On the one hand the award makes Shennongjia more appealing to travelers, says Li, adding that last year the number of visitors increased by more than 20 percent.

But on the other hand it means that local authorities have to boost efforts to protect the environment

"We will use a scientific approach to keep visitor numbers at a reasonable level," says Li.

Separately, skiing facilities have been built to increase visitor numbers in the winter.

"The idea is to spread visitor numbers evenly across the whole year," says Li.

As for additional infrastructure, high-speed rail and a highway system are on the drawing board. Soon it might take less five hours to get to the region from Beijing, says Li.

Also, health conferences, mountain and forest marathons, rock climbing and cycling events will be held in the area in the near future to give more people a chance to sample Shennongjia's air, natural attractions and traditional Chinese medicines, says Li.