Numerous leaders attended the launch ceremony
The 2nd "Beautiful Jiangsu, Longevity Rugao" Tourism and Culture Festival was organized to consolidate the achievements of the first edition in 2012, further establish Rugao’s tourism festival brand, and align with Jiangsu Province’s "Beautiful Jiangsu, Happy Journey" campaign. The event aimed to showcase Rugao’s charm and quality as an Outstanding Tourism City in China, enhancing its visibility and reputation. During the launch, the city hosted a series of activities, including exhibitions of Rugao’s distinctive tourism products, a tourism knowledge quiz with prizes, performances of local cultural arts, and a special lecture on longevity and wellness culture.
On the evening of the launch, the premiere of China’s first detective mystery tourism microfilm, *Detective Rugao*, was also held. The film weaves together the investigative techniques of Li Changyu, a "modern-day Sherlock Holmes" born in Rugao, using them as a narrative thread. It incorporates trendy cinematic elements such as suspense, action, time-travel, and romance. Through eight unique perspectives — including "viewing standing up" and "viewing while bending over" — the film explores various facets of Rugao, the "World’s Longevity Township," such as its longevity culture, floral arts and potted plants, human history, longevity cuisine, folk customs, artisan crafts, and economic development. It unveils Rugao’s rich tourism resources and comprehensively promotes the destination. *The ‘Divine’ Detective Rugao* is another highlight following the country’s first urban tourism microblog collection, *Micro Breeze in All Directions – Longevity Rugao*. It serves as yet another calling card for Rugao tourism and will be a fine souvenir for visitors.
Launch ceremony attracts widespread attention
In 2012, the city hosted the 1st "Beautiful Jiangsu, Longevity Rugao" Tourism and Culture Festival, achieving remarkable results. It produced China’s first urban tourism microblog collection, *Micro Breeze in All Directions – Longevity Rugao*, and creatively launched the collection aboard the luxury cruise ship "Jade Princess" on Shanghai’s Huangpu River, rapidly boosting Rugao’s tourism appeal. The 8th (Longevity Cup) International Health and Wellness Culinary Competition was also held, attracting cooking experts and contestants from over 20 countries and regions to the Longevity Township, further enhancing Rugao’s global influence.
In recent years, the Rugao Municipal Party Committee and Municipal Government have consistently prioritized the development of tourism — a sunrise industry, green industry, and livelihood-boosting sector. They have continuously increased funding, accelerated resource development, and strengthened promotional efforts, effectively tapping into and developing Rugao’s abundant tourism resources. In 2012, the city received 5.016 million tourists and generated 6.02 billion yuan in comprehensive tourism revenue. In the first quarter of this year, it welcomed 1.558 million visitors. Rugao now boasts two national 4A-level scenic spots, four 3A-level scenic spots, one provincial four-star rural tourism destination, two provincial three-star rural tourism destinations, and two self-drive tourism bases. It has the highest number and the highest-tier A-level scenic spots among all counties (cities) in the Nantong region. Through sustained efforts, Rugao has built four key tourism brands — "World’s Longevity and Wellness Destination," "China’s Capital of Floral Arts and Potted Plants," "Cradle of East China’s Red Revolution," and "Historic and Cultural City of Jiangsu" — which have gained significant influence in the Yangtze River Delta tourism market centered around Shanghai. The city brand "World’s Longevity Township, Water-Painted Golden Rugao" has rapidly risen in prominence. Key tourism routes such as "Ancient City Culture Tour," "Longevity Wellness Tour," "Rural Vacation Tour," "Red Memorial Tour," "Port and New City Tour," and "Industrial Enterprise Tour" have become popular options.