Basking in the winter sun, 'village brands' shine brightly. On the afternoon of December 16, 2025, the launch ceremony for the 'Splendid Tianfu, Comfortable Sichuan' — 'Village Tour and Showcase' exhibition was held in Sangzao Town, Anzhou District, Mianyang City.

The event is guided by the Sichuan Provincial Department of Culture and Tourism, co-organized by the Sichuan Cultural Tourism Promotion Alliance, Sichuan Daily, the Publicity Department of the Mianyang Municipal Committee, and the Mianyang Municipal Bureau of Culture, Radio, Television, and Tourism, and hosted by the Anzhou District Committee and the People's Government of Anzhou District. As a key component of the 2025 Sichuan Winter Tourism Season, the event opens up six 'showcase paths' for Sichuan villages, including 'village scenery', 'village stays', 'village cafes', 'village food', 'village plays and songs', and 'village markets'.

These paths are designed to highlight unique aspects of villagers' daily lives, tap into the potential for the widespread dissemination of rural culture, and boost rural cultural and tourism consumption.

Grounded and scenario-based promotions have kicked off the 'showcase paths' across the province. Behind-the-scenes stories of transforming abandoned pigsties into trendy village cafes, the lively presentation of local dishes in Sichuan dialect, and insights from village officials in red floral jackets on tourism development. 'Village ambassadors' from various regions shared the rustic charm, scenic beauty, delicious food, and unique experiences of their villages, promoting diverse and innovative 'village brand' activities and scenes.

Sichuan is vigorously promoting the comprehensive and multi-sectoral development of its cultural and tourism industries, including deep integration of agriculture, culture, and tourism. Against the backdrop of expanding domestic demand, this event caters to the increasingly diverse and personalized needs of tourists while enhancing the regional recognition of rural cultural and tourism consumption.

Leveraging the unique local characteristics and nostalgic sentiments of each village, the event showcases and promotes a wide range of new and appealing rural cultural and tourism destinations, products, and experiences, converting exhibition traffic into growth for the cultural and tourism sector.

During the launch ceremony, multiple media outlets from the Sichuan Cultural Tourism Promotion Alliance formed a communication matrix to broadcast the vibrant on-site scenes. The Sichuan Cultural Tourism Promotion Alliance will integrate this event with the 'Tour Sichuan All Year Round' theme campaign, using coordinated planning, on-site visits, multimedia broadcasts, and online-offline interactions to present the diverse charms of rural tourism in all 21 cities and prefectures of Sichuan.

More 'village brands' rich in local flavor will continue to emerge. Sichuan will meticulously organize and launch a series of high-quality rural tourism routes and distinctive scenes with clear themes and rich experiences, aiming to develop a number of themed villages such as intangible cultural heritage villages, sports villages, music villages, and wellness villages. This initiative will stimulate new vitality in rural cultural and tourism consumption and enhance the development level of the region.

【本文部分内容由AI辅助生成，特此声明。The author(s) generated part of the content in this work with the assistance of artificial intelligence (AI), which is hereby declared.】