China’s Jiuzhaigou Gains Popularity Among Asian Youth – Visit Report Part 1

Located in the northern part of Sichuan Province, in the Aba Tibetan and Qiang Autonomous Prefecture, Jiuzhaigou is a scenic area that changes its appearance with the seasons and fascinates visitors with the contrast of mountains and transparent lakes that change colors with time. It is also a UNESCO World Natural Heritage site.

According to Hilton’s research, there is a trend among the Alpha Generation (born in the mid-2010s and later) and Generation Z (born mid-1990s to early 2010s) to redefine travel habits. China has ranked high as a travel destination in the Asia-Pacific region, with increased hotel bookings for the vacation season from December 2024 to January 2025.

Focusing on Japanese individuals, 81% of the Alpha and Z generations are actively involved in travel planning and tend to take the lead. The younger generation views travel as a reward or a chance for personal growth, with 68% planning trips more than once a year. Globally, there is growing support for “slow travel,” focusing on learning cultural experiences and seeking active or relaxing activities.

Jiuzhaigou is becoming a popular destination that reflects these travel trends. In part one, we cover access, hotels, and resorts, while part two will discuss the Jiuzhaigou Nature Reserve and the Tibetan people. (Interview cooperation: Hilton)

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The press tour organized by Hilton transported guests from Japan to Chengdu, the gateway to Jiuzhaigou, staying one night in Chengdu. The following day involved transferring to Jiuzhaigou via high-speed train for four nights, returning to Chengdu for one night due to flight schedules, making it a seven-day, six-night schedule.

Access between Tokyo and Chengdu was initially only with Sichuan Airlines, offering one round-trip per day. However, as of March 21, Air China has resumed flights, offering five round-trips a week. Although All Nippon Airways (ANA) previously operated this route, it remains suspended.

The Chinese government has waived short-term visas for Japanese travelers starting November 2024, lowering travel barriers. Departing Narita in the evening and arriving in Chengdu around 9 PM after approx. 5.5 hours of travel, travelers are greeted by pandas, reminding them they are in the homeland of these lovable animals.

The next day, travelers move from Chengdu East Station to Jiuzhaigou by high-speed train. It had been many years since rail travel in China, but now tickets can be purchased through travel agency websites, and travelers can board by simply scanning their passports, avoiding long lines. Although the train stops at intermediate stations, nearly 100% are tourists going to the Huanglong Jiuzhai Station near Jiuzhaigou.

Access to Jiuzhaigou, which once required almost a whole day by road or was only accessible by prohibitively expensive flights, has dramatically improved with the opening of high-speed rail and the highway to be fully completed this year. The high-speed train takes just 1.5 hours from Chengdu to the nearest station, and then it’s an hour drive to the hotels, which haven’t been developed further due to environmental conservation.

The journey from the Chengdu hotel to Jiuzhaigou’s luxury resort hotels like Conrad Jiuzhaigou takes about 5.5 hours, arriving at 3:30 PM. This hotel, developed by the state-owned China Green Development Group (CGDG), opened in October 2021.

It occupies part of the Jiuzhai Beautiful China Resort, alongside neighboring hotels such as Hilton Jiuzhaigou Resort and Hilton Garden Inn Jiuzhaigou, allowing travelers to select accommodations based on budget and purpose.

The hotel consists of 161 rooms across 26 villas, blending dynamic scenery with a design incorporating Tibetan and Qiang cultural elements. Connecting rooms cater to both group and smaller travelers.

According to GM Larry Gao, even in the off-season, occupancy remains robust compared to other hotels, attributed partly to proactive investment by the owning company, maintaining a high service level. Japanese tour groups average about three nights, and business is recovering due to efforts in the Japanese market since 2019 and the recent visa exemption. He confidently states, “We guarantee complete satisfaction.”

Guests are welcomed with Tibetan dancing and are transported to their rooms via electric carts. The rooms feature a serene design incorporating Tibetan culture. Balconies offer views of the majestic mountains, and the late-March daytime warmth made balcony lounging quite pleasant.

From an environmental protection perspective, the hotel has moved towards paperless operations and reducing single-use plastics. Printed materials are replaced with digital versions, and large bottles for shampoo and body soap are provided. Used bar soaps are disinfected and reshaped, recycling approx. 672 kg annually into 670 new bars used in staff areas or donated.

Efforts towards green energy and energy efficiency include a dimming system that adjusts brightness and color temperature based on room use and natural light, electric carts, and EV charging stations. A heat recovery system for the boilers will be introduced in May 2024 to use exhaust heat for hot water and air conditioning, reducing CO2, costs, and gas usage.

The resort offers two dining facilities, “M’EAT” and “BAS.IN,” both within the same building. Guests can access them by foot or electric cart from their rooms.

▲ Besides yak, plenty of local ingredients are available, with mushrooms being exceptionally delicious. Matsutake mushrooms, consumed in Japan, are reportedly exported from this area.

“M’EAT” features a grill using yak and local ingredients, while “BAS.IN” serves a breakfast buffet. Both are spacious restaurants with natural light and allow for dining while enjoying the views.

▲ For breakfast, guests can also enjoy “butter tea.”

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Within the resort, a Tibetan and Qiang Ethnic Cultural Heritage Museum allows guests to study and experience Tibetan culture, offering various programs.

During the Tibetan traditional incense-making experience, participants blend five to six ingredients, including safflower, eight-spice, and sandalwood, collected from high altitudes, mixing them with fish tree and water. Traditionally formed using a cow horn tool and air-dried for several days, incense can help retain the medicinal properties of herbs.

Tibetan incense is noted to purify the air and assist in disinfection, being utilized in Tibetan medicine. Previously, it served as a primary treatment method for colds or coughs, given the distance from hospitals.

The collection of raw materials is restricted to protect ecosystems, adhering to government-specified periods and refraining from harvesting for several years in previously harvested areas due to national protection concerning certain ingredients. Violation of these restrictions can lead to imprisonment.

These constraints and efforts result in expensive “authentic” Tibetan incense in the market. Cheaper options may contain synthetic perfumes and pose health risks.

The resort also offers traditional Tibetan clothing rental, including photography plans. It’s highly popular during peak seasons. (To be continued in Part 2)