The valley echoed with applause, laughter and cheers as dance, song and traditional opera were greeted with an appreciation that echoed across the hills.

The scene was in Tsechogling village in Lhasa, the site of a recent major tourism and culture expo in the capital of the Tibet autonomous region.

The First China Tibet International Tourism and Culture Expo, called Sacred Place on Earth, Heavenly Land in Tibet, opened on Sept 25. For three days it showcased the attractions of the breathtaking plateau scenery and its unique culture.

Activities held during the expo included various traditional dances such as the ralpa and dro, songs, and operas, including the ever-popular musical Wencheng Princess. The China Tibet Tourism and Culture Forum, a key part of the expo, discussed major issues facing the sector amid exhibitions of Tibetan culture and tourism products.

During his opening address for the expo, Minister of Culture Cai Wu stressed the importance of culture and tourism working in harmony.

"Culture is the soul of tourism, and tourism, at its best, supports culture," Cai said. "Together tourism and culture are the driving forces of economic development, and Tibet has superior resources and industries that can take advantage of this.

"I believe that through joint efforts by the Ministry of Culture, the China National Tourism Administration, and the government of the Tibet autonomous region, this expo will surely evolve into an event of global significance with its own unique brand and style," he said.

The forum drew 200 participants from all walks of life, including many from overseas, as well as officials, experts and professionals working in the sector.

Du Jiang, deputy director of the China National Tourism Administration, said at the forum that the expo provided a perfect platform for Tibet to showcase its splendor.

"Tibet is a shining pearl of tourism in China, and this expo has built a key bridge for Tibet to showcase its distinctive natural scenery, ethnic customs and geographical culture," he said.

"This expo is a stage for Tibet to exchange and cooperate on tourism matters with other mainland provinces and with people from overseas," Du said. "It will play an important role in accelerating the opening up of Tibet's tourism, will boost the economy, and develop the society of regions inhabited by ethnic groups."

Losang Gyaltsan, chairman of the regional government, said that the development of tourism and culture in Tibet is facing a historical opportunity with the excellent support of the central government and with the boost given to domestic tourism with infrastructure improvement.

While tourism is vitally important to Tibet, ecological conservation is also a priority, he said.

Mario Hardy, the chief operations officer of the Pacific Asia Travel Association, agreed.

"You have got such a great culture here; it is very important you maintain it, as that is a major reason why people want to come to visit," he said. "Make sure you train the people who work in tourism, which is really a key factor because there is so much demand."

Tibet welcomed 12.91 million domestic and overseas tourists last year, up 22 percent from the previous year, according to the Tibet Tourism Bureau.

The influx of tourists brought 16.51 billion yuan ($2.68 billion) in revenue to the region in 2013, an increase of 30.6 percent year on year, accounting for 20.45 percent of the region's GDP.

(China Daily USA 10/10/2014 page5)