Tour brings cycle of success to Qinghai(2)

The hospitality industry also benefits as clubs can recommend hotels or even family inns.

"Because we have many more guests than before, we can offer lower prices," said Tenpa Gyatso, a Tibetan owner of one of Yu's 11 partner hotels near the Heima River, a scenic spot on the south bank of the lake.

Qilian, a county in northeast Qinghai, is also a beneficiary on the tour-driven business chain.

Once virtually unknown at the Qinghai-Gansu border, Qilian has become a major attraction, with its iconic mountain forest becoming a much-appreciated backdrop for TV coverage of the tour.

More than 740,000 tourists visited the county last year, spending 165 million yuan, up from 61 million yuan in 2010 when the tour first reached Qilian.

According to Li Fayuan, general dispatcher at Qilian's long-distance bus station, the hub transports almost 600 passengers on six lines every day, up 30 percent from 2010.

At a cost of just over 1 million yuan to stage seven of the tour, the local government realizes it is money well spent.

"The media exposure, which brought the beauty of remote areas to a broader audience, contributed greatly to promoting our attractions,'' said Long Yongsheng, county magistrate of Qilian.

Based on abundant sightseeing resources, the county is planning to build hiking, camping and cycling resorts, said Ma Jinquan, a tourism official.

Sales of local specialties, such as yak yogurt, highland barley wine and Kunlun jade, have soared.

Ma Shengtong, owner of Lingyun supermarket in Guide county, where the tour's second stage ends, said the store's annual turnover is up 10 percent year-on-year.

Tianjun, with a population of 18,000 on the northwest bank of Qinghai Lake, has seen six restaurants open since last year, said Tibetan restaurant owner Tashi Tsering.

But the surge in new business has brought a few problems as well.

"When a business like bike rental emerges, the government must provide guidelines and issue related service and price standards,'' said Lin Xianpeng, sports industry professor with Beijing Sport University.

Without proper regulations, the cycle of success could hit a rocky road.