The Tibetan Jikayi Village in Sichuan, China, earns global recognition for sustainable development, ecological conservation, and living cultural heritage
Jikayi Village in Danba County, Garzê Prefecture, Sichuan Province, has been officially designated as a “Best Tourism Village” by United Nations Tourism on October 17, 2025. Nestled within the Moerduo Mountain Provincial Nature Reserve and bordering the World Natural Heritage Site “Habitat of the Giant Panda,” this mountain village stands as a living embodiment of Eastern philosophy—where humans and nature coexist in balance.
The village’s commitment to ecological protection and cultural preservation has transformed it into a model for sustainable tourism. Leveraging its pristine environment and reputation as a “natural oxygen bar,” Jikayi Village has developed a “Forest+” educational tourism program that has welcomed over 330,000 visitors from 20 countries between January and September 2025, generating 364 million RMB in tourism revenue. In 2024, local residents achieved a per capita disposable income of 34,000 RMB, demonstrating how “green mountains and clear waters are as valuable as mountains of gold and silver.”
Under Garzê Prefecture’s “all-domains and all-industries” strategy, Jikayi Village has diversified its tourism economy beyond the peak seasons through a vibrant calendar of year-round activities—from spring flower-viewing to summer retreats, autumn festivals, and winter sunbathing. This innovation has boosted winter visitation from less than 10% to 22%, while B&B occupancy rates now exceed 30% even in the colder months. Today, over 90% of the village’s 92 households are engaged in tourism-related enterprises, with locals becoming B&B owners, live-streaming hosts, and cultural storytellers of their own heritage.
As a cradle of the Jiarong Tibetan and Dongnü cultures, Jikayi Village continues to safeguard national and provincial intangible cultural heritages, including Tibetan tower architecture, folk singing, black pottery making, and Jiarong embroidery. Through an “intangible heritage + culture and tourism” model, visitors can experience these living traditions firsthand—whether crafting pottery, learning embroidery, or joining immersive experiences like “A Day in the Life of the Dongnü Queen,” which blends storytelling, culture, and participation.
Even local products such as pepper coffee, infused with the region’s ecological and cultural essence, have found their way into domestic and international markets—symbolizing how Jikayi’s cultural roots are blossoming into global appeal.
At a glance:
- Awarded UN Tourism “Best Tourism Village 2025”
- 330,000+ visitors from 20 countries (Jan–Sep 2025)
- 364 million RMB in tourism revenue
- 22% increase in winter tourism share
- 90% of households engaged in tourism
- Highlights: Jiarong architecture, Dongnü culture, black pottery, Jiarong embroidery, and immersive cultural tourism
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