Ultimately, Peng believes that the tremendous expenses involved in heritage applications are worthwhile. He asserts that for properties that can barely meet UNESCO’s criteria, extra spending is inevitable, and yet money invested in such projects associated with the application carries great developmental potential. Problems that historically hindered an area’s tourism development have been solved during the process, and a huge proportion of the investments support projects that will promote regional social and economic growth. “It is clear that in the last few years dramatic changes have occurred not only at the scenic sites, but also in peripheral areas,” Peng continues optimistically, “which lays a solid foundation for future development.”

Past experience has shown that after scenic areas are included on the World Heritage List, the resulting tourism boom contributes to accelerated GDP growth, which certainly pleases local governments. After successful application, a heritage site immediately becomes a destination recommended by UNESCO and the UN World Tourism Organization. According to He Yun’ao, director of Nanjing University’s Research Institute for Cultural and Natural Heritage, successful application testifies to sound environmental protection conditions, service quality, and security at the site, which stimulate the development of local tourism. For example, the ticket revenue of the Ancient City of Pingyao was 1.25 million yuan in 1997, when it was designated as a World Heritage Site, and by 2008, annual revenue topped 75 million yuan. Its overall tourism income soared from 12.5 million yuan in 1997, only 0.96 percent of its GDP, to 670 million yuan in 2008, accounting for 13.91 percent of the area’s GDP. Inclusion on the World Heritage List has enabled leapfrog development of some local economies. These inspiring past cases no doubt fuel heritage fever nationwide.

Of course, excessive spending in preparation for the application can rarely avoid public criticism. Some experts argue that the economic benefits of inclusion on the World Heritage List are overvalued. The huge preliminary costs cause tremendous financial pressure on local governments, which turned out to be a major factor in increasing ticket prices at scenic areas.

A press officer of the World Heritage Committee stressed that national and local authorities should find balance between funding management of World Heritage sites and preserving the unique treasures for future generations while making them accessible to the public, because “World Heritage belongs to all of us. It should be shared by humanity, just like water and air.”