Hubei unveils 5 new tourist routes and 8 experience themes for overseas visitors
China's Hubei province has launched five tourist routes for overseas visitors in Xiangyang, with eight experience themes and business-matching events for foreign agents.
Hubei province in central China has launched five tourist routes designed specifically for foreign visitors, unveiled at the 2026 Hubei Culture and Tourism Development Conference in Xiangyang last Thursday. The news was released on 21 September 2026. The aim is to turn the province's cultural and natural resources into inbound tourism products that are ready for the global market.
The Five New Routes Launched
Each route follows a different storyline, allowing overseas operators to design programmes that match their customers' interests.
- A Yangtze River cruise route retracing the culture of the Three Gorges and the legends of the Three Kingdoms
- An eco-tourism route showcasing the natural beauty of the Shennongjia forest area, Wudang Mountain and the Three Gorges
- A cultural tourism route linking the history of Jingzhou, Xiangyang and Suizhou
- A revolutionary history route through Hong'an County and Honghu
- An urban sightseeing route in Wuhan, the capital city of Hubei province
Every route combines local cuisine, activities that let visitors experience intangible cultural heritage, and modern urban lifestyle experiences, making the province more accessible to foreign tourists.
Eight Experience Themes for Different Interests
In addition to the main routes, Hubei has also put together eight themed experiences: visiting World Heritage sites, cruising the Yangtze River, experiencing Jingchu culture, and viewing cutting-edge technological innovation.
The other four themes are traditional Chinese medicine and wellness, contemporary lifestyle, festivals and celebrations, and seasonal flower viewing. Programme planners can mix and match themes with routes to suit their target audience.
Key Event Details and Tourism Figures
| Detail | Information |
|---|---|
| Event | 2026 Hubei Culture and Tourism Development Conference |
| Venue | Xiangyang, Hubei province, China |
| Date of release | 21 September 2026 |
| Routes launched | 5 routes |
| Experience themes | 8 themes |
| Visitors in 2025 | Nearly 1 billion visits |
| Tourism revenue in 2025 | More than 1 trillion yuan |
These figures reflect the potential of Hubei's cultural heritage and diverse landscapes. The event also featured business-matching activities between local tourism operators and overseas travel agents.
Direction of Inbound Market Expansion
In recent years, Hubei has developed new tourism products, expanded its overseas marketing channels, and organised cultural activities for visitors to experience up close, while upgrading facilitation services and strengthening cooperation with partners around the world.
Provincial culture and tourism officials said the new set of routes would provide a comprehensive option for overseas tour operators and help reinforce Hubei's image as a world-class cultural tourism destination.
Who This News Matters To
Tour operators and travel programmers looking for new destinations in China will find a range of route and theme ideas to choose from. Travellers who enjoy history, nature and local cuisine can use this news as a starting point for planning a trip to Hubei, while hotel professionals and event organisers handling Chinese clientele may use it as reference for designing their services.