According to reports, Yichang established the brand theme image of "Fall in Love with Yichang" in 2012. The "Fall in Love with Yichang" brand was formed based on a comprehensive assessment of Yichang’s tourism resources and years of development leading to a higher level of resource utilization. On one hand, "Fall in Love with Yichang" conveys the emotional appeal of Yichang tourism, representing an upgrade from resource-based marketing to emotion-driven marketing. This "Love Letter to Yichang" further deepens and extends the "Fall in Love with Yichang" brand. On the other hand, Yichang boasts rich tourism resources and high-end tourism quality: the majestic Three Gorges, the picturesque Qingjiang River; towering gorges giving rise to serene lakes, with homes nestled deep within; Qu Yuan questioning the heavens, Wang Zhaojun washing silk by the river, and Guan Yu standing heroically with his saber drawn; mountain songs, wedding lamentations, and the heartfelt sounds of gorge boatmen’s chants that move people everywhere... These beautiful tourism resources ensure that every visitor will fall deeply in love with Yichang upon arrival.
The establishment of the "Fall in Love with Yichang" brand image has led to rapid development in Yichang’s tourism industry. In the first quarter of this year, the city received a total of 8.583 million domestic and international tourists, generating total tourism revenue of 6.39 billion yuan, representing year-on-year increases of 25.3% and 30.4% respectively. During the three-day Qingming holiday, the city welcomed 1.3815 million visitors, with total revenue of 647 million yuan, showing increases of 25.3% and 31.8% respectively, marking a strong start for the year’s tourism industry development.