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Chongqing's Longmenhao Old Street Seizes Urban Renewal Opportunity, Generating Over 27 Billion Yuan in Tourism Revenue

By CHANG CHEN|Oct 18,2024

Chongqing - Longmenhao Street, located in Chongqing’s Nan’an District, directly across the river from the bustling Jiefangbei Central Business District, has become a significant tourist attraction over the past five years, bringing in 27.68 billion yuan (about 3.89 billion U.S. dollars) in revenue. Since its urban renewal efforts began, the area has welcomed nearly 40 million visitors, with the unique cultural brand gaining widespread popularity.

The historic Xiahaoli Street under the night sky. (Photo/Guo Xu)

From historic district to tourist hub

Once a thriving political and cultural center of Nan’an District in the 1980s, Longmenhao Street housed key government offices and several major state-owned enterprises, making it a bustling area with over 100,000 residents. However, with the relocation of government offices and changes in the economic landscape during the 1990s, the region experienced a decline. Over time, it became a quiet, aging neighborhood with limited amenities and a dwindling population.

In 2019, Longmenhao Street embarked on a comprehensive urban renewal project to breathe new life into the historic district. This initiative aimed to leverage the area’s rich history and cultural heritage to attract tourism and create new economic opportunities. According to Ma Zheng, secretary of Longmenhao Street’s Party working committee, the area boasts 29 historical sites and a rich legacy of Chongqing’s history, making it ideal for cultural tourism.

Revitalizing Ma’an Mountain

Ma’an Mountain, nestled within the Longmenhao area, was once a hidden gem known only to locals. In recent years, however, this scenic spot has gained popularity among tourists, drawing them with its charming walks, picturesque viewpoints, and historical sites such as the former British Association Hospital, also known as the World Hospital at that time. 

The transformation began in 2018 when the city launched an urban renewal project for the Ma’an Mountain area, involving nearly 70,000 square meters and more than 1,200 households. The initiative included infrastructure improvements and the introduction of new businesses, such as trendy cafes and boutique accommodations.

Tourists take photos and explore Longmenhao Old Street, where modern city life meets traditional charm. (Photo/Guo Xu)

Tourism infrastructure and cultural integration

Despite being strategically located along the Yangtze River Cableway, Longmenhao Street struggled to retain visitors. However, with the success of the Ma’an Mountain project and the subsequent opening of the Chongqing Opening Port Heritage Park, more tourists now spend extended time exploring the area.

Ma Zheng explains that their goal was to turn the district’s unique geographical layout and cultural assets into a cohesive tourist destination. By studying other successful cultural districts in cities like Foshan, Guiyang, and Qianjiang, the area developed plans to enhance its historical streets, integrate artistic installations, and promote local traditions.

The area also addressed local concerns like traffic and overcrowding during peak periods. For instance, a local kindergarten opens to tourists outside school hours, offering a shared space for visitors to relax. In addition, temporary parking solutions and improved wayfinding signage were introduced to facilitate easier access to attractions.

Visitors enjoy their time at Longmenhao Old Street. (Photo/Guo Xu)

Since the launch of its tourism initiative, Longmenhao Street has hosted nearly 40 million visitors and generated over 27 billion yuan in revenue. The area has also seen a surge in job creation, with over 1,900 new jobs, primarily benefiting local residents and youth.

As Longmenhao continues to evolve, it serves as a model for transforming aging urban areas into vibrant cultural hubs that celebrate heritage while driving economic growth.

(Liu Hanshu, a reporter from Chongqing Daily, contributed the Chinese version of this report.)


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