Chongqing’s Strategic Push for Tourism IP and Brand Development

Chongqing - On January 15, the Chongqing Municipal Commission of Culture and Tourism Development announced its 2025 initiatives. 

One highlight is planning the city's next move to revitalize its cultural and tourism sector in 2025 with an ambitious strategy focused on developing distinctive cultural IPs and brands. In 2024, the added value of Chongqing's cultural and tourism industries is expected to exceed 139 billion yuan, with year-on-year growth rates of 12% and 15%, respectively. The city received nearly 470 million domestic tourists and 1.27 million international tourists (a year-on-year increase of 183.6%) throughout 2024. 

By further integrating its scenic spots, local customs, and immersive experiences as tourism IPs, the city strives to enhance its appeal to tourists when the new 240-hour visa-free transit policy has made the city a heated first stop in China for overseas visitors.

The city's crucial effort to underpin IP and brand building is creating the Bashu Cultural Tourism Corridor in partnership with Sichuan Province. This corridor highlights the two regions' shared cultural and historical roots. Key historical attractions, such as the world-renowned Dazu Rock Carvings, a UNESCO World Heritage site, and the Jinsha Site, form the backbone of the corridor. The two regions also integrate tourist landmarks, such as Hongyadong and Kuanzhai Alley, to constitute joint tourism IPs.

In addition to historical sites, Chongqing is integrating traditional arts into modern tourism experiences. A prime example is the ongoing trend of blending Sichuan opera and local folklore into immersive theater productions. One such example is Love for Hop Pot (《火锅情缘》), a modern Sichuan opera that has been adapted for young and international audiences, featuring elements of both traditional techniques and modern love stories. These performances aim to offer visitors an engaging entry point into Chongqing's rich arts scene while connecting them to the city's deep cultural heritage.

Chongqing's food culture also plays a significant role in the development of its tourism brand. Known for its distinctive hotpot and spicy noodles, the city is developing culinary tours and festivals for tourists. One well-developed IP is Chongqing's "Yuwei 360 Dishes," which collects 360 tasty local foods to represent Chongqing's banquet culture and support the further development of food-theme experiences. The dishes are designed to offer tourists a taste of Chongqing's unique cuisine, making food a central pillar of the city's cultural tourism brand.

Chongqing's push to develop cultural tourism IPs and brands is an effective strategy to position the city as a top cultural destination for 2025. By combining historical landmarks, traditional arts, and food, the city is poised to attract a diverse range of tourists while celebrating its unique cultural heritage.