The number of tourists and tourism income has grown rapidly, and the brand demonstration effect has gradually appeared-
The good prospects of rural tourism (first-line survey·The key to rural revitalization lies in people)
Our reporter Su Bin, Li Maoying, and Wang Jintao
"People's Daily" (version 06 on April 12, 2021)
Core reading
In recent years, rural tourism has gradually become a consumption hotspot, effectively driving villagers everywhere to become rich and increase their income.
On the one hand, the number of rural tourists and tourism income is growing rapidly, and the attractiveness of the beautiful countryside and beautiful ecology is gradually increasing; on the other hand, relying on the rich rural cultural resources, various rural tourism brands continue to emerge, a scene of fiery and vivid rural tourism The picture scroll is slowly unfolding.
Make good use of green resources to drive wealth and income
In the spring afternoon, in Tianba Village, Yong'an Town, Zunyi, Guizhou, pine forest tea gardens are dotted in the distance, with green buds and leaf tips, and tourists are carrying baskets to experience tea picking.
Sun Deli is a leader in the local tea industry. He grew up in Tianba Village since he was a child. Although he is 70 years old, he is still healthy.
No matter how busy he is, he has to make a pot of tea every day to watch the buds slowly stretch, like a ballet in the water, flying up and down.
People are the key to rural revitalization.
Regarding the relationship between talents and rural tourism, Li Tianyi, a professor at Guizhou University for Nationalities, believes: “Rural talents are the carriers of rural culture. The inheritors of folk skills, custom activities, and food culture convey homesickness and cultural heritage; rural talents lead the country forward. An important force, batches of talents who understand the market and are good at business, continue to play a demonstrative role."
Sun Deli grows tea and is widely known locally.
Once the dams were short of water and drought, Sun Deli contracted barren hills, planted trees, and gradually became a major forestry player.
After serving as the mayor, he led everyone to find ways to revitalize the local natural resources.
Sun Deli dug up mountain soil and took it to Guiyang for laboratory tests. The results showed that the soil is acidic and rich in trace elements such as zinc and selenium. It is suitable for growing tea, but it is not easy to promote it.
"I don't have enough food to grow tea?" Some villagers didn't understand, so Sun Deli visited one by one and worked patiently. "The villagers are not rich, and are they short of money? Where does the money come from? You can only make a fuss on the land. "
As he said nothing, Sun Deli resigned from the mayor, planted tea on the barren hills he contracted, and devoted himself to planting tea.
After the picking, he took the tea leaves to Guiyang again. Upon examination, it was found to be rich in zinc and selenium. This is Fenggang zinc-selenium tea.
"Everyone only cares about the seeds, and I will sell them." Sun Deli decided to sell the goods to the province, but the price doubled several times.
Sun Deli took advantage of the situation to set up a company to develop tea planting into an industry with the model of "company + cooperative + member", benefiting more people.
Today, the entire Tianba has nearly 30,000 mu of tea gardens and 74 tea processing plants.
The same scene was also staged in Wulong Township, Shizong County, Qujing, Yunnan.
Lucho, Banjiang, Lamen, Jianglong, Niuwei... the place where the five rivers meet is Wulong Township.
Cascading waterfalls, bright green lakes, gardens full of fruits and scents... The five dragons surrounded by mountains and rivers are now infinitely beautiful.
In recent years, Wulong Township has vigorously developed the embroidery industry and has become a well-known tourism poverty alleviation demonstration township.
"Everyone is together, and I wish you all the best..." With the hum of stepping on the loom and sewing machine, a folk song was flying in the embroidery studio in the township. Yu Jingfeng, a villager in Shuizhai Village, Wulong Township, was leading everyone Flying needle routing.
Each piece of embroidery is intertwined with colorful silk threads, woolen threads, and gold threads, and becomes a characteristic tourist product.
Yu Jingfeng, in her 50s, is a leader in the local embroidery industry.
"In the village, everyone is good at embroidery, and the clothes are all made by themselves." Yu Jingfeng pointed to the embroidered piece on her body and said, "The clothes are based on green and blue, which represent the mountains and rivers of the five dragons."
Yu Jingfeng told reporters that the studio now has more than 90 embroiderers, some of whom are professional workers who work regularly, and there are also villagers who work piecework in their spare time in agriculture.
Boost local economy and inherit history and culture
“Tourists come all the way to different cultures. Only by creating cultural flavors can products attract more people.” Yu Jingfeng has a clear thinking.
Rural tourism is booming, and embroidery is more popular.
