From the hand-building workshops in Taixi River Valley, the porcelain capital, to the autumn harvest scene at Huangling Village in Wuyuan;from the journey to trace the source of drinking water in Sanbaishan at the source of the East River to the exploration of the ancient Hakka buildings in Xinwei in Guanzhi - in recent years, Jiangxi has continuously launched the "Painted Jiangxi: Scenery Extraordinarily Beautiful" cultural tourism promotion month for Hong Kong and Macao.Through distinctive products, warm services and long-term cooperation, it has opened up channels for cultural and tourism exchanges between Jiangxi and Hong Kong and Macao, allowing Hong Kong and Macao tourists to progress from their initial acquaintance with Jiangxi to frequent visits to the province, and exploring a new path for the integrated development of inbound and outbound tourism.

In 2025, it will be the 60th anniversary of the water supply of Dongjiang to Hong Kong. On this occasion, in 2024, Jiangxi Province officially launched the "Painted Jiangxi: The Scenery is Extraordinarily Beautiful" cultural and tourism promotion month for Hong Kong and Macao.Since the first event built the bridge of cultural and tourism connection between Jiangxi and Hong Kong and Macao, many tourists from Hong Kong and Macao have come to Jiangxi to explore and appreciate the charm of the Jiangxi culture and landscape. Over the past three years, the cultural and tourism exchanges between the two places have continued to heat up.The "Painted Jiangxi: The Scenery is Extraordinarily Beautiful" Jiangxi Culture and Tourism (Macau) Promotion Conference in 2026 is coming as scheduled, fully unlocking the new journey of Jiangxi tourism suitable for tourists from Hong Kong and Macao.

Create deep travel routes

"This is my first time visiting Jiangxi. Only by experiencing it myself did I realize that the landscapes and ancient culture have even more charm."Hong Kong travel blogger Chen Lili shared her travel experiences on social media after a 4-day, 3-night in-depth tour of Ganzhou, Jiangxi Province in 2026.Hong Kong tourists have long been no longer satisfied with the superficial and short trips for sightseeing. The Jiangxi tourism authorities have focused on the needs of the target audience and continuously updated high-quality tour routes, using diverse cultural tourism resources to retain Hong Kong tourists.

In 2024, the first "Tourism and Culture Promotion Month for Hong Kong and Macao" was launched in Hong Kong. Jiangxi Province simultaneously introduced four themed premium routes, connecting Lushan Cloud Sea, Jingdezhen Ceramics, Wuyuan Autumn Sunbathing, and Gan Nan Hakka Villages, covering resources highly valued by the Hong Kong market such as natural ecology, intangible cultural heritage ceramics, Hakka folk customs, and opera culture.In October of the same year, over a hundred teachers and students from True Light Middle School in Kowloon visited the Sanbaoshan in Ganzhou and conducted on-site exploration of the source of the East River.The East River connects the regions of Jiangxi and Hong Kong. The students tasted the living water from the source themselves and truly understood the profound meaning of "thinking of the source when drinking water".

Reciting "Tengwang Pavilion Ode" at Tengwang Pavilion grants free admission. Visiting the clouds and mist on Lushan Mountain, and staying in the renovated traditional Chinese architecture guesthouses in Wuyuan, "Painted Jiangxi" has truly entered the hearts of tourists from Hong Kong and Macao.In 2025, Jiangxi will upgrade and launch 5 brand-new theme tour routes. At the same time, Jiangxi will also add additional preferential policies to benefit the public.The provincial level has launched the "Xi Xi Ruyi, Enjoy Jiangxi" cultural and tourism benefits, and all 70+ cities across the province have implemented over 70 inbound tourism incentive policies. 34 scenic spots, 14 hotels and 14 guesthouses have launched exclusive discount packages for tourists from Hong Kong and Macao.

Longnan Guankeshi Xinnwei has become a popular tourist destination. After visiting it, Hong Kong tourist Ms. Chen said that the Hakka courtyard houses, which combine defensive functions with Eastern aesthetics, are an important manifestation of Chinese architectural aesthetics.

In 2026, the third "Painting Jiangxi - The Best Scenery in Jiangxi" cultural and tourism promotion month for Hong Kong and Macao was held as scheduled. In addition, a photo exhibition on scenic spots and an exhibition of traditional craftsmanship photography were also held as supporting events.

Upgrade the caring service

After a gap of over 20 years, I came to Jiangxi again. The high-speed rail directly connects the cities and the urban facilities have been comprehensively upgraded. The convenience of travel exceeded my expectations.Mr. Lin, a tourist from Hong Kong, arrived in Nanchang by a tourist special train. The convenient transportation became his most direct impression during this trip.Tailoring the travel experience to the travel habits of tourists from Hong Kong and Macao, and comprehensively optimizing the supporting services, are the key factors that attract tourists from Hong Kong and Macao to visit Jiangxi repeatedly.

From 2023 to 2025, the cultural and tourism authorities of Jiangxi Province frequently went to the Greater Bay Area for investment promotion and cooperation. They held events such as the Jiangxi Cultural Tourism Investment Promotion and Introduction Meeting and the Cultural Tourism Industry Investment Promotion and Introduction Activities in Shenzhen, promoting Jiangxi and negotiating cultural tourism projects, aiming to provide impetus and support for the high-quality development of Jiangxi's cultural and tourism industries.The Jiangxi Provincial Government signed a strategic cooperation agreement with China Travel Group and Hong Kong China Travel (Group).

