Under President Xi Jinping's guidance, Yunnan province is advancing high-quality development in its cultural tourism industry, balancing heritage preservation with innovative experiences. From January to October 2025, the province welcomed 687 million tourist visits, up 12.5% year-on-year. Emerging sectors like sojourn tourism and the nighttime economy are thriving.
Yunnan province, where diverse cultures meet stunning natural landscapes, is pursuing a sustainable tourism model. In March 2025, President Xi Jinping visited Lijiang Ancient Town, stressing that cultural tourism should follow a path of sustainable and healthy development. He urged balancing protection and utilization of heritage to let the over-800-year-old town shine anew. At Mufu Mansion, the historic site of Naxi rulers, Xi called for passing down fine traditional Chinese culture and fostering a strong sense of community among all ethnic groups.
In response, Yunnan is driving high-quality growth through in-depth travel, sojourn stays, nighttime economy, wedding tourism, and cultural products. Niu Xiang, deputy head of Lijiang Old Town's protection bureau, stated: "Preservation comes first." The town is bolstering its conservation framework, enforcing regulations, and using a monitoring system to track key heritage sites, traditional courtyards, river levels, and water quality. Advanced digital technologies are accelerating smart management.
Sojourn tourism, emphasizing longer stays and immersion in local life, is booming. Official figures show 4.16 million sojourners from January to October, a 52.1% rise. Chang Cheng, 47, from Zhuhai in Guangdong, has lived in a caravan at a Jianshui county campsite with his wife and daughter for over four years. "This lifestyle connects us to nature," he said. "Our daughter plays with kids from long-stay families nationwide. Here, we make friends with locals and fellow sojourners—far better than city anonymity."
Potter Cai Xilin, who relocated to Jianshui 13 years ago, noted the area's mild climate, rich culture, relaxed pace, and supportive policies drawing more long-term visitors.
The nighttime economy thrives at venues like Jinghong's Starlight Night Market, themed around Dai ethnic traditions and Lancang-Mekong cultural influences. Yang Ying, deputy general manager of Yunnan Jinglan Cultural Tourism Group, explained: "We encourage community involvement to showcase authentic lifestyles and invite ethnic groups for festive fairs, fostering visitor-resident interactions." The market hosts annual photography contests and supports studios and designers, attracting young tourists for social media shares.
Yunnan is emerging as China's top wedding tourism spot, leveraging its scenery, heritage, and services. The provincial culture and tourism department recently listed 10 destinations. Ming Qingzhong, director of Yunnan University of Finance and Economics' tourism institute, said: "Wedding-centered activities fulfill emotional needs through curated settings and rituals." He emphasized long-term focus on premium services and details, advocating professional teams for culturally infused romantic experiences.
