InterContinental’s “Blossom the Incredible” Crafts Unforgettable Travel Moments in Greater China

A Celebration of Culture Through Exceptional Hospitality

This summer, InterContinental has launched its “Blossom the Incredible” theme, inviting travelers to immerse themselves in a unique blend of culture, taste, and emotion across Greater China. This initiative aims to create memorable travel experiences by weaving local traditions into every moment of a guest’s journey, spotlighting the region’s rich heritage with thoughtful service and culinary artistry.

Incredible Occasions: A Culinary and Cultural Journey

InterContinental has a long tradition, dating back to 1946, of providing world-class hospitality that highlights cultural depth. The recent “Blossom the Incredible” celebration took place on August 26 at the InterContinental Xi’an Hi-Tech Zone. Renowned model and television host Li Ai acted as the brand’s cultural tastemaker, guiding guests through an exclusive dining experience that showcases the spirit and flavors of ancient and modern China.

Ten chefs and mixologists from across Greater China collaborated to present a multi-course menu themed around concepts such as Inspiration, Heritage, Scenery, and Harmony. Each dish tells a story, anchored in regional identity:

This curated journey invites guests not just to eat but to experience the stories and emotions embedded in each regional specialty, turning dining into an encounter with culture and tradition.

Reinventing Breakfast and Club Experiences

Beyond special events, InterContinental is enriching everyday stays with refreshed breakfast and Club InterContinental offerings across over 60 hotels in the region. The “Ten Cities, Ten Flavors” concept celebrates regional specialties, combining classic craftsmanship with modern wellness trends.

Club InterContinental lounges provide an all-day immersive culinary experience—from Chinese sparkling teas that fuse tradition and innovation to signature HUAMEI Noodle dishes inspired by different metropolitan flavors. The ambiance shifts seamlessly through the day, offering light meals and desserts by day, and comforting traditional dishes paired with herbal infusions by night.

The Roots and Evolution of Culinary Travel

Food has long served as a gateway to understanding culture and place, with culinary tourism evolving into a major travel driver. The practice of exploring new destinations through food can be traced back to ancient civilizations, where gastronomy reflected the richness of local heritage. Over centuries, the interplay of culture, history, and cuisine deepened, with regional dishes and ingredients telling stories far beyond the plate.

Modern culinary tourism encompasses both travelers who seek specific culinary experiences and those for whom food complements broader trip motivations. This duality highlights how dining is more than sustenance; it is a sensory bridge to cultural immersion and memorable journeys. As gastronomy tourism continues to grow, it enhances destinations’ unique identities and economic vitality while satisfying travelers’ desire for authentic, engaging experiences.

Key Trends in Culinary Tourism

• Experiential dining: Culinary activities now often include food storytelling, ingredient sourcing tours, and hands-on cooking lessons.
• Destination specialization: Cities and regions leverage signature foods and drinks to create distinct competitive advantages.
• Sustainability & ethics: Food tourism intersects with environmental concerns and labor practices, influencing industry evolution.

Looking Ahead: Culinary Experience’s Influence on Travel

The “Blossom the Incredible” theme underscores how culinary and cultural immersion can transform travel into truly remarkable occasions. As travelers seek meaningful connections with destinations, food and beverage experiences become pivotal in defining memorable journeys.

Given the global rise of culinary tourism, such initiatives highlight promising potential for destinations to attract discerning visitors, support local producers, and enrich cultural exchange. This emphasis aligns with broader trends encouraging sustainable, culturally respectful tourism models that benefit both visitors and host communities alike.

Summary of “Blossom the Incredible” Experience

• InterContinental’s campaign celebrates cultural storytelling through specially crafted, regionally inspired menus.
• Collaborations with cultural insiders create authentic sensory journeys that deepen guest appreciation of Greater China’s distinct locales.
• The refreshed breakfast and club dining concepts enhance everyday traveler experiences with nutrition, flavor, and tradition.
• The initiative resonates with growing global interest in culinary tourism as a vital, enriching aspect of travel.

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