The Chinese government has recently issued its No. 1 Central Document of 2024, which outlines a comprehensive framework for the development of rural cultural tourism. The document emphasizes the need for innovative thinking in order to address the challenges faced by rural cultural tourism and to promote its overall revitalization.
One of the key points addressed in the document is the promotion of the integrated development of rural primary, secondary, and tertiary industries, as well as the prospering and development of rural culture. It recognizes the difficulties encountered in the practice of rural cultural tourism, such as the limited driving effects of the single model of villagers and village collectives participating in cultural tourism development, the dominance of “Internet celebrity villages” with large traffic but small retention, and the underestimation of the development of secondary industries.
To counter these challenges, the document puts forward new policy requirements and guidelines, emphasizing the need for long-term efforts and innovative thinking to promote the development of rural cultural tourism. It calls for a focus on increasing farmers’ income and transforming village collectives and farmers from “workers” into “partners” in the development of rural cultural tourism.
The document also stresses the importance of rejuvenating culture and promoting the symbiosis of culture and industry in rural areas. It aims to strengthen the creative transformation and innovative development of China’s excellent traditional culture and build it into the soul of rural cultural tourism.
In addition, the document highlights the need for cluster development of rural cultural tourism, which can effectively integrate rural characteristic resources and gather industrial advantages. It also emphasizes the potential of digital technology to empower the development of rural cultural tourism, focusing on the development of immersive experiential rural cultural tourism consumption content based on 5G, ultra-high definition, AR, VR, AI, and other technologies.
Overall, the document presents new thinking on the development of rural cultural tourism and emphasizes the need for innovative approaches to address the challenges faced in this sector. By promoting the integrated development of rural cultural tourism and embracing digital technology, the Chinese government aims to explore a path for rural cultural tourism development to promote the overall revitalization of the countryside.