The First China Intangible Cultural Heritage Week Danzhai Was Launched

On October 18th, China Intangible Cultural Heritage Week Danzhai kicked off in Danzhai Wanda Village. Attendees of the opening ceremony included Luo Shugang, Deputy Director of Committee on Culture, History and Studies of the National Committee of the Chinese People's Political Consultative Conference (CPPCC); Wang Xiaofeng, Member of the leading Party members’ Group of the Ministry of Culture and Tourism, and Chairman of the China Intangible Cultural Heritage Protection Association; Lu Yongzheng, Member of the Standing Committee of the Guizhou Provincial Party Committee and head of Guizhou Provincial Publicity Department; Zhang Guangqi, Vice Chairman of Guizhou Provincial CPPCC; Duan Qiang, Chairman of the World Tourism Alliance (WTA) and Chairman of China Tourism Association; Yao Jun, Chairman of China Tourist Attractions Association (CTAA), and Qi Jie, President of Wanda Group.

Luo Shugang, Deputy Director of Committee on Culture, History and Studies of the National Committee of the Chinese People's Political Consultative Conference (CPPCC)

Wang Xiaofeng, Member of the leading Party members’ Group of the Ministry of Culture and Tourism, and Chairman of the China Intangible Cultural Heritage Protection Association

Lu Yongzheng, Member of the Standing Committee of the Guizhou Provincial Party Committee and head of Guizhou Provincial Publicity Department 

Qi Jie, President of Wanda Group

Duan Qiang, Chairman of the World Tourism Alliance (WTA) and Chairman of China Tourism Association

Yao Jun, Chairman of China Tourist Attractions Association (CTAA)

Luo Qiang, Deputy Party Secretary and Governor of Qiandongnan Miao and Dong Autonomous Prefecture, Guizhou Province

China Intangible Cultural Heritage Week Danzhai is organized with the guidance from  Intangible Cultural Heritage Department and Resource Development Department of the Ministry of Culture and Tourism, directed by China Intangible Cultural Heritage Protection Association, Guizhou Provincial Department of Culture and Tourism, Qiandongnan Prefecture People’s Government, China Tourism Association, and China Tourist Attractions Association, and hosted by the Danzhai County People's Government and Wanda Group. The week-long event aims to promote the protection and inheritance of intangible cultural heritage in China, bringing more intangible cultural heritage to tourist attractions, and enabling in-depth integration of intangible cultural heritage into tourism.

A Feast of Intangible Cultural Heritage in Danzhai Wanda Village

During the 9-day period from October 17th to 25th, China Intangible Cultural Heritage Week Danzhai presents a feast of intangible cultural heritage in Danzhai Wanda Village. There are national-level conferences, forums and award ceremonies such as National Forum on Integrated Development of Intangible Cultural Heritage and Tourism, the unveiling ceremony of China’s top intangible cultural heritage itineraries, and awards ceremony of National Creative Competition on Intangible Cultural Heritage-inspired Products.

There are also experiential activities such as the traditional handicraft exhibitions， "Intangible Cultural Heritage Post Stations" showcasing representative intangible cultural heritage projects of Guizhou, traditional opera and other types of performances by local ethnic groups of the province, exhibitions on Miao and Dong medical cultures, and Long Table Banquet of Chixin Festival. These events and activities have attracted tourists from all over China to Danzhai Wanda Village.

The Qiandongnan Prefecture Tourism Development Conference is also held during the week. China Intangible Cultural Heritage Week Danzhai has become an important platform for inheritance and development of China's intangible cultural heritage, exhibition and trading of intangible cultural heritage products, and integrated development of intangible cultural heritage and tourism.

Forum on Integrated Development of Intangible Cultural Heritage and Tourism

The National Forum on Integrated Development of Intangible Cultural Heritage and Tourism held on October 18th was attended by nearly 300 delegates from the Ministry of Culture and Tourism, Guizhou Province, China Intangible Cultural Heritage Protection Association, and experts from tourism industry and research institutions. Wei Xiao'an, Chief Expert of World Tourism Cities Federation, Liu Shijun, Secretary General of WTA, Wu Bihu, Director of Tourism Research and Planning Center of Peking University, and Xiao Fang, Professor of Beijing Normal University delivered keynote speeches and shared insights on integrated development of intangible cultural heritage and tourism.

Participants agreed that promotion of integrated development of intangible cultural heritage and tourism not only will bring tourism’s potential into full play, but also promote the protection, inheritance, development and prosperity of intangible cultural heritage. At the same time, it can inject high-quality cultural content into the tourism industry, and provide strong impetus to high-quality development of the industry as a whole.

Unveiling National Itineraries Featuring China's Intangible Cultural Heritage

During China Intangible Cultural Heritage Week Danzhai, the selection results of national itineraries featuring China's intangible cultural heritage were officially unveiled. The event was directed by the Intangible Cultural Heritage Department of the Ministry of Culture and Tourism. China Tourism News organized expert penal for strict review of candidate itineraries. Among the more than 160 applications submitted from all over China, 12 stood out, including the Beijing City Axis Intangible Cultural Heritage Tour, Charming Shandong Intangible Cultural Heritage Tour, and Anhui Intangible Cultural Heritage Research & Study Tour. These itineraries have become great examples for integrated development of intangible cultural heritage and tourism.

Danzhai Has Achieved Remarkable Results in Poverty Alleviation

Danzhai, known for its rich intangible cultural heritage, boasts 7 national level, 24 provincial level, and more than 100 prefecture and county-level intangible cultural heritage. Danzhai Wanda Village, as the core project of Wanda Group's targeted poverty alleviation work in Danzhai, is an exemplary model of in-depth integration of intangible cultural heritage and tourism.

Heavy emphasis on local intangible cultural heritage is the theme and characteristics of Danzhai Wanda Village. The buildings of the Village reflect cultures of Miao and Dong ethnic groups. Intangible cultural heritage related products and experiences account for over 70% of the business operations in the Village. State-recognized inheritors of intangible cultural heritage from Danzhai County are invited to open showcase stores in the Village. Themed activities featuring intangible cultural heritage are held on weekly basis. Over the past three years since it opened, Danzhai Wanda Village has become a well-known tourist destination in China for intangible cultural heritage tours, receiving more than 19 million visits, generating more than 12 billion yuan in tourism revenue for the county, and driving the development of 20 sectors and 50 sub-sectors in Danzhai. The poverty alleviation projects of Wanda have raised income of 58,800 Danzhai locals, helping the county leave poverty two years ahead of schedule. Danzhai Wanda Village has also become a model for social poverty alleviation and tourism-driven poverty alleviation in China.

Following the success of the Danzhai Forum on Social Poverty Alleviation, China Intangible Cultural Heritage Week Danzhai is not only an important venue to promote the achievements of intangible cultural heritage protection and to facilitate the protection and inheritance of intangible cultural heritage, but also a strong move to promote the development of tourism in Danzhai, further help poverty alleviation, and achieve prosperity in local villages.