Huangshan, Anhui Province - The 15th Anhui International Cultural Tourism Festival kicked off on the evening of November 15, set against the scenic backdrop of rivers and mountains that define the province’s landscape.
This year’s festival features a full slate of events, including an inbound tourism conference, a partner matchmaking meeting for inbound travel operators, an industry chain cooperation forum, and a familiarization trip for international travel agents. Diplomats based in China, leaders of global tourism organizations, major domestic and overseas travel operators and investors, cultural and tourism officials from key source markets, and representatives of overseas Chinese-language media gathered in Huangshan for the event.
South Korea is the guest country of honor. Kim Young-joon, Consul General of the Republic of Korea in Shanghai, praised Anhui’s long history, cultural heritage, and natural scenery, calling it one of China’s most representative destinations. “Since China introduced visa-free entry for Korean visitors in November 2024, the number of Korean travelers visiting Anhui and the rest of the Yangtze River Delta has grown rapidly,” he said. “With close geographic and cultural ties between Korea and China, exchanges between the two countries’ people and businesses will only continue to expand as bilateral cooperation deepens.”
From January to September 2025, Anhui recorded year-on-year increases of 62.9% in inbound tourist arrivals and 53.6% in international tourism revenue. Peter Semone, chairman of the Pacific Asia Travel Association, said new policies and upgraded tourism services have helped position Anhui as a must-visit destination. “We will share international planning experience to help Anhui refine its service chain and attract more high-value, experience-driven international travelers,” he added.
In recent years, Anhui has pushed forward the integrated development of culture and tourism, aiming to build a model zone for all-region tourism. The province has continued expanding offerings and improving service quality, laying a solid foundation for high-quality growth in the cultural and tourism sector. “Over the next five years, cultural-tourism integration will need to advance further in depth, scope, and sophistication,” said Dai Bin, president of the China Tourism Academy. He stressed the importance of shaping a people-centered cultural and tourism economy, positioning the sector as both a livelihood industry and a pillar industry supported by new productive forces, and ensuring integration leads to greater social well-being.
Anhui has continued to expand its “industries + culture & tourism” approach, launching the “Anhui Cultural Tourism Partners” initiative that links more than 20 leading companies from tech, automotive, and other sectors to build a high-value cultural-tourism ecosystem. “On November 15, 2025, the ‘Picturesque Anhui’ battery-swap self-driving route officially opened,” said Li Bin, founder, chairman, and CEO of NIO. The 800-kilometer route connects 13 scenic spots across Anqing, Chizhou, Xuancheng, and Huangshan, with 14 battery-swap stations along the way. “Starting with the car itself, we hope to use technological innovation to offer new experiences and inject more momentum into Anhui’s cultural tourism development.”
At the opening ceremony, the Anhui Provincial People’s Government and China Tourism Group signed a strategic cooperation agreement covering destination investment and operations, marketing, retail, and hotel management.
The Anhui Provincial Department of Culture and Tourism also signed cooperation agreements with Shanghai Ctrip Business Co., Ltd. and Alipay (Hangzhou) Digital Service Technology Co., Ltd. In addition, the department, together with the Anhui Provincial Government’s Guangzhou office, signed a three-party agreement with Shenzhen Securities Times, as well as a four-party agreement with the Shenzhen Cultural & Creative Industry Association and the Ziyun Mountain (Baohe) Cultural and Creative Industry Park Management Committee.
All 16 prefecture-level cities in Anhui signed cultural tourism project agreements with investors, totaling 12.42 billion yuan. The projects span vacation tourism, wellness tourism, cultural and creative industries, and more, giving Anhui’s cultural and tourism development a strong boost.
The opening ceremony featured performances including the dance “Dream Blossoms from the Brush,” the song-and-dance piece “Carving Huizhou,” and the acrobatic musical “Canal Celebration,” bringing the audience into the world of Huizhou culture, the Yangtze and Huai River civilizations, the Grand Canal, and Huangmei Opera—highlighting the natural, cultural, and lifestyle appeal of Anhui.
Hosted by the Anhui Provincial People’s Government and organized by the Anhhui Provincial Department of Culture and Tourism and related departments and cities, the festival emphasizes international engagement, cultural depth, and large-scale tourism. With Anhui’s cultural elements woven throughout the event, the festival has evolved into a major platform for global cultural-tourism exchange, innovation, and cooperation—showcasing the province’s image and contributing to cross-cultural dialogue.
Media Contact
Company Name: Anhui Provincial Department of Culture and Tourism
Contact Person: Cheng Longcan
Email: Send Email
City: Hefei
Country: China
Website: https://ct.ah.gov.cn/
