Gannan Builds Global Tourism Brand Around Nature and Culture

Tashkent, Uzbekistan (UzDaily.uz) — Gannan Tibetan Autonomous Prefecture in China's Gansu Province is steadily emerging as a new hub for ecological, cultural and event tourism.

The opening of the second global media promotion event, "Sacred Gannan – A Journey to the Soul", served not only as a large-scale international showcase for the region but also highlighted a development model in which tourism is used to drive economic growth, preserve cultural heritage and expand international cooperation.

Journalists, bloggers, photographers and media representatives from 23 countries, including the United Kingdom, France, Australia, Canada, Spain, Malaysia and Thailand, gathered at the scenic Sangke Grasslands in Xiahe County on the northeastern edge of the Qinghai-Tibet Plateau.

Together with Chinese national, regional and international media, they explored the landscapes, history and culture of a region that has become one of western China's fastest-growing tourism destinations.

Tourism as a Strategic Resource

Gannan occupies a distinctive place on China's tourism map. Located at the intersection of three provinces and nine administrative areas, it is home to centuries of interaction between nomadic and agricultural civilizations, Tibetan culture, the legacy of the ancient Silk Road and modern economic development.

The prefecture also plays an important ecological role as a natural barrier between the Qinghai-Tibet Plateau and the Loess Plateau. Owing to its rich biodiversity and well-preserved traditional culture, Gannan has focused on eco-tourism, ethnic cultural routes, pilgrimage travel and self-drive expeditions rather than mass tourism.

During the opening ceremony, officials presented the "Sacred Gannan – A Journey to the Soul" concept, which combines the natural scenery of the Tibetan Plateau, Tibetan spiritual heritage, the region's revolutionary history and year-round tourism opportunities.

The prefecture is home to 41 national A-rated tourist attractions, including the Zhagana scenic area, the Dayugou Valley, Lazikou Pass and the historic settlement of Ejie.

International tourism organisations have repeatedly listed Gannan among the leading destinations for outdoor recreation and cultural travel.

A New Travel Philosophy

One of the central events of the media programme was the presentation of three new tourism brands centred on scenic driving routes.

The Jiande Road route in Zhoni County combines natural landmarks with rural communities, highlighting the balance between environmental protection and rural revitalisation.

The Flower Road route in Zhouqu County focuses on rural tourism, support for local producers and the preservation of traditional ways of life.

The Heye ecological route passes through the alpine Meiren Grasslands in Hezuo City, offering visitors an opportunity to experience local ecosystems and Tibetan culture.

According to the organisers, all three projects reflect the global shift from traditional sightseeing towards more immersive travel experiences that encourage deeper engagement with local communities and culture.

International Media as a Tool of Tourism Diplomacy

A key feature of this year's event was the participation of foreign journalists and online content creators.

Chinese regions are increasingly using digital communications to promote their tourism brands, recognising that first-hand experiences shared by media tour participants can have greater impact than traditional advertising.

News reports, documentaries, photography and social media content help build international awareness of destinations among millions of potential travellers.

Moroccan blogger Sanae Fakhri said Gannan has a unique atmosphere unlike anywhere else in China and inspires visitors to learn more about its history, traditions and culture.

Culture as the Region's Tourism Brand

Event tourism plays a central role in promoting the region. One of Gannan's best-known cultural brands is the "Nine-Coloured Shambala of Gannan" festival, which has evolved far beyond its origins as a traditional folk celebration.

Historically associated with summer journeys into the mountains, the festival has become the prefecture's largest cultural event, showcasing traditional heritage, socio-economic development and the region's openness to international cooperation.

Organisers view the festival as an important platform for strengthening Gannan's international image by bringing together culture, tourism, investment and public diplomacy.

This year's opening ceremony will feature a contemporary theatrical production combining musical performance with traditional stage arts. One of the highlights will be a joint performance by artists of the Namte Tibetan Opera, recognised as part of China's national intangible cultural heritage, and performers of Qinqiang Opera, one of the country's oldest theatrical traditions. According to organisers, the performance symbolises the cultural unity of China's diverse ethnic groups and highlights the importance of preserving traditional arts.

The programme will also include performances dedicated to the history of the Red Army's Long March before concluding with a large-scale performance of the traditional Tibetan Guozhuang dance featuring representatives of the prefecture's various ethnic communities.

Over several weeks, the festival will offer concerts, sporting events, themed fairs, food festivals, craft markets, evening performances, camping areas, family recreation zones and performances by leading Chinese theatre companies.

Organisers aim to encourage longer visitor stays, stimulate local consumption and create an integrated tourism product that reflects changing traveller preferences.

Tourism and Economic Development

The festival is organised under a public-private partnership model. While local authorities continue to coordinate the event, businesses, community organisations and professional event operators play a growing role.

According to organisers, this approach helps reduce public spending, improve event quality and use the festival as a platform for investment discussions, regional product promotion and business networking.

In this model, cultural events become part of a broader economic development strategy linking tourism, services, trade and investment.

Tourism as Part of China's Modernisation

Speaking at the opening ceremony, Shan Youjun, deputy secretary of the Communist Party committee of Gannan Tibetan Autonomous Prefecture, said the region had entered a new stage of high-quality development.

He said the authorities plan to continue developing the green economy, strengthen ethnic unity, improve living standards and expand international cooperation as part of the country's 15th Five-Year Plan.

Within this strategy, tourism is viewed not as a standalone industry but as an integrated tool for regional development. It supports infrastructure modernisation, job creation, rural development, cultural preservation and international people-to-people exchanges.

The global media promotion campaign and the continued development of the Shambala festival reflect Gannan's efforts to establish its own international tourism brand.

The region is positioning itself through a combination of alpine landscapes, Tibetan culture, environmental sustainability and modern tourism initiatives, seeking to strengthen its appeal to travellers, investors and participants in international cultural exchange.