The 4th Yongzhou Tourism Development Conference will take place in Ningyuan County on October 19 and 20, according to a press conference held at the Window on the World in Changsha on the evening of October 14, 2025. Under the theme of "Let's Go to Yongzhou" and "Beautiful Scenery Is Not Far, Right here in Ningyuan," the conference cordially invites global tourists to explore the "Birthplace of Virtue and Filial Piety Culture, the Blessed Land of Jiuyi Mountain."
At the press conference. (Photo/Liu Sijia)
The opening ceremony of the conference will be held on October 19 at the Nanfengji Cultural Tourism Commercial Complex in the Jiuyi Mountain Scenic Area in the form of "mobile theater + intangible cultural heritage inheritance + digital cultural decoding," aiming to create China's first immersive cultural tourism event featuring the culture of Emperor Shun, a legendary leader in ancient China. Attendees will also experience firsthand the achievements of key cultural tourism projects in Ningyuan County during field visits. On October 20, the Promotion Conference on the Cultural Tourism Development of Yongzhou City will see the signing of a batch of key investment projects.
The conference will feature a vibrant array of supporting activities, including intangible cultural heritage exhibitions, cultural creative product fairs, and the Jiuyi Mountain Marathon, fostering a diverse integration of "cultural tourism + sports" and "cultural tourism + industry." The event will highlight technological empowerment and business model innovation, with VR technology and smart navigation systems widely deployed at attractions like the Ruins of the Emperor Shun Temple. New business formats such as RV camping and low-altitude flight experiences will also be launched.
The Mausoleum of Emperor Shun. (Photo provided by the organizer)
Poetically known as "Xiaoxiang," Yongzhou serves as a transportation hub linking Hunan, Guangdong, and Guangxi, boasting both profound cultural heritage and stunning landscapes. The city is home to ten national forest parks, eight national wetland parks, and four national nature reserves. As one of the important birthplaces of Chinese civilization, Yongzhou holds the status of the "Birthplace of Virtue and Filial Piety Culture," as Emperor Shun was buried in Jiuyi Mountain after his southern tour. The region is a confluence of the Culture of Liu Zongyuan (a Chinese poet and prose writer), Neo-Confucianism Culture, Nvshu Culture, and Yao Culture, while the legacies of revolutionary pioneers such as Li Da, Tao Zhu, and Chen Shuxiang have further enriched this land with profound historical significance.
The natural scenery of Jiuyi Mountain. (Photo provided by the organizer)
As the host of this year's conference, Ningyuan County stands as the core region for inheriting the culture of Emperor Shun. In recent years, the county has adhered to the principle of "encouraging positive interplay between culture and tourism," devoting great energy to establish the Jiuyi Mountain as a national 5A-level tourist attraction. During the conference, three distinctive themed routes will be highlighted.
The "Tracing Virtue of Emperor Shun, Seeking Cultural Roots" route will guide visitors to national heritage sites such as the Mausoleum of Emperor Shun and the Ningyuan Confucian Temple, immersing them in the culture of virtue and filial piety.
The "Exploring Jiuyi Mountain, Embracing Wellness" journey invites travelers to explore Sanfengshi Scenic Area and Zixia Cave, offering them the chance to enjoy natural wonders and ecological wellness.
The "Discovering Yao Culture and Culinary Delights" tour showcases the rich cultural customs of the Yao ethnic group through intangible cultural heritage experiences like the long-drum dance, Yao herbal baths, and local delicacies such as Ningyuan blood duck.
In the future, Yongzhou will focus on its goal of "building a nationally renowned cultural, ecological, and tourism city," continuously enhancing its four major brands: the birthplace of Chinese civilization, the origin of Huxiang culture, the sacred land of root seeking for the Yao ethnic group, and a cradle of revolutionary culture. The city aims to establish itself as a renowned tourism destination for the Guangdong-Hong Kong-Macao Greater Bay Area and a demonstration base for cultural exchanges among overseas Chinese communities in ASEAN countries, ultimately creating a high-quality tourism destination where "scenic beauty can be seen in every corner and every season is perfect for travel."
This article is from Hunan Provincial Government. www.enghunan.gov.cn.
Translator: Xiao Juan
Chinese source: Voice of Hunan
