Riding high MUKESH MOHANAN/CHINA DAILY

Cai Meng, vice-chairman of the Beijing Turf and Equestrian Association and founder of a horse culture museum, said riding competitions and events such as endurance races can be adapted to more local and ethnic practices that take into account indigenous horse breeds and geography.

"From riders to audiences, we must bring the sport closer to local communities so that they enjoy and benefit more from it," said Cai, who is also a veteran sports anchor for state broadcaster CCTV.

"In terms of horse cultural tourism, we're now presented with one of the best growth opportunities for our sector," said Huang Liangji, head of equine industry development at the Ministry of Agriculture and Rural Affairs. "The public and private sector, local communities, must work together to provide safe, healthy and quality services and experiences."

"We're rolling out our own cultural tourism best practices, including facilities, training and services, to build on all this and fully tap our equestrian strengths," said Qi Xiaoye, equestrian association head in the Inner Mongolia autonomous region of North China.

Looking ahead

In an industry development plan, Inner Mongolia's Hulunbuir city authorities alone are targeting at least 58 major horse-related tourism sites that will altogether draw 23.54 million visitors a year.

In Northwest China's Xinjiang Uygur autonomous region, another area boasting rich equestrian resources, efforts are gearing up in a comprehensive developmental approach, covering horse breeding, hosting of top competitions and upgrading of local sustainable tourism capabilities.

Regional authorities plan to attract over 30,000 people to join riding clubs over the next decade, while equestrian competition organizers are eyeing to host up to two international and six national-level events annually in the next three years, as well as more than 30 local ethnic horse-racing events a year.

"Our community highly values our horse industry and heritage and we're looking to considerable growth in the coming years," said Muratbek Tuliugey, who heads the horse industry office in northern Xinjiang's Altay area, of the Ili Kazak autonomous prefecture.

"We are also expanding the popularity of equestrianism among the general public, through the innovation and integration of horse-themed events and activities," Wu Gangfang said. "This is especially so for the quality education of Chinese youth, to help promote their physical and overall well-being."

In a major effort to tap the latest trends and further attract the younger generation, a digital cultural and creative research and development initiative involving leading equestrian groups in the public and private sectors was launched in May.

The digitalization project aims to leverage equestrian heritage, practices and other ethnic resources to develop and promote digital cultural and creative products.

Collaborations cover those with Beijing Sunshine International Art Museum, which is set to share its prized Han Dynasty series of war horse exhibits under founder Li Guangming, as well as entries from wide-ranging photography exhibitions under the Zhongyun horse industry group and cultural exhibition spaces in Inner Mongolia ethnic horse-racing venues.

"It is precisely because equestrian culture offers such a wealth of themes traversing multifaceted fields, a complete industrial chain, mature consumer traditions and interactive recreational potential that it should actively digitize horse cultural resources," Wu Gangfang said, adding this would help meet "global trends in the digital era".

alexishooi@chinadaily.com.cn