Greater Zhangjiajie alliance launches new inbound tourism itineraries

Five cities and prefectures in Hunan province launched the Greater Zhangjiajie International Tourism Area Alliance over the weekend, unveiling a series of curated travel routes designed for overseas visitors.

International guests visit local scenic areas during the 2026 Hunan International Cultural Tourism Festival in Xiangxi Tujia and Miao autonomous prefecture in Hunan province, over the recent weekend. (Photo: China Daily)

The alliance, which includes Zhangjiajie, Huaihua, Shaoyang, Changde and the Xiangxi Tujia and Miao autonomous prefecture, was officially inaugurated on Friday during the opening ceremony of the 2026 Hunan International Cultural Tourism Festival in Furong township in Xiangxi.

Hunan approved an action plan for developing the Greater Zhangjiajie International Tourism Area in January. By integrating tourism resources across the five zones, the project aims to leverage Zhangjiajie's international reputation to benefit the entire region.

The alliance seeks to transcend administrative boundaries and connect scattered attractions into a cohesive, world-class destination. City representatives said that joint efforts will focus on developing cross-border travel routes tailored to international visitors, improving inbound services and connecting with global travel channels.

International guests visited local scenic areas during the 2026 Hunan International Cultural Tourism Festival in Xiangxi Tujia and Miao autonomous prefecture in Hunan province, over the recent weekend. (Photo: China Daily)

The second set of premium inbound travel routes for the Greater Zhangjiajie International Tourism Area was also unveiled during the ceremony. These routes combine natural wonders, intangible cultural heritage resources, historical sites and eco-wellness experiences across the region. They will soon be available on major international travel platforms.

Xiangxi has experienced rapid growth in inbound tourism in recent years, supported by its ethnic cultural resources and enhanced international services. It welcomed 335,700 inbound visitors last year, generating $130 million in revenue. Travel platform Ctrip indicates that bookings for Xiangxi inbound travel surged 239 percent year-on-year in the first half of this year, with notable growth from markets such as Spain, Italy, Russia and the United States.