In the past two years, the business cards of Sichuan Wenlv were unexpectedly out of circulation.

Ding Zhen, who can only speak Tibetan, comes from Litang, Sichuan, and shows the people all over the country the original landform and customs hidden in western Sichuan. Li Ziqi, who has been imitated for a long time, conquered both at home and abroad by returning to washing my hands to make the bridal soup. They live in seclusion in the mountains and countryside, but they live out the ideal life that millions of netizens yearn for.

after staying in the city for a long time, the countryside has become an open space for people to "get back to nature", and the life they yearn for has become more accessible, and rural cultural tours are also thriving in this demand.

In recent years, the number of leisure agriculture and rural tourism in China has shown a rapid growth trend. At the moment when the focus of the work on agriculture, rural areas and farmers has shifted to comprehensively promoting rural revitalization, promoting the integration of literature and tourism has become a great help to play the March of rural revitalization.

the countryside has gradually become the main battlefield of domestic tourism consumption.

In recent years, with the development of economy and the increase of income, urban residents who travel on weekends and holidays are more inclined to choose the surrounding "country tour", and more and more farmers have joined the trend of promoting agriculture through cultural tourism.

data show that in recent years, the number of leisure agriculture and rural tourists in China has shown a rapid growth trend, from 72 million in 212 to 2.8 billion in 217, with a compound annual growth rate of 31.2%. At present, the number of rural tourists accounts for more than 5% of the number of domestic tourists. According to the "National Rural Tourism Development Monitoring Report (First Half of 219)" by the Ministry of Culture and Tourism, the total number of rural tourists in the first half of 219 reached 1.51 billion, an increase of 1.2% year-on-year; The total revenue was .86 trillion yuan, up 11.7% year-on-year.

the change of consumption structure and consumption pattern of urban and rural residents has promoted rural tourism to become a new consumption position. Developing leisure agriculture and rural tourism is also an effective way to achieve agricultural efficiency and increase farmers' income.

As a national key village for rural tourism, Wuxing Village, Baitou Town, Chongzhou, Chengdu, has successfully introduced five-star Spring Hotel and Leisure B&B to settle in the new village through the Internet platform since 216, which has led to the landing of 54 special projects and 64 hotels and B&Bs, such as Yiman Garden, Fenggu and Chujian, which have well supported the development of rural tourism. Take the Five-Star Spring Hotel as an example, the village collective shares in the form of fund participation, and receives guaranteed dividend income of more than 2, yuan every year.

the vigorous development of rural tourism has also attracted more than 5 people in Wuxing village to start businesses successfully, and also promoted more than 6 local people to find jobs, achieving an annual income of 18 million yuan in labor services, and the per capita disposable income of the village increased from 11,3 yuan in 215 to 3,7 yuan in 219.

Li houqiang, a well-known economist and secretary of the Party Committee of Sichuan Academy of Social Sciences, believes that "with the upgrading of people's consumption structure and the transformation of consumption patterns, the value of rural tourism, rural houses, rural culture and rural ecology will inevitably increase day by day, and the space for agricultural and rural development will continue to expand."

As a tourist province with rich resources such as Sanxingdui, Jiuzhaigou, Giant Panda, Ding Zhen, Li Ziqi and online celebrity IP, rural tourism has become an important breakthrough for rural revitalization in Sichuan. "The annual number of tourists received by rural tourism in Sichuan Province has already exceeded 3 million, and the total income of rural tourism has reached 2 billion." The relevant person in charge of the Sichuan Provincial Department of Culture and Tourism said.

It is understood that at present, Sichuan Province has successfully established 19 national demonstration cities and counties for leisure agriculture and rural tourism, 33 beautiful leisure villages in China, 127 provincial-level demonstration agricultural theme parks and 3 provincial-level demonstration farms. Rural tourism, represented by leisure agriculture, has increasingly become a sunrise industry for promoting agriculture, enriching farmers and beautifying rural areas.

the countryside is everywhere. how to attract the most guests?

Whether it's Baima Village in Gulin County of Luzhou or Yunyun Ranch in Abali County ... In recent years, a number of rural tourism online celebrity punch cards have emerged in Sichuan, but in the context of intensified homogenization competition, rural tourism can only be full of vitality if it has a "soul" and "colorful folk customs and ecology" according to local conditions.

as we all know, the attraction of rural tourism is not just natural factors. Therefore, the most important thing to inject lasting vitality into rural tourism, as experts say, "is the flesh and blood and soul born and raised in Sri Lanka, and the cultural essence should be the traditions, customs, ways of life and ideas formed in local life activities." That is to say, it must have unique cultural characteristics.

Mingyue Village, located in Ganxi Town, Pujiang County, Chengdu, is a tea horse ancient post in the Tang and Song Dynasties. In recent years, relying on the advantages of natural geographical environment and traditional culture, through reform and innovation, it has cultivated and guided villagers to fully tap the charm of folk culture such as pottery, dyeing, weaving, etc., developed and formed the characteristic industries of Leizhu, tea industry and pottery, promoted the deep integration of agriculture with culture, tourism, traditional handicrafts and other industries, and on this basis, developed across the border to cultural creativity and rural tourism.

With its uniqueness and inclusiveness, Mingyue Village has won many honors, such as "China Rural Tourism Maker Demonstration Base" and "219 Sichuan Rural Revitalization Strategy Demonstration Village". It is considered as one of the most successful models of rural tourism projects in China in recent years, and it has also become a well-known online celebrity Village, attracting an endless stream of tourists to punch in.

