As summer arrives, how can one have a carefree and enjoyable time? The answer is: come to Sichuan. Over the next two months, the province will host more than 1,000 consumption-promoting events, running alongside the 12th edition of The World Games (TWG). With this exciting lineup, Sichuan promises a wonderful summer getaway.

On the evening of June 30, at Ziyang Fantawild, a newly built consumption scene in Sichuan, the consumption-promotion campaign "Cool off in Summer, Shop in Sichuan and Chongqing" was launched. The event was organized by the People's Government of Sichuan Province and co-hosted by the Department of Commerce of Sichuan Province, the Department of Culture and Tourism of Sichuan Province, the Chongqing Municipal Commission of Commerce, and the Dazu District People's Government of Chongqing Municipality.

Under the four core themes of "Premium Shopping, Gourmet Delights, Cultural Adventures, and Artistic Performances", amplified by the excitement of TWG, Sichuan is set to deliver extraordinary and thoughtfully curated summer experiences for visitors.

Sichuan Launches Four Special Summer Consumption Routes

"Our platform's big data reveals that over 26 million users searched for 'Sichuan consumption' in the past 30 days. This traffic surge paints a vivid heatmap of summer consumer enthusiasm for the Land of Abundance," said Hu Huamei, head of Douyin Group's Sichuan Public Affairs, at the event. "Such numbers speak volumes about Sichuan's growing pull among shoppers."

This summer in Sichuan, over 10,000 shopping districts, pedestrian streets, and commercial complexes will jointly host 1,000+ themed promotions to boost spending. The promotion campaign features four specially curated summer consumption routes, each with distinct themes, allowing visitors to freely "pick and choose" based on their preferences.

The "Joyful Shopping in Tianfu" route immerses visitors in Sichuan's vibrant fashion scene and nighttime economy, igniting passion for leisure shopping through diverse retail experiences. Featured stops along the route are: the trendsetting shopping hub for hype brands on Chunxi Road in Chengdu, the "Fujiang River Vibes" urban trendy consumption new space in Mianyang, the Blue Sword Yongcheng culture-commerce boulevard in Deyang, the fashion-forward downtown circle in Dazhou, the Gangying Xinjieli special cultural-tourist street in Neijiang, the Chow Modern Plaza in Zigong, and the Taigu Specialized Trendsetters Avenue in Panzhihua.

The "Flavors of Tianfu" route immerses visitors in Sichuan's gastronomic soul, where China's culinary heritage finds its bold flavor expression. The culinary route features several signature stops: Chengdu's Huashang Food Landmark, Bazhong's Enyang Ancient Town, Yibin's Yangtze River Music Joy Street, Leshan's Zhanggongqiao gourmet quarter, Ziyang's Lezhi Shuaixiang Avenue BBQ district, Nanchong's "Xihe Impression" dining street, and Luzhou Langjiu Estate's "Wine Song Plaza".

The "Pleasant Tour of Tianfu" route brings together many extremely popular cultural and tourism consumption destinations in Sichuan. Destinations along this route include: Sanxingdui Museum in Deyang, Anyue Grottoes paired with Fantawild theme park in Ziyang, Panda Performance Center in Ya'an, Cuiyun Corridor in Guangyuan, Huaying Mountain in Guang'an, Gongga Mountain scenic loop in Ganzi, Luoji Mountain (famous for its Torch Festival celebrations) in Liangshan, and Jiuzhaigou Valley in Aba.

The "Dynamic TWG Adventure" route links numerous competition venues into a sports-consumption belt. This sports event route features the following venues: Chengdu Dong'an Lake Sports Park, Chengdu Phoenix Hill Sports Park, Suining Guanyin Lake, Meishan International Rock Climbing Center, Bazhong City Sports Center, Gaoxian County Culture-Sports-Art Center in Yibin, and Leshan's Mount Emei Stadium.

Feast, Explore and Celebrate Across Sichuan and Chongqing

Sichuan and Chongqing are neighbors in geography and kindred in culture. Every culinary adventure and cultural discovery across this region delivers double the joy.

During the campaign, Chongqing launched its "Love Chongqing" summer travel guide. Additionally, Sichuan's Ziyang and Chongqing's Dazu jointly introduced China's first cross-provincial grotto and rock-carving heritage trail, complemented by their co-branded "Zi-Zu for Timeless Joy · Cool Summer" event series.

"As the country's first cross-provincial collaborative grotto and rock carving heritage trail, this route links over 700 cultural treasures across Sichuan and Chongqing, collectively forming the world's largest open-air museum of grotto art," explained Niu Sanshan, a docent at Ziyang Museum.

"Dazu has established a new national-level immersive experience scene for smart tourism," said Yang Dejun, Deputy Director of Dazu District Commission of Commerce, Chongqing. Yang highlighted that Dazu created an 8K dome film, "Dazu Rock Carvings", the world's first to combine live-action footage with CG animation. This innovative production transforms physical carvings into a digital universe, seamlessly merging dome-screen immersion with 8K ultra-HD clarity to showcase the site's extraordinary artistic value and profound cultural significance.

During this year's Labor Day holiday, Sichuan's first digital cultural tourism complex for grotto art, the Anyue Grottoes Digital Exhibition Center, made its official public debut. "Over 1,000 cliffside statues have been digitally recreated, offering visitors tactile and interactive immersive experiences," said Chen Tingjian, Deputy Director of Ziyang Municipal Bureau of Commerce. The two regions are accelerating the development of diverse nighttime economies to provide round-the-clock fulfillment of dining, entertainment, shopping, and leisure needs, Chen noted.

Ticket Stub Economy Gets a Creative Upgrade

Sichuan is reinventing the popular ticket stub economy with exciting new possibilities. During the campaign, five cities—Ziyang, Chengdu, Mianyang, Deyang, and Meishan—will jointly launch "ticket stub +" promotions, offering discounts across dining, accommodations, transportation, attractions, shopping, and entertainment, with the total amount of concessions expected to exceed 100 million yuan, according to an official from the Department of Commerce of Sichuan Province.

The upcoming TWG 2025 will spark another wave of ticket-based economic activity. Deng Ke, Director of the Trade in Services Division at Chengdu Municipal Bureau of Commerce, explained that authorities will capitalize on the peak summer consumption season to offer consumers a series of novel exploration experiences.

Chengdu will soon launch its "Chengdu Nuptial Joys" ticket-stub economy initiative, allowing marriage certificates to serve as participation vouchers, boosting the "sweet economy" ecosystem and making "getting married in Chengdu" the latest lifestyle trend. By early July, Chengdu plans to launch its 2025 Service Consumption Season · Smart Map for Ticket Stub Activity, linking offline venues across Chengdu, Deyang, Meishan, Ziyang, and Mianyang for cross-city recognition of ticket benefits. It strives to enable one-tap access to ticket-stub scope, exclusive discounts, and curated scenarios.

Foreign-invested enterprises in Sichuan will also get to experience the innovative ticket stub economy. The reporter learned from the event site that from now until the end of December, consumers of Lavazza Coffee (a Yum China brand) can enjoy a ten percent discount on all beverages at four designated Lavazza coffee stores in Chengdu by presenting the ticket stub of any concert or event held within Sichuan Province (discount cannot be combined with other offers). This initiative seamlessly bridges cultural tourism and dining experiences.