| Summary: | This paper is the first in the Russian scientific literature to analyse the experience of the ‘Avatar Mountain’ tourism destination based on Zhangjiajie National Forest Park in Hunan Province, China. The combination of modern scientific approaches in tourism destination studies based on tourism area life cycle theory with field observations helps identify the key elements of the destination and their evolution, aspects of its competitiveness and further trends in the development. The study of the Chinese experience in organizing mass tourism at World Heritage sites is of particular importance due to the increasing demand for diversification and tourist product quality as well as the need for sustainable development of local communities.
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