenic area to drive prosperity across the entire region.

Constantly exploring innovative integration, Sichuan has implemented the "Travel Sichuan with Performances, Sports Events, Gourmet Food, Film and TV" initiative. This policy-driven approach aims to activate industry momentum and inspire more diverse, dynamic practices in the deep integration of agriculture, culture, tourism, sports, and commerce.

This year, the visitor count at Wawu Mountain in Hongya County, Meishan, has surpassed one million for the first time. This impressive achievement is inseparable from the scenic area's deep integration of seasonal characteristics to innovatively create a variety of activities such as "Hiking Plus" and "Outdoor Plus", which have attracted many returning visitors. Hiking enthusiast Zhao Ming said, "Hiking on Wawu Mountain in different seasons always brings new surprises."

With tourist visits having reached one million, the Wawu Mountain Ice and Snow Carnival has officially begun. The carnival is highlighted by the launch of the Wawu Mountain Snow and Ice Climbing Challenge, a highly competitive winter event tailored for outdoor enthusiasts. Registration for the inaugural race was fully booked shortly after opening.

From all seasons to all hours, the province further extends the chain of tourism experiences. This year, with the completion of the "Da Shu Dao Three Kingdoms City of Endless Nights", a new landmark centered on the nighttime economy has emerged. Integrating cultural exhibitions, commercial districts, immersive performances, and leisure entertainment, it has become a major attraction in Jiange County, Guangyuan. Together with the Jianmen Pass and Cuiyun Corridor scenic areas, it forms a crucial pillar of the Greater Shu Roads international cultural tourism destination. The project manager of the "Da Shu Dao Three Kingdoms City of Endless Nights" reported that since its opening in August, visitor numbers have exceeded 1.5 million.

From spring through winter, each season offers its own beautiful landscapes; from day to night, every corner of the region has its own unique appeal. Sichuan is making "Year-Round Travel in Sichuan" an accessible and delightful experience for every visitor through diverse offerings and high-quality services.

With the launch of the 2025 Sichuan Winter Tourism Season, more winter wonders await your experience!