The 22nd China (Shenzhen) International Cultural Industries Fair is held from May 21 to 25 in Shenzhen, South China's Guangdong province.[Photo provided to chinadaily.com.cn]

An event themed "traveling with literary masterpieces" was held recently during the 22nd China (Shenzhen) International Cultural Industries Fair in Shenzhen, South China's Guangdong province.

The five-day cultural fair from May 21 to 25 showcased achievements in cultural industry development, attracting 6,312 online and offline exhibitors, with more than 120,000 cultural products.

More than 150 people attended the exchange, including officials from cultural and tourism authorities nationwide, as well as representatives from publishing and distribution institutions, tourist attractions, digital technology enterprises, and online travel e-commerce platforms.

Focusing on the revitalization and use of classic literary intellectual property and the innovation of cultural and tourism products, the event invited writers, industry representatives and scholars to hold in-depth discussions through keynote speeches, industry report releases and project promotions.

They explored the mutual nourishment between literary creation, regional culture, IP empowerment, and the market-oriented operation of cultural and tourism products.

Together, they pledged to enrich the supply of high-quality cultural and tourism offerings and build a new ecosystem that enables classic literary works to drive the high-quality development of the cultural tourism industry.

They agreed that it is essential to further promote integrated development and to leverage the "cultural tourism plus" model to drive cross-sector integration of literary IP with performing arts, cultural and creative products, study tours, rural tourism, and urban renewal. Governments, enterprises, institutions, and platforms should collaborate to build "traveling with literary masterpieces" into an influential cultural and tourism brand.

China Culture Daily and online travel agency Trip.com Group announced that they will jointly launch the "travel with literary masterpieces" micro-variety show project.

The show's first season plans to partner with six cities related to classic literature, producing a six-episode variety show and customizing six distinctive cultural tourism promotion plans.

Wang Wei, senior vice-president of Trip.com Group, noted in his speech that China's cultural and tourism consumption has shifted profoundly from sightseeing to cultural experiences.

He said that "traveling with performances" and "traveling with films and TV shows" have become popular, while "traveling with literary masterpieces" is expected to spark a new boom in cultural and tourism consumption.