A large number of cultural traditions have enriched travel experience, and tourism has provided channels for cultural protection, development and inheritance.Many festivals including the Dragon Boat Festival in Zigui county, the Zhaojun Cultural Festival in Xingshan county, the Tealeaves-Picking Festival in Wufeng county, the Tangerine Festival in Yiling district and traditions of singing folksongs, having Bashan dance, making zongzi(glutinousrice dumplings)and having pork feast are typical examples. All thisindicatesthat Yichang has realized win-win cooperation by exploring integrated development ofculture and tourism.

　　Celebrity culture manifests the city’s profoundness.

　　“Come here and seethehouse Zhaojun once lived in”. Wang Zicheng from Huanggang, Hubei province and his family visitedZhaojun Village Scenic Spot in Xingshan county to know more about Zhaojun’s life stories and residence.

　　Zhaojun village is where Wang Zhaojun was born. The local authorities have invested over 500 million yuan to optimize it by building the Han Dynasty Folk Custom Street, the Zhaojun Memorial Hall, the Zhaojun Residence, the Empress Spring and so on. As a result, it has become the educational base of national unity and progress and been listedasthe“the most beautiful countryside in China”.

　　Zhaojun Villa is only over ten minutes’ drive from Zhaojun village. In addition, the Zhaojun Pavillion, the Chens’ Former Residence, the Former Town Office, the Village History Exhibition Hall can also help tourists have a better understanding of Zhaojun culture.

　　As the hometown of Zhaojun, Xingshan county has incorporated"creating Zhaojun cultural tourism destination" in its development strategy. Abatch of good projects have seen fruits: initiatingthe Zhaojun Cultural Tourism Alliance,organizing 40 travel market entities from nine cities in five provinces along Zhaojun’speace-making marriage routeto build the routeintoa national-level boutique tourist route,setting August 15as the Zhaojun Day,holding the “Recalling Zhaojunin theMid-Autumn Full Moon”series and conveningthe Zhaojun Culture Promotion Meeting to carry forwardand spread Zhaojun culture.

　　“We are committed to promoting industrial transformation and achieving high-quality development by injecting the soul of Zhaojun culture into the green mountains and waters”. Wang Xiaobo, secretary of the Xingshan County Committee of CPC, said that the comprehensive travel revenue of Xingshan county during the May Day holiday this year hit 43.056 million yuan—a sign ofaccelerated the recovery of the tourism market.

　　AppreciatingQuyuan culture in Zihui county, tracingthe footprint of Guangong in Dangyang county and exploringin Yidu the hard-studying time of the first scholar inthe three gorges areasYang Shoujing...The integration of celebrity culture with the tourism industry attractsmore and more touriststo visit,taste and fall in love with Yichang.

　　Industrial culture creates must-go spots.

　　Located on the bankof XialaoxiRiver, the 809 Micro VacationTown has transformedfrom anolddisplaced arsenal into a new must-go spot featuringthe full-viewcircularglass hall and time stairs withmottled light.

　　In the 809 Micro Vacation Town the self-driving tourists attracted by its reputation scan the health QRcode, checkthe temperature and register in order.

　　There are too many things to seein the town, including the “industrial style guest rooms” at a hanging cliff, time hall of European style, bookshop of mental cultivation and the biggest indoor parent-child paradise in Yichang. Strolling through the town, tourist will easily be brought back to the 1960sby the old factory buildings,industrial stylesigns andslogansof hard work and sacrifice.As the first smallvacationtown withthe military theme in the three gorges areas, the town presents a retro style and utilizesmodern renovation and whitewash to endowevery building with rich historical and cultural connotation and unique artistic climate on the basis of the old 809 factorybuildings.

　　The 809 Micro Vacation Townhas seen remarkable fruits within half a month since it was open to public in June. There are 300 tourists on average per day and the town has become anew must-go spot.

　　Li Jianxin, executivegeneralmanager introduced thatthey are working on a“Third-Front Movement”museum to help citizens better understand the moving stories during the“Third-Front Movement” and carry forward its spirit.

　　The 809 Micro Vacation Town is not the only example of integrating industrial civilization with thetourism industry. The wine eco-industrial tourism route of Daohuaxiang Group has won wide popularity, including the packaging center, the brewing workshop, the cultural square, the cellar hole, the sports complex and a wide range of special scenic spots. It has become a typical example of industrial tourism featuring visiting factories.

　　Yichang boasts a long and profoundhistoryof industrial development. It has become an important manufacturing base of electricity, fine chemistry, food and drugand equipment manufacturing, which consist of abundant special industrial travel resources.

　　As the world-famous hydro power city, the Three Gorges Dam,theGezhou Dam, the Geheyan Dam and other hydraulic projects have been the typical representatives of industrial tourist attractionsin Yichang. In terms of project scale and economic profit, the Three Gorges Project has stayed ahead and become the role model of industrial tourism in China.

　　Local culture adds charm to tourism.

　　"It feels like everywhere is a scenic spot. It is very beautiful and relaxing. Acasual hang-out is travelling." This is traveling salesman Wang Xinbing's impression of Yichang.

　　Scenery on the wayis the development concept of Yichang's all-for-one tourism. The scenic spot is no longer the one in the traditional sense. Instead, it has become a tourism complex integratingsightseeing,relaxationandholiday-spending.Village tourismincludes far more than agritainment.It is developing towards a deeper, more leisurely and more healthy direction.

　　In theThree Gorges Tribe Scenic Spot,the crying marriage performance with rich Tujia ethnic minority features has offered brand-new experience for touristsand is more interactive after rearrangement.

　　The Duanwu Custom Museum, Qingtan Folk Museum, Liu Zhihua Wood Carving Studio, Guizhou Inkstone Museum and other intangible cultural heritage museums have been opened one by one in Quyuan’ Hometown Scenic Spot. Tourists can deeply experience all-dimensional culturein the three gorges areaswhileappreciating the beautiful scenery.

　　Many intangible cultural heritage performances with local features, including "Yuan'an Wuyin(folk music)", "Yuan'an Weeding Gongs and Drums" and "Yuan'an Opera" are staged in the field of marathon in Yuan'an. Runners in the field can hear ancient music thatderives from 200 years ago.

　　In Qinglong village of Yiling district, there is a stilts lion dance team having strong presence.They are inheritors of folk art.With excellent techniques, they attract tourists to experiencethe idyllic scenery and add cultural charm to village tourism.

　　Yichang's tourism practitionershavebeenstriving hardto look for the right way to appreciate local culture and show a series of traditional cultural tourism projectsto make tourists feel worthwhile.

　　Intangible cultural heritage projects have made travel artwares, agricultural and sideline products travel commodities,countryside houses B&Bs and traditional customs new travel experiences. Cultural tourism has broadenedthe way to work from home and increase income for local farmers.

　　According to statistics, in 2019, the total annual tourism income of Yichang reached 98.5 billion yuan with a year-on-year growth of 13.3%.Yichangreceived over 89 million tourists with a year-on-year growth of 15.02%. From the Northto the South, villagesto cities, sightseeing to experiencing,thetourism industry has become apillar industry to increase income and improve people’s living standard.