Gannan, Gansu Province, China — Once a remote cluster of Tibetan villages tucked deep in the forested valleys of northwestern China, Gannan’s hidden gems—like the ancient village of Zhagana—are now fast becoming international tourism darlings. With rugged stone cliffs, lush alpine forests, and a distinct spiritual charm, the region is captivating travelers from across the globe, particularly from Southeast Asia.
In just five years, annual tourist numbers to Zhagana have skyrocketed from 500,000 in 2019 to over 4 million in 2024. Among them, the number of international visitors—especially tour groups from Southeast Asia—has surged significantly, reaching over 27,000 in 2024 alone.
“Zhagana is stepping confidently onto the global tourism stage,” says Wanma Dongzhu, Deputy General Manager of Fengdie Cultural Tourism Investment Co., which oversees development of the Zhagana Scenic Area. “It has become a powerful window into the unique cultural and natural beauty of northwest China.”
Designated by the United Nations World Tourism Organization as one of the “Best Tourism Villages” in 2023, Zhagana now offers a broad range of internationally friendly services to accommodate the growing wave of global travelers. The village boasts 26 foreign-friendly homestays that meet international standards, English-speaking staff, multilingual signage in five languages—including English, Tibetan, Japanese, and Korean—and upgraded dining options including fresh coffee and bread alongside traditional yak butter tea.
“The fusion of ancient Tibetan culture with modern comforts is exactly what international tourists love most,” says Oujie, operations manager at the YunJing Wild Tent Hotel. Visitors can take part in immersive cultural experiences, from Thangka painting workshops led by local artists to “Zhagana Banquets” that blend Eastern and Western cuisine, followed by evenings of storytelling and traditional Tibetan music around a bonfire.
The transformation of these Tibetan villages has not only drawn tourists and social media influencers from countries such as the United States, New Zealand, South Korea, and the UAE—but also sparked a wave of cultural exchange and digital storytelling. Asma, a host with Dubai-based China-Arab TV, expressed awe during a recent shoot in Zhagana: “It’s like opening a mystery box of nature. Sometimes you forget if you’re in China or a hidden European town.”
Local leaders say the changes have been profound. “In the past, we had to travel five kilometers just to find tourists. Now, bookings are made online, and our homes are fully booked every summer,” says Daoji Dongzhu, deputy village chief of Zhagana. “The arrival of tourism turned us from ‘crows’ into ‘phoenixes’—our income and quality of life have soared.”
Beyond Zhagana, similar shifts are taking place across the region. In Gaxiu Village, about 100 kilometers away, residents have turned from traditional pastoral life toward eco-tourism. Even though the high season only lasts three or four months, locals like Garizaxi, who runs a rural lodge, report annual incomes of 80,000 to 90,000 yuan (about CAD 15,000–17,000).
With the upcoming launch of the Gaxiu Cloud Valley Scenic Area, expectations are high. “The new site will not only attract more visitors but stimulate economic growth in nearby villages,” says Yang Haijin, who oversees the project. It’s expected to create over 200 local jobs—from horseback guides to drivers—with wages ranging from 3,000 to 4,000 yuan per month.
From the stone dwellings of Zhagana to the green pastures of Gaxiu, Gannan’s Tibetan villages are undergoing a stunning renaissance—inviting the world to witness firsthand the story of China’s rural revival.
