Xinjiang's appeal reaches wider audience

A new generation of tour guides, media professionals and academics are applying their enthusiasm and new technologies to publicizing the culture and beauty of the Xinjiang Uygur autonomous region.

They are taking advantage of the many opportunities to reach a wider audience, according to experts in the field.

One such opportunity was the June 18 reopening of the Duku Highway, renowned as one of China's most picturesque routes. It is also known as the Dushanzi-Kuqa Highway.

The highway's construction, which began in 1974, presented engineering challenges that were unprecedented in the history of the nation's road-building. Complex terrain, along with landslides, mudslides and avalanches, made construction extremely difficult.

The road builders and local people along the route in Xinjiang composed hymns celebrating the harmonious relationship between military forces and civilians during the construction, officials say. The highway fully opened to traffic in 1983.Recently, after six months of closure for maintenance, it is again welcoming travelers to immerse themselves in the area's natural beauty.

Xu Yan, a tour guide at the Duku Highway Museum located in Karamay, Xinjiang, is looking forward to introducing the area to visitors from all over the country.

"The Duku Highway is a heroic route that should be remembered by more people. Through my narration, I hope to better carry forward our Red culture and heritage," Xu says.

Xu recently received a gold medal at the award ceremony of the 2023 Xinjiang Tour Guide (Docent) Competition held in Turpan on May 29, which recognized the excellence of 40 outstanding tour guides and online influencers from the region.

The competition, organized by the region's culture and tourism department, aims to elevate the expertise of cultural and tourism practitioners in the area. There were two categories — the professional group and online influencer group — that participated in the three rounds.

Throughout the competition, which spanned two months, around 630 contestants not only demonstrated their professional skills but also showcased the diverse beauty of Xinjiang, ranging from its representative landscapes to its captivating culinary culture.

According to Yu Jie, deputy director of the region's culture and tourism department, the competition aims to cultivate a diverse group of Xinjiang story promoters, communicators and interpreters to present the stories of Xinjiang from various perspectives.

Yu says that one highlight of this year's competition is that they introduced a buzzer round and a simulated tour guiding segment in the semifinals and finals.

"This not only increased the competitiveness and entertainment value of the event but also genuinely tested the tour guides' comprehensive knowledge, communication and coordination skills, including their ability to handle unexpected situations and work as a team," she says.

Yu says the region's culture and tourism department will continue to make greater efforts to enhance and optimize Xinjiang's tourism market.

"We will improve the service capabilities of tourism practitioners through activities, such as hosting lecture series and training courses. Furthermore, we will facilitate complaint services and promptly identify and resolve issues with travel-related public opinions and concerns," Yu says.

Storytelling, singing

Li Yan, a tourism specialist and instructor from Bortala Polytechnic in Xinjiang, received the prestigious Super Tour Guide award in the competition.

"As a teacher of tourism courses, I firmly believe that winning a competition is not the ultimate goal. It is my sincere commitment to share my experience with my students in the classroom, with the hope that, one day, they too will have the opportunity to shine on this very stage," Li says.

Li, 31, a graduate of Xinjiang University specializing in tourism management, has seamlessly transitioned between two professions: tour guiding and teaching.

During his second year at university, Li obtained a national intermediate tour guide certification. Following graduation, he embarked on a teaching career at Xinjiang's Kashgar Polytechnic.

After a few years of teaching, he made the decision to resign and pursue a career as a tour guide. In 2017, he achieved a national senior tour guide certification, further solidifying his expertise. Last year, he made another transition, becoming a full-time professional tourism instructor at Bortala Polytechnic.

In his final year of university study, Li undertook his longest tour as a guide, a 32-day excursion exploring both the northern and southern regions of Xinjiang. The group comprised more than 10 members, creating a memorable experience for everyone involved, he says.

Despite going through various career transitions, Li says he has remained true to his original goals. In his role as a teacher, he seamlessly incorporates his wealth of tour guide experience, which serves as a significant advantage in engaging and captivating his students.

As a testament to his teaching prowess, three of his students received first or second prizes in the Sayram Lake Cup Tour Guide Competition held in Bortala Mongolian autonomous prefecture.

This year, Li led his students to participate in the 2023 Xinjiang Vocational College Tour Guide Service Skills Competition, allowing them to deepen their understanding of the profession and further enhance their professional competence.

Li says he has noticed that competitions are an excellent way to learn and exchange ideas, as they provide opportunities to learn from other participants' presentations and gain insights from their strengths.

