Enthusiasm for rural tourism in China has been growing in recent years, injecting new vitality into the country's rural revitalization efforts and allowing business operators to create personalized brand identities and achieve sustainable development tailored to the local conditions.
Among those taking advantage of the rising tourist demand is Zhang Ying, who runs a guesthouse on the island of Daishan in east China's Zhejiang Province, which is part of the Zhoushan archipelago.
Zhang has set up her business in her hometown of Shuanghe Village, also known as the "Sea Garden Village." In the past, this isolated land relied primarily on fishing. But the large consumption of natural resources prompted the search for more sustainable development paths, leading to the growth of tourism in the area.
Zhang said she takes pride in preserving and cultivating a pleasant ecological environment, which is seen as one of the major attractions for tourists looking to escape the bigger cities.
"In my courtyard, all the flowers and plants are grown by me. This atmosphere makes me feel comfortable because everything is decorated according to my ideas and what I like," said Zhang.
Another distinctive feature of Shuanghe Village are its old-style houses, which offer a nod to the area's mining past. Residents here, who were largely quarry workers, built their homes with stone, and these sturdy houses maintain a comfortable temperature all year round.
"In the past, if you lived in a tiled house made of stacked stones that is a single-story building, people would think you had poor living conditions. Now it's different. Having an old stone house makes you look like a wealthy person," said Zhang.
The abundance of fishery resources also helps contribute to the village's tourist experience, with businesses here able to serve up an array of dishes straight from the sea.
"If you stay here for a week, we can serve different types of fish every day. Our catering focus on seafood, because Zhoushan's seafood is among the best. Nationwide, Zhoushan's seafood is the most delicious," said Zhang.
Natural resources and cultural heritage have been given pride of place in the countryside. Shuanghe Village is home to six such guesthouses, which rake in an average monthly income of around 250,000 yuan (about 35,000 U.S. dollars), during peak tourist season.
The thirst for rural tourism has also given a welcome boost to other businesses in the area, such as cafe owners and leisure activity organizers.
"Now, the newly-opened milk tea shop, coffee shop, and fishing park allow tourists to spend more time here, making our village look completely refreshed," said a Fu Haowei, a local resident.
These changes have enabled residents to start new business endeavors, find employment, and increase income right on their doorstep, showcasing the impact of combining the strengths of the local industry to boost rural economic development.
Rural tourism on rise as island guesthouse delivers local charm to visitors
