Yunnan Province in southwest China has many claims to fame. Aside from the cloud-piercing mountains, enchanting lakes and dramatic waterfalls that have been linked to the mythical paradise of Shangri La, the region produces pu'er, one of the world's most prized teas, and is home to the largest number of ethnic groups in the country.

Little wonder then that Yunnan is one of China's most popular tourist destinations. And a recent deal with the central government is set to raise the region's profile even higher.

Officials from Yunnan Province arrived in Beijing last week to formally sign an agreement with the government that will see the province of 45 million people, which borders Vietnam, Laos and Myanmar, profit significantly from a major cash injection designed to boost its tourism sector.

The deal, which was officially announced in Beijing's plush Crown Plaza Sun Palace Hotel on May 27, will see the Chinese government pump an unspecified amount of cash into Yunnan's economy. In a speech during the event, Yunnan's Deputy Provincial Governor Liu Ping explained some of the key objectives of the plan. These include promoting cooperation with neighboring countries, improving the standard of living for those in outlying villages as well as larger towns, and protecting the unique ecology of the region.

Through these initiatives, Yunnan authorities expect a total of 200 million visits to the province by 2015, generating a total of 130 billion yuan (approximately US$19 billion). In 2008 there were just over 100 million visits to the region, bringing over 70 billion yuan into the economy.

Yunnan's development is part of a greater push by the Chinese government to promote tourism across the country, which will eventually see similar initiatives made with other provinces in the years ahead. China is currently the fourth most popular country in the world in terms of tourist arrivals, welcoming 49.9 million visitors in 2006, and generating US$33.9 billion, according to latest available figures from the World Tourism Association.

(CRIENGLISH.com June 1, 2009)