As one of the top ten national festival brand events, the China Qinling Ecotourism Festival has strong influence and brand appeal in China. The 2014 edition built upon its heritage while emphasizing innovation, highlighting the unique features of Qinling ecotourism. It showcased the beauty of Shangluo’s landscapes, towns, villages, and way of life, organizing a variety of novel, distinctive, participatory, and culturally rich tourism events centered around key scenic areas and beautiful Qinling villages. Greater emphasis was placed on the principle of “small events, big promotion,” and in line with the principles of thrift and pragmatism, events were planned to meet market demand and targeted different visitor groups—ensuring activities took place in every county and every month. The festival also better reflected the goal of sharing development outcomes with all citizens. Running from January through December, the festival included 18 events, specifically: the National Themed Tourism Literature Competition “Lovable Shangluo, Lovable Hometown, Lovable Shangluo People”; the Peach Blossom Valley Opening and Flower Viewing Experience in Danfeng; the China Qinling (Jinsixia) Orchid Festival; the “The Most Beautiful Qinling Is in Shangluo” Calligraphy, Painting, and Photography Exhibition; the Sohu Auto Channel “Zhashui Karst Cave Cup” Self-Drive Tour Experience; the China Qinling Tianzhu Mountain Mountain Climbing Festival; the “Explore Shangluo – Qinling Beautiful Villages” Tourism Season; the Zhashui Niubeiliang Alpine Azalea Flower Festival; the Zhen’an “Magnificent Muwang Mountain” Western Tourism Loop Motorcycling and Camping Event; the Zhen’an Tayun Mountain Taoist Cultural Experience Tour; the “Meet at Jinsixia” Motorcycle Enthusiasts Exchange Meeting between Henan, Shaanxi, and Hubei; the Shanyang Moon Cave Happiness Culture Tourism Season; the Zhashui Joyful Self-Drive Tour and Outdoor Camping “Tent Festival”; the 2014 Qinling Road Cycling Race; the Danfeng Dihua Cultural Tourism Area Opening and Folk Culture Experience; the 2014 Laojun Mountain Taoist Culture and Art Festival; the Shanyang Tianpeng Mountain Fort Scenic Area Opening Promotion; and the Shangzhou Muhuguan Ski Festival.
Shangluo currently has 43 completed and open tourist attractions, including 1 national nature reserve, 4 national 4A-level tourist attractions, 12 national 3A-level tourist attractions, 4 national forest parks, 2 national geoparks, and 3 national water conservancy scenic areas. Premium tourist destinations such as Jinsixia, Niubeiliang, Tianzhu Mountain, Muwang, Zhashui Karst Caves, Tayun Mountain, and the Danjiang River Drifting have become the most attractive tourism calling cards of the greater Qinling region. Three premium tourism routes have been carefully developed and successfully launched: the Shangdan Ecological Culture Tour, the Zhenzha Primitive Ecology Leisure Vacation Tour, and the Shangshan Green Experience Tour.
The slogan “The Most Beautiful Qinling Is in Shangluo” was awarded the title of “China Cultural Tourism Slogan That Influences the World,” and Shangluo was named the “Most Charming Tourism City” in the Shaanxi Division of the 2014 “Drunk on Beauty — Shaanxi” Overall Tourism Ranking.