New travel trails to promote culture

[Shi Yu/China Daily]

Routes to bring tourists to heritage sites connected by various themes related to historical events, figures

For generations of literature lovers, a memorial temple in Meishan, Sichuan province, has been a landmark.

The San Su Shrine was the former Su family residence during the Northern Song Dynasty (960-1127). In their day, three famous writers, Su Xun, Su Shi and Su Zhe — a father and his two sons — demonstrated the importance of education and culture in development, as well as the duty that literati had toward their country.

While visiting the shrine in 2022, President Xi Jinping hailed it as a site that showcased cultural confidence and served as an inspiration for national governance.

Su Shi was the shining star among the trio. As a poet, calligrapher, politician and gourmet, he is a household name in China. More importantly, his righteousness, honesty and optimism in the face of challenges have inspired people for generations.

But these days, what can the government do to breathe life into the memory of Su Shi and others like him? And how can people better understand a theme in traditional Chinese culture in a bigger picture?

In May, the National Cultural Heritage Administration, the Ministry of Culture and Tourism and the National Development and Reform Commission issued a notice on the development of travel routes themed on cultural remains.

According to the notice, the routes should take tourists to cultural heritage sites connected by certain themes.

As one of the first steps taken in line with the notice, representatives of 10 provincial governments visiting Chengdu, Sichuan's provincial capital, on Saturday, China's annual Cultural and Natural Heritage Day, announced that they would promote the coordinated design of travel routes based on sites related to Su Shi.

Promoted over the course of the reigns of four emperors, he was both a high-status politician in the imperial capital and also devoted to local affairs as he served as an official in various regions.

A pilgrimage honoring Su Shi's life is the first of many themed trails being planned across the country.

"For a long time, the development of tourist attractions and efforts to protect cultural heritage were organized in a scattered way, but the creation of such trails will link the sites and will be good for their systematic protection," said Zhan Dongmei, an associate researcher with the China Tourism Academy. "It also offers an immersive cultural and tourist experience for travelers."

Three trail types

The notice stated that the routes should be developed at the national, regional and county levels.

National-level trails should be connected to the development of national cultural parks and align with major national strategies. They should instill a sense of national pride and strengthen the global influence of Chinese culture.

During the 14th Five-Year Plan (2021-25), up to five experimental national trails will be created, according to the document. Upon completion, authorities will publish directories and maps of the trails.

Important regions in China, including the Beijing-Tianjin-Hebei region, the Yangtze River Delta and the Guangdong-Hong Kong-Macao Greater Bay Area, have been encouraged to set up regional travel trails. The notice also calls on provinces with an abundance of cultural remains to establish travel routes.

County-level trails will focus on cultural heritage sites that people tend to ignore, thus introducing them to a wider audience. "When people follow themed trails, in addition to appreciating cultural heritage, they can also learn more about the value and cultural connotations of the sites and gain a deeper understanding of a historical period, event or figure," Zhan said.

The document said that famous roads, sites, influential historical events and figures can all be regarded as themes for routes.

Routes underway

Some trails related to cultural heritage have already been developed.

For example, according to the Tianjin Municipal Bureau of Culture and Tourism, the city unveiled its first group of cultural heritage themed trails in January. The routes follow three themes and connect 38 cultural heritage sites in eight of the city's districts.

One of the trails connects sites related to the Grand Canal, illustrating Tianjin's history as an important stop along the canal. Another route links the sites of foreign banks present between 1840 to 1949, demonstrating Tianjin's past as a northern financial hub during the period.

The inclusion of innovative activities is encouraged in the design of trails. They can be combined with study tours, hiking, biking, camping, performances and even sports. Moreover, modern technology such as big data, cloud computing and artificial intelligence should be involved to create immersive experiences, the notice said.

According to Zhan, Tianjin is planning its second group of trails, which will link more types of culture-related companies and combine more forms of entertainment.

"In this way, people will be able to experience more of the city's charm during even a limited visit," Zhan said.

In the long run, the efforts could strengthen the appreciation of cultural heritage, enhance the historical and cultural aspects of tourism and contribute to the increasing desire for a better life, she said.

Liu Qingzhu, a researcher with the Chinese Academy of Social Sciences and dean of history school at Zhengzhou University, highlighted the combination of archaeological sites with tourism. "Archaeology is a social science, and all sciences should serve society," he said. "Therefore, sharing the progress of archaeological studies, including the sites and unearthed artifacts with the public in this way, is meaningful."

Liu said that improving the quality of tourist guides on routes is important, adding that it is good to tell the stories behind cultural heritage.

"It's important to help people gain something from history, which encapsulates the experiences of our ancestors. It should not be over-commercialized," he said.

According to the NCHA notice, the cultural heritage authorities will examine cultural heritage and oversee the explanations of their value. The culture and tourism authorities will encourage tourist organizations to participate in the planning and operation of themed trails and promote them, while development and reform commissions at all levels of government will support efforts to create facilities related to trails.

Provincial-level cultural heritage administrations are required to report the development status of trails to the National Cultural Heritage Administration at the end of each year, after which the administration, the Ministry of Culture and Tourism and the National Development and Reform Commission will select the best examples.

Xu Lin contributed to this story.