Shijingshan unveils its new wow factor

The cultural tourism brand launch conference for Beijing's Shijingshan district was held on Tuesday, unveiling the new "Wow! Shijingshan" brand and a series of collaborative initiatives.

The launch marks a new stage in the district's cultural tourism development, with a focus on building brand value and fostering deeper integration across culture, tourism and other sectors.

Rooted in multiple facets of urban development — from public welfare and industrial transformation to cultural heritage — "Wow! Shijingshan" seeks to turn the sense of wonder associated with sightseeing into a richer expression of the district's character and value.

The conference also unveiled Shijingshan's top 10 cultural tourism landmarks, each offering its own distinctive appeal and together showcasing the diverse experiences that make the district worth exploring.

A thriving cultural tourism brand depends on turning resources into experiences, empowering related industries and fostering institutional innovation. Centered on the "Wow! Shijingshan" brand, the district introduced three major initiatives and invited businesses, institutions and the public to join in exploring its potential.

Where the Xishan Mountains meet the Yongding River, Shijingshan enjoys a striking natural spectacle: the river glowing in the evening sun. Building on this distinctive resource, the district launched its "Sunset" brand in June, pioneering Beijing's twilight economy and generating both greater consumer activity and growing public interest.

The district also launched the Shijingshan gifts cultural and creative design competition, inviting entries from cultural and creative companies, design institutions, university faculty and students, independent designers, intangible cultural heritage practitioners and enthusiasts nationwide. The initiative aims to turn the district's cultural and tourism resources into tangible, portable creative products, bringing the wonders of Shijingshan into people's everyday lives.

Building "Wow! Shijingshan" will require not only making the most of the district's own strengths and resources, but also bringing together a broad range of social and market forces. To this end, the conference launched a program designed to connect businesses and organizations across sectors and create new opportunities for collaboration between tourism and technology, sports, commerce, finance and other industries.

Going forward, Shijingshan will continue to develop the district under the "Wow! Shijingshan" brand, pursuing a vision of cultural tourism that spans the entire district and all seasons, times and occasions, with the goal of establishing a highly recognizable destination in western Beijing.