A tourism promotion event themed "A Life Called Yunnan" was held in Beijing on Mar. 12, covering diverse sectors such as arts, sports, leisure and wellness. The event focused on boosting sojourn tourism — trips lasting over two weeks — and included announcements of 100 specialized travel destinations and 100 key investment projects.

Co-organized by the Beijing Office of the People's Government of Yunnan Province and the Yunnan Provincial Department of Culture and Tourism, the event gathered representatives from ministries, universities, state-owned enterprises, private companies and tourism institutions to explore new opportunities in developing Yunnan's sojourn tourism.

Organization representatives launch the Yunnan Sojourn Action Plan, Beijing, March 12, 2025. [Photo provided to China.org.cn]

Yunnan's unique geography and varied terrain contribute to its excellent air quality, abundant natural resources and diverse ecosystems. It is home to six UNESCO World Heritage Sites, eight national historical and cultural cities, and 777 traditional Chinese villages.

Following years of planning and development, the province has established year-round retreat destinations at varying altitudes. In 2024 alone, Yunnan received about 4 million sojourners, according to Wang Ning, secretary of the Yunnan Provincial Committee of the Communist Party of China, who first introduced the "A Life Called Yunnan" concept in 2023.

"Moving forward, Yunnan will focus on both rural and urban areas, aiming to build 3,000 travel villages in phases," said Ma Zhigang, director of the Yunnan Provincial Department of Culture and Tourism. 

The province plans to create several "hidden gem towns" and "vibrant villages" to meet the travel needs of the "silver population," introducing wellness and health products, he added.

The promotion event attracted over 700 organizations and nearly 1,000 guests and business representatives, introduced Ma Hongmei, deputy secretary-general of the Yunnan provincial government and director of the Beijing Office of the People's Government of Yunnan Province.

China Health and Elderly Care Group Co. Ltd. signed strategic cooperation agreements with 12 counties in Yunnan. The event also collaborated with online platforms such as Douyin and Xiaohongshu to conduct live broadcasts across all 16 prefectures and major cities in the province, attracting over 1 million online viewers to experience the charm of visiting and residing in Yunnan.

Representatives of 12 counties in Yunnan and China Health and Elderly Care Group Co. Ltd. take part in a strategic cooperation agreement signing ceremony during the promotion event, Beijing, March 12, 2025. [Photo provided to China.org.cn]