Report sheds light on how China promotes rural tourism

By Zhang Rui
0 Comment(s)Print E-mail, October 23, 2021
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A new research report was released on Wednesday about how China promotes rural vitalization through tourism, along with reports about tourism development in river valley regions and tourism cooperation along the Belt and Road.

(From left to right) Li Xin, deputy director of International Poverty Reduction Center in China (IPRCC), Duan Qiang, chairman of World Tourism Alliance (WTA), Feng Litao, deputy director-general of the Bureau of International Exchanges and Cooperation under the Ministry of Culture and Tourism, and Liu Shijun, secretary-general of WTA, come together for the launch of "WTA Best Practices of Rural Revitalization Through Tourism" at a press conference in Beijing, Oct. 20, 2021. [Photo courtesy of WTA]

The World Tourism Alliance (WTA) released its 2021 research results in Beijing. As a part of a series of supporting activities for this year's celebration of the 50th anniversary of the restoration of the People's Republic of China's lawful seat in the United Nations, the release of "WTA Best Practices of Rural Revitalization Through Tourism" is of great significance. Its findings will benefit the promotion of rural vitalization, propagation of China's stories, facilitation of global poverty alleviation, and realization of sustainable development goals, said Duan Qiang, chairman of WTA.

As 2021 marks the start of effective transition from consolidation and expansion of achievements in poverty alleviation to rural vitalization, WTA has begun a new chapter in tourism-driven rural vitalization with the International Poverty Reduction Center in China (IPRCC) and World Bank. Together, they extensively solicited 120 tourism-related cases from different sections of society, eventually selecting 50 typical cases based on measurable results, innovation, replicability, positive social impact, sustainability, quality of materials submitted, and other criteria, which covered 31 provincial-level regions throughout the country.

The WTA then made four proposals through in-depth analysis, summarization, and study of the 50 cases. The first step was to build rural governance mechanisms characterized by "pursuing collaboration, participation, and common interests," and give play to the role of diversified entities. The second part involved exploring the areas' excellent rural culture and aesthetic values and creating a new integrated culture and tourism scenario. The third involved adhering to low-carbon, green, ecological, and environmental protection concepts and sticking to the path of green development. Finally, the fourth part involved creating an excellent environment to attract talents, thus accumulating an inner driving force for rural vitalization. 

Founded in September 2017, WTA is an international tourism organization initiated and established in China. The organization currently has 211 members from 40 countries and regions but is soon poised to approve 11 new applicants, making the total number of members 222. After four years of development, WTA has become a cooperation platform for dialogue and exchange in the global tourism industry.

According to WTA, it will continue to integrate its resources, cooperate with the IPRCC and World Bank, gather the strength of its members and partners throughout the world, facilitate the international community's focus on tourism-driven rural vitalization and related public welfare undertakings, and make persistent efforts in the realization of the mission of "Better Tourism, Better Life, Better World."

In addition, at the press conference held on Wednesday, the WTA also released the "Tourism Development Report on River Valley Civilization 2021," "Report on Development of Tourism Cooperation Along Belt and Road," and other findings. It also announced the launch of the first-ever online exhibition for the World Tourism Museum, the world's first comprehensive museum themed around tourism, situated in Hangzhou, Zhejiang province.

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