Qiao Mai, a master of Taohuawu Woodblock Prints, explains the traditional craft to students at Pingjiang Experimental School in Suzhou City on September 4, 2023. (CFP Photo)

The Jiangsu Provincial Department of Culture and Tourism has recently released implementation measures to advance the integration of intangible cultural heritage (ICH) and tourism.

The circular specifies nine key initiatives, including cultivating ICH-based projects, establishing platforms for traditional performing arts, and enhancing high-quality development of traditional crafts.

Jiangsu plans to improve ICH research, introduce a recommendation list for integrated development, highlight fine traditional Chinese cultural elements, and promote the better fusion of ICH and contemporary life.

Jiangsu will also promote the combination of local folk culture in traditional festival celebration, and explore the cultural significance and contemporary values of folk literature. It will strengthen research to inspire the creation of programs in the forms of traditional opera, music and dance. Scenic sports will be encouraged to organize festivals featuring local customs.

To expand the reach of traditional performing arts, Jiangsu will enhance training for the younger generation to learn more traditional performing arts. Tourist attractions will also be encouraged to stage performances of local operas.

In addition, the province will promote the publicity of long-established brands and famous snacks recognized as ICH. Efforts will be made to develop ICH-centric products, host competitions, and highlight tourism commodities and souvenirs inspired by ICH. Cultural and creative industrial parks are encouraged to be more dedicated to crafts such as Yixing teapot, embroidery, and crystal products.

Furthermore, Jiangsu will encourage the establishment of ICH workshops and exhibition halls in tourist attractions, leisure neighborhoods, traditional villages, ancient streets and towns.