Strengthening cultural and tourism conditions

The richness of tourism formats brings more tourists to Bazhong, while supporting facilities determine whether they can be retained.

Recently, at the construction site of the second phase of Huajiantang Hotel in Enyang district of Bazhong, about a hundred workers were busy with such tasks as stone paving. The project is opposite Enyang Ancient Town and has a total construction area of 12,668 square meters. It is planned to have high-end guest rooms (hot springs), public hot springs, landscape corridors, and other functional areas.

"So far, the main structure of the project has been completed and has entered the decoration stage." The person in charge of the project's interior said that once the project is completed, it will realize the integrated tourism mode of sightseeing and staying in the ancient town, providing visitors with a better experience.

During this year’s Western China International Fair, Hong Kong XuanKun International Investment Co., Ltd. signed an agreement with Bazhong Cultural Tourism New District to invest 500 million yuan in the construction of the Hilton International Hot Spring Hotel in Micang Mountain Resort. "We will accelerate the exploration of the geothermal resources of the hot springs in Guangwu Mountain and Nuoshui River, plan and layout the hot spring hotel and hot spring town, and enrich the visitor experience," said Wang Qingping, secretary of the Party Working Committee of Bazhong Cultural Tourism New District.

At the end of September, in Wangping Tourist Scenic Area in Tongjiang county, a group of students participating in study tours visited the Red Army Martyrs Cemetery, a revolutionary base of the Sichuan-Shaanxi Soviet. They attentively listened to the guide's storytelling, occasionally expressing their admiration.

Since the opening of the Wangping-Tongjiang section of the Zhenba-Guangan Expressway, the original 90-minute journey has been reduced to 20 minutes, attracting more tourists to visit and pay their respects at the largest Red Army Martyrs Cemetery in the country.

"Since the highway opened, there have been more tourists, and our business has also improved," said Luo Junhong, the owner of a farmhouse inn in the scenic area.

"Since the opening of the highway, the scenic area receives over 5 million visitors annually, with tourism revenue reaching 1.6 billion yuan," said Xue Yuanxun, deputy director of the Bureau of the Former Site of the Sichuan-Shaanxi Soviet (Bazhong). Currently, there are 356 hotels and 316 farmhouse inns in the scenic area, providing accommodation and dining services to tourists within the area.

With the accelerated construction progress of transportation projects, such as the Nanchong-Bazhong section of the Hanba South Railway, the Cangxi-Bazhong Expressway, and the Pingchang section of Zhenba-Guangan Expressway, Bazhong's well-connected transportation system is taking shape, which will promote the local cultural tourism and health preservation industry to a new level.

Shaping cultural and tourism brands

Shuangcheng village in Sima town, Pingchang county, is the hometown of the prototype character in the famous oil painting “Father", created by renowned painter Luo Zhongli. In 2021, relying on the cultural IP of the painting, Shuangcheng village created a rural tourism hub that integrates homestays, art, folklore, cuisine, and entertainment.

"During holidays, the hotel rooms are fully booked, with most of the tourists coming from neighboring cities," said Pi Guixin, the general manager of Pingchang Simashuangcheng Tourism Development Co., Ltd. In May this year, Pingchang county also held a series of cultural activities to inherit the "spirit of father" to further strengthen the "father culture" IP and increase brand awareness.

Other scenic areas are also striving to not fall behind. The recently held Sichuan Nuoshui River International Karst Cave Festival was extremely popular. "I saw the news on the opening of the cave festival online, so I brought my family here to visit," said a woman surnamed Zhang from Dazhou city. Through the canyon rafting project, she fully appreciated the beautiful scenery of Nuoshui Dongtian Scenic Area and had a wonderful experience.

By shaping the brand based on IP and using the brand to explore the market, more and more scenic spots in Bazhong have been identifying their own advantages and hosting special activities to promote their cultural IP brands and expand their cultural and tourism market, attracting more tourists.

Due to the red leaf IP, tourists from all over the country have become aware of Guangwu Mountain and choose to visit during the autumn season to appreciate the red leaves. During Mid-Autumn Festival and National Day, Bazhong held its first Guangwu Mountain Red Leaf Music Festival, inviting well-known domestic rock bands, rap singers, and others to perform, further expanding the young consumer group and creating momentum for the upcoming red leaf festival.

"The urgent task is to continue fostering new business formats and scenarios for cultural and tourism consumption," said Shi Hu, deputy director of the Bazhong Municipal Bureau of Culture, Radio, Television, and Tourism. In the future, Bazhong will implement the rural revitalization strategy as a driving force to build a new pattern of tourism development.