A hiking promotion campaign for Jianmen Shu Road was launched on Sep 29 at the Guochao Stage of Great Shu Road·Sleepless Three Kingdoms City in Jiange county.

The ceremony began with a Sichuan face-changing performance at 7 pm. After brief cultural shows, Liao Xingquan, deputy party secretary and director of the Jianmen Pass Scenic Area Administration, introduced the route highlights. Media and influencer representatives delivered speeches.

Six influencers from diverse industries received "Jianmen Shu Road Promotion Ambassador" certificates.

Six influencers from diverse industries receive promotion ambassador certificates. [Photo provided to cngy.gov.cn]

"For those who want to see the road, go to the Jianzhao section. For those who want to see trees, go to the Jiannan section. For those who want both roads and trees, and also want to learn about local culture and historical sites, go to Lanmaqiang and Hanyang," said appointed ambassador Yang Li.

Participants watched the immersive performance and will explore Jianmen Pass and Gaomiaopu on Jianzhao Road to experience the ancient road's natural wonders and cultural heritage the next day.

The campaign aims to boost tourism through digital promotion, using influencer partnerships to showcase the site's historical significance and scenic beauty to global audiences.