The 2026 Sichuan Ganzi Mountain Culture & Tourism Festival opened on July 24 at Yuke Grassland in Daofu County, Ganzi Tibetan Autonomous Prefecture, Sichuan Province, China, running through July 26. This seventh edition of the festival features a diverse range of activities, including nomadic culture performances, intangible cultural heritage (ICH) exhibitions, and folk customs experiences, showcasing the region's unique nomadic culture alongside modern cultural tourism development. The event has attracted numerous visitors eager to experience the charm of grassland culture.
The opening ceremony transformed Yuke Grassland into a natural stage. Local herders drove cattle across the vast grasslands, carrying black yak-hair tents traditionally used by Kham pastoralists and holding urdah—traditional stone-throwing ropes used by Tibetan herders for livestock management. These scenes vividly recreated the millennia-old nomadic lifestyle of Kham communities, who have long followed seasonal migration routes in search of water and pasture. A grand procession of heavy cavalry and legendary Gesar riders followed, with riders in traditional attire galloping across the grassland, appearing valiant and heroic. A vibrant parade of ethnic costumes showcased pulu—a traditional Tibetan handwoven wool textile—alongside modern tailoring designs, highlighting the blending of ancient culture and modern fashion.
“As the scenes of nomadic migration gradually unfolded before my eyes, a long-lost yearning for a simpler pastoral life suddenly welled up within me,” said Mr. Zhang, a visitor from Beijing. “My whole family loves the grassland lifestyle in Daofu. It is something you cannot experience in the city.”
The festival features eight major events, including the opening ceremony, the Ganzi 1,000-person ICH livestream showcase, and the fashion-inspired Guozhuang gala. Additionally, grassland market activities—such as ICH workshops, local produce exhibitions, local food tasting, and music-themed leisure gatherings—offer visitors an immersive cultural experience. These activities aim to promote the region's cultural heritage while driving tourism and economic growth.
Daofu County, located in northwestern Sichuan Province, has an average summer temperature of around 24°C. The county boasts a blend of natural landscapes—including Yala Snow Mountain, Stone Forest Park, Yuke Grassland, alpine meadows, and Tianlong Lake—and cultural heritage, such as Kham traditions and the Highland Silk Road. From July 2021 to June 2026, Daofu County received a cumulative total of 10.4123 million tourists, generating nearly 11.454 billion yuan in tourism revenue. This festival is expected to further boost these numbers, highlighting the region's growing appeal as a cultural tourism destination.
For business and technology leaders, this event underscores the increasing integration of digital platforms in cultural tourism. The 1,000-person ICH livestream showcase, for instance, leverages technology to reach a global audience, potentially inspiring similar initiatives in other regions. The success of Daofu County in attracting millions of tourists demonstrates the economic impact of sustainable cultural tourism, a model that could be replicated elsewhere. As the world seeks authentic experiences, destinations like Daofu offer valuable lessons in blending tradition with modern marketing and technology.
