Hubei Launches Five Inbound Tourism Routes and Eight Specialist Experiences
China's Hubei Province has unveiled five routes for international visitors, eight specialist experiences and business matching with overseas travel agents.
Hubei Province in central China has announced five tourism routes designed specifically for international visitors. The announcement was made at the 2026 Hubei Culture and Tourism Development Conference in Xiangyang. The aim is to turn the province's cultural and natural resources into inbound tourism products that the global market can more easily resell. The news is dated 21 September 2026.
The five routes
The first route is a Yangtze River cruise, taking in Three Gorges culture and the stories of the Three Kingdoms. The second focuses on nature, visiting the Shennongjia forest area, Wudang Mountain and the Three Gorges.
The third route is cultural, linking the history of Jingzhou, Xiangyang and Suizhou. The fourth retraces revolutionary history in Hong'an County and Honghu City.
The final route is a tour of Wuhan, the provincial capital. Every route combines local food, hands-on intangible cultural heritage activities and modern urban lifestyle experiences, making the province easier for overseas visitors to access.
Eight specialist experiences for visitors
In addition to the main routes, Hubei has put together eight types of travel experience to suit a range of interests. These include visiting World Heritage sites, cruising the Yangtze River and experiencing Jingchu culture.
Others cover technology and innovation, traditional Chinese medicine and wellness, contemporary lifestyle, festivals and seasonal flower viewing. Travellers can therefore choose from culture, nature and wellness themes.
Figures and activities at the event
| Details | Information |
|---|---|
| Event | 2026 Hubei Culture and Tourism Development Conference |
| Location | Xiangyang, Hubei Province, China |
| News dated | 21 September 2026 |
| Routes launched | 5 routes |
| Specialist experiences | 8 types |
| Visitors in 2025 | Nearly 1 billion visits |
| Tourism revenue in 2025 | More than 1 trillion yuan |
The event included a business matching session between local tourism operators and overseas travel agents, giving both sides the chance to discuss cooperation directly.
Hubei has steadily promoted inbound tourism. It has developed new types of product, expanded overseas marketing channels, organised cultural activities that bring visitors closer to local life, improved services that make travel easier for international tourists and strengthened cooperation with partners around the world.
A provincial culture and tourism official said the new routes will offer overseas tour operators a comprehensive choice and reflect Hubei's appeal as a world-class cultural tourism destination.
Who should take note
This news is relevant to tour companies and travel professionals looking for new destinations in China on which to base tour programmes. It also concerns travellers who enjoy culture, nature and history, who now have more ready-made routes to choose from.