Finishing: Zheng Qi Cartography: Li Han
Implementing the rural revitalization strategy is a major decision made by the 19th National Congress of the Communist Party of China, and it is also a major historical task to build a well-off society and a socialist modern country in an all-round way. In 20 18, the Central Committee of the Communist Party of China and the State Council issued the Rural Revitalization Strategic Plan (20 18 2022), which clearly put forward the idea of "implementing leisure agriculture and rural tourism quality projects", "developing rural tourism and characteristic industries, forming a benign interaction mechanism between the protection of characteristic resources and rural development" and "promoting the deep integration and innovative development of industries such as culture and tourism". Rural tourism can effectively utilize rural natural resources and human resources, organically combine excellent traditional culture, local characteristics and modern tourism needs, promote the integrated development of rural primary, secondary and tertiary industries, and promote the trinity development of rural production, life and ecology, which is an important force to promote rural revitalization.
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The policy releases great kinetic energy and makes rural tourism an important industry.
After nearly 40 years' development, the rural tourism market has begun to take shape, the product categories are increasing day by day, and the industrial system is constantly improving. The construction and development of rural tourism mainly depends on three driving factors-demand, supply and policy. Wei Yudong, an expert in rural construction and former director of the National beautiful countryside Establishment Office of the Ministry of Agriculture, believes that policies have played a huge baton role in the development of rural tourism in the past 40 years.
The start of rural tourism benefited from the implementation of the reform and opening-up policy. The policy has released tremendous kinetic energy, which not only makes rural tourism enter the lives of ordinary people, but also makes it rapidly develop into an important industry. Wei Yudong believes that the policy dividends brought by reform and opening up to the countryside are mainly reflected in two aspects: one is the great release of human nature, and the other is the rapid enrichment of materials. One of the "products" produced by the combination of these two aspects is "rural tourism". Wei Yudong divided the development of rural tourism in China into four stages.
The first stage is from 1978 to 1993. Wei Yudong called this stage a "small test". At present, the main form of rural tourism is farmhouse music, which is relatively simple.
Regarding the origin of farmhouse music, a popular saying is that in the 1980s, Xu Jiyuan, a villager in Nongke Village, Pixian County, Chengdu, became a million households by planting Nandian bamboo. 1986, he converted his house into a traditional folk house in western Sichuan, and built flower beds around the house, placing all kinds of bonsai flowers and trees, which was very beautiful. At that time, the guests in the village will go to Xu Jiyuan's house for dinner. Xu Jiyuan used his own vegetables, tofu pudding, bacon and poultry to cook delicious farmhouse meals for guests. At first, Xu Jiyuan was embarrassed to collect money, and guests were free to eat at home. 1993, the owner of a travel agency came to JOE compound by accident. He suggested that Xu Jiyuan start charging, and promised to provide tourists for JOE Courtyard through a one-day tour of suburban counties in Chengdu. Since then, JOE Courtyard has embarked on the road of modern farmhouse management. Since then, farmhouse music has blossomed everywhere and developed rapidly.
The second stage, from 1994 to around 2003, Wei Yudong called it "exploring norms". This stage is also the real beginning stage of rural tourism, mainly manifested in the rise of rural holiday economy.
The mid-1990s was the turning point of China's economy. In order to give the public more time to travel and boost the economy with consumption, the state began to adjust the vacation system, and began to implement the "1+2 vacation system" on 1994, that is, weekends and weekends; From 1 May 9951to the weekend; 1999, Spring Festival, "May Day" and "Eleventh Day" were adjusted to seven-day long holidays; In 2000, the State Council Document No.46 defined the concept of "Golden Week".
Wei Yudong said that if the development of rural tourism in the previous stage was mainly spontaneous by the people, then the biggest feature of this stage was that the government began to consciously and vigorously promote the development of rural tourism. The second feature is that rural tourism is in the primary stage, and everything is simple or even rudimentary. With the demand, the policy is very powerful, but the supply cannot keep up. Specific performance, Wei Yudong believes that the most prominent are three aspects: the format is repetitive and single, food safety can not be solved, and integrity is a big problem. Rural tourism was criticized by consumers before it became a real industry. Of course, in order to solve these problems, the state and industry have also made a lot of efforts. For example, in 2002, China promulgated the "National Acceptance Standard for Industrial and Agricultural Tourism Demonstration Sites (Trial)", and the industry gradually entered a relatively standardized track. Rural tourism soon entered the third stage.