While participating in this year's Xinjiang Tour Guide Competition, Li also was praised for setting a great example for his students to follow. His remarkable level of commitment and preparation, reminiscent of the intensity seen in preparing for crucial exams, was noticed by other participants.

Li says that during the tour guide presentation segment, he innovatively incorporated a comedic storytelling style known as guankou, which is used in xiangsheng, or crosstalk, to deliver his tour guide narrative.

Crosstalk is a traditional and highly popular performing art in Chinese comedy. It is typically performed as a dialogue between two performers, but sometimes as a monologue by a solo performer.

"Turpan's grapes have more than 600 varieties, including seedless white, seedless red, rose fragrance, rose red …" His clear rhythm, precise pronunciation and seamless delivery in crosstalk-style narration left both the spectators and judges pleasantly surprised.

During the competition's talent showcase, Li performed a folk song from Xinjiang. "Maybe my singing wasn't particularly professional, but I wanted to create a good atmosphere and let the audience feel the joyous ambience," he says. "Through these Xinjiang songs, I aim to deepen visitors' understanding of Xinjiang's culture and art. Many lyrics also reflect the beauty of Xinjiang."

His extensive preparations and profound cultural knowledge, combined with his exceptional overall qualities, set him apart from the competition, observers noted. His outstanding performance earned him the coveted titles of Super Tour Guide and also the Best Interpreter.

Li says that a remarkable tour guide is not solely dedicated to their expertise; they also prioritize the satisfaction of their guests, so that they go the extra mile to deliver exceptional customer service, foster meaningful connections with travelers and create a lasting, positive impression.

"Sometimes, it is necessary to be humorous and evoke the emotions of the guests," Li adds.

"There are eight words on our tour guide certificate, 'Travelers are the priority, service is the foundation', and I firmly believe that providing exceptional service is crucial in the field of guiding," Li says.

A tour guide must possess a comprehensive skill set that extends beyond leading tours and providing explanations, he says.

"It involves having a solid knowledge base and the ability to engage with travelers through various means. By developing additional abilities and incorporating interactive elements into tours, guides can create a well-rounded and engaging experience for guests," he says.

Online presence

Li Yang, 34, an online communicator, was awarded the esteemed title of Gold Medal Ambassador in the online influencer group. She is known by her Douyin ID, Zhaosu Li Yang, combining her Xinjiang hometown's name with her own.

Over the years, Li Yang has leveraged social media platforms to promote and showcase the scenic beauty, delicious cuisine and unique local products of her hometown, Zhaosu. Through livestreaming and short videos, she has garnered a following of over 300,000 fans.

"I may not be a tour guide, but I have a passion for travel," Li Yang says. "I never expected to have the opportunity to participate in the tour guide competition and win an award. I'm thrilled about it. In the future, I will continue to livestream and promote the tourism attractions, culinary delights and other aspects of Xinjiang."

Previously, Li Yang worked in investment planning and property management before switching to individually produced content.

She says that she was inspired by He Jiaolong, the former deputy head of Zhaosu county, to do livestreaming.

He Jiaolong became a social media celebrity after she posted a video of herself galloping on a horse across a stunning grassland covered with snow while dressed in a red cloak and a white fur. After that breakout moment, she continued to recommend Zhaosu's tourism and sell local products through social media.

In 2021, He was promoted to deputy head of the Ili Kazakh autonomous prefecture culture and tourism bureau in Xinjiang. But she also sowed a seed for continued promotion of Zhaosu.

"Before leaving, He established a media platform called One Hundred Anchors Praise Zhaosu, which has attracted people in Zhaosu who love their hometown and enjoy making short videos, and I joined the platform," Li Yang recalls.

"At the time, I knew nothing about livestreaming. She would occasionally take us along when she went out for livestreaming or video shoots. We would be by her side, listening and learning," Li Yang says.

Starting in March 2021, Li Yang started to do livestreaming sessions on Zhaosu, on topics ranging from scenic spots to local products and delicacies. Since then, she has continued to livestream for three hours a day, gradually building a fan base.

The pace has taken a toll. Her voice, which used to be quite crisp, can be hoarse at times. However, she says, the experience she gained helped her achieve good results in the competition.

"Unlike professional tour guides, we who work as individual online producers to introduce scenic spots share more of our own feelings and feedback when visiting places, and we can answer questions from the online audience," Li Yang says.

"I love travel and I'll continue to promote Zhaosu as well as the whole of Xinjiang," she says.