Majestic Qinling builds its mighty passes, while rivers of Chu stretch for miles; graceful ladies exude charm, their laughter echoing through Shangshan. Recently, the square in front of the Visitor Service Center at Niu’béliang National Forest Park in Zhashui County was decked out in festive finery, brimming with a jubilant and harmonious atmosphere. Themed “The Most Beautiful Qinling Is Shangluo • Beautiful China, Let’s Go!” the 2015 Qinling Ecotourism Festival kicked off here. Guided by the Asia-Pacific Tourism Association, the China International General Outdoor Industry Association, Beijing Green Cross Institution, and Dejianjie Global Consulting Group, the festival was co-hosted by the Shaanxi Provincial Tourism Bureau and the Shangluo Municipal People’s Government, and organized by the Shangluo Municipal Tourism Bureau, the Zhashui County People’s Government, and Niu’béliang National Forest Park. Attendees included Li Wuwei, Vice Chairman of the 11th National Committee of the Chinese People’s Political Consultative Conference, Li Xiaodong, Vice Chairman of the Shaanxi Provincial CPPCC, Yang Zhongwu, Director of the Shaanxi Provincial Tourism Bureau, Hu Runze, Secretary of the Municipal Party Committee, Chen Jun, Mayor of the Municipal Government, Wang Jiaxun, Chairman of the Municipal CPPCC, Zhou Dexi, Standing Committee Member and Head of the Organization Department, Lin Luyin, Deputy Director of the Municipal People’s Congress, Wang Yong, Deputy Mayor of the Municipal Government, Xiong Daoyu, Vice Chairman of the Municipal CPPCC, along with leaders from all counties and districts in Shangluo. The opening ceremony also drew attention from 40 travel agencies from within and outside the province, over 10 tourist attractions, 20 tourism investment enterprises, as well as more than 50 media outlets including Travel Satellite TV, People's Daily Online, Tencent, Xinhua Net, and China Tourism News.
Highlight Five: Focus on Impact Over Form
This edition of the Qinling Ecotourism Festival adheres to the concepts of ecological civilization and the construction of a “Beautiful China,” integrating promotion, exhibition, ecology, dialogue, and investment attraction. It highlights the ecological theme and upholds national-level, professional standards along with a coordinated mechanism between city and county levels. According to Jia Yunfeng, the chief planner of the opening ceremony, expert of the World Tourism Organization, and President of Dejianjie Global Consulting Group, the festival focuses on diverse formats, novel content, distinctive features, strong experiential value, and high cultural taste, placing greater emphasis on practicality and frugality. At the opening ceremony, ten series of activities hosted by various counties and districts were unveiled, along with a range of tourism benefit initiatives, reflecting the approach of sharing the fruits of building a Happy Shangluo with the entire populace.