Tokumura Shisei: To develop rural tourism is to balance “quality” and “quantity”

In 2008, I participated in the project of master post-disaster tourism plan for the Beichuan Qiang Autonomous County as the only foreign expert after the 2008 Sichuan Earthquake. I went into the disaster area in person for investigation and survey, and proposed suggestions on post-disaster reconstruction. For a long time, I have been honored to be part of this mission, and I have always been concerned about the development of tourism there. Here are my suggestions on tourism development in Hotan of Xinjiang and Yushu of Qinghai in China.

First, we need to fully understand the current trend. With the success of Beijing 2008 Olympic Games, Expo 2010 Shanghai China and Guangzhou Asian Games 2010, China has made remarkable progress in national strength and international influence. In 2022, China will hold Beijing 2022 Olympic Winter Games, to further demonstrate its development results in comprehensive strength. Such positive and sound development trend offers great opportunity for tourism. Apart from tourism, I think the health maintenance industry will also enjoy a promising future.

As the tourism steps into the fast-developing stage, the key question lies in how to balance quality and quantity of tourism development. The survival of tourist service sector depends on the understanding of such balance. Specifically, “quality” serves as the key role, while “quantity” demonstrates the growth of tourism in a certain period. Both factors, when combined together, could finally ensure the sustainability of tourism.

In general, China will become a worldwide superpower in tourism in 2020. However, blind management with sole focus on quantity will trigger the decrease of quality and competitiveness. So, based on the improved quality, we must create more training opportunities and improve service skills to back up the rise of quantity, thereby bringing prosperity.

Service sector is also about embracing the prime time for development. For that, we must be crystal clear that tourism development has to go through the entire life-cycle of infancy, primary stage, developing stage, competition stage, peak stage and decline stage. Accordingly, tourism products have to go through primary stage, rough production, refined production till perfection.

Creating a brand-new trend and promising prospect for Hotan

Currently, tourism in Hotan is transforming from primary to developing stage, with its products from rough to refined.

The market is always brimming with competition, coexistence of opportunities and challenges, where no tourism product could avoid being compared. According to the outline of market trend above, the opportunity of rapid progress for tourism has come, and we shall begin to try our best to expand the market.

In the development process of China's tourism market, a few key problems are worthy of attention: tourism in China shall never lack resources, but rather need to improve product quality; tourism in China shall never suffer from an insufficient market, but rather need to solve the problem of quantity over quality; China must realize its responsibility of becoming a big tourism market and make preparations in advance; tourism in Xinjiang must capitalize on the development opportunity in response to the Belt and Road Initiative; tourism in Xinjiang should also consolidate the current achievements, and prioritize improving the quality of existing products without making unnecessary investments. In a nutshell, we should hold a long-term vision to nurture the tourism in Xinjiang and consolidate the current results.

In recent years, new features and trends have emerged in the tourism market: people's demand on product quality and high-end leisure products shoots up; products of rural tourism become more popular; spa industry picks up in development speed; health maintenance industry has reached its prime, ushering elderly care industry; homestay, driven by rural tourism, grows rapidly; foreign tourism enterprises swarm into China; the era of advanced tourism talents introduction has arrived; tourism industry enters a new round of competition determined by service quality.

Based on the above analysis, let us go back to the topic “Creating a brand-new trend and promising prospect for Hotan – from poverty alleviation through tourism to development strategy of getting rich”. My description for the future of Hotan is “brand-new trend”, and “promising prospect”. “Brand-new trend” means that we need to have a new understanding towards Hotan; and “promising prospect” means that we must come up with new strategies and ideas for the development of the region.

Now, when it comes to Hotan, people all over the world will associate the name with Hotan jade immediately. In other words, the world gets to know Hotan from Hotan jade. Jade has always been the symbol of beauty and mysticism, and Hotan jade, among others, is definitely world-renowned.

First of all, we need to grant such beautiful jade an honorary title, new image and slogan. The ones that come to my mind are “Hotan jade makes our home beautiful and lucky” and “Hotan jade makes our home beautiful and satisfactory”. Next, let us re-interpret the meaning of “Hotan”. My interpretation is “harmonious farming family” and “harmonious countryside”. Three keywords to describe – countryside, serenity and harmony.

