China has launched a series of Pure Yellow River-themed tourism activities at the Kanbula UNESCO Global Geopark in Qinghai Province, coinciding with China Tourism Day on May 19, Xinhua Silk Road reported on May 21.
Self-driving fleets from the nine provinces and regions along the Yellow River, representatives of intangible cultural heritage, tourism and culture companies, and visitors gathered at the geopark in Huangnan Tibetan Autonomous Prefecture in north-west China.
Kanbula covers 3,149 square kilometres and contains 176 geological relic sites. The Maixiu virgin forest covers 51.36% of the area, with rare animals, including snow leopards, spotted in the park. UNESCO added Kanbula to its Global Geoparks Network in April 2025, making it the second UNESCO global geopark in Qinghai after Mount Kunlun.
The event launched boutique travel routes for Qinghai’s Pure Yellow River tourism belt, covering the origin of the Yellow River, Kanbula’s Danxia landform, Longyang Gorge and Hehuang Valley.
Tourism promotion packages released for China Tourism Day included ticket discounts at major scenic spots across the province, cultural and tourism consumption vouchers, hotel and homestay discounts and preferential prices for cultural performances.
A local fair at the event showcased intangible cultural heritage products and agricultural specialities. Yak yoghurt made using traditional techniques has become a must-buy for visitors, with local villagers reporting rising incomes from selling traditional products as the geopark gains wider recognition.
A tourism promotional video for the Pure Yellow River tourism belt was shown during the event, covering snow-capped mountains and glaciers, Danxia landform and gorges, grasslands and wetlands, and cultural and historical sites along the Yellow River in Qinghai.
Why it matters for the trade
Kanbula’s recent UNESCO designation gives agents a new accredited nature destination to add to China itineraries beyond the established circuits. The Pure Yellow River belt spans nine provinces, pointing to a multi-stop product with distinct landscape and cultural variety. China Tourism Day promotional pricing creates a short window for operators to package discounted product, while the focus on intangible cultural heritage and local community income positions the destination well for the growing responsible-travel segment.