Xiaogang Village: A UNESCO Best Tourism Village and Model for Rural Reform

HEFEI, Nov. 15 (Xinhua) — Xiaogang Village, nestled in Fengyang County, Anhui Province, received international acclaim as one of the "Best Tourism Villages of 2024" awarded by the United Nations World Tourism Organization during a recent meeting in Cartagena, Colombia. Known as the birthplace of China’s rural reform, Xiaogang’s recognition showcases its ability to leverage rich cultural heritage to promote tourism and enhance the quality of life for its residents.

The Journey from Poverty to Prosperity

Historically, Xiaogang was a village beset with challenges, including barren land and limited water resources. However, the transformative moment came in 1978 when 18 farmers, including prominent local Yan Jinchang, made a revolutionary decision to divide their land among themselves. This bold move not only secured their future but ignited a broader agricultural reform across China, earning Xiaogang the moniker "first village in rural reform."

Reflecting on this journey, 81-year-old resident Yan Jinchang expressed his astonishment at Xiaoang’s meteoric rise: “In my wildest dreams, I never imagined that Xiaogang, once so destitute we could barely fill our stomachs, would one day feast on the riches of tourism.”

Tourism as a Lifeline

In 2024, Xiaogang Village saw a surge in popularity, attracting over 410,000 visitors in the first three quarters alone. This influx highlights the village’s successful shift toward a tourism-driven economy.

Local resident Yan Deshuang, who operates the thriving "Jinchang Restaurant," noted the importance of local produce in their culinary offerings: “We grow seasonal vegetables in our backyard and source fresh ingredients from the local market every morning, ensuring our guests get the true taste of farmhouse cuisine.” What began as a modest single-stove operation has burgeoned into a bustling eatery featuring over 30 tables and a dedicated professional chef.

Integration of Culture and Heritage

Xiaogang’s tourism strategy is deeply rooted in its rich cultural heritage. According to Li Jinzhu, first secretary of the village’s Party committee, the village has incorporated over 10 intangible cultural projects and traditional skills into its tourism framework, including Fengyang flower-drum dance and Fengyang paintings. This innovative approach has resulted in creating a vibrant live broadcasting base for these cultural heritages, enhancing visitor engagement.

One of the highlights for tourists visiting Xiaogang is a farmhouse situated near the site of the pivotal contract signing in 1978. Here, Deng Fanlan, a 78-year-old local, enthralls audiences with the Fengyang flower-drum dance. “When I was young, I never imagined that our traditional art form would become an intangible cultural heritage and that I would perform it for tourists in my old age,” Deng shared, reminiscing about her youth when she initially performed to solicit food.

Economic Impact and Community Engagement

In 2023, Xiaogang reported impressive tourism revenues, totaling 150 million yuan (approximately 20.8 million U.S. dollars). Significantly, half of the villagers are now involved in the tourism industry, underscoring a major shift in local employment paradigms that prioritized cultural engagement and sustainable development.

Through initiatives like the Best Tourism Villages program, launched by UN Tourism in 2021, villages like Xiaogang are empowered to safeguard cultural legacies while fostering economic sustainability. With Xiaogang’s recent accolade, China currently boasts 15 villages on this esteemed list.

Looking Ahead

The recognition of Xiaogang Village serves as an inspiring example for rural communities around the world facing similar challenges. It demonstrates how a vibrant connection to local culture and a commitment to sustainable tourism can revitalize economies and strengthen community ties.

For those in the tourism industry, Xiaogang’s story offers key lessons in leveraging local heritage and community involvement to create unique and sustainable travel experiences that attract visitors while preserving cultural integrity.

This remarkable evolution of Xiaogang Village invites readers to rethink their perceptions of rural communities and their potential roles in the global tourism landscape. As we witness this ongoing transformation, we encourage discussions on the importance of cultural heritage in tourism and how other villages worldwide can learn from Xiaogang’s exemplary model.

For more insights on sustainable tourism practices and village transformations, explore our related articles here.

Sources include Xinhua News Agency and the UN World Tourism Organization. For more information, visit UNWTO’s official website.

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