InterContinental Hotels & Resorts has unveiled its latest cultural initiative, “Blossom the Incredible”, a celebration of sensory travel and local heritage designed to transform every stay into an “Incredible Occasion.” The brand partnered with renowned model, actor, and television host Ms. Li Ai, who served as InterContinental’s cultural tastemaker, curating a journey that blended taste, emotion, and tradition.
Held at InterContinental Xi’an Hi-Tech Zone, the event showcased the brand’s commitment to immersive hospitality through a multi-course dinner crafted by ten chefs and mixologists from across Greater China. Each dish reflected a city’s essence from Xi’an’s charcoal-grilled lamb to Chongqing’s Sichuan pepper-infused chocolate cake woven together under themes like Heritage, Harmony, Transformation, and Fusion.
“Through carefully designed, ritual-inspired experiences, we aim to evoke emotional resonance and transform every stay into an Incredible Occasion,” said Rita Jiang, Chief Commercial & Marketing Officer, IHG Greater China.
Ms. Li Ai added, “To me, Incredible Occasions are not only carefully crafted experiences, but also authentic encounters with culture and emotions. Every story, every heartfelt exchange becomes part of a one-of-a-kind travel memory.”
Culinary Innovation Across Greater China
As part of the initiative, InterContinental introduced refreshed breakfast and Club InterContinental offerings across 60+ hotels in the region:
- Ten Cities, Ten Flavours: A breakfast concept showcasing regional specialties and wellness-forward dishes
- HUAMEI Noodle Series: Signature noodle dishes inspired by local traditions
- Chinese Sparkling Teas and dessert trolleys for daytime indulgence
- Evening comfort menus featuring claypot congee and herbal infusions
“Dining at InterContinental embodies brand values and cultural depth,” said Jerome Qiu, Chief Operating Officer, IHG Greater China. “Here, culinary encounters become Incredible Occasions that linger in the heart.”
A Legacy of Cultural Connection
Celebrating 50 years of IHG in Greater China, InterContinental now operates 61 hotels in the region, with 32 more in development. From architectural icons to resort escapes, the brand continues to offer spaces where travellers connect deeply with destinations and discover the timeless beauty of meaningful travel.
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