Abstract: Ten years ago, rural ecotourism was still a strange term for people, but now it has blossomed everywhere and is very popular. As a new type of tourism, rural eco-tourism has become a hot spot and social fashion in today's tourism industry. As the main force of eco-tourism economy, it has attracted the attention of all walks of life. Under the background of building a new countryside and building a harmonious society, the development of ecotourism has received unprecedented attention. Developing eco-tourism can enrich the structure of tourism products, adjust rural industries, increase farmers' income and improve their lives. It contributes to the integration of urban and rural areas and the introduction and dissemination of eco-tourism concepts. This is also helpful to maintain the ecological service function of rural areas and explore and inherit their culture. The development of rural eco-tourism should follow the following principles: relying on agriculture, putting people first, encouraging community participation and protecting ecology. Starting with the definition of rural eco-tourism, this paper introduces the present situation of rural eco-tourism in China, discusses the development countermeasures of rural eco-tourism in China by investigating the measures taken by European countries to develop rural eco-tourism, and finally puts forward the basic strategies for the sustainable development of rural eco-tourism in China.

Keywords: rural ecotourism; Current situation; strategic vision

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