The document discusses the development of tourism in Shangri-La, Yunnan province, China. It examines the cultural, economic, social and environmental consequences of transforming Shangri-La into a major tourist destination branded after James Hilton's novel Lost Horizon. While tourism has boosted the local economy and preserved cultural traditions, it has also negatively impacted the environment, homogenized local culture, and benefited Han Chinese more than ethnic minorities. The future of Shangri-La tourism requires balancing economic growth with protecting the region's natural beauty and cultural authenticity.

1. SMD International
ence on Markets and
pment
Vietnam. January 5-8,

2. Shangri-La (Lost Horizon, James Hilton, 1933)
Idyllic and remote place
Man and nature in harmony
Solidarity among natives, Westerners and Easterners
Eternally young inhabitants with supernatural powers
Magnificent landscapes
Exotic mysticism
Shangri-La (Yunnan, China, 2009)
“Theme park” in Zhondiang county (Yunnan, China)
Brand name recognized by PRC State Council
McDonalization of the tourism (many Shangri-Las)
Costs and benefits (economic, cultural, social and
environmental) Objectives
Some benefited and some harmed

3. Small Potala Palace Song Zan Lin Monastery
Mysticism Fortunate Victory
Prayer Wheel
Spirituality
Tibetan Buddhism
Chorten (Shangri-La airport)
Wheel of life (in a hotel)
Thangkas (Shangri-La airport)

4. Fifty-six Pillars of Ethnic Unity
Yi women
Culture
Harmony
Ethnic minorities
Tibetan women weaving
Dance in the main square Homestay at Tibetan home

5. Meili Snow Mountain
Haba sacred mountain
Magnificent landscapes
Natural and
artificial
spectacles
Authenticity
Back to the nature
The “other”, the primitive Natural beauties: Baishuitai

6. C
O
N
Number of visitors S - Cultural
Shangri-La brand E - Economic
increasing 60% per Q
name U - Social
year E
N - Environmental
C
E
S
90% Han Chinese Westerners
- Do not demand luxury Romanticized paradise -
goods Untouched landscape –
- Not scared by political Lost Horizon –
instability or health issues Spiritual replenishment –
- Less seasonal tourism Deeper knowledge of –
- Entertainment the culture, minorities,
- Manipulated landscapes and Tibetan Buddhism
- Another touristic spot Interaction with natives –
related to the poem Peach
Blossom Spring

7. CULTURAL Economic
Revitalize traditions progress
Boost arts and crafts Employment
Preserve culture opportunities
Promote creativity Poverty
Restore temples and alleviation SOCIAL
monasteries Less
Intercultural understanding
dependency
Nurture feelings of common Chinese
on agriculture
national identity
Minorities get a voice to proclaim their
situation
Reinforced sense of community
among minorities and villages
Native villages and performances in theme
Visit minority villages and
parks like Kunming’s Nationalities Villages,
Tibetan family homes Shenzhen’s China Folk Culture Villages,
WESTERNERS and Hainan’s Folk Villages

8. Much of the money from tourism
do not stay local
SOCIAL
Few businesses run by locals
Unequal employment Land and food prices have risen
opportunities Many souvenirs are imported
“Cultural bubble” –no
intercultural appreciation
Shallow interaction
between tourists and
minority people CULTURAL
Change in population
distribution (increase of Stereotypical presentation of the
Han Chinese) exotic and primitive minorities
Lack of understanding of
Tibetan Buddhism
Invented traditions as part of the
ENVIRONMENTAL commercial business
Hoards of tourists: traffic, noise, Commodification of ethnicity
polution, garbage, visual impact Shangri-La: theme park or “toy
Massive hotel building town”
Infrastructures in natural settings
Endangered species

9. Temples and monasteries Restaurants
Highways Hotels
International airport Museums
Extra incomes Inequalities (gender, age)
Welfare Income unevenly distributed among
Less restrictive roles for women households
Less dependency on agriculture Tensions in the comunnities
Changes in habits and lifestyles
Cultural enrichment Lose of Buddhist principles
Ambition, desire and possessions
Entrance, picture and video fees in
Buddhist practices flourish temples and monasteries
Reconstruction of temples and An important part of the fee takings goes
monasteries to the public coffers
Tibetan Buddhism is commodified
Minorities can present themselves Idyllic harmony and unity is a myth
to the world Stereotypification of minorities
Their identities are reinforced “Turistified” ethnic performances
Invention of traditions

10. It is our hope t hat as we af f l uent
t our ist s seek t o f ind our Shangr i-La,
t he nat ives don’t l ose t heir s.
Tho che na!