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Skip to 0 minutes and 24 seconds So now, we come to the last question. So in China, urbanization is still a crucial issue. And tourism, as we know, as the driving force gives a lot of power in region development. So with the policy of holistic tourism, how should our rural area benefit from tourism? Also a very good question. Thank you. China is on the way of very rapid development for urbanization. There are more than sixty percent of population has moved into the city area in different ways. Although that the density of the best cities people like to go is different. At the same time, we have the challenge that more traditional villages have faced the challenges that few and few people live in village.

Skip to 1 minute and 33 seconds And some local government people or the local government want to encourage people to migrate from village to local town or to the capital city of the prefecture level or provincial level city. So according to some research, in last thirty years, everyday we may have one hundred villages disappearing one day. So that’s a very huge or very big issue or serious issue to the consideration of preservation of the rural area. At the same time, even we have more people live will in the city today or in the future, but rural areas still considered as very important or the most important thing in China.

Skip to 2 minutes and 33 seconds So, every year the central government issued a very important government document to demonstrate the significant role of rural development in China. So just like we reorganize the Ministry of Culture and Tourism together, we also put more resources and more attention to rural development. So we reorganize the Ministry of Agriculture to a new department as the Ministry of Agriculture and Village. So I think it’s a signal that the central government will pay more attention to rural area development. From the aspect of tourism, in the Thirteenth Five Year plan, the rural tourism is put in a very important place that we organize many central government resources, including money, human resources and also land development, recreation system to support the rural tourism development.

Skip to 4 minutes and 3 seconds We also have a very important consideration to rural area from the aspect of the mitigation of poverty or poverty mitigation that PPT or Pro-poor Tourism in the process or in the policy system. PPT is very important and the central government, provincial government, and government of different level think pro-poor tourism in rural area is is the first issue for consideration or the task for the local government tourism administration system. This is from the the policy makers’ aspect. From the aspect of consumers’ side, we have already (more than) 100 million population has been clarified or recognized as the middle class in the country.

Skip to 5 minutes and 8 seconds And in the future, ten years or something like that, we will have as many as five hundred million people go or upgrade to middle class. So that means the a huge market wants to go to the rural area to have their holiday. So it’s another opportunity for investor and also for the population living in the rural area. So I think from the aspect, from the point of view of holistic tourism system, rural area is very very important for central government consideration, but also is very much demanded or needed by the consumer who live now in the city area. So professor Wu Bihu, thank you so much for sharing so many great ideas and opinions with us. Thank you very much.

How Should Rural Area Benefit from Holistic Tourism?

By the end of this video, you will have a general understanding about how rural area can benefit from tourism.

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Tourism Policy and Planning

Nankai University