From 2004 to 20 12, it is a stage of continuous improvement of rural tourism.
In 2004, the No.1 Document of the Central Committee once again focused on the issues concerning agriculture, countryside and farmers. Wei Yudong believes that "this adjustment is a directional adjustment from the perspective of redefining the relationship between urban and rural areas and redefining the relationship between workers and peasants. Later, it was also proved that this adjustment has generated enormous energy. "This energy will soon be transmitted to the construction and development of rural tourism. The Fourth Plenary Session of the 16th CPC Central Committee held in September 2004 formally put forward the concept of "building a harmonious socialist society". In the same year, China began to abolish the agricultural tax. In 2005, the Fifth Plenary Session of the 16th CPC Central Committee once again put forward the concept of "new socialist countryside" and gave it new connotation. A series of major policies have also been introduced, such as the policy of "orderly transferring the contracted management right of land and developing moderate scale operation of agriculture" implemented in 2005. These policies have directly promoted the development of rural tourism and made rural tourism a fashionable word.
At this stage, a large amount of social capital has been invested in rural tourism, a "new industry", and new formats are constantly emerging. Wei Yudong believes that this stage has two characteristics: First, the supply side is increasingly colorful. The former National Tourism Administration designated 2006 as "China Rural Tourism Year" and put forward the slogan of "New countryside, new tourism, new experience and new fashion". Data show that in 2006, under the initiative of the former National Tourism Administration, 359 "National Agricultural Tourism Demonstration Sites" were established nationwide, covering 3/kloc-0 provinces (autonomous regions and municipalities), covering agriculture, forestry, animal husbandry, fishery, planting, aquaculture and processing industries. Second, the policy supply has accelerated. From 2006 to 2009, a series of policies were successively issued: in August 2006, the former National Tourism Administration issued the Guiding Opinions on Promoting the Development of Rural Tourism, proposing that rural tourism is an important way to "promote agriculture through industry and bring rural areas through cities"; In 2007, the former National Tourism Administration and the former Ministry of Agriculture jointly issued the Notice on Vigorously Promoting the Development of Rural Tourism in China. In 2008, the state revised the "Golden Week" system again, adjusting three long holidays to "two long holidays and five short holidays", legalizing the paid vacation system, and gradually releasing the holiday demand of residents; In 2009, "Opinions on Accelerating Tourism Development" put forward the project of enriching the people by rural tourism, which directly promoted the management mode of rural tourism to be more scientific, reasonable and diversified.
The fourth stage is from 20 13 to now, which is the "rapid development" stage of rural tourism. Looking back on this period of history, he felt that the construction of beautiful countryside had played a great role in promoting the progress of rural areas in China, and its influence and effect "exceeded all imagination when it was originally designed". "The construction of beautiful countryside has made the rural areas in China' beautiful' quickly and truly, including the beauty of environment, humanity and rural life, which has spawned a large number of beautiful industries-rural tourism is an important part of it. The construction of beautiful countryside has provided unprecedented conditions and possibilities for rural tourism from its' soil', core, concept and resources. " Wei Yudong said.
Wei Yudong believes that this stage also has two major characteristics: First, the construction and development of rural tourism has ushered in a golden period and achieved rapid development. One sign is that in 20 16, the number of tourists received by rural tourism in China reached 2 1 100 million, accounting for nearly half of the total number of tourists received in China. Second, tourism complex has become a trend. The symbol is the rise of global tourism, pastoral complexes and characteristic towns.
Rural tourism plays an important role in rural revitalization.
After nearly 40 years of development, the variety of rural tourism products is increasing and the industrial system is constantly improving, which not only attracts more and more domestic tourists to enter the countryside, but also becomes a good place for urbanites who work and live in a fast pace to relax and relieve mental stress. It has also won the favor of many international tourists and become the best way for them to understand and experience the culture of ancient villages in China. Going to the countryside and enjoying a slow life is becoming the lifestyle of a new generation of urban young people.
