Shangrao’s Culture and Tourism in Jiangxi Province, Has Gone Viral !江西上饶文旅火"出圈"

"Going Out, Bringing In"

"走出去，引进来"

The Cultural and Toursim achievements of Shangrao in Jiangxi Province, have drawn widespread attention. Strategically located where four provinces meet (Jiangxi, Zhejiang, Fujian, Anhui), Shangrao has long been known as ”the First Gateway ” and "Thoroughfare of Four Provinces." Shangrao is endowed by nature with a stunning diversity of lanscapes.

上饶市在文旅发展方面的成果引发广泛关注。地处赣浙闽皖四省交界的上饶，自古便有”豫章第一门“和“四省通衢”的美誉，大自然赋予了这里令人赞叹的景观多样性。

This region boasts exceptional landscape diversity： Mount Sanqingshan's stunning peaks to the east; Poyang Lake, China's largest freshwater lake, to the west; Wuyishan National Park ("Roof of East China") to the south; Wuyuan, the "China's Most Beautiful Countryside," to the north; and Guifeng (Tortoise Peak), famed for its unique Danxia landform, at its heart.

* Sanqingshan: Renowned for its "Four Wonders" – bizarre peaks, sea of clouds, ancient flora, and cascading waterfalls – blending the grandeur of Tai, the uniqueness of Huang, and the precipitousness of Hua mountains.

* Guifeng: Its distinctive turtle-shaped rock formations and rich culture made it a top recommendation by figures like travel sage Xu Xiake and featured in the classic "Journey to the West."

* Wuyuan: Huangling's iconic "sun-drying autumn harvests" represent a quintessential symbol of Chinese rural aesthetics.

这里处处是美景：东面有以“奇峰怪石、云海雾涛、古树名花、流泉飞瀑”四绝著称的三清山；西面是中国最大淡水湖鄱阳湖；南面有国家公园武夷山，其最高峰为“华东屋脊”黄岗山；北面是“中国最美乡村”婺源；中部则有中国最奇特丹霞地貌龟峰，以“无山不龟，无石不龟”的自然景观和深厚文化底蕴闻名。

Huangling Scenic Area 篁岭景区

Magnificent Landscapes Drive Tourism Growth
Shangrao's natural beauty has drawn massive visitor numbers:

-200,000+ inbound tourists annually.

-300,000+ art students and 500,000+ photographers for creative inspiration.

-2 million+ educational tourists and 10 million+ sports enthusiasts.From January to June 2025’s, inbound tourists reached 201,500 (up 19.3% Year-on-Year), with tourism foreign exchange revenue hitting 212 million yuan (up 18.9% Year -on -Year ).

上饶的绝美山水吸引力巨大。一组数据显示，上饶市每年吸引入境游客20多万人次、写生大军30多万人次、摄影人士50多万人次、研学游客200多万人次、体育爱好者1000多万人次前来旅游消费。今年1月 - 6月，上饶市接待入境游客已达到20.15万人，同比增长19.3%；实现旅游外汇收入2.12亿元，同比增长18.9%。

Strategic Initiatives to Boost Tourism：To enhance its global appeal, Shangrao has implemented "Inbound Tourism Premium Routes": Collaborating with Jiangxi Provincial Department of Culture and Tourism to promote overseas campaigns like "Magnificent Shangrao, Serene Nature."

为进一步推动文旅发展，上饶深入推进“引客入饶”，打造一批有影响力的入境游精品线路，联合江西省文化和旅游厅开展“大美上饶·自在山水”海外文旅宣传，精心举办各类旅游推介活动。

In contrast to other cities, Wangxian Valley, featuring "Xianxia World" and cliff-side accommodations, garnered 10 million+ global views. After being endorsed by Foreign Ministry Spokesperson Mao Ning on social media in April, it attracted significant international attention.

值得一提的是，望仙谷景区凭借“仙侠世界”“悬崖民宿”等独特IP吸引海内外流量超千万，4月23日经外交部发言人毛宁在海外社交平台点赞后，更引得海外游客热情关注。

Cultural Heritage Experiences

非遗文化与传承

Shangrao's cultural tourism has become a global highlight.

在文旅融合方面，上饶也成果斐然,正成为上饶文化出海的亮丽名片。

Huangling 5A Scenic Area: Its "Sun-Drying" agricultural practice recognized as intangible culture heritage, where earned a 5A rating, with scenes featured on international media.

篁岭景区凭借“晒秋”民俗和梯田景观跻身国家5A级景区，“晒秋”场景多次登上国际媒体。

Yiyang Opera Performance Center: Visitors participate to interactive performances, to learn high-pitched opera singing .meanwhile, Local artists integrating traditional opera elements into public MORDERN dancing.

在弋阳腔展演中心，游客可穿上戏服学习高腔演唱；弋阳腔艺术保护中心还将弋阳腔戏曲音乐元素和戏曲动作融入现代广场舞。

Handmade Jiulu oil-paper umbrellas and Lianshan "Lian Si" paper (a national ICH). Tea-making workshops at Wuyi Mountain and craft sessions at Cha Ji Winery.

此外，游客还能在铅山连四纸基地触摸国家级非遗纸张，在查记酒坊闻酒香，看甲路油纸伞匠人制作，学武夷山茶农制茶技艺，在婺源篁岭亲手在油纸伞上绘画。

Cultural Integration and Innovation

文旅创新与融合

Cross-Sector Collaborations, Shangrao has developed niche tourism products:

-Red Culture Tourism: The "Shangrao Concentration Camp—Revolutionary Sites" route.

-Classical Cultural Heritage: The " Ehu Academy—Ge Cun Village" ancient culture route.

-Ecological Exploration: The "Sanqing Geopark Geological Museum— Shenxian Valley" green route.

上饶还发力“文旅 + 研学”“文旅 + 体育”。截至目前，已打造“上饶集中营—革命旧址”红色线路、“鹅湖书院—葛仙村研学基地”古色线路、“三清山地质博物馆—三清山神仙谷研学基地”绿色线路等一批精品研学线路。

In early 2025’s, High-profile events like Hong Kong celebrity football match, boosted local Sport Tourism.

今年初，中国香港明星足球队赴上饶展演竞赛，助推上饶文旅引爆流量。

The "iron fireworks" (Da Tiehua) performance at Wunvzhou Scenic Area has attracted numerous tourists.婺女洲景区的“打铁花”表演吸引了众多游客

Visionary Leadership

政府领导的远见卓识

During the 2025 National People's Congress, Mayor Qiu Xiangjun emphasized Shangrao's commitment to making tourism the "primary driver for boosting consumption", leveraging its resources to "build a world-class tourist destination."

2025年全国两会期间，上饶市市长邱向军表示，上饶将把文旅产业作为提振消费的主抓手，依托丰富的旅游资源，以聚人气为目标，以提品质为牵引，以优服务为根本，致力打造世界级旅游目的地。

The city has already been honored as "China's Most Desirable Destination for Beautiful China" (2023) and "China's Model City for Cultural-Tourism Integration." Through ongoing projects, Shangrao is steadily advancing toward its global tourism goals.

上饶先后获评2023年美丽中国首选目的地、中国文旅融合创新典范城市，正通过一个个文旅项目，向“打造世界级旅游目的地”更进一步。

Guifeng Scenic Area 龟峰风景名胜区

编辑/翻译：兰林怿