Mr. Wu, a self-driving tourist from Chengdu, was deeply struck by the breathtaking scenes in a short video, so he head to DengqenCounty, Qamdo City, as the "ultimate destination" of this trip. Standing on the viewing platform of the Zizhu Scenic Area, he saw the crimson mountains rolling in layers, with the vast wilderness stretching toward the continuous snow-capped peaks. All the tiredness of the journey instantly turned into amazement.

"It is barely modified, retaining its original, pure mystery. Now the road is well-built, and vehicles can drive straight up. I must introduce this place to all my friends," Mr. Wu said, his words full of admiration.

In the past, DengqenCounty was nothing more than a passing stop on the Northern Sichuan-XizangRoute, where travelers only caught a fleeting glimpse before leaving. Today, this small highland town is leveraging the in-depth integration of agriculture, culture and tourism to turn its thousand-year cultural heritage into powerful momentum for rural revitalization.

There are many seekers like Mr. Wu. In 2025, 368,000 tourists visited here, generating a tourism revenue of 72.208 million yuan, which bears witness to the appeal of this pure land. Echoing the Zizhu Scenic Area are the blue waters of Butuo Lake and the white peaks of Bujia Snow Mountain, strung together by National Highway 317 into a "Necklace of Eastern Xizang's Secret Realms", jointly outlining the most breathtaking poetic lines of the earth.

The booming tourism has warmed the hearts of local residents. In Xiexiong Township, the story of villager Norbu is a vivid testimony.

Nine years ago, Norbu was just a delivery driver at a planting base. Now he has become a technical instructor, earning nearly 7,000 yuan a month working with his wife in the agriculture-culture-tourism greenhouse right at their doorstep. "With more tourists, our fruits and vegetables sell out easily, and we also let visitors pick produce themselves. Our life is just like the vegetables in the greenhouse, growing fresher and more vibrant with each new harvest," Norbu said, his honest smile brimming with the joy brought by rural tourism.

Xiexiong Township revitalized 200 mu of idle land to build an agriculture-culture-tourism complex integrating greenhouse picking, outdoor camping and a characteristic market. It encourages tourists to spend during their experiences, directly driving 300 households to achieve stable income growth. In 2025, the village collective economic revenue reached 1.71 million yuan.

The influx of a large number of tourists has also effectively promoted the quality upgrading of local service industries.

Qi Yuqing, themanager of Minshan Kangba Hotel in DengqenCounty, told the reporter: "As the popularity of scenic spots along National Highway 317 rises, the hotel occupancy rate has been steadily increasing. We have upgraded our accommodation and catering facilities, wholeheartedly serve tourists from all over the country, and give priority to hiring local farmers and herdsmen to help them increase their income. We make sure visitors to Dengqenenjoy a comfortable stay, and local employees have a strong sense of fulfillment in their work."

From the thousand-year echoes atop the cliff peaks to the modern symphony of idyllic pastoral life, DengqenCounty is not just focused on the present. Empowering rural revitalization through cultural and tourism development is a long term practice that requires both patience and wisdom.

Source: XizangDaily

Reporter: Wan Hui

Translator: Peng Qing, Zhi Xinghua

Reviewer: Hu Rongguo, Drakpa Wangchen