On October 18, 2024, the China (Shanxi) Wellness Industry Development Conference kicked off in Jincheng, featuring discussions on new trends in wellness, cultural tourism, and emerging opportunities within the sector. During the “Elite Dialogue on Cultural Tourism and Wellness Industry,” industry experts shared their insights on the topic.
This year’s dialogue focused on the cultural tourism industry, featuring 18 speakers from various sectors, including state-owned enterprises, international investment groups, tourism chambers of commerce, large-scale projects, comprehensive cultural and tourism complexes, OTA platforms, strategic consulting firms, innovative brands in cultural tourism, founders of boutique accommodations, and prominent service providers. These representatives offered a comprehensive perspective on the development of wellness within the cultural tourism landscape.
Xiong Xiaojie, a marketing expert in the cultural tourism sector and Chairman of Times Cultural Tourism, articulated that “Healthy Shanxi, Summer Health Shanxi” represents a strategic vision for the province. However, he emphasized that to stand out among many wellness cities across the nation, establishing a “moat” is essential for achieving a competitive edge. In Shanxi, the cultural tourism industry serves as that moat.
Jincheng boasts excellent climatic conditions and natural resources, making it a prime destination for summer retreats and wellness. With numerous ancient architecture clusters and cultural relics, it provides a glimpse into thousands of years of Chinese history. According to Xiong, Jincheng’s wellness offerings are not merely a combination of castles, scenic views, city walks, and eco-friendly accommodations; they represent an integration where cultural tourism enhances wellness experiences and vice versa. In essence, cultural tourism and wellness should be interwoven, embodying the concept of “Culture + Tourism + Health + Wellness.”
From a design perspective, Zhao Zhen, Vice President and General Manager of Innovation Design at Aoya Shares, spoke about the new value in wellness tourism products. He emphasized the need for personalized and specialized services to enhance wellness quality, tailoring offerings to meet diverse consumer demands effectively.
Zhao proposed creating a sustainable ecosystem that integrates cultural experiences with wellness services, promoting a harmonious coexistence of nature and culture. He stressed the importance of deeply exploring cultural resources to develop unique wellness tourism destinations and cultural IP, aiming to amplify brand influence through innovative dissemination.
He outlined his vision for a comprehensive wellness framework that merges Jincheng’s rich cultural heritage with its beautiful landscapes, establishing a “senior-friendly, youth-friendly, and child-friendly” triad to cater to all age groups, ensuring that every stage of life finds its perfect match in this region.
Wu Shan, head of the Ctrip Cultural Tourism Industry Alliance, presented compelling data showcasing the thriving tourism market in Jincheng during the recent National Day holiday, with significant inflow of visitors. She noted that popular search terms for destinations were concentrated around architecture, scenic beauty, cultural experiences, and historical significance.
Wu also highlighted that the success of the video game “Black Myth: Wukong” has brought renewed attention to traditional Chinese architecture in Shanxi, presenting new opportunities for cultural tourism and wellness in Jincheng. She believes that with diverse product offerings, enhanced tourism services, and innovative marketing strategies, the region can unlock its limitless potential.
Lastly, Wei Haibin, co-founder of Botao Culture and head of the Creative Design Institute, discussed the importance of leveraging intellectual property in commercial districts, using the success of “Black Myth: Wukong” as a case study. He noted the need for swift, localized IP development to ensure Jincheng establishes its unique identity in the competitive landscape.
