One of China’s leading tourism cities, Chengdu in Sichuan province, won high praise from the country’s national tourism board.

"Sichuan experiences should be carefully summarized and be promoted to the world. These are our contributions to the world,” said Shao Qiwei, chairman of the China National Tourism Administration, about the “Sichuan experiences” of Chengdu.

It has been three years since a deadly magnitude 8.0 Wenchuan earthquake made piles of rubble of homes and tourism facilities and businesses. Post-quake efforts in Chengdu have led to results officials call outstanding, and also provided Chengdu the experience to sustain greater growth during the 12th Five-Year Program.

In 2010, the aggregate income of Chengdu’s tourism more than doubled (2.1 times) to reach 60.387 billion yuan, compared to 2005 numbers. Tourism foreign exchange earnings increased by 1.6 times to reached 289 million dollars, and inbound tourist numbers were 1.6 times higher compared to 2005.

Chengdu has been selected as a national pilot city for comprehensive tourism reform. Chengdu is actively building a western-central integrated transportation hub as part of that reform.

During the next five years, Chengdu’s tourism industry has established ambitious goals. “In 2015, Chengdu will host 1.5 million inbound travelers, with an annual average growth of 13.5 percent. And aggregate tourism revenues will reach 150 billion yuan, with an annual average growth of 20 percent,” an official said.

A swift recovery

Following the earthquake in May 2008, The Chengdu municipal committee of the CPC and Chengdu municipal government swiftly initiated recovery and reconstruction plans for its battered tourism sector. The committees compiled a Chengdu Tourism Post-Wenchuan Earthquake Reconstruction Plan, which proposed “initiation in one year, rejuvenation in two years, and prosperity in three years”.

Foreign travelers, cultural celebrities and Chengdu residents came together for a tourism industry ceremony June 14, 2008, just one month after the earthquake. Participants celebrated the opening of Kuan Alley and Zhai Alley, which were built with an enormous investment by Chengdu Culture & Tourism Development Group Co Ltd. In the tourism street’s first month, the daily turnover surpassed 1 million yuan, and more than 60 tour groups and 1 million tourists from many parts of the country and the world visited the attraction.

Chengdu carried out an aggressive publicity and promotion campaign to develop domestic and international tourism and promote more tourism-related spending. , By May 2009, 23 A-level tourist facilities had been opened to the public, and reconstruction had been completed on tourism-related infrastructure, including highways, railways, airlines and communications.

Chengdu introduced a “Chengdu is still beautiful” campaign and in May 2009 introduced 20 million “Panda Tourist Cards”. Tourists carrying the cards enjoyed free tickets to visit Chengdu’s 11 State-owned scenic spots. The campaign won praise from officials at the provincial and national level. Two years later, on March 27, 2011, a new edition of the Panda Card was released. Now tourists can also enjoy discounts at hotels, and restaurants.

Dujiangyan city, the “back garden” of Chengdu tourism, was severely damaged in the earthquake. It was rebuilt in three years, and its managers are aiming to make it an “international tourism destination”. Erwang Temple, Laojun Pavilion, and Qingxi Garden have been rebuilt and opened to the public. The main work on Yulei Pavilion has been completed.

Construction is complete on the new Qingcheng Mountain Digitalized Information & Intelligent Network Administrative Center and Tourist Center. The basic work for the establishment of Hongkou 4A scenic spot has been completed. In 2010, Dujiangyan welcomed 11.4 million tourists and reported tourism revenues of 5.09 billion yuan. Meanwhile, 100,000 netizens participated in a special “Chengdu” event to celebrate the city’s tourist attractions.

A bright future

Chengdu’s 12th Five-Year Program of tourism will implement a transportation and brand development strategy.

In late 2010, Chengdu was recognized as a national pilot city for tourism reform. On Feb 23, tourist officials met at the city’s Chengdu High-Tech Zone. Chengdu Deputy Mayor Wangle Zhonglin presented a blueprint that included efforts to attract more investments in tourism, and also promote industrial integration and development.

The Chengdu Tourism 12th Five-Year Program lists goals of 1 billion yuan in tourism revenues, a support system of multiple, surrounding cities and the development of several new industries. During the next five years, Chengdu will highlight its tourist pattern of “one district plus two belts” by building an Urban Recreational Tourist Area, Longmen Mountain Ecotourism Belt and Longquan Mountain Ecotourism Belt.

Innovation in tourism

In 2010, a committee called Longmen Mountain Ecotourism Comprehensive Functional Districts Planning outlined plans for seven districts surrounding Chengdu. Bailu town’s “Chinese-French Taste Town”, which is located in the Qianjiang River Valley, is among the 17 key projects to be planned and constructed.

Bailu’s “Chinese-French Taste Town” was built with a 31 million yuan investment and opened in March. It reflects French-style architecture against a rural setting of large stretches of purple lavender. The Bailu Shangshu Monastery which had collapsed in the earthquake, will be rebuilt on its original site with support from the State Administration of Cultural Heritage. “Bailu will become the largest French-style photo-taking site in Sichuan,” a staff member from the Pengzhou Tourism Bureau said.

Chengdu will build the Longmen Mountain and Longquan Mountain Ecotourism Comprehensive Functional Districts ion line with its “one district plus two belts” approach. The Longmen Mountain Ecotourism Belt and Longquan Mountain Ecotourism Belt will be built in the district.

Relying mainly on Longmen Mountain Hotspring Tourist Resort, Chengdu will build a hot springs tourism facility that focuses on rest, relaxation, rehabilitation and recuperation. Chengdu already has gourmet streets, but will examine planning and packaging for gourmet and catering products.

With use of a Clients Relation Management (CRM) system, Chengdu is building an inbound tourists service data base and archives. With the data base, tourism officials can offer personalized service and establish frequent interaction with tourists through emails, direct mail and tourism forums. Organizers said the goal is to welcome life-time clients. . Chengdu Culture & Tourism Development Group Co Ltd is playing an increasingly important role in the development of the tourist industry of Sichuan province. Chengdu also will encourage large-scale tourism enterprises to introduce domestic and international strategic investment partners, international tourism operators and brand hotel management companies to the city.