Irresistible lightness of being

Wang Huaxin, president of Lijiang's tourism association, believes that the essence of tourism lies in visitors' desire to immerse themselves in different lifestyles and customs, seeking a sense of relaxation in a new environment.

"It's about having a cordial and friendly atmosphere where hosts and guests share the same space. To achieve that, it's important to change the local mindset and develop suitable products and services that cater to the needs of visitors," Wang says.

"In Lijiang, we're protecting the local intangible cultural heritage through innovative methods. We go to the rural areas to communicate with senior craftspeople. Based on their exquisite handicrafts, we've developed cultural and creative products that appeal to tourists."

By offering new products and business formats that combine its natural scenery with local ethnic culture, Lijiang has successfully retained its appeal and boosted rural vitalization through tourism.