Hotan, as a highly renowned city, enjoys distinct local features, landscapes, resources, cultural foundation, remarkable geographical locations, and a long history. Apart from Hotan jade, Hotan boasts profuse cultural and natural resources. It is home to music with the famous Khotan music and dance, and home to jade, silk, carpet and fruits. In addition, many historic sites such as Niya ruins, A‘kesipili Ancient City, Mailikeawati Ancient City, Kaladun Ancient City and An'di'er Ancient City, are located here with 22 harmonious ethnic groups good at singing and dancing, demonstrating the once marvelous and prosperous local culture.

How can we develop Hotan based on its profuse yet unique tourism resources characterized by Hotan jade? I have two principles to offer. First, tourism planning should be centered around the already world-renowned Hotan jade. Second, it is key to consider how to make Hotan jade even more shining. For instance, if we compare Hotan jade as the moon that shines out like the local tourism development, the question now is whether the moon is light enough. My answer is: it could be even lighter. Therefore, we need to re-establish Hotan's global presence first, and consider how to change Hotan jade into a new tourism product.

Though named after Hotan of Xinjiang, Hotan jade is not a geographic concept, nor limited to the jade produced in Hotan of Xinjiang, but rather a jade category. China names stones with over 98 percent of tremolite as Hotan jade. But one thing is clear: Xinjiang is the main production base of Hotan jade whose dominant presence in jade mines has never been questioned or challenged. The key is how to take it onto a high ground.

To maximize the value of Hotan jade, Hotan should become more than just a production base, but a talent pool of experts in jade carving and certificating, and even a sales center of Hotan jade. In doing so, we may elevate Hotan jade from jade mine to technic and art, so as to further consolidate and improve its global presence.

In fact, technics involved in Hotan jade are of great significance to elevate tourist experience. If Hotan serves as a tourist destination, tourists would only see jade mine or finished products of jade carving when they come here. It only proves that Hotan is a production base or sales channel, not the center of technics or art. But if tourists from afar could witness or learn how to collect jade mines, produce and carve jade ware, they would have a much better and more comprehensive experience, so they would stay longer and consider the trip worthwhile.

While we are talking about tourism development in collaboration with poverty alleviation in Hotan, it is key to find the target audience and form up a correct understanding. In terms of resource endowment, Hotan does enjoy sound conditions to develop tourism and further carry out poverty alleviation. At the same time, poverty alleviation through tourism in Hotan must be different, jumping out of the framework and paving a unique road for the local “plan of getting rich”. It is not only a change in minds, but also a breakthrough in deeds.

Within the framework of poverty alleviation through tourism, I think Hotan must pay attention to the following strategic points. We must focus on cultivating talents with specific skills to help them lift themselves out of poverty. Furthermore, the construction of rural roads can make effects on the market of self-driving tour and the project of targeted poverty alleviation.

All countries would encounter the same problem – how to improve or solve the living and survival problem in poor areas. Hence, poverty alleviation as an effective way out of poverty is by no means pericular to a certain country. However, China is the only country that treats poverty alleviation as a step-by-step project and has reaped remarkable results. In 1986, the State Council Leading Group of Poverty Alleviation and Development was established, initiating a large-scale “‘poverty alleviation and development” ’ in an organized way. The Group planned to make nation-wide efforts, gathering human, material, financial and intelligent resources, to implement poverty alleviation as a national development strategy.

Poverty alleviation is commonly understood as a method of protecting the legal rights and interests of impoverished households and relieving their burden. The government cultivates more talents in poor areas, improves the basic remuneration of migrant workers and temporary workers, and establishes an assistance model that develops industrial and agricultural enterprises to improve productivity and get rid of poverty. In so doing, the government aims to aid the production of poor households in impoverished areas.

All this means that it is a protective project that embodies social responsibility, helping the disadvantaged acquire their legal rights and interests and get rid of poverty.

For many years, the Chinese government has been carrying out poverty alleviation in an orderly, well-planned manner, from adjusting and implementing policies, setting up and modifying standards, making breakthroughs in methods, to the targeted poverty alleviation and reduction now. Every procedure, be it primary trial, discovering the real problem, or laying down a solution, proves that it is indeed a tough mission. Albeit, the Chinese government always carries it out systemically, making solid progress so far. Now, the urgent problem before us is to figure out how to make sure that all impoverished people in poor areas could get rid of poverty and live a moderately prosperous life by 2020.

