This year, North China's Shanxi province has focused on becoming an internationally renowned cultural tourism destination. Efforts have been made in scenic spot development, brand building, creative marketing, and integrating different business formats.

Shanxi has cultivated and developed eight national and 29 provincial-level nighttime cultural tourism consumption clusters and five national and 24 provincial-level tourism leisure streets. These clusters and streets are leading examples of the aggregation of consumption formats, meeting the people's growing demand for a better life.

Riding the wave of the domestic game Black Myth: Wukong, a new "game + cultural tourism" marketing model has been introduced. This innovative approach has attracted influencers and media bloggers to promote Shanxi, drawing tourists to explore the province's ancient architecture.

Shanxi has launched creative cultural products such as the Xuankong Temple fridge magnets and Jinci Temple Dragon souvenirs. These products have propelled the "Travel with Wukong in Shanxi" campaign and cultivated a new mode of cultural tourism development.

The province is also vigorously developing rural tourism and the homestay industry to create a new business format. For instance, Trip Group Holiday Farm (Ruicheng Yellow River Bay Joint Venture) is the country's first Yellow River-themed holiday farm. It features 28 spacious rooms, a children's playground, an infinity pool, and other facilities, offering visitors a unique Yellow River leisure experience.

Based on the full connectivity of the "Three No 1 Tourism Highways", Shanxi will accelerate the improvement of supporting facilities, enrich cultural tourism formats, and enhance services, continually boosting the province's brand recognition.