The results of the 2025 Annual Innovation Cases for the Integration of Intangible Cultural Heritage and Tourism were recently announced. Shibadong Village in the Xiangxi Tujia and Miao Autonomous Prefecture in Hunan Province was shortlisted for the national top 20. The Shibadong case study, "From the Birthplace of the Concept of Targeted Poverty Alleviation to China's Exemplary Model for Empowering Intangible Cultural Heritage," is Hunan's only project to be recognized. This case stood out among 132 submissions from 30 provincial-level administrative regions across China, showcasing innovative practices in deep integration of intangible cultural heritage and tourism. The study provides a replicable model for rural revitalization and was presented as a representative case during the conference's thematic dialogue.

Located in Huayuan County in the Xiangxi Tujia and Miao Autonomous Prefecture, Shibatang Village is the place where the concept of “targeted poverty alleviation” was first put forward and the core area of the Wuling Mountain (Xiangxi) Tujia and Miao Ethnic Cultural and Ecological Protection Zone. Leveraging intangible cultural heritage resources such as Miao embroidery, Miao drum dances, and the Ganqiu Festival, the village has pioneered a development model of "intangible cultural heritage + tourism," breathing new life into traditional culture in the new era.

In Shibadong Village, visitors can enjoy authentic Miao drum dance performances, participate in lively Ganqiu Festival celebrations, experience traditional Miao embroidery, learn ancient tie-dye techniques, and savor distinctive intangible cultural heritage cuisine. A complete product chain featuring intangible cultural heritage and tourism has been established, offering product displays, immersive experiences, and hands-on workshops.

From January to September, Shibadong received 481,405 tourist trips, generating tourism revenue of 9.487 million CNY. The Miao embroidery industry has achieved an annual output value of over 20 million CNY, with embroiderers earning an annual per capita income ranging from 15,000 to 50,000 CNY.

The head of the Culture, Tourism, Radio, and Television Bureau of the Xiangxi Tujia and Miao Autonomous Prefecture noted that Shibadong has integrated traditional village landscapes, intangible cultural heritage resources, and tourism scenarios to create a cultural space where "production, daily life, and ecology" are interconnected. This transformation has shifted intangible cultural heritage from "a fading memory" to "a daily presence within the village."

Shibadong Village has been recognized as one of the "Best Tourism Villages" by the United Nations World Tourism Organization (UN Tourism) and is rated as a national 5A-level tourist attraction for its experience in intangible cultural heritage and tourism. This approach, which empowers villagers in both cultural preservation and tourism services, has been promoted on international platforms such as the United Nations and the World Bank. The Shibadong model offers a Chinese solution for global intangible cultural heritage protection and culture-tourism integration.

This article is from the Hunan Provincial Government www.enghunan.gov.cn.

Translator: Xiao Juan

Chinese source: hunan.gov.cn