IFBA’s Discovery Tourism Journey to Youyang
The “Light of Hidden Vistas, Glow Towards YOU” Southeast Asia Spring Photography Expedition
April 8–13, 2025 | A Southeast Asian cultural and photography exchange in Chongqing, China
In the spring of 2025, a captivating photography tour unfolded in the awe-inspiring county of Youyang, Chongqing. This marked the inaugural “Light of Hidden Vistas, Glow Towards YOU” Southeast Asia Spring Photography Expedition — a journey not just through breathtaking landscapes but into the very heart of Chinese cultural heritage. Taking place from April 8–13, the event brought together passionate photographers from across Southeast Asia, with participants hailing from Singapore, Malaysia, and beyond.
Beyond a Photography Tour
More than a photography tour, this event served as a cultural bridge, bringing together artists, storytellers, and visionaries to explore, connect, and capture Youyang’s layered beauty. Surrounded by ancient towns, rolling highlands, and blossoming springtime vistas, the journey invited participants to engage with nature and heritage in their most expressive forms.
Among the distinguished IFBA representatives attending were President Cheong Hai Poh, IFBA London President Roy Sommer, Treasurer Derrick Lee, and other key figures from the association. They were joined by participants, all of whom were united by a shared passion for cultural exploration, storytelling, and photography.
A Glimpse into Youyang’s Timeless Beauty
The county of Youyang, located in Chongqing, is known for its rich natural beauty and deep cultural heritage. This hidden gem of China was the perfect canvas for the photographers who journeyed to its historic sites, expansive grasslands, and ancient towns. For six days, the group explored a range of stunning locations that provided both photographic inspiration and cultural immersion.
Taohuayuan: The Dreamlike Utopia
One of the first stops was Taohuayuan, a place steeped in classical Chinese poetry and often referred to as a “Utopian Dream.” Here, peach blossoms framed winding stone paths, their delicate petals drifting on the wind, creating a landscape that felt both timeless and dreamlike. This ethereal setting invited photographers to not only capture the visual beauty but to interpret the spiritual essence of the place.
Changpu Grasslands: A Vast Landscape of Serenity
From there, the group moved to the vast Changpu Grasslands, a sweeping landscape that stretches out under the sky like a living canvas. Known for its expansive views and rich pastoral traditions, it’s often compared to the Ordos of Jiangnan or the Western Sichuan Grassland of Chongqing. With the wind rustling the tall grass and the light shifting across the horizon, this location offered photographers a dynamic play of light, shadow, and vastness — perfect for capturing the serene yet powerful essence of the land.
Phoebe Bay: A Sanctuary of Ancient Trees
At Phoebe Bay, the photographers explored one of the most fascinating sites — the “Millennium No. 1 Golden Phoebe Village,” home to Phoebe trees that have stood for over 3,000 years. These majestic trees, towering over their surroundings, whispered stories of resilience, endurance, and deep connection to the land. Photographers were given the opportunity to capture the historical significance of these trees, while learning more about their role in regional craftsmanship and architecture at the Golden Phoebe Cultural Museum.
Gongtan Ancient Town: A Journey Back in Time
The journey also led the group through Gongtan Ancient Town, where time seems to stand still. This 1,800-year-old town, nestled at the confluence of the Wujiang and Apeng Rivers, is a living example of the rich Tujia and Miao ethnic cultures that continue to thrive here. With its narrow alleys, traditional wooden courtyards, and timeworn stone pathways, Gongtan provided the perfect setting to explore the intersection of history, culture, and modern life.
Capturing the Spirit of Youyang
Throughout the tour, the participants were invited to take part in the prestigious Lens-cape Youyang Cup — a photography competition designed to showcase their best captures of Youyang’s landscape, architecture, and cultural heritage. As part of the competition, the photographers had the opportunity to refine their skills, share their creative interpretations, and learn from industry experts.
