"On September 15, the organizing team for the second World 'Shangri-La' Cultural Tourism Festival announced that this year's festival will be held on September 29. The festival aims to further showcase the unique natural scenery, rich cultural heritage, and diverse ethnic customs of Diqing Prefecture. It will continue to expand the brand influence of the World 'Shangri-La' Cultural Tourism Festival, promote it as a vivid embodiment of 'a lifestyle called Yunnan,' and demonstrate the Diqing practice of 'everything is great in Yunnan.'"

The opening ceremony of this year's Cultural Tourism Festival will be linked with nine cities across three provinces in the Greater Shangri-La region. Through a variety of activities including artistic performances, cultural and tourism promotions, the opening ceremony, and a self-driving departure ceremony, it aims to create a grand opening event set against the backdrop of Shika Snow Mountain, involving the entire community. This will allow guests to experience the World 'Shangri-La' and continue to enhance the influence of the Diqing cultural tourism brand.

On the opening day, Diqing Prefecture will host a joint meeting of the Greater Shangri-La Tourism Alliance, including a joint meeting of the "China Greater Shangri-La Tourism Promotion Alliance" and promotional activities for the alliance.

During the festival, Diqing Prefecture will conduct intangible cultural heritage activities focused on "Cultural Tourism + Tibetan Medicine" at Shika Snow Mountain and the Moonlight Square in Dukezong Ancient Town. These activities will showcase the unique charm of Tibetan medicine, provide free medical consultations, increase public awareness and understanding of Tibetan medicine, and promote its preservation and development. Additionally, they will offer health services to visitors and local residents.

To further enhance the reputation and recognition of Shangri-La, Diqing Prefecture will also organize the "World Shangri-La" G214 Self-Driving Tour. This tour will include visits to the Mountain-Sea Museum, mountain-sea research activities, and bonfire parties, among other unique tourism experiences. Various forms will be used to showcase Shangri-La’s natural beauty, ethnic culture, and tourism resources, promoting the World Shangri-La Tourism Circuit.

Furthermore, Diqing Prefecture will hold the World Shangri-La Shika Snow Mountain Mountain-Sea Music Carnival, inviting ethnic singers, bands, dancers, and other performers to stage performances that highlight the unique cultural charm and artistic vitality of the World Shangri-La. The carnival will also feature a "Mountain-Sea Market" with a diverse array of stalls offering special foods, handcrafted goods, and intangible cultural heritage displays, further boosting Diqing's cultural tourism consumption and industry development.