Economy

Creating distinctive features of rural tourism and integrating agriculture, culture, and tourism to expand new consumption spaces

2026-05-02   

On the first day of the May Day holiday, Ms. Zhang, a resident of Beijing, drove her family to Taihou Village in Wangxinzhuang Town, Pinggu District, where a good luck culture immersive experience project was being held. Children especially enjoy touching peach trees and turning stone mills to experience agricultural culture. I also made a wish under the peach trees. The villagers' faces were always smiling all the way, and there was a strong smell of smoke and fire. At that time, representative inheritors of intangible cultural heritage also tasted the sweetness brought by the integration of agriculture, culture, and tourism. Near noon, the "Peach Cake Eating" spot of the farmhouse was full of fragrance. Aunt Li, a villager who was spreading pancakes, was too busy to look up: "Since 9 o'clock in the morning, my hands have never stopped! Compared with the usual daily sales of more than a dozen pieces, nearly 200 pieces were sold this morning." The booth of the empress dowager's Paper Cuttings successor, Sister Jia, was also crowded with people, and dozens of works were sold in just half an hour. The word 'fu' is very popular among tourists. In the past, they thought that old crafts had no market, but now it seems that as long as they find the right way, what the older generation left behind will be loved by young people. The integration of agriculture, culture, and tourism is rooted in agriculture, rooted in culture, and driven by travel. This year's No. 1 central document proposed to deepen the integration of agriculture, culture and tourism, promote the upgrading of rural tourism, and develop the "small and beautiful" cultural and tourism industry. In the first quarter of this year, rural leisure tourism flourished. The holiday economy, experience economy, and other industries have driven the expansion of diverse new scenarios for rural consumption. Many people choose to participate in intangible cultural heritage experiences, folk tourism, and catch up with large-scale integration in rural areas. Spring outings, flower appreciation, photo taking, and check-in have also become popular activities. According to data from the National Bureau of Statistics, the per capita disposable income of rural residents in the first quarter increased by 5.4% year-on-year, which is 2.2 percentage points faster than that of urban residents. Among them, wage income and net operating income contributed more than 70% to the increase in income. Farmers' "wallets" are becoming increasingly abundant, thanks to the clustering of rural industries, attracting external capital, awakening "dormant" resources, opening homestays, village cafes... stimulating innovative elements to efficiently react and circulate in the industrial body like active molecules. We are not planning an event, but defining a culture. Let the countryside no longer be a fleeting scenery, but a place where you can stop, touch, take a bite, and make a wish. ”Wu Di, founder of Jiedao (Shenzhen), who jointly participated in the immersive experience project of good luck culture in Empress Dowager Village, told reporters that making villagers the protagonists and allowing urban and rural areas to travel in both directions in "good luck" is what rural revitalization should be like. The attractiveness of rural tourism lies not only in its natural scenery, characteristic agriculture, and ancient town architecture, but also in the unique cultural memories it carries. The immersive activity route of 'Empress Dowager's Twelve Styles' in the village, based on Liao and Jin culture and jointly designed with Jiedao (Shenzhen), connects rural tourism, intangible cultural heritage stalls, idle old objects, and cultural sites along a 2-kilometer circular village road. It guides tourists to visit every corner of the village and evenly covers every participating villager's home, "said Ma Dongli, Secretary of the Taihou Village Party Branch. The integration of agriculture, culture, and tourism is not simply physical addition and subtraction, but through service restructuring, policy innovation, and resource integration. The May Day craze continues, and the laughter in the village alleys, the aroma of pancake stalls, and the shutter sound of tourists checking in and taking photos together form the most touching fireworks atmosphere in the countryside, writing the characteristic article of rural tourism. (Looking into the New Era)

Edit:momo Responsible editor:ChenZhaozhao

Source:People's Daily Online

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