CRI听力:World Heritage Status Boosts Local Tourism in SW China

During public holidays, China's scenic spots flood with domestic tourists. And the country's World Heritage sites are always on top of their list.

Danxia landform in southwestern China's Guizhou province has become the newest site to join the prestigious club.

Let's find out how the World Heritage seal is affecting tourism at Danxia.

The Danxia rock formations in Chishui have become the newest natural jewel on China's World Heritage crown this summer.

Attracting around two million tourists annually, the city of Chishui in southwestern China depends on tourism as one of its economic backbones.

Mu Rongkun, a senior official in Chishui, sets the projected number of tourists at 5 million a year by 2015.

"We are not solely in pursuit of large numbers of tourists. What we hope is that visitors from around the world can come here to learn more about the Danxia landform and the value of World Natural Heritage, because we share the resources."

The official also pledges that ticket fares to the city's tourist attractions, which haven't been raised for the past five years, will still remain at their current levels.

It is widely believed that mention of the magic words "World Heritage Site" in guidebooks can send visitor numbers rocketing, especially in China.

However, when asked whether the World Heritage status serves as an incentive, tourists in the Danxia scenic spot say it isn't a must.

"I didn't know it was on the list. The landscape here is really unique and beautiful. I would regret missing such spectacular scenery."

"I know it is a World Heritage site, but the fame of a scenic spot isn't a decisive matter for me to choose whether to visit. Maybe for someone it is important. But for me, I just go to visit the beautiful sceneries regardless of whether they are on the list."

According to tourist agencies, tour bookings for the new Heritage site haven't seen a significant hike in the Mid-Autumn Festival and the upcoming National Day holiday.

Though the short term gains are still limited, insiders are optimistic about the prospects in the long term.

Mou Kun at Guizhou Shanshui International Tourist Agency cites the example of Libo, another tourist destination in Guizhou, which was added to the World Heritage List three years ago.

"From 2002 to 2006, there weren't many tourists. After it received the World Heritage stamp, it saw a significant rise of in the number of tourists in less than a year. In the case of our agency, we saw a hike of 40-50% in tourists to Libo."

To boost local tourism, Chishui has carried out a series of promotion campaigns, including one at the Shanghai World Expo.

As the Danxia rock formation's fame grows, one can expect an influx of tourists to the site and a boost to local economy in the foreseeable future; handling the pressure brought on by tourist hordes will be a great challenge.