Gannan Builds Global Tourism Brand Around Nature and Culture

Gannan Develops Global Tourism Brand Focused on Nature and Culture

Tashkent, Uzbekistan (UzDaily.uz) — The Gannan Tibetan Autonomous Prefecture in Gansu Province, China, is progressively establishing itself as a new center for ecological, cultural, and event tourism.

The launch of the second global media promotion event, "Sacred Gannan – A Journey to the Soul," not only served as a significant international platform for the region but also showcased a development model that leverages tourism to foster economic growth, safeguard cultural heritage, and enhance international collaboration.

Media professionals, including journalists, bloggers, photographers, and representatives from 23 countries such as the United Kingdom, France, Australia, Canada, Spain, Malaysia, and Thailand, convened at the picturesque Sangke Grasslands in Xiahe County, located on the northeastern edge of the Qinghai-Tibet Plateau.

Alongside Chinese national, regional, and international media, they delved into the landscapes, history, and culture of a region that has rapidly become one of western China's most popular tourist destinations.

Tourism as a Strategic Asset

Gannan holds a unique position on China's tourism landscape. Situated at the convergence of three provinces and nine administrative regions, it boasts a rich history of interaction between nomadic and agricultural societies, Tibetan culture, the ancient Silk Road's legacy, and contemporary economic progress.

The prefecture also serves a vital ecological function as a natural barrier between the Qinghai-Tibet Plateau and the Loess Plateau. With its abundant biodiversity and well-preserved traditional culture, Gannan emphasizes eco-tourism, ethnic cultural routes, pilgrimage travel, and self-drive adventures over mass tourism.

During the opening ceremony, officials introduced the "Sacred Gannan – A Journey to the Soul" concept, which integrates the Tibetan Plateau's natural beauty, Tibetan spiritual heritage, the region's revolutionary past, and year-round tourism opportunities.

The prefecture features 41 national A-rated tourist attractions, including the Zhagana scenic area, Dayugou Valley, Lazikou Pass, and the historic settlement of Ejie.

International tourism organizations have consistently recognized Gannan as a top destination for outdoor recreation and cultural travel.

A New Travel Philosophy

A highlight of the media program was the unveiling of three new tourism brands focused on scenic driving routes.

The Jiande Road route in Zhoni County merges natural landmarks with rural communities, emphasizing the harmony between environmental conservation and rural revitalization.

The Flower Road route in Zhouqu County promotes rural tourism, supports local producers, and aims to preserve traditional lifestyles.

The Heye ecological route traverses the alpine Meiren Grasslands in Hezuo City, allowing visitors to engage with local ecosystems and Tibetan culture.

According to the organizers, these three initiatives reflect a global trend shifting from conventional sightseeing to more immersive travel experiences that foster deeper connections with local communities and cultures.

International Media as a Tool for Tourism Diplomacy

A significant aspect of this year's event was the involvement of foreign journalists and online content creators.

Chinese regions are increasingly leveraging digital platforms to promote their tourism brands, acknowledging that firsthand experiences shared by media participants can be more impactful than traditional advertising.

News articles, documentaries, photography, and social media content contribute to raising international awareness of destinations among millions of potential travelers.

Moroccan blogger Sanae Fakhri remarked that Gannan possesses a unique atmosphere unlike any other place in China, inspiring visitors to delve into its history, traditions, and culture.

Culture as the Region's Tourism Identity

Event tourism is crucial for promoting the region. One of Gannan's most recognized cultural brands is the "Nine-Coloured Shambala of Gannan" festival, which has evolved significantly from its roots as a traditional folk celebration.

Historically linked to summer excursions into the mountains, the festival has transformed into the prefecture's largest cultural event, showcasing traditional heritage, socio-economic progress, and the region's openness to international collaboration.

Organizers view the festival as a vital platform for enhancing Gannan's international image by merging culture, tourism, investment, and public diplomacy.

This year's opening ceremony will feature a contemporary theatrical performance that blends musical elements with traditional stage arts. A highlight will be a collaborative performance by artists from the Namte Tibetan Opera, recognized as part of China's national intangible cultural heritage, and performers from Qinqiang Opera, one of the oldest theatrical traditions in the country. Organizers state that this performance symbolizes the cultural unity of China's diverse ethnic groups and underscores the importance of preserving traditional arts.

The program will also include performances honoring the history of the Red Army's Long March, culminating in a large-scale presentation of the traditional Tibetan Guozhuang dance featuring representatives from various ethnic communities within the prefecture.

Over several weeks, the festival will host concerts, sporting events, themed fairs, food festivals, craft markets, evening performances, camping areas, family recreation zones, and showcases by leading Chinese theater companies.

Organizers aim to encourage longer visitor stays, boost local consumption, and create a comprehensive tourism product that aligns with evolving traveler preferences.

Tourism and Economic Growth

The festival is organized through a public-private partnership model. While local