On May 16, the 2026 "May 19 China Tourism Day" Jiangxi Sub-Venue Shangrao Session and the summer tourism promotion event themed "Magnificent Shangrao, Free Spirits Amid Mountains and Waters" kicked off at Gangshou Visitor Plaza of Sanqingshan. Centered on three themes—"Enjoy Quality Tourism, Embrace Splendid Landscapes", "Romantic Shangrao, A Cool Summer Getaway", and "The Splendor of Sanqingshan "—the event showcased diverse new summer cultural and tourism experiences in Shangrao to boost cultural and tourism consumption during the summer vacation.
At the launching ceremony, Zheng Lianfeng, Director of the Policy Research Center of Shangrao Municipal People’s Government, delivered an address. Zhou Yaying, Party Secretary of Shangrao Municipal Bureau of Culture, Radio, Television, Tourism and Sports, presented a flag to a flower-viewing inbound tourist group from Malaysia. Wang Chunhui, Deputy Party Secretary and Director of the Administrative Committee of Sanqingshan Scenic Area, gave a speech. Lai Xinwei, Member of the Party Committee and Deputy Director of Sanqingshan Administrative Committee, presented "Shangrao Gift Packs" to tourist representatives from the Republic of Korea. Relevant officials from Shangrao Municipal All-for-One Tourism Development Center, Sanqingshan Scenic Area, Shangrao Agriculture, Culture and Tourism Development Group Co., Ltd., and Shangrao Cultural and Tourism Association attended the ceremony.
In his speech, Zheng Lianfeng stated that Shangrao has always upheld the philosophy that lucid waters and lush mountains are invaluable assets. The city capitalizes on its ecological advantages and profound cultural heritage to forge a development path featuring coordinated prosperity of ecology, culture and tourism. During the May Day holiday, Shangrao saw steady growth in tourist arrivals and tourism revenue, earning a spot on national lists of popular tourist destinations. He warmly invited tourists at home and abroad to choose Shangrao as their top destination for summer heat escape and weekend getaways. Visitors can climb Sanqingshan, tour Wuyuan, visit Gexian Mountain, admire Wangxian Valley, view Guifeng Peak, and savor local delicacies to fully immerse themselves in Shangrao’s natural beauty, profound cultural charm and relaxing leisure vibes.
Co-hosted by Shangrao Municipal Bureau of Culture, Radio, Television, Tourism and Sports and the Administrative Committee of Sanqingshan Scenic Area, the event was undertaken by Shangrao Municipal All-for-One Tourism Development Center and Shangrao Agriculture, Culture and Tourism Development Group. Supporting organizers included Shangrao Cultural Center, Sanqingshan Bureau of Culture and Tourism, Shangrao Cultural and Tourism Association, and Sanqingshan Smart Tourism Co., Ltd. Structured around four key segments—visitor attraction, tourism promotion, exhibition display and interactive activities—the event integrated tourism roadshows, preferential benefit releases, trendy performances, civilized tourism showcases and immersive experiences in an all-round manner.
Co-hosted by Shangrao Municipal Bureau of Culture, Radio, Television, Tourism and Sports and the Administrative Committee of Sanqingshan Scenic Area, the event was undertaken by Shangrao Municipal All-for-One Tourism Development Center and Shangrao Agriculture, Culture and Tourism Development Group. Supporting organizers covered Shangrao Cultural Center, Sanqingshan Bureau of Culture and Tourism, Shangrao Cultural and Tourism Association, and Sanqingshan Smart Tourism Co., Ltd. Centered on four core modules – visitor mobilization, tourism promotion, exhibition display and interactive experience – the campaign fully integrated tourism roadshows, preferential benefit releases, trendy stage performances, civilized tourism exhibitions and immersive activities.
During the promotion session, Shangrao cultural and tourism ambassadors officially released five summer-themed tourist routes: Cool Mountain Getaways Amid Rustling Woods, Refreshing Water Trips With Breezy Waves, Fresh Rural Tours Caressed by Gentle Wind, Peaceful Night Excursions Glowing Under Lantern Lights, and Red Cultural Journeys Calming the Soul. These routes systematically sorted out Shangrao’s core summer travel resources. Representatives from Shangrao Agriculture, Culture and Tourism Development Group, Sanqingshan and Guifeng Peak delivered special presentations on summer tourism products and preferential policies respectively. A cross-talk skit The Transformation of a Rogue Tour Guide conveyed the concept of civilized tourism in a humorous tone, while an honor list of Shangrao’s cultural and tourism highlights was unveiled on site.
