Recently, Kaykai, a top Thai KOL whose team lives in a tropical climate with temperatures often exceeding 30°C, traveled across mountains and seas to Mount Emei to immerse themselves in its snow-covered wonderland. This cross-border cultural tourism experience, which garnered over 40 million followers online, not only widely disseminated the charm of Mount Emei's snowscapes and cultural heritage through overseas social media platforms, but also served as a vivid demonstration of its international-level cultural tourism service system, showcasing the mature upgrading of Sichuan's international cultural tourism services.

Barrier-free language communication is the primary guarantee for international services. Upon arriving at the Hongzhushan Hotel, Kaykai and his team received swift assistance from translators to complete check-in. The following day at the Huangwan Visitor Center, the team independently completed the entire ticketing process using the multilingual AI-powered smart translation screens deployed throughout the scenic area. This device supports real-time translation between 14 languages, including Chinese, Thai, and English, accurately addressing communication challenges such as ticket inquiries and route requests. Along the way, the "AI Travel Guide" smart navigation terminals offer personalized services. Their bilingual translation function and rich cultural database allow foreign tourists to gain a deeper understanding of Emei Mountain's Buddhist stories, geological changes, and folk culture through their native languages, truly achieving " barrier-free travel."

The ease of payment has completely dispelled international tourists' concerns about spending. As one of the first batch of premium commercial districts in Sichuan to offer convenient payment options, the Emei Mountain Scenic Area covers six core scenic spots, from Baoguo Temple to the Golden Summit, with the tourist route as its core. Foreign tourists can directly use their foreign credit cards, exchange for RMB cash, or use digital RMB, experiencing the convenience of "internal binding of foreign cards" and "internal use of foreign cards." Merchants displaying the "Shuyifu·Panda PAY" logo support four types of payment methods across 12 categories, ensuring a seamless consumer experience.

Refined services and innovative business models have set a new benchmark for in-depth experiences for international tourists. Customized chartered transportation services are offered to address icy and snowy road conditions; accommodation and rest areas are optimized to meet wellness and health needs; and catering services accommodate religious restrictions and Southeast Asian tastes, fully respecting cultural differences. Meanwhile, the scenic area leverages technology to upgrade the experience, with exoskeleton robots assisting in mountaineering and AIGC travel photography continuously optimizing service boundaries, transforming from "attraction reception" to "destination services," precisely catering to the shift in international tourists' needs from traditional sightseeing to in-depth experiences.

Behind this smooth journey lies the continued surge in Thai tourists visiting Sichuan. Data shows that in 2025, Thailand became Sichuan's largest source of inbound tourists with 389,000 visits, a year-on-year increase of 75.4%. Mount Emei, as a core tourist destination, saw particularly significant growth in Thai tourist arrivals. This achievement is attributed to two key factors: firstly, in 2025, Mount Emei proactively conducted special cultural and tourism promotion events in countries such as Malaysia and Australia, establishing overseas marketing centers to enhance its international influence through targeted promotion; secondly, leveraging the visa-free policy between China and Thailand, the scenic area has built a comprehensive service system covering language communication, payment convenience, security, and cultural adaptation.

Emei Mountain's international breakthrough stems from a precise understanding of tourist needs and a systematic service upgrade. Through a series of measures, including multilingual support, convenient payment options, customized services, and technology-enabled experiences, the scenic area has successfully built a comprehensive international service network. In the future, with the deepening integration of culture and tourism with various industries, Emei Mountain is rapidly transforming from a traditional famous mountain into a world-class cultural tourism benchmark, attracting global tourists with more mature international services and richer cultural tourism offerings, allowing them to immerse themselves in the unique charm of Sichuan.