The Jiangxi Provincial Department of Culture and Tourism has collaborated with China Travel Group to establish "Jiangxi's Scenery is Extraordinarily Beautiful" tourism promotion centers in Hong Kong and Macao.The Hong Kong center adopts a "1 center + 11 local travel agencies" linkage model, precisely connecting with the tourism resources of the 11 prefecture-level cities in Jiangxi.The venue features immersive landscape settings, 24/7 tourism promotional videos, and AI intelligent consultation devices. Many Hong Kong and Macao residents stopped by and made on-the-spot arrangements for a 6-day in-depth tour of Jingdezhen.A hundred buses themed around Jiangxi tourism are shuttling along the main roads of Hong Kong and Macao, with red culture, sea of clouds scenery, and kiln fires of the porcelain capital depicted on their bodies, integrating Jiangxi's scenery into the daily lives of Hong Kong and Macao residents.

Meanwhile, Jiangxi has allocated 20 million yuan as a special support fund for "attracting tourists to the province". All scenic spots and hotels across the province have set up foreign currency exchange outlets and foreign card payment devices.Lushan and Wugong Mountain have established immigration affairs service centers. The whole province is promoting the construction of a tourism credit system.The overall satisfaction of tourists remains above 90%. Various regions have introduced group tour incentive policies. Ganzhou offers rewards ranging from 40,000 to 150,000 yuan for different-sized Hong Kong and Macao tour groups, while Jiujiang offers the highest subsidy of 200,000 yuan for group tours. This effectively reduces the operating costs of Hong Kong and Macao travel agencies.

In many scenic spots in Jiangxi Province, in order to provide more personalized services for tourists from Hong Kong and Macao, dedicated Cantonese-speaking tour guides have been specially hired. Hotels can offer light Cantonese-style dishes and prepare conversion plugs for Hong Kong tour groups.Huangling has set up exclusive photo spots for tourists from Hong Kong and Macao. In Nanchang, taxis voluntarily play Cantonese music.When over a thousand Hong Kong tourists arrived by special train in Jiangxi Province, the Hong Kong elderly couple who had visited twice said that the high-speed rail from Hong Kong to Nanchang only takes 4 hours. The comfortable and considerate services made them willing to come to Jiangxi again for sightseeing.

Expand cooperation channels

Cultural and tourism exchanges should not be limited to short-term promotion. Jiangxi has established a multi-party cooperation platform involving government, enterprises and schools, promoting cultural and tourism exchanges between Jiangxi, Hong Kong and Macao from periodic activities to a long-term and regular collaboration, and continuously deepening the connection of people's hearts between the two regions.

In April 2025, the "Discover Jiangxi" overseas promotion plan was officially launched, aiming to attract more overseas tourists to actively explore Jiangxi.In 2025, 32 leading travel agencies from Jiangxi and Hong Kong signed agreements to send tourists, and the Jiujiang Lushan Cultural Tourism Promotion Center was established in Hong Kong and Macao. It quickly received over 300 Hong Kong large tour groups;the Mingyue Mountain in Yichun welcomed a thousand-person Hong Kong tour group, and the Longhu Mountain in Yingtan launched a 6-day pure tour line for Hong Kong and Macao via high-speed rail, with high registration interest remaining.The person in charge of Hong Kong Investment Promotion Travel Agency climbed Tengwang Pavilion and was impressed by the timeless masterpiece in the textbooks coming to life in reality, expressing great expectations for the cultural tourism cooperation between Jiangxi and Hong Kong.

In 2025, the "100 Hong Kong and Macao Principals' Tour of the Mainland - Experience Journey of Humanistic Jiangxi" visited Lushan. Nearly 30 Hong Kong and Macao principals visited Bai Juyi's Cottage and Dali Temple, recited "The Peach Blossoms in Dali Temple", and observed rare plants in Lushan.Vice President of the Hong Kong New Territories Principals' Association, Yu Dawei, said that they will organize more students to conduct research and study in Jiangxi, using cultural and tourism experiences to enhance young people's sense of national identity.In the 2024-2025 academic year, the "Citizenship Studies" program for Hong Kong high schools added the "Drinking Water and Thinking of Origin" itinerary for visits to Jiangxi. Multiple batches of teachers and students went to Ganzhou for the visit. This web of friendship and longing has become denser and denser.Jiangxi hosted the national-level intangible cultural heritage performance project "Roots and Soul - Abundant Natural Resources and Very Huizhou" in Hong Kong, exhibiting over 200 intangible cultural heritage collections and holding 22 special performances, attracting more than 100,000 Hong Kong citizens to attend the exhibition and learn about Huizhou culture and ceramic craftsmanship.

The Dongjiang River flows continuously, connecting the deep friendship among Jiangxi, Guangdong and Hong Kong.The "Painted Jiangxi: The Scenery is Extraordinarily Beautiful" cultural and tourism promotion month, which has been held for three consecutive years, has become an annual cultural and tourism event that never changes for Jiangxi, Guangdong and Hong Kong. More and more Hong Kong and Macao tourists have come to Jiangxi and understood the place.Relying on high-quality cultural and tourism products, refined inbound services and regular cross-border cooperation, the story of the mutual exploration and interaction between Jiangxi, Guangdong and Hong Kong continues to write a new chapter.

The source of the Dongjiang River - peace is not far away in your heart

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