Trip.com Group has developed a number of themed travel routes to help visitors make the most of their time in Sichuan. These include heritage tours that feature the Dujiangyan irrigation system, Mount Emei and Leshan Giant Buddha — all UNESCO World Heritage Sites.

"Chengdu is well on its way of becoming a regional hub for international tourism," Wang says.

"With continued investment in infrastructure and targeted marketing, we believe China's share of global inbound travel will grow substantially in the coming years."

Pellegrin echoes this optimism.

"China is opening up more to foreign travelers," he says.

"That openness helps people from Europe and elsewhere better understand China's history, traditions and modern life," he says.