During the New Year’s Day holiday, Qianzhou Ancient Town in Jishou City, Xiangxi Tujia and Miao Autonomous Prefecture was bustling with visitors. To promote winter tourism, various scenic areas in the city have launched multiple promotional activities.
Jishou is the capital city of Xiangxi Prefecture, with beautiful natural scenery and profound cultural heritage.
In recent years, the city has made efforts to promote the integrated development of tourism and other industries to help Xiangxi Prefecture develop into a well-known tourist destination at home and abroad.
So far, a preliminary tourism brand matrix has been formed with “Mysterious Xiangxi, Auspicious Capital, and Hometown of Drum”, “Road and Bridge Wonders, Miao Village Customs, and Canyon Scenery”, as well as “Travel Qianzhou Ancient Town” as the core.
To promote the deep integrated development of culture and tourism, various activities have been held in the city, such as the opening ceremony of the “Mysterious Xiangxi, Intangible Cultural Heritage Night”. Meanwhile, some literary and artistic masterpieces have been created like “Miao ethnic group songs” and “Happy Long-table Banquet”. Among them, cultural and tourism performance products such as “Dehang Fairyland” have won unanimous recognition from tourists.
Jishou has a predominantly ethnic minority population and preserves the local ethnic characteristics. Every year, Jishou Drum Culture Festival is organized regularly, and many other activities such as Qingming Song Festival, “Siyueba”, Miao Lion Dance Competition, and Miao Folk Song Competition are also held.
According to statistics, there are currently 46 cultural heritage protected units at all levels, 67 intangible cultural heritage projects, and 76 representative inheritors in Jishou City.
In addition, the city has also launched “transportation plus tourism” products relying on the X077 Qiabi River Tourism Highway and leisure vacation products such as boutique homestay inns Tianqiao Xianju and Sima Tea House to promote the development of its rural tourism and help rural revitalization.
From January to November 2023, Jishou City received 17.9871 million tourists and achieved tourism revenue of 17.743 billion yuan, an increase of 28.19% and 36% year on year respectively. Last year, it was listed among the top 100 tourism county-level cities in China.
