Sichuan Unveils New Cultural Products to Boost Three Kingdoms-themed Tourism
A series of innovative tourism products and cultural initiatives have been launched in Sichuan to elevate the development of Three Kingdoms-themed cultural tourism across the province. The new offerings were unveiled at the launch ceremony of Sichuan Three Kingdoms Cultural Tourism Destination Development and the “Splendid Tianfu, Three Kingdoms Shu Charm” Cultural and Tourism Consumption Season, held at Zhaohua Ancient Town in Guangyuan on June 3.
The event introduced the province’s first Three Kingdoms cultural travel pass and the themed “Easy Panda Cultural and Tourism Card”, alongside four premium tourist routes featuring Shu Road grand passes and loyalty heritage culture. It also marked the official establishment of the Sichuan Three Kingdoms Cultural Tourism Alliance and the release of a professional expert database, laying a solid foundation for integrated and innovative development of local cultural tourism resources.
A panoramic report on Sichuan’s Three Kingdoms cultural tourism resources was issued on site by professional research institutions, presenting a full picture of the province’s abundant historical heritage. Sichuan currently preserves 344 relics and sites related to the Three Kingdoms period, with 133 listed at various cultural heritage protection levels. More than 40 intangible cultural heritage items themed on Three Kingdoms culture are well maintained and inherited across the region.
Many of these cultural resources boast unique and irreplaceable value nationwide. Wuhou Shrine in Chengdu stands as China’s only temple honouring both monarch and minister, while Zhao Yun’s Tomb in Dayi is the country’s sole authentic burial site of the renowned general. Pangtong Temple in Baimaguan is the exclusive shrine dedicated to Pang Tong, and WanJuan Tower in Nanchong, where the classic Records of the Three Kingdoms was compiled, is widely recognised as the origin of Three Kingdoms cultural inheritance. A host of distinctive cultural relics and folk customs further strengthen Sichuan’s core competitiveness in cultural tourism development.
Sichuan has cultivated nearly 30 themed scenic spots and industrial parks centred on Three Kingdoms culture in recent years. The integrated “Shu Road plus Three Kingdoms” tourism brand has gained growing market popularity, driving continuous upgrading of regional tourism consumption. The newly launched travel pass programme takes Guangyuan as its pilot region, covering core scenic areas including Jianmen Pass, Cuiyun Corridor and Zhaohua Ancient Town, as well as immersive live performances themed on Three Kingdoms culture.
Cross-regional resource integration will be steadily advanced in the future. The province will incorporate abundant Three Kingdoms tourism resources from Chengdu, Mianyang and Deyang to launch unified annual passes and combined tickets, enabling tourists to access diverse cultural landscapes across the entire former Shu territory with a single pass. The new tourism system accelerates the shift of Sichuan’s tourism development from single scenic spot sightseeing to in-depth experiential travel, and from isolated regional operations to coordinated all-round development.
A global promotion plan for Sichuan’s Three Kingdoms cultural tourism destinations has been officially rolled out on Ctrip’s overseas platforms. New inbound travel routes integrate scenic visits, local catering, characteristic accommodation and intangible heritage experiences, attracting international visitors to engage with authentic Three Kingdoms culture on location.
A provincial-level themed publicity campaign focusing on Shu Road and Three Kingdoms culture has been initiated simultaneously. A diverse range of promotional activities will be carried out, including field exploration tours, professional research outputs, niche scenic spot visits and short documentary productions. These initiatives will enhance the visibility and influence of Sichuan’s time-honoured Three Kingdoms cultural heritage worldwide.
