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In order to welcome The World Games (TWG) 2025 Chengdu, the culture and tourism department of Leshan announced on July 23 that all state-owned A-class tourist scenic spots in Leshan will offer free admission to TWG athletes and coaches with valid certificates and a 50 percent discount on entrance fees for spectators with event tickets.

Recently, the eleventh Plenary Session of the 8th Leshan Municipal CPC Committee was held, clarifying the "124" cultural-tourism development blueprint. It focuses on one overarching goal: building an international tourism city and creating a globally-renowned, important tourist destination. It also aims to re-establish two world-class brands: world-class tourist attractions and a "World City of Gastronomy". Additionally, it will strengthen four characteristic industries: cultural creativity, performance and entertainment events, specialty cuisine, and wellness-based sojourn tourism.

The ticket preferential policy is one of the concrete measures to implement the plenary session's decisions. As a major tourist city, Leshan ranks first among prefecture-level cities in the province in terms of annual number of tourists and tourism revenue. Leshan, which is rich in resources and has a large tourist flow, is now at the forefront of the trend of in-depth integration of culture and tourism, striving to achieve the goal of building an international tourism city. So, how can it "decode" this mission?

"Decoding" Brand Potential: Targeting "World-Class" Standards to Elevate Tourism Experiences

From January to June this year, Leshan City received 63 million domestic tourist visits, with tourism spending reaching 80.5 billion yuan, an increase of 22 percent and 17 percent, respectively. With the increasing popularity of inbound tourism, Leshan, boasting the "golden signboard" of the Mount Emei-Leshan Giant Buddha mixed cultural and natural heritage, is accelerating its pace in building an international tourism city.

The eleventh plenary session of the 8th CPC Leshan Municipal Committee has made it clear that efforts should be made to create a "world-class tourist attraction", orderly promote the expansion and quality improvement of Mount Emei and Leshan Giant Buddha scenic areas, and build world-famous cultural and tourism flagship projects.

In the face of the new round of challenges of expansion and quality improvement, the core scenic areas have formulated their own strategic approaches.

"We need to figure out how to align our service concepts with international standards and boost the experience of inbound tourists," said Ma Ling, Director of the Leshan Giant Buddha Cultural Relics Protection (Scenic Area) Administration Committee. Leveraging service-quality improvement as a breakthrough, the scenic area aims to receive over ten million visitor arrivals by 2027, with 500,000 of them being inbound tourists, and generate cultural-creative revenue of over 100 million yuan, striving to take the lead in the high-quality development of Leshan's culture and tourism industry, according to Ma.

The Leshan Giant Buddha Scenic Area will also deliver quality tourist experiences commensurate with its status as a world-class global destination. Infrastructure and service upgrades are the top priority. Ma Ling stated to the reporter that the scenic area will establish more multilingual signage, renovate existing restrooms and pavilions or construct new ones, and build new cultural infrastructure, including a digital performance center and museum cluster, laying the foundation for a world-class tourism destination.

"With 12.6 billion yuan in investment and 22 key projects slated for completion before 2027, Mount Emei Scenic Area is poised for transformative upgrades," announced Yang Wenbo, Director of the Mount Emei Scenic Area Management Committee. According to Yang, the scenic area's revitalization plan will focus on three pillars—injecting new growth drivers, cultivating innovative tourism formats, and expanding development space—implemented through four specialized campaigns: capacity expansion, quality enhancement, technology integration, and heritage revitalization, collectively rejuvenating this millennia-old mountain destination.

Meanwhile, the new identity as a "World City of Gastronomy" is taking shape.

On the evening of July 19, the Shangzhongshun Cultural Block (encompassing Shuncheng Street, Shanghe Street and Zhonghe Street) was alive with energy. Max, a visitor from Germany, ordered the culinary offerings with ease using bilingual menus. Marveling at the dazzling array of local delicacies, he remarked that Leshan was his long-awaited gastronomic destination throughout his China trip.

In recent years, Leshan has been making efforts to establish itself as a "World City of Gastronomy". Through exploring the integrated "culinary and cultural-tourism" development model from multiple aspects, it has developed 34 key food streets like Zhanggongqiao and Shangzhongshun, preserved 44 cooking techniques and food-related cultural resources as intangible cultural heritage items, and earned recognition for 86 local dishes on Sichuan's "Tianfu Tourism Cuisine" list. Additionally, its "Jiazhou City: Full of Life" has been selected as one of the first batch of national-level night-time culture and tourism consumption clusters. "While Sichuan boasts fine food, Leshan masters its flavors" has gained widespread fame.

