Rural planners bring life to picturesque countryside

Planning is the first step of rural revitalization.

In numerous villages across Zhejiang, "rural planners" have come to the stage, taking on tasks of attracting rural business, upgrading industries and implementing market-oriented operations. Their qualifications and a profound connection with the locals allow them to inject vitality into rural development.

Meticulous Planning Revitalizes Rural Resources

Photo taken on July 15, 2023 shows wooden homestay houses dotting the mountain of Longshang Village, Gaohong Town of Hangzhou, capital of east China's Zhejiang Province.(Photo by Guangming Online)

Located in Lin'an District, Hangzhou City, Zhejiang Province, Longmen Mijing comprises three administrative villages: Shimen, Longshang, and Dashan. Spanning across 55 square kilometers, it serves as an all-in-one tourism cluster integrating agricultural tourism, cultural tourism and healthcare trips.

Photo taken on June 16, 2023 shows Lou Min, operator of a local vast village tourism cluster, speaking during an interview with Guangming in Longshang Village, southeast China’s Zhejiang Province.(Photo by Guangming Online)

In 2017, Lin'an introduced the concept of "village operation". Thanks to Lou Min's passion for her hometown, extensive experience and exceptional knowledge in marketing, she became the operator of this vast village tourism cluster and is now recognized as "China's first rural planner".

Despite growing up in the village, she visited households door-by-door and carried out thorough baseline research to learn about the village's natural scenery, cultural heritage, folklore, folk art, available land and the villagers' intention. Additionally, she sought advice from various domestic teams to ensure successful tourism development.

Taking into account various proposals, Lou Min developed a route featuring exploring historical landmarks in Shimen Village, enjoying the sights in Longshang Village, and promoting wellness in Dashan Village. Guided by this approach, she explored and created cultural pedestrian areas, mountain lodging, beer bars, chrysanthemum gardens, traditional terraces and other miniature landscapes. At the same time, she encouraged tourism businesses, such as rock-climbing towns, lodging clusters, and fruit/vegetable picking gardens, to invest in the area. The Longmen Mijing village tourism cluster has become unprecedentedly vibrant by implementing market-oriented strategies and effective branding.

"In 2019, the scenic area was very popular even in trial operation," Lou Min said, "The villagers said they didn’t even dream to expect how lively the once inconspicuous village had become."

Cultural-ethical Projects Stimulate Internal Power

Continuously investing in and supporting the countryside can transform its appearance, but only motivation from within can lead to high-quality and sustainable rural development that enriches the villagers.

"Rural revitalization needs to seek strength from the original villagers," said Zheng Jiahao, operations manager of Tuanshi Village Life Center. According to him, the village operation has successfully drawn in both "new villagers" and "returnees" who are starting businesses and searching for jobs. However, the crucial aspect is utilizing the "catfish" effect to inspire local villagers to collaborate and attain shared prosperity.

Photo taken on June 18, 2023 shows Zheng Jiahao arranging books at Village Life Center of Tuanshi Village, Quzhou City of Zhejiang Province.(Photo by Guangming Online)

As part of their regular work, Zheng Jiahao’s operation team frequently arranges cultural activities, parent-child education programs, and skills training to enhance the cultural and ethical level of the villagers. Additionally, they prioritize the improvement of the villagers’ skills.

In Longmen Mijing, Lou Min also said, "We will offer floriculture, tea-making, and etiquette training to women who run agritainment businesses. Additionally, we aim to encourage local villagers to fully understand the area's history and culture so that they can engage in conversations with tourists during their free time. "

The enhancement of villagers’ cultural-ethical outlook has led to a positive interaction gradually formed between tourists and them. "We have a wonderful folk tradition here that both locals and tourists adore. Seeing the development, the villagers naturally take it upon themselves to preserve the customs and maintain the environment," said Lou Min.

New Roles and New Positions are Calling Young People Back

Rural planners are a growing profession that offers a platform for many talented, ambitious and locally connected young people to contribute youthful energy to rural revitalization and development.

Hu Mian is one of them. Shortly after graduating from college, she came to Qingshandian Village in Lin'an, Hangzhou, to work as a rural planner.

Photo taken on June 16, 2023 shows Hu Mian, who returns to hometown and works as a rural panner in Qingshandian Village, southeast China’s Zhejiang Province.(Photo by Guangming Online)

"Seventy percent of our team are from this town. Many young people are willing to return, but what can we do when we come back? That's the question," said Hu Mian.

Hu Mian believes that the profession of rural planning and the employment opportunities it creates for young people can motivate them to return for rural development.

Hu Mian and her partners are motivated to start their own business in their hometown thanks to the government's support, the villagers' trust, and the sense of achievement they feel from the work.

"In the past, I struggled with rural revitalization since the topic seemed too complex for me," Hu Mian said with a smile, "Upon arriving here, I discovered the importance of exploring and promoting rural development gradually. I'm determined to continue advancing my career while contributing to this undertaking."