In recent years, Anyi County has actively explored and vigorously tackled tough problems, creatively carried out rural operation breakthrough actions and rural operation rush actions, based on activating the "self-hematopoietic" function of villages, created a number of characteristic ecological villages and beautiful villages, realized the goal of marketization of operation, village scenic spots, and localization of talents, and turned scenery into "money scene". A few days ago, the website of the Nanchang Municipal People's Government specially invited Wang Man, deputy director of the Culture, Radio and Tourism Bureau of Anyi County, to be a guest in the interview room to talk about how Anyi County explores rural operations and transforms "beautiful villages" into "beautiful economies".
Moderator: We understand that Anyi County has been exploring a new model of "rural operation", and the ancient villages of Anyi are also famous attractions, so how do we effectively combine the countryside with tourism? What are some programs or activities that showcase the charm of the countryside and attract the attention of tourists?
Wang Man: In recent years, relying on mountains and rivers, taking antique colors as the background, and ecology as the theme, Anyi County has done enough all-for-one tourism articles of "landscape, countryside, and leisure", explored the new model of "rural operation", and strived to build a number of beautiful villages with perfect infrastructure, beautiful and clean environment, thriving industries, and mature operation models. In order to let the citizens and friends more truly feel the charm of the beautiful countryside, we are full of sincerity and all-round efforts.
For example, on May Day this year, we have created a tourist line through train, through which you can reach the county's main tourist attractions and rural operation points such as Anyi Millennium Ancient Village, Jinguo Town, Hobbit Mushroom Camp, Lingxia Creek Manju, etc., to ensure that citizens can travel with peace of mind. During the May Day period, the Anyi Ancient Village Scenic Area received a total of 66,800 tourists, an increase of 24% over the same period in 2023, and the comprehensive tourism income was 3.6485 million yuan, an increase of 30% over the same period in 2023.
In terms of cultural and tourism activities, we have successfully held a series of unique cultural and tourism activities this year, such as the Golden Flower Festival, Marathon, Dragon Boat Race, Beautiful Rural Life Festival, and Seeking Mountains and Rivers, Lucky Bags, and Drunk Tours to Anyi's Family. At the same time, we will dig deep into the unique cultural heritage, tourism resources and agricultural resources, combine market demand, innovate the form of tourism products, and enrich the tourism experience. We have created the "Anyi Good Gifts" souvenir project, carried out the "Three Advances" activity of intangible cultural heritage, and launched intangible cultural heritage products such as Zongshan rice noodles, Zou carved freehand paintings, and simple pastry impressions.
Moderator: In the process of promoting rural operations, how does Anyi County enhance the vitality of villages, increase rural popularity, and promote villagers' employment and income?
Wang Man: We are mainly guided by the government and led by the market, fully excavating rural characteristics and resources, introducing a number of rural operating enterprises, doing everything possible to implement rural operations, extending the industrial chain, broadening revenue channels, and continuing to drive the village collective to increase income and villagers to get rich, truly turning "sleeping resources" into "source living water", and injecting new impetus into rural revitalization.
For example, Xiangmen Village, Shibi Town, introduced Jiangxi Songguo Town Operation Scenic Area Management Co., Ltd., established a cooperation mode of "village collective + enterprise", created a hobbit "mushroom camp", and built a village scenic spot integrating "eating, living, traveling, traveling, learning, shopping and entertainment" to provide jobs for villagers and realize employment in the village and "get rich" at the doorstep. Baisha Village, Changjun Township, introduced Jiangxi Township Youxiangchuang Commercial Operation Management Co., Ltd., turning the entire village into a huge "script tour" venue, launching more than 20 kinds of cultural and creative products, and creating a cultural characteristic village scenic spot integrating "research and education, event experience, and cultural and creative agricultural innovation". At the same time, we will build a township innovation operation center and use e-commerce live broadcast to transform the achievements of villagers' "autumn weather" into the development of "sunshine economy", and successfully explore a new direction for the development of rural industries.
Attract customers with heart and retain customers with scenery, continuously enhance the popularity of the countryside, drive the employment of villagers, and empower rural development.
Moderator: So what are the plans for Anyi County in the next step of rural operation?
Wang Man: In the next step, we will continue to deepen the "rural operation" article, fully tap the rural characteristic resources, revitalize idle resources, promote the transformation of ecological advantages into economic advantages, and activate the "pool of spring water" for rural development.
The first is to tell rural stories well. Strengthen the concept of one village and one characteristic, closely follow the IP of "Shanshui and people are good at peace", fully tap the characteristic resources of the village, and tell the stories of each village in a market-oriented manner, such as Huangzhou concentrating on rice noodles, Lingxia and Henggang focusing on building homestay groups, deeply cultivating health care articles on the mountain, and Yangshuyuan focusing on suburban team building, etc., to attract popularity through differentiated positioning.
The second is to retain the taste of the countryside. In accordance with the "1+1+N" all-for-one tourism development pattern, establish the concept of area grouping, change from beauty in one place to beauty everywhere, and build a red, green and antique beautiful tourism belt in Anyi.
The third is to cultivate rural talents. In recent years, various operational talent vocabulary such as rural CEOs, rural managers, and revitalization leaders have emerged, reflecting the importance of talent development in the field of rural operations. In the next step, we will actively encourage young talents and rural sages to participate in rural management, introduce and cultivate "new farmers", "new farmers", "new agricultural businessmen" and "new mentors", etc., and do a good job in the "introduction, education and retention" of rural management talents, cultivate local managers and rural operation officers, and further consolidate the foundation of rural management talents.
Moderator: Through the introduction of Wang Ju, we have a more in-depth and comprehensive understanding of the new rural operation model of "integration of agriculture and tourism, integration of production and village, and integration of village landscape". The successful practice of Anyi County has brought tangible development results to the local area. We believe that under the guidance of the rural revitalization strategy, Anyi County will continue to explore and innovate and embark on a broader road of rural revitalization.
Source: Issued by the Nanchang Municipal People's Government