Sustainable Development in PingYao Ancient City
Strategically situated between Beijing and Xian, and close to the military towns of Datong and
Taiyuan, Pingyao was a place of robust trade in Ancient China. After a quiet economic period
in the past century and a half, Pingyao is once again ready for development. Pingyao’s
historic character and robust architectural beauty has been retained during a relentless
period of urban transformation and growth in China, and is well-positioned as a destination
that will help visitors to understand everyday life and commerce during the Ming and Qing
dynasties.
The increase in domestic and international cultural tourism, the Olympic torch coming
through the city, and the push by the Chinese government to development the West, are all
positive factors working Pingyao’s favor. However, while much has been done, there is still
much to be done in order to make this a successful, and sustainable, tourist destination.
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| Above: Ping Yao Ancient City is one of the last remaining intact examples of traditional Qing Dynasty architecture,
designated a UNESCO World Heritage site in 1997. Open sewers, collapsing walls, and over 4,000 traditional Qing
dwellings are in danger of deterioration and loss. |
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| Above: 2007 GHF Mission Participants from U.S. Park Service, UNESCO Guatemala,
Historic City of Quebec, Canada and GHF Executive Director. |
Efforts towards prosperity and sustainability in Pingyao fall under three categories:
1. Continually Adding Attractions, Performances and Visitation Facilities
2. Marketing, Increasing Visibility and Awareness
3. Long-term Sustainability and Development
Currently, there are both short and long-term efforts to increase the prosperity and the
welfare of the local residents.
1. Upgrading Attractions, Performances and Visitation Facilities
Pingyao is estimate to receive up to 800,000 per year, yet the average duration of stay is
very short, about 2.5 hours, and a significant amount of visitation is around two major
holidays, New Year’s and Golden Week. The majority of tourists, especially domestic
tourists, buy tickets to enter the Ancient City, which allows them to see a number of
famous sites such as the Rishengcheng Bank, the Old Magistrate’s Court, Armed Escort,
Confucius Temples and other attractions. Tourists are likely to eat lunch, walk along the
main road, and then leave for another destination. With the increase of attractions, the
opportunity to increase both the number of visitors and the duration of each stay is
considerable.
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| Above: One of the few authentically restored courtyards in PingYao provides a glimpse of the
possibilities for the ancient town. |
Developing More Attractions. Global Heritage Fund is sponsoring the conservation of
residences that are of historical significance and which have high visibility. However, the
current number of attractions is very limited. In addition to GHF’s efforts to conserve
residences, more attractions are being added to the tourist route, such as Mao’s
Compound. Yet, there are a myriad of residences and temples waiting to tell their
stories. Also, there are currently sales for lacquerware and other local products such as
cotton shoes and artistically cut paper, but many more opportunities to attract tourists.
Developing Performances and Living Arts. As part of Pingyao’s development and
Olympic efforts, many local residents are currently being trained for live performances
and living arts. Mr. Ji Taiping, Director of the Bureau of Urban Planning, had the vision of
launching the Pingyao Opera Company, which first performed at the Pingyao Theatre on
May 1, 2007. Pingyao Theatre has beautiful and traditional Chinese tables for patrons,
and two side screens for subtitles, but the rest rooms, souvenir and snacks facilities all
need still need substantial improvement. Nevertheless, these types of programs go a long
way in developing local performing talent. As part of the Olympic effort, there will be
many other activities, such as drawing, writing, and other living arts and handicrafts that
are being practiced, developed and rediscovered.
An interesting idea is to leverage Pingyao’s place in history, and bring a world-class
performance series to the Pingyao area that takes advantage of the local setting. See
Appendix B. Qiao Compound. These world-class performances would ultimately draws
tourists to extend their stay in the Ancient City, if successful, would draw much attention
to Pingyao and leave a positive and lasting impact even after such the Olympics.
Corporations, foundations and individuals could have the opportunity to sponsor the
performances, with some of the proceeds to seed the arts and conservation.
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| Above: Locally-made lacquerware and other crafts are popular with visitors to PingYao. |
Improving Visitor Facilities. In many ways, the facilities of the Pingyao Theatre and
Opera Company, and the visitor center are illustrative of the efforts and progress at
Pingyao. While there is a lot of local initiative, the need for outside help is important.
Signage, fluent English-speakers at the attractions, and accessibly to Pingyao’s rich stories
of the past are a major problem facing the city. For foreigners visiting Pingyao, a lack of
basic background information, reservations, and accessibility of the sites, particularly
without a tour guide, are all significant problems. Given the limited language skills in
town, recorded tours of the entire may be an interesting option as well as a short-term
solution. Many local tour guides and shop owners do not yet have great English skills, and
signage in English is for the most part, non-existent or awkward.
2. Marketing, Increasing Visibility and Awareness
Pingyao will undoubtedly benefit from the tourism, both domestic and foreign. After
improving the product in performances and facilities, Pingyao needs support to greatly
increase its marketing to the high-end client, especially with regard to events,
conferences and cultural travel.
Increase Marketing. Pingyao would benefit greatly from increased exposure and solid
marketing. While there may be good resources for Chinese speakers, for the non-Chinese
speaking visitors, the hurdles are formidable. Nevertheless, Pingyao not only has a
prominent place in history, as well as many other positive factors in its favor. After the
Olympics it will take only three hours to travel between Beijing and nearby Taiyuan on
high speed rail, and then another 108km on bus from Taiyuan to Pingyao. Currently, the
only major international event in Pingyao is the International Photography Festival, but
much more can be done to market this city as a beautiful venue for festivals and as a
stimulating venue for conferences.
Harnessing the Olympic Moment.
Pingyao will benefit greatly from the Olympic spotlight, with the torch passing through
Pingyao on July 8 and 9, 2008. This would be an ideal time to hold a number of key
performances and events for all of the Olympic and corporate sponsors their guests, and
give them a view of Pingyao and its place in China’s history. In the past, Pingyao has
hosted Jiang Zimen and other senior Chinese officials, as well as foreign heads of state.
The passing torch is a fleeting moment, but other Olympic events and performances could
draw increased attention and awareness and brand Pingyao to the world.
3. Long-Term Sustainable Development and Livability
To keep the current residents in the Ancient City, there must be a long-term development
plan that supports increased living standards, which will require significant funds for
public infrastructure and private commercial and residential development.
Improving Public Infrastructure. The World Bank is interested in ensuring that the
Ancient City is livable, and current residents are interested in staying within the historic
district to maintain the living culture. To keep the residents in the Ancient City, not only
must businesses in the historic district be robust, but the infrastructure must match the
standards of the new part of Pingyao and surrounding cities. The local government has
made significant progress in some of these services such as water and power, but much
more needs to be done. Where streets have been repaved and utilities provided, many of
the local residents have been proven to be entrepreneurial in rehabilitating residences
and shops.
Attracting Private Investment. In addition to basic infrastructure that can be provided
by governments and development banks, private monies in the form or commercial and
residential development is needed. The challenge is to bring in developers while
maintaining the original characteristics of the Ancient City. This requires developers and
architectures to have both a sense of history and a sense of the modernity. Thus far,
Pingyao’s the Director of Bureau of Urban Planning, Mr. Ji Taiping, and the rest of the
Pingyao government has done a tremendous job of keeping the city’s original
characteristics intact. |
