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A Chinese travel agency recently invested heavily in development of east China's scenic spot of Mount Huangshan, which is well-known for its cloud sea, thermal spring and uniquely shaped rocks.

The Tianjin-based Fangzhou Travel Agency cooperated with Huangshan Government in establishing a company to develop the tourist destination, constituting the first endeavor of Chinese travel agency to go beyond its traditional purpose of organizing travel tours.

According to the contract, Fangzhou will put 100 million yuan in the project, and take 80 percent of the company share as well as be exclusively entitled to develop two scenic spots at the food of Mount Huangshan for 30 years.

Tunxi Ancient Street, one of the two target spots, was formed in the Song Dynasty (420-479), featuring serried buildings and stores with distinct cultural flavor.

However, the street was not fully developed as a tourist destination for generating profits due to a funding shortage of the local government.

Xu Ting, deputy general manager of Fangzhou, said that his agency will strive to protect as well as refurbish the ancient street.

The new move is expected to further strengthen the competitive edge of domestic travel agencies in meeting the global challenges concurrent with China's entry into the World Trade Organization, according to Xu.

Experts said that travel agency's development of scenic spots will better cater to tourists' needs and constitutes a new business model in China's tourism industry.