Leveraging the brand advantage of being selected as one of the "First Batch of World Famous Tourism Mountains," Mangshan Mountain has upgraded the Tiantai Sky Ladder, Wuzhifeng Space Elevator, and barrier-free walkways to create "a mountain you don't have to climb." This offering precisely addresses South Korean tourists' emotional desire to "show their parents the world," earning it the nickname "the Hermès of filial piety" among South Korean netizens. The Counselor of the Embassy of the Republic of Korea in China visited Chenzhou twice this year and noted that Mangshan Mountain left the deepest impression on him, changing his long-held belief that mountain scenic areas are "difficult to climb."

As night falls, the lights in the Longnv Hot Spring Block of Chenzhou City come on one by one. A South Korean tourist, who has just wrapped up his day's itinerary, soaks his feet in the warm water and says with a smile to his companion, "I didn't realize Chenzhou isn't just about beautiful landscapes—it's also a lot of fun at night." Nowadays, foot baths, hot springs, night markets, and performances are becoming the reasons for South Korean tourists to "slow down" in Chenzhou. The city has also introduced distinctive dining brands such as Korean diners and Mr. Wu's Gourmet World, and cultivated consumption scenarios such as the Changjuan International Food Street and the Longnv Hot Spring Korean-style Foot Bath Street. As a result, both the overnight stay rate and average spending per customer among South Korean tourists have increased simultaneously.

In response to the cultural customs and consumption needs of tourists from different countries, Chenzhou no longer offers a "one-size-fits-all" approach. For Southeast Asian tourists, the city leverages resources such as Suxianling, Shoufo Temple, Huilong Mountain, and Lianxi Academy to develop root-seeking cultural tours. By capitalizing on more than 1,000 homestays in Guidong and the "World Longevity Village" brand, Chenzhou is transitioning from a summer retreat to a year-round wellness and residential tourism destination. For European and American tourists who prefer outdoor adventures, new attractions such as the Jiulong Water Village in Feitianshan have opened one after another, earning the nickname "a hidden Chinese Amazon" from international visitors.

Improving Travel Experience: Making Foreign Tourists Feel at Home in Chenzhou

Since the beginning of this year, Chenzhou has partnered with vocational colleges and industry associations to jointly organize two training sessions for Korean-speaking tour guides at tourist attractions, with the aim of cultivating a team of tour guides who possess both foreign language skills and a deep understanding of local culture. Currently, all 4A-level and above tourist attractions, star-rated hotels, as well as Chenzhou West Railway Station and Chenzhou Beihu Airport, have fully implemented signage systems in both Chinese and Korean. On October 9, the Chenzhou Municipal Committee of the Chinese People's Political Consultative Conference (CPPCC) held a consultation meeting on the handling of key proposals for 2026, focusing specifically on the attraction of international tourists—including those from South Korea—and the adaptability of services to their needs.

Payment is an aspect of inbound tourism that is often overlooked but can significantly impact reputation. Chenzhou has optimized its services based on the principle of "credit cards for large amounts, QR codes for small amounts, and cash as a backup." The city has expanded the number of key merchants accepting foreign cards to 364, established 157 bank branches can handle foreign exchange settlement and sales, and 735 ATMs support cash withdrawals with foreign cards. Key hotels such as Wyndham and scenic spots also feature six authorized foreign currency exchange outlets, ensuring that international visitors can make payments with ease and exchange cash nearby.

From "inspiring interest" to "building connections"—if transportation, language, and payment systems address the issues of foreign tourists "being able to get here, understand what they see, and shop with ease," then cultural identity helps satisfy the desire to "be willing to come and eager to come again."

The national flag of South Korea, known as the Taegeukgi, features a taiji symbol. In January this year, a cultural exchange event themed around Zhou Dunyi's "Taiji Diagram" was held at the Guanlan Academy in Zixing. South Korean scholars and tourists came specifically for the event, where an exhibition of "Taiji Diagram" images from throughout history served as a "common language" connecting the cultural memories of China and South Korea. Seizing this opportunity, Chenzhou launched the "Taiji Diagram and the Light of Eastern Civilization" international cultural tourism route, integrating Neo-Confucianism, academies, ecology, and wellness resources to guide South Korean tourists from merely "viewing scenery" to "reading culture."

This article is from Hunan Provincial Government. www.enghunan.gov.cn.

Translator: Xiao Juan

Chinese source: Hunan Daily