Original title: What are the trends of homestay to activate rural tourism?
Immersion experience of characteristic theme, integration of Chinese and Western cultures, and comprehensive development of ecological education... In Tianjin, more and more high-quality home stays are quietly emerging, with theme, branding, and clustering as the main trend, driving rural tourism to high-quality development.
Data shows that during the May Day holiday this year, rural tourism reception in Tianjin showed an explosive growth. Ten agricultural related areas received a total of 11.6874 million person times (including the number of Tianjin citizens and residents in each district), with an income of 2.24 billion yuan, up 79.8% and 13.8% respectively year on year. Among them, tourists from Beijing, Tianjin and Hebei accounted for 88.6%. According to the 2024 "May Day" Holiday Travel Summary released by Ctrip, Tianjin ranks among the top eight cities in China for the "May Day" holiday.
Theming:
"Small and beautiful" leads to "flow" and "reserve"
In Zhangjiayu Village, Xiaying Town, Jizhou District, the rural homestays scattered between the Huanxiu Lake reservoir and the mountains have become one of the holiday destinations for Beijing Tianjin Hebei tourists. Zhang Hua, a villager in Zhangjiayu Village, and his wife Zhang Simeng are experienced beekeepers. Three years ago, the husband and wife opened the first home stay in the village, named "Beehive", which, together with the beekeeping base, vegetable greenhouses and orchards, attracted tourists from around the village to study and travel here.
"During the May Day holiday, the house is full every day, and the income from accommodation is nearly 20000 yuan, and the income from honey and ceramic products is more than 2000 yuan." Zhang Hua said that when fruits such as peaches and pears mature in autumn, the income from agricultural products can account for nearly half of the total income.
A resident of Tianjin city said, "The children visited the beehive here, tasted fresh honey, learned pottery making, and had a good time."
The "Twelve Village Accommodation" also located in Xiaying Town is unique. As its name implies, this home stay consists of twelve guest rooms in twelve different styles, each with a terrace, courtyard or water system. "The furniture is locally sourced, designed and produced by ourselves, and all household appliances are first-line brands. The wide application of intelligent devices enables tourists to experience the charm of landscape ecology and the convenience of modern life." Zhao Guoqiang, the head of home stay, told reporters that half of the rooms for the Dragon Boat Festival had been reserved just after the May Day holiday.
Yushi Manor Food B&B, located in Yushizhuang Village, Guanzhuang Town, Jizhou District, focuses on the development of "trunk economy". General Manager of Tianjin Wanshi Ruyi Culture Media Co., Ltd. in charge of home stay operation Guo Shuying, chairman of the Women's Alliance of High end Home stay, said, "Our handmade traditional lion's head, private house red square, snow flaked lotus root starch, special braised eggs, honey wine of locust flower, etc. are very popular in the local season. Everyone who comes to stay basically fills the trunk, and many customers who do not book rooms have purchased products remotely."
Guo Shuying roughly estimated that the sales revenue of online and offline agricultural products during the May Day holiday was about 60000 yuan, far exceeding the income from accommodation. In her opinion, homestay is not only a stop station for foreign tourists to visit mountains and rivers, but also a window to spread local culture and food.
Li Wei, deputy director of the Culture and Tourism Bureau of Jizhou District, Tianjin, said that since the opening of the first farmhouse in 1994, rural tourism in Jizhou District has gone through 30 years of development. At present, there are more than 2200 farmhouses in the district, including more than 300 boutique homestays with characteristics, quality and connotation, which are getting rid of the traditional mode of homogenization and low-end.
Branding:
Demonstration leads to promote industrial integration and upgrading
On May 1, the trial operation of the "Gushui · Sunzhuang" homestay project in Sunzhuangzi Village, Shuangqiaohe Town, Jinnan District, Tianjin was launched. This is a boutique project of Jinnan District, which is driven by the home stay industry, to create a "first, second and third" industry integration development.
The first four homestays opened to the public were all transformed from the old houses in the village. "Sun Zhuangzi homestay focuses on local customers and those who come to the National Convention and Exhibition Center to participate in the exhibition, so we pay attention to" repair the old as the old "in the design, and integrate artistic elements, western elements, and Chinese elements into the construction of homestay, so that consumers can drink the most authentic coffee and eat the most authentic western food in the oldest adobe houses in the village." "Gushui · Sun Zhuang" Zuo Fengyi, chief designer of B&B, said.
Zuo Fengyi introduced that the project focuses on the protection and utilization of old buildings, and drives other villagers to participate together through demonstration and guidance to form a cluster of agricultural, cultural and tourism projects and promote rural revitalization.
