Shierbehui Shuanghedong Cave wins the national-level "Great Wall Award - Top Cultural & Tourism Brand" for 2025!

Recently, the 2025 Cultural and Tourism Brand Grand Ceremony and the Annual "Great Cultural & Tourism Brands" Case Study Conference were held in Beijing. Among the highlights was Suoyang County, Zunyi City, Guizhou Province's innovative "Cave+" model: Suoyang Shuanghedong makes waves with its cultural, tourism, and sports integration brand, earning recognition as the Annual Scenic Area and Museum Brand Case.

The "Great Wall Award – Cultural & Tourism Best Brands" Case Competition is hosted by the China Advertising Association, organized by the Cultural & Tourism Best Brands Committee, and implemented by Phoenix News. The event is academically guided by the Tourism Communication Research Center at the School of Advertising, Communication University of China, making it the first authoritative competition in the field of cultural and tourism brand marketing. Supported by trend insights and a comprehensive industry report, the competition leverages media platforms for widespread dissemination and draws on real-world industry cases as its core content. It has emerged as a leading, cross-industry event in China, seamlessly integrating culture, tourism, media, and academia into one dynamic platform.

As a nationally recognized award, the 2025 "Great Wall Award – Cultural & Tourism Best Brands" Case Competition brings together industry leaders, academic experts, and representatives from local governments across China. Centered around the concept of branding, the event invites submissions of annual, integrated case studies from cities and the cultural tourism sector, evaluating key criteria such as brand creativity, the effectiveness of integrated communication strategies, the breadth of media applications, and outstanding outreach results. Through this process, the competition identifies exemplary cases that set industry benchmarks, fostering collaborative discussions on innovative pathways for high-quality development in China’s cultural and tourism sectors—and shaping a promising future that leverages forward-thinking perspectives to drive dynamic advancements in urban branding, cultural value, and travel experiences.

This year's call for submissions saw Guizhou representatives share their insights through keynote speeches and case studies, delivering the "Guizhou voice" to the nation's cultural and tourism community. Among them, Yan Fangyu, the Cultural and Tourism Promotion Officer from Suiyang County, Zunyi City, Guizhou Province, focused her presentation on the emerging "Cave+" concept. Her core case study highlighted the innovative "Cave+" model centered around Shuanghe Cave—a world-class geological treasure—fostering a deep integration of culture, tourism, and sports. Notably, the Solitary Cave Music Week, held four times in succession, garnered coverage from CCTV, setting a new record for Suiyang's external publicity efforts. These initiatives vividly demonstrate Suiyang's immense potential as a premier destination that seamlessly blends nature exploration with eco-health retreats, positioning it as a high-end tourism hub.

This year, the "Cave +" model of Shierbehui was recognized as the Annual Scenic Area Brand Case, not only celebrating the park’s innovative "Cave +" approach but also serving as strong evidence of the seamless integration and creative synergy between Shuanghedong’s world-class geological resources and its "Culture, Tourism, and Sports" initiatives. Moving forward, Shierbehui will continue to deepen the fusion of "Culture, Tourism, and Sports," unlocking even greater potential in nature exploration and eco-health & wellness, while fostering fresh, imaginative connections between these natural treasures and cutting-edge ideas.