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    Huaihua’s ASEAN Fair fuels a cultural tourism boom, transforming a wasteland into a new landmark

    2025-09-18 18:00Source:http://www.huaihua.gov.cn/

     Huaihua’s ASEAN Fair fuels a cultural tourism boom, transforming a wasteland into a new landmark—

    “I could never have imagined it,” a 68-year-old Party branch secretary exclaimed.

    On the morning of September 13, the ASEAN Fair block was bustling with activity. 

    “Look at the streets filled with Southeast Asian-style buildings and the tourists coming and going. Hard to imagine this was once a wasteland.” Liang Hengyou, 68, former Party branch secretary of Ligongwan Village in Hexi Subdistrict, Hecheng District, exclaimed as he stood on the street. “I could never have imagined it!” 

    As a native, Liang Hengyou witnessed the dramatic transformation of this region from a sleepy village to a popular tourist destination. From 1996 to 2000, when Liang served as the Party branch secretary of the village, this region was just a patchwork of vegetable fields and tea-oil plantations. “The transportation was inadequate. Villagers relied on ferryboats to get around and worked from dawn to dusk to pick vegetables and go to the fair.” 

    The seeds of change were first sown in the development of Huaihua International Land Port. With the opening of the Lugang Bridge as well as the building of the bag & suitcase industrial park and the logistics park, the groundwork for regional development was laid. 

    “Before the Lugang Bridge was built, the roads here were narrow and often damaged, with few streetlights and inadequate infrastructure,” said Liang Hengyou. “After the Lugang Bridge was launched, even though buildings were built, this region was still deserted, and few people would come there.” 

    The real transformation stemmed from the ASEAN Fair project planned by CPC Huaihua Municipal Committee and the People’s Government of Huaihua City. As the preparation for the Fifth Hunan Tourism Development Conference started, this region seemed to have pressed the “acceleration button”. The Lugang Bridge is ablaze with lights, the roads have been widened and smoothed, greening facilities and streetlights are in place, and environmental sanitation has improved significantly. “The lives of the people have been truly improved,” Liang Hengyou said with great gratification. 

    Before the official opening of the conference, the ASEAN Fair has already made a splash. The event offers float parades, Muay Thai performances, and authentic local cuisine. With a variety of activities and shops, it has become a popular photo spot with a beguiling Southeast Asian flavor, attracting countless tourists every day. 

    A staff member at Kafe Willow Sungai told the editor that the cafe records an average daily turnover of over RMB3,000 during trial operations. It is still buzzing at midnight. 

    “The ASEAN Fair is very popular these days! At night, it is full of visitors, and the surrounding night market and shops are booming. It has really boosted the economy!” Liang Hengyou said excitedly. 

    According to Xie Peng, Director of the Hexi Subdistrict Office, the ASEAN Fair region was once a “dead end” in the subdistrict. It was connected to neither Zhongfang nor Zhijiang, with no paved roads, no prospects. At present, the riverside scenic belt is connected to the ASEAN Fair, and the entire region has been revitalized. “The whole Hexi Subdistrict has come alive.” 

    It is learned that with the popularity of cultural tourism projects such as the ASEAN Fair and the Wuxi Intangible Cultural Heritage Park, scenic spots within Hexi Subdistrict have received an increasing number of visitors, with the number of average daily visitors increasing by more than three times compared to before. 

    The initiative of “developing the city through conventions” has not only fueled a cultural tourism boom, but also brought tangible benefits to the people. 

    The night market has been regulated. The stalls, once scattered along the roadside, have been relocated to designated areas along the riverside scenic belt and in the North and South Squares by relevant authorities of Hexi Subdistrict and Huaihua International Land Port Economic Development Zone, which fuels a rise in nighttime consumption. 

    The night market offers convenient access to vegetables. Hexi Subdistrict has set up convenient service points that offer residents vegetables. Ms Li, a vendor, smiled and said, “I can earn a few hundred yuan more each month.” 

    The living environment has greatly improved. The construction of the relocation residential compound, after a shutdown period, has been gradually completed. At present, 70% of the residents are decorating their homes. Transportation, environment, and leisure facilities have been comprehensively upgraded. 

    Local employment benefits people’s livelihoods. Notably, the ASEAN Fair, the bag & suitcase industrial park, and the Huaihuaxi Marshalling Station have created nearly 300 jobs in Hexi Subdistrict. 

    The value of villagers’ assets has surged. “Previously, villagers had to wait a long time to rent their homes, with low rents. With the development of the ASEAN Fair, this region has come to life. Housing is in great demand, and rents have increased significantly,” said Liang Hengyou. 

    These changes represent not only good practices of urban renewal, but also a vivid example of implementing the initiative of “benefiting the people through conventions”. It profoundly demonstrates that “developing the city through conventions” isn’t just about pursuing temporary excitement. By leveraging the driving force of major conventions and exhibitions, festivals, or cultural projects, Huaihua seeks to systematically reshape regional functions, unlock industrial potential, improve the living environment, and truly deliver the benefits of development to the people. 

    Through such projects as the ASEAN Fair, Tianwen Island, and Yushu Bay, Huaihua has leveraged the tourist boom to unlock the potential for future development. The city not only enhances its cultural tourism brand, but also brings jobs, income streams, and convenience to its residents, thereby achieving both social and economic benefits. 

    Furthermore, while promoting project construction, Huaihua has focused on establishing long-term mechanisms. The city has designated areas for regulated operation and organized volunteer security services, to ensure sustainable popularity and long-term benefits for the people. This development model, centered on people’s wellbeing, leveraging cultural tourism as a vehicle, and supported by governance, has not only boosted the popularity of the scenic spots but also improved people’s wellbeing. 

    As dusk falls, a gentle breeze caresses the Wushui River, and the Lugang Bridge sparkles with lights. The words, “Welcome to Huaihua”, rise before eyes. At the ASEAN Fair, people stroll along the riverbank and enjoy the night view, laughing and talking. This is more than just a prologue to a grand event; it represents the renewal of a city and the wellbeing of its people. 

    Liang Hengyou often comes here for a walk with his family. “What a wonderful place. Our life here is getting better and better,” he said. This is the best reward in the implementation of the initiative of “developing the city, invigorating the industry, and benefiting the people through conventions”. 

    (Translated by Professor Yu Jie)