In 2024, the achievements of Zhijiang’s cultural tourism were gratifying: the county received a total of 4,701,317 tourist visits and realized tourism revenue of over 4.4 billion yuan, up 11.18% and 14.03% year‑on‑year respectively. The county successfully won three national‑level honors, including the designation of a national 4A tourist attraction, and 14 provincial honors such as a provincial‑level tourism resort.
With three events (the 6th China Zhijiang International Peace and Culture Festival, the symposium on Hunan and the Spirit of the Resistance Against Japanese Aggression, and the 4th Huaihua Tourism Development Conference) draw near, Zhijiang is greeting the world with a fresh posture.
Aerial photo of Zhijiang
Measures are rolled out to improve services.
The county is striving to build “a well‑known online check‑in destination centered on the county seat”. It is not a mere slogan, but a strategy set by the Zhijiang County Party Committee and county government to boost cultural and tourism development based on local resources and market insight.
The county has set up several mechanisms to ensure cohesion. The Zhijiang Cultural and Tourism Association was established and has recruited more than 90 members and market entities such as Zhixiang Cultural Tourism, Hupo Cultural Tourism, and Guilin Tourism to take part in countywide cultural tourism construction following a government‑led and market‑participatory approach. A carefully planned series of cultural and tourism events has been promoted by national media including Xinhuanet, Global Times, and inewsweek, generating over 400 million online clicks.
Stilted buildings in the Suozi Street
Countywide service trainings covering dining, lodging, transport, sightseeing, shopping and entertainment have been provided to tour guides and hotel/homestay owners to improve service quality.
The Zhijiang Online Culture Association was formed, with an initial intake of more than 80 local online influencers appointed as Zhijiang cultural and tourism recommenders, turning netizens who love Zhijiang into the county’s best ambassadors.
With the launching of a smart parking system, parking lots in the county government compound and public institutions were open to visitors free of charge.
Longjin Wind and Rain Bridge
This year’s May Day holiday showed Zhijiang’s hospitality in tangible ways: Over 200 internal parking lots at the county public institutions were open to visitors, and more than 3,000 temporary parking spaces were added, effectively easing parking difficulties for visitors; traffic police were stationed in key road sections in advance to keep traffic arteries unblocked; fire and emergency management departments stood by 24 hours, and professional rescue teams carried out patrols in key areas.
With adjusted service measures, the Memorial Hall of the Victory of the War of Resistance Against Japanese Aggression and the Acceptance of the Japanese Surrender optimized visitor flow and extended opening hours. During the May Day period, the memorial Hall received 148,733 visits, up 51.93% year‑on‑year, setting a new record for visitor numbers.
People watch performance at the drum tower.
New formats spark fresh consumer vitality.
At dusk, boat silhouettes sway on the Heping Lake. Lights along both banks spill like scattered stars as water‑screen bridges, giant light projections and image galleries unfold in sequence; Longjin Wind and Rain Bridge, the Tianhou Temple, Wanhe Drum Tower and the stilted buildings along Suozi Street take on a special radiance at night.
Night view of Zhijiang
Renowned food and travel blogger and Zhijiang cultural tourism and food global ambassador @Liu Yuxin JASON described the Heping Lake night cruise as “an immersive cultural feast”: “Lights on both banks change with the music; the wind and rain bridge, fountains and water screens interweave; and boats pass under bridges and spray flies. It feels like being inside a large‑scale performance.” The Peach Blossom Island in the river’s heart made him even more reluctant to leave: “Camping on the island, checking in at the flower house, and sipping tea make me relax completely; I really want to stay for days!”
This is precisely the clever thinking behind Zhijiang’s vigorous push into new cultural tourism formats. Zhijiang has innovatively launched the Heping Lake immersive light show, offering a panoramic visual, tactile and auditory interactive experience that lets visitors fully feel the charm of Dong culture. The project was selected for the national rural tourism boutique route and has earned honors such as Hunan demonstration base for new cultural tourism format and Hunan provincial demonstration area for concentrated night‑time consumption.
Relying on its ecological landscape and distinctive folk customs, Zhijiang has built projects like the Peach Blossom Island camping base under a “tourism + agricultural develoment” model and opened the Qingjiang tour boutique route, effectively activating rural resources.
Centering on making good use of red resources, carrying forward red traditions and passing on red genes, Zhijiang has explored developing “red tourism + study tours”, leveraging sites such as the Memorial Hall of the Acceptance of the Japanese Surrender and the Former Site of the Headquarters of the 2nd and 6th Corps of the Red Army during the Long March to create red education curricula suitable for students of different ages and provide high‑quality study tour services.
These diversified new formats have ignited visitors’ spending enthusiasm and released vitality in Zhijiang’s cultural tourism market.
Memorial Hall of the Victory of the War of Resistance Against Japanese Aggression and the Acceptance of the Japanese Surrender
Immersive experiences win over young people.
Technology empowers a new audiovisual experience. Stepping into the “metaverse” tech pavilion at the Zhijiang Peace Art Center feels like entering a fantastical world. Through virtual technology, visitors can immerse themselves in historical scenes. This tech‑driven visual feast not only allows visitors to appreciate the unique charm of ethnic culture but also delivers profound patriotic education, achieving a perfect fusion of technology and culture.
Night‑time economy creates new consumption experiences. When night falls, both banks of Zhijiang’s river pulse with activity. The distinctive intangible heritage market offers nearly a hundred specialty stalls overflowing with goods, drawing large numbers of visitors and residents. Spending on dining, sightseeing, lodging and transportation reached five‑year highs, and the night economy has become a new growth driver for Zhijiang’s cultural tourism industry. Here, visitors can sample a wide range of authentic local dishes, buy uniquely crafted handicrafts, and enjoy captivating intangible heritage performances.
Visitors experience folk‑custom activities at Zhijiang Weichu Winery.
Zhijiang has created the nation’s first city‑wide immersive live‑action mystery game that link the county’s history, cultural landmarks and folk customs, effectively addressing cultural tourism challenges such as scattered attractions, inconvenient transport, diverse themes and weak selling points, and shaping an immersive micro‑city travel experience-the Zhijiang model.
Now Zhijiang is seizing the momentum with more thoughtful services to welcome the arrival of the three grand events and show the world the boundless vitality of the peace city and the enchanting land of Dong people.
(Translated by Yang Hong)