As a member of the UNESCO Creative Cities Network since 2010, Chengdu has established itself not only as the home of Sichuan cuisine but also as a city where cultural heritage and innovation thrive side by side. We spoke with Jiao Hui, Chengdu’s focal point for the UCCN, about how the city defines and develops creative tourism.
For us, it’s immersive, hands-on cultural participation: cooking classes with master chefs, bamboo craft workshops, or nighttime ‘hot pot culture’ tours that blend taste with storytelling.
— Jiao Hui, Focal Point, Chengdu, UNESCO City of Gastronomy
Q: Chengdu is widely known for its food culture. How would you describe its overall cultural and creative identity?
A: Chengdu’s identity is rooted in 4,500 years of history as a center of leisure, innovation, and gastronomy. It’s famous for teahouse culture, Sichuan opera, and of course, our UNESCO-listed cuisine. But creativity here goes beyond tradition—you see it in our street food stalls, design districts like Tianfu Software Park, and even in how we share panda culture with the world.
Q: What motivated Chengdu to join the UNESCO Creative Cities Network?
A: We joined the network in 2010 to amplify our culinary heritage and to support sustainable urban development. Being part of the network allows us to share best practices, promote cultural tourism, and foster creative economies. It also supports our long-term goal of becoming a “World Famous Cultural City.”
Q: What policies or initiatives are supporting creative and cultural development today?
A: There are several key programs. One focuses on protecting and promoting Sichuan cuisine, with efforts to document traditional recipes and train chefs. We’ve also built creative industry zones—like the West Creative Valley and Eastern Suburb Memory Park—that support startups in design, film, and technology. And we’ve integrated panda-themed tourism with conservation and creative storytelling, especially at the Giant Panda Research Base.
Q: How does Chengdu define creative tourism?
A: For us, it’s immersive, hands-on cultural participation: cooking classes with master chefs, bamboo craft workshops, or nighttime “hot pot culture” tours that blend taste with storytelling.
Q: What are some of the city’s standout creative tourism assets?
A: We have a rich mix. Institutions like the Sichuan Cuisine Museum and Jinli Ancient Street play a big role. We host major events like the Chengdu International Food Festival and Creative Design Week. We also promote traditions like mahjong culture and Sichuan opera’s face-changing. And places like Kuanzhai Alley—historic lanes creatively revitalized—have become important cultural spaces.
Q: Can you share examples of successful creative tourism projects?
A: The “Eat a Planet” campaign is a good one. It’s a food waste reduction project tied to gastronomy tours and was praised for combining sustainability with tourism. Another is the Panda Ambassadors Program, where tourists volunteer in conservation work, creating emotional connections to the local culture. These initiatives are effective because they offer authentic local engagement with broad global appeal.
Q: How do you measure the impact of these efforts?
A: We look at indicators like revenue growth in culinary tourism—after our Food Festival, for example, we saw a 30% increase. We also track tourist satisfaction through surveys, and we monitor social media impact, like the viral success of our “spicy challenge” videos.
Q: What challenges has Chengdu faced in developing creative tourism?
A: The main challenge is balancing commercialization with cultural authenticity. We’ve addressed this by setting clear guidelines in heritage zones and supporting grassroots artisans, ensuring the culture remains community-driven.
Q: What benefits have local communities seen from creative tourism?
A: On the economic side, food tours support street vendors and homestays. Beyond that, young people are engaging with traditional practices, like pepper farming or cooking—helping to keep local knowledge alive.
Q: How is Chengdu using digital tools in creative tourism?
A: We’re seeing great results from digital innovation. Restaurants now use AR menus that let diners explore dish histories through QR codes. We’ve also introduced virtual panda tours, with live-streamed feeding sessions that reach online audiences around the world.
Q: Looking ahead, what are Chengdu’s priorities for creative tourism?
A: We want to continue expanding our influence in global gastronomy through digital platforms. We’re also planning to develop more “creative villages”, connecting rural food producers with urban cultural tourism. And we hope to strengthen partnerships with other Creative Cities for cross-cultural collaboration.
Q: Looking ahead, what are Chengdu’s priorities for creative tourism?
A: We want to continue expanding our influence in global gastronomy through digital platforms. We’re also planning to develop more “creative villages”, connecting rural food producers with urban cultural tourism. And we hope to strengthen partnerships with other Creative Cities for cross-cultural collaboration.
More about Chengdu Unesco Creative City of Gastronomy
