Recently, the Mianyang China Giant Panda Garden (China Conservation and Research Center for the Giant Panda Mianyang Base) began trial operations, allowing residents of Mianyang to experience the delight of observing giant pandas right in their hometown. The Giant Panda Garden has received nearly 40,000 visits within its first week of operation.

Indeed, giant pandas are no strangers to the residents of Mianyang. According to the Fourth National Survey on Giant Pandas, Mianyang is home to 418 wild giant pandas, accounting for 22.4 percent of the country's total—the highest among all prefecture-level cities in China. This remarkable figure has earned Mianyang the title of China's "First City of Wild Giant Pandas".

To maximize the potential of the giant panda IP, Mianyang introduced its core tourism and consumption brand, "Favor Mianyang", to a global audience during the 2025 Global Panda Partners Conference held earlier in Chengdu. As part of this initiative, the city also launched one of its first sub-brands, "Panda Date", designed to attract more visitors with the appeal of "following the national treasure to Mianyang". The program includes the creation of a detailed "Panda Map" and an innovative check-in system to enhance tourist engagement.

Protecting Habitats

Mobilizing Community Conservation Efforts

Opened on December 29, 2025, the Mianyang China Giant Panda Garden is located within the Guloushan Ecological Park in the Mianyang Science and Technology City New Area. Spanning approximately 120 hectares, the Giant Panda Garden has been developed in harmony with the existing landscape of "three mountains and two valleys", featuring 54 standardized panda enclosures. Twenty giant pandas from the China Conservation and Research Center for the Giant Panda have already been relocated to this new facility.

"As the fifth base of the China Conservation and Research Center for the Giant Panda, the Mianyang China Giant Panda Garden fills a crucial gap as the first comprehensive conservation and research facility in the Minshan Mountain Range east of the Minjiang River," stated a representative from the garden's management team.

Selecting Mianyang as the site for the base is no coincidence. As China's "First City of Wild Giant Pandas", Mianyang is a core area of the Giant Panda National Park and hosts one of the world's most genetically diverse habitats for this iconic species. The Mianyang section of the Giant Panda National Park, situated in the heart of the Minshan Mountains, spans 4,194.26 square kilometers and encompasses three counties (districts): Pingwu, Beichuan, and Anzhou.

With the ongoing development of the Giant Panda National Park, the ethos of panda conservation has taken root among a growing number of Mianyang residents.

During the New Year holiday period, heavy snow blanketed the Wanglang section of the Giant Panda National Park in Pingwu County. Patrol officer Liang Chunping shouldered a backpack weighing over ten pounds and stepped into the forested area alongside his teammates. "Each patrol takes about ten hours, covering over 2,000 kilometers a year—equivalent to walking from Mianyang to Shanghai," said Liang Chunping.

To mobilize community-driven conservation efforts, Mianyang has pioneered a collaborative management framework combining professional patrols with community participation. Within the Mianyang section of the Giant Panda National Park, over 900 full-time and part-time patrol personnel have been deployed. Part-time patrollers, for instance, receive a monthly allowance exceeding 2,000 yuan for their contributions. These positions are primarily filled by local residents, leveraging their familiarity with the terrain and pathways while also fostering a broader consensus on ecological conservation within primary-level communities.

Zhong Junde, a resident of Xinyi Village in Muzuo Tibetan Township, Pingwu County, previously made a living through farming and hunting. After laying down his hunting rifle, he became a volunteer dedicated to giant panda conservation, actively participating in protection efforts. Now, as a certified patrol officer, he reflects, "Protecting giant pandas means protecting these mountains. With a stable monthly income, I feel more secure in my commitment."

Additionally, Pingwu County has established 81 fixed biodiversity monitoring transects and 177 patrol transects and organized a forest ranger team of 1,865 members, thus forming a three-tier county-township-village patrol network. In Anzhou District, conservation efforts are being extended to the next generation through the nature education program titled Qianfo Mountain "Next-Generation Guardians" for Pandas.

Leveraging the Panda IP

To Develop Themed Tourist Routes

During the New Year holiday, Mianyang's cultural and tourism market kicked off the year on a high note: Its 41 A-class tourist attractions welcomed a total of 545,700 visits. The newly opened Mianyang China Giant Panda Garden performed remarkably well during this period, generating ticket revenue of 1.0074 million yuan and a total comprehensive income exceeding 1.60 million yuan. "Mianyang is so close. Now we don't have to travel far to see giant pandas," said Long Xiangyu, a tourist who made a special trip from Guangyuan.

During its trial operation phase, the Mianyang China Giant Panda Garden curated a series of themed activities, including the "Full-on Adorableness" flash dance, "Wonder Parade" character interactions, "Science in Action" stamp-collecting check-ins, and the professional "Minshan Classroom" guided sessions. These initiatives have elevated the visitor experience from passive observation to immersive, interactive, and educational exploration.

Leveraging its panda resources, Mianyang is meticulously crafting a "Panda Map" initiative. By integrating attractions such as the China Giant Panda Garden, the Beichuan Giant Panda Zoo and Botanical Garden, and the Mianyang section of the Giant Panda National Park, the city plans to develop distinctive panda-themed tourism routes. Meanwhile, the city has introduced an innovative points-based check-in system and launched a panda mascot design competition, in a bid to shape Mianyang's unique panda IP identity through deep engagement and interaction.

Improved transportation infrastructure has also laid a solid foundation for these tourism routes. The fully operational Jiumian Expressway not only connects Jiuzhaigou with Mianyang but also links Mianyang's panda-related attractions "like a string of pearls", transforming the city from a transit point into a key node along the Grand Jiuzhaigou Tourism Loop.

More initiatives are already underway. To date, Mianyang has established seven national and provincial-level nature education bases related to giant pandas, forming a comprehensive ecological conservation system. Take the Wanglang section of the Giant Panda National Park as an example. Pingwu County has developed facilities such as exploration camping areas, a Panda Reception Center, and an eco-friendly hotel. In collaboration with over 30 research institutions, including Peking University and the Chinese Academy of Sciences, the county has also designed 16 thematic routes across three categories: observation-based experiences, recreation-focused activities, and in-depth study programs. In 2025, the Wanglang section received over 164,800 visits for nature education programs, generating direct revenue exceeding 22.75 million yuan. Additionally, it also drove peripheral economic benefits, contributing over 32.97 million yuan in related income from sectors such as agricultural products, dining, and accommodation.

According to an official from the Mianyang Municipal Bureau of Culture, Broadcast-TV and Tourism, the "Panda Date" initiative will integrate core resources, including the Mianyang China Giant Panda Garden, to launch a series of distinctive offerings combining nature education, ethnic cultural experiences, and eco-tourism. This will enable global visitors to follow in the footsteps of the national treasure and deeply appreciate Mianyang's ecological beauty and cultural richness.