Diqing Prefecture Accelerates Cultural Tourism Initiatives in Northwestern Yunnan

Strategic Insights -

In recent years, the Diqing Tibetan Autonomous Prefecture in Yunnan Province has transformed its cultural tourism landscape, leveraging innovative initiatives to catalyze the development of three economic zones: the Northwest Yunnan Tourism Ring Road, the Jinsha River Tourism Economic Belt, and the Shangri-La Ecological Tourism Zone. By embracing comprehensive tourism and promoting novel formats, models, and products, the prefecture has achieved remarkable success in fostering a thriving cultural tourism industry.

Key Takeaways:

  • The Diqing Prefecture has introduced a comprehensive tourism landscape, incorporating all regions, seasons, and elements, to foster a rich and diverse tourism experience.
  • The prefecture has prioritized innovation in tourism formats, models, and products, striving to improve tourism services and promote the slogan "There's a Life Called Yunnan."
  • The global "Shangri-La" brand has gained concrete form, with the prefecture's cultural tourism industry achieving new success, contributing to the upgrading of cultural tourism consumption and coordinated regional development.
  • Diqing Prefecture has strived to develop a four-season tourism program, introducing tours such as flower tours, matsutake mushroom tours, and winery explorations.
  • New formats integrating agriculture, culture, and tourism are being developed, including ecological study tours, farming experiences, and rural travel.
  • The Shengyu Tianxiang Industrial Tourism Zone has been upgraded to a national AAA-level scenic spot, marking a breakthrough in the new model of industrial tourism.
  • Over half of the A-level scenic spots in the prefecture have achieved secondary sales revenue exceeding ticket revenue, with the tourism model shifting from "sightseeing ticket economy" to "comprehensive consumption economy."
  • Diqing Prefecture has organized intangible cultural heritage displays, promoted the "intangible cultural heritage + cultural tourism" synergistic effect, and established multiple cultural and creative markets across the prefecture.
  • The prefecture continues to consolidate the achievements of the national-level Diqing Ethnic Cultural Ecological Reserve, focusing on developing the "G214 Love for Life" cultural tourism brand and conducting publicity and promotional activities targeting major source markets.

Statistics:

  • From January to August, the prefecture saw the addition of over 4,800 market entities of all types, including over 2,000 in the homestay and other accommodation sectors alone.
  • Over 35% of the prefecture's residents are directly or indirectly employed in cultural and tourism-related industries, creating jobs and increasing their income close to home.
  • Last year, rural tourism in the prefecture welcomed over 16 million tourists, generating over 5.2 billion yuan in tourism spending.
  • The prefecture's cultural and tourism industry generated an added value of 4.138 billion yuan, accounting for 13.5% of the prefecture's GDP, ranking first among the prefecture's four major industries.
  • From January to July, the prefecture received a total of 19.0977 million tourists, with total tourism spending reaching 17.847 billion yuan, representing year-on-year increases of 19.99% and 38.73%, respectively, both ranking first in the province.

Sources:

  • https://www.yn.gov.cn/ywdt/zsdt/202509/t20250909_317572.html