The 2025 Shijiazhuang International Traveler Joy Season Promotion Conference was held from September 12 to 15. As a major highlight of the 9th Conference of Hebei Tourism Industry Development, the event was hosted by the Hebei Province Department of Culture and Tourism and the Shijiazhuang Municipal People's Government, and co-organized by the Shijiazhuang Municipal Bureau of Culture, Radio, Television and Tourism, Trip.com Group, and Tripadvisor China. With five major sessions including promotion meetings, seminars, promotion exhibitions, performances, and the travel experience activity, the conference brought together representatives from sister cities of more than 30 countries and regions, heads of international chambers of commerce, cultural and tourism enterprises, and Chinese and international experts to fully showcase the charm of Shijiazhuang's cultural tourism resources as a “City of Ancient Charm and Vitality,” opening a new chapter in the international cultural tourism.

During the 4-day event, the "Amazing Journey, Vibrant Shijiazhuang" Promotion Conference introduced Shijiazhuang's abundant cultural tourism resources and industrial strength through materials and keynote speeches in multiple languages. Mr. Zhu Shanzhong, ambassador of the UN World Tourism Organization, confirmed Shijiazhuang's position as a key hub for the Beijing-Tianjin-Hebei region. Trip.com Group data showed that inbound tourist arrivals and spending in Shijiazhuang increased by 15% and 21% year-on-year respectively in the first half of 2025, ranking first in the province across many indicators.Mason Tay，Director of Global Markets Growth,Tripadvisor shared growth insights, and selected international bloggers were named "Inbound Tourism Ambassadors" to promote global exchange.

The "A New Chapter of Tourism in Sister-cities" Dialogue strengthened international tourism cooperation. Representatives from sister cities in countries such as the United States, Hungary, and Serbia expressed their intention to further expand education, agricultural tourism, and cultural exchanges. International chambers of commerce and tourism associations jointly launched the "S" Initiative for the international promotion of Shijiazhuang's cultural tourism through resource sharing for mutual growth.

The "Hello, Shijiazhuang!" International Tourism Promotion Exhibition brought together 193 companies and over 2,400 products, covering a full range from cultural tourism resources, unique cuisine, to cultural and creative handicrafts. International visitors immersed themselves in the traditional customs of the Mid-Autumn Festival and the beauty of the Taihang Mountains. The promotional performance, presented in four chapters, highlighted Shijiazhuang's unique blend of history and modernity in an artistic way.

Guests from around the world explored Panlong Lake, Western Evergreen, Zhengtai Hotel, the Liberation Memorial Hall, Wanlimiao Pedestrian Street, and Zhengding Ancient City, witnessing first-hand a new cultural tourism model that blends the past and the present and combines dynamism and tranquility. The event concluded with an in-depth international cultural tourism networking session, where travel agencies from Japan, South Korea, Russia, and other countries engaged in pragmatic discussions with cultural tourism organizations and enterprises in Shijiazhuang's districts and counties to jointly promote tour routes development and service enhancements.

This Joy Season will put the international spotlight on Shijiazhuang, injecting new impetus into the deepening of the international "Rock Home Town" brand, promoting the integration of "culture and tourism + different industries," and building a modern, international, and beautiful provincial capital city.

Shijiazhuang, a City of Vitality, is waiting to be discovered. Here, ancient charm blends seamlessly with a vibrant urban lifestyle. Stroll through Zhengding Ancient City and embrace the rich history of the millennia-old buildings; delve into the Taihang Mountains and experience the splendor of China's natural scenic landscapes; and revel in the synergy of China's rock capital at night. On top of that, Shijiazhuang also offers many trendy cultural and creative products, authentic cuisine, and warm hospitality. We sincerely invite you to explore this urban gem where modernity and tradition coexist in perfect harmony.