Sina Dingdru founded Shangri-La Bara Gedzong Tourism Development Co in 1999 to promote and preserve the beauty of his hometown.

"My hometown is sacred and beautiful. There are pagodas, snowy mountains, valleys, forests, lakes and alpine pasture. I want to introduce its beauty to the world and help the villagers get rich through developing tourism," Sina Dingdru said.

Many of the villagers are now involved with constructing scenic spots in the Bara Gedzong National Park, which has improved their income from less than 2,000 yuan ($325) to more than 30,000 yuan per year.

Now the villagers have built new houses, and bought TVs, refrigerators, ovens, computers and minivans.

Sina Dingdru has helped 14 families in Bara village move to Nalang village and Shuizhuang village on the gentle slopes of the valley.

He leased the villagers' idle land to develop ecological agriculture, and restored the old houses to their original appearance to provide visitors a Tibetan culture experience.

There is a popular saying in Nalang village: "Ask Sina Dingdru for help."

Sina Dingdru's wife, Yang Xiaoyan, works in the Diqing housing construction bureau. After graduating in 2003, she came to Bara Gedzong and met Sina Dingdru.

"He was very tall and strong. I was attracted by his masculinity."

In her eyes, Sina Dingdru is kind, responsible and manly. "Bara Gedzong is what he cares most about. He comes back home only twice or three times a month, with the rest of his time spent in Bara Gedzong. One time I didn't see him for three months," said Yang.

"Our company is trying to make the Bara Gedzong National Park a national 5A level scenic spot and also to become internationally renowned, with more than 100 million yuan comprehensive income per year," said Sina Dingdru.

Li Yingqing contributed to this story.

guoanfei@chinadaily.com.cn