"Golden Jilin" Cultural-Tourism Series Kicks Off

As crisp autumn winds sweep across Jilin, the province unfolds its most stunning scenery with multihued foliage painting the woodlands. Today, the Information Office of Jilin Provincial People’s Government held a press conference to unveil arrangements for the “Golden Jilin” autumn cultural‑tourism campaign. From September to October, Jilin will roll out 17 cultural‑tourism events alongside a host of preferential policies to fully energize the province’s autumn cultural‑tourism market.

Centered on the theme of “Golden Jilin”, the campaign highlights Jilin’s diverse autumn attractions, including natural landscapes, folk traditions, red‑culture heritage and industrial relics. It pools autumn cultural‑tourism resources across the province under a dual‑track framework of flagship events plus supporting activities. Through coordinated provincial‑municipal efforts, policy incentives, festival‑driven momentum and targeted promotion, the initiative seeks to enrich autumn cultural‑tourism offerings and foster high‑quality development of Jilin’s cultural‑tourism sector.

A major highlight of the campaign is the mutual outreach program themed around G331, China’s “Most Scenic Border Highway”. Giving full play to the geographical and resource strengths of Jilin and Xinjiang, the program taps into cultural‑tourism resources along the G331 Highway in both regions, burnishes the brand of border self‑drive tourism and boosts cross‑provincial collaboration. It transforms transportation corridors into cultural‑tourism economic arteries, unlocks the comprehensive value of the G331 border thoroughfare, and fuels high‑quality growth for cultural‑tourism industries in border areas.

Meanwhile, the launching ceremony for the “Golden Jilin” autumn cultural‑tourism campaign and the opening of the Gold Museum will take place at the Gold Museum in Jiapigou Town, Huadian City on September 19. The event will release preferential policies and new travel itineraries for “Golden Jilin”. It will also kick off the 21st Jilin·Huadian Birch Festival “Appointment with Birches”, together with opening‑day celebrations for the Gold Museum. This grand cultural‑tourism gathering will mark the official launch of Jilin’s autumn tourism season.

In terms of tourism products, Jilin has curated seven categories of brand‑new autumn self‑drive routes covering fall foliage viewing, rural harvest experiences, themed driving corridors, local cuisine, folk customs and intangible cultural heritage, red‑culture study tours, wellness getaways and specialized photography trips.

Supporting benefit‑driven policies have also been rolled out. Twenty‑nine A‑level scenic spots across the province including Changbai Mountain and Shenlufeng, together with Huadian Gold Museum and Baoxitai Jingu Scenic Area in Huadian City, have joined forces. Visitors who present proof of gold purchases made at the two Huadian sites can enjoy free admission or discounted tickets at the 29 scenic spots. Visitors holding tickets to major provincial scenic spots can receive a maximum RMB 40 off per order when buying gold products at the two Huadian venues.