As evening descended on Zhaoxing Dong Village in Liping County, Guizhou Province, the sound of a powerful female soprano voice echoed through the air, filling the village with life. The traditional Dong ethnic song, a UNESCO Intangible Cultural Heritage, was sung by various groups under the grand drum tower.
Lu Yanyu, the cultural heritage inheritor of Zhaoxing Dong Village, shared that what started as a local performance soon expanded. “At first, it was just a village performance, but over time, more than 130 singing groups from nearby areas joined. We also added a vibrant ethnic costume parade and a Dong food feast. During the day, we are farmers and shop owners, but at night, we are performers. This brings us pure joy,” she said.
Guizhou, a province rich in cultural diversity, has increasingly gained recognition for its ethnic heritage both domestically and internationally. Popular tourist spots like Xijiang Qianhu Miao Village and Sanbao Dong Village attract many visitors each year. Miao silver jewelry and Shui horsetail embroidery are now well-known globally, while local crafts such as Miao embroidery, batik, Yazhou pottery, and Miao ocarinas are popular souvenirs and are even exported worldwide.
In response to this growing interest, Guizhou is carrying out an ambitious cultural initiative. The provincial government has issued strategic plans covering nine key areas, including cultural research, heritage protection, and exhibition development. The initiative proposes 128 measures to strengthen the province’s cultural identity and promote its rich heritage.
One notable site in Guizhou is Hailongtun, the only world cultural heritage site in the province. Ji Tao, the director of Hailongtun’s Cultural Heritage Administration, explained, “The reflective markers on the wall are used to monitor the integrity of the structure. If a stone falls, it’s carefully restored to its original position, and even the moss must maintain the authenticity of the site’s ecosystem.” Thanks to systematic restoration work, along with the successful transfer of over 15,000 cultural relics, Hailongtun is thriving again.
Guizhou’s cultural wealth is impressive, with one UNESCO World Heritage Site, three Intangible Cultural Heritage listings, 1,655 historical buildings, over 4,300 intangible cultural heritage items, and more than 700 recognized inheritors. To protect and preserve this heritage, the province has implemented various measures, including forming an academic committee of 121 national experts and publishing numerous academic works and literary pieces.
Cultural tourism in Guizhou is thriving due to the integration of local culture with industry. With 753 Long March historical sites, 757 traditional Chinese villages, and 312 ethnic minority villages, the province has created numerous cultural tourism projects that attract visitors year-round. This effort has significantly boosted both tourism numbers and revenue. In the first three quarters of 2024, Guizhou saw an 11% increase in visitors and a 14.8% rise in tourism revenue compared to the previous year.
New business models are also emerging. In Rongjiang County, the integration of ethnic culture with sports events has proven successful. The “Village Super League” and “Village Basketball Association” have evolved from local sports events into long-lasting cultural projects. Meanwhile, in Guiyang, “street concerts” bring vibrancy to the city’s daily life. Traditional festivals such as the Ancient Tibetan Festival and the Miao Sisters Festival further highlight the province’s rich cultural offerings.
Guizhou has leveraged its unique cultural resources to expand its tourism offerings. The province is continuing to integrate tourism with industries like sports, agriculture, and healthcare, creating a more diverse and interconnected cultural tourism ecosystem. This has helped extend the tourism industry’s reach and improve its overall quality.
At the same time, Guizhou is dedicated to public cultural welfare. The province is enhancing cultural services and hosting various community activities to ensure that culture is a part of daily life for its residents.
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