Professionals deploy passion, skills and technology to tell story of starkly beautiful, fascinating region, Li Yingxue reports.
A new generation of tour guides, media professionals and academics are applying their enthusiasm and new technologies to publicizing the culture and beauty of the Xinjiang Uygur autonomous region.
They are taking advantage of the many opportunities to reach a wider audience, according to experts in the field.
One such opportunity was the June 18 reopening of the Duku Highway, renowned as one of China's most picturesque routes. It is also known as the Dushanzi-Kuqa Highway.
The highway's construction, which began in 1974, presented engineering challenges that were unprecedented in the history of the nation's road-building. Complex terrain, along with landslides, mudslides and avalanches, made construction extremely difficult.
The road builders and local people along the route in Xinjiang composed hymns celebrating the harmonious relationship between military forces and civilians during the construction, officials say. The highway fully opened to traffic in 1983.Recently, after six months of closure for maintenance, it is again welcoming travelers to immerse themselves in the area's natural beauty.
Duku Highway, one of China's most picturesque routes, reopened in Northwest China's Xinjiang last month. CHINA DAILY
Xu Yan, a tour guide at the Duku Highway Museum located in Karamay, Xinjiang, is looking forward to introducing the area to visitors from all over the country.
"The Duku Highway is a heroic route that should be remembered by more people. Through my narration, I hope to better carry forward our Red culture and heritage," Xu says.
Xu recently received a gold medal at the award ceremony of the 2023 Xinjiang Tour Guide (Docent) Competition held in Turpan on May 29, which recognized the excellence of 40 outstanding tour guides and online influencers from the region.
The competition, organized by the region's culture and tourism department, aims to elevate the expertise of cultural and tourism practitioners in the area. There were two categories — the professional group and online influencer group — that participated in the three rounds.
Throughout the competition, which spanned two months, around 630 contestants not only demonstrated their professional skills but also showcased the diverse beauty of Xinjiang, ranging from its representative landscapes to its captivating culinary culture.
According to Yu Jie, deputy director of the region's culture and tourism department, the competition aims to cultivate a diverse group of Xinjiang story promoters, communicators and interpreters to present the stories of Xinjiang from various perspectives.
Yu says that one highlight of this year's competition is that they introduced a buzzer round and a simulated tour guiding segment in the semifinals and finals.
"This not only increased the competitiveness and entertainment value of the event but also genuinely tested the tour guides' comprehensive knowledge, communication and coordination skills, including their ability to handle unexpected situations and work as a team," she says.
Yu says the region's culture and tourism department will continue to make greater efforts to enhance and optimize Xinjiang's tourism market.
"We will improve the service capabilities of tourism practitioners through activities, such as hosting lecture series and training courses. Furthermore, we will facilitate complaint services and promptly identify and resolve issues with travel-related public opinions and concerns," Yu says.
