On July 26, the “Telling the Story of the Shu Road to the World” 2025 Overseas Chinese Media Sichuan-Chongqing Tour Guangyuan Cultural Tourism Promotion Conference was held at the ancient town of Zhaohua in Guangyuan. More than 20 leading Chinese-language media outlets participated in the event.
A Glimpse of Zhaohua’s Timeless Charm
In her speech, Wang Jing, Secretary of the Zhaohua District Committee of Guangyuan, introduced the historic town: “Zhaohua, formerly known as Jiamei, boasts over 4,000 years of history and more than 2,300 years as an established county. It is regarded as a shining pearl on the ancient Shu Road, known as ‘the first county of Bashu and the second capital of the Shu Kingdom.’”
Wang highlighted that Zhaohua has continuously hosted international communication events for seven years, attracting media professionals from over 40 countries to explore the mysteries of the ancient Shu Road and experience the richness of Chinese culture. “We hope that our media friends will use sharp insights, unique perspectives, and vivid storytelling to showcase Zhaohua’s charm, inviting more people to walk the Shu Road, immerse in the world of the Three Kingdoms, and fall in love with Zhaohua — truly fulfilling the vision of ‘Telling the Story of the Shu Road to the World,’” she said.
Promoting Guangyuan’s Cultural Tourism Worldwide
Known in ancient times as Lizhou, Guangyuan has long been hailed as “the gateway to northern Sichuan and the throat of the Shu Road.” With world-class cultural and tourism resources and a unique urban identity, Guangyuan is building itself into an international cultural tourism destination and wellness resort while accelerating the development of an international tourism city.
Wang Zhuang, Party Secretary of the Guangyuan Municipal Bureau of Culture, Radio, Television, and Tourism, introduced Guangyuan’s cultural tourism highlights: “Here, you’ll find the profound beauty of our cultural heritage, the exquisite beauty of our natural landscapes, and the unique beauty of a wellness-friendly environment. We sincerely invite you to ‘take the high-speed train to Guangyuan,’ to ‘hike the ancient Shu Road and walk through Cuiyun Corridor,’ and embark on an unforgettable journey.”
Overseas Media Perspectives
Ma Lin, Director of the Beijing Office of France’s Nouvelles d’Europe, emphasized that the key to tourism is creating memorable experiences rooted in comfort. He suggested that cultural tourism should develop unique content, deepen cultural exchanges with other cities, and host more cultural activities.
Liu Lanling, a journalist from Indonesia’s Qian Dao Daily, was impressed by the authenticity of Zhaohua Ancient Town: “I left at 7 a.m., and what struck me was the relaxed daily life of the locals — something you don’t see everywhere. We need to tell not just the stories of the ancient Shu Road but also the stories of today’s Guangyuan, with its hard work and happiness.”
Guo Jipeng, Deputy Editor-in-Chief of Europe New Overseas Chinese Network (Germany), said overseas Chinese media will continue to amplify these stories: “We’ll use photos, in-depth writing, and videos to bring China’s, Sichuan’s, and Guangyuan’s stories to Germany and the world. We also plan to invite German-language media, as well as outdoor enthusiasts and bloggers in Germany, to experience China, Sichuan, and Guangyuan firsthand.”
Jin Hao, Editor-in-Chief of Côte d’Ivoire’s Voice of Chinese in West Africa, suggested expanding focus to emerging markets like Africa: “Guangyuan has just set the overall goal of becoming an international tourism city. Provinces like Hunan and Guizhou are already using African influencers for promotion — Guangyuan could learn from them. We will share the grandeur of the Shu Road and Guangyuan’s historical beauty with the world.”
Global Media Initiative: “Telling the Story of the Shu Road”
At the event, overseas Chinese media jointly launched the “Telling the Story of the Shu Road” initiative. Cai Ling, Editor-in-Chief of China-Greece Times, read the proposal, calling on global Chinese-language media to:
- Step into Guangyuan and experience the Shu Road in-depth;
- Strengthen cooperation to promote Shu Road through multiple channels;
- Innovate storytelling to precisely present the essence of the Shu Road.
The initiative envisions building a “cultural bridge” that connects the world with the grandeur, warmth, and vitality of the Shu Road — showcasing a true, multi-dimensional, and beautiful image of China while accelerating Guangyuan’s efforts to become a world-class tourism destination.
A Shared Vision
Yuan Min, Member of the Standing Committee of the Guangyuan Municipal Committee and Head of the Publicity Department, stated: “Our recent municipal meeting confirmed the goal of building Guangyuan into an international tourism city. Our greatest resource for this is the Shu Road. To attract international visitors, the key is to tell the story of the Shu Road well and enhance its global visibility and reputation. Overseas Chinese media play an irreplaceable role in this mission. We hope you will continue to use your lens and words to showcase a real, vibrant Guangyuan, strengthen cultural exchange, and help us achieve our vision.”