Dawu official breaks stereotype to promote tourism

An astronaut exploring a rocky landscape, an emperor drinking liquor at his royal dwelling, a painter bringing his vivid imagination to life and a legendary hero protecting his people — one man juggling all these roles in a short video has taken the internet by storm.

The three-minute video, titled Who Am I?, has turned Gyaltsan Dorje into an overnight online sensation as the director of Dawu bureau of culture, radio, television and tourism uses an unconventional method to promote tourism in his county in Garze Tibetan autonomous prefecture, Sichuan province.

The video, which is part of a provincial project to promote tourism and economy and captures the quintessence of Dawu's rustic charm, was released on Wednesday and garnered more than 1 million views on Sina Weibo by Sunday.

The unique method of acquainting people with the diverse landscape of Dawu, coupled with Gyaltsan Dorje's dark skin, bushy whiskers and piercing eyes, struck a chord with netizens. The rugged beauty of the grey stone forests of Moshi Park, the splendor of Tibetan dwellings and traditional costumes, the intricate thangka paintings and the scenic swaths of Yuke Grassland are among the highlights he shares in the video. A scene at Longdeng Plateau, where Tibetan legend King Gesar once camped, brings the video to its climax.

"There's a wild beauty to it (the video)," a netizen commented on Weibo. Another user said, "I watched the video 10 times in two days." A third wrote, "It's creative, and every scene has a meaning."

Gyaltsan Dorje said he is surprised that the video received so much attention.

"It is not because of me though, it is because Dawu is indeed a charming place. I hope more people learn about our county through this video."

The tourism bureau director said he enjoyed playing an astronaut the most.

"People said the way I walked in a spacesuit was more amusing than dancing. Well, who would not enjoy such a magnificent landscape? I felt so relaxed and happy," he said.

He added that tourists visiting Dawu can not only enjoy the county's remarkable landscape and rich culture, but also take part in entertainment activities such as renting a spacesuit to take photographs at Moshi Park.

It took Gyaltsan Dorje and his colleagues two months to complete the video because heavy snow and wind chill often posed hurdles for shooting.

"It's a pity that winter is not the most beautiful season for some attractions. We hope tourists can see more with their own eyes."

Dawu received 1.85 million tourist visits in 2022, with the total tourism revenue reaching 2.08 billion yuan ($305 million), according to data from the county.

It has nine 5A-rated scenic areas — China's highest-ranked tourist attractions — including a geological park, snowcapped mountain, grasslands, valleys, springs and Tibetan-style dwellings. It has been called the "City of Chinese Tibetan Dwellings Art" and was rated one of China's top 10 camping areas by Chinese National Geography magazine.

"After a harsh winter aggravated by COVID-19 outbreaks, the tourism sector needs to warm up and then gain momentum. We will continue to promote tourism and improve our services to draw more people," Gyaltsan Dorje said.

In recent years, Chinese grassroots officials have appeared in top searches for short videos, as they continue to break stereotypes.

Gyaltsan Dorje, who is now busy making another short video, said, "It is the duty of tourism bureau directors to promote their hometowns in every possible way."

chenmeiling@chinadaily.com.cn