From Rural roots to tourism triumph: the story of Xiajiang village
Xiajiang village is not only a memorable destination for locals and foreigners, but more importantly, a living museum of Chinese traditions.
An aerial view of Xiajiang village. (Courtesy photos)
Parsley Ngonzi
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Xiajiang village is nestled in the heart of Chun'An County, Zhejiang Province, China. With an illustrious history spanning over eight centuries, Xiajiang has been charged with a huge spark of remarkable transformation.
It's not only a memorable destination for locals and foreigners, but more importantly, a living museum of Chinese traditions.
The village has recently been named one of the best tourism villages of 2023 by the United Nations World Tourism Organization (UNWTO). This grand recognition comes only after more than two decades of government development efforts, making it a unique case study for rural transformation.
It's about a 3 hours drive from Zhejiang University of Science and Technology in Hangzhou, to Xiajiang, situated in the lush mountains, adjacent to the monumental QianDao lake. On Friday, January 17, 2025, a few of the international students set off for this thrilling adventure.
Tourism in Xiajiang is an irresistible magnet for skilled locals to return to the village.
Historical records reveal that the residents originally migrated from Sichuan during the Jingkang period of the Northern Song Dynasty (1126 A.D), and have since called this village home. Very recently in 2020, a Chinese movie blockbuster, "Me and my hometown" had several scenes shot from this serene village.
The popularity of the film has also attracted hordes of tourists there, except we who had just heard about the movie then and there.
In the northwest corner of the village, I saw a lotus pond, three muddy-walled cottages adorned with black-tiled roofing, a small playground and an obsolete play arena and these sights struck me with pitch nostalgia of what rural areas and dilapidated schools and nursery homes are like in Uganda, my home country and yet this is a depiction of what China typically was just three decades ago.
Xiajiang Village is not only a stark reminder of the exponential growth in China's economy, but also a platform to witness the government's foremost commitment in safeguarding the nation's time-honored traditions and cultural heritage.
Students pose for a photo during the trip.
From 2003 to 2007, the Chinese government proposed to develop ecological agriculture while protecting the local environment. With the efforts of 40 locals, 97 percent of the land was covered with vegetation.
In 2011, the village launched a project to improve its rural environment, which included standardising house exteriors with a coat of white paint. This gave the village's homes a uniform style, resulting in a scenic landscape reminiscent of an ink-wash painting with white walls and black tiles.
Through imaginative tourism endeavours, the village is breathing new life into ancient customs, such as local operas, rice cake pounding, bamboo weaving, root carving and the art of tea-making.
These traditions are not merely preserved but also shared with visitors, infusing the village with a renewed cultural vibrancy. To secure a sustainable future, Xiajiang village is weaving together the threads of agriculture and tourism.
This innovative approach diversifies their industrial landscape, blending traditional farming with immersive tourist experiences.
Studens having a light moment.
Beyond their picturesque landscapes and vibrant traditions, Xiajiang village has set its sights on a higher purpose–poverty alleviation. The village serves as a beacon, rallying the surrounding areas to join the tourism journey.
This initiative creates jobs, nurtures rural entrepreneurship, and uplifts the lives of villagers, fostering a brighter and more prosperous community. In Xiajiang Village, tourism isn't just about attracting travellers; but preserving the past, creating a sustainable future, and weaving a tapestry of experiences that resonate with the modern world.
Cultural Heritage Preservation takes centre stage in Xiajiang, not only preserving cherished traditions, but also revitalising the village's economic and social development fiber.
Tourism in Xiajiang is an irresistible magnet for skilled locals to return to the village. The economic landscape has shifted from a sole focus on agriculture to a dynamic blend of agriculture, culture, and tourism.
This transformation has spurred a growing demand for a diverse range of talents in rural areas, creating fresh employment opportunities. The village has remarkably witnessed an influx of more than 200 skilled individuals in recent years, each contributing their expertise to the rural renaissance.
The village also invested in ecosystem restoration and concerted efforts to address challenges related to rural water systems, barren slopes and agricultural pollution. In 2022, Xiajiang welcomed a record number of 409,500 visitors, generating 65.65 million yuan in tourism revenue.
Xiajiang village formed a rural tourism development alliance in 2019, which has not only attracted more tourists, but also boosted annual tourism income to surpass 100 million RMB.
There's also a low-carbon B&B group which has championed ecological sustainability. Xiajiang village, with stringent standards for B&B construction that prioritize eco-friendliness and cultural authenticity, they have redefined hospitality.
Under the symbiotic mechanism of strictly adhering to ecological protection and promoting the green economy, Xiajiang village takes "original mountains, raw water and original villages" as the foundation to further promote the new model of integration of agriculture and tourism.
It has put into operation many innovative agricultural parks like Xiajiang Linxia Traditional Chinese Medicine Herbs and the yuantang kiwi fruit garden.
It has carried out 13 municipal ecological restoration village projects, and has as a result promoted the organic integration of primary, secondary and tertiary industries, and turned ecological advantages into economic advantages and green mountains into gold and silver mountains.
The trip to Xiajiang village was generally a success, and I savoured every moment of it. We were able to glean fresh insights into what rural development actually is in China. Xiajiang village is a perfect example of how a once impoverished rural area can transform into a thriving and eco-friendly destination.
It has embraced the philosophy that “Lucid waters and lush mountains are invaluable assets”, turning its natural beauty into a sustainable source of prosperity. The village has developed a series of eco-friendly and culturally rich industries, such as ecological agriculture and rural tourism.
It also actively promotes the concept of “common prosperity” by forming regional cooperative models like the “Da Xiajiang” consortium, which helps to uplift the entire region through shared resources and joint development.
The only significant challenge was the language barrier, as most of the international students needed translation to their respective native languages.
I am proficient in Chinese Mandarin and volunteered to assist some of the students in this regard. Despite the language differences, the locals I interacted with were quite forthcoming, warm, and hospitable. These exchanges have enormously enriched my perception of Chinese people and culture.
For international students, Xiajiang village offers a powerful lesson in resilience and innovation. It shows that even the most challenging circumstances can be overcome with the right vision and collective effort.
The village's success in balancing tradition with modern development, and its ability to attract visitors through authentic cultural experiences and eco-friendly practices, can inspire others to seek similar paths.
The writer is a student (Uganda) of Zhejiang University of Science and Technology, Hangzhou, China.
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