The 2025 Shijiazhuang International Traveler Joy Season kicked off on Saturday as part of the ninth Hebei Provincial Tourism Industry Development Conference, drawing participants from over 30 countries and regions, including Russia, the United States, South Korea, and Japan.

During the carnival's promotion conference, international travel agencies, chamber of commerce representatives, and delegates from Shijiazhuang's sister cities held in-depth discussions with local cultural and tourism departments. Key topics included resource development, market promotion, and mutual tourist exchanges, laying the groundwork for long-term cooperation and higher-quality international development of Shijiazhuang's tourism industry, according to local authorities.

A major highlight of the joy season was the "Hello, Shijiazhuang" International Tourism Exhibition, which featured indoor and outdoor sections organized around five thematic areas: natural scenery, local cuisine, cultural innovation, urban charm, and outdoor lifestyle.

The event also introduced the first English-language travel guide for Shijiazhuang. It highlights local attractions, such as Xibaipo (a revolutionary base in the city's Pingshan county), Zhengding ancient town, and Zhaozhou Bridge.

According to local tourism authorities, Shijiazhuang received 23 percent of all visitors to Hebei in the first half of this year, accounting for 33 percent of the province's tourism revenue. The city has also seen a significant rise in international visitors, with inbound tourist numbers and spending increasing by 15 percent and 21 percent year-on-year, respectively.

To improve the experience for international visitors, Shijiazhuang has implemented seven measures to streamline services from entry to accommodation and payment.

In addition, five new inbound travel routes were launched, offering themed tours focused on culture, revolutionary history, eco-tourism, urban exploration, and wellness.