On June 17, the seventh plenary session of the 12th CPC Sichuan Provincial Committee clearly pointed out that efforts should be made to fully develop the "Splendid Tianfu, Leisurely Sichuan" cultural and tourism brand. This initiative became a hot topic at the session.
A cultural and tourism brand with both recognition and reputation constitutes a vital component of high-quality development in the sector, serving as a concentrated reflection of a region's cultural tourism resources and comprehensive competitiveness.
"Distinctive and resonant." Participants at the session recognized Sichuan's exceptionally rich and diverse cultural tourism resources. The "Splendid Tianfu, Leisurely Sichuan" brand brilliantly encapsulates the province's unparalleled natural beauty and vibrant cultural heritage, while perfectly embodying the essence of integrated cultural-tourism development. In the future, concerted efforts will be made to amplify and polish this brand's appeal.
Where Timeless Heritage Meets Contemporary Vibrancy
The tourism industry is undergoing a profound transformation, shifting from sightseeing-focused trips to in-depth experiences. In this new paradigm, cultural and tourism brands that embody regional characteristics and highlights have become a key factor in attracting tourists. While effectively transforming online traffic into offline popularity, cultural and tourism brands significantly enhance the overall image of a region on a larger and broader scale.
Sichuan, an important cradle of Chinese civilization, spans across five distinct geomorphic units. It boasts the most extensive, diverse, and highest-quality cultural-tourism resources in China, truly exemplifying the saying "a province of endless vistas and infinite charm".
Gao Zhongwei, Executive Deputy Director of the Publicity Department of the CPC Sichuan Provincial Committee, said that the plenary session of the provincial Party committee outlined a new blueprint for Sichuan, envisioning a land where "poetry and great perhaps" merge. The session proposed to fully develop the "Splendid Tianfu, Leisurely Sichuan" cultural and tourism brand, which not only bears distinct Sichuan-specific characteristics but also vividly demonstrates the "depth" and "substance" of the province's continuous drive for the profound integration of culture and tourism.
Quite a number of participants noted that this brand perfectly combines historical heritage with a contemporary touch. The poetic pairing of "Splendid" and "Leisurely" creates a harmonious duality, where "Tianfu", Sichuan's ancient heartland, and "Sichuan" itself amplify each other's significance. Splendid vividly encapsulates the province's breathtaking landscapes and cultural richness, while leisurely "an yi", a quintessential Sichuanese expression, embodies its uniquely relaxed yet vibrant lifestyle. Together, they evoke a positive and aspirational emotional resonance that makes people yearn for it. Moreover, this brand effectively caters to personalized, high-quality, and diversified cultural tourism demands, positioning itself as a driving force in Sichuan's strategic expansion of its cultural tourism industry.
Chen Guanghao, Director-General of the Department of Culture and Tourism, stated that Sichuan's profound cultural heritage, majestic natural landscapes, and rich historical legacy are all perfectly encapsulated in the "Splendid Tianfu, Leisurely Sichuan" brand. This distinctive yet grand identity fully amplifies the province's resource advantages and developmental strengths.
Excelling in Both Substantive Quality and Presentational Appeal
Building a cultural tourism brand is a systematic endeavor requiring both internal excellence and external appeal. The plenary session of the provincial Party committee outlined plans to develop world-class cultural landmarks, amplify flagship brands' global influence, create international-standard cultural tour routes, and curate premium travel itineraries with worldwide allure.
"After 3,000 years of slumber, its reawakening stunned the world". As one of Sichuan's cultural tourism crown jewels, the Sanxingdui Ruins site has captivated global attention since the new-phase archaeological excavations began, and it is also an important part of Sichuan's efforts to build a world-class cultural tourism landmark. Liu Guangqiang, Secretary of the CPC Deyang Municipal Committee, stated that Deyang's cultural tourism sector is currently at a pivotal juncture—transforming comparative advantages into competitive strengths while accumulating momentum for breakthrough growth. He emphasized the need to comprehensively implement the Cultural Tourism Excellence Strategy, accelerate the development of the Sanxingdui Cultural Tourism Zone, and leverage the "Sanxingdui+" initiative to drive all-for-one tourism, thus solidifying the industry as a true pillar of the economy, a livelihood enhancer, and a source of people's happiness.
The giant panda reigns as another crown jewel among Sichuan's world-class cultural tourism assets. Mianyang, home to China's largest wild panda population, is accelerating the development of its designated section within the Giant Panda National Park, and the Mianyang Base of the China Conservation and Research Center of Giant Panda is about to be completed.
Li Yun, Mayor of Mianyang Municipal People's Government, stated that the city has developed three premium tourism routes spanning the entire region. Specifically, the "Tracing Li Bai's Hometown and Exploring the Panda Habitat" premium route has been promoted globally. This year, Mianyang will leverage its hosting of the Sichuan Provincial Cultural and Tourism Development Conference as a catalyst to advance the deep integration of cultural and tourism industries.
The plenary session of the provincial Party committee resolved to elevate distinctive cultural tourism brands, implement the Tianfu Masterpiece Excellence Initiative, further advance the development of famous cultural tourism cities, strengthen Bashu-celebrity-themed cultural tourism brands, and cultivate premium "Sichuan Origin" tourism products. Zhang Dongyun, Secretary of the CPC Nanchong Municipal Committee, said that Nanchong boasts unique cultural tourism assets, including its silk heritage, Spring Festival traditions, and Three Kingdoms historical legacy, and these resources will drive the transformation from conventional tourism to an integrated development paradigm, thereby amplifying the value of local cultural and tourism IPs.
To further globalize the "Splendid Tianfu, Leisurely Sichuan" cultural tourism brand, the plenary session of the provincial Party committee resolved to implement the "Ba-Shu Cultural Tourism Worldwide Promotion Plan", strengthen Sichuan's tourism marketing platforms, enhance cultural exchange and tourism promotion capabilities, and amplify new media outreach—ensuring the Sichuan brand resonates louder and shines brighter.
Li Xiaojun, Director of the Provincial Radio and Television Administration, announced plans to drive the radio and television sector to make new contributions in promoting the "Splendid Tianfu, Leisurely Sichuan" brand. Key initiatives include launching the "Explore Sichuan Through Film &TV: Splendid Tianfu Awaits" campaign, carrying out the "Audio-Visual Sichuan" transmission and service project, expanding the domestic reach of the "Hundred Sichuan-themed Stories" programming, and strengthening the international dissemination of "Mysteries of Shu Culture", collectively forming a multimedia communication matrix.
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