SIP recorded a total revenue of RMB 21.9 billion from tourism last year, up 12.87% year-on-year. In addition to well-endowed natural resources, the local authorities' consistent dedication to integrating cultural experiences into leisure travels has contributed a lot to that.

SIP authorities adopted the initiative to incorporate cultural and sports elements into tourism in 2017, and formed SIP Cultural and Sports Tourism Office the next year to push on its implementation.

Specifically, SIP encourages local cultural businesses to develop creative tourism projects, and supports tourism companies to offer products and services highlighting various cultural elements such as local cultural heritage and traditional craftsmanship.

Among the best examples is the old Xietang Street which boasts ancient-style architectures, a load of stores with time-honored brands and various cultural and art activities throughout the year.

HB World, a film-themed entertainment complex that came into operation last year, is another example. It offers visitors multiple options to "play in films". The vivid simulated movie scenes, fantastic entertainment projects and interesting activities enabled it to see a total operating income of about RMB 119 million in the first five months after its opening.

SIP is now quickening the pace to seek a more thriving development of cultural tourism relying on increasingly concentrated cultural and tourism resources. More innovative and creative cultural travel routes can be expected in the future.