From July 5 to July 6 (local time), the 2025 Leshan Cultural and Tourism Global Promotion Campaign – Japan Edition was successfully held in Tokyo and Osaka, Japan. As a key stop on Leshan’s global tourism marketing tour this year, the two promotional events not only showcased the city's image and enhanced its international presence but also played a significant role in boosting the high-quality development of inbound tourism.
The events attracted over 100 participants, including representatives from the China National Tourist Office in Tokyo, China Council for the Promotion of International Trade (Japan Office), International (Japan-China) Zen Cultural Exchange Association, Japan Sichuan Chamber of Commerce, Japan Chuanyu Chamber of Commerce, Wenhua Media Corporation, China National Tourist Office in Osaka, and Kansai Branch of the Japan-China Economic Association, as well as major travel agencies, Leshan enterprises operating in Japan, and media outlets.
Through a combination of photo exhibitions, cultural and creative product displays, and live presentations, the events presented Leshan’s unique charm. Representatives from Leshan City introduced the city’s rich cultural and tourism resources, thematic travel routes, and tourism products from three perspectives: Zen-inspired landscapes, shared cultural emotions, and flavors of Leshan. Promotional videos for the city of Leshan, Leshan Giant Buddha Scenic Area, and Mount Emei Scenic Area were showcased, along with special inbound tourism incentive policies. Additionally, 10 tailor-made travel routes for Japanese tourists were released.
Attendees spoke highly of the event, praising both the format and content of the presentations. They found Leshan’s breathtaking landscapes and culinary delights deeply appealing and expressed strong interest in comprehensive and multi-level cooperation with Leshan. Many looked forward to introducing Leshan to more Japanese travelers, inspiring them to discover, admire, and visit the city in the near future.