Guizhou develops baijiu culture as a new driver for tourism growth

International

Sauce-aroma liquor heritage along the Chishui River evolves into an experiential travel product

China’s Guizhou Province is positioning its traditional baijiu production as a new pillar of cultural tourism. Along the Chishui River, established liquor-making regions are being combined with mountainous landscapes to create integrated travel experiences that link industry, heritage and nature.

At the center of this development is Renhuai in Zunyi City, one of the core production areas for sauce-aroma baijiu. Unique climatic conditions, water quality and a specific microbial environment support traditional brewing techniques characterized by high-temperature starter production and multiple fermentation cycles. Over time, these processes have evolved beyond manufacturing into a complex cultural system with strong tourism potential.

From production site to tourism asset

Distilleries, workshops and historic production sites along the Chishui River now form a distinctive cultural landscape. In recent years, Guizhou has actively promoted the integration of baijiu culture into tourism, while preserving traditional methods.

During the 2026 “International Cultural Tourism Experience Officers Explore Guizhou” program, international visitors explored Maotai Town, gaining insights into production processes and the cultural background of baijiu. Selected stages such as starter preparation, fermentation and distillation have been adapted for public access through museums, guided routes and viewing platforms.

Expanding the visitor experience

The tourism offering is being broadened through tastings, cultural interpretation and creative products linked to baijiu heritage. In addition, night tours, regional cuisine and themed activities are extending the visitor experience beyond daytime sightseeing.

Supported by both the natural environment of the river basin and a well-established industrial base, the region is developing a model that combines cultural immersion, leisure travel and landscape exploration.

Relevance for the travel industry

With China’s baijiu industry valued at more than 600 billion yuan and sauce-aroma varieties showing particularly strong growth, the integration of production and tourism opens new opportunities for the travel sector. As a leading production hub, Renhuai is strengthening its role as a destination while driving investment in accommodation, gastronomy and visitor infrastructure.

As this integration progresses, baijiu is increasingly presented not only as a product, but as a comprehensive cultural experience—positioning Guizhou as an emerging destination for experiential and culturally focused travel.