Yunnan tourism flourishes under 'ideal life' campaign

A place to linger

The phrase "an ideal life, called Yunnan" has sparked online discussions, garnering over 26 billion views.

The general response has been positive, with some netizens saying the province is a travel destination that not only captivates visitors, but is also ideal for those seeking authentic living and communion with nature.

In recent years, Yunnan has prioritized upgrades of its tourism products and service models.

Dali, for instance, has hosted over 5,000 destination weddings, while Lijiang facilitated over 200,000 travel photography sessions in the past year.

With rural long-stay tourism the strategic focus, the province has implemented preferential policies — notably comprehensive renovation programs for idle village homes — and is actively promoting this sector, especially for international visitors.

Moswen, a 55-year-old from the United States, has lived in China for over 16 years. For 11 of those years he has made his home in Lijiang. Embracing Chinese culture, he has found family, friendship, and career fulfillment, describing Lijiang as giving him a "sense of belonging".

His journey began in 2008 when he moved to Kunming with his family to study Chinese. In 2013, he was invited by a friend to visit Lijiang.

Moswen discovered the climate has a striking resemblance to Washington State, where cold winters and cool summers are perfect for cherry cultivation. This inspired him to establish an agricultural company. He initially grew cherries and apples before specializing in rootstocks and scion seedlings used in plant grafting, which he now supplies across Yunnan.

"We have forged deep friendships here," he said.

Seven years ago, he met a villager surnamed Wei, from the Naxi ethnicity, who today serves as the company's full-time manager. The two work and dine together every day as colleagues who not only trust, but also like each other.

Every Chinese New Year's Eve, Moswen's family joins Wei's household for Spring Festival celebrations.

Moswen's four children have all grown up in China.

"I find Western food too heavy, and Yunnan's rice noodles and fried rice are my favorites," said his youngest daughter Lily.