Sichuan Tourism Flourishes with Unique Local Cuisine, Boosting Suji and Lizhuang as Popular Destinations
Sichuan province in southwestern China has seen an impressive growth in tourism, thanks in part to the region’s rich culinary traditions and cultural heritage. Among the towns benefiting from this tourism boom are Suji and Lizhuang, both of which have embraced their local food culture to attract tourists. These towns, known for their unique dishes and historical significance, are enhancing their appeal by offering an array of culinary delights and traditional experiences that entice visitors from across the world. In particular, Suji, with its centuries-old history, and Lizhuang, rich in wartime heritage, are making significant strides in establishing themselves as must-visit destinations.
Suji Ancient Town: A Culinary Hub Focused on Qiaojiao Beef
Located by the Emei River in Leshan, Suji Ancient Town has revived its historical charm by emphasizing local cuisine. The town’s culinary highlight is Qiaojiao beef, a flavorful hotpot dish that has been a part of local culture since the late 1800s. Initially, the dish was created by a resident who stewed beef offal in a broth of aromatic spices. It became popular for its affordability and hearty taste, particularly among dockworkers. Today, it is a symbol of Suji, and in 2023, the craft of making Qiaojiao beef was officially recognized as an intangible cultural heritage of Sichuan province.
The town has fully embraced its food culture, with over 80 restaurants specializing in Qiaojiao beef. Additionally, a museum dedicated to the dish showcases its rich history and cultural significance. Visitors can also explore other local delicacies, including crunchy rice candy, sweet-skin duck, and boboji, cold chicken skewers served in a spicy broth.
Tourism Growth Driven by Food and Culture
Suji’s success story isn’t limited to its food alone. The town’s location between two UNESCO World Heritage sites, Mount Emei and the Leshan Giant Buddha, has given it a geographical advantage as a key stop for tourists exploring the region. Over the first seven months of 2025, the town welcomed more than 6.3 million visitors, generating more than 600 million yuan in tourism revenue, reflecting a healthy year-on-year growth.
The growing number of tourists has led to bustling businesses, with some restaurants drawing up to 7,000 visitors per day during peak seasons. This surge in tourism has also led to investments in enhancing the town’s cultural offerings, such as bamboo raft night tours on the Emei River, traditional embroidery demonstrations, and folk performances like Niu’er Deng, a dance with cattle lanterns. New additions like an Olympic sports center have further contributed to the town’s growing appeal, hosting concerts and attracting even more visitors.
Lizhuang: Preserving History Through Cuisine and Heritage
Situated along the Yangtze River in Yibin, Lizhuang is another ancient town that has seen significant tourism growth. Known for its historical significance during the Chinese People’s War of Resistance Against Japanese Aggression (1931-1945), Lizhuang is dedicated to preserving its wartime heritage. The town was home to several important research institutions and universities during the war, making it a pivotal location in Chinese history.
In recent years, Lizhuang has rejuvenated its tourism sector by blending its rich history with unique culinary offerings. Specialties like Lizhuang white meat, yellow catfish, and brown sugar glutinous rice cakes have become favorites among visitors. These dishes reflect the town’s cultural diversity and culinary creativity, attracting both domestic and international tourists. Local businesses are thriving, with some restaurants seeing daily revenues rise significantly during holiday seasons.
Investments in Infrastructure and Cultural Projects
The local government has made substantial investments to develop Lizhuang into a more attractive tourist destination. The Yueliangtian Scenic Area project, launched in 2020 with an investment of 1.8 billion yuan, aims to enhance the town’s tourism infrastructure while preserving its historical charm. These improvements are expected to further boost the town’s appeal, making it a prime destination for those interested in both history and culture.
The Future of Sichuan Tourism
Both Suji and Lizhuang exemplify how local food and cultural heritage can drive tourism. By combining culinary traditions with efforts to preserve and showcase their histories, these towns are offering tourists a unique blend of experiences. As more travelers seek destinations that offer authentic local culture and cuisine, towns like Suji and Lizhuang are likely to continue seeing significant growth in tourist arrivals and economic benefits.
As Sichuan’s tourism sector expands, the government’s focus on preserving cultural practices while fostering sustainable tourism is essential to maintaining the delicate balance between growth and conservation. The success of towns like Suji and Lizhuang sets a strong precedent for other regions in China, showcasing the power of local cuisine and heritage in transforming tourism.
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