Xinjiang's appeal reaches wider audience

Online presence

Li Yang, 34, an online communicator, was awarded the esteemed title of Gold Medal Ambassador in the online influencer group. She is known by her Douyin ID, Zhaosu Li Yang, combining her Xinjiang hometown's name with her own.

Over the years, Li Yang has leveraged social media platforms to promote and showcase the scenic beauty, delicious cuisine and unique local products of her hometown, Zhaosu. Through livestreaming and short videos, she has garnered a following of over 300,000 fans.

"I may not be a tour guide, but I have a passion for travel," Li Yang says. "I never expected to have the opportunity to participate in the tour guide competition and win an award. I'm thrilled about it. In the future, I will continue to livestream and promote the tourism attractions, culinary delights and other aspects of Xinjiang."

Previously, Li Yang worked in investment planning and property management before switching to individually produced content.

She says that she was inspired by He Jiaolong, the former deputy head of Zhaosu county, to do livestreaming.

He Jiaolong became a social media celebrity after she posted a video of herself galloping on a horse across a stunning grassland covered with snow while dressed in a red cloak and a white fur. After that breakout moment, she continued to recommend Zhaosu's tourism and sell local products through social media.

In 2021, He was promoted to deputy head of the Ili Kazakh autonomous prefecture culture and tourism bureau in Xinjiang. But she also sowed a seed for continued promotion of Zhaosu.

"Before leaving, He established a media platform called One Hundred Anchors Praise Zhaosu, which has attracted people in Zhaosu who love their hometown and enjoy making short videos, and I joined the platform," Li Yang recalls.

"At the time, I knew nothing about livestreaming. She would occasionally take us along when she went out for livestreaming or video shoots. We would be by her side, listening and learning," Li Yang says.

Starting in March 2021, Li Yang started to do livestreaming sessions on Zhaosu, on topics ranging from scenic spots to local products and delicacies. Since then, she has continued to livestream for three hours a day, gradually building a fan base.

The pace has taken a toll. Her voice, which used to be quite crisp, can be hoarse at times. However, she says, the experience she gained helped her achieve good results in the competition.

"Unlike professional tour guides, we who work as individual online producers to introduce scenic spots share more of our own feelings and feedback when visiting places, and we can answer questions from the online audience," Li Yang says.

"I love travel and I'll continue to promote Zhaosu as well as the whole of Xinjiang," she says.