1 Introduction

In recent years, the comprehensive strategic partnership between China and Russia has promoted the development of the tourism industry. The demand for Russian tourists to China has surged, and China has become a leading country for Russian inbound tourists. The opening of the China Russia Cultural Year in 2024 will feature over 230 events to promote cultural exchange and tourism cooperation. Lijiang and Kazan signed a memorandum of understanding on friendly city relations, leading to the rapid development of experiential tourism in both cities. Experiential tourism is a manifestation of the experience economy, where tourists experience the social and cultural events or life of the destination firsthand, forming a comprehensive and in-depth understanding. Lijiang and Kazan share similarities in natural environment and ethnic culture, and develop experiential tourism projects based on their respective characteristics to attract tourists.

Definition of Experiential Tourism and Its Development in Lijiang and Kazan

Experiential tourism is a new tourism model based on the experience economy, emphasizing personalized and differentiated experiences. It integrates into local culture and social life, participates in new forms of tourism activities, develops tourists' inner spiritual world, and enables tourists to have a more complete and valuable view of the destination. The experiential tourism in Lijiang and Kazan has developed rapidly, with significant growth in tourism revenue. The added value of the tertiary industry and tourist reception in Lijiang continue to grow, while the number of tourists and tourism revenue in Kazan have also significantly increased. The governments of the two cities have introduced encouraging policies, and the application of new formats and technologies has further promoted the development of the cultural and tourism market. Lijiang and Kazan have abundant natural and cultural resources, providing objective conditions for the development of experiential tourism. The two cities are facing the arduous task of protecting natural and cultural heritage. Experiential tourism has a friendly environment and can integrate ethnic cultural characteristics, which is highly valued by the government. The tourism development needs of Lijiang and Kazan are in line with the characteristics of experiential tourism, which is conducive to achieving coordinated development between tourism, environmental protection, and cultural heritage. Both cities are constantly advancing in the development of experiential tourism, creatively applying the principles of experiential economy to urban tourism development planning practices, meeting the needs of tourists, and achieving sustainable tourism development.

Differences and Similarities in the Development of Experiential Tourism between Lijiang and Kazan

The governments of Lijiang and Kazan both strongly support the development of experiential tourism and launch diverse tourism projects through travel agencies and tourism service platforms. There are commonalities between the two places in terms of natural and cultural environment, ethnic characteristics, etc., mainly reflected in three aspects: folk art, folk festivals, and natural scenery. Lijiang and Kazan both effectively utilize folk art resources, such as showcasing handicrafts such as papermaking and porcelain making in Lijiang, and woodworking and ceramic making in Kazan. Both places also attach great importance to traditional festivals and folk experiences, such as the Naxi Sanduo Festival in Lijiang and the Saban Festival in Kazan. In terms of natural scenery, Lijiang attracts tourists with its stargazing activities and ecological pastures, while Kazan features natural landscapes such as Blue Lake and farm ecological tourism projects.

Challenges and Reflections on the Development of Experiential Tourism in Lijiang and Kazan

Lijiang and Kazan face common challenges in the development of experiential tourism, including insufficient understanding of experiential tourism by operators, increased demands for experience from tourists, inadequate infrastructure, and the need for standardized market order. The degree of specialization and customization of tourism products in the two cities is not high, the infrastructure construction is lagging behind, and there are challenges in market management. To promote the development of experiential tourism, it is recommended that the two cities enhance tourism effectiveness through measures such as attracting tourists, optimizing experiences, listening to opinions, and collaborating with surrounding cities. At the same time, it is necessary to strengthen mutual learning and cooperation among similar cities, and use publicity and communication to enhance the dissemination of experiential tourism. Specific measures include improving infrastructure, opening up new tourism routes, strengthening cultural exhibitions, utilizing modern technology to enhance experiences, establishing evaluation mechanisms, strengthening market supervision, and organizing large-scale tourism events. Through these measures, Lijiang and Kazan can further develop experiential tourism, drive economic growth, and spread ethnic culture.

5 Conclusion

In recent years, China and Russia have promoted the development of the tourism industry through measures such as facilitating tourist visas, improving border port infrastructure, and increasing the number of flights. In November 2024, China and Russia discussed the development of the "Ten Thousand Miles Tea Road" tourism route at an international business forum, which will inject new impetus into the cross-border tourism market of the two countries. In the context of the China Russia Cultural Year, the tourism industry should seize opportunities, enrich and improve tourism projects, actively collect and summarize tourist opinions and evaluations, and solve problems in a timely manner. Lijiang and Kazan, as friendly cities, can promote local characteristics and attract potential tourists through inter city exchange and visits, participation or development of relevant cross-border cultural tourism routes, and other means. The policies of the two governments in simplifying visa procedures and optimizing transportation connections will provide convenience for the development of the tourism industry. Experiential tourism has great development potential, which is conducive to enhancing mutual understanding between the Chinese and Russian people, deepening cultural and historical exchanges, and promoting the construction of a community with a shared future for mankind.