"The UNESCO designation makes Shennongjia more attractive. But it also means local authorities must boost efforts to protect the environment," Liu says.

"We will use a scientific approach to keep visitor numbers at a reasonable level. We stick to the bottom line that economic development will never come at the expense of the environment. When investment projects conflict with 'green mountains and hills', we will always choose the environment to sustainably protect it for future generations."

The eighth annual Shennongjia Alpine Azalea Festival will open in mid-May.

It seems likely its photo competition should prove visually stunning - as should the actual sights.