Tourexpi
Sichuan Showcases ‘Sichuan Ease’ Cultural Tourism Campaign on Global Landmarks
Sichuan is extending an open invitation to global
travelers through the worldwide launch of its new cultural tourism identity, “Sichuan
Ease.” On October 17 (Beijing time), the logo and promotional video debuted
simultaneously across five international landmarks — Times Square in New York, Westfield
Shopping Centre in London, Cross Shinjuku Vision in Tokyo, Wilkie Edge in
Singapore, and MBK Center in Bangkok — captivating audiences with vivid imagery
of Sichuan’s landscapes, heritage, and modern vitality.
A logo rich in symbolism
The newly revealed “Sichuan Ease” logo draws
inspiration from ancient Chinese cloud motifs and the oracle bone script
character for “Shu,” Sichuan’s historical name. Merging the form of the giant
panda with the Tai Chi diagram, the design reflects the province’s philosophy
of harmony — a balance between leisurely living and openness to the world.
Influenced by Shu brocade, Zigong lantern art, and traditional
embroidery, the logo’s vibrant color palette captures the province’s diverse
terrain — from Danxia landforms to the Southern Sichuan Bamboo Sea — and
symbolizes the dynamic, inclusive spirit of modern Sichuan.
A journey through history and nature
The accompanying promotional video showcases Sichuan’s
most iconic destinations, including Jiuzhaigou Valley, Huanglong, Daocheng
Yading, and the Southern Sichuan Bamboo Sea. It also celebrates the province’s
ancient Shu civilization, featuring artifacts such as the Sun and Immortal
Birds gold ornament and the bronze head with gold mask from the Sanxingdui
site.
Cultural touchstones like Sichuan hotpot, opera, and brocade
craftsmanship weave tradition and modern creativity into a single narrative,
offering a multisensory glimpse into Sichuan’s rich identity.
A global invitation from the heart of China
Through this synchronized international campaign, Sichuan
positions itself as a destination of “leisurely ease and remarkable wonders.”
The province extends a warm invitation to travelers worldwide to explore its ancient
heritage, vibrant culture, and breathtaking natural landscapes — and to
experience firsthand the balance of serenity and vitality that defines the
essence of Sichuan.
Image
Credit: © Sichuan
International Communication Center
The most interesting news
Read the News
WTTC expects global travel industry to grow 1.5 times faster than the wider economy
The sector is forecast to contribute 12 trillion US dollars to the global economy in 2026 and support almost 89 million new jobs by 2036
Read the News
Lufthansa shareholders approve all agenda items at annual general meeting
More than half of the company’s share capital was represented as shareholders confirmed dividend plans and elected new Supervisory Board members
Read the News
EXPLORA III unveils Northern Europe voyages and solar eclipse experience for Summer 2026
The new LNG-powered luxury ship will sail across Northern Europe, Iceland, Greenland and North America with no repeated itineraries during its inaugural season
Read the News
Spain strengthens position as Europe’s leading high-value tourism market
Spain generated €115.1 billion in international visitor spending in 2025, outperforming the European average for spending per traveller as global tourism expenditure surpassed US$2 trillion
Read the News
Colombia tops Global Big Day bird count once again
Colombia recorded more than 1,560 bird species during the 2026 Global Big Day, reinforcing its position as the world’s most bird-diverse country
Read the News
Yas Island to become home of Sphere Abu Dhabi
Abu Dhabi will invest USD 1.7 billion in the construction of Sphere Abu Dhabi, a new immersive entertainment venue planned for Yas Island with completion targeted for 2029
Read the News
Hilton study highlights growing trend of multi-generational holidays
New research shows grandparents are becoming an increasingly important part of family travel, giving parents more downtime and children more playtime
Read the News
Taiwan ranks among top Golden Week destinations for Japanese travellers, says Agoda
Search data shows rising interest not only in Taipei, but also in Taiwan’s coastal and nature destinations
Read the News
Delta expands fast, free Delta Sync Wi-Fi across global fleet
More than 1,200 Delta aircraft now offer free Delta Sync Wi-Fi for SkyMiles Members, combining high-speed connectivity with personalized entertainment and digital travel experiences
Read the News
Spain launches €15 million support package for sustainable tourism businesses
Hotels, restaurants, campsites and other tourism businesses in Spain will benefit from a new €15 million funding programme aimed at improving energy efficiency and circular economy measures
Read the News
Delta highlights employee focus and sustainability in 2025 ‘Delta Difference’ Report
The airline points to record employee engagement, profit sharing, operational efficiency and innovation as key drivers of long-term growth
Read the News
Eurowings introduces sneakers as standard crew footwear
Eurowings cabin crews can now wear branded white sneakers as part of their uniform every day, expanding the airline’s popular “Sneaker Flydays” concept across all operations
Read the News
Emirates taps GE Aerospace for repair capabilities
The agreement will support the expansion of the Emirates Engine Maintenance Centre (EEMC)
Read the News
Six Senses Joins the UNEP and UN Tourism Recipe of Change
A living expression of the brand’s sustainable ethos and Eat With Six Senses philosophy
Read the News
In a Sea of Sameness, Kempinski Group is choosing control
Kempinski Group has announced the acquisition of the Augustine Hotel, Prague — the groups wholly owned hotel in over five decades, says Barbara Muckermann
Read the News
Raffles Hotels & Resorts to debut its first Alpine resort
Located in Courchevel 1850, the most iconic address in the French Alps
Read the News
ASTA Travel Advisor Conference 2026
May 27, 2026 - May 29, 2026, San Diego, California
Read the News
Closing the gender gap requires tackling structural barriers, improving access to opportunities, and sustained commitment
Women do most of the work in tourism, yet they remain underrepresented in leadership
Read the News
Marriott International expands portfolio in Peru through landmark conversions
The two properties in Lima are set to officially join The Ritz‑Carlton and JW Marriott brand portfolios in 2028, reflecting the city’s rise as a leading global luxury destination.
Read the News
Radisson Hotel Group expands its footprint in Dubai
Radisson Blu Hotel, Dubai Barsha Heights is a 537-room five-star city hotel in Dubai, United Arab Emirates, affiliated with Radisson Blu, part of Radisson Hotel Group.
