On October 31, 2025, the second "Panda Fans Sichuan Tour" global launch event took place at the 1869 China Giant Panda Eco-World in Ya’an. Guided by Sichuan Provincial departments and the Ya’an Municipal Government, the event was hosted by Sichuan Tourism Investment Group.

The event, held under the theme "Shu Life · Beautiful Travel," spotlighted the giant panda cultural IP. It introduced a series of themed tourism products and experiences designed to boost cultural tourism consumption and showcase Sichuan’s unique charm to a global audience.

The launch featured a spectacular tourism performance, "The Return of the Panda." Officials highlighted Ya’an’s role as a historical starting point for pandas and its commitment to building itself into a premier global panda cultural tourism destination.

A key highlight was the introduction of the "Panda Partner Global Recruitment Plan," calling for international volunteers and promoters passionate about pandas and ecological conservation. Ten new panda-themed tour products were also released, covering areas like eco-adventures, cultural immersion, and educational trips, enhanced by digital services for a seamless visitor experience.

Attendees, including global panda enthusiasts, visited the Ya’an Bifengxia Panda Base and a special Panda Bazaar showcasing local culture, creative goods, and intangible cultural heritage. Over 50 businesses participated, offering a diverse range of Sichuan-themed products.

To broaden its reach, Sichuan Tourism Investment Group partnered with Sichuan Airlines for panda-themed cabin experiences on Beijing–Chengdu flights. Interactive panda flash mobs and games were also held at Chengdu Shuangliu International Airport, offering prizes and promoting special travel discounts.

Co-organized by multiple institutions and enterprises, with support from the China Conservation and Research Center for the Giant Panda, the event represents a collaborative effort to boost Sichuan"s cultural tourism. Activities will continue until December 2025, featuring both online and offline promotions.

As a leading player in Sichuan"s tourism sector, Sichuan Tourism Investment Group continues to integrate resources and innovate offerings, using the panda IP to stimulate consumption and strengthen the "Beautiful Sichuan · Leisure Shu Life" brand globally.

第二届“大熊猫粉丝四川游”全球发布活动在雅安举行，打造沉浸式熊猫文旅体验

2025年10月31日，第二届“大熊猫粉丝四川游”全球发布活动在雅安1869中国大熊猫生态世界举行。本次活动在四川省相关部门和雅安市人民政府指导下，由四川旅投集团主办。

活动以“蜀里安逸·美好旅游”为主题，聚焦大熊猫文化IP，推出了一系列特色消费产品和主题体验，旨在激发文旅消费潜力，向全球展示“锦绣天府·安逸四川”的独特魅力。

发布仪式在大型旅游演艺《熊猫归来》中拉开帷幕。相关负责人在致辞中强调了雅安作为大熊猫文化重要目的地的地位，并表示正持续构建以熊猫文旅为核心的多元化旅游目的地体系。

活动现场启动了“熊猫伙伴全球招募计划”，面向全球征集热爱大熊猫、关注生态保护的志愿者和推广使者。同时发布了十大“大熊猫粉丝四川游”特色消费产品，涵盖生态探秘、文化体验、研学教育等多重主题，通过数字化赋能为游客提供全链条高品质服务。

与会嘉宾和全球熊猫粉丝代表参观了雅安碧峰峡熊猫基地，并体验了汇聚川蜀文化创意与非遗特色的“熊猫市集”。市集集结了50余家企业，展出包括双宝文化、熊猫邮局、三星堆文创等在内的千余种四川特色产品。

为扩大影响力，活动期间还联合四川航空在航班上打造熊猫主题客舱，开展沉浸式宣传；并在成都双流机场举办大熊猫主题快闪与趣味互动，向旅客推介景区门票优惠与酒店补贴等政策，形成“空中+地面”联动的立体推广网络。

本次活动由多家单位共同协办，并得到中国大熊猫保护研究中心支持，形成了政企联动、多方参与的推广格局。系列活动将持续至2025年12月，通过线上线下多种形式释放文旅消费活力。

作为全省文旅产业龙头企业，四川旅投集团表示将持续深化资源整合与业态创新，以熊猫为媒介、以消费为动力，为加快建设文化强省旅游强省、提升“锦绣天府·安逸四川”品牌全球影响力注入新动能。