Published on: 2026-06-04
Source: People’s Republic of China in Russian –
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“Ten years ago in Zhangjiajie, it was common to encounter groups of South Koreans whose average age exceeded 60 years. At that time, there was a saying in South Korea: taking your parents to Zhangjiajie — that is what true filial piety means,” says Zhang Wei, general director of the international travel agency “Nabayli” in Zhangjiajie, Hunan Province, — “And today Zhangjiajie is gaining popularity among South Korean youth.”Thanks to the film “Avatar,” which popularized the landscapes of Zhangjiajie around the world, and a line from a popular South Korean drama: “Next year, let’s go to Zhangjiajie to see the autumn leaves,” Zhangjiajie is increasingly perceived by young South Koreans as a romantic travel destination.
“Over the past three years, the number of tourists of average and young age has increased by more than 30%. These foreign tourists not only take photographs against the backdrop of mountains and rivers, but also want to get acquainted with the culture.” In connection with the change in the structure and needs of tourists, Zhang Wei headed the creation in the travel agency of a team of internet marketers who speak Korean.The team is actively promoting content on foreign social networks to attract tourists; cooperation has also been established with a number of high-class unique guest houses in Zhangjiajie, where programs such as tea ceremonies, calligraphy, and weaving are offered.
In recent years, Hunan province has consistently taken a number of measures to stimulate the development of tourism. “The increase in the number of international flights, the expansion of the VAT refund program when leaving the country, and the improvement of the efficiency of border checkpoints benefit both foreign tourists and workers in the culture and tourism sectors,” said Zhang Wei.
In 2025, Chanzhou received 1.3303 million foreign tourists, which is 32.79% more than the previous year; tourists arrived from 192 countries and regions. Din Shibiao, deputy general director of the travel agency “Xinchiluy,” specializing in servicing tourists from Europe and the USA, noted: “In addition to shopping, tourists from Europe and the USA appreciate high-quality accommodation, gastronomic experiences, and active recreation.”
Zhan Wei admitted that in the past the main problems of inbound tourism were related to payment, language barriers, and the efficiency of customs clearance. Today, Zhang Zize actively employs bilingual specialists and has also established an exchange mechanism with government officials and youth exchange programs with Hadong County in South Korea. Maps of attractions, signs, and safety warnings are available in several languages. “The offer in the cultural and tourism market must be more differentiated to meet the constantly changing needs of tourists,” said Zhang Wei.
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