iChongqing Title

To Build an International Consumption Destination with Bashu Culture


In 2021, there were close interactions between Sichuan and Chongqing in culture and tourism promotion. The two provincial-level regions signed 11 related agreements, organized 118 activities in various forms, and pushed forward with 42 key tasks of the Bashu Cultural Tourism Corridor. The Planning Outline for the Construction of Chengdu-Chongqing Economic Circle proposes jointly building an international consumption destination with Bashu characteristics, setting the course for and laying down new requirements for their future culture and tourism cooperation.

Jointly highlight Bashu characteristics

Why should Bashu’s characteristics be highlighted? Yang Zhenzhi, Professor of Tourism School, Sichuan University, said that both regions boast many world-class cultural resources, such as the Bashu culture, the Three Kingdoms culture, and the revolutionary culture, which are inseparable and imbued with the same spirit. The emphasis on Bashu’s characteristics captures the cultural bond between Sichuan and Chongqing and establishes the cultural core of building an international consumption destination.

What are Bashu’s characteristics, and how to embody them? In terms of branding, Chongqing will focus on Chongqing nightlife, Chongqing fashion, Chongqing landscape, Chongqing taste, and Chongqing healthcare, while Chengdu will aim at Chengdu leisure, Chengdu consumption, Chengdu creation, and Chengdu service; in terms of products and routes, Sichuan and Chongqing will integrate the afore-mentioned characteristic culture and tourism resources to develop premium tourist routes themed history and culture, natural scenery, outdoor exploration, farming experience, healthcare, and summer resorts; in terms of project implementation, joint efforts will be made to accelerate the construction of the national culture park for the Long March in Chongqing and Sichuan, according to the plan. 

Bashu’s characteristics establish the cultural core of building an international consumption destination. (iChongqing file photo)

A high-quality consumption space 

How to benchmark against international standards? The first is high quality. The plan proposes that the two regions pool high-quality, high-end consumption resources to build high-end business circles in Chengdu, represented by Chunxi Road-Taikoo Li and the Jiaozi Park, and high-end consumption areas in Chongqing represented by Jiefangbei-Chaotianmen and Cuntan International New Town.

The second is new forms of business. They will mainly cultivate and support network economy, night economy, first-store economy, and other new forms of consumption.

The third is a good experience. The plan states that both sides will benchmark against developed coastal cities, refine consumption promotion policies, and speed up the construction of urban duty-free shops, duty-free port shops, and departure pick-up counters in eligible areas. Meanwhile, the system to safeguard the rights and interests of consumers will be improved so that they can enjoy a safe and comfortable consumption experience.

Cross-provincial Approval

According to the Sichuan Provincial Department of Culture and Tourism and Chongqing Municipal Commission of Culture and Tourism Development, engaging in profit-oriented internet cultural activities and performance agencies engaging in profit-oriented performance activities can be approved cross-provincially in the two regions.

Sichuan and Chongqing have formulated unified standards on specific issues such as business rules, application requirements, application methods, acceptance model, material transfer and handling time limit, set up special windows, receive or send expresses on behalf of applicants, designate special personnel, and handle the affairs on the national cultural market technology supervision and service platform throughout the process with online and offline integration. Therefore, applicants don’t need to pay more visits to the two regions.

Luojiaba Site Museum 

New progress has been made at the Daba Mountain International Tourist Resort project with a total investment of 10 billion yuan. As an important part and a representative of the whole project, Luojiaba Site Museum in Xuanhan County has topped out its mainframe, and its exhibition outline has passed the assessment.

The museum is about 30 kilometers away from the county seat, with a total protected area of 1.03 million square meters. The museum covers an area of 28,243 square meters, mainly including functional areas such as the collection storage area, the display and exhibition area, the comprehensive office area, the preservation of the cultural relics technology center, the tourist service center, and the social education center. The display and exhibition area is about 3,000 square meters.

The beautiful scenery of Qianjiang Zhuoshui Scenic Area. (Photo/ Chongqing Municipal Commission of Culture and Tourism Development)

Key tasks in 2022

Efforts will be made to promote the rational flow and efficient concentration of resources and factors to central Chengdu-Chongqing area, southern Sichuan and western Chongqing area, as well as northeast Chongqing and northeast Sichuan area, and pay adequate attention to the pivot projects, in a bid to achieve the development of culture and tourism in the three key areas.

The “1+2+N” supporting policy system refers to the Construction Plan of Bashu Cultural Tourism Corridor, the Implementation Plan for Constructing Bashu Cultural Tourism Corridor compiled by Chongqing and Sichuan respectively, and multiple feasible work programs to propel premium tourist routes, publicity and promotion, major projects, rural tourism, market regulation, the development of a modern public cultural service system, and the protection, utilization, and inheritance of cultural relics.

Sichuan-Chongqing adjacent areas will design culture and tourism items to make breakthroughs in the ten functional platforms for regional development.

Good preparations will be made to hold major events such as the Love and Passion of Bashu in Chengdu-Chongqing Region, Free Travel in Bashu Cultural Tourism Corridor, Sichuan-Chongqing Art Season, Mountains, and Rivers in Bashu Premium Exhibition, and Bashu Chorus Festival.

A total of 86 public libraries in the Chengdu-Chongqing region should move faster to enable residents to cross-provincially borrow or return books based on their social security cards (electronic).

The profit distribution mechanism and platform operations will be innovated so that tourists at home and abroad can visit the two regions with one card.


A Tour in Chongqing, A Gain in Vision

A Land of Natural Beauty, A City with Cultural Appeal

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