Lijiang, a jewel in southwest China's Yunnan Province, has become a model for blending cultural heritage with tourism under initiatives praised by Chinese President Xi Jinping during his recent inspection. The region's strategy—fusing ethnic traditions, technology, and talent development—has sparked an economic revival, drawing over 80 million visitors in 2023 and generating 138.3 billion yuan ($19.1 billion) in revenue.
Ethnic Heritage Meets Modern Innovation
Local authorities have leveraged Naxi ethnic culture, including Dongba artifacts and Mosuo customs, to create immersive experiences like the Naxi Ancient Music Club and cultural courtyards in Lijiang's historic quarter. This cultural infusion coincides with smart tourism upgrades: 4A-level scenic spots now use AI-driven management systems, while international hotel brands like Hilton elevate service standards.
Cross-Sector Synergy Creates Opportunities
The tourism boom has catalyzed growth in agriculture and rural development. Floral tourism routes showcase Yunnan's flowers, tea, and coffee, while cultural festivals and wedding-themed attractions generate new revenue streams. Over 300,000 local residents—25% of Lijiang's population—now work in tourism-related sectors, with rural revitalization programs boosting infrastructure and average incomes.
Yunnan's Talent Support Program further sustains this growth, offering subsidies and training to innovators merging intangible cultural heritage with tourism. The results speak plainly: Tourist spending here averages 1,718 yuan ($237.6) per visit—the highest in the province—as visitors increasingly seek authentic, tech-enhanced cultural experiences.
