As a famous historical and cultural city in the the Pearl River Delta, Zhaoqing has experienced a long history of tourism development and modernization transformation. In the 1980s, with the deepening of China's reform and opening up, the tourism industry in Zhaoqing began to gradually develop, relying on natural landscapes such as Qixingyan and Dinghushan, attracting a large number of domestic and foreign tourists. However, early tourism development relied more on natural resources, with relatively simple tourism facilities and service systems, mainly focused on sightseeing at tourist attractions.
After entering the 21st century, Zhaoqing City began to vigorously promote the concept of comprehensive tourism, integrating culture, ecology, and leisure tourism. Especially in recent years, Zhaoqing has set the goal of building a "Lingnan Cultural Tourism City" by implementing the "Tourism+" strategy, promoting the deep integration of tourism with industries such as culture, sports, health, and agriculture. In 2017, Zhaoqing successfully held the China International Tourism Fair, laying the foundation for the shaping and internationalization of urban tourism brands. With the improvement of transportation facilities such as high-speed rail, Zhaoqing City has gradually formed a diversified tourism product system, shifting from a single sightseeing tourism to diversified leisure vacation, cultural experience and other tourism models.
Zhaoqing City has abundant tourism resources, mainly consisting of natural landscapes and cultural heritage. Among them, the most representative tourist attractions are Qixingyan Scenic Area and Dinghushan National Nature Reserve. The Qixingyan Scenic Area is mainly characterized by the lake and mountain scenery of karst landforms, and also has a cultural and historical background. It is one of the most important tourist landmarks in Zhaoqing. Dinghu Mountain is known as the "natural oxygen bar" for its beautiful natural scenery and fresh air, attracting many tourists to come for leisure and vacation; Zhaoqing City also has a profound historical and cultural heritage, with numerous historical relics and cultural landscapes, such as the Duanzhou Ancient City Wall and the Deqing Confucian Temple, which further enrich the tourism connotation of Zhaoqing. In recent years, Zhaoqing has also begun to focus on developing ecotourism and health tourism, attracting a group of tourists who value health preservation and natural experiences.
As the enterprise responsible for managing and operating major scenic spots such as Qixingyan and Dinghushan, Zhaoqing Qixing Tourism Group Co., Ltd. has actively promoted the modernization and diversified development of scenic spots in recent years, combining innovative models such as cultural performances and night tours to enhance tourists' tourism experience. Especially in the context of global tourism, Xinghu Tourism Group has promoted the upgrading of the tourism brand in Zhaoqing through multi-channel marketing strategies both online and offline.