Shaanxi debuts first county-level rural tourism brand

Updated: Apr 28, 2025 www.chinaservicesinfo.com Print

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On April 26, Liquan county unveiled Shaanxi's first county-level rural tourism brand, "Weekend Escape to Liquan", at a launch event in Xi'an.

The initiative, led by the Liquan County Party Committee and People's Government, aims to boost domestic tourism by promoting short-getaway travel.

Liquan, a county in Northwest China's Shaanxi province, with many historical sites and cultural heritage such as the royal tombs of the Tang Dynasty (618-907), launches the province's first rural tourism brand. [Photo provided to chinadaily.com.cn]

At the brand launch event, Yao Junfeng, Party secretary of Liquan county, delivered a speech, while county magistrate Wu Yunfeng introduced the region’s rural tourism offerings.

"To enhance visitors' experience during the Labor Day holiday, we're rolling out special incentives," announced county magistrate Wu Yunfeng. "Visitors can enjoy free shuttle services from Liquan South High-speed Railway Station to key attractions like Yuanjia Village and Zhao Mausoleum of Tang Dynasty. High-speed rail passengers will receive free admission to all county scenic spots, along with complimentary parking at Zhao Mausoleum of Tang Dynasty. We're also distributing 100,000 free attraction passes. And 100,000 free tickets for scenic spots will be issued."

According to the Liquan Rural Tourism Brand Strategy, in the next three years, the county will capitalize on its agricultural, cultural, and tourism resources - including Zhao Mausoleum of Tang Dynasty, Liquan Lake, and Yuanjia Village - to further develop its "Weekend Escape to Liquan" brand. This brand-driven approach will deepen the integration of agriculture and tourism, enrich rural tourism industry, and promote comprehensive rural revitalization alongside high-quality economic development.

In recent years, Liquan county has adhered to the strategy of "comprehensive tourism and panoramic Liquan", with Yuanjia Village as its flagship destination. Through innovative immersive experiences and integrated development of agriculture, culture, and tourism, the county has established two national 4A-level and three national 3A-level tourist attractions, developed 85 modern agricultural picking gardens, and cultivated 18 provincial-level rural tourism demonstration villages.

In 2024, the county received over 15.8 million tourists, and the comprehensive tourism revenue once again exceeded 10 billion yuan ($1.37 billion).