Jiuzhaigou County in Aba Tibetan and Qiang Autonomous Prefecture: Boutique Homestays Empower and Enhance Rural Revitalization

The interior of the "Jiuzhai Yunshang" Boutique Homestay. Photo courtesy of Jiuzhaigou County Media Convergence Center.

"Jiuzhai Yunshang" Boutique Homestay. Photo courtesy of Jiuzhaigou County Media Convergence Center.

In early November, the "Jiuzhai Yunshang" boutique homestay project in Shangsi Village was officially completed and launched. Rows of newly built houses are arranged in an orderly yet varied layout, where wood and stone, mountains and water, tradition and modernity blend and coexist, radiating boundless vitality and charm.

These high-end Tibetan-style homestays mark the "debut" of seasoned cultural tourism enterprises from Qionglai City, introduced through the paired assistance team’s efforts to address the gap in the boutique homestay industry, in line with the development of Zhangzha Town as an internationally appealing eco-township.

Li Zhongyan, the head of Qionglai Youmeitang Cultural Tourism Investment Co., Ltd., traversed more than twenty villages in Zhangzha Town from the research phase to the project’s implementation, ultimately selecting Shangsi Village at an altitude of 2,800 meters. "The living conditions were poor, but the surrounding environment offered first-class scenery. With the introduction of cultural tourism, we are confident that this beautiful landscape can become a resource for villagers to prosper."

The location is less than 10 kilometers from the Jiuzhaigou scenic area, and while there are many homestays and inns nearby, the idea of building a high-end homestay on the mountain left the villagers deeply uncertain.

"The initial lease agreement is for 15 years, with an annual rent of 40,000 yuan paid to the villagers. Additionally, one member from each household can work at the hotel, and 5% of the annual revenue will be returned to the village collective economy. We will first develop a model home, and if anyone is unsatisfied, they can withdraw at any time." The favorable terms and the project company’s sincerity in explaining the conditions door-to-door eventually convinced the villagers, and the contracts were successfully signed.

"Our goal is to make the project a model for the integrated development of the local cultural tourism industry and a platform for incubating boutique homestays. The initial plan was to invest around 10 million yuan, but to achieve the desired results, we increased the investment later. Combined with last year’s 4.4 million yuan in assistance funds from Qionglai, the total investment has exceeded 30 million yuan," Li Zhongyan explained. "By renting villagers’ houses and the scattered plots around them, along with collective economic dividends, we enable local farmers to directly participate in rural tourism and achieve prosperity and income growth."

It is reported that the company has leased six residential buildings, transforming them into eight high-end suites, while also renovating and upgrading the surrounding facilities. The project was personally designed by Mr. Guo Yiting, a seasoned architect and graduate of the Architecture Department of Tongji University, and has been honored with the 2022 American MUSE Design Gold Award.

Modern facilities such as 270-degree panoramic floor-to-ceiling Windows, whole-house floor heating, and soft water purification systems are all available. Tibetan cuisine, Tibetan tea, Tibetan hot spring baths, and Tibetan cultural activities are all available. The popular scenic overpass, pyramid Guozhuang, and Gesang Flower check-in spots are all so charming that people won't want to leave.

Modern amenities such as 270-degree panoramic floor-to-ceiling windows, whole-house underfloor heating, and soft water purification systems are fully equipped. Tibetan cuisine, tea culture, Tibetan-style baths, and cultural activities are all available, while attractions like the internet-famous landscape skybridge, pyramid-style bonfire areas, and Gesang flower photo spots leave visitors lingering in admiration...

"In our practice of promoting rural revitalization, we adhere to the cooperative and mutually beneficial development model of 'company + village collective + farmers.' We are committed to advancing the transformation of rural tourism formats, upgrading services, and fostering shared development. While achieving 'enhanced rural beauty and increased farmers' income,' we provide reference and demonstration for local residents in creating their own homestays by cultivating premium formats, offering refined services, and creating a sophisticated lifestyle. This has significantly boosted local confidence in building their hometown and developing tourism," Li Zhongyan explained. He added that the company will further develop peripheral products tailored to its target audience, creating high-quality, emotionally resonant lifestyle experiences centered around "gazing at mountains and snow, listening to the wind and admiring flowers, and returning to nature." Simultaneously, by fostering formats such as Tibetan handicraft workshops and Thangka centers, the company aims to promote the sales of local agricultural products and cultural creative goods, further strengthening the collective economy and increasing the economic income of local Tibetan residents.

"This house belongs to my family. If I hadn’t been coming by regularly to check on the progress, I wouldn’t even recognize it—it’s absolutely stunning, beyond my wildest dreams," said Bai Long, his face beaming with astonishment as he looked at his decades-old home transformed into a boutique homestay. "Now, our family earns about twenty to thirty thousand yuan a year from work. In the future, with an additional forty thousand yuan in rent and my wife planning to work here too, our annual income will approach one hundred thousand yuan. Life is surely going to get better and better."

It is reported that Jiuzhaigou County also plans to use "Jiuzhai Yunshang" as an industry benchmark to incubate more 5G smart boutique homestay ventures, guiding the development of a tourism layout akin to Moganshan in Jiuzhaigou. (Luo Pan)