The Russia International Leisure Tourism Exhibition was recently held in Moscow. The Department of Culture and Tourism of Sichuan Province made a prominent appearance under the "Sichuan Ease" brand, leveraging a themed booth titled "Travel with Movies" to comprehensively promote its cultural and tourism resources and cultivate the inbound tourism market.

Sichuan Pavilion Promotes "Travel With Film" Campaign

The exhibition integrated iconic scenes from film classics such as "Hero", "Crouching Tiger, Hidden Dragon", and "Ne Zha" with real-world attractions including Jiuzhaigou Valley, the Southern Sichuan Bamboo Sea, Sanxingdui Ruins, Mount Qingcheng and Dujiangyan Irrigation System, as well as hot pot culture. This immersive presentation showcased the charm of Sichuan and attracted numerous visitors to stop and explore.

During the event, Sichuan joined forces with Chongqing to promote featured routes along the Bashu Cultural and Tourism Corridor. Displays of Shu embroidery, silver filigree, and distinctive cultural creative products, combined with giant panda mascot interactions and QR code scanning activities, became major highlights. Russian travel operators demonstrated strong interest in Sichuan's cultural and tourism resources.

Sichuan Booth Draws Large Crowds at Exhibition

Driven by the mutual visa exemption policy between China and Russia, tourism has seen a significant upswing, with Russian tourists showing growing enthusiasm for visiting Sichuan. Wellness retreats and local culinary experiences have proven particularly popular. Building upon traditional attractions such as giant pandas and the Jiuzhai-Huanglong scenic area, Sichuan focused its promotion on regions including Panxi, Liangshan, Qionghai Lake, and Lugu Lake. By capitalizing on sunshine, fresh fruits, and hot springs to create diverse vacation experiences, the province shared the story of "Comfortable Sichuan" with the Russian market, highlighting ancient Shu heritage and Bashu customs.

Serving as both an industry matchmaking platform and a public promotion venue, the exhibition saw Sichuan organize travel operators to participate, receiving nearly 100 visits from individual travelers and agency clients. The delegation identified 10 prospective B2B clients and signed an agreement with one partner organization on-site. Moving forward, Sichuan will continue to deepen engagement in European and Central Asian inbound markets, facilitate the implementation of cooperative projects, optimize products and services, strengthen cultural and tourism exchanges as well as industrial cooperation, and drive growth in overseas tourist arrivals.

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