District is building itself into a popular destination with rich natural resources

Over the past three decades, Wulong, a formerly poverty-stricken mountain region in Chongqing, has undergone a face-lift through developing tourism and it now aims to attract more global guests to experience its unique landscape and rich culture.

"Tourism has been our pillar industry for 30 years. By 2035, Wulong will become a world famous tourist destination," He Qing, the district's Party chief, said recently.

"We will strictly adhere to the standards of world-class tourist attractions and enhance the international level of tourism products, marketing, facilities and services."

Located about 130 kilometers southeast of Chongqing's urban area, Wulong is renowned for its natural beauty and cultural depth.

In 2007, it was named a UNESCO World Heritage site for its karst landforms and several major attractions, including three natural bridges, its gorge valley, Furong Cave and Xiannyu Mountain.

In the past, the region was listed among national-level poverty-stricken areas due to limited arable land and a lack of infrastructure. Because of its karst topography, the ground is rocky and the meager soil can hold little water.

The accidental discovery of Furong Cave, renowned for its stunning array of geological formations, by a few villagers in 1993 marked the start of tourism development.

Since 1994, tourism has become the major driver of the local economy and made Wulong a model for sustainable development.

On April 24, President Xi Jinping told a symposium in Chongqing on promoting the development of the western region in the new era that county economies with distinctive characteristics should be developed, and a batch of counties strong in the agricultural, industrial and tourism sectors should be fostered to ensure that farmers have job opportunities near their hometowns and that their incomes increase, and that urbanization is advanced in accord with local conditions.

Easily accessible by air, rail, road and water, Wulong received 5.46 million visitors last year, including 91,000 international tourists, generating total revenue of 520 million yuan ($72 million), a record high.

Over 100,000 people, about a quarter of the district's residents, now work in tourism and related industries, according to local authorities.

"Natural ecology is Wulong's greatest wealth and resource," He said. "We will never sacrifice the environment for temporary economic growth.

"We protect every mountain and stone, every blade of grass and tree, every bird and beast, as well as rivers and streams in Wulong, ensuring that the green mountains remain, the clear waters flow and the fresh air persists. This provides sustainable development resources for tourism."

Jingzhu village on Xiannyu Mountain was recognized as one of the world's best tourism villages by the World Tourism Organization in 2022, thanks to its achievements in balancing tourism with economic development while adhering to environmental protection.

Wulong has also taken a series of innovative approaches in developing tourism, providing services and activities for people with various needs, such as field studies for students, competitions for outdoor sports fans, exhibitions for art lovers, health and wellness services for seniors and romantic honeymoon packages for young couples.

Since 2003, Wulong has hosted the China International Mountain Outdoor Sports Open, one of the largest outdoor cross-country events in the world.

The world's first women's polo club — China. Xiannvshan 1003 Polo Club — will debut in Wulong soon, He added.

To make Wulong better known abroad, the district government has organized delegations to over 20 countries, including Switzerland, Hungary and Singapore, to promote tourism. Xiannyu Mountain has formed a "sister scenic area" partnership with Jungfrau in Switzerland and established international friendly cooperation relationships with six foreign cities and regions, including the city of Izumisano in Japan.