Yunnan tourism blooms and binds

Editor's note: Xia Lu, a special commentator for CGTN, is a research fellow at National Academy for Development and Strategy and the Academy of Xi Jinping Thoughts on Socialism with Chinese Characteristics for a New Era at Renmin University of China; he is also deputy dean of School of Marxism Studies at Xinjiang University. Gao Lei, a special commentator for CGTN, is an associate professor at the Center for Xi Jinping Thoughts on Opening-up, Research Institute of Globalization and China's Modernization, University of International Business and Economics. The article reflects the authors' opinions and not necessarily the views of CGTN.

On March 19, Chinese President Xi Jinping paid an inspection trip to Lijiang, a famous place of interest in southwest China's Yunnan Province, praising that the deepening integration of culture and tourism in Lijiang not only enhanced the cultural connotation and attractiveness of tourism products but also injected new vitality into the local economy.

Relevant measures for the integration of culture and tourism

The local government employed ethnic cultural resources such as Dongba culture and Mosuo customs of Naxi people, and enriched the cultural experience of tourism attractions and tourism elements through the construction of cultural landscapes, the creation of cultural scenes and atmospheres, the promotion of cultural performances, cultural festivals, and the development of cultural and creative products. For instance, through the cultural courtyard in the old town of Lijiang, the Naxi Ancient Music Club, and other projects, local authorities integrated traditional culture into tourism, allowing tourists to experience the cultural charm of Lijiang during the tour.

Focusing on the integration of the whole tourism industry, with the construction of national and provincial tourist resorts as the starting point, and the construction of brand hotels as the focus, local government innovated and developed new products and new formats such as health tourism, rural tourism, and exhibition tourism, building new tourist destinations. For instance, Lijiang has introduced international brand hotels such as Hilton, improving the quality and attractiveness of tourism products.

Treating information technology (IT) as an important tool for tourism development, the local government accelerated the construction of a smart town in the old town of Lijiang and strove to achieve intelligence-based operation for all scenic spots with 4A level and above. Smart tourism has improved the convenience of tourism services and the efficiency of management and provided tourists with a better travel experience.

The local government also implemented the "Yunnan's Talent Support Program," cultivating high-level cultural and tourism talents by issuing special living subsidies, project financial support, research and training and other measures. These talents have played an important role in promoting the innovation and development of the cultural tourism industry, such as integrating intangible cultural heritage items with tourism innovation and creating a new wedding cultural tourism industry.

Key roles in promoting local economic development

The development of the cultural tourism industry in Yunnan has led to the prosperity of related sectors, such as catering, accommodation, transportation, shopping, providing a number of employment opportunities for local residents. Nearly 300,000 local people are hired in tourism in Lijiang, accounting for about 25 percent of the city's total population, effectively improving their income. In 2024, Lijiang's tourism sector witnessed robust growth, with 80.6 million visitors, with an annual growth rate of 18.45 percent. Tourist spending reached 138.3 billion Chinese yuan ($19.1 billion), with a yearly growth rate of 6.41 percent. The average tourist expenditure was 1,718 yuan ($237.6), the highest in Yunnan Province.

Integrating culture and tourism has promoted synergy across various sectors, including agriculture, sports and cultural industries. For example, in Lijiang, the region has leveraged its rich natural resources, such as Yunnan flowers, tea, and coffee, to develop characteristic rural tourism experiences. By integrating floral tourism, tea-themed excursions, and coffee-related attractions, Lijiang has developed unique travel routes that showcase local specialties and stimulate interconnected industrial growth, strengthening the local economy. Such integration has also strongly supported rural revitalization. By expanding rural tourism, establishing cultural landmarks, and promoting cultural activities, local governments have enhanced infrastructure and the ecological environment and stimulated economic diversification. These initiatives have created new income opportunities for rural residents, fostering sustainable livelihoods while bridging the transition from poverty alleviation to long-term rural development.

Great significance to the forging of the sense of Chinese national community

The synergy between tourism and culture in Yunnan Province has fostered inclusive growth among diverse ethnic groups, enhancing the material foundation of the sense of Chinese national community. The prosperity of the tourism industry has led to the development of complementary industries, generating extensive employment opportunities for local residents. As individuals from various ethnic backgrounds engage in the cultural tourism industry and benefit from its economic gains, their sense of identity and connection to the broader Chinese nation community deepens. This, in turn, consolidated social cohesion while ensuring that cultural and economic progress went hand in hand. Moreover, synergy has played a crucial role in fostering communication, mutual understanding, and cultural blending among all ethnic groups, thereby building a solid social fabric of the Chinese national community. The growth of the tourism industry has provided more avenues for cross-cultural engagement, allowing people from diverse backgrounds to connect, share experiences, and develop a more profound appreciation for one another.

As visitors from across the country immerse themselves in local traditions through tourism, they gain a richer understanding and respect for ethnic cultures. The synergy can also facilitate the stable development of border regions like Yunnan, thus building a solid political foundation for the sense of the Chinese national community. Because tourism-driven economic growth continues to enhance living standards across ethnic communities, these regions have witnessed greater social cohesion and prosperity. This economic uplift has, in turn, contributed to a political guarantee for forging the collective sense of identity and belonging of all ethnic groups. The development of cultural tourism has created valuable platforms for patriotic education, deepening national consciousness while safeguarding the unity and stability of the country.

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