Province unveils new tourism slogan, logo

Southwest China's Sichuan province unveiled the latest slogan and logo for its cultural tourism this month, which integrates the history, natural scenery, celebrated giant panda and other cultural tourism highlights of the province.

Aiming to attract more visitors, the slogan references three of Sichuan's highlights - Sanxingdui Ruins, which is a symbol of ancient culture; the majestic scenery of Jiuzhaigou Valley; and the Chinese national treasure that is the giant panda.

The new logo contains three yellow swirling ribbons representing Sanxingdui and a red ribbon representing red chili peppers - the spicy essence of Sichuan food. A green swirls represents the mountains where giant pandas live. At the center of the logo is the giant panda itself.

The new slogan and logo summarize Sichuan's culture and tourism, and are aimed at attracting more visitors to the province.

According to the officials at the Sichuan Provincial Department of Culture and Tourism, provincial tourism progressed well last year with its revenue surpassing 1 trillion yuan ($149 billion) for the first time.

The province is currently accelerating the construction of culture and tourism infrastructure, officials said. Over the next several years, Sichuan is expected to improve the influence of Bashu culture on its tourism industry, as well as its means of supply in terms of travel routes. A total of 10 high-quality travel routes, including a giant panda route, Jiuzhaigou Valley route and a historic route, are all aimed at enhancing the competitiveness of Sichuan's tourism industry.

This year marks the 150th anniversary of the giant panda's scientific discovery. As home of the giant panda, Sichuan has the largest giant panda habitat and population in the world.

As of the end of last year, the number of giant panda in captivity in Sichuan increased to 481, accounting for 87.8 percent of China's total. A total of 13 giant pandas have been released back into the wild and are tracked and monitored by the local government.

(China Daily 04/27/2019 page26)