This paper analyzed the soft power of Wulingshan Contiguous Destitute Area from the aspects of population quality, public service, and regional image during the period from 2003 to 2011. The result showed that, in Wulingshan Contiguous Destitute Area, (1) the population quality was low and the professional and technical personnel still ran off; (2) relative to average level of whole country, there was a big gap in public service capacity and social security; (3) the regionally well-known brand name of the western counties and the minority autonomous counties was generally low. <<