Come to Liangshan, Embrace the Mountain and Sea

On June 20, representatives from tourism associations and travel agencies across the country, as well as scenic spots, catering, and other cultural and tourism enterprises and associations within the state, gathered in Liangshan to establish the Colorful Liangshan Tourism Alliance. The alliance aims to explore ways to collaborate in attracting tourists, expand the market, achieve mutual benefits, and win-win outcomes.

Liangshan is a magical and colorful land, boasting the beautiful landscapes of "Plateau Pearl" Qionghai and Lushan Mountain, the passionate fervor of the "Eastern Carnival" Torch Festival, and the "Beidou Mother Port" Xichang Satellite Launch Base...

In recent years, the tourism market in Liangshan Prefecture has continued to heat up. In 2024, it received a total of 62million tourists, an increase of 26.7% year-on-year, and achieved tourism revenue of 65 billion yuan, an increase of 20.1% year-on-year. During holidays such as "Spring Festival" and "May Day" this year, the number of tourists received and tourism revenue in the entire state maintained a rapid growth of about 20%.

The establishment of this alliance aims to build a platform for cooperation among tourism industry chain merchants inside and outside the state, with the core principles of "resource sharing, route co-construction, market expansion, and brand co-creation." It seeks to attract tourists collectively, promote the implementation of measures to "attract tourists to Liangshan," and facilitate the standardized and market-oriented development of Liangshan's cultural and tourism industry, creating a new carrier for cross-regional cultural and tourism cooperation.

Building a Precise Connection Bridge

Liangshan's magnificent landscapes make it a premier destination for tourism. Centered around the state capital Xichang, five premium tourism routes connect 80 A-level tourist attractions across the state, including the "World Ancient Glacier Museum" Luoji Mountain, the national-level tourist resort Qionghai and Lushan Mountain, and the mysterious "Eastern Daughter Country" Lugu Lake. The entire area is scenic, with attractions suitable for all seasons.

The newly established alliance will position itself as a "bridge and link," connecting travel agencies, scenic spots, hotels, intangible cultural heritage workshops, and other cultural and tourism content, providing tourists with a smoother and richer experience.

Opening a Window for In-depth Cooperation

Liangshan's pleasant climate makes it a blessed place for health and wellness tourism. With an average annual sunshine duration of over 2,500 hours and air quality excellence days reaching over 99%, cities like Xichang and Dechang, known as "Sunshine Health and Wellness Land at 27 Degrees North Latitude," and places like Yuexi with its "20°C Summer" and Chuan-Dian Little Spring City Huili... With cool summers and warm winters, it is suitable for travel all year round and livable in all seasons. It is the core area for Sichuan's silver economy and is accelerating the construction of an international sunshine health and wellness tourism destination.

Through the alliance's standard co-construction, service co-management, talent co-cultivation, and brand co-creation, it aims to achieve a sustainable transformation from "internet celebrity" to "long-term popularity," enhancing the overall competitiveness and brand influence of Liangshan's cultural and tourism industry, and providing tourists with a richer, higher-quality, and more convenient tourism experience.

Igniting a Torch of Mutual Benefit and Win-Win

Liangshan hosts the "Summer Cool" and "Winter Warm Sun" cultural tourism seasons throughout the year, along with 86 characteristic activities in eight major categories, including flower viewing experiences, ice and snow dreams, gourmet enjoyment, and passionate performances. There is an event every month and excitement everywhere. The Yi Torch Festival is hailed as the "Eastern Carnival," while the "Huili Conference" and "Yihai Alliance" have built an immortal monument to the Long March. Ethnic music weeks, the Liangshan Drama Festival, ethnic film weeks, intangible cultural heritage festivals... all offer immersive experiences that leave visitors lingering and reluctant to leave.

This is not only the establishment of an alliance but also Liangshan's invitation to the world for cultural and tourism experiences.