On the afternoon of November 10, the 2019 Colorful Liangshan Tourism Promotion Conference will be held at the Hilton Guangzhou Tianhe. Themed “Magnificent Seventy Years · Striving in a New Era,” the event aims to showcase Liangshan’s rich ethnic customs, stunning natural scenery, and the tremendous development and changes it has achieved over the past 70 years since the founding of New China to the citizens of Guangzhou.
As a spectacular feast of tourism resources with distinctive ethnic minority characteristics, the 2019 Colorful Liangshan Tourism Promotion Conference will arrive as scheduled and live up to expectations. The event is hosted by the Liangshan Yi Autonomous Prefecture Culture, Radio, Television and Tourism Bureau and organized by Guangzhou Lvmama Technology Co., Ltd.
A bridge of friendship links hearts, and the steps of love never cease
It is reported that as early as May 12, 2017, against the backdrop of Guangdong Province’s paired assistance to Liangshan, Liangshan had already held a “Love Never Stops · Colorful Liangshan” tourism promotion conference in Guangzhou. To enhance interaction and communication, over 300 tourists from Foshan were invited to experience the magnificent beauty of Liangshan on the “Love Never Stops · Colorful Liangshan Tour” on May 19.
Later in May 2018, Zeng Yingru, then Secretary of the Party Group and Director of the Guangdong Provincial Tourism Bureau, personally led a delegation including officials from the Foshan Municipal Tourism Bureau, Foshan Tourism Association, and heads of key tourism enterprises to Liangshan for research on paired tourism poverty alleviation cooperation, promoting the development of targeted poverty alleviation policies.
The inspection team braved the rain to visit the Guokede Wetland in Zhaojue, gaining an in-depth understanding of the scenic area’s current development plans. By visiting the homes of farmers who appeared in the TV series “Blooming Soma Flowers,” traveling to “the Last Kingdom of Women” — Lugu Lake, touring key poverty alleviation villages and Mosuo families, and conducting on-site inspections of the Lugu Lake scenic area, they experienced Yi ethnic folk culture firsthand and gained a deeper understanding of Liangshan’s tourism cultural resources. Spanning over 1,800 kilometers from Guangdong to Liangshan, the two regions have built a bridge of friendship, and the steps of love have never stopped.
Highlights await at the promotion event, and interactive features shine
The 2019 Colorful Liangshan Tourism Promotion Conference has attracted attention from multiple well-known domestic media outlets, and the event features a rich variety of content. Through temple fair interactions, traditional cultural performances, and other forms, the colorful culture of Liangshan will be promoted, presenting the diverse folk culture of Liangshan from multiple perspectives, allowing the audience to deeply experience the region’s rich ethnic customs on site.
It is understood that the temple fair interactive scenes are divided into four exhibition areas: the Humanistic Sentiment Zone, the 70th Anniversary of the Founding of the Nation, the Colorful Liangshan Zone, and the Targeted Poverty Alleviation Zone. These four zones will collectively display Yi ethnic costumes, traditional musical instruments, and more, and feature a photo exhibition area that visually showcases the tremendous changes in Liangshan’s development under the Party’s guidance. At the same time, the exhibition hall will also display special agricultural products from Greater Liangshan for visitors to purchase. In the interactive modules of the exhibition areas, lively and engaging activities will allow visitors, media, and guests to experience Liangshan’s profound and unique ethnic culture.
In addition, the promotion event will invite well-known TV hosts and multiple influencers in the tourism industry to participate, and will conduct short video live interactions via the popular Douyin app, promoting Liangshan’s rich cultural tourism resources to visitors. It is hoped that under the deployment of the Liangshan Yi Autonomous Prefecture Culture, Radio, Television and Tourism Bureau, the region’s high-quality tourism resources, along with its uniquely ethnic culture, customs, and specialties, can be better promoted to a wider audience.
The hosting of the 2019 Colorful Liangshan Tourism Promotion Conference is not only a promotional effort but will also adopt a new model of integrated development through “media + industry,” creating a positive interaction between the media’s communication advantages and the city’s high-quality cultural tourism resources. This will further expand Liangshan’s tourist source markets and promote the development of the cultural tourism industry.
Liangshan’s cultural and tourism resourcesare abundant, as it was a key town on the ancient Southern Silk Road
Liangshan is located at the intersection of China’s east-west commercial and cultural corridor and the north-south ethnic cultural corridor. Long before Zhang Qian opened the Northern Silk Road, this area was already a significant hub on the ancient Southern Silk Road. Additionally, Liangshan is a treasure trove of intangible cultural heritage, with a total of 373 national, provincial, and prefectural-level intangible cultural heritage projects, 415 representative inheritors of provincial and prefectural-level intangible cultural heritage projects, 3 national-level intangible cultural heritage productive protection demonstration bases, and 1 national-level cultural industry demonstration base.
Liangshan’s long and splendid history and its magnificent landscapes have created unique advantages in cultural tourism resources, also fostering a strong cultural confidence among its people. Currently, the entire Liangshan Prefecture has 35 A-level tourist attractions (including 11 4A-level attractions, 4 provincial-level eco-tourism demonstration zones, and 4 provincial-level tourism resorts). Among them, Xichang Qionghai is one of the first national-level tourism resorts and a national 4A-level scenic spot, and it is also China’s largest urban wetland park.
In addition, many classic works in China’s art and photography circles have been created in Liangshan. Liangshan’s ethnic songs and dances enjoy nationwide fame, while its music, film, literature, and stage art continue to thrive. Numerous musicians, poets, and media professionals have emerged from Liangshan and reached the world stage. The well-preserved indigenous cultures of Liangshan’s fourteen resident ethnic groups have become a rich treasure for contemporary Chinese artistic creation.
Currently, Liangshan has a total road length of 27,000 kilometers. To enable tourists to travel more conveniently within Liangshan, construction has begun on the Yibin–Panzhihua Expressway, while expressways such as Panzhihua–Yanyuan, Xichang–Ningnan, Xichang–Zhaotong, and Xichang–Shangri-La are being expedited. With the development of several expressways, the distance between Liangshan and other regions has been greatly reduced. Air routes have also been established to accommodate travelers from Beijing, Guangzhou, Xi’an, Chengdu, and other cities. It is reported that as of 2018, Xichang Qingshan Airport has opened over 20 flight routes.