Jiangsu Province, nestled in eastern China, has long been a hidden gem for international travelers looking for a mix of ancient culture, natural beauty, and modern tourism experiences. As China’s tourism sector continues to evolve, Jiangsu is emerging as a significant player, especially with its “Charm of Jiangsu” tourism campaign, designed to showcase the region’s incredible cultural and natural offerings. From May 17th to May 21st, a delegation of international travel agents, influencers, and businesses were invited to explore the province’s lesser-known treasures. This five-day journey, focusing on canal culture and heritage, took guests through Lianyungang, Huai’an, Yangzhou, and Taizhou, offering a comprehensive experience of Jiangsu’s rich landscape and history.

The aim of this excursion was not only to attract international visitors but also to highlight Jiangsu’s push to improve and innovate its inbound tourism offerings. Following on the heels of a major cultural exchange event held earlier in the year, this journey helped create a deeper connection between international travelers and the province’s many untold stories. For those with a keen interest in Chinese culture, history, and the scenic beauty that is unique to this area, Jiangsu is ready to deliver exceptional and immersive experiences that leave a lasting impact.

The Five-Day Journey: A Cultural and Scenic Exploration

The journey through Jiangsu’s four cities—Lianyungang, Huai’an, Yangzhou, and Taizhou—provided a deeply cultural and scenic exploration that celebrated the fusion of heritage and modern tourism.

Lianyungang: Huaguo Mountain and Canal Views

The journey began in Lianyungang, known for its stunning natural landscapes and its status as the gateway to the Jiangsu Province from the sea. Here, foreign travelers trekked to the majestic Huaguo Mountain, a place steeped in history and famously known as the home of the legendary Monkey King, a central character in the classical Chinese novel Journey to the West. The towering peaks and breathtaking views offered a perfect setting for visitors to immerse themselves in Jiangsu’s natural beauty.

Beyond the mountain, Lianyungang is also home to ancient canals that wind their way through scenic villages, providing a glimpse into China’s historical trading routes. Guests enjoyed a boat ride, learning about the region’s importance as a maritime hub while experiencing the tranquility of the canal system.

Highlights in Lianyungang:

• Huaguo Mountain: The legendary home of the Monkey King, offering incredible panoramic views.
• Ancient canals: Exploring the historical water routes and understanding their significance in ancient Chinese commerce.

Huai’an: A Journey into Traditional Performing Arts

Next, the group ventured to Huai’an, a city that offers a unique blend of cultural history and modern tourism. It was here that guests were introduced to the timeless art of Huai Opera, a form of intangible cultural heritage with a history of more than 300 years. At the ancient opera stage, they enjoyed live performances that captivated with intricate storytelling and traditional musicality. The opera’s blend of drama, music, and dance provided a perfect opportunity for visitors to immerse themselves in Jiangsu’s deep cultural roots.

Highlights in Huai’an:

• Huai Opera: A deeply traditional form of Chinese opera that dates back over 300 years.
• Cultural performances: Guests enjoyed live showcases, giving them a deeper understanding of local heritage.

Yangzhou: Ancient Streets and Culinary Delights

Yangzhou, a city known for its ancient architecture and historical significance, was the next stop. As visitors strolled along Dongguan Ancient Street, they discovered the charming old shops, traditional architecture, and vibrant culture. Here, they sampled Four Joy Dumplings and other delectable Huaiyang dishes, representing the rich culinary heritage of Jiangsu.

Yangzhou is also home to the Slender West Lake, a site famous for its serene landscapes and classical gardens, making it a prime destination for those who appreciate both natural beauty and cultural history. Whether enjoying traditional snacks on the street or exploring the city’s ancient landmarks, Yangzhou delivered an unforgettable sensory experience.

Highlights in Yangzhou:

• Dongguan Ancient Street: A historical center with preserved architecture and traditional shops.
• Huaiyang cuisine: Sampling unique local dishes like Four Joy Dumplings and experiencing Jiangsu’s culinary delights.
• Slender West Lake: A picturesque lakeside park renowned for its beauty and tranquility.

