The integration of culture and tourism is included in the key areas of cultural industry empowerment for rural revitalization

The Ministry of Culture and Tourism, the Ministry of Education, the Ministry of Natural Resources, the Ministry of Agriculture and Rural Affairs, the National Rural Revitalization Administration, and the National Development Bank recently jointly issued the "Opinions on Promoting Cultural Industries to Empower Rural Revitalization" (hereinafter referred to as " Opinions"), clearly including the integration of culture and tourism into the key areas of cultural industries empowering rural revitalization, and pointing out the direction for rural tourism development in terms of rural tourism product development and branding.

The "earth flavor" is interesting

It's the pear blossom season again, and the Gushan Village Scenic Area in Miaofengshan Town, Mentougou District, Beijing, close to the golden tourist route 109 National Highway, has become a tourist attraction in Beijing. resort. In addition to flower viewing and outings, the farming culture is the biggest attraction here.

Entering Gushan Village on the steps paved with stone millstones, bellows, wooden flatbed trucks, tractors, harvesters, granaries, waterwheels, etc. are scattered in different places. Walking in the village is like having a conversation with the old times. There is also a farming museum in the scenic area, with a rich collection of agricultural tools such as rakes, seed baskets, hoes, as well as Dongfanghong bulldozers, Tieniu four-wheel tractors, Jiefang cars, etc. Although they are rusty, they are still usable. I want to see their former glory. These old objects with stories show the changes from plowing with hands to plowing with oxen, and then to tractors. They record the development of farming civilization and have become a typical carrier of farming culture.

Today, making good use of rural historical culture, regional culture, farming culture, folk culture and other cultural resources and integrating them with the beautiful local ecology has become an important way for various places to improve the quality of rural tourism. The "Opinions" clearly stated that China's important agricultural cultural heritage sites with suitable conditions should be supported to build farming culture experience venues and promote excellent farming culture.

Clever integration of resources

At present, local tourism and suburban tourism are the mainstays of domestic tourism, and rural areas have become the main destination for tourists. Farmhouses, experience parks, farms, etc. that used to be developed in scattered spots in the countryside are gradually being integrated and connected to become mature rural tourism products.

Gushan Village Scenic Area is part of the outing and flower-viewing season activities in Mentougou District. In order to attract more tourists to experience the short-distance leisure outing trip, Mentougou plans to launch four major sections: "Flower Blooming", "Taste", "Enjoy the Stay" and "Activities", including 7 special outing and flower viewing routes, integrating flower viewing, B&B , ancient trails, parent-child and other elements, connecting more than 10 scenic spots such as the Jingxi Ancient Trail, Tanzhe Temple, Miaofeng Mountain, and Gushan Village, with ecological B&Bs, ecological cultural tourism, and ecological agriculture as the main lines, allowing tourists to experience the nature and food of Mentougou on the spot "Multi-industry integration" such as , intangible cultural heritage, red, culture, agriculture, etc. It is understood that this year, Mentougou District will comprehensively integrate and promote regional historical, cultural and tourism resources, create distinctive high-quality tourism routes and tourist check-in spots, and further enhance the reputation and influence of regional cultural and tourism brands.

Meixian District, Meizhou City, Guangdong Province has created 24 leisure agriculture and rural tourism spots with high reputation in the country, formed a number of rural leisure tourism boutique routes, and continuously enriched B&Bs, leisure sightseeing parks, and recreational facilities. Yanghe Education Base and other business types; Suqian City, Jiangsu Province integrates the city's rural tourism resources and launches rural tourism four-season activities, covering folk culture, rural food, rural flower appreciation, pastoral picking, recreation and leisure, popular science research and other different types, including Intangible cultural heritage display, food tasting, theatrical performances, red study, vegetable and fruit picking and other forms; Gansu Province’s rural tourism development is a game of chess across the province, and the province has identified 50 new national rural tourism key villages, 30 Create a list of provincial-level rural tourism demonstration counties and 300 cultural tourism revitalization rural model villages, and accelerate the cultivation of rural tourism demonstration brands with excellent ecological environment, great industrial advantages, good development momentum, and strong demonstration and driving capabilities.

Going to the countryside is also fashionable

On a weekend in early April, the weather was fine.

There are tents scattered in the lawn wetland park of Qinshan Village, Jiulonghu Town, Zhenhai District, Ningbo City, Zhejiang Province. Tourists are sitting on the grass, with a clear blue lake nearby.

How to avoid homogeneity and stand out in rural tourism competition? This is a test faced by many rural tourism destinations. Jiulonghu Town has turned its attention to lawn open spaces, developed "lawn economy", and embarked on a path of development with rural tourism characteristics. Since 2020, camping has gradually moved from niche to daily life, and "how popular camping is" has become a hot topic in the tourism industry. Ctrip data shows that during this year’s Tomb Sweeping Day holiday, bookings for camping products increased more than three times year-on-year.

It is understood that after the completion of Qinshan Wetland Park, the passenger flow of Qinshan Village increased by nearly 60%, with an average daily number of tourists of nearly 2,000 on weekends. Not only that, the wetland park has also driven the operation of surrounding farmhouses and B&Bs, and the dividends of the "lawn economy" are beginning to show. Hengxi Village is another village in Jiulonghu Town. Luotong Art Tent Camp, the first graphene application tent camp in the country, is located here and is favored by tourists. The person in charge of the tent camp said that all tent rooms are equipped with graphene electric floor heating to ensure that the indoor temperature is maintained at 22 degrees Celsius. It is not only healthy and environmentally friendly, but also intelligently controlled. Through the application of high and new technologies, it can give tourists a comfortable experience. In the future, Jiulong Lake Town will integrate more new elements and build a large-scale outdoor activity base that uses lawn camping as a medium and integrates tourism, leisure, culture, entertainment, and outdoor events.

Light shows, music festivals, cultural fairs, etc., more and more fashion elements are trying to actively "shake hands" with the countryside, creating more viable and market competitive business formats. In addition to "green" and "nostalgia", "fashion" is becoming a new label for rural tourism. (Yin Jie)