Chongqing - On November 10, the Chongqing Culture and Tourism Group launched the "Come to Chongqing, Dong It!" Beautiful Year Corridor Cultural Tourism Festival. Running through March 2026, the festival features four themed programs and a series of marketing events that highlight the Group's progress in integrating culture and tourism.
Ran Bin, Party Secretary and Chairman of Chongqing Culture and Tourism Group, explained that the slogan "Come to Chongqing, Dong It!" creatively combines three meanings of "Dong", symbolizing vitality, warmth, and the heartbeat of the city. The festival aims to share the fruits of Chongqing’s cultural and tourism development with citizens and visitors alike, injecting fresh momentum into the city’s vision of becoming a world-renowned tourist destination.
The Grand Theater. (Photo/Chongqing Culture and Tourism Group)
Brand upgrade for the global audience
The Chongqing Culture and Tourism Group was reorganized on November 16, 2024, marking China’s first merger of a provincial-level cultural investment company with a tourism investment enterprise. According to Ran Bin, the festival’s four themes—brand building, international cooperation, innovative investment, and regional collaboration—showcase breakthroughs and creative approaches in Chongqing’s cultural tourism development.
During the festival, the Group will host its first brand matrix presentation, unveiling a new multi-level brand system shaped around the overall image of "Majestic Landscape, Dynamic Chongqing." The new system features several distinctive sub-brands that showcase the diversity of Chongqing's tourism resources.
Among them, the Three Gorges Tourism brand showcases the Yangtze River's landscape through its luxury cruise routes. The Mountain City Nights brand integrates Chongqing's iconic night-view attractions — including the Two Rivers and Four Banks light shows, Changjiahui, and Nanshan Mountain's One Tree Viewing Deck — creating a vibrant "A City Never Sleeps." Meanwhile, the Hot Spring Wellness brand takes Tongjing Hot Springs as its core and builds upon Chongqing's reputation as the "City of Hot Springs" to offer visitors a range of health and leisure experiences.
The Three Gorges Tourism brand showcases the Yangtze River's landscape through its luxury cruise routes. (Photo/Chongqing Culture and Tourism Group)
Ran Bin noted that these sub-brands together form a dynamic and interconnected brand ecosystem. Through standardized brand design, an upgraded visual identity, and innovative digital marketing, Chongqing Culture and Tourism Group is demonstrating a higher level of professionalism and international vision.
Multi-dimensional collaboration
The festival also illustrates how Chongqing is broadening its collaboration from regional partnerships to global engagement.
The Bashu Cultural Tourism Corridor Alliance Achievement Exhibition showcases results from joint efforts between Chongqing and Sichuan, including co-developed routes such as "Bashu Cultural Heritage," "Yangtze River Epic," and "Intangible Heritage Journeys." The release of the Annual Report on the Construction of the Bashu Cultural Tourism Corridor will summarize collaborative achievements and outline future plans for deepening cooperation, providing valuable insights for regional cultural tourism integration.
On November 17, the Global Partner Conference and the launch of the Southeast Asia Tourism Market Alliance will take place at the Liangjiang Holiday Hotel. The new alliance will establish a regular cooperation mechanism for shared marketing, route co-development, and resource exchange. Representatives from Thailand, Vietnam, Singapore, and other countries will attend to discuss post-pandemic tourism strategies and explore deeper industrial collaboration.
At the Innovation and Investment Promotion Conference, the Group will unveil its Smart Tourism Platform, which integrates big data and AI to make "Travel Chongqing with One App" a reality. A series of immersive performances, cultural IP projects, and tourism complex developments will also be introduced.
One of the festival’s signature events is the "Cultural China: Chongqing Tourism Caravan", a national first-of-its-kind mobile tourism IP initiative. Running from November 15 to 17, the caravan acts as a "moving exhibition hall" connecting policies, citizens, and scenic destinations. As a long-term cultural outreach brand, it promotes the concept of dynamic, experience-based tourism, advancing Chongqing's transformation from static showcases to interactive, living experiences.
Engaging citizens and visitors with shared benefits
The Group will issue tourism vouchers worth over RMB 10 million (approximately $1.4 million), which are applicable to scenic area tickets, hotels, and performances. Community-based activities will also bring quality cultural tourism offerings closer to local residents.
A special Cultural Tourism Market will open near the Liangjiang Holiday Hotel, offering a range of creative cultural products, local delicacies, live performances, and pop-up stores, creating a one-stop experience that integrates dining, accommodation, travel, shopping, and entertainment.
As these events unfold, Chongqing's cultural tourism sector is embracing the world with greater diversity, innovation, and openness—extending a warm invitation to global travelers to experience the unique charm of this dynamic city.