Lijiang City in southwest China's Yunnan Province has become one of the most sought-after destinations for tourists escaping summer heatwaves with its mild climate and unique ethnic culture.
In Lijiang ancient town, one of the city's landmark tourist attractions, an ongoing "ethnic culture season" offers visitors immersive new experiences. People from different ethnic groups dressed in traditional attire parade through the ancient streets with bamboo baskets filled with flowers, while flash mob dances and other activities enable tourists to appreciate both the stunning landscapes and the beauty of ethnic culture.
"It's incredibly novel and fascinating. Everyone is so welcoming. The activities make us feel truly involved -- plus I received flowers as gifts, which was so rewarding and joyful," said Yang Huan, a tourist.
"You can experience all kinds of ethnic customs here. It's absolutely fantastic," another tourist He Qiong added.
To highlight its unique cultural elements and natural scenery, the Lijiang municipal government has enriched its tourism offerings, rolling out new products like study tours, wellness retreats, extended-stay travel, and photography-themed tours.
"There's food, entertainment, and even makeup and styling services for photography-themed tours. The experiences of this tour are exceptional -- you get to wear local outfits and try something completely new," said Dai Fangyi, a tourist from south China's Guangdong Province.
Beyond the scenery, tasting local flavors ranks top at tourists' to-do lists. Restaurants in the ancient town have also updated their menus with creative fusion dishes, such as "wild mushroom with cured ribs" and "flower-infused cured ribs" to cater to tourists from different regions.
"Many netizens recommended this. We happened to find it today and decided to have a try. Wild mushrooms are a Yunnan specialty -- the soup is delicious," said Chen Rilan, a tourist.
The city's commerce bureau, in cooperation with cultural tourism departments and local businesses, have launched multiple voucher campaigns spanning dining, lodging, tourist attractions, and retail to fuel its summer tourism.
Since July, Lijiang ancient town has welcomed over 6.8 million visitors in total, according the data from the Lijiang ancient town protection and management authorities.
During the summer travel peak, local authorities have stepped up supervision of the tourism market, aiming to safeguard consumers' rights, and ensure an orderly market environment for consumers.
"Moving forward, we'll diversify our offerings to meet all travelers' needs, continuously elevating their experience and satisfaction. We will invite more visitors to discover 20 degree-Celsius Lijiang and its 100 percent enthusiasm," said Yin Liangqin, deputy director of the Lijiang Culture and Tourism Bureau.
Lijiang City's ethnic culture, mild climate draw tourists escaping summer heatwaves
