On the afternoon of May 17, the Jiangsu provincial branch event for the 2026 “5·19 China Tourism Day”, jointly hosted by the Jiangsu Provincial Department of Culture and Tourism and the Suqian Municipal People’s Government, was held in Suqian, hometown of Xiang Yu (a Chinese general and leader of the rebel forces that overthrew the Qin dynasty).

Centered on the theme “Enjoy High-Quality Tourism”, Jiangsu Provincial Department of Culture and Tourism joined hands with all 13 prefecture-level cities across the province to launch a series of premium tourism products, signature events, and effective initiatives. More than 1,500 summer cultural and tourism activities and over 1,000 consumer-friendly measures were introduced to encourage travel across Jiangsu, promote responsible tourism, and further enhance the “Charm of Jiangsu” brand.

At the event, Jiangsu Writers Association unveiled the “Travel Jiangsu Through Literary Classics” activity, linking the province’s iconic cultural and tourism landmarks through renowned literary works. Meanwhile, cultural and tourism authorities from Shanghai, Jiangsu, Zhejiang, and Anhui jointly launched the “High-Speed Rail Towns: Discover Hidden Gems” initiative, featuring 100 high-speed rail tourism towns and 40 curated travel routes designed to provide seamless, one-stop travel experiences. The event also featured the awarding of plaques to 11 overseas and foreign-related tourism promotion centers established by the Jiangsu Provincial Department of Culture and Tourism. Covering key international markets including Europe, the Americas, Southeast Asia, Japan, the ROK, and the Middle East, these centers will help bring Jiangsu’s rich cultural and tourism resources directly to overseas audiences.

Emphasizing that quality is the lifeline of the tourism industry, organizers also launched the province-wide “Charm of Jiangsu with Quality Life” service enhancement campaign for high-star-rated tourist hotels. Certificates were presented to representatives of nationally accredited top-level tour guides as well as Grade A and Grade B tourist inns, further promoting service excellence through benchmark examples. Amid the growing popularity of the 2026 Suchao (Jiangsu Football City League) games, the Provincial Department of Culture and Tourism, together with Douyin (Chinese TikTok) and local cultural and tourism authorities, launched the “Follow Suchao to Explore Jiangsu, Weekend Travel Exchange” initiative, which aims to promote inter-city tourism and weekend travel while further integrating culture, sports, commerce, and tourism.