A Chinese province rich in mountains, rivers, ancient history and cultural traditions is opening a new chapter in international tourism, with five specially designed travel routes created to bring more overseas visitors into the heart of central China.
Hubei Province unveiled the new routes at the 2026 Hubei Culture and Tourism Development Conference in Xiangyang, combining some of the region’s best-known natural landscapes and cultural attractions into itineraries designed specifically for international travellers. The initiative also brought local tourism operators together with overseas travel agencies as Hubei looks to strengthen its position in the global tourism market.
The new experiences offer travellers several different ways to discover the province. One route follows the Yangtze River and brings together the spectacular Three Gorges with sites connected to Three Kingdoms history. Another focuses on nature, linking Shennongjia, Wudang Mountain and the Three Gorges in a journey through some of Hubei’s most dramatic landscapes.
History takes centre stage on another itinerary connecting the ancient cities of Jingzhou, Xiangyang and Suizhou, while a separate route explores revolutionary heritage in Hong’an and Honghu. For travellers seeking a more modern experience, the fifth route centres on Wuhan, Hubei’s major urban destination.
The province is also adding eight themed experiences covering world heritage, Yangtze River sightseeing, Jingchu culture, technological innovation, traditional Chinese medicine and wellness, contemporary lifestyles, festivals and seasonal flower viewing. Local cuisine and intangible cultural heritage activities are being woven into the itineraries, giving visitors opportunities to experience Hubei beyond its traditional sightseeing attractions.
The push comes as Hubei seeks to turn its enormous domestic tourism popularity into stronger international appeal. The province recorded nearly one billion tourist visits in 2025, with tourism revenue exceeding 1 trillion yuan, according to the announcement.
For international travellers, the new routes offer something increasingly sought after: a destination that combines major natural scenery with history, food, culture and modern city life in a single trip.
Rather than promoting individual attractions separately, Hubei is packaging them into complete journeys that overseas tour operators can more easily market and sell.
The result could give international visitors a new reason to look beyond China’s most familiar destinations. From the misty landscapes of the Three Gorges to ancient cultural sites and the energy of Wuhan, Hubei is positioning itself as a place where China’s past, present and natural beauty meet in one expansive travel experience.
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