The photo taken on September 3, 2009, shows a scene on the road of Fenghuang Ancient Town in China's Hunan Province. [Photo: CRIENGLISH.com]

"The events themselves are not profitable," says Xia. "We did not use any sponsors in these events. We just don't want to make these events into something commercial."

The efforts have paid off. Within only two years, the number of tourists has increased by more than 65 percent and is expected to top 1.3 million at the end of this year.

Ma Nianhua, owner of a 100-year-old local wine store, has experienced the whole course of the tourism change in Fenghuang.

"The change is quite good. After Fenghuang opened to tourists, there are far more people passing by my store. We sell more wines, and are adding more kinds. We earn more than before!" he tells a CRI reporter.

A 72-year-old folk musical instrument player surnamed Dai laughed when talking about his life after tourism heated up in Fenghuang. He says he owns an instrument store in the ancient town and is very satisfied with his current life.

But Fenghuang can do even more, and the Fenghuang Ancient Town Touring Co. has more plans for the future of the ancient town.

"Now the visitors are mainly from areas within 500 kilometers around the Fenghuang ancient town. Our goal is to make it attractive to nationwide, even worldwide, tourists," says Xia.

He points out that three are currently too many stores in the ancient town to keep the quiet, original face of Fenghuang. They are building a "new Fenghuang town" around the ancient town to channel some of the stores to this outside area. What's more, in order to increase profits, Fenghuang needs a more intensive way to produce commodities beyond just family workshops.

"We will consider controlling the number of visitors that enter the ancient town, and further upgrading the facilities to make the Fenghuang tour a more exclusive one," he adds.