The Sandu Shui Autonomous County, the only Shui ethnic autonomous county in China, is leveraging its unique cultural heritage to integrate tradition with modernity, sports with cultural tourism, and preservation with development. This approach aims to create a sustainable path where culture, industry, and public benefits converge, as stated by Zeng Wei, Party Secretary of Sandu County, at a press conference held by the Guizhou Provincial Government Information Office on November 26.
Known as the "equestrian nation," the Shui people have celebrated their traditional Duan Festival with horse racing for over a thousand years. In recent years, Sandu has actively explored a "culture + sports + industry" model, revitalizing the Western China Horse Racing City and establishing the "Guizhou Village Horse Racing" brand. This initiative has gained widespread popularity, using horse racing as a catalyst to transform the local tourism industry.
Since 2023, Sandu has hosted 124 "Guizhou Village Horse Racing" events, attracting over 1,600 riders nationwide and welcoming more than 16 million tourists. The tourism sector has generated 15.2 billion yuan (RMB) in revenue, with online engagement exceeding 1.6 billion views. The industry has also boosted local livelihoods, creating jobs for over 30,000 people in equestrian-related fields such as horse training, veterinary services, and traditional Shui embroidery, increasing annual per capita income by 3,000 yuan.
Sandu has further stimulated its economy through "event-driven growth," promoting horse breeding with a current stock of 4,200 horses. The county has diversified its offerings with equestrian performances, Shui embroidery workshops, and educational tourism, establishing three research bases. It has also introduced innovative services like "horse supermarkets" and "horse buses," alongside over 200 cultural products such as Shui embroidery apparel, "Guizhou Village Horse Racing" coffee, and collectible blind boxes, generating 50 million yuan in sales. Additionally, the county has trained more than 500 professionals, including jockeys and veterinarians, through its newly established riding school.
To expand its reach, Sandu has promoted "Guizhou Village Horse Racing" in cities like Shanghai, Inner Mongolia, and Hainan, while partnering with the China Horse Industry Association and Xilinhot City. The county has also curated themed travel routes, such as "Shui Culture Exploration and Village Horse Racing Festivities," integrating them into Qiannan Prefecture's premium tourism circuits and collaborating with events like "Village GT" and Quanfeng races.
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