Yecheng County in Xinjiang has been continuously exploring models for the special tourism industry, steadfastly pursuing the path of tourism-driven poverty alleviation. To further deepen regional tourism cooperation and promote the development of tourism in Yecheng and along the Xinjiang-Tibet Highway, the “Karakorum • City on the Sky Road” Yecheng • Xinjiang-Tibet Highway Tourism Poverty Alleviation Special Promotion Conference and the Launch of the Extreme Journey Public Welfare Challenge were successfully held in Beijing on December 29.
The promotion event kicked off with an opening dance, the Yecheng Sainaimu, performed by the Yecheng Song and Dance Troupe. Zhang Jianzhong, Vice Chairman of the Tourism Poverty Alleviation Alliance of the China Foundation for Poverty Alleviation Volunteer Service Promotion Association, delivered a speech. Dr. Gao Jun, Dean of the School of Environmental and Geographic Sciences at Shanghai Normal University, unveiled the Yecheng-Xinjiang-Tibet Highway tourism plan. Sun Liang, head of Xinjiang Aike Captain Tourism Development Company, introduced the tourism resources along the Yecheng-Xinjiang-Tibet Highway.
Speech by Zhang Jianzhong, Vice Chairman of the Tourism Poverty Alleviation Alliance of the China Foundation for Poverty Alleviation Volunteer Service Promotion Association
Dr. Gao Jun, Dean of the School of Environmental and Geographic Sciences at Shanghai Normal University and a renowned tourism planning expert
Unveiling the Yecheng-Xinjiang-Tibet Highway tourism plan
Presentation by Sun Liang, head of Xinjiang Aike Captain Tourism Development Company
Developing “special tourism” along the Xinjiang-Tibet Highway is a crucial measure under the tourism-driven poverty alleviation strategy and one of the key methods for targeted poverty alleviation. To create a new model of “sports + tourism + poverty alleviation” and realize deep integration and development between the tourism and sports industries, the People’s Government of Yecheng County actively communicated and cooperated with multiple stakeholders, eventually reaching a development intent for the Extreme Journey Public Welfare Challenge along the Xinjiang-Tibet Highway. The Sports Bureau of the Xinjiang Uygur Autonomous Region has obtained relevant approval from the Federation of Automobile Sports of China.
Meanwhile, promoting this event in Beijing—a premium source market—not only enhances bilateral cultural and tourism cooperation and exchange, but also facilitates substantial growth in the special tourism industry along the Xinjiang-Tibet Highway. The promotion conference also unveiled the future tourism plans for the Yecheng-Xinjiang-Tibet Highway and awarded the Culture, Sports, Radio, Television, and Tourism Bureau of Yecheng County the “Best Cultural Tourism Product Innovation Breakthrough Award” in the 2019 Travel & Leisure Star Ranking.
On the day of the event, leaders from the Tourism Poverty Alleviation Alliance of the China Foundation for Poverty Alleviation Volunteer Service Promotion Association, CCCC Transportation & Tourism Investment Holding Co., Ltd., the School of Environmental and Geographic Sciences at Shanghai Normal University, the Shanghai Promotion Service Center for Xinjiang Tourism, and the Culture, Sports, Radio, Television, and Tourism Bureau of Yecheng County were invited to attend.
Developing the Xinjiang-Tibet Highway and building a world-class scenic drive
The Xinjiang-Tibet Highway boasts world-class tourism resources, including the highest-altitude highway in the world—the Xinjiang-Tibet Highway—and the world-renowned second highest peak—K2. It features majestic and precipitous alpine glaciers and other spectacular natural landscapes.
Yecheng County has developed the tourism market along the Xinjiang-Tibet Highway around the six essential elements of “eating, accommodation, transportation, sightseeing, shopping, and entertainment,” integrating local culture with tourism resources. It continuously builds the “culture + tourism” brand along the highway, enriches rural tourism formats, promotes integrated industrial development in Yecheng, and achieves sustainable growth.
During the event, CCCC Transportation & Tourism Investment Holding Co., Ltd., the People’s Government of Yecheng County, and the Shanghai Promotion Service Center for Xinjiang Tourism (also known as Shanghai Travel Network Travel Service Co., Ltd.) jointly signed a memorandum of cooperation on the development and promotion of tourism along the Xinjiang-Tibet Highway. This signing heralds deeper inter-industry collaboration in the future, with both sides jointly developing tourism along the highway, setting up service facilities, and creating tourism events and products. Additionally, Beijing Jurun International Travel Agency Co., Ltd., the Culture, Radio, Television, and Tourism Bureau of Yecheng County, and Xinjiang Aike Captain Tourism Development Co., Ltd. signed a cooperation agreement on tourism products for Yecheng and the Xinjiang-Tibet Highway, reaching a collaborative intent to develop “special tourism” in the region.
Developing the Xinjiang-Tibet Highway and building an industrial avenue for tourism-driven poverty alleviation
In recent years, Yecheng County in Xinjiang has actively developed two major tourism destinations: “adventure tourism” represented by the Xinjiang-Tibet Highway, and “industry tourism” represented by the Walnut Seven Fairies Garden. It strives to enhance the reception and service capacity of existing scenic spots, implement targeted poverty alleviation, and is dedicated to upgrading the tourism brand of the Xinjiang-Tibet Highway.
By establishing “Xinjiang-Tibet Beneficial Lodges” along the route, tourists are precisely directed to mountainous towns and villages, encouraging them to engage in public welfare poverty alleviation projects. At the same time, ethnic cooperatives for tourism development centered on local impoverished villagers can effectively involve poor herders in tourism services and improve tourism infrastructure. Creating unique tourism brand identities along the Xinjiang-Tibet Highway, leveraging tourism to drive targeted poverty alleviation, and achieving prosperity for impoverished households along the route and in Yecheng will boost the county's tourism economy.
With the joint efforts of Shanghai’s aid-Xinjiang officials and local leaders, Yecheng’s tourism public service level has made significant progress, visitor reception has risen markedly, and the economic benefits of tourism have become evident. By the end of 2019, Yecheng had earned four Guinness World Records from the Shanghai Grand Theatre. The Autonomous Region’s Department of Culture and Tourism listed the Xinjiang-Tibet Highway (including K2) as a key tourism development project. Yecheng County’s tourism industry shows a thriving and positive outlook, with a significant increase in visitor numbers, effectively driving employment for residents around scenic areas. Vigorously developing new tourism models such as hiking, self-driving, and motorcycle touring along the Xinjiang-Tibet Highway can enhance Yecheng’s competitiveness as “the most distinctive tourism destination and major travel corridor on the Southern Silk Road,” solidifying its role in tourism-driven poverty alleviation and helping impoverished rural households along the route achieve prosperity through tourism.
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