A new tourism brand for the Greater Zhangjiajie International Tourism Area was unveiled in Changsha on Thursday, with the release of a promotional video, brand logo, official slogans, and eight inbound travel routes.
The logo features the Chinese character xian(immortal), written in a free-flowing ink brush style, together with the words “Greater Zhangjiajie” in both Chinese and English. Promoted with the international slogan "More Than Wonder", the new brand aims to unite the distinct landscapes of five surrounding regions— Zhangjiajie, Huaihua, Shaoyang, Changde, and the Xiangxi Tujia and Miao autonomous prefecture—under one identity.
Eight inbound travel routes were also launched, targeting key source markets with tailored itineraries:
Northeast Asia (5 days, 4 nights):Peak climbing and a filial duty tour
Visa-free for Japanese and South Korean travelers. The route includes Zhangjiajie's peaks, the glass bridge, and visits to Fenghuang and Furong ancient towns. Korean-language services are available throughout.
Southeast Asia (8 days, 7 nights): A summer escape
With summer temperatures around 22C and opportunities to experience rime ice, snow, and Miao and Dong long-table banquets, it offers a cool retreat for visitors from tropical climates.
Europe, US, and Australia (5 days, 4 nights): An outdoor adventure tour
Covers the prototype for the peaks in the movie Avatar, hiking trails, and glass walkways. Short, but impactful.
Hong Kong, Macao, and Taiwan (5 days, 4 nights):A cross-regional minivacation
High-speed rail connects Hunan, Guizhou, and Chongqing, with stops at scenic spots in the three provincial regions.
Russian-speaking markets (4 days, 3 nights): A forest wellness retreat
Featuring hot springs in mountains, traditional Chinese medicine therapies, and Russian-language services throughout.
Overseas Chinese youth (4 days, 3 nights): A study tour
Designed for immersive learning rather than only sightseeing, this tourcombines geological sites, intangible cultural heritage, and revolutionary history.
Middle East and Africa (7 days, 6 nights):A scenic resort tour
Combining peaks, ancient towns, and rural landscapes, suitable for families or business travelers seeking a relaxed itinerary.
Zhangjiajie-Langshan-Guillin (7 days, 6 nights):A world heritage corridor
Bringing together three UNESCO World Heritagesites, the route includes activities such as learning the local martial art in Langshan, boating on the Lijiang River, and experiencing living cultural heritage in Fenghuang ancient town.
