CHANGSHA, China—Jinjing Town in Changsha County, Hunan Province is driving its local economy by strategically integrating its rich tea culture with innovative tourism, as highlighted during the 2025 Overseas Media Tour of the Star City in Changsha.
The town has adopted a village-enterprise co-development model in collaboration with major local tea companies, Jinjing Tea and Xiangfeng Tea, to blend tea production with unique visitor experiences.
A key attraction is the newly-opened Tea & Cosmos Observatory, which houses the largest aperture telescope open to the public across China’s five central-southern provinces.
Mayor of Jinjing Town Liu Wei said, “By day, they can savor tea, visit the nearby tiger park, or try paragliding. By night, they can stargaze, barbecue, or camp.”
Visitors can engage with professional telescopes to observe sunspots and view meteorite specimens, and even experience virtual moon landings via VR technology, according to Party Secretary of Jinjing Town Zou Zilong. Julie Ann Lope
To extend visitor stays, supporting amenities like capsule hotels and camping grounds are currently under development.
Traditional tea attractions such as the Nature Teahouse at the Three Trees tea garden and rural cafes like the Ziyuan Mountain Retreat offer immersive experiences, including tea tastings and activities focused on rural life, drawing urban visitors seeking leisure and cultural enrichment.
The integration has also generated significant economic benefits for local villagers. Zhang Hengyu, owner of Ziyuan Mountain Retreat, collaborates with local farmers by purchasing their vegetables and tea leaves and hires villagers to operate shops and work on farms. This initiative has increased the villagers’ per capita monthly income by 2,500 yuan.
The local government is supporting the industry with cultural and educational initiatives centered on tea art, as well as themed tourism routes such as “Tea-Infused Meals” and homestay programs set within the tea fields.
