Shanxi province has been promoting its cultural tourism brand through diverse "culture + tourism" initiatives since the start of the 14th Five-Year Plan (2021-25), positioning cultural tourism as a key driver of the province's comprehensive transformation and high-quality development.

Shanxi now boasts 182 national intangible cultural heritage (ICH) projects and 198 inheritors, ranking third in China, with strengthened efforts to protect and preserve ICH leading to the establishment of the Jinzhong National Cultural Ecological Protection Zone. 

The province has also enhanced access to public cultural resources, with over 80,000 free performances delivered to rural areas and cultural activities benefiting the public for five consecutive years, significantly improving the equalization of basic public cultural services.

The number of A-level scenic spots in Shanxi has increased from 237 to 462, and 5A-level spots have grown from nine to 12. A comprehensive service system has been established with 6,947 cultural tourism enterprises, 1,303 travel agencies, and 15,000 licensed tour guides. New wellness, rural, industrial, and sports tourism models have gained national recognition, attracting more visitors and benefiting local communities.

The province has employed new media platforms like Douyin, Xiaohongshu, and Bilibili for targeted marketing and tapped into popular works like Black Myth: Wukong, launching innovative activities such as "Travel Shanxi with Wukong", which frequently trend on social media. International cooperation has also been deepened, utilizing the 240-hour visa-free transit policy to attract international tourists, significantly enhancing Shanxi's cultural tourism popularity.

With optimized 5G network coverage and an innovative tourism cloud platform, Shanxi has established a comprehensive feedback system for visitor satisfaction. These initiatives have significantly boosted visitor convenience, satisfaction, and brand recognition, strengthening the "Satisfactory Tourism in Shanxi" brand.