充分发挥旅游优势 全面推进乡村振兴

Give full play to the advantages of tourism and promote the Rural Revitalization in an all round way

——2021年中央一号文件引发业界热议

No. 1 central document in 2021 triggered heated debate in the industry

发布时间：2021-02-25 11:12 来源：中国旅游报 编辑：马思伟

Time: February 25, 2021 11:12 source: China Tourism daily editor: Ma Siwei

近日，《中共中央 国务院关于全面推进乡村振兴加快农业农村现代化的意见》发布，这是21世纪以来第18个指导“三农”工作的中央一号文件，也是在新时代脱贫攻坚目标任务如期完成，现行标准下农村贫困人口全部脱贫背景下发布的中央一号文件，对下一阶段全面推进乡村振兴作出部署。文件提出，构建现代乡村产业体系。开发休闲农业和乡村旅游精品线路，完善配套设施。推进农村一二三产业融合发展示范园和科技示范园区建设。中央一号文件为乡村旅游进一步发展提供了有力的政策支持，引发旅游业界广泛关注。

Recently, the CPC Central Committee No. 1 central document issued by the State Council on comprehensively promoting rural revitalization and speeding up agricultural and rural modernization is the eighteenth Central Document No. 1 guiding the work of agriculture, rural areas and farmers since twenty-first Century. It is also the No. 1 central document issued in the new era to tackle poverty and tackle the challenges and tasks under the current standards. Deployment. The document proposes to build a modern rural industrial system. Develop leisure agriculture and rural tourism routes, improve supporting facilities. Promote the construction of rural primary, secondary and tertiary industry integration development demonstration park and science and technology demonstration park. The No. 1 central document provides strong policy support for further development of rural tourism, which has aroused widespread concern in the tourism industry.

文件提出，实现巩固拓展脱贫攻坚成果同乡村振兴有效衔接。持续巩固拓展脱贫攻坚成果。接续推进脱贫地区乡村振兴。

The document proposes to realize the effective connection between consolidating and expanding the achievements of poverty alleviation and Rural Revitalization. We will continue to consolidate and expand the achievements of poverty alleviation. We will continue to promote rural revitalization in poverty-stricken areas.

“发展乡村旅游是实施乡村振兴战略的有效途径。乡村旅游发展不仅能给农民带来就业机会和经济收入，还能促进农业现代化发展，改善农村基础设施和生活环境，有利于一揽子解决‘三农’问题，促进乡村振兴。”中国旅游研究院副院长李仲广表示，乡村旅游就业门槛更低、层次更丰富、方式更灵活，往往与家庭创业相结合，具有自主性。

"The development of rural tourism is an effective way to implement the Rural Revitalization Strategy. The development of rural tourism can not only bring employment opportunities and economic income to farmers, but also promote the development of agricultural modernization, improve rural infrastructure and living environment, help solve the "three rural" problems in a package, and promote rural revitalization. " Li Zhongguang, vice president of China Academy of tourism research, said that rural tourism has lower employment threshold, richer levels and more flexible ways, which is often combined with family entrepreneurship and has autonomy.

“旅游业是欠发达地区实现文化资源产业化的核心渠道。”中国旅游集团扶贫干部、贵州省黎平县副县长张万广说，旅游业是促进欠发达地区增收综合效应极强的产业，有“一业兴百业旺”的效果，通过牵引三产，带动一二产业快速发展。

"Tourism is the core channel for underdeveloped areas to realize the industrialization of cultural resources." Zhang wanguang, a poverty alleviation cadre of China Tourism Group and deputy head of Liping County in Guizhou Province, said that tourism is an industry with strong comprehensive effect in promoting income increase in underdeveloped areas. It has the effect of "Prospering one industry and prospering all industries". It can drive the rapid development of primary and secondary industries by leading the three industries.

北京大学博士生导师、博雅方略文旅集团创始人窦文章教授表示，以具有历史、地域、民族特点的特色旅游乡镇和乡村旅游示范村为重点，通过开发新型乡村旅游休闲产品体系，有利于稳步提升农村地区的经济水平。“乡村旅游以农村农业为资源，通过建设旅游小镇、特色旅游乡村、田园综合体、农家乐、民宿等，可以实现城乡之间人才、土地、资金、产业、信息等良性循环。”

Professor Dou Wenwen, doctoral supervisor of Peking University and founder of Boya strategy culture and tourism group, said that focusing on characteristic tourism towns and rural tourism demonstration villages with historical, regional and ethnic characteristics, developing new rural tourism leisure product system is conducive to steadily improving the economic level of rural areas. "Rural tourism takes rural agriculture as its resources. Through the construction of tourism towns, characteristic tourism villages, pastoral complexes, farmhouse entertainment, home stay, etc., a virtuous circle of talents, land, capital, industry and information between urban and rural areas can be realized."

疫情防控常态化下，短途游、周边游、乡村游愈发受到游客青睐。“休闲农业发展应该在满足都市人群休闲需求的同时，提供研学、农事等丰富体验，让城市居民体验不一样的生活方式。”深圳大学文化与旅游新业态发展研究中心刘杰武博士表示，发展乡村旅游，人才是重中之重。要发掘和培养企业、政府管理人才，同时鼓励村民参与乡村旅游发展。

Under the normalization of epidemic prevention and control, short distance tour, peripheral tour and rural tour are increasingly favored by tourists. "The development of leisure agriculture should not only meet the leisure needs of urban people, but also provide rich experience in research and farming, so that urban residents can experience different lifestyles." According to Dr. Liu Jiewu of the Research Center for the development of new formats of culture and tourism of Shenzhen University, talents are the top priority in the development of rural tourism. At the same time, we should encourage villagers to participate in the development of rural tourism.

