CCTV News: More than 9.5 million tourists received and the comprehensive tourism revenue exceeded 1.2 billion yuan. This is the rural tourism "report card" handed over by Yuanjia Village, Liquan County, Xianyang City, Shaanxi Province in 2024. Yuanjia Village is a star village in Shaanxi. It builds a rural tourism complex based on Guanzhong folk culture. The village believes that the core keyword of rural tourism is "farmers", and farmers must be allowed to do what they are best at. For this reason, the village has explored a "Yuanjia Village solution" for rural revitalization. "The New World of Rural Revitalization Road "Three Rural Issues", let's go to Yuanjia Village together.
In Yuanjia Village, located in Liquan County, Xianyang City, tourists from all directions are welcomed every day. Everyone enjoys folk customs and delicious food under the warm winter sun, and enjoys the unique charm of Guanzhong culture.
Compared with the lively scenes today, this place was just a small village with only more than 200 indigenous residents more than ten years ago. In 2007, the local area began to develop rural tourism under the leadership of village cadres, and successfully made the indigenous people a participant and beneficiary of rural tourism.
Wang Chuangzhan, director of the Yuanjia Village Committee, said: "The characteristic of rural tourism in Yuanjia Village is folk tourism. We turn the lives of the people into a form of tourism, and the main participants are all the people. We want to create a rural leisure lifestyle, which just happens that this leisure method is also a place for relaxation that people in the city need."
Zhang Zhihe, the representative inheritor of intangible cultural heritage shadow puppet, was specially invited to open a shop in Yuanjia Village. This small shadow puppet workshop, tourists can't help but come in and take a look whenever they pass by. He was born in a shadow puppet family and now has his own apprentice.
Out of her love for traditional culture, Zhao Juanjuan, the inheritor of intangible cultural heritage shadow puppet, moved her master with her hard work and persistence. Now she can complete the engraving of shadow puppet independently. In her spare time, she would go to the teahouse at the entrance of the village to watch the artist's shadow puppetry performances up close.
Zhao Juanjuan said: "We have a good channel to inherit our culture. For rural tourism, it is actually better to add intangible cultural heritage elements to this folk custom. I think it is a very good fit."
While folk customs empower rural tourism, Yuanjia Village is also focusing on solving the problem of common income increase among villagers. Through the integrated development path of "the tertiary industry leads to the secondary industry and promotes the first industry", they have built a joint-stock cooperative with "front store and back factory" and "one store and one product".
At present, Yuanjia Village has built 32 farmers' joint-stock cooperatives, realizing that "everyone is a shareholder and every household has dividends." In the shareholding cooperation, Yuanjia Village does not allow the operator to dominate the whole family, and can only invest at most 20% of the total shares of the store. The remaining shares are shared by all villagers and merchants to ensure that everyone benefits.
According to statistics, Yuanjia Village received more than 9.5 million tourists in 2024, with a comprehensive tourism income of more than 1.2 billion yuan, and a per capita net income of more than 150,000 yuan. At the same time, it has recruited more than 3,000 people and has driven tens of thousands of farmers to increase their income. Nowadays, many "new villagers" with new thinking and new skills have flocked to Yuanjia Village. There are thousands of entrepreneurial and investment entities gathered here, and more and more young people are becoming new forces in rural revitalization.
From the start of agriculture, industrial transformation, and then to the vigorous development of tourism, every key transformation in Yuanjia Village has kept up with the wave of the times, moving with the trend, cleverly integrating folk culture into rural tourism, helping it develop new vitality.
Wang Chuangzhan said: "Through tourism, we will drive the sales of agricultural products, and then drive the processing of secondary industries and breeding of primary industries, forming a model of integration of the three industries. The surrounding villages can start businesses in Yuanjia Village, ordinary people can find employment in Yuanjia Village, poor households can also invest in shares, and the surrounding people can sell them in Yuanjia Village. Through the integration of the three industries, the development of the countryside has also been promoted, farmers have increased their income, and help rural revitalization."
