China launches rural place-naming campaign to boost tourism and preserve heritage

Chinese authorities have launched a nationwide rural place-naming campaign aimed at boosting tourism, preserving cultural heritage, and modernizing governance in the country's vast rural regions, according to a senior official.

Vice-Minister of Civil Affairs Tang Chengpei, speaking at a news conference in Beijing on Monday, emphasized the significance of rural place names in both governance and fostering connections between urban and rural areas, especially as rural tourism grows.

"These names encapsulate local residents' memories and are crucial for preserving our historical and cultural heritage," Tang said at the event hosted by the State Council Information Office.

The campaign, which began last year, seeks to support China's broader efforts to revitalize underdeveloped rural areas, strengthen rural industrial chains, and protect the environment. Inspired by Zhejiang province's Rural Green Revival Project — awarded the United Nations' Champions of the Earth Award in 2018 — the naming initiative has seen significant progress.

By August this year, over 430,000 rural location names had been standardized, 330,000 signs displaying those names installed, and 14.42 million building address plates affixed, according to ministry data.

Tang highlighted the importance of place names in promoting rural economic development, particularly through tourism. More than 9 million rural place names have been incorporated into navigation apps, allowing users to identify roughly 800,000 rural tourism spots, including homestays and fruit-picking orchards.

"Over 10 billion navigations have been conducted, greatly aiding rural residents in travel, facilitating road trips and deliveries, and streamlining the transport of goods from rural areas to urban markets," Tang said.

He added that the campaign's goal is to ensure a seamless flow of resources between urban and rural regions, contributing to rural revitalization and economic integration.