Rural tourism brings new opportunities

In 2023, as the epidemic has eased in the past three years, how is the first “No.1 Document” since the 20th National Congress different from previous years, and what new tips do it bring to us cultural travelers?A New Era from “Comprehensive Development” to “Key Development”The epidemic has eased in the past three years, and the development of cultural and tourism has entered a new era of rebirth. However, the “new way” of tourists’ travel has overturned many of the previous tourism economic logic, the “New Normal” of the real estate industry has lost a major source of blood transfusion for the development of cultural tourism, and the new orientation of national investment has put forward higher and higher requirements for the operation efficiency of cultural tourism projects… For the development of cultural tourism, the motivation of cultural tourism investment tends to be rational, focusing on rural revitalization, ecological governance, infrastructure construction Four areas of urban renewal that are beneficial to people’s livelihoods: “+cultural tourism”; The driving force of cultural and tourism consumption is becoming increasingly important, and the sustainable operation supported by stable consumption has not only become the key to the “survival” of cultural and tourism projects, but also an important threshold for their “establishment”. In short, in the new era of cultural and tourism development, it is no longer possible to “grow savagely”, but to focus on key areas that combine cultural and tourism with people’s livelihood, and to focus on efficient operation.22.jpgThe same is true of agricultural and rural work in the new era, moving from the stage of “comprehensive development” to the stage of “key breakthroughs in deep water areas”. Looking at the “No.1 Document” of various years since the 19th National Congress, the top-level design of the rural revitalization strategy was made in 2018. In 2019, priority was given to the development of agriculture and rural areas. In 2020, comprehensive well-off society was promoted and poverty alleviation was completed. In 2021, rural revitalization was comprehensively promoted with a focus on agricultural and rural modernization. By 2022, it will no longer be a “comprehensive” development, but a “key work” will be proposed. Rural revitalization work will no longer be comprehensively carried out, but will focus on the “deep water zone”, and the same will be true in 2023. Compared to last year’s “No.1 Document”, the “No.1 Document” in 2023 will prioritize the work of ensuring food safety and supply, mainly including breakthroughs in agricultural infrastructure, agricultural technology and equipment. From this perspective, the “deep water zone” proposed in this year’s “No.1 Document” seems to have little to do with cultural tourism.23.jpgCompared to previous years, the “No.1 Document” of 2023 contains four main characteristics:01. Gives new era connotations and historical missions to “rural revitalization”This is the first No. 1 central document issued by the Central Committee of the Communist Party of China (CPC) after the successful convening of the 20th National Congress of the Communist Party of China (CPC). The document comprehensively bases itself on a new historical starting point, scientifically analyzes and evaluates the key points of “agriculture, rural areas, and farmers” work, and proposes strategic measures to comprehensively promote rural revitalization and accelerate agricultural and rural modernization.02. More prominent construction of rural governance systemSince the 18th National Congress of the Communist Party of China, the Party and the state have attached great importance to the construction of rural governance systems. On the basis of the previous rural governance work, the No. 1 central document of the Central Committee of the CPC in 2023, aimed at social hot spots and difficulties in rural governance, made a comprehensive deployment from many aspects, such as “strengthening the political and organizational functions of rural grass-roots party organizations”, “improving the effectiveness of rural governance” and “strengthening the construction of rural spiritual civilization”24.jpg03. More prominent the important role of technology in rural revitalizationTechnological innovation is a strong support for rural revitalization. The document has repeatedly emphasized “technological innovation” and made scientific arrangements for technological innovation in promoting key agricultural core technologies, deepening the implementation of seed industry revitalization actions, accelerating the research and promotion of advanced agricultural machinery, and promoting green agricultural development. The document has elevated technological innovation to a new strategic height and has important guiding significance for the issue of technological empowerment in the work of agriculture, rural areas, and farmers in the future.04. The cultural and tourism industry has once again become the focus of attentionDeveloping the cultural and tourism industry is an important lever for promoting rural development, rural construction, and rural governance. Although there is no dedicated chapter in the document to discuss it, it is repeatedly mentioned in items such as “accelerating the development of modern rural service industry”, “cultivating new rural industries and formats”, and “continuously strengthening rural infrastructure construction”. At the same time, it is worth noting that the content emphasized in the document, such as “courtyard economy” and “one county, one industry, strong county and prosperous people project”, will widely involve the cultural and tourism industry in practical development, and even in many provinces and cities, the cultural and tourism industry will become the leading industry of “courtyard economy” and “strong county and prosperous people project”.25.jpgThe two key tasks proposed in the “No.1 Document” in 2023 are the high-quality development of rural industries, and the construction of livable and beautiful rural areas, which involve numerous cultural and tourism related content. We have strategically described rural revitalization and the development of the cultural and tourism industry from multiple perspectives. In summary, 2023 may not be a major year for investment and development in agriculture, culture, and tourism, but it should become a key year for exploring the integration of agriculture, culture, and tourism into the “deep water zone”.Develop rural tourism industry to help realize common prosperityRural tourism is an important way to consolidate and expand the achievements of poverty alleviation, effectively link up with rural revitalization, and achieve the goal of common prosperity.The “No.1 Document” points out that “increasing the income of poverty-stricken people is the fundamental requirement, promoting the accelerated development of poverty-stricken counties is the main direction of attack, paying more attention to supporting the will and intelligence, focusing on industrial employment, and continuously narrowing the income gap and development gap.” The tourism industry is a typical labor-intensive industry, which can not only provide employment opportunities for local residents and increase economic income, but also solidly promote the construction of rural spiritual civilization, It is an