Discover The Success Of Jikayi Village In China’s Sichuan Region, Where Eco-Tourism, Cultural Preservation, And Economic Growth Create A Thriving Global Destination

Written By: Prasan Das

Prasan Das

I am a journalist with a passion for reporting on the ever-evolving travel and tourism industry. As a journalist at Travel And Tour World, I cover a wide range of topics, including emerging travel trends, destination developments, aviation, hospitality, and the global events shaping tourism. Through thorough research and engaging storytelling, I aim to deliver accurate, insightful, and accessible reporting that keeps readers informed while highlighting the destinations, businesses, and innovations transforming the future of travel.

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October 25, 2025 1:49 PM |

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Jikayi Village located in China in the Sichuan Region, is a flourishing and attractive global travel destination for the integration of eco-tourism, culture, and economic development. This Village is known for its cultivated and breathtaking natural viewpoints and tourism landscapes. Every year, Jikayi attracts thousands of tourists and integrates their practices with sustainable tourism. The local community eco-tourism growth development increased local and community earnings and the retention of eco-tourism oriented Tibetan traditions of craftsmanship, folk music, and preservation. Jikayi village makes a point on the development of eco-tourism prosperity economically to retention of culture and to improve development on the culture and natural area. Cultivating and retaining development on their culture and natural areas serves economically enriched development eco-tourism to, Jikayi Village is a direct and precise aspirational eco-tourism motivated community to others in the development of eco-tourism and.

Jikayi Village, nestled in Danba County within Garzê Prefecture in Sichuan Province, China, has recently earned the prestigious title of “Best Tourism Village” by the United Nations Tourism. This recognition, granted on October 17, 2025, reflects the village’s remarkable blend of ecological conservation, sustainable development, and cultural heritage preservation. Jikayi Village stands as a testament to the deep wisdom of Eastern philosophy, particularly the principle of harmonious coexistence between humans and nature, offering a unique model for other global communities to emulate.

Ecological Empowerment: Turning Green into Gold

Set within the Moerduo Mountain Provincial Nature Reserve, Jikayi Village is located next to the World Natural Heritage Site “Habitat of the Giant Panda.” Its breathtaking landscapes, which include awe-inspiring sea-of-clouds phenomena and dramatic sunrise vistas, attract visitors from across the world. The village’s ecological environment has become a significant draw, captivating tourists with its natural beauty and serenity.

At the core of Jikayi Village’s success is its focus on ecological preservation. The local government has positioned the village as a key player in sustainable tourism, underscoring the value of environmental conservation as the cornerstone of development. This commitment to protecting the natural surroundings has transformed Jikayi into an international ecological and cultural tourism destination.

In 2025, Jikayi saw over 330,000 visitors from more than 20 countries between January and September. Tourism revenue for the period reached 364 million RMB, reinforcing the idea that “green mountains and clear waters are as valuable as mountains of gold and silver.” By embracing the concept of “Forest+” tourism, the village has successfully merged ecological sustainability with economic growth, demonstrating that a healthy environment can drive tourism while enriching local communities.

Jikayi Village’s development has provided tangible economic benefits for its residents. In 2024, the per capita disposable income of local villagers reached 34,000 RMB, highlighting the successful integration of environmental stewardship and economic empowerment. This model reflects a broader shift toward eco-tourism, where the preservation of nature is not just a moral imperative but also a sound business strategy.

Business Innovation: Overcoming Seasonal Challenges

Jikayi Village has also demonstrated a keen ability to adapt to the challenges of rural tourism, particularly the seasonality that often limits the viability of year-round tourism in remote areas. Through an innovative integration of culture, tourism, and diverse industries, the village has expanded its tourism offerings to ensure a steady flow of visitors throughout the year.

By diversifying its activities, Jikayi has extended its peak tourism season beyond the traditional spring and summer months. The village now hosts thematic activities throughout the year, including spring flower viewing, summer cooling retreats, autumn beauty pageants, and winter sunbathing. As a result, the percentage of winter tourists has risen from less than 10% to 22% in just three years. Additionally, the occupancy rate of Bed & Breakfasts in winter has consistently remained above 30%.

The economic impact of this extended tourist season is clear. Over 90% of the village’s 92 households are now involved in tourism-related industries, with locals transforming into entrepreneurs in the Bed & Breakfast sector, live-streaming influencers, photographers, and artisans. This shift has allowed villagers to tap into the economic benefits of tourism, bringing a new source of income and enhancing the overall quality of life in the village.

Cultural Heritage: Preserving and Celebrating Eastern Beauty

Jikayi Village is not only a natural paradise but also a living repository of rich cultural traditions. As a cradle of the Jiarong Tibetan and Dongnü cultures, Jikayi is home to various national and provincial-level intangible cultural heritages, including the craftsmanship of Tibetan tower building and the folk singing traditions of western Sichuan.

The village itself serves as an open-air museum, with its architecture reflecting the timeless beauty of Jiarong culture. In an effort to preserve and share these traditions, Jikayi has introduced innovative cultural tourism experiences. Through the “intangible cultural heritage + tourism” model, visitors are introduced to the unique crafts of the region, such as black pottery making and Jiarong embroidery. These traditional crafts are not only part of the local Bed & Breakfast experiences but also serve as a bridge to understanding the deep cultural legacy of the area.

One of the village’s standout cultural attractions is the immersive project “A Day in the Life of the Dongnü Queen,” which combines role-playing games with historical and cultural education. Tourists can step into the shoes of a Dongnü Queen, experiencing the village’s traditions and legends firsthand. This hands-on engagement with culture creates a lasting connection between visitors and the local heritage, fostering greater appreciation and understanding of China’s diverse cultural landscape.

In addition to these immersive cultural experiences, the village’s local products have also gained recognition. Specialties like pepper coffee, made using ingredients native to the plateau, have entered both domestic and international markets, carrying with them the distinct flavors and cultural essence of Jikayi. The success of these products further underscores the village’s ability to merge cultural preservation with economic vitality, ensuring that both local traditions and modern opportunities coexist harmoniously.

A Model for the Future

Jikayi Village’s journey to becoming a “Best Tourism Village” is not just a local success story but a model for sustainable tourism that integrates environmental stewardship, cultural preservation, and economic development. The village’s approach demonstrates that with careful planning and a commitment to preserving natural and cultural resources, even remote communities can thrive in the global tourism market.

Jikayi Village, located in the Sichuan region of China, is now an example of successful integration of eco-tourism, cultural sensitivity, and economic development, all the while continuing to benefit the local population and international tourists. Such success is a testament to the positive potential of eco-tourism for economic success while upholding cultural and environmental conservation.

The continuing evolution of Jikayi offers invaluable experience for other rural destinations struggling to meet the standards of contemporary tourism while protecting the integrity of their heritage. By adopting large-scale ecological protection, Jikayi is positioning itself not only to global tourism but also for recreational and social development to be integrated for the positive global tourism impact for the diaspora of Jikayi Village.