Chongqing’s Key for Becoming a World-Class Cultural Tourism Destination Exclusive Interview with Zhu Mao, Member of the CPC Committee and Deputy Director-General, Chongqing Municipal Commission of Culture and Tourism Development

At the confluence of the Yangtze River and Jialing River, the city of mountains and rivers opens its arms to the world with grandeur. Chongqing, a city enriched by over 3,000 years of Ba-Yu culture, is reshaping its cultural tourism landscape with a global perspective, and sending a strong signal to the world that it is accelerating the development of its cultural tourism industries with a broad vision and strategic planning.

In the fiercely competitive global cultural tourism market, how can Chongqing’s cultural tourism industry make steady progress? In an exclusive interview, Zhu Mao, Member of the CPC Committee and Deputy Director-General of the Chongqing Municipal Commission of Culture and Tourism Development, shared insights into Chongqing’s key to building a world-class cultural tourism destination.

Confidence Stemming from Unique Chongqing’s Appeal

“Building a world-renowned cultural tourism destination and promoting Chongqing to the world is made possible by the seamless fusion of natural beauty and human ingenuity,” said Zhu Mao. As a captivating three-dimensional city of mountains and rivers, Chongqing boasts several world-class cultural tourism landmarks: the “city of bridges” as the Yangtze and Jialing River flows through the city, giving rise to an intricate network of over 20,000 bridges and the “natural museum” for Tiankeng (natural sinkhole) and Difeng (the crevice of the earth) of Wulong Karst, the biodiversity of Jinfo Mountain, and the breathtaking scenery of the Three Gorges.

The 3,000-plus years of Ba-Yu cultural heritage have infused Chongqing’s mountains and rivers with a profound historical significance. With 64 major historical and cultural sites protected at the national level and 53 national intangible cultural heritages, Chongqing has a magnificent cultural tapestry spanning three millennia, from the Song Dynasty statues of the Dazu Rock Carvings to the anti-Mongol site at Diaoyu Fortress, and from the Hongyan Revolutionary Spirit to the Resettlement Project of the Three Gorges.

More importantly, Chongqing brings history to life in the modern cityscape. In Ciqikou ancient town, traditional Sichuan opera face-changing performances take place right next to trendy coffee bars. The historical Huguang Guild Hall stands opposite the modern Raffles City Plaza. The blending of Chongqing’s tradition with modern trends transforms culture from museum exhibits into an immersive part of life.

In recent years, Chongqing has earned several reputations, including “World’s Fastest-Growing Tourism City,” “Top 10 Most Promising Travel Destinations,” “Top 10 Most Popular Travel Destinations,” and “The Most Tourist-Friendly City.” According to Zhu Mao, it is this one-of-a-kind Chongqing’s appeal that has brought the confidence and foundation to become a world-renowned cultural tourism destination.

In 2024, the outreach program “Telling Chongqing to the World” has pioneered a new model for cultural tourism promotion. Recognizing the strength of the “third-person narrative”, Chongqing has built a multi-role communication network covering diplomats, international students, overseas Chinese, and friends from foreign media. This measure allows the Chongqing story to go beyond geographical boundaries and innovates ways of international communication. Chongqing’s multidimensional beauty takes shape from the splendid scenery of the Hungarian national media, the hotpot culture shared by Southeast Asian travel bloggers, and firsthand experience at the Dragon Boat Festival of international students.

“In 2024, the number of inbound tourists to Chongqing increased by 183.6% year-on-year. We invited over 1,000 individuals from more than 80 countries and regions including Hong Kong SAR, Macao SAR, and Taiwan into 40 delegations for field visits in Chongqing. These activities achieved widespread communication, covering over 300 million people. Chongqing ranked among the top four cities nationwide in overseas digital influence and topped third in the 2024 Chinese Cities for Inbound Tourism Influence released by The European Times. All the figures demonstrate achievements in Chongqing’s innovation and effectiveness of ‘Telling Chongqing to the World’,” Zhu Mao expressed. From the Lancang-Mekong Tourist Cities Cooperation Alliance Exchange Activity to the Chongqing International Travel Agent Conference, the city has actively used international collaboration platforms to facilitate multiple cross-border partnerships. By expanding the breadth, depth, and strength of cultural tourism exchanges, Chongqing has delivered remarkable results in global promotion.

At the same time, a series of local brand cultural promotion events, such as “Happy Chinese New Year,” “Tea for Harmony: Yaji Cultural Salon,” “Nihao! China,” and “Chongqing Flavor 360 Bowls” Food Promotion Event, have showcased Sichuan opera masterpieces, local cuisine, folk music, acrobatics, intangible cultural heritage performances, and ethnic dances in international destinations such as the Maldives, Sri Lanka, Japan, Spain, and the United Nations World Tourism Organization headquarters. By combining culture and diplomacy, this approach enables Chinese culture to go global, shifting from a one-way export to a mutual resonance of values with international audiences.

Positioning Chongqing as a World-Renowned Cultural Tourism Hub

In 2025, Chongqing will continue to promote its cultural tourism globally. Key initiatives include advancing applications for the World Cultural Heritage List, upgrading the Bashu Cultural Tourism Corridor, and designing boutique tourism routes between Chongqing and Chengdu. Additionally, Chongqing will focus on producing high-quality cultural and artistic works with local characteristics, exploring cultural heritages, and strengthening regional collaboration. To further enhance its global connectivity, Chongqing works to set up the headquarters of the Lancang-Mekong Tourism Cities Cooperation Alliance here, provide more international direct flight routes, and explore visa and entry facilitation measures.

In addition, Chongqing adopts a forward-looking strategy of innovating business forms, with the construction of new tourism consumption scenarios such as educational tourism, wellness tourism, and low-altitude tourism. These emerging sectors signal a fundamental shift in the cultural tourism industry from traditional sightseeing to immersive experiences.

Zhu Mao stated that in the future Chongqing will explore more innovative approaches in the cultural tourism sector, such as establishing joint platforms with overseas government agencies and institutions, sharing resources, and engaging in mutual marketing efforts. The city will actively participate in brand events initiated by international organizations and top-tier tourism enterprises to enhance global visibility while strengthening doorstep promotion towards embassies and consulates in China. At the same time, Chongqing will upgrade its in-depth tourism offerings by providing a life of ease and develop boutique tourism routes that are internationalized with the essence of Bashu culture and Chongqing charm. The city will continue to enhance its global tourism brand, promote icons such as the world-class metropolis of mountains and rivers and the magnificent Three Gorges of the Yangtze River, and turn its vision of becoming a “World-Class City of Mountains and Rivers” into reality.

As the evening breeze above the Jialing River drifts over Qiansimen Bridge and the hotpot aroma rises beneath the eaves of Huguang Guild Hall, the ancient charm of Ba-Yu culture shows itself on the global stage. Chongqing, the city of mountains and rivers, engages in a dialogue with world civilizations. Chongqing will continue to explore its local identity, use culture and tourism as the medium to welcome the world, and invite visitors from across the globe to experience the essence of Chongqing’s appeal.