Years of dedication to conserving the ecological environment and bolstering tourism at the celebrated Yulong Snow Mountain scenic area of southwest China's Yunnan Province have yielded fruitful results.

The city of Lijiang, where the snow-capped mountain is located, recorded over 33 million tourist visits in the first half of this year alone, according to official data.

As summer vacation started, a growing number of tourists are flocking to the city to escape the heat, given its average summertime temperature of around 20 degrees Celsius.

Data showed that from late June to early July, the scenic area saw over half a million tourist visits, averaging about 24,000 visitors per day.

Tourists are provided with a prime photo opportunity when dressed in traditional ethnic attire when meandering through the ancient town of Baisha, steeped in the rich cultural tapestry of the Naxi people.

The exquisite embroidery, bronze craftsmanship, and other artisan products displayed along the cobblestone streets offer a glimpse into the enduring traditions of this historical locale.

For city-dwellers typically burdened by the demands of daily work, sipping on a cup of Yunnan coffee at a cozy cafe while indulging in a moment of leisure is an experience not to be missed.

All these attractions have become a popular social media trend, which in turn attract more visitors.

"Baisha ancient town here is quite bustling with a lot of tourists and lively shops along the street. The environment is very good, and the overall atmosphere and living conditions are comfortable and pleasant," said Huang Qijuan, a tourist from Hunan Province in central China.

Back to 1993 when the provincial government greenlit the commercial operation of the scenic spot, the snow mountain had suffered ecological damage to some extent, due to overzealous tourism development.

As the local authorities took notice of the issue, they implemented stringent tourism protocols and tightened oversight, thereby calling for a dual approach to developing both tourism and agriculture.

Thanks to the environmental conservation efforts, a balance between preservation and development has been steadily achieved, enabling the villagers to achieve prosperity through sustainable practices.

The ancient town is home to 200-plus inns, restaurants and shops, which has greatly spurred the local economy.

"Taking yesterday, all rooms were booked. Now it's summer vacation, we've already received a flood of online bookings. I think the changes in the past two years, [to be specific,] those driven by tourism, are particularly remarkable," said Yang Yang who runs an inn.

The town of Baisha is one of the scores of towns nestled at the foot of the Yulong Snow Mountain dedicated to environmental protection and tourism development.