Mount Emei's tourism surged 31% YoY, driven by kung fu culture, visa perks, and global events.

Mount Emei in Sichuan province is seeing a surge in international tourists, with a 31.42% year-on-year increase through July, boosted by its cultural heritage, scenic beauty, and growing global interest in Emei kung fu. The 240-hour visa-free transit policy has eased entry, while events like the upcoming 10th World Kungfu Championships—drawing over 5,000 athletes from 50+ countries—are enhancing its global profile. Young practitioners like Ma-Zhao Lingyun and her all-female Emei Kung Fu Girls are expanding reach through social media, blending martial arts with fashion, film, and tourism.