The 2025 Xi'an Cultural and Tourism Media Tour kicked off on Aug 5 in Xi'an, with journalists from over 40 media outlets and cultural tourism influencers gathering to experience the integration of traditional culture with modern innovation.

The media group visited seven intangible cultural heritage experience (ICH) sites, immersing themselves in the creation of ICH products. Through dialogues with representative inheritors, they observed Xi'an's ICH protection and innovation.

The Shaanxi Cuisine Culture Experience Museum showcased the history, cooking techniques, and cultural connotations of Shaanxi cuisine through exhibitions, multimedia interactions, and live performances. Here, the group experienced the profundity of local cuisines through studying and tasting.

The group observes the cooking process of Shaanxi cuisine. [Photo/WeChat account of Xi'an Release]

The Xi'an Intangible Cultural Heritage Museum, the first museum dedicated to ICH in the northwest region, houses numerous treasures, which the group got to experience up close.

Brick carvings at the Xi'an Intangible Cultural Heritage Museum. [Photo/WeChat account of Xi'an Release]

Xi'an wind and percussion ensembles, known as "living fossils of ancient Chinese music", were selected as a representative work of UNESCO ICH in 2009. Amid the sound of drums and music, the group gained a deeper understanding of Xi'an's history and felt the charm of Chinese music.

The group watches a Xi'an wind and percussion ensemble performance. [Photo/WeChat account of Xi'an Release]

Through immersive experiences and multimedia dissemination, the event showcased the profound heritage and innovative vitality of Xi'an's ICH, injecting new momentum into ICH inheritance and promoting the high-quality development of Xi'an's cultural and tourism industry.