"We have witnessed the growth in scale, structural optimization, brand-building and industrial development of Guizhou's tourism sector," says Wang Wei, senior vice-president of the group.

He notes that online tourism reception and revenue in 2025 have grown by multiples compared with pre-COVID pandemic levels, while inbound tourism has become the fastest-growing segment, with consumption growth exceeding 50 percent for two consecutive years.

At the operational level, Guizhou Tourism Industry Development Group is working to translate these advantages into immersive, high-value experiences.

"Guizhou is a park province that can be experienced with all five senses," says Yang Kun, vice-general manager of the group.

From iconic natural landmarks, Red (revolutionary) heritage sites and ethnic traditions, to the Wang Yangming Philosophy — which originated in Guizhou — and Tunpu settlements (fortified villages) from the Ming Dynasty (1368-1644), she emphasizes that the province offers experiences that go beyond sightseeing.

Themed routes spanning astronomy, geology, intangible cultural heritage and mountain adventure, as well as integrated platforms supporting long-stay tourism and community-based services will be offered, she adds.

The goal is to accelerate Guizhou's transition from a transit destination to a place for deep and sustained engagement.