Wulong District launched its first lifetime tourism pass at a tourism and extended-stay travel promotion event held on Fairy Mountain on July 28. Priced at RMB 520, the Lifetime Wulong Pass offers unlimited lifetime admission to selected attractions and connects a wide range of cultural and tourism experiences across the district.

The Lifetime Wulong Pass is officially unveiled. Photo/Cao Jian, The First Eye–CQNews

Cardholders receive unlimited lifetime admission to major natural attractions, including the Three Natural Bridges, Fairy Mountain, and Longshuixia Gap. The pass also extends beyond conventional sightseeing by connecting rural tourism destinations and cultural performance venues throughout Wulong, providing convenient access to a broad range of experiences across the district.

The new pass builds on Wulong’s well-established tourism market. In 2025, the district received more than 52 million visits, including 7.55 million ticketed visits to scenic attractions. This large and steadily growing visitor base has created strong demand for upgraded tourism products.As travel preferences evolve, visitors are increasingly looking beyond short trips and quick photo stops. Demand is growing for personalized itineraries, diverse experiences, and longer, more frequent stays.

Wulong has already introduced 99 types of tourism passes tailored to groups such as students, railway passengers, and visitors from the Chengdu–Chongqing region. Nearly 500,000 passes have been sold, creating a mature service system for pass holders. The Lifetime Wulong Pass is the district’s first tourism product offering lifelong access, marking a significant expansion of its pass portfolio.

For visitors, the pass simplifies travel by reducing the need to repeatedly research attractions, plan routes, make reservations, and purchase tickets. It also removes the time constraints of a single trip, allowing travelers to divide their Wulong experience across multiple visits. They can hike in spring, go rafting in summer, enjoy off-road adventures in autumn, and ski in winter—all while traveling at their own pace and avoiding peak periods.For Wulong’s tourism industry, the pass connects previously dispersed natural attractions, rural destinations, cultural performances, and other visitor experiences, helping create a more integrated tourism and consumption ecosystem.

Several tourism upgrades were also announced at the launch event. An investment agreement was signed for a nighttime experience at the Three Natural Bridges World Natural Heritage site. The 3.87-kilometer experience is guided by the concept “Where Light Brings Stone to Life—and Stone Speaks to the Heart.” Through creative lighting, digital technology, and artistic installations, it reveals the geological wonders of the Three Natural Bridges while inviting visitors to reflect on humanity’s relationship with nature. It will explore space, time, and the relationship between people and nature through an immersive nighttime journey.Using modern technology and artistic presentation, the project will transform the natural landscape into a vivid and accessible account of natural history, helping visitors better understand the geological value, ecological significance, and cultural dimensions of the World Natural Heritage site.

Wulong is also expanding its daytime offerings with 10 new hiking routes and five scenic road-trip loops. Covering mountain landscapes, waterways, and rural scenery across the district, the routes offer more options for extended stays and in-depth exploration.

The Lifetime Wulong Pass is intended to help transform local tourism from one-off sightseeing into year-round stays, from quick visits to individual attractions into deeper district-wide experiences, and from admission-based spending into closer coordination across the tourism supply chain.

Wulong’s tourism passes performed strongly in 2025. A total of 234,900 passes were sold, generating 495,200 visits and revenue of RMB 19.5562 million. The initiative contributed to increases of 19.61% in ticketed visits and 7.19% in revenue at major attractions. The ratio of group tourists to independent travelers shifted from 66:34 to 57:43, while the number of independent travelers rose by 38.08% year on year.

The launch of the Lifetime Wulong Pass is a key step in converting high visitor numbers into longer stays and greater tourism-related spending. Wulong will continue to diversify its tourism products, improve district-wide services, and deepen industry integration, with the aim of becoming a leading Chinese destination for frequent and extended leisure stays.