Clean, well-maintained village paths and charming traditional houses create a striking first impression of Duoerbujin Village in Nilka County, the Ili Kazakh Autonomous Prefecture of northwest China's Xinjiang Uygur Autonomous Region, where shop owners have seen their businesses flourishing with increasing flow of customers and growing revenue.
Thanks to the efforts of the One-on-One Aid Team from Wujin District of Changzhou City in east China affluent Jiangsu Province, a targeted incentive program has encouraged local farmstay owners, inn operators, and young entrepreneurs to actively and creatively develop tourism in the village, leading to social media buzz highlighting the new attractions.
Ha Che, owner of the first cafe in the village, vividly recalls the transformation.
"In the spring of 2024, I heard from friends that Duoerbujin Village was being transformed into a vibrant ethnic-cultural destination. When I first arrived, the entire area was full of construction sites, with big or small pits dug everywhere, and I wondered when the renovations would be finished. To my surprise, by June and July of that same year, the entire street had been completely transformed. That's when I realized the real potential of this place, given the speed and efficiency of the work. This space was originally intended to be a cafe. When the aid team explained their vision to me, I immediately saw the sense in it and embraced the idea. That's how I ended up running this cafe," Ha said.
Bazargul Rahan, owner of Bazargul's Milk Tea House, has also witnessed the transformation.
"This place used to be a simple farmhouse restaurant, serving local dishes like horse meat and basic stir-fries. Back then, the business wasn't particularly remarkable. In May, officials from the Jiangsu Aid Team proposed a renovation plan to me. Honestly, I was skeptical at first. But they encouraged me to invest in proper renovations and put in the effort. They assured me not to worry about the money, as they would help secure funding. True to their word, they later provided me with 50,000 yuan (about 7,000 U.S. dollars) in funding," she said.
Ha said it's a great opportunity for young people to start up their own businesses, adding that it's worth the try whether it succeeds or not.
"Since opening this cafe, the officials from the aid program have regularly visited, offering advice and support. They also helped us financially, which has resulted in significant savings on both rent and renovation costs. As a result, this approach has led to a quicker return on investment. Additionally, when people from these institutions visit my cafe, they essentially act as brand ambassadors, helping to spread the word," Ha said.
Since the renovations, Bazargul's business has experienced a remarkable upswing.
"The renovation has definitely attracted more customers. When I was running the farmhouse restaurant, we would host just two or three weddings a year. Now, after the renovation, we have seven or eight weddings booked every month. I can make several thousand yuan (hundreds of U.S. dollars) a day and tens of thousands of yuan (thousands of U.S. dollars) each month," said Bazargul.
Ha agrees that the village's new look has made a tangible difference, expecting a prosperous future for her cafe's development.
"With the village's new appearance, passersby often stop to take photos or check in. Although we are still in the early stages of development, I believe it will thrive in the future. This transformation has really boosted my income and opened up brighter prospects for the future," she said.
Shop owners in Xinjiang revitalize livelihoods with village transformation into tourism destination
