By Othuke Evroh
As I stepped into the majestic hall of the Gansu Provincial Museum, one of the repositories of ancient intangible cultural relics and archaeological sites in Lanzhou, the capital and largest city of Gansu Province, in north-western China, a mother lode of ancient wonders unfolded before me. Its stupendous architecture and domineering blend of ancient Chinese motifs and modern sleekness, seemed to rise and drift above the bustling streets of Lanzhou, motioning and gesturing on guests, including the Visiting Young Sinologists to venture into a world or should I say a realm where the ancient Silk Roads and Intangible Cultural Heritage converge with today’s China’s dazzling modernization.
It was a visit of the 25 Young Sinologists from across the globe during the September 2025 Visiting Programme for Young Sinologists hosted by the Ministry of Culture and Tourism and co-organized by China Centre of International Cultural Exchange and Tourism Promotion, Lanzhou University and other Institutions, on the theme ”World Cultural Heritage and Intangible Cultural Heritage in Gansu”.
The Gansu Provincial Museum was our first point of call and as I sauntered through the galleries, in the midst of the other 24 Sinologists and a crush of visitors that flocked this exquisite museum on a daily basis, I could not help but yield to the realization that here is a nation that is reborn and modernized, yet remains deeply rooted in its timeless cultural heritage.
Gansu Province as it were today, is more than just a cultural sanctuary. It transcends that. Gansu Province is the oasis of Intangible Cultural Heritage and by virtue of that, has become a testament to China’s rich cultural history and a shining example of how culture can drive economic growth and prosperity of a country.
Intangible cultural heritage refers to the practices, representations, expressions, knowledge, skills, as well as the instruments, objects, artefacts and cultural spaces associated therewith, that communities, groups, and in some cases, individuals recognize as part of their cultural heritage. In Gansu, Intangible cultural heritage as transmitted from generation to generation is constantly recreated by communities and groups in response to their environment, their interactions with nature, their history and provides them with a sense of identity and continuity, thus promoting respect for cultural diversity, human creativity and economic development. Sino-China under the leadership of President Xi Jinping recognizes the enormous potential of culture and tourism to boost the nation’s economy and by leveraging its rich intangible cultural heritage, China is positioning itself as a major player in the global tourism industry.
Examples of intangible cultural heritage in Gansu Province include; The Hua’er Folk Song, the Yugur Folk Songs, Chinese Shadow Puppetry, the Lanzhou Taipingg Drum, the Qingyang Paper-Cutting and the Qiqiao Festival in Xihe County, among others.
It is instructive to state that though China officially joined the United Nations Educational, Scientific and Cultural Organization(UNESCO) Convention for the Safeguarding of the intangible cultural heritage in 2004. China has remained conspicuously involved in its programmes and as such, has 44 items listed on UNESCO’s intangible cultural heritage, the most of any country, as of December, 2024. Thanks to Gansu Province. Currently, Gansu Province has about 778 provincial level intangible cultural heritage representative projects and 83 national level intangible cultural heritage representative projects, including 3 inscribed on UNESCO’s representative list of intangible cultural heritage of humanity. In the same vein, about 735 caves have been preserved in the Mogao cave. However, Only 60 caves are readily open for exhibition to the general public.
According to UNESCO, cultural and historical travel accounts for 40% of all tourism globally, with domestic tourist trips generating over $11 billion in revenue during the 2024 New Year’s holiday. The nexus between culture and tourism cannot be overemphasised. And when rightly harnessed, can become another goldmine. To the People’s Republic of Chinese, intangible cultural heritage is not just low hanging fruits, it is the real future.
Currently, China’s cultural tourism strategy is multifaceted. While the governments at all levels are investing in intangible cultural heritage through the state and public-private partnerships in infrastructural development, promoting cultural events and showcasing its rich heritage by advancing different initiatives, the industry itself is driven by the Chinese populace through the mass participation of the Chinese citizenry in the culture and tourism industry. In addition to this, China has displayed an unreserved commitment to preserving its rich cultural heritage sites such as the Maijishan Grottoes, the Mogao Caves, its ancient burial sites including the Wei and Jin mural tombs, the Jiayuguan Pass, the Bingling Temple Grottoes, the Singing Sand Dunes and Crescent Moon Spring, which are not only significant intangible cultural treasures but also major tourist attractions.
China is also hosting various cultural events, including festivals and exhibitions to promote its intangible cultural heritage and attract tourists from different parts of the globe just as it is safeguarding its intangible cultural heritage.
In conclusion, as the People’s Republic of China continues to invest in its cultural tourism industry to enable it compete with countries like Spain, France, Japan, Italy, Malaysia and the the United States that have effectively harnessed the economic benefits of culture and tourism, one basic thing that is certain is that culture will continue to play an increasingly indispensable role in driving economic prosperity now and in decades to come. By leveraging its rich intangible cultural heritage, China is positioning itself and creating new opportunities for cultural exchanges and economic growth in the near future. Therefore, it goes without saying that the Chinese modernization is not a rejection of its ancient cultural past, but a triumphant reinvention and celebration of its enduring legacy.