"With the Internet and express delivery, products sell better." Yu Jingfeng said, clothing, brocade, tassel pouches, tablecloths...the number of orders and products continues to increase.
Today, the studio sells as many as tens of thousands of embroidered clothing each year.
In the studio, Yu Jingfeng also separates the work area, product display area and experience area. “More embroidery cultural experience activities should be added to make tourists feel more fun.” Yu Jingfeng said.
The Maiji District of Tianshui, Gansu, which is thousands of miles away, has become more and more popular in tourism business because of the integration of cultural elements.
Walking into a ceramics workshop, the female worker's carving knife scratched the pottery tire, rustling.
"They are giving the pottery'beauty'!" said Fang Tianping, the chairman of Tianshui Hantang Maijishan Art Ceramics Co., Ltd. The pottery tire was out of the mold, and it was slightly flawed, or the seams were uneven, or the ornamentation was not obvious. After some polishing, it can be fired in the furnace.
The Maijishan Grottoes with a history of more than 1600 years is one of the four largest grottoes in my country. In 2014, it was successfully included in the "World Heritage List" as a site in the joint heritage application project of China, Kazakhstan, and Kyrgyzstan.
Relying on the tourist resources of Maiji Mountain Grottoes, local rural tourism has developed rapidly, and ceramic products have become characteristic tourist products.
Li Tianyi believes that the central and western regions used to be the most concentrated area of my country's poor population. However, due to the variety of rural types, unique natural scenery, and rich regional culture, rural tourism plays a major role in boosting local economy and inheriting history and culture.
Fang Tianping, who grew up in Sri Lanka, was in civil engineering, and it was not easy for him to transform into a cultural industry. He tried clay for more than a year.
"I don't know that the soil for pottery is also divided into acid and alkali." He looked around for soil and kept mixing.
"There are also molds, which must be carefully crafted, and you can't worry at all." Fang Tianping said.
The first batch of products came out four years later.
When the kiln was turned on and the pottery body was upright, Fang Tianping was happy from ear to ear.
But after a couple of days of happiness, I frowned again: Who is it to sell to?
Fang Tianping said that everyone who saw it said yes, but no one bought it.
"You can't smash your hands!" Fang Tianping hired a large truck to enter the Beijing exhibition.
"Amazing the audience, it was sold out. Do a good job of cultural propaganda, there is no worry about no market." Fang Tianping said.
Extend the industrial chain and accelerate transformation and upgrading
Nowadays, Fang Tianping participates in exhibitions.
Fang Tianping said: “Run more and watch more, and you will have a new understanding of tourism, culture and creativity.”
Audiences like Fang Tianping's pottery, they will never tire of it, but they want to buy it but they are too big.
Fang Tianping changed his mind and had to make products suitable for ordinary tourists to buy.
Fang Tianping decided to transform again, looking for an expert to hire a master, and start making miniature products.
The company immediately developed a product with a height of about 30 cm, which was very popular, sales increased, and employment increased.
"The workers are mostly nearby villagers." Fang Tianping said, employing more than 50 people at most.
Sun Deli also considers transformation.
"Selling tea must also sell scenery and engage in tea tourism as a whole!" As the scale of tea expanded, the local area gradually formed a characteristic scenic spot of "tea in the forest, and forest in the tea".
In the following years, Sun Deli built homestays, which also led many people to open homestays and farmhouses.
According to statistics, in the first quarter of this year, Tianba Village received a total of 101,200 tourists, with a comprehensive tourism income of 21.23 million yuan.
Because he loves tea, Sun Deli's son, Sun Liangmin, also returned to his hometown after studying.
"We have to go on from generation to generation." Sun Liangmin has successively innovated, and successively launched tea picking, tea making, tea learning, tea learning and other sections, adding new research and learning content, making the integration of tea travel more three-dimensional.
Yu Jingfeng is full of praise for the changes in his hometown from the poor rural areas in the past to the characteristic tourist towns.
"Dieshui Waterfall, Wuluo Lake, Baiguoyuan, embroidery, glutinous rice... Let the guests not want to go when they come, and they want to come when they leave. This is our goal."
Professionals analyze that the rural tourism chain is long, covering industry elements such as food, lodging, travel, shopping, entertainment, etc., attracting a large number of jobs, low entry barriers, and considerable income; at the same time, it is also an industry with less pollution, which contributes to the protection of mountains, rivers, forests, fields and lakes.
"In addition, rural culture contains elements of social governance, especially in the construction of rural culture and other aspects. Using these wisdoms well can help the revitalization of the countryside." Li Tianyi said.