Jiuquan is focusing on innovative approaches to integrate culture and tourism, driving high-quality development in the industry. During this year's National Day holiday, the city received about 2.8 million tourists, a 57 percent increase compared with 2019. The tourism revenue reached 2.17 billion yuan, a 33 percent increase. It is estimated that the city has received 37.7 million tourists from January to September, a 13 percent growth from 2019. 

To promote the integration of cultural and entertainment activities with commerce, Jiuquan has launched various initiatives such as large-scale cultural performances like the "Dunhuang Grand Ceremony," "Dunhuang Rediscovered," and "Joy of Dunhuang". These performances are closely linked with commercial areas like Shazhou Night Market and Yueyaquan Town, creating new scenarios for cultural and tourism consumption and boosting the development of business districts.

Jiuquan has also established 33 night economy clusters in major pedestrian areas. By organizing nighttime activities such as barbecue festivals, circus carnivals, and concerts, the city aims to attract more consumers. It plans to and extend business hours and incorporate elements like street performances, fashion shows, improvisational creativity, live broadcasts, and car trunk markets. The city aims to create social gathering places for young people and establish trendy cultural landmarks. These efforts have led to Jiuquan being selected as one of the second batch of national pilot cities for cultural and tourism consumption.

Jiuquan has made significant progress in bringing intangible cultural heritage into commercial districts, universities, and scenic spots. For instance, Jiuquan Vocational and Technical College has become a participating institution in the province's intangible cultural heritage research and training program. Efforts to protect intangible cultural heritage have been vigorously carried out in Jiuquan. Eight individuals have been newly recognized as representatives of provincial-level intangible cultural heritage.

Jiuquan's focus on the integration of intangible cultural heritage with industry, festivals, tourism, and education has been fruitful. The city has witnessed the growing vitality of intangible cultural heritage in modern urban settings.

With a focus on technological innovations such as big data, blockchain, and artificial intelligence, Jiuquan tries to stimulate new vitality in the cultural and tourism industry. It has invested over 300 million yuan to build the Mogao Grottoes Digital Exhibition Center. This center leverages digital technology and multimedia display methods to allow visitors to have a comprehensive and close "intimate contact" with the Dunhuang Mogao Grottoes before entering the caves.

In addition, Jiuquan is committed to integrating and developing the cultural and tourism industry with the film and television industry. Several film projects have been launched, showcasing the natural, cultural, and tourism resources of Jiuquan.