From July 3 to 4, the “Passionate Summer·Jia You Gan” internet-celebrity promotion night—featuring poetry and paintings of Xihai—and the inaugural 2021 National Talent Conference for Xihai in Lushan were grandly launched at the Lushan Xihai Scenic Area.

This initiative aims to keep the summer tourism market vibrant, promote Jiujiang’s cultural and tourism resources, enhance the visibility of the Lushan Xihai brand, strengthen industry connections, and boost self-driving tours, family trips, parent-child tours, and student tours, thereby intensifying efforts to attract visitors to Jiangxi Province.

The event is organized by the Management Committee of Lushan Xihai Scenic Area and the Jiujiang Municipal Bureau of Culture, Radio, Television, Press and Publication, and Tourism. It will be live-streamed or reported on by a powerful media lineup including China Daily, Xinhua News Agency, Jiangxi TV, Mobile Jiangxi Channel, Kuaishou, Douyin, Baidu, and NetEase.

At the event venue, Chen Jitian, member of the Party Leadership Group of the Jiujiang Municipal Government and Secretary of the Party Committee of the Lushan West Sea Scenic Area; Han Zhiyu, Director of the Publicity and Promotion Division of the Jiangxi Provincial Department of Culture and Tourism; Xu Qing, Party Secretary and Director of the Jiujiang Municipal Bureau of Culture, Radio, Television, and Tourism; Zheng Qinghua, Deputy Secretary of the Party Committee and Director of the Management Committee of the Lushan West Sea Scenic Area; and Wan Kai, Secretary-General of the Jiangxi Provincial Tourism Association, took to the stage together to officially launch the event by pushing the ceremonial lever.

Zou Xiufeng, Deputy Secretary of the Party Working Committee of the Lushan West Sea Scenic Area, delivered a welcoming speech and announced the “Enjoy West Sea” Summer Top Ten Marketing Campaign for West Sea, which includes events such as the “Passionate Summer, Singing West Sea” Forest Song Festival at the main Lushan West Sea scenic area, the “Taste of West Sea—Xun Flavor Cuisine” food expo featuring Asia’s largest earth dam, the inaugural 2021 West Sea Fairy Image Ambassador Selection Contest, a magical nighttime tour of West Sea, the “Dreamy Summer—Japanese-style Anime Fantasy Forest Rafting Festival,” and the “Hua Qian Gu Night” Beer, Electronic Music, and Food Festival, among others.

Internet celebrities and influencers from all over have gathered together. Hundreds of top-tier internet celebrities and influencers jointly kicked off the “Cloudy Paradise, Poetic West Sea” influencer night.

To truly retain tourists, Lushan Xihai has been actively exploring and leveraging its unique natural landscape advantages to vigorously develop the nighttime economy. Among similar tourist attractions, it is pioneering the lakeside island night tour experience. The glittering Long Bridge, the vividly colored Goddess Square, the ethereal Peach Blossom Road with its shifting light and shadow effects, and the tranquil Wisdom Bookstore—all together offer visitors a dreamlike experience akin to a fairyland on earth. At this “‘Heavenly Cloud Residence, Poetic and Picturesque Xihai’ Internet Celebrity Promotion Night,” top-tier cultural and tourism influencers—including award-winning internet celebrity tour guides and well-known travel bloggers—were invited to share, in an engaging presentation format, the summer tourism highlights of Jiangxi Province, Jiujiang City, and Xihai. Among them was Zhu Ming, a nationally outstanding tour guide who has earned prestigious titles such as first place in the Zhejiang Province Tour Guide Competition and gold-medal tour guide. (Hangzhou Xiaohei)

Live audience

The Zhelin Old Town Food & Cultural Creative Park project is the first food-and-leisure tourism and cultural project to be completed following Lushan West Sea’s successful designation as a national 5A-level tourist attraction. The project involves an investment of approximately 600 million yuan. Phase I covers about 161 acres, of which the specialty food district occupies 61 acres and has a total construction area of roughly 20,000 square meters. The park comprises a specialty food district, Donghutang landscape residential area, and an eco-friendly parking lot. Located at the foot of Asia’s largest earth dam, the Food & Cultural Creative Park fully leverages Lushan West Sea’s exceptional natural scenery and landscape resources. Adopting an architectural style that primarily reflects the “Gan-style” while incorporating localized mixed elements, the park creates an immersive, themed cultural resort that seamlessly blends dining, drinking, entertainment, sightseeing, shopping, and leisure activities with the dynamic beauty of the surrounding mountains and waters. Here, visitors can enjoy not only numerous local specialties and renowned products but also intangible cultural heritage snacks and performances. Additionally, the park offers round-the-clock artistic performances. According to conservative estimates, the annual visitor flow could reach approximately 2 million people.

Here, visitors will experience the delightful ambiance of “watching boats glide along the Xiu River, listening to the gentle strains of the guqin, savoring the delicious flavors of Zhelin, and letting themselves be swept away by the charming breezes of Xihai.” Here, Lushan Xihai’s non-stop city and night-time economy will shine in their most splendid splendor.

Lan Zhichun, deputy director of the Management Committee of Lushan West Sea Scenic Area, told reporters: The scenic area is taking two key modules—night tours of the lake and islands, and the food and cultural creativity park in the old town of Zhelin—as its guiding forces to elevate the quality of nearby hotels, guesthouses, and cultural districts, thereby creating a night-time tourism economic model. Through this model, we aim to foster greater synergy between the scenic area and its surrounding regions, encouraging tourists to stay longer.

The first National Talented Players and Gamers Convention 2021 at Lushan West Sea—where masters clash, extraordinary skills are showcased, talents are fully displayed, and the ultimate experience awaits. Dive into the “poetic and picturesque West Sea” amid China’s most beautiful lakeside scenery and savor an exhilarating summer!

The Lushan West Sea Talent Conference has invited top-rated reviewers, outdoor sports enthusiasts, and talented individuals from across all platforms—highly engaged groups—to promote Lushan West Sea’s distinctive summer tourism resources through check-in experiences and talent competitions. The event highlights youthful, diverse, cutting-edge, thrilling, and fashionable attractions—including intangible cultural heritage performances like the unique bamboo-boat walk on water, extreme cycling, and immersive water dragon experiences.

National Intangible Cultural Heritage: Bamboo Rafting on a Single Bamboo Pole

It is understood that, taking the successful establishment of Lushan West Sea as a national 5A-level tourist attraction as a new starting point, and leveraging its unique aquatic resource features, the area has firmly adhered to the principle of "preserving the pristine clarity of the lake." It has developed numerous tourism routes tailored to the diverse needs of visitors at different levels. By upgrading and replacing existing cruise ships and boats, introducing seaplane and jet-ski activities, and meticulously constructing leisure walking paths and glass skywalks, the region continues to enhance and refine its high-end tourism offerings, gradually shaping a new, three-dimensional tourism model that seamlessly integrates land, sea, and air—creating a breathtaking vista where "sea and sky merge into one."

Now that Lushan Xihai has been upgraded to a national 5A-level scenic area, it is “blossoming in the breeze,” drawing an ever-growing stream of tourists. Yet this is just the starting point. Taking the successful establishment of a national 5A-level tourist attraction as its launchpad, Lushan Xihai will seize the momentum, further enhance its reputation, and make its name shine even brighter. Poetic West Sea, Active West Sea, Healthy West Sea, Stylish West Sea, Cultural West Sea Five signature initiatives, striving to build with all our might. A world-class tourist attraction is moving toward becoming a world-class tourism and vacation resort.