Flower-viewing tourist groups from the Republic of Korea, Malaysia and Taiwan, China arrived at Sanqingshan by special tourist train. A Malaysian tourist representative took part in the flag-awarding ceremony, and a visitor from Busan, South Korea shared his feelings on the spot: “The mountains and rivers here are more beautiful than paintings, and the hospitality of Shangrao locals outshines the summer heat!”
Sanqingshan UNESCO Global Geopark rolled out a variety of tourist-friendly policies. For young visitors, the geopark launched a “student buddy ticket” to encourage group travel. It also implemented free entry policies for summer vacation targeting key source markets including Shandong, Henan, Hunan and Hubei provinces, as well as visitors within Jiangxi Province. From May 30 to June 1, a special family package was available for children under 12 years old plus one accompanying family member. Sanqingshan and the Immortal Valley Area jointly launched an innovative combined “Immortal Mountain & Fairy Valley” package to boost integrated development of scenic spots and surrounding villages.
All major scenic spots across the city launched matching favorable offers. On May 19, Guifeng Peak offered free admission to tourists worldwide. Ehu Academy granted free entry upon simple registration. Zhongyi Cultural Park in Yugan County halved its ticket price. Wulongyuan Area waived entrance fees and cut drifting tickets by half; visitors born on May 19 could enjoy free drifting with valid ID. Twelve scenic sites under Wuyuan Rural Culture and Tourism launched a 70% discount package combining a general pass and bamboo raft rides, priced at only 72 RMB. At Damang Mountain, visitors could get free admission by following its Douyin account and half-price cableway tickets; extra discounts were available for holders of high-speed rail tickets or tickets from neighboring areas. Shangrao Agriculture, Culture and Tourism Development Group released summer hotel and travel discounts: tourists holding valid tickets for Grade-4A or above scenic spots issued in the same month could enjoy a 20% discount when staying at Sanqingshan Landison Hotel. Additionally, Shangrao launched the “Tour Shangrao with Tickets” preferential series, allowing visitors to redeem discounts across multiple consumption sectors with stubs from sports events, live performances and other activities.
On the event venue, the Chasing Fashion in Shangrao • Sing and Roam Sanqingshan Concert delivered a trendy, youth-oriented cultural and tourism feast. Blending popular melodies with natural mountain-and-water backdrop, it brought tourists an immersive audio-visual treat. Fifteen Shangrao cultural tourism ambassadors dressed as “Azalea Goddesses”, wearing azalea hair ornaments and holding placards printed with promotional slogans of various local attractions. They staged flash mob photo check-ins along key scenic routes featuring Yulian Waterfall, Jinsha Visitor Plaza, Python Slithers out of Mountain and Oriental Goddess Peak. The vivid flash mob performances set against grotesque peaks and clear streams drew large crowds of tourists to stop and watch.
During the featured exhibition session, the geopark displayed decorative exhibition boards showcasing tourism resources of all counties, county-level cities and districts, covering diverse cultural and tourism sectors including mountain and river scenery, historical heritage, idyllic rural life and revolutionary red memories. Partnering with Rednote, Shangrao Culture and Tourism launched the serial campaign Shangrao and I Are a Perfect Match. Mainstream news media, cultural tourism influencers and outstanding content creators were invited to Sanqingshan to admire seas of azaleas and the fairyland-like sea of clouds atop the peaks.
To offer tourists immersive interactive experiences, the geopark created three exclusive fairy-themed activities. The Immortal Palace Vegetarian Food stall launched affordable set meals priced at 1-yuan noodles, 2-yuan rice cakes and 3-yuan drinks. A cross-industry fairy opera collaboration with NetEase’s online game A Dream of Jianghu featured live dance shows and interactive parades, creating a stunning crossover between ACG culture and natural mountain landscapes. Blooming fairy azaleas welcomed visitors from afar: inbound flower-viewing groups from the Republic of Korea, Malaysia and Taiwan, China arrived via special tourist trains for immersive tours amid Sanqingshan’s grotesque peaks and sea of clouds, boosting the quality and performance of Shangrao’s inbound tourism.
From the Flora Goddess flash mob and five wind-themed summer tourist routes to inclusive preferential policies and global travel invitations, this event serves as a comprehensive promotion of summer tourism as well as a vivid practice of “shaping tourism through culture and highlighting culture via tourism”. All visitors from across the globe are sincerely invited to Shangrao for a cool summer getaway and an appreciation of magnificent landscapes.