Guo Hua, secretary-general of Tianjin Leisure Agriculture Association, believes that the key to the high-quality development of home stay is the matching of service and design, which requires professional operation and management teams. At present, more and more people have the capital to be optimistic about the development prospects of rural homestay, give play to the advantages of management and philosophy, and realize the brand management of homestay.
As a "key project of Tianjin", the "Spring Mountain" project in the northern mountainous area of Jizhou has also formed a brand effect, attracting hundreds of thousands of tourists every year. Zhao Rui, the key account director of the "Chunshanli" project and the person in charge of the home stay project, introduced that "Chunshanli", on the basis of ecological restoration, focuses on the ecological education industry, focuses on technology and educational people, and provides the function of "micro vacation". After the completion of the project, it will provide tens of thousands of jobs, and it is expected to create more than 1 billion yuan of comprehensive tax revenue in four years, driving regional employment and economic development.
In order to further play the leading role of demonstration, Tianjin Municipal Commission of Agriculture and Rural Affairs is actively planning the building of Tianjin Rural Tourism Demonstration Area together with Tianjin Municipal Bureau of Culture and Tourism and other departments. It is planned to use about three years to build a batch of outstanding themes, distinctive features, complete supporting facilities, complete functions, well-known brands Rural tourism demonstration area with strong demonstration.
"Judging from the rural tourism data of the May Day holiday this year, the reception volume of the 12 demonstration areas accounted for more than 80% of the total reception volume, and the construction of the rural tourism demonstration areas has achieved remarkable results," said Zhao Xianjian, director of the Rural Tourism Task Office of Tianjin and chief economist of the Municipal Commission of Agriculture and Rural Affairs.
Aggregation:
Scale effect helps rural revitalization
The white two-story building envelops the old house. Star Room, Children's Fun Room, Cement Projection Room... ten guest rooms with different styles; Outside, spacious courtyards, green bamboos and mirror swimming pools are surrounded by mountains not far away.
This is the "Slow down, Ten Rooms" homestay located in Changzhou Village, Xiaying Town, Jizhou District, which won the "Gold Award" for the excellent group of works in the first Jizhou District homestay design contest. Wang Hongjie, a homecoming entrepreneurial youth in charge of the home stay business, said: "Our customers are mainly the post-90s and post-00s. According to their needs, the home stay has set up board games, bars, swimming pools, and the names of each room are chosen according to the preferences of young people. The yard needs to be well decorated."
Located at the foot of the Great Wall, Changzhou Village is an early village to develop rural tourism in Jizhou District. Of the 89 households in the village, 60 have opened farmhouses. With policy encouragement and financial support, more and more villagers like Wang Hongjie are upgrading their homesteads, realizing the transformation and upgrading of farmhouses to high-quality home stay. "From a farm house loan of 50000 yuan and 100000 yuan to a 'home stay loan' of up to 3 million yuan at present, we have supported a batch of home stays to complete large-scale transformation," said Meng Fanye, product manager of the Three Rural Financial Business Department of Tianjin Branch of Postal Savings Bank.
Guojiagou Village, Xiaying Town, Jizhou District, is also a typical representative of home stay aggregation. Hu Jinling, secretary of the party branch of Guojiagou Village and director of the village committee, introduced that since 2012, Guojiagou Village has started to promote the construction of rural tourism boutique villages, gradually formed a boutique home stay group, and introduced a professional operation team in 2021 to create a comprehensive scenic spot and "home stay+" industry.
In December 2022, Guojiagou Scenic Spot was rated as the first national 4A scenic spot in the rural category in Tianjin. The per capita annual income of the whole village has exceeded 100000 yuan, more than three times the per capita disposable income of rural residents in the city. The majority of villagers have become rich through rural tourism and become well-off.
Zhao Xianjian said that Tianjin is promoting the cluster development of homestays in villages with conditions, such as Guojiagou Village, Changzhou Village, Yushizhuang Village, Jizhou District, and Lirendanzhuang Village, Wuqing District. Through collaborative operation, overall marketing and business sharing, Tianjin is forming scale effects and promoting rural revitalization.
In addition, Tianjin will also promote the large-scale operation of home stay by revitalizing idle rural assets. Li Jie, director of the Engineering Planning Department of Tianjin Rural Tourism Development Co., Ltd., introduced that Tianjin Rural Tourism Development Co., Ltd. has launched the circulation system of idle rural houses, and has collected more than 2200 idle rural houses. The goal is to achieve operation and circulation of 400 to 500 homestays by 2024, build 1 to 2 demonstration projects, and attract investment from 1 to 2 high-quality enterprises, Plan and design at least 10 high-quality lines, and realize no less than 100000 person times of drainage. (Reporter Wang Ning)
