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During this year's Labor Day holiday, Jenny, a visitor from Austria, initiated her first journey to China in Chengdu, where she enjoyed watching giant pandas, savoring Chuan Chuan hotpot, and experiencing the Ba Ba tea. Amidst the throngs of people, Jenny was enveloped by the hospitality of the locals and the dynamic vitality of the city. According to data from the Chengdu Municipal Bureau of Culture, Broadcast-TV, and Tourism, Chengdu's inbound tourist arrivals during the Labor Day holiday surged 40.7 percent year on year.

With the ongoing realization of policy dividends like visa-free entry and the promotion of convenient measures such as tax refunds upon purchase and user-friendly payment options, Sichuan has experienced a significant increase in inbound tourism popularity during the Labor Day holiday period. The allure of Sichuan tourism is significantly enhanced when world-class cultural and tourism resources are combined with strong policy support.

Welcome to Sichuan: A Wealth of Resources Delivers Diverse Experiences

During the Labor Day holiday, the fairyland-like Jiuzhaigou Valley and the Huanglong scenic area, often referred to as the "Fairy Land on Earth", experienced a significant influx of tourists. Inbound tourism to these destinations also reported a substantial year-on-year increase. During the Labor Day holiday, Jiuzhaigou Valley recorded 3,296 inbound tourist visits, a 70.60 percent increase from the previous year. The Huanglong Scenic Area also saw a rise, with 1,547 inbound visits, up 33.59 percent year on year. Additionally, recognized as a World Heritage site, the Qingcheng Mountain-Dujiangyan Scenic Area registered 2,691 inbound tourist visits during the holiday, representing a 52.12 percent increase compared to the same period last year.

Srisuari, who works at a travel agency on Bali Island, frequently shares global travel guides on social media and has built a following of over 10,000 fans. In his post sharing travel tips for Sichuan, he highlighted that the province's varied mountainous and plateau landscapes provide an entirely distinct experience for visitors.

In addition to admiring the beauty of mountains, rivers and culture, an increasing number of inbound tourists are showing a preference for mountain outdoor activities and other experiential programs. Jane, a tourist from Denmark, chose Mount Siguniang for a trekking adventure during the Labor Day holiday. Amid the challenging outdoor experiences, she appreciated the unique charm of western Sichuan's landscapes. According to Ctrip data, cultural experiences and diverse activities have become the core attractions for foreign tourists. During the Labor Day holiday, inbound tourism orders to Sichuan increased by 114 percent year on year. Popular destinations among these tourists included Du Fu Thatched Cottage, Mount Emei, Chengdu Natural History Museum, Jiuzhaigou Valley, and Shunan Bamboo Sea. In terms of urban destinations, Chengdu experienced a significant 130 percent increase in inbound tourism orders during the Labor Day holiday, securing a spot among the top five popular destination cities for inbound tourism in China.

Ctrip's Attractions &Tours data reveals that during the Labor Day period, orders for local culinary experiences and entertainment categories skyrocketed by 6.8 times year on year, highlighting a new trend in cross-border cultural and tourism consumption. A Ctrip executive observed that overseas tourists' quest for deep cultural experiences has extended into lifestyle areas. As one of the top inbound tourism destinations, Chengdu offers interactive experiences like "market shopping, cooking classes, dining presentation, and tasting", which are drawing numerous foreign food lovers and substantially increasing orders for local culinary experiences.

Data from Qunar.com tells a similar story: during the Labor Day holiday, Chengdu and Chongqing both ranked among China's most popular inbound tourism destinations based on domestic flight reservations made with non-Chinese passports.

Policy Support: Continuously Boosting the Appeal of Touring Sichuan

During the Labor Day holiday, Leshan's small eateries were often bustling with inbound tourists. The Chinese-English bilingual food map recently launched by local government and the wider availability of payment facilitation measures, such as foreign bank card POS machines and foreign currency exchange ATMs in more restaurants and tourist spots, have made it easier for these visitors to embark on a smooth and convenient journey experiencing the region's "World Heritage and Local Cuisine".

The influx of friends from afar can also be attributed to Sichuan's sustained efforts in the inbound tourism market. The province has successively rolled out a range of policies, such as the Sichuan Province Action Plan for Promoting Inbound Tourism and the Measures to Improve Payment Convenience for Foreign Nationals in Sichuan, driving a notable surge in the number of inbound tourists across many regions. Data shows that in the past year, Chengdu received 1.65 million inbound tourist visits, establishing itself as a favored destination for foreign visitors to China. Furthermore, Leshan experienced an extraordinary year-on-year growth of over 200 percent in inbound tourism, reaching an all-time high. Throughout Sichuan Province, numerous tourist spots registered a 100 percent or greater rise in inbound tourist numbers.

In March of this year, the Sichuan Provincial Leading Group for Culture and Tourism Industries issued the Action Plan of Sichuan Province for Further Promoting Inbound Tourism (2025-2027). The plan, building on previous initiatives, significantly boosts support, particularly in response to current trends in the inbound tourism market, which are marked by a rise in individual travelers and increased diversity. The plan introduces 20 measures across eight key areas: optimizing visa and customs services, enhancing international transportation accessibility, improving the inbound tourism service environment, enriching the supply of high-quality tourism products, strengthening guidance and support for inbound tourism market entities, enhancing talent team building, increasing inbound tourism promotion and marketing, and raising management and security levels. These initiatives are designed to bolster the international competitiveness of Sichuan's cultural and tourism sectors across various dimensions and accelerate the province's development into a key destination on the world tourism map.