Azheke village in the Honghe Hani and Yi autonomous prefecture, Southwest China's Yunnan Province Photos: VCG

At the recent fourth-quarter regular press conference launched by China's Ministry of Culture and Tourism, Wei Lizhong, an official with the ministry's resource development division, highlighted that "in recent years, rural tourism has increasingly become an important driving force aimed to meet the needs of tourists, boost the tourism market, promote county-level economic development, and expand urban and rural consumption."

As rural tourism continues to gain popularity, traveling to the countryside has become a favored holiday choice for an increasing number of tourists. Tang Xinyuan, a young media worker who has just recently traveled to the town of Shuangqiao in Huzhou, East China's Zhejiang Province, told the Global Times that the charm of the Chinese countryside lies in the fact that "these are not mainstream destinations and they tend to preserve the original rural lifestyle."

Rural features

As a cultural lover, Tang told the Global Times that though Shuangqiao is a small town, it preserves some original Chinese architectural elements such as ancient bridges, and the local natural environment. 

The green environment, combined with diverse cultural heritages is one of the reasons that has made Chinese villages popular tourist destinations. 

In November 2024, seven rural areas in China were included in the latest batch of the United Nations World Tourism Organization (UN Tourism)'s "Best Tourism Villages" thanks to their unique cultural and natural characteristics. 

Among the sites included in the list feature Azheke village in Honghe Hani and Yi Autonomous Prefecture, Southwest China's Yunnan Province, Xiaogang village in East China's Anhui Province and Guanyang village in East China's Fujian Province. 

For example, Azheke village in Honghe Hani and Yi Autonomous Prefecture, showcases indigenous ethnic minority lifestyles. With its iconic tulou, a type of traditional architecture that is popular in Fujian Province, Guanyang village exhibits how traditional buildings can become new venues dedicated to performances and handicrafts of the Hakka people. 

"International metropolises like Beijing, New York, Tokyo, and Paris are more or less similar, featuring the same brands and shopping malls. However, the best reflection of the governance concepts unique to socialism with Chinese characteristics can be found in rural areas. These include local customs and traditions, distinctive food and cuisines, as well as changes in grassroots governance concepts," Zhou Yefan, founder of the China-Africa Youth Federation, told the Global Times. 

Festive options 

The bygone New Year's Day and the upcoming Spring Festival holidays are occasions that can kindle travelers' passion for rural exploration. In particular, now that China's Ministry of Culture and Tourism announced that it will further enrich the supply of high-quality rural tourism products and routes to promote rural cultural tourism and consumption activities during the two festivals.

This effort will focus on three key aspects such as the launch of nationwide rural tourism routes, which will all focus on the Spring Festival and promote historical and cultural heritages. 

In provinces such as Heilongjiang and Zhejiang, tourist routes were designed during the Spring Festival season to feature local archaeological sites such as the Ang'angxi and the Liangzhu ruins. These routes led visitors into rural areas to explore the origins and development of Chinese civilization.

In order to highlight the festive ambience of the Chinese New Year, a route called the "Happy Ice and Snow Carnival" was launched to provide winter entertainment.  Here visitors can experience the charm of winter sports in Beijing's Yanqing district, taste a steaming hot pot, and enjoy the view of exquisite handmade lanterns. This kind of unique experience blends local cuisine, traditional New Year customs and dynamic sports, offering a distinct way to celebrate the Spring Festival.

The ministry has launched a total of 68 rural travel routes to encourage more travelers to explore the cultural diversity of Chinese countryside. 
 
In recent years, the ministry, in collaboration with the National Development and Reform Commission, has identified 1,597 key villages and towns nationwide for rural tourism across four batches. Moreover, thanks to initiatives for digital transformation, artistic enhancement, and culinary upgrades in rural tourism, the development of products and service capabilities in these key villages and towns continues to improve.

"As a carrier of agrarian civilization, China's rural areas offer a wide range of perspectives for observing China," Zhou told the Global Times, adding that rural tourism also appeals to some international tourists.

When illustrating on how to further explore rural resources for the benefit of tourism, Du Hongjun, vice secretary-general of China Film and Literature Society, told the Global Times that through short videos, China's rural areas have built bridges to connect with the outside world. This connection includes linking rural resources with urban ones, such as the booming demand for agricultural products and the development of rural tourism. 

"The unique cultural heritage of China's rural areas is multidimensional," said Du.