Zhongning, a county in Zhongwei, Ningxia, is known for its premium goji berries and is rapidly transforming into a premier wellness tourism destination. 

"We have created an immersive experience tour featuring a goji berry exhibition hall, workshop, and a product experience area. This initiative has boosted our annual visitor numbers from a few thousand to over 40,000," said Wang Lijuan, head of the travel and shopping department at Qizitown (Ningxia) Health Industry Co. 

In recent years, Zhongning has used its scenic spots, leading enterprises, and a range of goji berry products to promote the integrated development of industry, culture, tourism, wellness, and technology. These efforts aim to establish it as an international destination for goji berry wellness tourism. 

According to Zhang Yongsheng, head of the Zhongning Goji Berry Traditional Chinese Medicine Wellness Culture Center, the county has developed unique wellness products. These include goji berry health wine, juice, face masks, lipstick, cookies, goji berry paste, goji root foot baths, and goji berry health prescriptions. These products allow more visitors to experience the unique charm of goji wellness tourism. 

Zhongning has creatively incorporated goji berry roots, stems, leaves, flowers, and fruits into over 300 dishes, launching a goji berry feast that offers visitors a delightful culinary experience. Yan Lining, head of the Zhongning culture, tourism, radio, and television bureau, said that during the 7th Goji Berry Industry Expo, which took place in Zhongning on June 21, interactive activities attracted 500,000 tourists to the county. 

The county is also planning a goji berry rural holiday village to provide visitors with comprehensive wellness vacation products.

Zhongning received 1.66 million visitors this year, an increase of 25.2 percent from the previous year. This generated a total tourism revenue of 350 million yuan ($48.34 million), up 21.32 percent year over year.