World 'Shangri-La' tourism festival kicks off in Yunnan's Diqing prefecture

The fourth World "Shangri-La" Cultural Tourism Festival kicked off recently in Diqing Tibetan autonomous prefecture, Yunnan province, drawing numerous visitors from around the globe.

A female tourist from Belgium said that she was amazed by the beautiful nature, friendly people, and lovely food in Shangri-La.

This year's festival features a series of cultural performances, region-wide travel services built around distinctive intellectual property brands, and coordinated industry efforts aimed at boosting local incomes. Local authorities say the goal is to ensure that residents from all ethnic groups benefit directly from the growth in the cultural and tourism sector.

The festival ran its main celebration from Aug 21 to 23, with additional activities extending into September. Events planned for the autumn and winter seasons will continue through the year's end.