At the beginning of the New Year, Zhangjiajie's Wulingyuan District delivered encouraging news in the tourism sector. As one of the "AT Asia China's Top 50 Tourism Destinations in Municipal Districts for 2025," the district received 1.0076 million inbound tourist visits last year—a year-on-year increase of over 25%— breaking through the one-million threshold for the first time. Visitors came from 183 countries and regions worldwide, with 15 new additions. All this signifies that Wulingyuan has become the core gateway for inbound tourism in Hunan Province and an international tourism hub in central China, serving as a vital window for the world to experience "Beautiful China."

On January 12, journalists visiting core scenic areas in the Wulingyuan District, including Huangshizhai and the Golden Whip Stream, noted a significant presence of international tourists among the visitors. They were either capturing vistas of the unique karst peaks with their cameras or participating in Tujia ethnic culture, creating a great vibe throughout the scenic spots. "The proportion of foreign tourists on flights to Zhangjiajie continues to rise. Beyond our traditional South Korean market, we are now seeing a strong influx of visitors from Russia, Italy, France, and other European and American countries," said Liu Jie, a staff member responsible for the operation of Zhangjiajie Bailong Elevator.

Behind the impressive figures lies Wulingyuan's sustained efforts to synergize ecological conservation with tourism development while promoting internationalization. The Wulingyuan Scenic Area has accelerated its product upgrades by leveraging the advantages of the unique karst landscapes, the influence of the Avatar movie franchise, and the benefits of visa-free policies. Attractions like Yaozi Village and Wulong Village have been renovated, serving as venues for international events. Performances such as "Charming Xiangxi" have undergone digital upgrades, while new business formats like "sports+" and "intangible cultural heritage+" emerged. Tailored itineraries featuring peak hiking and immersive folk culture experiences are designed for European and American tourists, meeting the diverse needs of global visitors.

Service quality and marketing efforts in the scenic areas have also been enhanced. The Zhangjiajie National Forest Park has trained its frontline staff with foreign language skills through the "Jinbianxi Night School," while multilingual signs and smart guides have been fully implemented. Cross-border payments via overseas bank cards and digital RMB are now widely accepted, and the "five-in-one" service model combined with multilingual complaint mechanisms have increased the park's reputation for pampering visitors. Meanwhile, by leveraging international tourism platforms and events like the World Heritage Photography Exhibition, the park has amplified its global visibility and has deepened cross-border collaborations. These initiatives have led to significant growth in visitors from Europe, America, and countries involved in the Belt and Road Initiative.

The head of Wulingyuan District's cultural and tourism department noted that the district authority will deepen upgrades in "smart technology, internationalization, and visitor-oriented design." Efforts will be made to focus on consolidating the Southeast Asian market while targeting Europe and American markets, developing customized offerings such as high-end study tours and forest wellness programs. This aims to shift the focus of inbound tourism from broad coverage to deep cultivation, striving to build a world-class tourist destination.

This article is from the Hunan Provincial Government www.enghunan.gov.cn.

Translator: Xiao Juan

Chinese source: hunan.gov.cn