In 22, Mingyue Village received 23, tourists, and the rural leisure tourism income reached 33 million yuan, driving the per capita disposable income of the village to increase from 11, yuan in 213 to 27, yuan.

even if you are rich in cultural resources, you can't completely "rely on mountains and rely on water to eat water", but you need to manage with your heart.

The Qiao Family Courtyard, located in Qiaojiabao Village, Qixian County, Jinzhong City, Shanxi Province, is an ancient house with the traditional architectural style of the northern Han nationality. It is known as the saying that "the royal family has the Forbidden City, and the houses look after the Qiao family". In November, 214, Qiaojia Courtyard was successfully selected into the 5A-level scenic spot, and became the income-generating weapon and the largest IP for Qiaojiabao Village to promote rural revitalization through cultural tourism.

However, due to many problems found in the inspection, such as single type of tourism products, over-commercialization, insufficient investment in safety and health, and the need to improve the comprehensive management of scenic spots, in July 219, the Ministry of Culture and Tourism announced that it would cancel the quality grade treatment of the scenic spots in Qiaojia Courtyard 5A, and its "golden signboard" was directly "confiscated".

Although the Qiao Family Courtyard has unique cultural characteristics and values, various problems in the tourism experience have also exposed the backward planning, design and operation management thinking. Therefore, to identify the "soul" of rural tourism, we should not only identify the characteristics, but also make good use of the characteristics and make a good transformation, so that tourists can "fall in love because of experience" and finally achieve lasting development.

in 1986, the first farmhouse in China was founded in Pidu Agricultural Village.

farmhouse music has changed the traditional rural development model for thousands of years. Farmers use their own houses to open farmhouses before and after, which not only increases income and makes them rich, but also enables rural tourism to rise. With the development and evolution of the times, rural tourism, including farmhouse music, has been changing and innovating.

if version 1. is a farmhouse meal, version 2. is a farmhouse meal with more entertainment activities such as riding and fishing, the software and hardware in version 3. have been greatly improved, with cultural connotations, and now version 4. has been upgraded to the level of life aesthetics and lifestyle.

It is understood that in order to cope with the escalating rural tourism market, some farmhouse operators in agricultural villages are no longer sticking to the rules, but actively seeking changes. By setting up a cultural travel company, they specialize in farmhouse reception, meetings and accommodation. At the same time, we will attract foreign investment, create high-end theme B&B and other tourism IP, and constantly enhance the attractiveness of passengers.

The small town of Gao Qiao, which is built with the core concept of "Emei Mountain Xiaxin pastoral holiday life model", has opened up another path for the integration of literature and tourism.

As a cultural tourism project integrating agricultural innovation, cultural innovation and rural revitalization, Gao Qiao Town relies on 2,388 mu of original ecological mountains, water, forests and fields under Emei Mountain to promote tourism with agriculture, and even allows tourists to directly experience the farming life of loosening soil and transplanting rice seedlings.

In addition, Gao Qiao small towns recruit villagers to participate in infrastructure construction, ecological pastoral construction and other work, and promote employment through agriculture. According to statistics, from December 219 to December 22, in one year, Gao Qiao towns employed nearly 2, people, driving the per capita annual income of local families to increase by more than 3, yuan.

in 219, the western area covering eight districts (cities) and counties in Chengdu, such as Pidu District, chongzhou city and Dayi County, was approved as the National Urban-Rural Integration Experimental Zone. In September, 22, Chengdu compiled the Implementation Plan of the National Urban-Rural Integration Development Experimental Zone in the Western Area of Chengdu, Sichuan, and planned to build the pilot area into a pilot area of ecological value transformation in the Yangtze River Economic Belt and a demonstration area of integrated development of agriculture, commerce, culture, tourism and sports by 225.

The rural work conference of Chengdu Municipal Committee held in March this year put forward that it is necessary to deepen the construction of urban-rural integration development pilot zone and insist on the integration of agriculture, business, culture and tourism as an effective way to realize rural revitalization. Highlight the ecological empowerment of "agriculture", the value logic of "business", the quality infiltration of "literature", the gathering and drainage of "tourism" and the brand agglomeration of "sports", focus on the new demand of citizens for outdoor consumption and healthy life, and take industrial functional areas, characteristic towns, forest plates in western Sichuan and greenway blue nets as carriers to promote the innovation of integration mode, the implantation of characteristic projects and the creation of multiple scenes as a whole to promote cultural creativity.

According to the insiders, Chengdu takes the coordinated promotion of the rural revitalization strategy and the new urbanization strategy as the starting point, and the interaction between urban and rural areas is growing, and the integration development is accelerated. While exploring the new path of rural revitalization, it has also injected new kinetic energy into its own construction of a park city.

Chen Qi, the "trader" of Mingyue Village in Pujiang, online celebrity Village and the general manager of Chengdu Qicun Cultural and Creative Co., Ltd., said that Mingyue Village will continue its orientation of "settling down and working as a home", consolidate industrial development, further promote the development of eco-agriculture, launch more and more attractive cultural and creative products, upgrade rural tourism more finely, and launch some customized tourism services to provide you with a better rural tourism experience.

Ecological construction, cultural excavation, perfect facilities and innovative experience ... promote the continuous integration and upgrading of cultural tourism, which is empowering the countryside to paint a splendid picture of comprehensive revitalization.