“Shangri-La” Cultural Tourism Festival of the World Grandly Opens in Yunnan, China : What You Need to Know

Written By: Anirban Bhattacharya

Anirban Bhattacharya

I am a Content Writer at Travel And Tour World, where I have been covering the global travel and tourism industry since June 2024. With five years of experience in digital journalism and SEO-focused content, I specialize in reporting on travel, tourism, aviation, hospitality, railways, and international developments. My work is built on thorough research, fact-checking, and clear, reader-focused reporting that transforms complex industry updates into accurate and accessible news. I am committed to producing credible, informative, and timely content that helps travelers and industry professionals stay informed about the latest trends, destinations, policies, and developments shaping the global travel landscape.

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October 2, 2024 8:36 PM |

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On September 29, 2024, the second “Shangri-La” Cultural Tourism Festival of the World was launched in Diqing Tibetan Autonomous Prefecture, Yunnan Province. The event brought together domestic and international visitors to explore Diqing’s natural beauty, rich culture, and ethnic traditions, further strengthening the global recognition of the “Shangri-La” Cultural Tourism Festival.

Diqing: A Place of Fortune and Beauty

Located in northwest Yunnan at the intersection of Yunnan, Sichuan, and Tibet, Diqing is home to the renowned “Three Parallel Rivers” UNESCO World Heritage site. Known for iconic destinations like “Meili Snow Mountain” and the “Ancient Tea Horse Road,” Diqing is a prime tourism spot in Yunnan. The region’s name, “Diqing,” translates to “a place of good fortune and auspiciousness.”

Festival Highlights

During the opening ceremony, Zhang Weidong, Deputy Secretary of the Diqing Prefectural Party Committee, highlighted how tourism in Diqing has grown through cultural initiatives. The launch of new train services has further boosted regional tourism, improving both scale and service quality. From January to August 2024, Diqing welcomed over 19 million tourists, generating 23.86 billion yuan in revenue—a 32% and 41.7% increase respectively.

Yunnan Kanglv Holding Group, a festival organizer, emphasized its efforts in enhancing Diqing’s tourism offerings and positioning it as a world-class destination. Yang Min, Chairman of Yunnan Kanglv Holding Group, stated the company’s aim to expand the “Mountain-Sea Travel” brand, integrating cultural tourism resources to promote Diqing on a global scale.

Ceremonial Kick-Off and Events

The event was inaugurated by leaders from the Yunnan Provincial Department of Culture and Tourism, Sichuan Provincial Department of Culture and Tourism, Tibet Autonomous Region Department of Culture and Tourism, and various cultural and travel organizations. The festival featured artistic performances, cultural presentations, and self-driving launch events, allowing guests to experience the essence of Shangri-La beneath the stunning Shika Snow Mountain.

In conjunction with the festival, Diqing also hosted a meeting for the Greater Shangri-La Tourism Alliance, featuring discussions on promoting tourism in the region. Visitors can explore cultural experiences such as Tibetan medicine exhibitions, educational activities, and bonfire parties. Additionally, the “Shika Snow Mountain Mountain-Sea Music Carnival” highlighted Diqing’s artistic vitality.

Future Developments and Tourism Growth

As Diqing embraces innovation in tourism products and services, the region is leveraging opportunities such as the Lijiang-Xianggelila Railway to enhance its tourism industry. With a focus on sustainable growth, Diqing aims to transform its rich cultural and natural resources into major economic pillars, benefiting local livelihoods and positioning the region as a must-visit destination.