The Ziyouji Art and Lifestyle Festival, showcasing new pathways for cultural tourism, concluded in Xianning city, Hubei province, on Sept 28.

The three-day event featured immersive experiences, including pet-friendly parks, sports, wellness and night parties, in themed zones alongside six theater co-creations focusing on family, healing, rural heritage and art.

It also brought together nearly 300 participants, including officials from the Hubei culture and tourism department, and representatives from homestay and hotel associations, as well as renowned designers, industry leaders and artists.

They highlighted the shift in tourism consumption from the quantity of sightseeing to the quality of lifestyle experiences, and explored innovative approaches to “light” cultural tourism under the theme “diversity in harmony”.

Liu Jungang, Party secretary of the State-owned enterprise Hubei United Investment, emphasizes the group’s commitment to empowering cultural industries with economic vitality, fostering new business models and experiences, and building Hubei into a world-renowned cultural tourism destination.

During the festival, cooperation agreements were signed between Hubei United Investment’s subsidiaries and emerging coffee, camping and hotel brands, aiming to inject fresh momentum into the local cultural tourism development.