Deputy Director Ai Fanglin of the Liaoning Provincial Department of Culture and Tourism shared some exciting insights during a news conference held by the provincial government’s press office on October 25. She revealed that, in the first three quarters of this year, Liaoning’s tourism revenue reached 525.8 billion yuan, marking a remarkable 39.5% year-on-year growth that outpaced the national average by 22.4%.
“In recent years, cultural tourism has emerged as a strategic pillar industry as well as a vital sector reflecting contemporary lifestyles and enhancing happiness,” Ai noted. “Liaoning has identified new trends and opportunities in tourism, focusing on developing innovative products and experiences that deeply integrate culture, sports, and travel, all aimed at fulfilling the public’s aspirations for a better life.”
During the same period, Liaoning welcomed 513.66 million visitors, which is a 32.4% increase over the previous year—again surpassing the national average by 15.6%. The province also saw a significant influx of international tourists, with 265,000 visitors, up by 67.7%. A surge in market confidence has fueled robust development across various cultural and tourism projects, with Liaoning launching 593 investment initiatives totaling 20.79 billion yuan.
Ai highlighted the province’s strategy of integrating cultural and sports tourism resources, introducing concepts like “Travel with Performances,” “Travel with Events,” and “Travel with Exhibitions” to create a seamless blend of experiences that turn spectator engagement into consumer spending. She pointed out that the “museum craze” has become a newfound highlight for Liaoning, mentioning the “Mountains and Rivers Unite” exhibition at the Liaoning Provincial Museum, which has attracted many visitors from outside the province. Popular products derived from cultural initiatives, such as the “Rui He Tu” art book and floral-themed ice cream, have also gained traction on social media.
Looking ahead, Ai stated that Liaoning will focus on winter tourism as well as the cultural and tourism markets surrounding the New Year and Spring Festival, aiming to further accelerate and enhance the development of the industry. Her priorities include vibrant performances, sporting events, winter sports, and hot spring tourism, to generate increased public interest and elevate consumer engagement.
In addition, the province plans to innovate and enrich consumer experiences in cultural tourism by creating new scenarios focused on winter activities, combining “Ice and Snow + Health Retreats + Cultural Experiences.” This effort aims to convert visitor traffic into increased spending. Strengthening the nighttime economy will also be a focus, with new developments centered around dining, entertainment, shopping, and enriching nighttime activities.
“Liaoning’s winters offer a diverse range of experiences,” Ai emphasized. “From the thrill of snow sports and the relaxation of hot springs to the lively atmosphere of local markets, there’s a unique happiness to be discovered in Liaoning. We warmly invite friends from near and far to come and experience the charm of Liaoning in winter, with innovative activities, genuine hospitality, and attentive service.”