In my view, the final step to solve such problem lies in the core concept of “target”, based on which we also need to have a targeted plan, make precise judgments and put into practice. We must never treat “target” as just a slogan, but to be practical by having a positive attitude and coming up with effective application methods. For that, we must make comprehensive concept, be considerate enough to have remarkable achievements under targeted strategies.

In addition, poverty alleviation collaboration requires innovative ideas. It is best to carry out “plan of getting rich” based on the national targeted poverty alleviation initiative. That is to say, we need to transform the traditional “assistance” in poverty alleviation into helping people get rich. The reason that getting rich is necessary and significant is embodied in the transfer of technics, art and even spirit.

Like I said, poverty alleviation and getting rich through tourism in Hotan is to cultivate tourism talents. It depends on if we could produce high-quality tourism products; products depend on if we have high-quality service. So, Hotan needs to provide training on high-quality service for talents who can bring out the best of Hotan.

Personally speaking, “beauty” is the essence of tourism in Hotan, so that we could use slogans like “beautiful journey in Hotan”, “beautiful memory in Hotan” and “sweet trip in Hotan”. “Beauty” could also be the new image of tourism in Hotan, guiding tourists to perceive visually the “beautiful things and people” because Hotan definitely enjoys the conditions to demonstrate its “beauty”.

“Beauty” in Hotan is an integral part of life, demonstrating the colors and fairness of nature, but it lacks understanding, appreciation and improvement. In Hotan, beauty lies in everywhere, but the problem is how to inherit, transfer, convey and embody such beauty. How does tourism planning help produce tourism products? Planning should first stick to the principle and strategy of “conquering the five senses of tourists to satisfy them”, and take such opportunity to build Hotan into a tourist attraction where people's five senses will get ultimate satisfaction. As a result, tourism products in Hotan ought to be centered on “beauty”. For any other commodities or products, we need to keep a humble mind and gain the preference of the target customers with a detailed concept, centered on “target” and oriented by “beauty”.

Finally, I hope tourism development in Hotan will provide tourists with a feeling of “unforgettable appreciation of beautiful Hotan”, then they would go back home with satisfaction. Because only satisfaction could make tourists turn around and head to Hotan again, that is, “every regular tourist is a satisfied customer”.

Holy Yushu with countless wonders

As China's national strength and influence increasingly grow, the advantages of tourism and relevant industries start to emerge. As for the advice for post-earthquake tourism development in Qinghai, I think it can be summarized into four aspects: ample space for development; good timing for development; promising prospect for development; strong momentum for development. At the same time, the growing trends in tourism gradually appear: tourists' high-quality requirements of rural tourism, spring, and homestay soar; foreign tourism enterprises will flood into China combined with advanced talents of tourism; tourism industry enters a new round of competition determined by service quality.

As mentioned above, in my view, the survival of tourist service sector depends on the understanding of the balance of quality and quantity. Specifically, “quality” serves as the key role, while “quantity” demonstrates the growth of tourism in a certain period. Both factors, when combined together, could finally ensure a sustainable tourism. As a big country of tourism, China should assume due responsibilities and obligations, and so should Qinghai. Qinghai should be prepared to raise its awareness as soon as possible. Here I'd like to share with you my views on the prospect of holy Yushu.

Yushu Tibetan Autonomous Prefecture, with the meaning of “ruins” in Tibetan language, is the first autonomous prefecture of ethnic minority established in Qinghai, and second in China. It is situated in the headstream of three rivers (Yangtze River, Yellow River and Lantsang River) in the hinterland of Qinghai-Tibet Plateau, southeast of Qinghai Province, with average elevation of over 4,200 meters. Among the 30 autonomous prefectures, Yushu is the one with the highest elevation, largest average per capita occupied area, and the most ecological significance. Reputed as headstream of rivers, forefather of mountains, place of wild yak, land of songs and dances and Water Tower of China, Yushu serves as the birthplace of Yangtze River, Yellow River and Lantsang River, covered with Sanjiangyuan National Nature Reserve and Hoh Xil National Nature Reserve.

