The deep integration of agricultural and cultural tourism empowers rural revitalization, allowing villagers to achieve employment and income at their doorstep

CCTV News:At present, rural tourism is favored by more and more people. From hiking and camping, pastoral photography, to parent-child study tours and agricultural research, fancy gameplay not only meets people’s diverse consumption needs, but also injects new momentum into rural revitalization. The Ministry of Culture and Tourism recently announced the list of top ten cases and excellent cases of rural revitalization empowered by culture and tourism. Villages from 10 provinces, municipalities and autonomous regions including Tianjin, Hebei, Heilongjiang, Jiangsu and Shandong have become the top ten cases of rural revitalization empowered by culture and tourism. How can these places shape rural style, folk customs, intangible cultural heritage and other resources into the fulcrum of rural revitalization? During the Qingming holiday just passed, the reporter visited many towns and villages.

Chongqing Jingzhu village: integration of agriculture, culture and tourism to promote rural revitalization

Jingzhu Village is located in the hinterland of Xiannu Mountain, Wulong District, Chongqing. It is rich in natural resources and has a variety of landscapes such as forest sea, meadow, sinkhole and canyon. Tourists come here to enjoy flowers in spring, summer summer, autumn red leaves, and winter snow. During the Qingming holiday this year, many tourists come here every day to watch the clock in.

Grinding, brewing, pulling flowers… After a set of flowing movements, a cup of fragrant coffee is completed. She is Ran Guangfang, a well-known local "country barista". Ran Guangfang, 54, was a local farmer a few years ago.

Ran Guangfang works in a two-story glass building in the village, which is both a coffee bar and a rural library. With training in coffee making skills in the village, Ran Guangfang turned from a farmer to a rural barista.

Ran Guangfang, a villager in Jingzhu Village, Xiannushan Street, Wulong District, Chongqing, has changed a lot in recent years. Our family all work in the village. Except for the rest of the time, we do farm work at home.

The story of rural barista Ran Guangfang is just a microcosm of Wulong District’s promotion of the integrated development of primary, secondary and tertiary industries + tourism. Since embarking on the road of rural tourism development in 2015, the sinkholes, canyons and forest seas previously hidden in the boudoir have become the favored scenery of tourists. The dilapidated pig pens and flue-cured tobacco houses have been artistically transformed into tea shops and libraries for Internet celebrities. Villagers who rely on farming for a living have found 9-to-5 jobs at their doorstep. The development of the tourism industry has not only changed the lives of villagers, but also strung together the hopes and dreams of villagers.

In 2023, Jingzhu Village received more than 550,000 tourists, and the per capita disposable income of the villagers reached 25,110 yuan.

*******cheng, director of the Fairy Mountain Street Office in Wulong District, said that next, it will further promote the active and in-depth integration of primary, secondary and tertiary industries in Jingzhu Village, and introduce more consumption scenarios and application scenarios of agricultural, cultural and tourism integration and innovative development, so that Jingzhu Village will become a wonderland and resort in the hearts of tourists, and strive to create a model place for the modernization of mountainous areas where eco-tourism drives the common prosperity of the countryside.

Yinan, Shandong: Deepening tourism resources and empowering rural revitalization

In recent years, Yinan County, Linyi City, Shandong Province, known as the "hometown of Red Sisters", is an important birthplace of the Yimeng spirit. In recent years, Yinan County has relied on red resources to create a characteristic cultural tourism brand and explore the "Yinan model" of cultural industry empowering rural revitalization.

During the Qingming Festival holiday, at the Red Film and Television Base in Yinan County, the immersive small theater was performing the play "Women’s Salvation Club", which attracted many tourists to stop and clock in. The play tells the story of a group of women comrades who emerged in the old revolutionary base of Yimeng during the Anti-Japanese War. This group is called "Yimeng Red Sisters". The superb acting skills of the actors bring the audience into it, as if they were immersed in the scene.

This kind of immersive small theater is a cultural tourism project innovated by Yinan County relying on local red resources. On the first day of the Qingming holiday, the number of tourists in the scenic spot reached 5,000. Through the development of red tourism industry, it has also found a "breakthrough" for the revitalization of the countryside. This scenic spot is a village called Changshanzhuang. Now the villagers have moved into the new community as a whole, and the old houses have been preserved. Relying on this unique advantage, it has established a tourist area in Shandong Honglao’s hometown that integrates red research, film and television shooting, and leisure tourism. It has undertaken more than 400 red film and television dramas such as "Yimeng" and "Bullfighting".

Gao Yan, head of the marketing activities section of the Yinan County Culture and Tourism Bureau, said that relying on this tourist area, a "four members in one district" cultural tourism Huinong model of "four members in one district" who work as employees in scenic spots, invest in land as members, wear costumes as actors, and sell products as shop assistants has been formed.

According to the characteristics of different villages, the local area fully exploits the advantages of differentiated resources and implements the diversified cultural and tourism formats of "one village, one product". At present, there are 14 tourist attractions in Yinan County, which receive 11.2346 million tourists every year, and the turnover has reached 8.562 billion yuan. Radiation has driven more than 12,000 villagers in 84 villages to increase their per capita income by 20,000 yuan.

Dong Shousheng, director of the Yinan County Culture and Tourism Bureau, said that the integration of culture and tourism is a new engine for our rural revitalization, which can effectively activate the new industry of rural development. Only by actively exploring new ways of the integrated development of culture and tourism can our farmers see more hope for development and enjoy the fruitful fruits brought by rural revitalization.