Success story in China of reactivation of the countryside with a combination of culture and tourism 

23-08-23

The clear sound of a whistle instantly captured the attention of curious onlookers, as they turned their gaze toward the small object in Yang Fan's hand.

This is a clay whistle, said Yang, an inheritor of intangible cultural heritage, explaining the history of the art of "fish-shaped clay whistling" to the visitors at the 10th West China Culture Industries Expo that concluded Sunday in Xi'an in northwest China's Shaanxi Province.

In the winter of 2019, Yang relocated his urban workshop to Xiaoyukou Village in Xi'an, nestled at the foot of the Qinling Mountains. He skillfully shaped clay into various objects in the quaint courtyard to pass on the craft.

Since opening its doors to visitors, Yang's workshop has welcomed hundreds of tourists almost every day, eager to experience the immersive craft of making clay whistles. This influx of visitors has further boosted the income of the villagers in Xiaoyukou.

"Villages are fertile ground for intangible heritage, and the fusion of culture and tourism propels rural prosperity," Yang said.

Through his participation in the expo, Yang shone a spotlight on how the cultural industry can drive rural revitalization.

Beyond the echoes of the clay whistle, the exquisite tea gifts from Fujian Province and the insights into the region's famed tea culture also garnered considerable attention during the expo.

"In Fujian's Chixi Village, visitors can not only engage in tea picking and tasting, but they can also enjoy various immersive activities, including cultural workshops," said Yu Lihui, a tea brand owner from Chixi.

"In the past, the goal behind learning a craft was to escape from the mountains, but today, the purpose of mastering a craft is to return to my hometown in the mountains," said Wang Xingbi, a craftsman from Sichuan's Beichuan Qiang Autonomous County dedicated to preserving the art of grass weaving.

Wang, who was also a participant in the expo, recounted how a childhood accident left her with a disabled leg and plunged her into poverty.

With the support of local disability organizations, she began to learn grass weaving in 2013. Over the past decade, Wang not only mastered this craft but also emerged as a mentor, imparting her skills to more than 20 apprentices in her hometown.

In recent years, many grass and bamboo weaving workshops have been set up in the county. To date, these initiatives have benefited more than 5,000 residents through vocational training, and over 200 left-behind women and people with disabilities have secured flexible and home-based employment.

Wang's story was among the myriad of examples showcased at the expo, all of which emphasized the vital role of advancing rural development.

Numerous institutions are also broadening their range of tourism offerings by providing technical training, immersive learning experiences, and integrated online and offline marketing strategies to boost the cultural and tourism industry networks.

The rural landscape, with thriving industries, harmonious ecosystems, effective governance, and flourishing livelihoods, is increasingly drawing people who seek to experience its charm and embrace a more poetic way of life, according to experts.  

Author: XinhuaNet