Today, many movie fans are still obsessed with the fascinating world depicted in 2010's blockbuster hit Avatar. The little-known secret is that the world of Avatar does exist, and it is in China.

Hallelujah Mountain, a floating island on the planet of Pandora, is based on the shape of the mountains in Zhangjiajie, Hunan Province of China.

The fantastic landscape there is appreciated not only by famed director James Cameron, but also by hundreds of millions travelers from home and abroad. According to statistics, during October's national holiday week, Hunan accommodated over 7 million visitors, an increase of 22.81 percent over the same period last year.   

How does Hunan attract so many tourists? Apart from beautiful scenic views, the province situated to the south of Yangtze River has its own secrets to boom its tourism industry.  

Wonderful nature

According to a staff member in Zhangjiajie, its tour season runs from March to October. During this period, visitors line up for a cable car ride to appreciate the beauty of the mountains from high.

Most of the regions in Hunan are located to the south of China's famous freshwater lake, Dongting Lake. The location endows Hunan with a beautiful landscape described as a "large-scale bonsai" and "miniature paradise," which attracts a large number of domestic and foreign tourists every year.

Li Dan, staff at Hunan Tourism Bureau, told ChinAfrica that the tourism industry boom should be attributed to Zhangjiajie's rise to international fame. In actuality, before the movie Avatar came out, the successful performance of an aircraft crossing the Tianmen Cave had already directed the world's attention toward the unique mountainous landscape here.

"The twists and turns of roads also attract a lot of extreme sports fans," Li explained, "In July 2012, a French stuntman slid down the dangerous roads of Tianmen Mountain in a roller suit, which greatly increased the Zhangjiajie's international reputation."

Besides mountains, waters in Hunan are also famous. Water in Donghu Lake is as renowned as that of Lake Geneva; it is safe to drink even before purification. In addition, rafting in Mengdong River is popular among tourists favoring adventure experiences.

TOURIST MAGNET: Zhangjiajie offers visitors many attractions, from night strolls, to local instruments and ethnic festivals

Rich culture

A similar landscape may be found outside Hunan, but the rich ethnic culture here is peerless. Populated by Chinese ethnic minority groups of Miao and Tujia, Hunan houses many different cultures, traditions and arts.

Cultures in Hunan also share roots with cultures in some other parts of the world. For example, Fox Spirit in Tianmen, a famous traditional drama in Zhangjiajie, is very popular with Korean tourists. The staff explained that this is because there is a similar legend of the Nine-Tailed Fox in Korea, so they can easily understand the Chinese culture surrounding the fox fairy. 

Apart from foreign tourists, Hunan is also a favored destination for travelers from Hong Kong, Macao and Taiwan. Cheng Yu-Shya is the director of the Taiwan Tour Guide Association. After this trip to Hunan with her members, she wanted to know more about the area to better introduce her family's homeland to her friends in Taiwan.

"Both my father and father-in-law were born in Hunan," she said, "For me, the culture and customs here are unfamiliar, but they make me feel close. I come back to visit relatives every year, and each time I can find new changes here. Soon the Zhangjiajie Airport will be put into use, which will further promote the development of local tourism industry. And I also hope that it can help to promote the exchanges between the mainland and Taiwan." 

In recent years, fashionable Chinese youngsters have become excited about old townscapes dating back thousands of years. Among all, Fenghuang is one of their favorites. In the sun, people crowd in the streets, perusing traditional silver jewelry in the shops and marvelous works by old craftsmen along the street. When night falls, the bars along the wandering river are lit with neon as music plays in the background. Like all the other old townscapes dotting China, the African djembe is also popular in Fenghuang. From time to time, the deep and powerful sound that belongs to Africa can be heard in instrument stores in this ancient Chinese town. 

To further enhance the charm, the local government emphasizes the importance of integrating tourism and culture. Performance appreciation during travel becomes a new trend in order to enrich visitors' night life and increase tourist consumption.