Yushu has an alpine subarctic climate with only two seasons of cold winter and mild summer. Therefore, it's extremely important to make use of this unique climate to develop tourism. And according to the two climatic conditions, we should consider how to change the unfavorable conditions of alpine subarctic climate into tourism products of high grade and high quality. Alpine subarctic climate is suitable for developing static tourism products rather than dynamic ones. From the perspective of tourism product, Yushu is the best choice for climbing high and gazing far, which may be an edge. In my view, the development of tourism products in Yushu can be rolled out in the light of nourishing heart, hot spring, more rest and less walking, slow wandering, ethnic customs, health preserving through Tibetan medicines, far-seeing and stargazing.

Located on western China's Qinghai-Tibet Plateau, Yushu City is one of the cities at the highest altitude. So, we must take the geographical advantage to build Yushu into a holy tourist destination, a best choice of “climbing high to see the world, and gazing far into the future”. In the meanwhile, we need to forge “a land with the most beautiful moon and starry night” and create a new popular image so that tourists will definitely come here.

What can Yushu do to rebuild confidence, change mind, seek opportunities, and promote growth after the earthquake? I think Yushu could turn to poverty alleviation for help. To be more specific, it could be summarized in three aspects: thoughtful service, targeted poverty alleviation and excellent tourism. The key to ensure a splendid tourism planning is to satisfy the “five senses” of tourists. As a result, as a designer and planner of tourism, I hold the view that Yushu must work out a planning program that gives full play to Yushu's advantages all the year around. Yushu boasts abundant resources such as Tibetan culture, ethnic customs, colorful nature, rural tourism, hot spring and thoughtful homestay. Yushu has favorable conditions of environment, resources, and capital to be a moving holy place. I believe that as long as we use appropriately, Yushu will be developed by the means of poverty alleviation through tourism.

All countries would encounter the same problem – how to improve or solve the living and survival problem in poor areas. Hence, poverty alleviation as an effective way out of poverty is by no means pericular to a certain country. However, China is the only country that treats poverty alleviation as a step-by-step project and has reaped remarkable results. In my view, the final step to solve such problem lies in the core concept of “target”, based on which we also need to have a targeted plan, make precise judgments and put into practice. We must never treat “target” as just as a slogan, but to be practical by having a positive attitude and coming up with effective application methods. For that, we must make comprehensive concept, be considerate enough to have remarkable achievements under targeted strategies. Yushu may get some inspiration from post-earthquake countermeasures, hot spring, and homestay in Japan.

Located on the plateau, Yushu hot spring is one of the relatively pure hot springs. Therefore, Yushu is not suitable for amusement-oriented hot spring. As the climate changes only a little all year round, Yushu is appropriate for pure hots spring, static health spa, Tibetan health spa and hot spring for plateau sightseeing.

In addition, backed by profound cultural heritage, wonderful natural environment, distinct regional characteristics, good-hearted customs, and abundant tourism resources, Yushu can also develop homestay industry. Homestay is different from hotel in that tourists can feel the owner's warmth and local customs. We often say that only when we consider how to maintain tourists, can rural tourism be well developed.

We should give full play to “the world heritage site of Qinghai Hoh Xil”, Heaven of Animals, which is home to numerous world-class rare animal species, some even endangered ones that are highly protected. Qinghai must vigorously protect the invaluable resources and create a good environment for viewing, enabling tourist at home and abroad to watch and learn about national treasures.

In the meanwhile, Yushu also needs to concentrate on self-driving tour and foster tourists' awareness of green and healthy self-driving. As the old saying goes, “If you want to get rich, build roads first.” This sentence is applicable to self-driving products as well. The countryside roads can contribute to the self-driving market and the progress of targeted poverty alleviation. Furthermore, talents are more important than wealth. The development of tourism depends on if we could produce high-quality tourism products; products depend on if we have high-quality service. So, Yushu needs to provide training on high-quality service for talents who can bring out the best of Yushu. If the tourism in Yushu goes on smoothly, then a large number of labor force and excellent tourism talents will be attracted here. For that, Yushu tourism must focus on how to make sure that tourists will “come happily and travel delightedly” in the future.