During the 14th Five-Year Plan period (2021-25), Shanxi province's "Culture and Tourism+" initiative has flourished, with innovative consumer experiences and upgraded services propelling the province's cultural tourism sector towards high-quality development.

Folk performances attract numerous tourists. [Photo/Shanxi Economic Daily]

Shanxi has integrated its rich intangible cultural heritage (ICH) resources into tourism, cultivating new cultural tourism models by launching various ICH-themed travel routes and culinary tours. This approach has captivated many tourists eager to experience these unique offerings, making ICH a new tourism trend.

The province has established 10 cultural tourism and wellness clusters and a batch of demonstration zones, expanding into diverse scenarios like summer retreats and hot spring wellness. The integration of tourism with agriculture, industry, and sports has invigorated educational, industrial, low-altitude, ecological, winter sports, and museum tours, driving the market popularity.

In response to changing market and diverse consumer demands, Shanxi continues to upgrade the tourism experience and improve service quality, aiming to create a more tourist-friendly environment. Since 2024, the province has recruited "experience inspectors" to evaluate cultural and tourism products and services from a consumer perspective. Survey data shows that the province's tourist satisfaction index has steadily increased from 80.7 in 2021 to 85.1 in 2025.

Shanxi will further strengthen its "Satisfactory Tourism in Shanxi" brand, attracting more visitors to explore the province's unique charm.