New model

In recent years, Alshaa has introduced a series of cultural and tourism-related activities, thus promoting the "tourism + festival" model. This not only meets the increasingly diversified needs of tourists but also integrates local Alshaa culture with tourism, opening new avenues for local residents to increase their incomes.

Li Lei, who oversees the off-road rally activities and belongs to the Mongolian ethnic group, employs more than 80 drivers and tour guides in Alshaa Left Banner, and organizes tourism-related off-road activities for visitors.

"All the drivers love the sport, and we often involve them in some public service activities as well, including collecting garbage and planting trees, so the tourists better understand the desert ecology and the importance of environmental protection," Li said.

Li started his business in 2016 and has become especially busy since the withdrawal of the COVID-19 prevention and control measures, which helped reopen the tourism market. Driving in the desert, including the Badain Jaran Desert, is now a major attraction for tourists. "Driving in the desert is not easy, as a lot of factors, including the weather, car condition, landscape and tires, have to be taken into consideration. We also have to make sure first aid and emergency rescue services are available at all times," he said.

The desert-driving enthusiasts are mostly from big cities. Many of them travel to Alshaa and other similar places to "de-stress" themselves by learning more about nature and environmental protection through on-field activities, Li said.

Many of Li's clients and guests came to know about Alshaa because of the ALXA Festival.

"We pay special attention to maintaining a good reputation. That's why we decide on the services we offer after weighing all the pros and cons," Li said. "The unique Mongolian culture and customs and local people's hospitality, too, are special attractions of Alshaa."

Li added: "We are dedicated to improving the quality of our services. As long as we do our job well, we will attract tourists to the desert. Good wine needs no bush. Yet we can still do a lot more to realize the full tourism potential of our hometown."

Alshaa has opened 38 desert routes to enhance the tourists' driving experience. Each route has its own attributes. As such, tourists can enjoy the Danxia and Yadan landforms, the Gobi Desert, the grasslands, lakes, canyons, the natural shuttle forest and other geological features and the magnificent sceneries that are unique to Alshaa.