Building Livable, Friendly, and Beautiful Villages: China’s Approach to Rural Revitalization – Green Rural Revival Program

With the progress of industrialization and urbanization, rural desolation has seemingly become a universal phenomenon. Achieving rural revitalization while advancing modernization is a challenge faced by the international community, especially developing countries.

In June 2003, Xi Jinping, then Party Secretary of the CPC Zhejiang Provincial Committee, made the strategic decision to implement the “Green Rural Revival Program,” selecting 10,000 administrative villages from nearly 40,000 for comprehensive revival, and transforming about 1,000 key villages into well-off demonstration villages.

Over the past 20 years, the scope of the program has continuously expanded, from the initial 10,000 administrative villages to all administrative villages in the province. The program has become richer in content, progressing from making villages cleaner and more orderly to creating more beautiful and livable villages, and enhancing digital empowerment. The “Green Rural Revival Program” has created thousands of beautiful villages, benefiting countless farmers.

For more than 20 years, China has scaled up the program and advanced it in depth, resulting in a series of effective practices.

Prioritizing Ecology and Green Development

“Lucid waters and lush mountains are invaluable assets.” Yu Village, located in Anji County, Huzhou City, suffered from ecological degradation in the 1980s and 1990s due to mining and cement production. The area struggled with environmental damage, but riding the momentum of the “Green Rural Revival Program,” through land reclamation, reforestation, and water conservation, it promoted high-quality development through green initiatives, achieving a beautiful transformation, and recognized as one of the UN’s Best Tourism Villages.

Scientific Planning based on Local Conditions

Taking local characteristics into account, and considering the realities of different localities, scientific plans are formulated to support rural development and empower distinctive rural industries. Jingshan Village in Yuhang District of Hangzhou boasts a tea cultivation history of over 1,200 years. In recent years, on the basis of living environment improvements, Jingshan has further integrated its tea culture and tourism, creating a broad industry encompassing tea cultivation, processing, sales, and tourism. In 2022, Jingshan Village attracted more than 2.2 million visitors, and the average income of villagers reached 52,000 yuan.

Phased Approach to Continuously Secure Substantive Progress

Based on the realities and features of each development stage, the program identifies key development focuses without setting unattainably high goals. Starting with low-cost, quick-win measures like centralized waste management and clean village environments, to water and toilet improvements, road paving, greening and lighting, to industry cultivation, public service enhancement, and digital reform, the program has evolved from easy tasks to more complex ones step by step.

Party Leadership and Government Guidance

With top Party and government leaders taking direct charge, and respective leaders overseeing specific tasks, an accountable working mechanism is created. Environmental improvements are incorporated into public service evaluations and the performance assessments for Party and government officials, hence reinforcing incentives and accountability. Officials are regularly dispatched to the village level for paired assistance as part of the “grid-management, group-services” initiative.

People-Centered, Broad Efforts for Shared Results

Decisions in villages are made collectively, without rigid mandates. The fundamental interest of farmers is the fundamental yardstick for evaluating efforts. Farmer's concerns are fully respected, and the enthusiasm and creativity of grassroots officials and residents are fully mobilized.

Enabling a Culturally Rich Lifestyle at Villages

While advancing material well-being, villagers’ moral and ethical standards are also strengthened. Various cultural activities are organized to meet the growing spiritual and cultural needs of the rural population.

In 2018, the program won the highest UN environmental award: the Champion of the Earth Award for inspiration and action, earning high appraisal from the international community. The “Green Rural Revival Program” has adhered to a consistent vision, tackling one task after another, and working year after year with a historical patience. It provides a Chinese solution for rural revitalization in developing countries, contributes Chinese experience to enriching global rural governance, and injects Chinese strength into sustainable rural development worldwide.