北京联合大学旅游学院旅游规划与发展研究院副院长张宪玉表示，乡村旅游应充分发挥农业产品供给、生态屏障、文化传承等功能，发挥好带动作用。同时，与全域旅游高水平融合，在乡村建设与深化改革中，拓展乡村旅游新业态，创新挖掘乡村康养旅游、研学旅游、红色旅游等产品。

Zhang Xianyu, vice president of the Institute of tourism planning and development, School of tourism, Beijing Union University, said that rural tourism should give full play to the supply of agricultural products, ecological barriers, cultural heritage and other functions, and play a leading role. At the same time, in the process of rural construction and deepening reform, we should expand new forms of rural tourism, innovate and tap rural health tourism, research tourism, red tourism and other products.

农村文化遗产是农村发展变迁的生动写照，对游客具有很强的吸引力。文件提出，大力加强村庄风貌引导，保护传统村落、传统民居和历史文化名村名镇。加大农村地区文化遗产遗迹保护力度。

Rural cultural heritage is a vivid portrayal of rural development and changes, which has a strong attraction to tourists. The document proposes to strengthen the guidance of village style and protect traditional villages, traditional dwellings and historical and cultural villages and towns. Strengthen the protection of cultural heritage in rural areas.

“文化是乡村旅游发展的核心吸引力，集中体现在地方风味美食、传统手工艺、乡村民俗民风、民间戏曲游戏、乡土历史建筑等。”浙江大学管理学院教授、中国旅游研究院融合创新研究基地首席专家周玲强建议，通过实施乡村文化保护与旅游活化传承“五百行动”（百味、百工、百艺、百乐、百姓），让农村地区文化遗产遗迹得到妥善保护与合理开发。

"Culture is the core attraction of rural tourism development, which is mainly reflected in local flavor food, traditional handicrafts, rural folk customs, folk opera games, local historical buildings and so on." Zhou Lingqiang, Professor of School of management of Zhejiang University and chief expert of integration and innovation research base of China Academy of tourism, suggests that the cultural heritage sites in rural areas should be properly protected and reasonably developed through the implementation of "five hundred actions" (Baiwei, Baigong, Baiyi, Baile and common people) of rural cultural protection and tourism activation and inheritance.

“对物质文化遗产的保护，需要保持农村的乡村风貌以及重点乡村建筑，简单来说就是‘农村要像农村’。非物质文化遗产保护，物质是‘形’，非物质是‘神’，农村文化遗产保护要‘形神兼备’。”景域驴妈妈集团副总裁任国才表示，可以通过建设乡村旅游景区景点、组织乡村文化和旅游节庆活动，实现农村文化遗产的活态传承。

"To protect the material and cultural heritage, we need to maintain the rural style and key rural buildings. In short," the countryside should be like the countryside. ". In the protection of intangible cultural heritage, the material is "form" and the intangible is "spirit". The protection of rural cultural heritage should be "both form and spirit." Ren Guocai, vice president of Jingyu donkey mother group, said that the living inheritance of rural cultural heritage can be realized through the construction of rural scenic spots, the organization of rural culture and tourism festival activities.

文件提出，全面促进农村消费。完善农村生活性服务业支持政策，发展线上线下相结合的服务网点，推动便利化、精细化、品质化发展，满足农村居民消费升级需要，吸引城市居民下乡消费。

The document proposes to comprehensively promote rural consumption. We should improve the supporting policies for rural life service industry, develop online and offline service outlets, promote the development of convenience, refinement and quality, meet the needs of consumption upgrading of rural residents, and attract urban residents to go to the countryside for consumption.

“有些乡村旅游经营者不了解城里人到乡下的需求，不能提供优质服务，导致经营状况不佳。”山西云昇昌网红乐园总经理吉书廷表示，乡村旅游要为游客提供独特的旅游产品、良好的服务品质，保留浓浓的乡土味道，吸引更多城市游客。

"Some rural tourism operators do not understand the needs of urban residents in the countryside and can not provide high-quality services, resulting in poor business conditions." Ji Shuting, general manager of Shanxi cloud rising network red Park, said that rural tourism should provide tourists with unique tourism products, good service quality, and retain a strong local flavor to attract more city tourists.

“要改善乡村旅游道路状况，打通乡村旅游的便捷通道，美化乡村环境，让蓝天、白云、良好水源、清新空气吸引城市居民下乡消费。”河北张家口假日绿岛生态旅游股份有限公司董事长刘爱东表示，要保持乡土风貌，保留乡村味道，再现炊烟袅袅、鸡啼狗吠鸟儿鸣、小桥流水人家的乡村景象。同时，提升农产品质量、建立农产品品牌、提高农产品附加值、增加农耕体验，在走精品农业之路上下功夫。（赵腾泽 李志刚）

"We should improve the road conditions of rural tourism, open up convenient channels for rural tourism, beautify the rural environment, and let the blue sky, white clouds, good water sources and fresh air attract urban residents to the countryside for consumption." Liu Aidong, chairman of Zhangjiakou holiday Green Island ecotourism Co., Ltd., said that it is necessary to maintain the local style, retain the rural flavor, and reproduce the rural scene of cooking smoke curling, chickens crowing, dogs barking, birds singing, small bridges and flowing water. At the same time, we should improve the quality of agricultural products, establish the brand of agricultural products, improve the added value of agricultural products, and increase the farming experience. (Zhao tengze, Li Zhigang)