China News Service, Xianning, November 7th (Hu Chuanlin, Wang Qi, Wei Zhangxin) The 13th Hubei Xianning Hot Spring Cultural Tourism Festival with the theme of "Fragrant City, Spring City, Enjoy Xianning" opened on the 7th at Yitang Hot Spring Yangxin Valley.
This festival focuses on the improvement of hot spring health care brands and industrial upgrading, anchors the two core tasks of precise investment in the hot spring industry chain and attracting customers in the autumn and winter cultural tourism market. It builds a high-quality platform for resource aggregation, customer exchange, industrial empowerment, and benefits the people. It continues to polish Xianning's "hot spring health care" city card and injects new vitality into the high-quality development of the city's cultural tourism industry.
The Three Kingdoms of Jingchu have profound cultural heritage and rich cultural and tourism resources. Classic IPs such as the Chibi Ancient Battlefield of the Three Kingdoms in Xianning, Guanling in Dangyang, and Guandi Temple in Jingzhou build Hubei’s unique cultural and tourism landscape of the Three Kingdoms. At the opening ceremony, cultural tourism promotion guests from six cities in Wuhan, Xiangyang, Yichang, Jingzhou, Ezhou, and Xianning transformed into classic Three Kingdoms NPCs such as Liu Bei, Guan Yu, Zhang Fei, Sun Quan, Zhuge Liang, and Zhou Yu. In an immersive and interesting way, they vividly promoted the cultural heritage, characteristic scenic spots, and cultural tourism resources of the Three Kingdoms in various places, bringing the millennium Three Kingdoms to life.
At the event site, the six cities jointly signed the "Three Kingdoms and Six Cities Alliance" Cooperation Mechanism Agreement and concluded the Hubei Three Kingdoms Cultural Tourism Development Alliance. The agreement establishes three major operating mechanisms of the alliance rotation, annual conference, and regular liaison and consultation. Relying on the differentiated and characteristic cultural tourism resource advantages of the three countries in the six cities, it will coordinate and promote the joint construction of the cultural tourism brand system of the three countries, realize resource sharing, mutual transportation of tourists, co-construction of routes, co-shaping of brands, and co-development of industries, and jointly create the core golden signature of Hubei's three-nation cultural tourism.
In order to enrich the supply of cultural tourism and activate market vitality, the "Three Kingdoms and Six Cities Alliance" has launched three series of characteristic cultural tourism products on site to fully meet the diverse needs of the public for travel, leisure vacations, study and practice, etc.
Among them, the Three Kingdoms Six Cities Cultural Tourism One Card integrates the core Three Kingdoms landmark scenic spots resources in the six cities, including Wuhan Flower Expo, Xiangyang Gulongzhong, Yichang Three Gorges Waterfall, Jingzhou Ancient City Historical and Cultural Tourism Area, Xianning Three Kingdoms Chibi Ancient Battlefield, Ezhou Wuwang City Ruins and other key attractions. Card holders can travel across the city to the alliance scenic spots and enjoy exclusive rights such as admission to the park and scenic spot consumption, realizing the one-card trip to the Jingchu Three Kingdoms.
At the same time, the alliance has accurately segmented the needs of customer groups and carefully created four high-quality Three Kingdoms-themed travel routes, namely the Jingchu Three Kingdoms panoramic in-depth loop, Yangtze River Wind and Cloud·Three Kingdoms weekend leisure tour, the Three Kingdoms with textbooks·Cross-city study line, and the Loyalty Heroes Tracking themed tour. A number of special routes combine in-depth swimming and short-distance leisure, allowing tourists to immersively touch the historical context of the Three Kingdoms of Jingchu and Chu, and immersively experience the cultural customs of Chu and Han.
The supporting nine Three Kingdoms-themed standardized study courses are launched, covering classic Three Kingdoms themes such as Jingxiang Recommendation of Talents, Longzhong Decision, Nagasaka Lizhi, Chibi Hezhi, and Jingzhou Warning. The course uses historical sites and real-life scenes from various places as real-life classrooms, transforming classic Three Kingdoms allusions and historical knowledge into systematic study content, adapting to the teaching needs of different stages of primary and secondary schools, and achieving deep integration and two-way empowerment of cultural tourism experience and study education.
In addition to the cooperation with the Three-Country Cultural Tourism Alliance, the Wuhan Metropolitan Area (Main Area) 2026-2029 Cultural Tourism Promotion Strategic Cooperation Signing was simultaneously completed on site. Wuhan Radio and Television Station has joined hands with the integrated media centers of the five cities of Xianning, Huanggang, Huangshi, Ezhou and Xiaogan to deeply implement the "big tourism" development strategy of the metropolitan area, integrate all media communication resources, jointly create a special program "Enjoying the Wuhan Metropolitan Area", regularly carry out joint publicity of major cultural tourism activities, exchange of tourists and offline exchanges and cooperation, using media integration as a link, and work together to tell the story of cultural tourism development in the Wuhan metropolitan area.
This festival will link up cultural tourism resources from outside the province. Changsha, Hunan, and Qingyuan, Guangdong will carry out city cultural tourism promotions on-site, and work together across regions to expand the pattern of cultural tourism linkage. Xianning simultaneously launched the "hot spring + skiing" autumn and winter special cultural tourism combination, unlocking a new autumn and winter vacation experience that interweaves cold and warm.
