Cultural tourism is gaining momentum in Huangguoshu, a scenic spot known for its waterfall, located in Guizhou province in Southwest China. Huangguoshu has been exploring its development potential and cultural connotation in recent years to consolidate its status as a leading tourist destination, said Cheng Yong, chairman of the Guizhou Huangguoshu Tourism Group Co Ltd. The Huangguoshu Rare Stone Museum opened in July 2010 and received over 400,000 visitors last year.
Colorful Guizhou, a marketing show launched in March 2011 by Colorful Guizhou Culture Development Co Ltd, attracted 200,000 visitors. The State Council proposed to “build Guizhou into an innovative region that features cultural tourism.”
The measure boosts the provincial tourism sector. The construction of Huangguoshu national park was approved on January 2010 and listed among the top 10 tourism projects for the 12th Five-year Plan period (2011-2015).
The concept has expanded from a single tourism spot to a regional zone, which includes two thirds of karst landscapes, making it rich in scientific value and wonderful for sightseeing. The park will comprise of five natural zones, covering flowers, caves, waterfalls, fossils and trees, which according to the head of the park, corresponds with the philosophy of Wuxing, or the Five Phrases.
It creates much potential for promoting cultural tourism and attracting global attention. Cheng Yong attended the World Marketing Summit in Dacca at the invitation of the Bangladeshi government in early March. He gave a speech praising the local marketing strategy.
“If we compare tourism to a body then culture is its soul, which generates vitality,” said Cheng. Huangguoshu is building cultural bases: Huangguoshu Waterfall, build a location where Catholic rituals are performed and a Dragon King Temple will be built to display Eastern and Western cultures.
A theme town will highlight the history of the Ming Dynasty (1368-1644), where tourists can experience life from 600 years ago. An ecological and cultural tourism zone will be promoted, where visitors can better understand the local Bouyei ethnic group culture. Additionally, Huangguoshu officials will make full use of modern medium technology. They will conduct research on current cultural brands, including the Colorful Guizhou shows and the Huangguoshu Rare Stone Museum to extend an industrial chain.
Movies, TV programs, and sporting events can integrate its local tourism and culture. “We are shooting a film Youth in cooperation with the China Film Group. We are also producing a Huangguoshu-themed 3D cartoon series and sponsor an international bridge festival,” said Cheng.