2014 was a year of breakthrough for Maoshan. On November 28, the 600,000 residents of Jurong received exciting news: the National Tourism Administration announced online that the Jurong Maoshan Scenic Area, along with nine other sites including Shanxi Province’s Qiao Family Compound Cultural Park and Shaanxi Province’s Famen Temple Buddhist Cultural Scenic Area, had been promoted to national 5A-level tourist attractions. The administration would soon officially confer the designation. With this, the Jurong Maoshan Scenic Area became the 18th national 5A-level attraction in Jiangsu Province and the second in Zhenjiang City.
Long hailed as the “First Blessed Land and Eighth Grotto-Heaven” and the “Number One Mountain in the South of the Yangtze,” Jurong Maoshan is one of China’s top ten Taoist mountains and one of the six major mountainous anti-Japanese bases. Within the scenic area, cultural landscapes blend seamlessly with natural scenery, while ancient heritage harmonizes with modern vibrancy. Attractions such as the Nine Heavens Wanfu Palace, Yuanchu Wan’nin Palace, Laozi Statue, New Fourth Army Memorial Hall, Victory Monument of the Southern Jiangsu Anti-Japanese Campaign, Immortal’s Cave, Happy Guests Spring, and Huayang Cave each form a picturesque scene on their own, yet together compose an exquisitely beautiful panorama. The place captivates visitors, making them linger with unforgettable memories. The marvel of “setting off firecrackers under the monument and hearing bugle calls from its top” is truly a world wonder.
Relentless Efforts Lead to Successful 5A Creation
The “5A-level” rating represents the highest tier of scenic areas—like the most dazzling jewel in tourism’s crown. Starting in 2008, Jurong launched its bid to secure the 5A designation for Maoshan. The city focused on updating tourism concepts, improving service quality, regulating tourism order, enriching cultural offerings, and expanding visitor markets to elevate the overall image and competitiveness of the Maoshan Scenic Area. Over seven years, the collective efforts of all in Jurong propelled the site steadily toward its 5A goal, transforming its appearance day by day. Through perseverance and hard work, Jurong Maoshan finally achieved the nation’s highest tourism accolade, fulfilling the long-held aspiration of its people to attain national 5A status.
In 2008, the Jurong Municipal Committee included the Maoshan 5A bid in its plenary session report. By 2009, the municipal government had established a special leadership team to advance the application. In 2013, substantial and breakthrough progress was made. That October, the scenic area scored highly in the National Tourism Administration’s resource value assessment, pushing the 5A bid into its final stage. After five phases—submission of application materials, scenic evaluation, expert undercover visits, on-site inspections, and public announcement—the 5A creation process for Jurong Maoshan Scenic Area was successfully completed.
Public involvement and universal participation were key to the scenic area’s successful bid for 5A status. The Jurong Municipal Committee and government held multiple promotional meetings, consistently prioritizing the Maoshan 5A project as a citywide focus. Senior leaders conducted special research and regular on-site office meetings to resolve challenges in rectification, mobilizing the entire city’s resources to support the bid. Extensive media campaigns were launched to foster widespread awareness and participation.
The Maoshan Management Committee strictly adhered to 5A standards by establishing an internal 5A creation office to coordinate efforts, assigning specific tasks to relevant departments. The committee held regular meetings to report progress, communicate directives, distribute task breakdowns, and motivate workers—especially frontline staff. Leaders conducted daily inspections regardless of holidays or workdays, with dedicated staff displaying tireless dedication across the site.
Leadership and expert guidance also played crucial roles. The committee invited officials and specialists from Jiangsu and Zhenjiang tourism bureaus to provide on-site advice, helping develop improvement plans that deepened the bid process. Marketing efforts were intensified, with over 40 million yuan invested annually in promotions across authoritative media like CCTV, Jiangsu TV, and Asia-Pacific TV. Visitor satisfaction surveys conducted by third-party agencies revealed a 92.3% approval rate.
Holistic Excellence Elevates Scenic Quality
To meet 5A criteria, the Maoshan Scenic Area invested nearly 1 billion yuan to enhance products and facilities, completely revitalizing its landscape. Visitors now enjoy comprehensive signage, top-tier visitor centers, smart tourism initiatives, multilingual signs in Chinese, English, Korean, and Japanese, star-rated restrooms, tidy town streets, and barrier-free access—all reflecting thoughtful care for guests.
Using the 5A bid as a catalyst, the scenic area standardized promotional signage, built a transport hub, 50 km of eco-friendly vehicle roads, 20 km of greenways, 10 km of walking trails, and 5 km of scenic avenues. Infrastructure improvements included ticketing software, fiber-optic connectivity, electronic gates, digital guides, parking systems, and a 77,000 sqm visitor center complex offering tickets, guides, digital displays, shopping, and postal services. Rest areas, viewpoints, and barrier-free paths were installed throughout, with a dedicated zone for visitors with special needs.
To upgrade hygiene, 7 million yuan was invested to design toilets blending with surroundings per 3-star tourism standards. Sanitation was improved through expanded cleaning staff, 200+ eco-friendly bins ensuring daily waste removal, and designated smoking areas. Regular food safety inspections guaranteed “safety on the tip of the tongue.”
Addressing excessive commercialization, the committee established a tertiary industry company to reclaim commercial rights, regulate vendors, and curate locally themed souvenirs. A 20,000 sqm two-phase health-product shopping street with wellness experience halls separated commerce from scenery, restoring natural serenity.
Beyond infrastructure, cultural depth was added. Taoist rituals, music, and anti-Japanese history were integrated into attractions like Dinggong and Yingu Palaces. The “miraculous bugle call” from the monument became a signature experience, embodying Maoshan’s unique cultural identity.
Shared Prosperity: Creating Dual 5A Excellence
During the 5A journey, Jurong balanced scenic enhancements with improved living standards for local residents, forging a “dual 5A” of landscape refinement and community well-being.
In May, over ten local residents near the Southern Victory Monument urged limits on midday firecrackers used to hear the legendary “Maoshan Bugle.” Though tourism revenue dipped, the committee enforced new rules: bugle-listening firecrackers allowed only 7 AM–12 PM and 2–5 PM, ignited by staff to protect residents’ rest.
The committee ensured locals shared development gains. Since 2022, 50 million yuan funded 45,000 sqm of renovated storefronts for restaurants, hotels, and shops run by residents. Wider streets, brighter shops, and orderly signage boosted business.
Mr. Xia, whose Fudi Hotel sits at a main intersection, reported booming bookings thanks to aligned planning. His integrated hospitality venue fills quickly before holidays.
Tourism transformation ultimately benefits residents. Beyond jobs from hotels and cultural exhibits, the area promotes agritourism and family-run farms. Tourism revenue funded ten Taoist-themed squares, top-tier schools, and kindergartens, letting locals share prosperity from 3.5 billion yuan in investments.
Shi Jigang, Jurong Party Standing Committee member and Maoshan Party Committee Secretary, emphasized that 5A success requires both infrastructure excellence and strong community engagement.
Targeting “China’s Premier Scenic Spot” and “China’s Top Wellness Destination,” Maoshan has consistently pursued excellence. Its 5A accolade rewards Jurong’s long-term efforts, marking a milestone in tourism history. This “golden emblem” will drive further economic growth, crafting an enduring chapter for sustainable tourism.
The radiant Jurong Maoshan Scenic Area and its warm, hospitable people sincerely welcome visitors worldwide.