NANCHANG — If the classical poet Li Bai were alive today, he would be astonished to discover that he is beloved of today's youngsters, not just for his lyrical genius but also because his verses now grant free entry to many scenic spots in China.

Lushan Mountain, a UNESCO World Heritage site in Jiangxi province, is offering free entry to students who can recite his 200-character masterpiece, A Ballad of Lushan Mountain.

As of mid-July, more than 480 tourists have passed the test and received a free ticket, which is normally priced at 160 yuan ($22), thanks to the renowned Tang Dynasty (618-907) poet.

"Lushan Mountain rises by the Southern Dipper,

Like a screen penetrating the silky cloud.

Its shadow falls into a lake with green luster.

Two ranges are giant gates above the ground."

"The landscape described by Li Bai is no longer confined to books; it's as if I'm standing alongside him, admiring the beauty of Lushan," says a 21-year-old tourist surnamed Liu, who is a postgraduate student from Zhejiang province.

Liu managed to finish reciting the poem quickly, making only two errors in the process. "I took every opportunity to practice before arriving, whether on the high-speed train or in the taxi," she says.

This intriguing initiative is part of a campaign allowing students from all over the world to gain free or discounted access to Jiangxi's tourist attractions by reciting specific poems or excerpts from other classics.

In all, 123 scenic spots are participating in the campaign, which runs until Feb 28, 2025.

Jiangxi is leveraging the culture behind these poems both to attract visitors and to enrich their travel experience, says Kuang Kai, an official with the provincial culture and tourism department.

"Jiangxi has long been a land rich in poetic heritage, with many poets leaving behind thousands of verses over the centuries," says Kuang. "The selection of poems is tailored to reflect the particular characteristics of each city and scenic spot."

An increasing number of the country's tourist attractions are now pursuing long-term development by tapping into cultural treasures. In the first half of this year, over 32,000 tourists earned free tickets to Jiangxi's Tengwang Pavilion by successfully reciting Preface to Tengwang Pavilion by Tang Dynasty poet Wang Bo.

In Qufu in Shandong province, the birthplace of the prominent philosopher Confucius, visitors can enjoy free entry to many historic sites after passing a test related to The Analects.

Learning classical literature is a popular trend in China.

The televised Chinese Poetry Competition show, a hallmark of the interest, has captivated viewers for years and allows participants from all walks of life — scientists, students, deliverymen, police officers and pilots — to demonstrate their knowledge and passion for classical poetry.

"The classics are cultural genes embedded deep in the blood of the Chinese people," says Peng Min, an editor who won the fifth edition of the competition. "They are not only alive today but continue to enrich the lives of modern people with their enduring vitality."

In an interview with Xinhua, Zhang Yiwu, a professor at Peking University, expressed his belief that poetry recitals campaigns can encourage visitors, especially the young, to develop a deeper appreciation for classics.

"Our livelihoods have improved significantly, which gives people time to pursue higher goals," Zhang says.

Standing atop Lushan Mountain and gazing at the surrounding peaks, Liu can't help but wonder if, over 1,000 years ago, Li Bai had the same experience of climbing the mountain in the drizzle to marvel at the scenery.

"Poetry gives me the inspiration to be brave enough to explore, and passionate enough to truly live," Liu says.