The relevant person in charge of the Ministry of Culture and Tourism said that at present, there are six main modes of rural tourism in China: scenic spots drive development, folk culture drive, rural accommodation drive, ecological resources drive, pastoral sightseeing and leisure drive, and tourism poverty alleviation growth. According to the requirements of the State Council documents such as the "Thirteenth Five-Year Plan" for tourism development, since 20 19, the Ministry of Culture and Tourism and the National Development and Reform Commission have carried out the construction of the national list of key rural tourism villages, and successively launched two batches of 1000 national key rural tourism villages. 202 1 The No.1 document of the Central Committee, Opinions of the Central Committee of the Communist Party of China and the State Council on Promoting Rural Revitalization in an All-round Way and Accelerating the Modernization of Agriculture and Rural Areas, puts forward the idea of "accelerating the integrated development of urban and rural areas within counties", emphasizing "building towns into regional centers serving farmers and realizing the complementary functions of counties and villages", "giving full play to the role of small towns in connecting cities and serving villages" and "actively promoting the expansion of power to strengthen towns and planning to build a number of key towns". On the basis of 1000 national key rural tourism villages, the Ministry of Culture and Tourism expanded the list of key rural tourism villages into the list of key rural tourism villages, and formulated the Work Plan for the Construction of the List of Key Rural Tourism Villages.
China rural tourism key villages cover a large number of traditional villages, historical villages and characteristic ethnic villages. 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.
Developing rural tourism is not only an important way to realize the prosperity of rural industries and the prosperity of villagers' lives, but also conducive to creating an ecologically livable space and promoting the revival of rural civilization. It has played an important role in accelerating the modernization of agriculture and rural areas, integrating urban and rural development, improving the rural environment, and getting rid of poverty in poor areas.
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. Take Xianrendong Village in Yunnan, a key rural tourism village in China, as an example. The village 186 homestays have become an important carrier to show the local natural features and Yi culture. Villagers have achieved poverty alleviation by operating homestays and carrying out rural tourism reception. 196 households 98 1 middle, 8 10 is tourism professionals, and the per capita annual income of villagers is 50,000 yuan, which is 65,438.
In addition to economic benefits, key villages have achieved good results in promoting villagers' employment, improving living environment, building digital villages and improving infrastructure by developing rural tourism. According to monitoring, rural tourism has become the main employment channel for villagers in key villages, and the average contribution of rural tourism employment is 47. 1%. In the first quarter of 2002/kloc-0, the average expenditure on environmental protection in key villages was 420,000 yuan, the coverage rate of centralized collection points of domestic garbage was 97.6%, and the proportion of farmers accessing domestic sewage treatment facilities was 7 1.4%. In the construction of smart rural tourism, key villages play an exemplary role. The coverage rate of wireless network in business premises is 88.7%, and 82.6% of business households have online payment and reservation systems. There are 3.9 sports fitness places and 4.8 amateur cultural organizations in key villages, which effectively improve the quality of life of villagers.
The fourth employment space for farmers
"There is no doubt that there is a positive correlation between the development of rural tourism and the great progress of the countryside." Wei Yudong said. In his view, more and more rural tourist parks have become an important embodiment and guiding place of "rural beauty", which is subtly influencing and changing the face of the countryside; Rural tourism has become an important emerging industry in rural industries, which has made unique contributions not only to the richness of rural formats, but also to the development of connotation. Rural tourism also plays an important role in the cultivation of farmers-rural tourism provides new and important employment space for farmers, and many people who leave the countryside, especially young people, return to their hometowns and enter the rural tourism industry.
Khun Sa Village belongs to Qiankou Town, Huizhou District, Huangshan City. Liu Lihong, secretary of the Party branch of Khun Sa Village and director of the village committee, said that chickens, ducks and cows in the village used to run around and stink everywhere. He took the lead in mobilizing villagers, improving the environment of villages, focusing on solving dirty, chaotic and poor problems, building infrastructure, and beautifying the living environment of villages while facilitating the masses. Nowadays, there are many Huizhou buildings in the village, and the green water reflects the green hills, which is a refreshing pastoral scenery. On 20 19, Khun Sa village was rated as a provincial model village in beautiful countryside. Good environment and infrastructure further promote the development of tourism in Khun Sa village. "Many tourists will come to the village, stay in our farmhouse, pick, fish, experience farming culture, and all kinds of local products in the villagers' homes are also very marketable. Now many villagers don't need to go out to work, and 70% are working in the village. " Liu Lihong said.
Wei Yudong pointed out that rural tourism is a highly professional industry and needs all kinds of professional training. Because of this, the development of rural tourism makes a large number of rural farmers grow into new professional farmers, even technical craftsmen or important management and operation talents. The development of rural tourism has carved the countryside from all aspects, making the countryside a more modern village. Wei Yudong called the new rural service represented by rural tourism the "fourth employment space" for farmers. In the future rural revitalization, rural tourism will play a unique and important role. With the full implementation of the rural revitalization strategy, rural tourism will also usher in a period of great historical opportunities.