On April 21, it was announced at a press conference held by the Information Office of the People's Government of Sichuan Province that the 11th Sichuan International Travel Expo, co-hosted by the Department of Culture and Tourism and the Leshan Municipal People's Government, will take place from April 25 to 27 in Emeishan City of Leshan. The event will also coincide with the launch ceremony of the 2025 "Relaxed Sichuan, Explore Tianfu" Cultural and Tourism Consumption Season.

The 11th Travel Expo, with the theme "Cultural and Tourism Integration · Beautiful Life", will feature a multidimensional "6+10+10" main content structure. It will invite representatives from 30 countries and regions in the cultural and tourism industry to participate in exhibitions and engage in exchange and cooperation. The exhibition area extends across more than 30,000 square meters, with nearly 300 businesses participating. The displays offer a comprehensive view of the new business models, technologies, and products in the cultural and tourism industry.

The 2025 "Relaxed Sichuan, Explore Tianfu" Cultural and Tourism Consumption Season, set to launch concurrently, will run throughout the year, deeply blending with the "Four Seasons of Travel in Sichuan" initiative to reinforce each other. The province plans to orchestrate seasonal cultural and tourism consumption promotions across various regions, staging over 5,000 unique cultural and tourism events, including diverse and enriching consumption weeks and months. This effort aims to ignite a year-round, inclusive cultural and tourism consumption frenzy, continuously shaping the "Relaxed Sichuan, Explore Tianfu" as an all-inclusive, all-ages, all-season, and all-time cultural and tourism consumption paradigm.

During the upcoming Labor Day and Dragon Boat Festival holidays, Sichuan is set to dazzle visitors with a lineup of over 730 cultural and tourism promotional activities spanning six aspects. The celebrations will kick off by channeling the popularity of the Nezha trend into newly crafted traditional Chinese-style products and travel routes. More than 180 events will bring this vision to life, highlighted by a spectacular Guofeng Carnival. The activities will also spotlight the widely beloved Sichuan original song "Jade Plate", which charmed audiences nationwide during the CCTV Spring Festival Gala. This musical inspiration blossoms into folk-themed landscape tourism offerings, complemented by over 80 enchanting events, such as the "Where the Mountain Songs Echo" folk performance series. Building on popular TV dramas and films shot in Sichuan, such as "The White Olive Tree", "Big World", "Panda Plan", and "Around the Home", new thematic routes will debut, featuring cultural highlights and urban adventures that are inspired by these screen stories, along with 180 "Film and Television+" related events. In a bid to enhance the nighttime economy, the province will continually diversify offerings, such as night tours, evening exhibitions, nocturnal culinary experiences, and nighttime performances. These after-dark offerings will culminate in 90 spectacular events like the Zigong International Dinosaur Lantern Show. With a focus on catering to the elderly and children, a series of specialized products, including silver-haired tours and intergenerational travel packages, will be introduced, and over 140 events will be organized, such as the celebration of the 5.18 International Museum Day. Leveraging major international and domestic competitions like the 2025 China Hill Climbing Championship (Suining Station) and the exhilarating "First Ferry of the Yangtze River" challenge, the province will launch a series of new "Travel with the Events" tourism routes and host over 50 sports-themed tourism activities.

Meanwhile, efforts will be intensified to roll out a series of public-benefiting cultural and tourism initiatives. During the Labor Day holiday, various regions in the province will distribute special cultural and tourism consumption vouchers worth over 68 million yuan, supported by a combination of financial subsidies and market partnerships. Furthermore, the province will collaborate with China UnionPay Sichuan Branch to invest over 11 million yuan in rights and benefits funds through the "Hundred Cities and Districts" financial incentives program. Partnering with Sinopec Sichuan Branch, it will also roll out the innovative "Hundred Cities and Thousand Stations" subsidy initiative, with an expected 10 million yuan in consumer subsidies. Additionally, joint efforts with Sichuan Bank and online travel platforms like HopeGoo will allocate more than 22 million yuan in subsidies for promotional campaigns such as "Hundred Cities for Beneficial Travel".