Located about an hour’s drive from downtown Chongqing, Nanchuan district is leveraging its UNESCO World Heritage resources to fuel tourism and economic growth.
Home to Jinfo Mountain, the municipality’s only UNESCO World Natural Heritage site, Nanchuan district has recorded steady growth in its cultural and tourism sectors. Over the past three years, the district’s cultural industry has grown at an average annual rate of 3.4%, while tourism has expanded by 5.2% annually. Together, the cultural and tourism sectors now contribute 8.9% of the local economy.
Jinfo Mountain, which resembles a golden Buddha when illuminated at sunset, in Chongqing. [Photo provided to China.org.cn]
With a 95% forest coverage rate, Jinfo Mountain is at the heart of Nanchuan’s tourism strategy. Infrastructure projects, including the North Slope cableway, have helped turn half-day visits into overnight and multi-day trips. The district has also expanded its tourism offerings with cave exploration, forest hiking and nature education programs, while promoting locally made specialty products.
Beyond the mountain, Nanchuan has created the Greater Jinfo Mountain 178 Scenic Drive, a circular route linking scenic countryside, traditional villages and major attractions. All 122 homestays and 126 campsites in the district are now managed through a digital platform, allowing visitors to book online. Environmental initiatives such as “Leave No Trace Camping” have also been introduced to promote sustainable tourism while improving rural living conditions.
Ancient azaleas in full bloom on Jinfo Mountain in Chongqing. [Photo provided to China.org.cn]
To enrich the visitor experience, Nanchuan has launched a range of immersive cultural performances and sporting events. Its “Nanchuan: Flowers Under the Full Moon” program attracted 240,000 visitors in just two weeks. Meanwhile, the district is utilizing its mountain forests and karst landscape to develop its health and wellness industry, laying out five health and wellness tourism zones.
Festivals and cultural events have boosted sales of local agricultural specialties, while cultural and creative products, including the “Five Treasures of Jinfo Mountain” series, now generate annual sales of 10 million yuan (around $1.5 million).
A traditional village nestled amid the forested landscape of Jinfo Mountain in Chongqing. [Photo provided to China.org.cn]
Today, the cultural and tourism sector directly employs about 63,000 people in Nanchuan, meaning almost one in every five urban workers is employed in a culture and tourism-related industry.
Looking ahead, Nanchuan plans to further promote its international tourism brand “Jinfo Mountain: A World Heritage Wonder” as it accelerates its development into a leading national cultural and tourism district.