“As the birthplace of Chinese farmhouse resort, rural tourism in Pidu District should go to a higher level and integrate itself better with industrial development.” Recently, Mr. Hu Bin, Party Secretary of Sichuan Provincial Tourism Development Committee, told our reporter that the development of rural tourism in Sichuan should start with “quality upgrading”, “culture excavation”, “product innovation” and “accommodating guests at night” when researching the development of rural tourism industry in Zhanqi Village, Pidu District, Chengdu.
Rural tourism development with many successful examples is one of the key tasks in the tourism supply-side structural reform and industrial integration development of our province. In an interview, the reporter learned that Yingxiu Town in Wenchuan County has been focusing on creating brands such as “culture of great love” and “healthy old-age care of Wenchuan” in its post-disaster reconstruction; Pidu District of Chengdu has actively promoted the upgrading of rural tourism and the development of industrial integration; Gongjing District of Zigong is also expanding new business format by “tourism+”.
Industrial Integration Yielding Rich Fruits
Wenchuan’s Black Tea Becoming Attractive Tourist Product
“Wenchuan’s post-disaster reconstruction is amazing. We should show the world its charm by inviting touristsaround the world here.” On March 1st, Mr. Hu Bin told the reporter near the site of Xuankou Middle School in Wenchuan that rural tourism in our province has been continuously upgraded in recent years, and the development of industrial integration has also shown good momentum.
Next to the site is the reconstructed New Yingxiu Town. In the past ten years, the business format of New Yingxiu Town has been enriched. Local residents began to involve in tourism with their newly-built houses, including well-equipped catering, inn, leisure and entertainment facilities, which has become popular in our province’s rural tourism.
The reporter learned from the Tourism Development Department of Wenchuan County that in recent years, Wenchuan has vigorously promoted rural tourism with the idea of “Forest in the South and Fruit in the North, Green Industry + Global Tourism (Healthy Old-age Care)”, thus forming a cultural experience of great love represented by Yingxiu, ecological recreation tourism by Shuimo, Sanjiang, Xuankou, folk culture tours by Miansi, Longxi, Yanmen,country experience tour by Dayu Cultural Festival and WenchuanSanbao Picking Festival. In 2017, Wenchuan received 6.015 million tourists with comprehensive income of2.7024 billion yuan.
The development of Wenchuan tourism is tightly integrated with the local tea industry. Due to its location on the ancient Tea Horse Road, Wenchuan has a long history of tea production, which has always been an important commodity for the “tea and horse market”. Now in New Yingxiu Town, Jiang Weiming, whohas devoted himself to the intangible cultural heritage protection and inheritance of tea,started the “Yinxiu People’s Tea” in Wenchuan County, created a brand of Bian tea and developed the “Great Tusi” black tea into a representative of the Xilubian tea,. Now, the black tea has not only boosted people’s income, but has also become a special tourist attraction.
Tongjiang County of Bazhong City is also making efforts to develop holiday resorts of healthy old-age care.
On March 1st, the construction of Yantingshan Tourism Resort Project started in Wenfeng Town, Tongjiang County, which will inject strong driving force into the development of its local rural tourism. The reporter learned that with a total investment of about 2 billion yuan, it will be built into a four-in-one tourism and holiday complex of “holiday tourism, rural tourism, sightseeing and a featured town”. With integrated function of high-end vacation, leisure and entertainment, mountain sports and ecological rehabilitation, it will become a model for rural tourism in northeastern Sichuan when it is completed.
Collective Economy Giving Birth to New Business Format
Beautiful Villages Retaining Overnight Visitors
“Hundreds of bowls of sweet dumplings are sold to tourists every day, and the income of thousands of yuan is owned by the village collective.” On March 1st, Liang Mingying, a villager who was selling glutinous rice dumplings at the entrance to Zhanqi Village, told our reporter that collective economy had been implemented for many years here, so more earnings means more sharing.
Since 2005, villagers here began to buy shares with their right of land contractual management, and then voluntarily concentrated their land on the newly established Zhanqi land cooperative. Subsequently, the village introduced a series of “one to three interactions” projects such as the Chengdu Qianzheng Bacteria Company with an annual output value of more than 100 million yuan and Fifth-season Mom’s Farm receiving more than 200,000 tourists annually. Its surrounding villages, such as Huohua, Jinxing, and Hengshan were positively influenced. A modern agricultural industrial park of 10000 mu will be built, and the tourism industry will be formed with a 5 season flower scenic spot as the core.
The exploration of collective economy model in Zhanqi Village to develop rural tourism has never stopped. GaoDemin, secretary of the Village Party Committee, told the reporter that Zhanqii Village will revitalize the collective assets of the Cultural Courtyard, ManjianghongBean Sauce Factory, and build itself as a complex of production, management, experience, tourism and entertainment. There are many beautiful new villages like Zhanqi Village in Pidu District. Among them, the rural scenery of the western Sichuan of Qinggangshu Village is popular. Youai Village,the birthplace of Chinese farmhouse resort, is making great efforts to build tourism projects such as navigation and parenting. The introducedPalm Caravans have become a gathering place for caravanning holiday and outdoor tourists, providing young tourists and families with more experience.
“In 2017, Pidu District received 13.2 million tourists; its tourism revenue reached 3 billion yuan.” Wu Hongyan, the deputy head of Pidu District, told our reporter that the number of tourists and tourism revenue received in the region last year had a growth of more than 10%, and the number of overnight visitors reached 4.2 million.
Foreign Tourists Making Sichuan Dishes
Rural Tourism Showing Local Cultural Charm
Each place has its own way of supporting its own inhabitants, and each area has its distinct culture. Therefore, how to integrate rural tourism better with local culture during its rapid development?
“This is not only a museum of Sichuan cuisine, but also a place where visitors can fully understand Sichuan cultures from excursion and experience, so foreign tourists are particularly interested in it.” On March 2nd, Zhang Huiqiang, Director of Sichuan Museum said so. In recent years, Pidu District has been excavating its local culture of “Pixian Bean Sauce” and providing a Sichuan cultural experience tour in Sichuan Museum, which is a combination of travel, shoppingand entertainment. Through making traditional Sichuan dishes like Kung Pao Chicken and Mapo Tofu, visitors from all over the world have felt the charm of classic Sichuan cuisine. Last year, Sichuan Museum received 20,000 foreign tourists from more than 30 countries.
In addition to “Pixian Bean Sauce”, azalea is also one of its distinctive cultures. Regarding the development of rural tourism in Pidu District, Hu Bin believes that it is necessary to vigorously implement the strategy of “tourism +” and industrial integration development, and pay close attention to “five major projects” of new business development, project attractionas well as brand building. Azalea culture should also be promoted to be recognized by the world. Singing contests and cultural parks centered on Wangcong Temple will be cultivated.
In the whole province, the combination of tourism and culture has made great achievements in recent years. In Zigongjing District of Zigong City, “tourism+” was employed to boost rural development and create a “beautiful country and local accommodation” eco-tourism industry. The Peach Blossom Poetry Club was established in Jianshan Scenic Area and regular poetry activities were held with many men of letters. The reporter has learned thatJianshan Scenic Area is striving to create special cultural tourism, adding thecultureof lantern to the natural scenery. Thenight-time excursion in the Spring Festival this year has attracted more than 166,000 people across the country, boosting tourism revenue by 21.58 million yuan.
