Cultural Tourism Trend Sweeps Through Zhejiang’s Countryside

Wang Na, a girl from Xi'an, Shaanxi, has always longed for the "Picturesque and Dynamic Zhejiang." This time, she finally made the trip, packing her bags in advance to come to Zhejiang and experience the local customs and culture. During the May Day holiday, Zhejiang embraced a strong wave of cultural tourism, welcoming tourists from all over. The reporters found that this trend was particularly vibrant in the countryside.

In Quzhou, western Zhejiang, the local government launched the "Fun in the Countryside" series of activities early on. From April to October, there are monthly themes, weekly activities, and daily highlights, making the countryside attractive, lively, and popular. This not only expands the platform for public cultural activities and showcases Quzhou's rural cultural charm, but also attracts crowds to develop rural cultural tourism economy and creates diverse consumption scenarios. Recently, many local entities have frequently posted articles on their official WeChat accounts, showcasing their specialties.

Visitors can see the blooming azaleas in Baizhang Village in Yuhang, Hangzhou, experience rural camping in Jiande, join the "Dopamine Market" in Lizu Village, Yiwu, drink "village coffee" in Anji, Huzhou, or pick cherries in Tongshan Town, Zhuji. On various social media platforms, strategies for rural tourism in Zhejiang are rapidly gaining popularity. Especially among young people, instead of visiting popular tourist spots, they prefer "reverse tourism" to relax immersively in the countryside.

"All nine rooms were fully booked from April 30 to May 3, with guests coming from out of town," said Lei Fuzhu, the host of "Shan Yu Jian," a tea-themed guesthouse in Jingning County, Lishui. To provide a more diverse experience for guests, Lei Fuzhu offers an experience of picking tea in the mountains and processing it to them. Tea tables and snacks are also set up in the courtyard. "It's these activities that make the customers very loyal, many becoming my 'tea fans.'"

In parallel to the tranquil setting of tents and canopies nestled upon patches of lush grass, Xu Jiangang, the head of the "Yanran Valley" camping site in Jiande, is bustling with activity. Over 30 cabins and tents in the base were completely reserved during the May Day holiday. Situated at an altitude exceeding 500 meters, visitors revel in the breathtaking daytime vistas and are captivated by the enchanting stargaze at night, making it irresistible.

According to reports, just before the May Day holiday, Jiande meticulously designed and launched seven major camping sites, capitalizing on its unique landscape and scenic advantages. Each site features highly interactive and visually appealing experiences. Unlike the camping trend of recent years, camping now embraces a lifestyle approach, blending outdoor sports, cultural experiences, and culinary pursuits. This shift has expanded the offerings from "half-day tours" to several days of "deep tours."

Why travel all the way to Zhejiang's countryside when there are rural areas everywhere? Wang Na candidly explained that it's the unique charm that draws her in-the seemingly ordinary scenic spots that hide intricate "thoughtful surprises." The deeper you explore, the more treasures you uncover. For instance, she is heading to Anji County, enticed by the renowned "village coffee."

Anji, a small county with a population of less than 600,000, boasts over 300 coffee shops, a density higher than many large cities. Among them, the "Deep Blue Plan" cafe, which was transformed from an abandoned quarry, sold a record-breaking 8,818 cups of coffee in a single day, setting a national record for single-day sales by a single store. According to incomplete statistics, in 2023, Anji's rural coffee shops attracted approximately 5.5 million tourists, generated over 100 million yuan in revenue, and increased the village collective income by more than 8 million yuan.

Cheng Shuoqin, the head of the "Deep Blue Plan" cafe, believes that their team sells not just coffee, but also the surrounding scenery and ecology. Encircled by mountains, rice fields, heart-shaped lakes, clear pools, and rose gardens, the cafe features over 50 photogenic spots. Every corner offers a picturesque backdrop, making photos with a cup of coffee a must. Once these photos spread online, they attract a new wave of visitors.

Whether it's the camping craze or the popularity of "village coffee," these trends did not emerge out of nowhere. The significant influx of visitors is valuable, and the key is converting this traffic into a comprehensive rural economy encompassing dining, accommodation, travel, shopping, and entertainment. This success is rooted in Zhejiang's 21-year-long "ThousandVillage Demonstration and TenThousandVillage Renovation" project, which has enabled countless beautiful villages to thrive. Additionally, an increasing number of young people are returning to their hometowns, infusing the countryside with new vitality and boundless creativity.

During the May Day holiday, many places in Zhejiang launched measures to benefit the people, such as consumption vouchers, catering and accommodation discounts, etc.There were 184 major events, including cultural exhibitions, festivals, and cultural tourism markets. It is reported that currently, the province has built 11,500 "scenic villages," with a coverage rate of 56.5%. In the future, all regions are accelerating the deep integration of rural cultural tourism, innovating and developing more immersive and interactive experience projects to attract tourists and make them feel, "I must visit this place and stay an extra night."

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