Across China: SW China homestay revitalization reflects vibrant growth of cultural tourism

by Xinhua writers Ye Ting, Li Like and Chen Gai

CHENGDU, Nov. 7 (Xinhua) -- In late autumn, snowflakes dissolved into the rushing waters of the Zheduo River, which winds through the highland city of Kangding. Drawn by the warmth and aroma in the air, visitors flocked to a new local favorite, namely the Yangqieer Guozhuang, a restaurant that has become a social media sensation.

Spanning roughly 1,000-square-meters, the venue fills the air with the scent of tea and the sound of music. Diners enjoy Han-Tibetan fusion dishes and traditional dances, immersing themselves in the hospitality and vibrant culture of Ganzi Tibetan Autonomous Prefecture in southwest China's Sichuan Province.

Yet, more memorable than the refined interior is the confident and hearty voice of the owner, Yu Rong. Pointing to a black-and-white photo of two Tibetan women on the wall, Yu began to tell the story of the Guozhuang.

As a major trading post along the historic chain bridge of the ancient Tea-Horse Road, Kangding once thrived as a vital commercial hub connecting Tibetan areas with other parts of China. In those days, a Guozhuang was more than just a trading station -- it was a multifunctional space combining lodging, dining and social exchange. The two women in the photo were renowned Guozhuang owners in the mid-20th century and also the grandmothers in Yu's family.

Over generations, the Guozhuang gradually evolved into what we now recognize as a homestay. After operating such a business for 12 years, Yu made a bold decision: she closed all her guest rooms. Following a major renovation, the Yangqieer Guozhuang reopened in June, now focusing exclusively on dining and cultural experiences. Remarkably, despite eliminating accommodation services, the business saw its revenue surge by 50 percent year on year.

"In the age of social media, young travelers are willing to go anywhere for a unique experience," Yu explained, reflecting on her transformation. "Ganzi is abundant in stunning landscapes and boutique homestays, so we had to find our own niche."

Her intuition proved correct. In recent years, as China's tourism market has grown increasingly rational, many homestays lacking unique features or qualities have been phased out. Yu's business was no exception, once suffering a 30-percent decline in revenue.

Sensing travelers' growing desire for immersive experiences and emotional fulfillment, Yu and her team completely redesigned the space, infusing it with rich Tibetan cultural elements. Now, visitors can don traditional attire for photos, sip tea beside curtains inscribed with ancient Tea-Horse Road poems, send postcards featuring scenery from Ganzi's 18 county-level regions, or select handcrafted black pottery souvenirs from the shelves.

This transformation of Yangqieer Guozhuang mirrors the broader trend of Ganzi's cultural tourism upgrading toward high-quality development. Homestays are evolving from simple lodging facilities into cultural venues that showcase Tibetan lifestyles and foster deeper visitor engagement.

In May 2024, Yu was elected president of the Ganzi Tourism Homestay Association. Drawing on her extensive experience, she has promoted standardized management, shared operational insights, and encouraged fellow entrepreneurs to embrace cultural innovation and differentiation.

Since its establishment in April 2024, the association has grown from about 60 members to more than 400. It assists members in interpreting cultural and tourism policies, organizes training sessions and competitions, and mediates disputes between tourists and operators. Additionally, the association participates in the Ganzi star-rated hotel evaluation committee, working to enhance the reputation of local homestay brands.

A prime example is the Zamba Boutique Hotel in Xinduqiao Town, which was rated as a five-star homestay by the committee. Featuring panoramic views of snow-capped mountains and barley fields through its floor-to-ceiling windows, along with elegant decor and a dispersed oxygen supply system, the hotel offers guests a serene and rejuvenating experience.

The hotel, which has 19 rooms, maintains an occupancy rate of around 90 percent during peak seasons. It also offers free cultural activities, including family visits to Tibetan homes and hands-on experiences making zanba, a traditional Tibetan staple food made of barley flour. Notably, by hiring local staff and compensating Tibetan residents for cultural activities, the hotel also generates additional income for nearby communities.

"Working here is more than just a job. It's a chance to share our culture with visitors," said hotel manager Yungdrung Pemo, who takes pride in promoting Tibetan traditions through her work.

As Yu noted, the association not only provides professional training but also focuses on enhancing aesthetics and service awareness among practitioners, helping employees find a stronger sense of purpose and achievement.

Over the past three decades, Ganzi has developed a diverse portfolio of signature tourism brands, encompassing cultural offerings, the scenic national highways G317 and G318, and spectacular natural attractions such as Mount Gongga and Yading scenic spot. Blessed with abundant natural resources including snow-capped mountains, pristine lakes, and lush forests, Ganzi has become a premier destination for travelers.

According to Liu Hong, director of the prefecture's culture and tourism bureau, Ganzi now receives more than 45 million visitors annually. The region's appeal is further enhanced by a variety of tourism products that highlight its natural beauty, intangible cultural heritage, and customized travel experiences.

"Tourism has significantly improved people's livelihoods, but sustainability remains our top priority," Liu emphasized. "We are encouraging industry practitioners to learn from developed regions, elevate service standards, and prioritize environmental protection to ensure the long-term prosperity of our tourism industry." ■