Folk melodies showcasing traditional art in tune with tourism

In 2013, she was named an inheritor of Hua'er, becoming the youngest inheritor of the intangible cultural heritage at the regional level at the time.

To actively promote Hua'er, platforms and audiences are essential, Sa says, adding that Hua'er and tourism make the perfect combination and their synergy can boost the incomes of tourist sites and expand the influence of Hua'er.

Efforts have been made in this regard and many music festivals were held at tourist sites across Ningxia during this year's May Day holiday.

"We chose a performance arena close to the display and sales areas of local commodities and snacks, which better connects folk culture and consumption," says Zhang Yingqing, director of the tourism department in the county of Tongxin in Ningxia.

According to Zhang, a three-day event held in Tongxin during the holiday gained popularity among tourists and locals, attracting more than 10,000 people in a single night.

Hua'er has also been integrated into music dramas, operas and dance dramas. For example, in Shanhaiqing, an opera adapted from a famous Chinese anti-poverty TV series, Hua'er plays an important role.

"Infused with modern elements, the traditional art of Hua'er can cater to the evolving tastes of listeners," says Sa. "Art should not only be inherited but also innovated."

According to Zhang, a Hua'er stage play based on local revolutionary stories will be performed in a local 4A-level scenic spot. "We really hope the traditional art can help boost the popularity of local tourism," he says.