The 2026 Shanxi Cultural Tourism Brand Innovation Experience Carnival, along with the Jinzhong Summer Cultural Tourism Promotion Event, commenced on July 10 at Xingguo Temple in the ancient city of Pingyao. Running until July 19, the event caters to the travel interests of younger generations by making the province's rich culture "tangible, playable, and shareable".

Parades in Pingyao Ancient City attract large crowds. [Photo/Shanxi Economic Daily]

Jinzhong, the host city, has launched its summer cultural tourism promotions, blending its historical sites, such as Pingyao Ancient City and Qiao Family Courtyard, with the scenic beauty of the Taihang Mountains and local cuisine, and offering three premium tourism routes: traditional cultural study tours, Taihang Mountain sightseeing, and culinary leisure vacations.

The highlight of the event is its immersive creative scenarios. The Shanxi National Treasure Troupe, featuring figures from the Yongle Palace murals, Jinci Temple maidens, poet Wang Wei, and Shanxi merchants, parade through the streets, interacting with visitors. The parades, themed around elements such as the Foguang Temple's dougong (bracket sets) and Shanxi merchants' abacuses, provide engaging explanations that spread knowledge of ancient architecture and merchant culture.

The "Jinyun New Sound" stage will regularly feature Jin Opera and traditional Chinese performances, while the "Flower Young Market" combines new-style tea drinks and intangible cultural heritage crafts. 

This event aims to invigorate Shanxi's millennia-old cultural heritage using contemporary expressions, continuously boosting the province's appeal.