Zhongxiang, a county-level city in central Hubei province, has been focusing on developing four major cultural tourism products, based on its rich historical and cultural resources.

Ming Dynasty culture

As the Ming Dynasty's Jiajing Emperor (who was also known as Shizong, and who reigned from 1521 to 1567) was born in Zhongxiang and lived in the city before becoming emperor, several imperial tombs, palaces and temples are located in the area, and they are currently under renovation. The authorities hope that these sites will be included in new tourist itineraries.

Chu culture

Zhongxiang is said to be one of the places where Chu culture originated. Fives kings of the Chu State in the Spring and Autumn Period (770-476BC) and the Warring States Period (475-221BC) set up their capital in Zhongxiang. The city is also known due to several famous Chu poets and artists who lived and worked in the area.

Longevity culture

The Zhongxing people are known for living long lives and Emperor Jiajing named the city “zhongxiang”, meaning “blessed with propitious omen”. It was also known by the name “changshou”, meaning “l(fā)ive long and happily”.

The city’s tourism association and a research association of longevity have invested in foods that are seen as promoting good health, and they have also launched a “Longevity Industry Park”. In addition, the city holds a special event, the Zhongxiang Longevity Culture Tourism Festival, every two years.

Religious culture

Zhongxiang is also a city of religion, and various religious sites are located in the area, with many visitors offering joss sticks and praying.

Every year on the third day of the third lunar month and the ninth day of the ninth lunar month, the local government organizes temple fairs at different places, such as Yuanyou Palace and Wenfeng Tower, two of the National Cultural Relic Units in the city.

The restored Longshan Baoen Temple and the Yunfeng Temple each receive more than 200,000 tourists annually, and Zhongxiang’s temple fairs attract more than 100,000 visitors every year.

In addition, Zhongxiang city has strived to preserve various traditions, such as filial piety, and its local cuisine is also seen as an important tourism resource.

Edited by Niva Whyman