North China's 'Highway One' boosts Yellow River tourism

In Laoniuwan village, situated at the confluence of the Great Wall and the Yellow River, China's second-longest river, a recently constructed scenic highway begins its journey southward.

The Yellow River No.1 Tourist Highway, built in 2018 by North China's Shanxi province, was designed to string together scenic spots along the Yellow River, including wetlands, waterfalls and ancient ferry ports, with the aim of boosting local tourism.

As a result of this initiative, Laoniuwan village, situated in Pianguan county in Xinzhou city, Shanxi, has transformed into a popular tourist destination today. As of mid-July, the scenic area surrounding the village had received 121,600 tourists since the beginning of this year, a surge of 78 percent compared to the same period in 2019, garnering a tourist revenue of 6.51 million yuan (about $906,950).

The village provides visitors with the opportunity to explore an ancient castle and experience the beauty of the Yellow River. Visitors can also savor delicious farm-to-table cuisine and enjoy overnight accommodations in unique cave dwellings, with a special chance to sleep on a "Kang" -- a cozy clay-and-brick stacked bed heated from within.

Almost every family in Laoniuwan runs a homestay now, and tourism has become like a "bowl of rice" for the villagers, according to Guo Shuaisheng, Party chief of the village.

In the courtyard of villager Guo Jianhua's hostel, a lively atmosphere signifies a thriving business, with over 100 tourists staying and dining at his establishment, generating a daily income of approximately 3,000 yuan.

"I was previously registered as financially disadvantaged and in need of support due to poverty. However, I was able to establish this hostel with the assistance of poverty alleviation loans. In just a few years, I have not only overcome poverty but also improved my quality of life significantly," Guo said.

Driving south along the Yellow River No.1 Tourist Highway, one arrives at Xingxian county in Lyuliang city, a "red" tourist destination featuring the revolutionary history of the region. Kang Yanhong, who works with the local scenic area, said he is particularly struck by the growing influx of self-driving tourists in recent years.

"At the beginning, we mainly received group visitors. Now the number of individual tourists is growing. Facilitated by the Yellow River No.1 Tourist Highway, more and more tourists have been drawn here, " Kang said.

Meanwhile, new forms of businesses are also emerging, thanks to the tourist influx. Since its opening in September 2022, the Zhangjiawan recreational vehicle (RV) camp located along the highway has welcomed more than 10,000 vehicles, with nearly 10 percent of them being RVs. Cyclists and motorcyclists frequently make pit stops or choose to stay overnight at this site as well.

"Wooden cabins and tents in the camp were fully reserved long before the just-concluded Mid-Autumn Festival and National Day holiday," said Li Ruixun, the person in charge of the camp.

On the Yellow River No.1 Tourist Highway, a constant flow of cars displaying non-local license plates is evident, accompanied by thriving businesses lining the highway. The local villages, once obscure and forgotten, have been revitalized and are now bustling with activities.

Guo Mingming, the camp administrator who spent his growing up years along the Yellow River and boasts years of experience in the jujube processing industry, said: "Even our local products are selling better," attributing this success to the increasing number of tourists and the improved transportation facilitated by the tourist expressway.

Yao Xiaoyun, the head of the culture and tourism department in Yonghe County, located in Linfen city, Shanxi province, where Qiankun Bay on the Yellow River is situated, has reaffirmed the commitment to the development of the tourism sector. The goal is to ensure that both communities on the river's banks reap the benefits of this industry, Yao said.