Rural tourism: flourishing, with both form and spirit.

A few days ago, the 24th General Assembly of the United Nations World Tourism Organization held a press conference on 20021,officially releasing the first batch of "Best Tourism Villages" of the United Nations World Tourism Organization in 20021,and Yucun in China, Zhejiang and Xidi Village in Anhui were selected. They showed the world China's vivid practice of adhering to the new development concept of innovation, coordination, green, openness and enjoyment, implementing the strategy of rural revitalization and building a beautiful China where man and nature live in harmony. Let the world know more about healthy and sustainable China through the rural areas of China.

At the same time, in China, rural tourism is more and more favored by tourists, becoming a hot spot of consumption, effectively driving local villagers to get rich and increase their income, and also becoming a pillar industry to promote rural revitalization. On the one hand, the number of rural tourists and tourism income have increased rapidly, and the attraction of rural areas with beautiful scenery and beautiful ecology has gradually increased; On the other hand, relying on rich rural cultural resources, various rural tourism brands are constantly emerging, and a fiery and vivid rural tourism picture is slowly unfolding.

The development of rural tourism has entered the era of "legalization"

The Outline of the Fourteenth Five-year Plan for National Economic and Social Development of the People's Republic of China and the Outline of Long-term Goals in 2035 clearly put forward that the characteristic industries such as rural tourism and homestay economy should be strengthened to improve the service quality of rural tourism. In addition, it is also put forward that "developing county economy, promoting the integration of rural primary, secondary and tertiary industries, extending agricultural industrial chain and developing modern rural industries with different characteristics" provides a rare development opportunity for rural tourism upgrading under the new situation, and also gives rural tourism more important tasks and missions.

At present, China's rural tourism has begun to take shape and developed rapidly. Under the background of normalization of epidemic prevention and control, due to the advantages of convenient travel, close to nature and low personnel density, rural tourism took the lead in recovery and continued to grow steadily, and the recovery situation was better than the overall situation of domestic tourism. Rural tourism is becoming an important way to meet people's tourism consumption demand, with great development potential and broad space.

Longmen Mountain Pavilion in Pengzhou City, Chengdu City, Sichuan Province.

In recent years, the Ministry of Culture and Tourism, together with the National Development and Reform Commission and more than a dozen other relevant departments, has formulated a number of documents, including Guiding Opinions on Promoting the Sustainable Development of Rural Tourism, Action Plan for Promoting the Upgrading of Rural Tourism Development, and Action Plan for Rural Tourism Poverty Alleviation Project, forming a multi-dimensional policy system including guiding development direction, solving bottleneck problems, and promoting poverty alleviation. For many years, we organized a national on-site meeting on rural tourism and tourism poverty alleviation, invited relevant departments to participate, and strengthened the interpretation and implementation of policies.

After the outbreak in 2020, the Ministry of Culture and Tourism issued the "Notice on Coordinating the Prevention and Control of Rural Tourism Normalization Epidemic and Accelerating Market Recovery" to promote the implementation of various support policies for rural tourism to resume production and market recovery. 202 1 Under the background of comprehensively promoting the rural revitalization strategy, the Ministry of Culture and Tourism actively contacted the NPC Law Committee to promote the inclusion of supporting the development of rural tourism and the construction of key villages and towns in rural tourism in the People's Republic of China (PRC) Rural Revitalization Promotion Law, and give play to the role of legislation in safeguarding and promoting the development of rural tourism. In conjunction with relevant departments, the relevant contents supporting the development of rural tourism will be included in policy documents such as ensuring and standardizing the land for the integration of rural primary, secondary and tertiary industries, the construction of county commercial system, and the high-quality development of rural passenger transport system, and the policy system will be continuously improved to promote the formation of a working situation in which relevant departments guide and coordinate the development of rural tourism.

"We attach great importance to the leading role of planning in rural tourism development, and the Ministry of Culture and Tourism organizes and guides all localities to carry out rural tourism planning." The relevant person in charge of the Ministry of Culture and Tourism said that in recent years, two rounds of tourism planning poverty alleviation public welfare actions have been organized, and planning units have compiled 765 tourism plans, including 240 deep poverty-stricken areas in "three districts and three States". According to preliminary statistics, local cultural and tourism departments have compiled more than 2,000 rural tourism plans to guide rural science to promote the development of tourism resources and project construction.

Improve quality, improve form and spirit, and show cultural taste.

Culture is the soul of tourism, and tourism is the carrier of culture. According to experts in the industry, the foothold of rural tourism is the countryside, and rural and local nature are the "magic weapons" to attract tourists. Play the "local brand" well, bring out the "local flavor", accurately grasp the local characteristic elements, fully tap the folk culture based on residence, clothing, diet, etiquette and entertainment, bring forth the new and increase the number of people.

Gaoting, Liutian Village, Weinan City, Shaanxi Province

It is understood that in 20 19, the Ministry of Culture and Tourism and the National Development and Reform Commission jointly launched the construction of the national list of key villages and towns for rural tourism. On the basis of the previous work, in 20021year, the two ministries revised and issued the Work Plan for the Construction of the List of National Rural Tourism Key Villages and Towns, which included townships as the selection targets for the first time, guided all localities to give full play to the connecting functions and factor advantages of villages and towns, and promoted the cluster, scale and brand development of rural tourism. At present, the first batch of 100 national key rural tourist towns (townships) and the third batch of 199 national key rural tourist villages have been announced. At present, the two ministries have successively launched 1 199 national key rural tourist villages and 100 national key rural tourist towns (townships).

