Five works from Jiangsu have won the National Culture and Art Awards, while Xinghua's Dongluo Village was selected by the UN Tourism Organization as a "Best Tourism Village." The province now ranks second nationally in the number of state-level intangible cultural heritage inheritors. Brand campaigns like "Tour Jiangsu with the 'Su Super League'" have demonstrated significant appeal. In 2025, Jiangsu's cultural and tourism sector marked the final year of the "14th Five-Year Plan" with numerous new landmarks, artistic masterpieces, and cultural events, creating vibrant highlights for "Charm of Jiangsu."
As 2026 marks the beginning of the "15th Five-Year Plan" period, how will "Charm of Jiangsu" advance its initiatives? On the morning of February 5, the Provincial Department of Culture and Tourism convened a provincial work conference to meticulously plan key tasks for 2026. Building on the foundation laid for the "15th Five-Year Plan" cultural tourism development, a series of promising targets were established.
The province aims to further elevate the prominence of artistic creation, known as the "Jiangsu phenomenon." In line with the national "Three-Year Action Plan for Drama Revitalization (2026-2028)," Jiangsu will formulate its own three-year action plans for high-quality development in stage arts, fine arts, and calligraphy. Original dance drama "10909" will be promoted, with enhanced guidance for artistic creation and coordinated advancement of various thematic projects. Selection processes for major stage art projects in 2026 will be carefully managed. Support for applications to the National Art Fund will be strengthened, and the funding mechanism for Jiangsu's art projects will be refined to incubate more new productions, with sustained performance capability being a key criterion.
Efforts will focus on nurturing the source of artistic creation through initiatives like the Zijin Drama Script Creation Plan and support for small theater works. Forums and matchmaking events between troupes and scriptwriters will be organized to streamline the creation process. A conducive environment for artistic development will be fostered by improving internal management systems for art groups and increasing support for cultivating high-level talent, particularly among youth, ensuring intergenerational succession in the arts.
Since the "14th Five-Year Plan," public cultural services in Jiangsu have become more standardized and equitable, with the average annual visits to cultural venues per capita rising to 7.03. In 2026, the focus will be on meeting public demand for cultural enrichment by enhancing the supply of high-quality, accessible cultural offerings. Activities such as "Discover Jiangsu Charm: Premier Exhibitions Close to Home," "Jasmine Blooms: Quality Performances Nearby," and "Charm of Jiangsu: Intangible Heritage Experiences Locally" will feature renowned artists, award-winning works, and new creations. These will be integrated with the "Su Super League" events and local tourism activities, reaching theaters, malls, enterprises, and scenic spots across all 95 counties and districts, ensuring wider public access to cultural excellence.
The initiative to upgrade public cultural spaces will improve library and cultural center systems, exploring innovative formats like "Citizen Art Night Schools." Integration of public venues, small theaters, tourist sites, and commercial complexes will create cultural hubs embedded in daily life, making culture more dynamic and integral to the community. Efforts to engage emerging artistic forces will include campaigns like "Charm of Jiangsu: More Beautiful with You," offering accessible platforms for public participation in performances, singing, and skill displays, empowering people to co-create and share in cultural experiences.
In 2026, the protection and utilization of cultural heritage will be enhanced to preserve and promote the nation's cultural treasures. The fourth national cultural relics survey will include sites like the Wujiabang Ruins, alongside the scientific formulation and implementation of Jiangsu's "15th Five-Year Plan" for cultural heritage. Revisions to the "Jiangsu Provincial Regulations on Cultural Relics Protection" will be initiated. The provincial survey will legally identify and catalog immovable relics, establishing a comprehensive database and directory. Advanced technologies will be employed for monitoring and conservation, with projects like "Digital Cultural Treasure Chest" and "Cloud Museums" aiming for the "digital immortality" of heritage.
Jiangsu's regional civilization exploration project will continue, emphasizing the protection and utilization of major sites, including the development of national and provincial archaeological parks. Projects such as the Jintan Sanxingcun, Changzhou Sidun, and Wuxi Helü City sites will offer authentic historical experiences. A special campaign for the safety management of state-owned museum collections will be launched, alongside improvements to donation management systems and upgrades to the provincial museum collection archives system.
Connecting cultural heritage with modern life, both online and offline initiatives will promote exhibitions, creative products, and intangible heritage items. Events like "Museum Journeys" and "Intangible Heritage in Six Settings" will highlight the historical, cultural, artistic, and contemporary value of heritage.
The implementation of the State Council's "Work Plan for Accelerating the Cultivation of New Growth Points in Service Consumption" will drive high-quality development in cultural tourism and digital cultural industries through three-year action plans. Growth will be fueled by cultural creativity, technological innovation, and industrial integration, aiming to establish cultural tourism as a pillar industry. Events such as the Cultural Tourism Consumption Promotion Season and Rural Tourism Festival will be held, alongside the innovative eighth Grand Canal Cultural Tourism Expo and the fourth season of "The Unknown Charm of Jiangsu," featuring travel products that blend local culture with visitor experiences.
Integrated brands like "Travel with Performances," "Travel with Exhibitions," and "Travel with Films" will be optimized to create culturally rich, standout tourism products. Popular offerings like "Taihu Lake Scenic" water tours, "Free Drive" RV camping sites, and "Charm of Jiangsu" themed trains will enhance immersive experiences for visitors.
Development of the "Two Corridors, Two Belts, Two Zones" will tap into the potential of city tours, county explorations, and rural tourism. Projects will include "Immersive City" leisure spaces, boutique tourism counties, and characteristic villages, building a seamless, attractive tourism environment. The "AI + Cultural Tourism" initiative will foster digital art, entertainment, and gaming industries, promote smart tourism innovation, and explore authorized use of public cultural tourism data, aligning technological advances with industry needs.
The conference underscored safety as a cornerstone of high-quality cultural tourism development, stressing unwavering attention to production safety. Meanwhile, leveraging market strategies and reputation, the "Suxin Tour" service will enhance Jiangsu's hospitality image. At the juncture of the "14th Five-Year Plan" and "15th Five-Year Plan," Jiangsu's cultural tourism sector will emphasize distinctive features, deeper integration, consolidation of strengths, and addressing weaknesses. This approach will empower cultural-driven economic growth, preserve and promote traditional Chinese culture, showcase the unique charm of "Charm of Jiangsu," and improve governance, ensuring steady, leading progress in high-quality development.