During the recent National Day holiday, China’s domestic tourism saw an impressive turnout of 765 million trips, marking a 5.9% increase year-on-year, with total spending reaching 700.82 billion yuan, up 6.3% from the previous year. One standout performer was Guizhou, a province that has gained significant attention in the national cultural and tourism landscape over the past few years. According to data from various platforms, during the National Day period, Guizhou experienced a 21% increase in travel bookings, a 56% rise in ticket orders, and saw a remarkable 133% increase in inbound tourism orders.
Despite Guizhou’s relatively late start in the cultural and tourism sector compared to established destinations, it has emerged as a rising star on both the national and global tourism maps. The province boasts rich natural resources and a climate that attracts visitors seeking relief from the sweltering heat, especially as average temperatures from June to August hover around 23.6°C, making it an ideal summer getaway.
However, attributing Guizhou’s rapid rise solely to favorable weather conditions would be too simplistic and overlook the complexities of modern tourism development. What has Guizhou done right to elevate its status in the tourism industry? What unique factors have contributed to its burgeoning tourism popularity? Let’s explore this through four key aspects.
**1. Transportation Revolution: How to Get to Guizhou**
Transportation infrastructure is critical for the modern tourism era. Guizhou’s late start in tourism can be directly linked to its mountainous terrain and historically weak infrastructure. Recognizing this issue, Guizhou has embarked on a transportation revolution over the past decade, connecting various regions and facilitating tourism growth.
A milestone was reached on December 26, 2014, with the opening of the Guiyang-Guangzhou high-speed rail line, marking Guizhou’s entry into the “high-speed rail era.” This single event has had profound implications for the tourism sector, as illustrated by reports of bustling restaurants filled with visitors from Guangdong during the first Spring Festival after the rail’s inauguration.
Following that, Guizhou expanded its high-speed rail network significantly, constructing lines connecting Guiyang with cities such as Kunming, Changsha, and Chengdu. By the end of 2023, Guizhou’s total railway mileage reached 4,256 kilometers, establishing a robust framework for travel that enables spontaneous journeys throughout the province.
Moreover, Guizhou has also prioritized the development of its expressway system, becoming the first province in China’s western region to achieve full expressway access to all counties by the end of 2015. This infrastructure boom has been essential in accommodating the rising trend of self-driving tourism, as Guizhou now boasts nearly 8,800 kilometers of expressways.
An impressive feature of Guizhou’s transportation network is its high ratio of bridges, leading the province to earn the nickname “Bridge Museum,” with nearly half of the world’s top 100 tallest bridges located here, including three in the top ten.
Air travel has also seen significant growth, with Guizhou Airport expected to handle over 22 million passengers in 2024, offering various domestic and international routes.
Guizhou’s unique transport system has made it more accessible for tourists while simultaneously turning certain infrastructure into attractions themselves. For example, the BaLing River Bridge, with its thrilling activities like bungee jumping, has become a popular tourist site that boosts local lodging and agricultural sales.
**2. Cultural and Tourism Integration: What to Experience in Guizhou**
Today, the idea of a seamless bond between culture and tourism is widely accepted. Yet, genuine integration of these two sectors didn’t become official in China until the establishment of the Ministry of Culture and Tourism in 2018. Under this new banner, Guizhou, rich in cultural resources, has significantly advanced its cultural tourism initiatives.
The province houses numerous historical and cultural heritage sites, and in July 2023, Guizhou’s government announced four major cultural initiatives aimed at elevating cultural tourism. This includes emphasizing red culture, promoting historical narratives, and integrating indigenous cultural elements into tourism products.
Innovative projects like the “Red Ribbon” digital cultural experience center, focused on the Long March history, and the comprehensive interpretive project “Great Turning Point” have emerged as pioneering examples of this cultural tourism blend.
Guizhou has also successfully harnessed its diverse cultural resources to create engaging tourist experiences. The province’s obligation to foster cultural engagement through tourist offerings ensures it stands apart in a crowded market, avoiding homogenization while providing authentic experiences.
**3. Technology Revolution: How to Experience Guizhou**
Guizhou has adeptly leveraged new technologies and the mobile internet to enhance its tourism appeal. The establishment of initiatives such as the “Smart Tourism Action Plan” reflects a commitment to innovative digital experiences in tourism.
For instance, the “Night Tour of Huangguoshu” is a pioneering attraction that utilizes immersive light and sound technologies, transforming the natural scenery into a vibrant night-time destination. Since its launch, it has drawn millions of visitors, showcasing the potential of technology in enhancing visitor experiences.
Moreover, new platforms like “One Code to Explore Guizhou” streamline tourist experiences by providing seamless access to local attractions and events, thus ensuring a user-friendly interface that enhances visitor satisfaction.
In addition to enriching tourism products, technology has shaped Guizhou’s promotional strategies. By aligning with platforms like Douyin and Bilibili, Guizhou has broadened its reach and created new tourism archetypes such as “Village Basketball” and “Village Music Festivals,” which resonate with younger audiences.
**4. Changing Tourism Perceptions: Why Visit Guizhou?**
In an era focused on emotional value and authenticity, Guizhou’s breathtaking scenery and diverse cultural experiences provide a must-visit destination for tourists seeking relaxation and rejuvenation. The province’s array of engaging activities, from live music events to outdoor adventures, caters to the needs of younger generations looking for unique experiences.
Guizhou has become a paradise for adventurers, offering ample opportunities for rock climbing, cycling, and bungee jumping among its mountainous landscapes. Events like the recent twelve music performance series in Guiyang highlight the province’s vibrant cultural scene, attracting many young visitors.
Furthermore, Guizhou’s emphasis on personalized, high-quality accommodations through the growth of unique local inns caters to the preferences of modern travelers, further enhancing its appeal.
In summary, Guizhou’s tourism industry has successfully evolved by embracing infrastructure development, cultural integration, technology adoption, and a keen understanding of changing traveler expectations. As the province continues to grow as a tourist destination, the challenge remains: how to sustain this momentum and continually innovate to stand out as a world-class travel locale. Nonetheless, Guizhou has already established itself as a noteworthy example in China’s tourism landscape, symbolizing the evolving relationship between culture, technology, and modern exploration.
