During the National Day holiday, Shanxi has truly emerged as a focal point for tourists, drawing significant public interest in its rich culture and stunning landscapes. Social media platforms were abuzz with phrases like “Shanxi’s popularity is on the rise,” “everything in Shanxi can be pickled,” and “Shanxi has captured the hearts of its defenders.” This year, 66 key tourist attractions across the province welcomed an impressive 7.84 million visitors, a staggering 46.9% increase from last year, and generated ticket revenue of 254.66 million yuan, marking a 17.13% growth.
Historical landmarks have particularly caught the eye of visitors. With the rising popularity of the video game “Black Myth: Wukong,” which prominently features Shanxi, more tourists flocked to the province’s ancient sites during the holiday. The 27 attractions showcased in the game alone drew in 1.88 million visitors, resulting in ticket sales of 56.17 million yuan.
On October 1, the birthplace of Guan Yu in Yuncheng became a hive of activity, attracting “destined players” eager to collect stamps and unique souvenirs while soaking in the ancient architecture. In a collaborative effort with Amap, the Shanxi Provincial Department of Culture and Tourism launched the themed campaign, “Follow Wukong to Explore Shanxi,” leading up to the holiday. This initiative included curated travel routes, easy planning features, and even a treasure hunt. Additionally, they distributed 100,000 taxi vouchers to simplify transportation across the area. The campaign’s stamp-collecting activity expanded from 12 to 30 locations across 11 cities, enhancing visitor engagement and overall experiences.
Shanxi was well-prepared for the influx of tourists, showcasing its cultural tourism and historical architecture at their finest. The Yingxian Wooden Pagoda, renowned as the oldest and tallest all-wood structure in the world, drew domestic and international visitors with its stunning craftsmanship and historical significance. Over the first five days of the holiday, the pagoda saw more than 190,000 visitors, reflecting an incredible 128.66% surge compared to last year.
The Xiaoxitian scenic area in Xixian also reported impressive daily traffic, welcoming over 10,000 visitors each day during the holiday, spurred by the excitement surrounding “Black Myth: Wukong.” Museums, including the Jincheng Museum and the Yuhuang Temple Colored Sculpture Museum, reached full booking capacity. Qiu Ping, deputy curator of the Jin Temple Museum, mentioned that they recorded a remarkable 330,000 visitors over the seven-day holiday.
As one of China’s cultural gems, Shanxi provided a variety of immersive activities for visitors to explore the depth of Chinese heritage. Experiences ranged from painting traditional dragon plates to crafting wax seals inspired by ancient relics, and creating models of ancient bracket sets. Both students and tourists expressed joy in discovering the unique allure of Shanxi’s cultural legacy through these initiatives.
County-level performances also emerged as a highlight during the holidays. A visitor from Beijing, Meng Xiangrui, was pleasantly surprised upon arriving at Jincheng East Station, welcomed by enthusiastic performers and gifted local cultural products. This vibrant hospitality continued with numerous cultural fairs, showcases of local cuisine, and live performances, allowing guests to engage with the region’s rich cultural tapestry.
To ensure an extraordinary experience for visitors, Shanxi’s cultural celebrations featured a special holiday lineup, including the third National (International) Music and Fireworks Festival in Qingxu County, offering stunning fireworks displays synchronized to music from international teams. Datong City celebrated with performances highlighting intangible cultural heritage, complemented by traditional events like Hanfu shows and Jin opera performances that enriched the tourist experience.
Yangquan City featured over 80 distinct cultural tourism events, inviting visitors to partake in history-themed tours, wellness retreats, and eco-tours. The Qiaojia Courtyard cultural park introduced various themed activities to celebrate the holiday, providing enriching experiences that highlighted the history of Shanxi merchants.
“County tourism, with its unique charm, has become the new favorite among travelers this National Day,” said Zhang Limin, Director of Cultural Industry Management at Shanxi University of Finance and Economics. He noted the counties’ ability to blend their rich historical and natural resources with local narratives and modern elements to craft unique tourism experiences.
Local governments demonstrated their commitment to visitor satisfaction, showcasing hospitality in various forms, from local officials performing traditional theater to police managing crowds. “We warmly welcome you to Xixian—if you encounter traffic, don’t worry, enjoy our specialty pears while you wait!” remarked Wang Dong, Director of the Transportation Bureau, emphasizing their dedication to visitor comfort.
Throughout the region, innovative services designed to delight visitors became a hallmark of the festival. Shanxi’s cultural tourism system dispatched over 1,200 inspection teams to ensure a smooth operation of the tourism market.
Overall, the National Day holiday not only showcased Shanxi’s tourism potential but also highlighted the province’s warm hospitality and rich cultural heritage, solidifying its status as a remarkable destination.
