Golden autumn in October brings crisp air, fragrant osmanthus blossoms, and the 65th anniversary of our great nation. A rich array of festive activities and favorable weather have made this National Day even more vibrant. Prior to the holiday, a tourism promotion and experience tour of Baoji, jointly organized by the Publicity Department of the Baoji Municipal Committee and the Baoji Cultural Relics and Tourism Bureau, also significantly boosted the city’s visibility and reputation. The slogan “Come to China’s cleanest city, taste its most authentic cuisine” went viral almost overnight. Tourists from both near and far flocked to Baoji to savor its finest dishes, admire its breathtaking natural scenery, and immerse themselves in its profound historical and cultural heritage. With surging public enthusiasm for travel, Baoji’s tourism industry reaped remarkable rewards, and related sectors such as food, accommodation, transportation, attractions, shopping, and entertainment all enjoyed substantial income. According to statistics, the city received a total of 2.4603 million domestic and international tourists, generating total tourism revenue of 1.223 billion yuan, representing year-on-year increases of 18.5% and 20.3%, respectively.
Baoji’s Scenic Spots Are Crowded with Visitors
Baoji Boasts picturesque Landscapes
I. Strong Leadership Emphasized to Ensure a Favorable Tourism Environment
In mid-September, the municipal government issued the “Notice on Carrying Out Law Enforcement Inspections During the 2014 National Day Golden Week,” establishing a comprehensive inspection plan for the tourism market and safety measures. Preparations for holiday tourism operations were initiated early. Gex Junqi, Deputy Secretary-General of the municipal government, led inspections across high-tech zones, Qianyang County, and Long County, assessing Golden Week readiness, tourism safety, and market order. Counties (districts) and relevant municipal departments conducted specialized inspections and joint enforcement efforts to ensure tourism safety and comprehensive market regulation, promptly eliminating potential risks and fostering a positive tourism market environment. On September 27–28, a joint provincial and municipal law enforcement inspection team conducted another round of spot checks on holiday tourism preparations. During the holiday, the city and county-level holiday tourism command centers operated 24/7, with smooth functioning in market inspections, information forecasts, statistical reporting, market monitoring, emergency rescue, and command coordination. The overall Golden Week tourism market ran safely and steadily, with orderly leisure activities, continuously improving service quality, high visitor satisfaction, and no major tourism complaints or safety incidents—truly achieving the “four unities” of safety, order, quality, and efficiency.
II. Key Scenic Areas Continued to Overflow, Setting New Records
During the holiday, key tourist destinations such as Famen Temple, China Ritual Music City, and the Bronze Ware Museum were bustling with vehicles and visitors. Tourist volumes and overall tourism revenue saw significant increases across counties and districts, driving a booming holiday economy. The Bronze Ware Museum attracted numerous out-of-town visitors, receiving 120,000 guests during the break. To manage the overflow, management implemented crowd diversion and extended opening hours to ensure safe and orderly visits. Across the city, 32 scenic spots welcomed a total of 862,000 visitors, generating ticket revenue of 51.1712 million yuan, reflecting year-on-year growth of 19.6% and 21.3%, respectively. Among the key monitored sites by the provincial tourism bureau, the 4A-rated Famen Temple received 146,900 visitors with 15.69 million yuan in ticket sales; the 4A-rated Taibai Mountain National Forest Park hosted 69,900 visitors, earning 8.334 million yuan; the 4A-rated Zhougong Temple welcomed 62,100 guests, generating 3.103 million yuan; and the 3A-rated Fishing Terrace attracted 13,850 visitors, with ticket revenue of 545,600 yuan.
III. Cultural Tourism Closely Integrated, Festival Events Thrived
Throughout the Golden Week, counties and scenic areas launched diverse cultural and entertainment programs, enriching local holiday life and offering visitors a rich cultural feast. These experiences allowed tourists to deeply engage with Baoji’s unique charm. The Famen Temple Cultural Scenic Area hosted a series of events under the theme “Celebrate National Day in Unison – Explore the Splendor of Autumn at Famen,” including the “Pure Mind, Wise Words” – Famen Ten Thousand People Sutra Copying Blessing Exhibition and the “Journey Through a Thousand-Year Temple – Discover Tang Dynasty Treasures” treasure hunt. These cultural highlights allowed visitors to explore the profound Buddhist heritage of Famen Temple. The Zhougong Temple Scenic Area Management Committee in Qishan County organized a “Impressions of Zhougong Temple” photography exhibition, an archaeological exhibition of Phoenix Mountain ruins, and an autumn chrysanthemum display, drawing continuous crowds with keen interest. Over the holiday, Qishan County received 229,600 visitors, achieving 172 million yuan in comprehensive income, marking year-on-year growth of 13.7% and 14.1%, respectively. The Huangbaiyuan Scenic Area featured activities such as cloud-watching at Dalinzi and chestnut & kiwi picking experiences. Tai Bai County hosted 72,100 visitors, generating 51.2 million yuan in comprehensive income, reflecting increases of 16.17% and 35.22%, respectively.
