Zhangjiajie welcomed more than 1.33 million inbound visitors from 192 countries and regions last year, drawn to its UNESCO World Heritage-listed quartz sandstone pillars — the same otherworldly landscape that inspired the floating mountains in Avatar.

The city's international popularity continues to grow, with visitors arriving from South Korea, Southeast Asia, Europe, the Americas, and beyond, local authorities report.

Zhong Jun, executive vice-mayor of Zhangjiajie, sees its international popularity as a foundation to build upon.

The city government will focus on enhancing quality to match its global reputation, he says.

The strategy will center on international standards and modern quality, youth engagement, technological creativity, cultural depth, wellness tourism, and global dialogue.

New projects will be aimed at diversifying the visitor experience. Discussions are underway with South Korean conglomerates for medical aesthetics services. Additionally, locally grown coffee is in development, a response to the many foreign visitors who drink it.

To attract younger travelers, Zhong proposes the Shanren Festival, where visitors will be encouraged to bring their own installations to fully unleash their creativity. The festival will incorporate wingsuit flying, skiing, street dance and acrobatics.