important new form of “supporting aspirations and intelligence” and “industrial employment”.26.jpgAt the same time, the “No.1 Document” also points out: “Encourage eligible farmers in poverty-stricken areas to develop courtyard economy.” For the vast poverty-stricken areas, courtyard economy is an important means for farmers to find employment and start businesses nearby and expand sources of income. Leisure agriculture, homestay tourism, etc. have attracted many tourists with their differentiated, distinctive, and personalized characteristics, becoming important choices for rural farmers to develop their courtyard economy. Therefore, it is necessary to further strengthen the adaptation and timely guidance of rural areas in the future, focusing on cultivating rural leisure projects that combine leisure, comfort, and cultural aspects, such as rural homestays, rural research and learning, and rural folk customs experiences.27.jpgExpert interpretation: The relevant person in charge of the Resource Development Department of the Ministry of Culture and Tourism stated that rural tourism is an important engine of rural characteristic industries, transforming the beautiful ecology and excellent culture of rural areas into tourism economic value. At the same time, rural tourism can unleash the multiplier effect of “prospering one industry and flourishing a hundred industries”, driving the development of rural characteristic planting and breeding industry, agricultural product processing industry, catering, transportation, e-commerce and other industries. In addition, rural tourism attracts urban talents, capital, information, creativity and other elements to participate in rural revitalization, helping to achieve equal exchange and two-way flow of urban-rural factors. Next, the Ministry of Culture and Tourism will focus on improving product quality, enriching cultural connotations, expanding channel platforms, strengthening supply and demand coordination, improving policy guarantees, and strengthening technological applications to promote high-quality development of rural tourism.Dai Bin, President of the China Tourism Research Institute, stated that tourism and leisure not only bring sustainable economic growth points to rural areas, but also provide new development momentum for rural revitalization. According to calculations, in 2021, rural tourism monitoring points received an average of 82100 tourists and the average tourism income of the village reached 35.013 million yuan. By developing rural tourism, farmers have also opened up their horizons, expanded their horizons, improved their overall quality and quality of life, and formed an endogenous driving force for the sustainable and high-quality development of rural tourism. To promote the high-quality development of rural tourism, on the one hand, it is necessary to enhance the visibility of rural areas, especially key villages and towns in national rural tourism, create new scenes of rural consumption, and stimulate the vitality of rural tourism consumption. On the other hand, it is necessary to smooth the flow of urban and rural factors, accelerate the construction of rural talent teams, and strengthen the empowerment of technology, culture, and innovation to promote the development of rural tourism. “Dai Bin said.28.jpgUtilizing the Efficiency of Rural Tourism to Improve Rural Living EnvironmentThe “No.1 Document” points out that “establishing a monitoring system for agricultural ecological environment protection” and “solidly promoting the improvement of rural living environment.” Rural living environment is the spatial space for rural residents’ production, living, and living. Improving the living environment in rural areas is of great significance for enhancing the happiness index of villagers, building livable and beautiful villages, and promoting rural ecological revitalization.Rural tourism can exert multiple effects, which is conducive to optimizing the pattern of rural “three living” spaces and helping to improve the living environment in rural areas. On the one hand, the development of rural tourism has brought sustainable economic income to rural areas, promoted infrastructure construction, and effectively promoted the improvement of public service systems. On the other hand, the exertion of the cultural, ecological, social and other value effectiveness of rural tourism can further promote the inheritance of rural excellent traditional culture, enhance the environmental awareness of residents, and contribute to the prosperity of rural culture and the protection of natural ecological security borders. Developing rural tourism has become an important choice for improving rural living environment.Expert Interpretation: “The release of the ‘No.1 Document’ provides an action guide for us to vigorously develop rural tourism.” Lin Yongsheng, Secretary of the Party Branch of Jixi Village in Taining County, Fujian Province, introduced that Jixi Village was once a provincial-level poverty-stricken village with a fiscal revenue of less than 50000 yuan in 2015. By introducing a Taiwanese cultural and creative team, launching the “Farming and Reading Li Family” cultural and tourism project, and creating a series of measures such as Farming and Reading School and the Fujian Taiwan Beautiful Rural Exchange Center, Jixi Village has been selected as a key rural tourism village in China. In 2022, the collective income of Jixi Village reached 300000 yuan, and the per capita income of villagers reached 20000 yuan. Next, we will continue to improve our tourism infrastructure, focus on opening homestays and farmhouses, improve our tourism services, and attract more tourists to visit and stay in Jixi Village, “said Lin Yongsheng.We have strengthened our confidence and determination in taking the path of industrial revitalization and will continue to promote the integrated development of agriculture and tourism. “Fu Xiaojun, the person in charge of the rural revitalization project of Chongqing Meixin Red Wine Town, introduced that in recent years, the town has built a total of 15 kilometers of rural tourism roads and hiking trails, as well as 6 rural revitalization cable loop lines and 2 branch lines. While facilitating nearby villagers, it attracts tourists to enter the town and promotes the development of rural tourism. Next, Meixin Red Wine Town will continue to strengthen the infrastructure construction of Paotong Village International Eco agricultural Tourism Demonstration Area, and build a Ferris wheel play area. At the same time, scenic spots along the route are connected through cable loops, rural tourism highways, and hiking trails, promoting the development of ecological agriculture, agricultural tourism, and rural tourism.29.jpgIn the process of implementing the rural revitalization strategy, the role and status of rural tourism are becoming increasingly important, and infrastructure is an important guarantee for the development of rural tourism. “Wang Degang, Vice President of the China Tourism Association and Dean of the Tourism Industry Research Institute of Shandong University, suggested that in the process of rural planning, attention should be paid to the improvement of supporting infrastructure such as water supply, drainage, sewage discharge, communication, and network, To better adapt infrastructure to the operational needs of rural tourism and other rural service industries.