Herders preserve, promote heritage as they steer growth

The family can make 150,000 yuan ($22,185) from tourists during the peak travel season between May and September, joining many other ethnic households in the area where local authorities have helped spur the growth of the sector through incentives, infrastructure development and training.

Successful ventures like these mean tourism is becoming a pillar industry of the new economy of the area alongside traditional animal husbandry. The village is often cited and visited by internet celebrities and is listed as a key rural travel site by the local industry.

Similar to many other local ethnic entrepreneurs of his generation, Bahajan also expects to grow his business further by riding on increasingly important digital trends, such as promoting his home through social media, video-sharing and livestreaming platforms. His training and education in information technology also come in handy for these projects.

"My parents are getting older, so I want to do more for the family. I hope we can expand the yard and add more rooms, improve the experience for guests and attract more of them here to discover what our communities and environment have to offer," he says.

"We still raise cattle and horses, to maintain our traditional nomadic and herding practices, especially during the off-peak travel periods. We get to enjoy stable, sound development while keeping our heritage and culture alive and well."