IV. Self-Drive and Independent Travel Surge, Diversifying Travel Methods
Benefiting from favorable weather, toll-free highways for small vehicles, and reduced or waived admission fees at many attractions, self-drive tourism saw a sharp increase during the holiday. Overall, most self-drive tourists came from nearby cities such as Sichuan, Gansu, and Xi’an. Famen Temple, Honghe Valley, Jialing River Source, Dasanguan Pass, Tongtian River, Guanshan, Feng County, and Taibai remained popular destinations, with over 80% of travelers being independent or self-drive tourists—making self-drive tourism a dominant force in the city’s holiday market. Feng County organized more than 10 events, including an Autumn Leaves Festival, a self-drive exploration titled “Marvel at Industrial Wonders, Discover Ancient Qiang Ruins,” and a 10,000-person fishing competition along the Jialing River. These engaging activities attracted numerous domestic and regional tourists. The influx of self-drive visitors helped push the occupancy rate of the city’s star-rated hotels to 90%. Restaurants and hotels enjoyed brisk business, operating at full capacity daily, with significant growth in food and beverage revenue.
V. Rural and Folk Tourism Offer Unique Experiences, Maintaining Visitor Enthusiasm
In recent years, rural and folk tourism in the city has gained strong market traction as a complementary offering to traditional tourism products. During the holiday, large numbers of tourists opted to explore countryside landscapes, enjoy farm-style hospitality, and experience eco-leisure. Qishan’s renowned local specialty, Qishan Saozi Noodles, drew crowds to its folk villages, where guesthouses welcomed 142,000 visitors during the break, generating 106 million yuan in comprehensive income—an increase of 13.9% and 14.3% year-on-year. Fengxiang County’s Liuying Village hosted a mud sculpture-making contest, allowing visitors to appreciate traditional artistry. Datianzi and Zhoujiamen folk villages also became hotspots, with Fengxiang County receiving 168,900 visitors and achieving 87.03 million yuan in comprehensive income, reflecting growth of 10% and 9%, respectively.
VI. Aggressive Promotions Launched, Stimulating the Tourism Market
Ahead of the holiday, the city launched a large-scale promotional campaign themed “Spend National Day in Baoji – Visit China’s Cleanest City, Taste Its Most Authentic Cuisine.” Print advertisements were featured in provincial outlets such as Shaanxi Daily, Huashang Daily, and Sanqin Metropolitan News. TV commercials were aired during prime time on Shaanxi TV, Xi’an TV, and regional stations across Hanzhong, Xianyang, Weinan, Yan’an, Tianshui, Longnan, Pingliang, Qingyang, Yuncheng, Sanmenxia, and Guangyuan—spanning twelve cities across five provinces. A comprehensive, multi-channel promotional push was executed. Additionally, over 5,000 copies of the “Baoji Tourism Discount Guide” were distributed to Xi’an residents. More than 20 scenic spots offered free or discounted entry and reimbursed transportation fees to attract visitors. These sustained marketing efforts enhanced the city’s tourism profile and effectively warmed up the Golden Week market.
VII. Tourism Quality Continues to Improve, Complaints Drop Significantly
With the development of the city’s tourism sector, both administrative authorities and tourism businesses have placed high importance on serving visitors with enthusiasm, quality service, and notable highlights. Before the holiday, Long County stationed personnel from public security, food and drug supervision, and pricing agencies at Guanshan Grassland to promptly address visitor concerns. Due to effective management, no complaints were received during the break. The Baoji Bronze Ware Museum deployed over 50 volunteers during National Day to provide free guided tours and amenities such as strollers and wheelchairs, creating a comfortable, quiet, and well-maintained environment for visitors to enjoy history and culture with ease.