To establish Leshan as a "World City of Gastronomy", Xue Runguo, Director of Leshan Municipal Bureau of Commerce, emphasized the need to first build a brand matrix combining "Leshan Flavors + Intangible Culinary Heritage + Time-Honored Establishments". Through brand development, landmark creation, industrial clustering, and talent cultivation, this matrix will support the construction of the "World City of Gastronomy", ultimately boosting consumption and extending visitor stays. Second, establishing iconic culinary landmarks showcasing authentic "Leshan Flavors" is essential. Xue Runguo revealed that Leshan will launch the "Hundred Dishes, Thousand Stores" upgrade initiative to enhance the international appeal of its local cuisine. It will focus on the "Leshan Flavors" industrial cluster, building a comprehensive farm-to-table culinary supply chain.

"Decoding" Industrial Strengths: Mining Cultural IP for Innovative Integration Models

On July 16, Heizhugou Scenic Area in Ebian Yi Autonomous County welcomed its first international wellness tourism group, marking a concrete step in Leshan's strategy to establish itself as a global destination for holistic health tourism.

To effectively convert "visitor traffic" into "extended stays" and enhance consumption capacity, Leshan must cultivate a globally competitive cultural tourism industry through the deep integration of cultural and tourism resources. The eleventh plenary session of the 8th CPC Leshan Municipal Committee has identified four distinctive pillar industries: cultural creativity, performance and entertainment events, specialty cuisine, and wellness-based sojourn tourism.

"We aim to cultivate a distinctive weekend getaway model centered around 'Weekends in Leshan'," said Gao Zhifei, Director of Leshan Culture, Radio, Television and Tourism Bureau. Gao emphasized that deep cultural-tourism integration requires both thorough cultural excavation and revitalizing utilization of traditional heritage, while also blending diverse experiential elements. The ultimate goal is achieving "tourism-plus-all-industries" synergy to develop a globally competitive cultural tourism sector.

He Dan, Secretary of the Party Leading Group of the Administration of Sport of Leshan, cited compelling statistics demonstrating the catalytic impact of sporting events on cultural tourism: Since last year, Leshan has hosted over 250 sporting events comprising more than 5,000 sessions, generating over one billion yuan in comprehensive consumer spending. He Dan believes that it is essential to leverage high-profile international events to amplify global visibility, highlighting collaborations with premier competitions like the UCI Granfondo cycling series to establish Leshan's racecourses as a showcase of China to the world. "Simultaneously," He noted, "we could maximize local assets through signature events, such as enhancing the Leshan Marathon that links the Mount Emei-Leshan Giant Buddha mixed heritage sites, and launching a four-season Ultra-Trail Mt. Emei."

Across Leshan, districts are rolling out targeted initiatives to cultivate distinctive industries. Wang Xiuli, Secretary of the CPC Shawan District Committee in Leshan, highlighted "Moruo Culture" (the legacy of renowned scholar Guo Moruo) as Shawan's most distinguished cultural intellectual property. Wang outlined plans to broaden its conceptual dimensions, strengthen collaboration with the International Guo Moruo Academy and the China Guo Moruo Research Association, and ultimately establish Shawan as a "City of Moruo Culture".

With the strategic goal of establishing a "National 5A-class Scenic Area: Landscape Gallery Grand Canyon", Leshan's Jinkouhe District has unveiled an ambitious five-year plan targeting ten billion yuan in cultural tourism investments and annual tourist arrivals exceeding four million. Wei Duan, Secretary of the CPC Jinkouhe District Committee in Leshan, emphasized that achieving higher-tier scenic area status requires integrated development across the entire Landscape Gallery Grand Canyon, coordinating upstream and downstream sectors, front and rear zones, and both riverbanks. The district aims to establish two additional national 4A-class tourist attractions—the "Third Front" industrial heritage site and the Dawa Mountain area—while synergizing with the existing Dadu River Jinkou Grand Canyon National 4A Scenic Area to form a cohesive tourism network.

Cultural creativity can also add value to deeper culture-tourism integration. Leshan plans to develop a series of market-leading "Leshan Gifts" cultural and creative products, vigorously produce films and short dramas showcasing Leshan's cultural elements, and create innovative spaces that embody the city's memory. Gao Zhifei stated that cultural creativity should also extend throughout the "tourism-plus-all-industries" framework, adopting a visitor-centric approach where cultural-tourism development serves as the nexus, ensuring travelers can fully immerse themselves in Leshan's cultural ambiance during their entire visit.

Transitioning from safeguarding its UNESCO-listed millennium-old mixed heritage sites to proactively welcoming global travelers, Leshan has set its targets for 2027: doubling international visitor arrivals, doubling the number of cultural/sports/entertainment enterprises above a designated size, and doubling the value-added output of culture and related industries, with total tourist spending exceeding 200 billion yuan, solidifying culture-tourism as its strategic pillar industry.