Shanxi Cultural Tourism Investment Group's "Sing and Travel in Shanxi" event was unveiled on May 15 at the 2025 Guangzhou International Travel Fair, with over 1,000 representatives from global tourism institutions, travel agencies, airlines, and online travel platforms in attendance.

"Sing and Travel in Shanxi" integrates culture, tourism, transportation, music, and wellness. Employing three major tourism highways and eight provincial airports, the initiative combines the cultural resources of Shanxi's 11 cities, offering visitors a comprehensive, all-in-one tourism service.

Shanxi is renowned as the "Land of Opera and Folk Songs", with a rich musical heritage and numerous classic songs. "Sing and Travel in Shanxi" capitalizes on this, creating five innovative experiences tailored to diverse age groups.

It offers 27 themed routes connecting 976 scenic spots across the province, featuring various regional cultural activities – Yellow River-themed routes allow visitors to learn folk songs and operas and enjoy performances that highlight the majestic charm of Yellow River culture, while Great Wall-themed routes enable tourists to engage in activities like learning the traditional "er ren tai" opera, immersing them in the profound heritage of the Great Wall.