Yecheng County in Xinjiang continues to explore models for the specialty tourism industry and remains committed to the path of tourism-driven poverty alleviation. To further deepen regional tourism exchanges and cooperation and promote tourism development in Yecheng and along the Xinjiang-Tibet Highway, the "Karakoram · City of the Heavenly Road" Yecheng · Xinjiang-Tibet Highway Tourism Poverty Alleviation Special Promotion Conference and the launch of the Ultimate Journey Public Welfare Challenge along the Xinjiang-Tibet Highway were successfully held in Beijing on December 29.
The promotion event kicked off with an opening dance, the Yecheng Sanam, performed by the Yecheng Song and Dance Troupe. Zhang Jianzhong, Vice Chairman of the Tourism Poverty Alleviation Alliance of the China Poverty Alleviation Volunteer Service Promotion Association, delivered a speech. Dr. Gao Jun, Dean of the School of Environmental and Geographical Sciences at Shanghai Normal University, unveiled the tourism plan for Yecheng and the Xinjiang-Tibet Highway. Sun Liang, head of Xinjiang Aike Captain Tourism Development Company, introduced the tourism resources along the Yecheng-Xinjiang Tibet Highway.
Zhang Jianzhong, Vice Chairman of the Tourism Poverty Alleviation Alliance of the China Poverty Alleviation Volunteer Service Promotion Association, delivers a speech
Dr. Gao Jun, Dean of the School of Environmental and Geographical Sciences at Shanghai Normal University and a renowned tourism planning expert
Unveiling the tourism plan for Yecheng and the Xinjiang-Tibet Highway
Sun Liang, head of Xinjiang Aike Captain Tourism Development Company, gives a presentation
Developing "specialty tourism" along the Xinjiang-Tibet Highway is an important measure under the path of tourism-driven poverty alleviation and one of the key methods of targeted poverty alleviation. To create a new model of "sports + tourism + poverty alleviation" and achieve deep integration and development of the tourism and sports industries, the People's Government of Yecheng County actively communicated and cooperated with multiple parties, eventually reaching a development intent for the Ultimate 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 and Motorcycle Sports of China.
At the same time, promoting this event in Beijing—a high-quality source market—not only enhances cultural and tourism cooperation and exchanges between the two regions but also facilitates significant development of the specialty tourism industry along the Xinjiang-Tibet Highway. During the promotion conference, the future tourism plans for Yecheng and the Xinjiang-Tibet Highway were also released, and the Culture, Sports, Radio, Television and Tourism Bureau of Yecheng County was awarded the 2019 “Best Cultural Tourism Product Breakthrough Innovation Award” by Travel Heaven Star List.
On the day of the event, leaders from the Tourism Poverty Alleviation Alliance of the China Poverty Alleviation Volunteer Service Promotion Association, CCCC Travel Investment Holding Co., Ltd., the School of Environmental and Geographical 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 route
The Xinjiang-Tibet Highway boasts world-class tourism resources, including the highest-altitude highway in the world—the Xinjiang-Tibet Highway—and the world’s second-highest peak, K2, which enjoys international fame. The area features magnificent natural landscapes such as towering, rugged alpine glaciers.
Yecheng County has developed the Xinjiang-Tibet Highway tourism market around the six essential elements of “food, 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 Travel 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 highway tourism along the Xinjiang-Tibet Highway. The signing of this memorandum signals deeper inter-industry collaboration in the future, with both sides jointly developing highway tourism along the Xinjiang-Tibet Highway, establishing tourism 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 mutual intent to develop “specialty 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 industrial tourism represented by the Walnut Seven Immortals Garden. The county strives to enhance the reception and service capacities of existing scenic spots, implements targeted poverty alleviation efforts, and is dedicated to upgrading the tourism brand of the Xinjiang-Tibet Highway.
By establishing “Xinjiang-Tibet Beneficial Lodges” along the highway, tourists are precisely directed to mountainous towns and villages, while encouraging and supporting them to engage in public welfare poverty alleviation projects. At the same time, ethnic cooperatives for tourism development, centered on local impoverished villagers, effectively involve poor herders in tourism services and improve tourism infrastructure. The creation of a unique tourism brand for the Xinjiang-Tibet Highway uses tourism to drive targeted poverty alleviation, helping impoverished households along the highway and in Yecheng escape poverty and achieve prosperity, thereby boosting the county’s tourism economy.
With the joint efforts of Shanghai’s aid-Xinjiang cadres and local leaders, Yecheng’s tourism public service level has made significant progress, visitor numbers have risen markedly, and the economic benefits of tourism have become evident. By the end of 2019, the county had earned four Guinness World Records from the Shanghai Great World. The Autonomous Region Culture and Tourism Department listed the Xinjiang-Tibet Highway (including K2) as a key tourism development project. Yecheng County’s tourism industry shows a thriving and positive momentum, with a significant increase in visitor numbers that effectively drives employment for residents around scenic areas. Vigorously developing new tourism models along the Xinjiang-Tibet Highway—such as hiking, self-driving, and motorcycle touring—can enhance Yecheng’s competitiveness as “the most distinctive tourism destination and major travel corridor on the southern Silk Road,” supporting the county in solidly advancing tourism-driven poverty alleviation and achieving the goal of lifting rural impoverished households along the highway out of poverty through tourism.
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