Global Leaders Unite in China to Forge a New Era in Rural Tourism
Huzhou, China, November 14, 2024 / TRAVELINDEX / The 2024 Lucun Forum, held from November 8-10, 2024 brought together an impressive coalition of global leaders, policymakers, and innovators in rural tourism. As the permanent site for the annual Lucun Forum, Huzhou’s World Rural Tourism Town has become a symbol of sustainable rural revitalization and a hub for pioneering conversations on the future of rural tourism.
This year’s forum, hosted by the World Rural Tourism Council (WRTC) and jointly organized by CCTV, China Zheshang Bank, Zhejiang International Studies University, the Financial Services Committee of the General Association of Zhejiang Entrepreneurs, and the Zhejiang Rural Tourism Research Institute, explored the theme of financial empowerment as a catalyst for rural tourism development. Through strategic investments, partnerships, and new financial models, the event emphasized how finance can strengthen rural communities while preserving cultural heritage. Featuring high-level speakers, collaborative roundtables, and cultural performances, the forum provided a unique platform for exchange among international experts from the public and private sectors.
The 2024 Lucun Forum opened with an inspirational ceremony that celebrated Huzhou’s natural beauty and cultural heritage. Distinguished speakers, including Mr. Chris Flynn, Executive Chairman of the Asia-Pacific Region of The World Tourism Council and Founder of the World Tourism Association for Culture and Heritage, and Peter Semone, Chairman of the Pacific Asia Travel Association, offered congratulatory remarks, in the spirit of collaboration and commitment to rural progress.
Event Highlights and Agreements
Throughout the three-day event, the Lucun Forum included several key meetings: the Lucun Forum, the Lucun Consensus Roundtable and the World Kids Wear Alliance Conference. These sessions welcomed more than 300 representatives from over 40 countries, creating a lively exchange platform to discuss rural revitalization, identify innovative practices, and foster partnerships. During the forum, participants jointly signed 11 cooperation agreements, furthering their commitment to advancing rural tourism and high-quality rural revitalization.
Financial Innovations as Pillars of Rural Development
A central theme of the forum was financial empowerment as the foundation for rural revitalization. Mr. Lu Jianqiang, Chairman of Zheshang Bank, discussed the bank’s commitment to eco-development, emphasizing how financial institutions now provide not only funding but also strategic consultation to promote sustainable rural tourism. “Financial institutions are central to sustainable growth,” he stated, affirming the alignment of economic investment with environmental priorities.
Storytelling and Youth Engagement
The media’s role in promoting rural revitalization was also spotlighted. Mr. Guo Tong, Chairman of CCTV.com, announced a series of micro-documentaries designed to share the journey of rural communities, fostering greater appreciation and support for rural revitalization. “Telling the story of rural revitalization is essential to foster appreciation and inspire support,” Mr. Guo emphasized.
Financial Innovations as Pillars of Rural Development
A central theme of the forum was financial empowerment as the foundation for rural revitalization. Ms. Zhang Huanzhou, President of Zhejiang International Studies University, emphasized the critical role of rural financing in closing the urban-rural divide. According to Ms. Zhang, effective rural financing models can provide much-needed resources to develop infrastructure, support local businesses, and improve the quality of life in rural areas, ultimately creating stronger connections between urban and rural communities.
Ms. Zhang presented an innovative social insurance model designed for the rural tourism sector. In her proposed model, municipalities would cover 80% of insurance premiums while tourism operators would contribute the remaining 20%. This structure, she explained, could alleviate some of the financial pressures on rural tourism operators and serves as an example of how collaborative efforts between local governments and businesses can support rural tourism workers, create more sustainable employment opportunities, and stabilize the tourism economy in rural areas.
“Bridging the gap between urban and rural communities isn’t just about infrastructure,” Ms. Zhang noted. “It’s about ensuring that those who work in rural tourism have the same protections and opportunities as their urban counterparts.”
Youth Ambassadors of Hospitality: Showcasing Professionalism and Cultural Pride
Students from Zhejiang International Studies University played a vital role at the forum, serving as “Ambassadors of Hospitality” for the international delegation. Students like Mr. Liu Yipeng (Christopher), studying in the School of English Studies acted as interpreters, guides, and cultural advisors, ensuring a seamless experience for foreign attendees. With professionalism, warmth, and deep knowledge of the local culture, these student ambassadors not only facilitated communication across languages but also provided invaluable insights into the customs and heritage of the region, leaving a lasting impression on guests from around the world.
The 2024 Lucun Consensus Roundtable: A Vision for Global Collaboration
The afternoon session featured the 2024 Lucun Consensus Roundtable, opened by Mr. Gan Yongfu, Vice Chairman and Secretary General of the WRTC. Mr. Gan warmly welcomed the delegation, saying, “We are happy to welcome you into the WRTC family. You are always welcome to return.” His impassioned remarks set an inspiring tone for discussions on building a shared future where rural tourism becomes a driving force in sustainable global development. Mr. Gan’s address sparked enthusiastic discussions about collaborative solutions to the challenges facing rural communities worldwide that lasted throughout the event.
Toward a Global Blueprint for Rural Tourism
The forum’s agenda included the release of three cornerstone publications: Research Report: Finance Promotes Rural Revitalization Characteristic Branding (Green Book), Research Report: Rural Tourism Promotes Rural Revitalization Characteristic Branding (Green Book), and the Huzhou Consensus: Finance Promotes Rural Revitalization. Together, these reports present strategies for using financial resources to support rural economies, build sustainable tourism models, and preserve cultural heritage.
Dr. Scott Michael Smith of Assumption University of Thailand, summed up the forum’s mission in his remarks: “Rural tourism represents more than just economic growth; it’s a pathway to elevate entire communities by preserving cultural heritage, empowering residents, and fostering sustainable development.” Dr. Smith went on to emphasize the unique strength of China’s model, saying, “This region celebrates its legacy, proving that cultural preservation and economic opportunity can indeed be woven together.” He highlighted the transformative potential of rural tourism, noting that, “Sustainable rural tourism honors the land, enriches the people, and invites travelers to not only see but to feel the heartbeat of a destination, providing exciting opportunities for youth to leave the field without leaving the village.”
A Visit to Zhili: New Attractions for Cultural Tourism
The day following the Lucun Forum, the foreign delegation traveled to Zhili for the founding conference of the World Kids Wear Alliance and the grand opening of the China Children’s Clothing Art Center. The center, Zhili’s latest cultural and tourist attraction, offers modern, interactive exhibits that take visitors through the history of clothing manufacturing and the region’s rich heritage in children’s wear. The center’s engaging, hands-on displays will be a popular destination for visitors interested in the intersection of fashion, history, and cultural tourism.
A Sustainable Vision for Rural Development
As the 2024 Lucun Forum concluded, it left a powerful vision for the future of rural tourism—one where financial innovation, cultural preservation, and collaborative action combine to build resilient rural economies. This year’s forum underscored that true revitalization is achieved not only through investments and policies but through a shared commitment to the people and stories that define rural communities.
The 2024 Lucun Forum demonstrated that when financial support and cross-sector partnerships align, they empower communities, honor cultural heritage, and pave the way for lasting, meaningful growth. With these insights, the WRTC and its partners are poised to lead rural tourism toward a more sustainable and inclusive future.
