Gansu Cultural Tourism Group Fosters New Quality Productivity Through Diversified Integration

According to People’s Daily Online, Gansu Cultural Tourism Group has stepped up development of local cultural and tourism resources across the Loess Plateau this year. The enterprise advances digital transformation, business model innovation, cross-platform collaboration and institutional reform to cultivate new quality productivity within the cultural tourism sector. It broadens industrial tracks and enriches product supply through integrated “cultural tourism plus” models, driving the provincial industry towards diversification, differentiation and higher quality standards.

Marking the 90th anniversary of the victory of the Red Army’s Long March, the group partnered with state-owned cultural tourism enterprises from Jiangxi and Guizhou to launch a joint red tourism initiative in Ruijin, Jiangxi. The three parties uphold principles of resource sharing and mutual visitor exchange, and deepen cooperation on route development, joint marketing and talent training to build a unified brand for integrated red cultural tourism.

The group has developed the “Study in Gansu” educational travel brand and piloted an innovative framework that links student visitor flows with scenic resource allocation. A two-way cooperation platform between schools and enterprises supports emerging businesses including ticket distribution and cultural and creative intellectual property development. Partnerships have been established with 131 educational institutions, bringing 20,000 student visitors to local attractions. The operating model forms a sustainable loop covering visitor acquisition, platform management and value-added services, injecting fresh consumption momentum into regional tourism markets.

Deep integration between cultural tourism and health and wellness sits high on the group’s agenda. Its “Ruyi Good Times” wellness project operates at Weiyuan River Scenic Area, combining ecological healing, cultural study, health management and community living services into a full-cycle wellness offering for travellers. Regular training programmes focus on local cultural practitioners and digital technology skills. In 2026, three standard courses and four special sessions have been delivered, training 364 high-skilled farmers to support upgrades across agricultural, cultural and tourism business formats.

Cross-regional collaboration, educational travel and wellness living will continue to expand the range of experiences available to visitors in Gansu. Digital upgrading and institutional optimisation will underpin sustained refinement of tourism products and services across the province.