On January 10, 2022, the Launching Ceremony of “Seeking Nostalgia • Experiencing the Spring Festival Charm” – Shangrao Rural New Year Celebration and the Sanqingshan Travel Agents Conference were held at Sanqingshan UGGp, a World Natural Heritage site. Guests from the tourism, culture and media sectors, as well as hundreds of travel agency representatives, gathered together to enjoy the special “Sanqing Celebration Soup Banquet”, experience folk festival activities, and jointly plan a new chapter for tourism development.

Sanqingshan Travel Agents Conference: Hundreds of Travel Partners Discuss Development

This conference is the third consecutive session organized by the Sanqingshan UGGp, attended by a hundred key tourism partners. Amid the COVID-19 pandemic, all parties have stood together in solidarity, aiming to restore confidence in tourism and jointly explore new development ideas for 2022.

The conference was presided over by Cheng Wei, Assistant to the Director of the Sanqingshan Geopark Administrative Committee. Qian Qingbin, Member of the Party Working Committee and Deputy Director of the Administrative Committee, delivered a speech. The Sanqingshan Main Area, Yulian Waterfall Area, Xiaoyao Valley Area and Immortal Valley Area gave tourism promotions respectively. Representatives from the Area Tourism Bureau announced and interpreted the 2022 Sanqingshan tourism marketing policies.

Travel agency representatives stated that the warm encouragement and policy support from Sanqingshan UGGp have greatly boosted industry confidence. They expressed hope that the tough winter of the tourism industry will pass soon, and that they will greet a strong market recovery with fuller enthusiasm when spring comes.

Launch of "Seeking Nostalgia • Experiencing Spring Festival Charm" Rural New Year Celebration

The first stop of this year’s "Seeking Nostalgia • Experiencing Spring Festival Charm" Shangrao Rural New Year Celebration was held at Sanqingshan UGGp, kicking off the prelude to the Year of the Tiger Spring Festival. Officials from the culture and tourism bureaus of all counties and districts in the city, as well as heads of key spots, gathered to send New Year blessings to the people.

The launching ceremony was presided over by Li Hualong, Deputy Secretary-General of the Shangrao Municipal People’s Government. Wang Qinghui, Deputy Secretary of the Party Working Committee and Director of the Administrative Committee of Sanqingshan UGGp, delivered the welcome speech. Yan Jinhong, Deputy General Manager of Shangrao Culture and Tourism Group and Chairman of Sanqingshan Tourism Industry Group, announced the official launch of the Sanqingshan Yitu E-commerce Platform.

Wang Yong, Vice Mayor of Shangrao Municipal People’s Government, and Wang Qinghui jointly inaugurated the "National Tourist Resort" plaque for Sanqingshan Jinsha. Xu Yong, Deputy Director of the Special Class for the Cooperation and Construction of the "Alliance Garden" of Zhejiang, Anhui, Fujian and Jiangxi, and Qian Qingbin signed the Strategic Cooperation Agreement on New Media Marketing and E-commerce Operation of the Alliance Garden • Sanqingshan. Wang Yong announced the official launch of the "Seeking Nostalgia • Experiencing Spring Festival Charm" Shangrao Rural New Year Celebration.

He Tang Banquet Delights Guests, Folk Performances Bring Strong Festival Atmosphere

Folk culture exhibition areas were set up at the event, featuring a succession of distinctive activities including bamboo pole dance, string puppet shows, lion dances, traditional chamber performances, bonfire parties and folk lantern shows. Coinciding with the Laba Festival, guests tasted Laba porridge and Laba wine together, enjoying a warm and festive atmosphere.

The highlight of the event was the “Sanqing He Tang Banquet” held that evening. This grand banquet is only prepared for distinguished guests or major festivals, matching perfectly with the theme of “Celebrating the New Year in the Countryside”. Guests gathered together to cheerfully drink He Tang wine, enjoying an immersive experience of the traditional hospitality etiquette and folk customs of Sanqingshan UGGp.

On-site Inspection on the Following Day to Explore New Tourism Formats Together

On January 11, guests will visit major spots including the Sanqingshan Main Area, Yulian Waterfall, Immortal Valley, Xiaoyao Valley and the Geological Museum for on-site inspection. They will experience the new atmosphere, new formats and new experiences of Sanqingshan UGGp tourism, share development concepts and seek new opportunities for cooperation.