Much like Wuzhen itself where millennia-old charm meets thoughtful modernity, Xianghong is a true visionary leader, dedicated to preserving heritage while shaping the future of communities and beyond.
Credited with the restoration of Wuzhen, often hailed as the ‘Venice of China’ and recognised as one of the country’s most successful heritage revitalisation projects, Xianghong has earned numerous accolades. These include the Outstanding Achievement Award in Heritage Conservation in the Asia-Pacific Region, the Top Ten Innovation Figures Award, and China's Top Ten Most Influential Figures in Tourism.
Wearing many hats with effortless grace, he serves as the Vice Chairman of the China Tourism Association, Chairman of Dingdu Group, Founder of Wuzhen Tourism, Chairman of the Wuzhen Theatre Festival.
We spoke with him to uncover his remarkable journey and the lasting impact of his experience as an NBS alumnus.
What are your top career achievements?
I’m honoured that my effort has made a tangible contribution towards advancing China’s rural communities. Ever since we started restoring Wuzhen, tourism has grown and flourished. It is now a key economic pillar that contributes to the prosperity of the local communities.
Wuzhen’s receipt of the UNESCO Asia-Pacific Heritage Award in 2003 gave us a powerful validation. Over the span of 25 years, we have relentlessly revived and transformed the town. Today, Wuzhen welcomes over 10 million visitors each year and hosts the Wuzhen Theatre Festival, one of China’s most successful cultural events gaining growing recognition on the international stage.
Our guiding conservation philosophy does not merely seek to return to the past, but rather to enable modern life within historic towns. Rigid museum-style preservation will not work in China’s ancient precincts. Instead, they require creative transformation that allows antiquity to remain alive in the present and future. As a result, Wuzhen has been meticulously restored to offer modern amenities.
Ecological and environmental conservation is also a crucial piece of the puzzle to ensure Wuzhen’s long-term sustainable development.
What valuable lessons have you learned along your career journey?
Seek win-win solutions
The successful revival of Wuzhen requires working with multiple stakeholders including local residents as well as many other partners in the government, arts, and business sector. It involves seeking mutually beneficial solutions to safeguard all parties involved.
Pay attention to details
Stay customer-centric by making the effort to learn each customer’s unique needs. Understand their desires and customise experiences to create meaningful interactions to develop lasting loyalty.
For instance, in 2002 when many places charged for wired internet access, I insisted on installing fibre-optic cables and providing free WiFi. I wanted Wuzhen to offer top-tier amenities to stay relevant.
Pursue your goals with unwavering focus
Breakthroughs demand razor sharp focus. Right from the beginning, my vision for Wuzhen was for it to become a national icon even though it was an obscure and dilapidated town.
In the early days, our branding tagline "China’s Wuzhen" was met with scepticism and ridiculed for being overly ambitious. I became the target of mockery, but I wagered all I had on this singular vision. I’m grateful that what was once dismissed has since crystallised into a widely recognised identity across China and beyond.
What advice would you give to current NBS students and young alumni in the early stages of their careers?
Fuel progress
Businesses exist to serve society, look beyond profits to create a lasting and positive impact. Through the work that I do, I strive to drive corporate responsibility in measurable and meaningful ways to make a real difference in people's lives.
We live in an era of rapid trends and change. How do we stay grounded? How do we avoid being swept up in superficiality or blindly copying what’s popular? The answer lies in inner clarity and long-term thinking. Resist the noise and focus on what truly matters by committing to excellence — not just craving visibility.
Cultivate an interdisciplinary mindset
Learn to connect the dots across disciplines, industries and cultures. The ability to synthesise diverse experiences into an original and meaningful innovation will set you apart.
How have you personally benefitted from being an NBS alumnus?
I participate actively in alumni activities such as the Gobi Team Alumni Association which organises fundraising efforts and training for the annual Gobi Desert Challenge. These connections are a valuable extension of my professional and personal life.
NBS opened my eyes to a much bigger world. The international curriculum, the diversity of my classmates, and the exposure to different ways of thinking all helped me broaden my horizons. My mindset shifted — I learned to embrace new perspectives, appreciate cultural differences, and think beyond familiar boundaries. The alumni network I built at NBS was more than just professional connections; it sparked meaningful collaborations and lifelong friendships across the globe. The experiences I had at NBS continue to influence how I approach opportunities and challenges today.
Through the alumni network, I’ve stayed plugged into cutting-edge ideas and emerging trends. Whether through thought leadership events, alumni forums, or informal conversations, I’ve gained insights that help me anticipate change rather than react to it.
Launchpad for visionary leadership
The knowledge I gained at NBS, which I continue to refine through alumni engagement has shaped the way I lead today. From strategic thinking to operational discipline and creative agility, it has given me the tools to build, scale, and lead with purpose.
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