Discover the Rich Culture and Tourism Boom of Beichuan Qiang County: An Immersive Experience into China’s Ancient Traditions

Published on November 22, 2025

Beichuan Qiang Autonomous County, which is situated in the stunning southwest of China’s Sichuan Province, is becoming well-known both domestically and abroad for its rich cultural legacy. The Qiang ethnic group’s yearly Qiang New Year celebration has grown to be a vibrant driver of a booming tourism sector. Over 700,000 people have attended the festival this year, eager to learn about the distinctive customs of the region and fully immerse themselves in the lively culture of the Qiang people.

Cultural Heritage Meets Tourism

Beichuan Qiang County has successfully turned its traditional practices into a booming tourism market. At the heart of this transformation is the Banaqia Commercial Street, where visitors can fully experience local customs and the 108 varieties of intangible cultural heritage on display. Visitors are treated to live demonstrations of traditional Qiang arts such as grass weaving, Qiang embroidery, and lacquerware crafting. These immersive experiences provide a deep dive into the artistic heritage that has been passed down through generations.

The celebrations and activities provide not only a glimpse into the ancient ways of life but also give visitors the chance to engage with cultural-creative products inspired by the area’s traditions. These unique products, ranging from intricately woven baskets to hand-embroidered garments, have become hot commodities for those looking to take a piece of the Qiang culture home with them.

Booming Visitor Numbers and Tourism Impact

Since the commencement of the festival, daily foot traffic on Banaqia Commercial Street has surpassed an impressive 200,000 people, a striking increase compared to normal days. Such a surge in visitors is a testament to the growing popularity of Beichuan Qiang County as a cultural destination. The area’s tourism infrastructure has been prepared to handle such a high influx, with local vendors reporting unprecedented customer traffic from morning till night.

Local businesses, particularly those offering cultural-creative products, have seen a significant uptick in sales. The demand for these culturally inspired goods has spiked fivefold compared to normal days. This growth in sales indicates the strong appetite for cultural souvenirs and experiences that tie into the region’s heritage. Not only do visitors walk away with tangible souvenirs, but they also take with them a greater understanding and appreciation of the Qiang people’s traditions.

Accommodation and Hospitality Surge

As the Qiang New Year celebrations continue, Beichuan’s accommodation sector has seen a boom. With more than 100 hotels and guesthouses fully booked a week before the festival’s commencement, it is clear that Beichuan is rapidly emerging as a must-visit destination. The rise in bookings has significantly impacted local hospitality businesses, with high demand for rooms continuing throughout the week.

For visitors planning to stay, the bustling atmosphere of Beichuan offers an experience beyond cultural attractions. The sheer volume of bookings demonstrates the growing appeal of Beichuan as a regional tourist hub, as more people recognise the town’s ability to combine traditional celebrations with modern hospitality standards.

Economic Benefits and Revenue Growth

The ongoing festivities are expected to generate over 280 million yuan (approximately 39.4 million U.S. dollars) in tourism revenue. This increase in revenue reflects not only the growing interest in the Qiang New Year but also the role of intangible cultural heritage in modern-day commerce. With over 58 per cent of the total revenue attributed to the sale of cultural products and activities linked to intangible heritage, it is evident that the Qiang people’s traditions are driving a large portion of the local economy.

This economic boost has wide-reaching benefits for the community. It supports local artisans, businesses, and the hospitality industry, ensuring that the culture of the Qiang people remains sustainable and continues to thrive in the face of modernisation.

A Look into the Future of Beichuan Qiang County Tourism

As Beichuan Qiang County continues to attract more visitors from both within China and internationally, the region’s tourism industry is poised for even greater growth. The Qiang New Year festival is just one example of how traditional cultural practices can be leveraged for economic and cultural development. Moving forward, it is expected that Beichuan will continue to be a leading example of how indigenous heritage can be preserved while simultaneously boosting tourism and economic growth.

Local authorities are already exploring ways to build on the current momentum by expanding their tourism offerings. These plans include further development of cultural-creative products, as well as additional immersive experiences that allow visitors to engage more deeply with the Qiang community. This expansion of the tourism industry is expected to continue providing a steady stream of revenue for the region, ensuring that Beichuan remains a cultural and economic powerhouse for years to come.

A Unique Destination for Cultural Immersion

With its colourful New Year’s festivities, Beichuan Qiang Autonomous County has emerged as a prime example of how a community can honour its history while fostering substantial economic growth. Beichuan is clearly drawing tourists from all over the world, as evidenced by the spike in visitors, record sales of cultural goods, and fully booked lodging. The festival offers a special chance for both cultural immersion and economic growth in addition to honouring the rich traditions of the Qiang people.

The festival has shown itself to be more than just a cultural occasion; it is an emerging economic powerhouse. Beichuan is definitely a place worth visiting for those looking for a genuine travel experience that immerses them in a distinctive aspect of China’s ethnic culture. Beichuan Qiang County offers an unforgettable trip into the core of China’s cultural legacy, whether you choose to partake in the traditional crafts, savour the regional cuisine, or just celebrate with the Qiang people.