The Spring Festival holiday is 8 days, and the national domestic tourism is 47.4 billion person-times, a year-on-year increase of 343%。Compared with previous years, in addition to the outstanding performance of ice and snow tourism during this year's Spring Festival, another highlight is that there is a rural tourism boom in many places. In the context of promoting the comprehensive revitalization of rural areas, the demand for returning to hometown to visit relatives and leisure vacations is superimposed, and rural tourism is becoming a popular choice for Spring Festival travel.
The heating up of rural tourism is inseparable from the "shopping in the countryside" activity launched under the guidance of the Ministry of Culture and Tourism and the Ministry of Commerce. Since mid-January, the Ministry of Culture and Tourism has launched 68 national rural tourism boutique routes of "Four Seasons of Good Scenery in the Countryside - Visiting the Countryside and Gathering for the New Year"; Various localities have also launched ...... such as folk festivals, characteristic township gatherings, rural cultural and creative products, and special agricultural products in accordance with local conditionsThe central and local coordination and national linkage have jointly ignited the fire of "shopping villages".
"Shopping in the countryside" enlivens the festive atmosphere and makes the Spring Festival more festive. Writer Feng Jicai believes that among all the traditional festivals that Chinese value, the Spring Festival is the festival with the most life emotions and life ideals. Taking advantage of the current prosperity and development of cultural tourism, from the Ministry of Culture and Tourism to the cultural and tourism departments in various places, they are all trying to make high and practical moves at this important node of the Spring Festival, so that rural tourism and rural shopping will become part of the New Year's flavor.
In the past, people often said that tourism is the pursuit of "poetry and distance", and the rural tourism during the Spring Festival has achieved "returning to the hometown for reunion and traveling". In order to better undertake the Spring Festival tourism flow, many places have planned and recommended rural tourism routes, connecting one check-in point after another, and realizing the "string of dots into a line". This newer and more fashionable way to celebrate the festival makes the traditional Spring Festival a little more fresh color and atmosphere.
"Shopping in the countryside" enriches the connotation of the festival and makes the traditional culture more vibrant. When people go to the countryside for rural tourism and leisure, they can not only enjoy the unique scenery of the mountains and waters, but also experience the distinctive customs. In many places, mass cultural activities such as catching up with big gatherings, watching "village evenings", and visiting temple fairs have become the main event. In the same frequency resonance, the visitor is not an "intruder", but a participant. They encounter colorful Chinese customs, get in close contact with different Chinese cultures, and have in-depth exchanges, which can not only deeply feel the breadth and profundity of Chinese culture, but also further enhance cultural self-confidence.
Previously, some scholars pointed out that from the Spring Festival ritual culture, we can see the natural ethics of communicating heaven and earth, the historical ethics of respecting ancestors, the family ethics of loving each other, the social ethics of New Year's greetings, and the concept of Chinese time renewal and hope for harvest and peace contained in it. It should be said that the customs and habits of various places are different, and the cultural appearance is also different, but the core of the New Year is the same. To rural tourism and leisure, the further integration of culture and tourism can be realized, and the excellent traditional culture will be more dynamic.
"Shopping in the countryside" can also boost consumption potential and make rural revitalization more supportive. Rural tourism itself is a kind of consumption, for many people, visiting the happy market, buying good things in the countryside, is the reserved item of rural tourism during the Spring Festival. In particular, many people buy souvenirs that carry childhood memories and nostalgia. Industrial revitalization is the top priority of rural revitalization, and the general secretary has emphasized that "rural revitalization in the new era must do a good job in special agricultural products and rural tourism". The series of activities of "shopping in the countryside" is the concrete practice of doing a good job in special agricultural products and rural tourism.
In the three words "native products", "soil" refers to the development of local resources based on the water and soil of one side; "Special" refers to highlighting regional characteristics and reflecting local customs; "Industry" refers to the construction of industries and the formation of clusters. In the "Shopping Village" activity carried out in various places, tourists from the south to the north are vying to buy rural local products and purchase rural goods, which can not only help farmers benefit the people, but also help boost consumption.
One tourist said, "This holiday we are all 'reverse tourism', that is, we do not go to popular attractions, but go to the village and the fields. "With the in-depth promotion of the "Shopping in the Village" activity, I am glad to see that more people will choose to travel in the countryside. "Appreciating the beautiful scenery of the countryside, tasting rural culture, and buying good things in the countryside" will become the "New Year's custom" of the public for the New Year, and "shopping in the countryside" will also play an important role in promoting the integration of culture and tourism, helping rural revitalization, and stimulating consumption growth.
Splendid Chinese New Year, the earth is full of spring. The Spring Festival holiday has ended, and as a phased theme activity, the hot and hot "Shopping Village" series of activities will come to an end after the Lantern Festival. However, we believe that it has further ignited the enthusiasm for rural tourism, and all localities will be more attentive to the development of rural tourism routes and products, and people will also consider going to the countryside more when they travel in the future.
*|The voice of cultural tourism.
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