Xiangyang Daily (Zhang Yating, the All-media Journalist, and Sun Hongyang and Li Ting, the Correspondents) The 6^th Jing-Chu Rural Culture and Tourism Festival commenced on November 2 in Xuan’en County, Enshi Autonomous Prefecture, Hubei Province. Xiangyang actively organized a delegation to participate, becoming a focal point at the event by showcasing its cultural and tourism features in an all-round manner through diverse formats and rich content.

Centered around the theme “Chivalrous Xiangyang,” the Xiangyang exhibition area showcased its charm in multiple dimensions by integrating promotional presentations, interactive experiences, product exhibitions and sales, and online traffic generation. The site featured not only graphic and video materials introducing Xiangyang’s historical culture and natural scenery but also specially arranged situational performances by IP characters Zhuge Liang and Huang Yueying, which vividly enacted Xiangyang’s stories and attracted numerous visitors for interactions and photo opportunities.

The exhibition and sales segment was also packed with highlights. Xiangyang organized participation from 7 counties (or cities and districts), 11 enterprises, and 10 intangible cultural heritage projects for this event, with product numbers reaching over 200 items across 66 categories. The fine craftsmanship of intangible cultural heritage items like Xiangyang sachets, lacquerware, woodblock new year pictures, Zaoyang coarse cloth, filigree enamel, and Chenghe wickerwork (Xiangyang wickerwork) drew visitors in to stop and admire. Cultural and creative products, including keychains, building block puzzles, and the Nan Xiaozhang series (cultural and creative products), combined traditional and modern styles. For local delicacies, authentic specialties like Xiangyang Beef Noodles, Bawangzui Baijiu developed by Hubei Shihua Distillery Co., Ltd., Panggongzui (Huangjiu), Xiangyang Candy Store’s candies, and Nanzhang mushroom sauce let visitors experience Xiangyang’s culinary culture through tasting. On the opening day alone, the on-site sales nearly reached 20,000 RMB.

Furthermore, the Xiangyang booth planned a series of engaging activities, including quiz games with prizes and lucky draws. Attendees were also given practical gifts like travel guides and canvas bags to enhance engagement and dissemination. Cultural and tourism ambassadors from Nanzhang County and Gucheng County took the stage successively, providing a comprehensive presentation of their respective counties’ cultural and tourism characteristics and development achievements.

It has been reported that this festival, under the theme “Meeting in the Jing-Chu Rural Area to Discover Beauty,” includes eight activities such as public-benefit cultural performances, the village tour and the market fair, Jing-Chu folk culture parades, and a live-streamed shopping season for agricultural, cultural, and tourism products. The Jing-Chu Rural Culture and Tourism Festival is a significant event brand developed by the Department of Culture and Tourism of Hubei Province. Through years of careful cultivation and development, it has evolved into an essential platform for showcasing Hubei Province’s cultural and tourism resources as well as its product offerings, while also facilitating the deep integration of culture and tourism.