Cultural tourism empowers development of rural Hunan
2023-06-09
The harmonious integration of culture and tourism has cast a radiant light upon the lives of the village communities.
Rural revitalization
Long Xianlan, a resident of Shibadong Village, is currently engrossed in managing his parent-child amusement park. “The temperature is rising, and I need to prepare the swimming pool for operation.” With the recovery of tourism after the pandemic, Long is brimming with enthusiasm. “We haven’t finalized the exact opening date yet; it will depend on the weather conditions. However, we expect this year to be much better than the last.”
In November 2013, a targeted poverty alleviation “spring breeze” swept through Shibadong Village in Xiangxi Tujia and Miao Autonomous Prefecture, igniting a magnificent battle against poverty. The rural areas abound with cultural and tourism resources, with over 70% of the province’s high-quality cultural and tourism assets concentrated in impoverished areas.
The Hunan Provincial Department of Culture and Tourism implemented the innovative “tourism plus poverty alleviation” model, emerging as a frontrunner in the fight against poverty.
Shibadong Village led the way in exemplifying this model. By fully harnessing the pristine natural landscapes and unique ethnic characteristics, tourism development flourished. In 2021, the Aizhai-Shibadong-Dehang Grand Canyon Scenic Area achieved the prestigious status of a national 5A-level tourist attraction.
Leveraging tourism as a catalyst, multiple industries have thrived, propelling Shibadong Village to become a national hub for poverty alleviation exchanges and a symbolic landmark of the new era. In 2022, the village welcomed 259,800 tourists, with a per capita income reaching 23,505 yuan. The village’s collective economic income exceeded 3.8 million yuan, generating employment opportunities for 30,000 individuals in the surrounding areas.
According to statistics, the development of tourism has lifted all 1,641 targeted villages in Hunan out of poverty. Through the cultural and tourism industry, Hunan has, directly and indirectly, lifted over one million people out of poverty. Among the 100 poverty alleviation demonstration villages recognized by the provincial government, 32 are key poverty alleviation villages in the tourism sector.
New scenic areas
Setting foot on a new journey of rural revitalization, various regions in Hunan are actively harnessing their cultural and tourism resources. As a result, new scenic areas are emerging, bringing tangible benefits to the local villagers.
Qingyun Cave Scenic Area in Anhua County opened its doors to visitors on April 23, seamlessly blending landscapes with cultural elements. Drawing inspiration from Qu Yuan’s poetry collection “Nine Songs” and incorporating local folklore, the scenic area narrates the story of “Yunshang Jiuge”. The initial cave tour route spans approximately two kilometers and encompasses five prominent scenes.
Visitors can immerse themselves in the splendor of traditional Chinese culture through guided tours and interactive experiences. “During the May Day holiday, we welcomed 13,000 visitors and generated millions of yuan in revenue!” exclaimed Liu Xin, captain of the working team from the Hunan Provincial Department of Culture and Tourism stationed in Maluxi Village.
Simultaneously, the Yanziyan Scenic Area at Tianzishan Village in Yizhang County of Chenzhou City, also opened its doors to warmly receive guests. One-third of the construction funds for this scenic area were raised by the local villagers themselves, and the entertainment projects were contracted and operated by the villagers, too. Nearly 50 households in the entire village actively participate in various aspects of the scenic area’s operation, reaping collective benefits.
“I am once again astonished! I never imagined that Hunan possessed such breathtaking places!” In May 2023, Xu Man, manager of the Tourism Department at Macau Youli Travel & Entertainment Co., Ltd., strolled through Furong Town, a thousand-year-old ancient town perching by a waterfall, eagerly exploring in every direction.
Nestling amidst the mountains, this small town delves deep into the Tujia culture and has incubated an immersive cultural performance called “Blooming Furong·Tujia Carnival”. This production artfully merges 13 national-level intangible cultural heritage elements, including Tujia thatch dances, Youshui boatmen’s work songs, Tima divine songs, and bronze bell dances.
The Furong Town Scenic Area has served as a prime example of the integrated development of culture and tourism in Hunan in recent years. Over 2,000 “Blooming Furong·Tujia Carnival” performances have already been staged, attracting more than 3 million spectators and significantly benefiting the local villagers, extending beyond just accommodation and dining related to tourism. The investment group, Hunan Huaxia Investment Group, has also developed nearby attractions such as Red Stone Forest, offering all-season tourism appeal.
With the deep integration of culture and tourism, remarkable strides have been made. The awe-inspiring live performance of “The Peach Blossom Land” in Taoyuan County of Changde City, captivates a wider audience.
The Qu Yuan cultural brand in Miluo County of Yueyang City is gaining increasing prominence during the Dragon Boat Festival. The distinctive ethnic cultures of Yutou Dong Village in Huaihua City, Dehang Miao Village in Jishou City, and Yaodu Water Street in Jianghua, Yongzhou City, have been thoroughly explored, injecting robust vitality into local rural revitalization.
Red culture plays a pivotal role in the revitalization of rural areas in Hunan. The province boasts a total of 310 Red tourism sites. During the May Day holiday this year, 55 monitored Red tourism attractions welcomed 2,556,600 visitors, marking a remarkable year-on-year increase of 201.9%. The total revenue generated amounted to 195 million yuan, representing an extraordinary growth of 299.7% compared to the previous year.
Intangible cultural heritage
On June 2, the China Media Group held the inaugural ceremony for the grand cultural program “China’s Intangible Cultural Heritage: The Hunan Chapter” in Chenzhou City, Hunan Province.
Hunan boasts a remarkable collection of intangible cultural heritage with 137 items listed on the national representative list and 410 items on the provincial representative list. Additionally, nine items have been included in UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
These cultural gems, unearthed from various rural areas across the province, have not only become enticing attractions for rural cultural tourism but have also instilled a sense of achievement and honor in the practitioners, protectors, and inheritors of intangible cultural heritage. Furthermore, they serve as a cohesive force in fostering a shared cultural identity among rural communities.
Shi Jinqi, a dedicated inheritor of the Miao drum, steadfastly provides free drumming lessons for the village’s women and left-behind children. He has also formed the Pinglang Village Youth Drum Troupe, frequently showcasing their performances outside the village to earn additional income.
Shi passionately stated, “For some of these children and women, this may be their only opportunity to venture beyond the mountains. By playing the drum elsewhere, they are introduced to a whole new perspective on life.”
Originally a traditional quilt used by the Tujia people, Tujia brocade has been transformed into a fashionable product by Zhangjiajie Guaiyaomei Tujia Brocade Development Co., Ltd. This exquisite craftsmanship has found its way onto the runways of renowned fashion capitals such as Paris and Milan.
Zhang Tiantian, a representative, has not only successfully marketed the product but also embraced the reciprocal benefits between tourism and culture. “We go beyond simply selling products; we also offer educational sessions on intangible cultural heritage, sharing the captivating stories behind Tujia brocade with our visitors.” This demonstrates the unwavering cultural confidence prevalent within rural communities.
