The inbound tourism brand “Mysterious Guizhou” was launched globally.

On January 10, the inbound tourism brand “Mysterious Guizhou” was officially launched globally.

Initiated and promoted jointly by the Guizhou Tourism Talent Development Promotion Association, the Guizhou Travel Agencies Association, and the Guizhou Tour Guides Association, this brand aims to integrate high-quality resources across the industry and form a cohesive force for external marketing. It represents the tourism sector's proactive efforts, self-innovation, and commitment to serving the province's broader interests.

In recent years, under the guidance of the Guizhou Provincial Department of Culture and Tourism, the province's tourism sector has undergone rapid transformation and iterative upgrades in product design capabilities. The professionalization and standardization of its service system have laid a solid foundation for welcoming global visitors. Currently, with the expansion of direct flights from major source markets and the deep empowerment of online travel platforms, Guizhou is entering a critical window period of transition. It is shifting from being a link in traditional domestic tours and inter-provincial itineraries to becoming an independent, deeply attractive international inbound tourism destination.

Facing this historic opportunity, the mission of Guizhou's tourism industry is to translate provincial strategies into tangible, experiential market products and service systems.

Zhu Xi, President of the Guizhou Travel Agency Association, stated during the brand launch: “Secret Guizhou is not merely a promotional slogan, but a systematic action plan rooted in industry practice and designed to address market pain points.” The brand centers on four core strategies: integrated international promotion, in-depth experiential product development, precision global marketing outreach, and enhanced professional service capabilities. The three associations will collaborate with tourism-related enterprises and institutions across the province to transform “Mysterious Guizhou” from a brand identity into genuine global visitor acclaim.

Through systematic efforts, the co-initiators and promoters of this brand will ensure every international visitor to Guizhou experiences a “cherished journey of exploration,” ultimately establishing “Mysterious Guizhou” as the irreplaceable symbol of the Eastern mystery in the hearts of global travelers.