Fang Zehua: Reflections on the development of tourist destination in Hotan prefecture of Xinjiang

I. The tourism development status and phase in Hotan

According to data, Hotan received more than 2.13 million domestic and international visitors in 2018 with a rise of 51.4% over the previous year.  The number of domestic tourists was 2.1309 million, increasing by 51.4%, and the number of inbound tourists was 1,667, up 7.7%. Tourists accounted for 1.4% of all people to Xinjiang. The total tourism consumption achieved 2.75 billion yuan, with a growth rate of 20.6%, accounting for 1% of the total tourism consumption in Xinjiang. There are 13 star-rated hotels in Hotan, including one four-star hotel and 12 three-star hotels. There are 22 A-level scenic spots, including one 4A level scenic spot, 9 3A level scenic spots and 10 2A level scenic spots, as well as 2 1A  level scenic spots.

The tourism resources in Hotan are basically divided into four categories. The first is of history and culture like Niya's Relics, Cele Small Buddhist Temple and Hotan Museum. The second is natural scenery, such as Kunlun Mountain, Taklamakan and Yurungkash River. The third category is ethnic customs, represented by Grape Gallery, the Longevity Village and Daliyabuyi. The last category is local specialties, such as Heton jades, carpets, silk, walnuts, pomegranates and jujubes.

The tourists to south Xinjiang (Hotan, Kashgar and Mongolian Autonomous Prefecture of Bayingolin) accounted for 19.5% of all tourists to Xinjiang. Tourism revenue accounted for 9.3% of the total income of Xinjiang.

Through the data and comparison, my preliminary judgment on the current tourism development in Hotan is as follow, known as the “world’s jade center” on the ancient Silk Road, and proposing the slogan of “Hotan welcomes tourists from all over the world”, yet Hotan’s tourism industry is still in its infancy.

II. Reconsideration of Hotan tourism resources

The construction of tourist destinations should consider four factors, i.e. tourist attractions, accessibility, tourism facilities and market demand. The following is some opinions regarding tourist attractions and accessibility.

Reconsideration of Hotan tourism resources and their potentials, such as the Kunlun Mountain and Taklamakan, as well as cultural heritages like the ancient Silk Road and Niya’s Relics. Firstly, the ancient Silk Road should be highlighted in tourism promotion. And develop such packages as journey along the ancient Silk Road to the Western regions or journey of discovery,like Sven Hedin’s geographic discovery. Secondly, develop desert-crossing projects like Tour Taklamakan Car Rally in the Taklamakan, as well as some routes featuring ethnic culture, like Qiandao Lake in Desert, journey to Kerian and so on. Besides, utilize tourism resources of the Kunlun Mountain, develop tours themed natural heritage and jade finding. The last is to develop cultural heritages and ruins. At present, Niya’s Relics is a historical and cultural spot; the ruins of ancient Loulan City are important to study the history and culture of “Silk Road”, and ecological changes of inner Asia. With a history of over 2000 years, the Kashgar old town is the only labyrinth city block characterized by Islamic culture in China.

In recent years, the traffic in Hotan area has been bound to great changes, unchoking the “artery” of the tourism industry. It’s necessary to seize this opportunity to promote tourism development. Firstly, construct the railway ring in the Tarim Basin to connect Hotan and Ruoqiang. It will effectively connect the tourism resources of south Xinjiang and facilitate transportation for tourists, and add a passage to Qinghai from Hotan. Secondly, construct desert highways in the Tarim Basin to promote desert tourism, which will drive Hotan to be a tourist hub and habitat.

III. Suggestions on the tourism development strategy in Hotan

1. Hotan should gradually transform from a transit to south Xinjiang to a tourist destination. 2. Promote the development with two wings, which means to focus on developing Heton with the support of Bazhou on the east and Kashgar on the west, and to connect Hotan, Bazhou and Kashgar. 3. According to the national development strategy, develop the ancient Silk Road, protect and develop the Kunlun Mountain as well as old towns and ruins, at the level of national projects to enhance their international reputation and influence, and try to gain national and international funding and policy support. 4. Promote the development of "three rivers, one mountain and one lake"plan, which refers to the tourism resources of the Karakash River, the Yulong Kashi River, the Keriya River, the Kunlun Mountains and the Aksechin Lake. 5. In terms of promoting the tourism market, highlight the high-end (special) tourist market and supplement with group tours. 6. With transportation as the guide, build traffic with the development of tourism, and develop special tourist trains and desert highways and stations. 7. Focus on the cultural connotations of tourism resources and provide special tours with different experience from those in north Xinjiang, such as tours themed the Kunlun Mountain legend, story in the post, the Jade Road, the ancient Silk Road, the Ruins of the Old City, and the remains of Buddhism and Taoism.

IV. Suggestions on Hotan tourism promotion

1. Jointly apply to register into the world cultural heritage list: the ancient Silk Road, Niya Site, Loulan Old City, and Kashgar Old City. 2. Construct the Kunlun Mountain National Park. 3. Conduct the tourism research and plan of “Three Rivers, One Mountain and One Lake”. 4. Promote the operation of the “Western Express” and the construction of the Taklimakan Tourist Railway, especially the construction of tourist railways in Kashi-Hotan and Hotan-Ruoqiang. 5. Conduct comprehensive planning and construction of key ethnic tourist villages, Yutian Daliyabuyi, Qiandao Lake in the desert, etc. 6. Build characteristic reception facilities, such as Taklimakan Desert Hotel (Longmen Inn) and Camp in the Taklimakan. 7. Develop red tours, such as the opening day of the post (219 National Road, Axechin Lake and border guard post). 8. Strengthen and adjust the service facilities from the government level to build a rescue system, supply system, labeling system and consulting system. 9. Establish a tourism promotion and coordination mechanism and tourism alliance among three areas of south Xinjiang which includes the government. And build a cooperation mechanism among the railway and highway departments, mutual assistance mechanism among areas offering supply for Xinjiang and a communication mechanism among the Ministry of Culture and Tourism and Ministry of Natural Environment to introduce cooperation mechanisms for market players, tourist operators and media.