The 2025 Xi'an Cultural and Tourism Media Tour kicked off on Aug 5 and will last for two days.

Tour guides, provincial and municipal media, and cultural and tourism influencers will visit Xi'an's intangible cultural heritage (ICH) inheritors, watch ICH performances, and showcase ICH products, promoting cultural and tourism consumption.

Visitors pose for a picture at the Shaanxi Cuisine Culture Experience Museum. [Photo provided to en.xa.gov.cn]

As an ancient capital of 13 dynasties, Xi'an boasts a profound history and culture, nurturing brilliant ICH items such as dough sculptures, Xi'an drum music, and Tang Dynasty tri-colored pottery firing. In recent years, it has integrated ICH with cultural and tourism scenes, offering an effective way to showcase its charm as the "city of humanities".

During the event, journalists and cultural and tourism influencers from over 30 media outlets across the country will visit Xi'an. Among them, 15 mainstream media outlets will conduct in-depth reports, five online platforms will interpret traditional culture from young people's perspectives, and two renowned tour guides will analyze the integration of ICH and cultural tourism in Xi'an from a professional perspective, helping Xi'an's ICH become more popular among the public.

Exquisite cheongsam of the Banshengyuan Cheongsam Museum in Xi'an. [Photo provided to en.xa.gov.cn]

This media tour is a deep exploration of the "ICH + cultural tourism" model. It will inject new vitality into the integration of Xi'an's culture and tourism.