"These key villages and towns have also become the main force leading the development direction of rural tourism upgrading and upgrading. Driven by the demonstration of key villages and towns, a number of rural tourism brand lines, boutique attractions and festivals have been launched in various places, enriching and improving the rural tourism brand system. " The relevant person in charge of the Resource Development Department of the Ministry of Culture and Tourism said.

In fact, the national rural tourism key villages cover a large number of traditional villages, historical villages, characteristic ethnic villages and other resources. Relying on the construction of key villages, all localities have realized the creative transformation and innovative development of rural high-quality cultural resources, promoted the integration of rural industries, and become a typical demonstration leading the upgrading and development of rural tourism.

In Nanbaozhai Village, Xi 'an, Shaanxi Province, an agricultural park integrating sightseeing and leisure vacation has now become a punching place for new network celebrities. In recent years, the village reproduces the rural leisure cultural life of "poetry, wine and tea" by excavating farming culture, folk culture and pastoral culture, and realizes the organic integration of agriculture, literature and tourism. Now, when we slowly walk into the ancient village, we can see that the old adobe houses in the whole village have been modernized on the basis of retaining their original features. The village is divided into Guzhai District, Wenchuang District, Art District, Meiyuan Garden and Twenty-four Solar Term Garden. According to reports, the backwardness of the village has become an advantage in the new round of rural development: idle land is easy to flow in a large area, and abandoned old adobe houses have become high-end famous houses, cafes, tea rooms ... The former wall yards, fence vines, streams and bridges have gradually reappeared. Faced with many problems such as narrow roads, lack of infrastructure, serious hollowing-out, water shortage and inconvenient transportation in Nanpu Guzhai Village, after exploring the effective practice of rural revitalization in many aspects, the village started from three aspects: cultural rejuvenation, ecological restoration and upgrading, and rural industrial system construction, and built a China lifestyle around Guzhai Village to provide people with the healthiest, most China cultural characteristics, the most China flavor and the most China complex rural life.

There are many such examples in China. For example, Chapai Village in Lishui City, Zhejiang Province has successively implemented projects such as the renovation of ancient houses, the renovation of village environment, the renovation of ancient post roads and the renovation of cultural auditoriums, introduced Shanghai B&B brand, realized the activation and utilization of idle ancient houses, and explored an effective model for the protection and utilization of traditional villages to develop rural tourism; Situ Village, Jincheng City, Shanxi Province has built a "Situ Night Market" integrating entertainment, folk experience and food shopping. Take the rural dramas written, directed and performed by farmers as tourist attractions, reproduce the customs of Shanxi merchants culture, coal and iron culture, and inject cultural connotation into the rural night economy.

"People without me, people with me are superior" Use the "golden key" of rural revitalization

In recent years, rural tourism, with its strong market advantages, emerging industrial vitality, strong hematopoietic capacity and great driving role, has become an important way for industries in poverty-stricken areas to help the poor.

In Shuanglongying Town, Qiubei County, Wenshan Prefecture, Yunnan Province, a village inhabited by Sani people of Yi nationality named Xianrendong Village has changed from a once extremely poor and backward village to the richest village in the area. Nowadays, when you step into the village, you can see the stone peaks lying in the lake or standing on the lawn. The whole village is surrounded by mountains and rivers, and the lakes and mountains are integrated. There are strange caves in the mountains, and there are beautiful waters in the caves.

Who would have thought that when the summer is gone, the villagers will carry their bags to borrow food from the village next door? Xianrendong Village is called "Pocket Village" by the outside world. Its annual per capita income is less than that of 300 yuan, and its per capita grain is 180 Jin. In the process of getting rid of poverty, party member cadres in the village United with the whole village, and in more than 20 years, they really embarked on a rural road of "no one has me, and everyone has me". At present, there are *** 196 permanent villagers, 98 1 person, and 8 10/person in tourism professionals. The per capita disposable income is more than 50,000 yuan, and there are more than 200 homestays. Every household opens its doors to welcome guests and eat "tourist meals". Almost all the young people who studied and worked in other places have returned to the village, and many young people from other places and even other provinces have come with funds and technology.

At present, China is also providing China wisdom, China plan and China strength for the development of rural tourism in the world.

Yucun is located in Anji County, Huzhou City, Zhejiang Province. For more than ten years, Yucun has closed mines, restored ecology and vigorously developed rural tourism, which has successfully transformed the advantages of ecological resources into the advantages of economic development and achieved a win-win situation for ecological protection and improvement of people's livelihood. The case of Yucun has also promoted the active practice in the vast rural areas of China, and the green development concept of "clear water and green mountains are priceless" has become the knowledge of the whole society.

Xidi Village is located in yi county, Huangshan City. In the late 1980s, Xidi Village began to develop rural tourism, attracting a large number of tourists with traditional Huizhou ancient buildings and rural scenery. Xidi Village explores the road of sustainable development of "people, things and scenery" by activating and utilizing cultural heritage in protection, and develops from an underdeveloped village into a well-known rural tourism destination at home and abroad.

Yucun and Xidi Village are the epitome of the vigorous development of rural tourism in China. Through years of practice, rural tourism models such as "scenic spots with villages" and "cooperatives+farmers" have helped many poor villages get rid of poverty. With the deepening of the rural revitalization strategy, rural tourism will be further integrated with related industries, which will help the people to get rich and prosperous golden rice bowls, create a new image of rural livable and suitable for business, and use "beautiful countryside" to contribute to the construction of "beautiful China".