A view of Subei county. [Photo/Website of China Jiuquan]

Winter in Subei county, Jiuquan, is a time of snow-covered Qilian Mountains and frozen river surfaces, creating a striking landscape that attracts visitors from across China.

Over the past five years from 2021 to 2025, Subei received 3.65 million visits and generated 2.88 billion yuan ($437 million) in revenue. The county has received national recognition for its ecological and leisure tourism, reflecting its shift toward standardized and high-quality tourism services.

Key projects have strengthened the local tourism infrastructure. The county opened Gansu province's largest county-level center for the protection of traditional culture, with an investment of 16.7 million yuan.

Cultural experiences are central to Subei's tourism strategy. The Subei Snow Mountain Mongolian cultural ecological area allows visitors to experience traditional music, instruments, and local customs. This approach blends heritage preservation with tourism, encouraging innovation while maintaining authenticity.

From a remote border county to a growing tourist destination, Subei demonstrates how ecological and cultural resources can drive local development. Residents benefit from new economic opportunities, while the county's tourism strategy sets a model for sustainable, high-quality cultural and tourism integration.