Gannan, Gansu, China – June 10, 2025 — A diverse group of international journalists, influencers, and media professionals from 29 countries and regions—including Canada, the United States, Switzerland, and South Korea—gathered in Gannan Tibetan Autonomous Prefecture on June 9 to embark on a cultural and ecological exploration as part of the “Sacred Gannan: Journey of the Soul” global media tour.
Hosted in Xiahe County, the event forms part of a broader campaign to introduce the region’s evolving tourism offerings and cultural heritage to a global audience. The delegation experienced firsthand the vibrant local traditions, highland landscapes, and hospitality of the Tibetan communities that define this unique corner of northwestern China.
“My previous impression of the northwest was one of arid deserts and sparse vegetation,” said Hong Xiaoya, Director of the New Media Center at the Macau Commercial Post. “But driving from Lanzhou to Xiahe was a revelation—the greenery along the highways, the modern infrastructure, even the smart tourism systems in rural towns were unexpected.” For many journalists from southern China or abroad, the contrast between perception and reality was striking.
Hong noted that her upcoming coverage would focus on how Gannan is finding a balance between ecological protection and economic development—a story of increasing relevance to global readers concerned with sustainable travel.
South Korean journalist Lee Woo-Joong from Segye Ilbo echoed the sentiment, saying Gannan’s distinct Tibetan culture and natural scenery could appeal strongly to Korean tourists. “Many Koreans spend weekends in cities like Shanghai or Qingdao, but Gannan offers something completely different—authentic, immersive, and serene,” Lee said. He plans to highlight the region’s Danxia landforms and nomadic grassland experiences in his report, particularly around the Sangke Grassland and the hidden valleys of Ganga.
That evening, during a cultural tourism presentation, local officials revealed ambitious plans to elevate the region’s tourism appeal. Sangjijia, Deputy Governor of Xiahe County, shared updates on infrastructure and attraction development, including a 230-million-yuan grass-skiing facility on the Sangke Grassland and the transformation of the Ganga Secret Land into a national 5A scenic destination. Plans are also underway to create a heritage street zone near the famed Labrang Monastery.
To tackle the issue of short stays in the region, Xiahe is investing 120 million yuan in an airport expansion project, expected to enable direct flights to major hubs like Chengdu and Xi’an. A new self-driving route linking popular sites such as Zhagana and Langmusi is also being planned to support extended visits of five to seven days.
“We want the world to see that Gannan is more than just stunning landscapes—it’s a living culture,” said Wang Honglin, County Mayor of Xiahe. He highlighted Xiahe’s recognition in recent years, including being named one of China’s “Top 100 Must-Visit Small Cities” in 2025.
As the media tour continues, participants are expected to share stories, photos, and videos that reframe Gannan’s global image—not only as a scenic destination but as a model for sustainable tourism grounded in rich cultural heritage