Taizhou: Classical Gardens and Quiet Elegance

The final stop of the journey took participants to Taizhou, home to the renowned Qiao Garden. This classical Chinese garden offers a stunning example of ancient garden design, with winding paths, traditional pavilions, and beautiful landscapes that invite contemplation and relaxation. The tranquil setting allowed visitors to reflect on the region’s deep cultural history while learning about Jiangsu’s garden-building traditions.

Highlights in Taizhou:

• Qiao Garden: An exceptional example of classical Chinese garden architecture.
• Serene beauty: Visitors enjoyed quiet walks in a garden designed for reflection and peace.

Enhancing Jiangsu’s Inbound Tourism Experience

In addition to the cultural and scenic experiences, Jiangsu Province has made great strides in improving the overall tourism infrastructure to cater to international visitors. During the Inbound Tourism Jiangsu event earlier this year, experts and influencers discussed how to make the region more accessible and appealing to global tourists.

Optimizing Travel Experiences for International Tourists

According to Li Xinjian, a researcher at the Tourism Research Center of the Chinese Academy of Social Sciences, improving tourism products and services is vital for Jiangsu’s continued growth in the global tourism market. This includes streamlining the visa process, improving payment systems, and enhancing marketing efforts to attract a broader international audience.

One of the most significant innovations is the introduction of Alipay, the leading mobile payment platform in China. With Alipay’s international expansion, foreign travelers can use their e-wallets in many countries, simplifying payment processes during their stay in Jiangsu. This development is particularly beneficial for travelers who may be unfamiliar with Chinese currency or payment systems.

Cultural Immersion as a Key Focus

As Generation Z and younger travelers increasingly seek immersive cultural experiences, Jiangsu is capitalizing on this trend by offering more opportunities for tourists to participate in hands-on activities. Travel blogger insights indicate that younger travelers are less interested in typical sightseeing and more excited by experiences where they can actively engage with local culture.

In Zhouzhuang, visitors can learn tie-dyeing, while in Yangzhou, there are bonsai pruning workshops—experiences that allow tourists to engage with China’s culture on a personal level. By becoming “co-creators” of the experiences, tourists develop a deeper understanding of the region’s traditions.

Convenient Services for International Tourists

To further enhance the experience of international visitors, Jiangsu has implemented several convenience-oriented initiatives. The Charm of Jiangsu Tourism Information Service Center, located at Nanjing Lukou International Airport, provides one-stop services such as tour guide bookings, currency exchange, and mobile phone SIM cards for inbound tourists. This makes traveling in Jiangsu more seamless and enjoyable for international visitors right from their arrival.

Additionally, a direct bus service from the airport to popular Niu Shou Mountain Scenic Area allows tourists to get to one of Jiangsu’s top attractions without any hassle.

The Future of Jiangsu’s Tourism Industry

As Jiangsu continues to invest in cultural tourism, it’s clear that the province is dedicated to providing travelers with both enriching and convenient experiences. Through continuous updates to its tourism infrastructure, Jiangsu is working to ensure that its cultural gems, scenic beauty, and rich history are showcased to the world.

Key Takeaways from Jiangsu’s Tourism Development:

• Improved infrastructure: Enhanced tourism services, including convenient payment systems and tourist information centers.
• Cultural immersion: Engaging, hands-on activities like tie-dyeing and bonsai pruning offer authentic experiences.
• Convenience: Direct bus routes and on-site services make navigating the region hassle-free for international visitors.

As Jiangsu grows in popularity among international tourists, it is set to become a key destination for those interested in China’s rich cultural heritage, ancient traditions, and scenic beauty. With its mix of modern amenities and deep cultural offerings, Jiangsu promises an unforgettable journey for anyone looking to explore the heart of China.

For more information on Jiangsu’s vibrant tourism experiences, visit the “Charm of Jiangsu” tourism portal or follow along on social media for the latest updates on events and attractions.

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