This study examines and presents co-creation as a possible action to prevent the ongoing decline of the Naxi ethnic minority due to mass tourism and commercialization in their ancient hometown of Lijiang. A co-creation theoretical model was developed to examine the antecedents and outcomes of co-creation experiences. A questionnaire survey of visitors to the Old Town showed that should co-creation tourism experiences be presented with the involvement of greater interaction, involvement, and the ability to share experiences, this could significantly influence visitor satisfaction, visit intensity, and desire to return. Perceived authenticity would not positively affect co-creation experiences though, revealing a lack of understanding of what Naxi culture was. The study advances cultural tourism understanding revealing co-creation, with visitors engaged in the co-production of their experiences as a viable elucidation to secure sustainable tourism development at this ancient setting.