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Banking on authenticity

By Guo Rui and Erik Nilsson (China Daily)
Updated: 2009-11-12 10:35

Wudangshan, or Wudang Mountain, is seeking to take its already lofty travel industry to greater heights.

The UNESCO World Heritage site, celebrated as the birthplace of Taoism and of an indigenous variety of kungfu, recently unveiled a new tourism plan to conjure new allure and entice more visitors.

While the sacred spot is already "China's name card", according to Wudangshan Tourism Special Area deputy secretary Ke Yunyong, wider exposure is needed to expand its reputation and become an international travel destination.

The most important selling point for Wudangshan is "perpetuating the spirit of its culture", says Shu Fan, from the marketing department, adding the key to maintaining "experience tourism" is preserving the area's authenticity, especially its natural and folk elements.

Ke believes ancient architecture adds zest to Wudangshan's cultural appeal.

"There are more than 40,000 traditional buildings in Wudangshan. If a local baby lived in a different one every day from the time he was born, he would be about 50 by the time he had stayed in all of them," Ke says, smiling.

He also points out the mountain is located within the same latitude - around the 30-degree northern parallel - as many other mystical places, such as Egypt's Great Pyramids.

Getting more day-trippers to stay overnight is another challenge tourism authorities must rise to, Shu says.

She believes they should use a three-tier approach to appeal to different age groups.

Slower-paced, high-quality "gray-haired" packages should be developed for senior citizens, while "relatively relaxed" itineraries should be organized for middle-aged visitors. Packages for youth should be presented as "hip and fashionable", she says.

Another addition is "green tourism", where traveling is done by bike or on foot.

Wudangshan will also forge relationships with international tour groups and overseas organizations and send kungfu performers abroad.

"When people from around the world see these kungfu shows, they will know what Wudangshan is," Ke says.

Director of Hubei's provincial tourism bureau Zhang Dahua says Wudangshan will stage a concert in Vienna's iconic Golden Hall. The mountain's tourism zone will also host an international kungfu competition next year.

Wudangshan's working committee secretary, Li Faping, says the travel industry's growth will improve residents' lives.

"The people in the area have already benefited greatly from tourism," Li says.

About 90 percent of residents work in the field, he adds.

"It's very profitable for them, and their incomes will continue growing with the industry."