In the crisp, golden autumn, fragrant fruits fill the air, and the picturesque land of Yuyang is awash in the splendor of a bountiful harvest. On September 22, the elegantly adorned Limutai Scenic Area buzzed with laughter and teemed with visitors as the 24th China–Tianjin Yuyang Golden Autumn Tourism Festival, co-hosted by the Tianjin Municipal Tourism Bureau and the Jixian People’s Government and sponsored by the Jizhou E‑commerce Industrial Base under the “Rural Home” brand, officially opened. A naming ceremony for “Jizhou Gifts” and a press conference on Jixian’s autumn‑winter tourism initiatives were held concurrently. Leaders from the Tianjin Municipal Tourism Bureau and Jixian County, heads of the tourism division of the JD.com Leisure Tourism Demonstration Zone, and more than 300 tourists from Beijing attended the opening ceremony.
The annual Yuyang Golden Autumn Tourism Festival is a nationally recognized flagship tourism event and a signature brand of Tianjin. Having been successfully held for 23 editions, it has steadily expanded its influence, with an ever‑richer array of activities. It has become a vital platform for Ji County to promote itself, attract investment, and showcase its unique charm, as well as a vibrant “festival of joy” for visitors to Ji County.
Jixian County, located in the northernmost part of Tianjin and at the heart of the Beijing–Tianjin–Hebei region, boasts a profound cultural heritage and abundant tourism resources. In 2006, it was designated by the United Nations as one of China’s “Millennial Ancient Counties.” It is also a National Garden City, the first green food demonstration zone in Northern China, one of the first batch of national demonstration counties for leisure agriculture and rural tourism, and a renowned historical and cultural city of Tianjin—earning it the well-deserved reputation as the “Backyard Garden of Beijing and Tianjin.”
In recent years, Jixian County has leveraged its ecological and cultural advantages to vigorously advance the “revitalizing the county through tourism” strategy, accelerating the development of a comprehensive tourism industry chain. As a result, its tourism infrastructure has continued to improve, service standards have risen markedly, and the tourism‑cultural sector has grown into a concentrated hub of economic activity. Today, the county boasts 21 open scenic spots, 33 tourist hotels, 104 municipally recognized tourism‑focused villages, 1,700 rural tourism businesses, 24 souvenir‑manufacturing facilities, and 27 travel agencies and retail outlets. The sector directly employs 15,000 people and indirectly supports another 75,000, making Jixian one of the more mature tourist destinations in North China. During the 12th Five-Year Plan period, the county’s tourism industry expanded at an average annual rate of 18%; by 2015, it had welcomed 18 million visitors and generated 9.4 billion yuan in revenue, firmly establishing tourism as a key pillar of the local economy. Since the beginning of this year, Jixian has set a overarching goal of developing all‑area tourism and outlined a six‑pronged strategic plan. Guided by the principle of “strengthening mechanisms to address shortcomings, bolstering foundations to drive upgrades, and enhancing integration to boost efficiency,” the county has mobilized all its resources to launch a comprehensive campaign to transform and upgrade its tourism sector. It is striving to build a model all‑area tourism zone centered on the Dapan Mountain brand, with mountain‑and‑wilderness sightseeing, high‑end resort experiences, and rural leisure as its three core offerings, thereby positioning itself as a first‑class national destination for leisure and tourism.
This year’s Tourism Festival runs from September 22 to October 22, spanning one month. Throughout the event, in close alignment with the national goal of establishing a demonstration zone for all‑area tourism, the festival will highlight the theme of industrial integration and present more than twenty vibrant tourism activities. First, with a strong focus on building the “Jizhou Gift” brand, the festival will undertake multi‑faceted consolidation and promotion of Jixian County’s tourism products. The ten selected “Top Ten Jixian Tourist Souvenirs”—including the Boya Layered Stone series, Jizhou Bajie Sweet‑and‑Sour Garlic, the Yuyang Liquor Industry tourism series, Baxianshan, Jixian Fresh Fruit Juices, “Pin Da” Yellow Bean Paste, Jizhou Blueberries, “Hua Ru Yu” Que Shan Chicken Free‑Range Eggs, Yuan Gu Rock Art, Jixiangqing Panshan Specialty Candied Chestnuts, and the Honghuayu Mulberry Product Line—will be granted the exclusive “Jizhou Gift” designation and undergo in‑depth packaging and marketing. Second, the festival will vigorously advance the integration of sports and tourism. A series of events will be held, including the inaugural Jinmen Panshan International Trail Challenge, the Tianjin leg of the 2016 National Mass Mountain Climbing Fitness Conference and the Tianjin Mountain and Wilderness Sports Games—specifically the second Limutai Mountain Climbing Convention—alongside the third Huangyaguan Great Wall Electronic Music Festival, the Maxinqiao Autumn Harvest Picking Festival, the Xijingyu Autumn Prosperity Feast, and numerous themed activities centered on autumn picking and red‑leaf viewing. Third, the festival will underscore the integrated development of the Beijing–Tianjin–Hebei region. It will invite tourism authorities from Beijing’s Pinggu District, as well as Hebei’s Sanhe City, Zunhua City, Xinglong County, and other leisure‑tourism demonstration zones in eastern Hebei, to jointly launch distinctive initiatives such as “Beijing Residents Explore Jizhou,” “Beijing–Tianjin–Hebei Media Visit Jixian for On‑Site Inspiration,” and “Take the Train to Jizhou, Ride the Bus to Sightsee.”
