Rural tourism operators urged to upgrade service

BEIJING — Despite the summer travel season winding down, bed-and-breakfast businesses in Mogan Mountain in East China's Zhejiang province remain a hive of activity.

"We recently hosted a group of screenwriters who booked more than 40 rooms," said Shen Jiangrong, vice-chairman of the Moganshan B&B industry association.

Nestled in the province's Deqing county, Mogan Mountain is a summer resort with more than 800 B&B businesses, many of which are run by residents.

The area's stunning scenery and tranquil atmosphere attract both domestic tourists during peak travel periods and creative professionals like scriptwriting teams, who often stay during the offseason to find inspiration, write and hold creative discussions.

"Our room rates range from 980 yuan ($138) to 2,280 yuan," said Xu Langyue, a villager who transformed his house into a B&B in 2019.

Across China, the growing tourism industry has boosted rural economies, attracting both domestic and international visitors.

In Dazhai village, located in southern Guangxi Zhuang autonomous region, tourists flock to experience the region's distinctive ethnic culture and terraced landscapes.

"I was amazed by the harmony between agriculture, ecological protection and cultural tourism," said Ludger Oelck, a tourist from Germany, who visited recently.

Recognized as one of the "Best Tourism Villages" by the United Nations World Tourism Organization in 2022, Dazhai welcomed 708,000 tourists in 2023, generating a collective income of 7.25 million yuan.

Fenghuangshan village in Tongling, Anhui province, is a core production area for Paeonia ostii, or fengdan in Chinese, a variety of peony flower native to China, which is known as a herbal and oil source. The village has a history of cultivating fengdan, which can be traced back more than 1,600 years. It is also the first in Tongling to be granted the geographical indication trademark for the peony variety.

Leveraging its peony resource, the village has combined tourism with fengdan plantations.

Walking along a 2.5-kilometer riverside trail, visitors can admire the winding river, a vast expanse of fengdan flowers and appealing landscape. They can taste a special peony-featured latte and enjoy the unique cultural charm of the village.

In Yunshe, a Tujia ethnic village located at the foot of Fanjing Mountain in Tongren, Guizhou province, the ethnic customs and culture, coupled with its tranquil landscape, have become a draw for tourists.

The development of rural tourism is not just about welcoming guests in but the need to offer tourist products that feature cultural experiences, ecological protection or health preservation, industry experts said.

They suggested increasing efforts for the preservation, utilization and development of cultural heritage. They also called for the use of advanced technology to improve digital archive systems to preserve and showcase local opera genres, traditional cuisine, customs and festivals.

In response to diverse demands from tourists, rural tourism operators need to delve into local resources and focus on developing differentiated brands, they noted.

Xinhua - China Daily