The competition was judged by an esteemed panel, including Ng Kok Leong (Chairman of the Panel), Willy Foo, Cheong Hai Poh, and Roy Sommer. This expert panel of judges, each with their unique experience in photography and creative storytelling, brought a wealth of knowledge and insight to the evaluation process. The judging criteria celebrated both technical skill and the ability to tell a meaningful, visually compelling story through each photograph.
The awards, including the Gold, Silver, and Bronze prizes, as well as Excellence Awards, offered photographers not only the opportunity to showcase their work but also to be recognized for their creative accomplishments. The competition provided a platform for photographers to shine and gain recognition for their craft, while offering a deeper connection to the culture and landscapes they were capturing.
A Celebration of Cultural Heritage
This event was not only about photography but also about celebrating the cultural richness of Youyang. During the tour, participants were able to engage with the local Tujia and Miao ethnic communities, experiencing their traditional performances, dances, and local cuisines. The vibrant culture of Youyang was brought to life through these interactions, allowing participants to better understand the cultural context behind the stunning visuals they were capturing.
Photographers were invited to join in traditional activities, such as the famous hands-waving dance, and savor the flavors of the Ba-Ba Banquet, a culinary experience that showcased the diverse tastes and rich history of Youyang. These cultural engagements added an immersive layer to the experience, making it not just about taking photos but about connecting deeply with the traditions and people of the region.
Strong Bonds and Cross-Border Collaboration
One of the most powerful aspects of the event was the sense of camaraderie among the participants. Photographers from Singapore, Malaysia, and other parts of Southeast Asia came together, exchanging ideas, creative perspectives, and techniques. The event fostered a collaborative spirit that extended beyond the competition, with participants sharing not just their photographic skills but also their passion for cultural exploration and visual storytelling.
This shared experience created a strong sense of community, laying the groundwork for future collaborations between photographers across the region. It was clear that this event wasn’t just about capturing images; it was about forging connections and building lasting relationships across borders.
A Commitment to Cultural Tourism
The Light of Hidden Vistas, Glow Towards YOU expedition aligns with the goals of the Boao Global Conference on Ethnic Culture and Tourism Industry Development, where IFBA continues to serve as a key partner in advancing cultural tourism. This initiative reflects IFBA’s ongoing commitment to fostering cross-cultural connections, preserving heritage, and promoting sustainable tourism practices. By participating in events like this photography tour, IFBA is helping to ensure that traditions are not only preserved but celebrated and shared with the world.
Through cultural tourism, IFBA envisions a future where art, heritage, and hospitality come together to create meaningful experiences that connect people and places in a deeper, more impactful way. The ASEAN Photographers Photography Tour is one such example — a celebration of not only the beauty of Youyang but also its rich cultural legacy, captured through the lenses of talented photographers from across the globe.
A Final Thought
“To all organisers, judges, participants, and supporters — thank you for your passion, your presence, and your commitment to excellence. I look forward to supporting more initiatives that continue to merge creativity, culture, and community across Southeast Asia and beyond.”
— Cheong Hai Poh
President
International Food and Beverage Association (IFBA)
Photography Awards
The Gold, Silver, Bronze, and Excellence Awards gave photographers a chance to showcase their work and earn recognition for their creativity. The competition highlighted their craft while fostering a deeper connection to the culture and landscapes they captured.
Gold Award Winning Photos
Silver Award Winning Photos
Bronze Award Winning Photos
Excellent Award Winning Photos
Highlights From The Award Ceremony
Expanding the Scope of Discovery Tourism
This initiative in Youyang demonstrates how cultural immersion can actively shape professional understanding within the food, beverage, and hospitality industries. For IFBA, programmes like this are not side activities—they are part of a broader strategy to expand how industry professionals engage with context, community, and creativity. As Discovery Tourism develops, IFBA will continue to explore new formats and destinations that bring practical value to members, strengthen regional networks, and offer experiences that inform—not just inspire—our future work.
