Reaping the tourism benefits of old town rustic charms
By Lu Feiran |
October 27, 2012, Saturday
|
Print Edition
Print Edition
RURAL areas in Minhang where development has yet to pave over traditional farmland are proving popular tourist destinations for those seeking a respite from the urban jungle.
Zhaojialou Old Town, the traditional agricultural area of Pujiang Town, attracted more than 200,000 domestic and foreign tourists over the Mid-Autumn Festival and National Day holidays in early October, making it the third most popular scenic destination in Shanghai.
A sunflower festival just outside the town was part of the attraction. Nearly 30 varieties of sunflowers from all over the world bathed 16 hectares of landscape a golden hue.
"Most of the people who visited Zhaojialou during the eight-day holiday came to see the sunflowers," said Gu Jiahua, an official with the Zhaojialou Operation & Management Co. "And we gained some advantages from the festival."
Although no figures are in, Gu said he expects the money spent by visitors this year exceeded last year's figure and that trend will continue in coming years.
Tourists who visit Zhaojialou often say they are amazed to discover its beauty and tranquility for the first time.
"I went to the sunflower festival," said a tourist named Wang Yi. "And then I went into Zhaojialou to find a place to eat. It was all very nice. I think I'll go there again sometime."
Gu said tourism development in Zhaojialou is in its initial stages. In the next three years, the town with more than 300 years of history is planning to augment its ancient cultural sites with modern accommodation and entertainment.
Still, preserving the town's agricultural roots is at the center of planning.
"We want to exhibit the agricultural history of the town," Gu said. "That includes plans to create a setting where city people can come here and experience the life of farmers. Agriculture is our draw card, and we'll use it well."
Hotels, guesthouses, bars and restaurants are also expected to be built in the area to improve services for visitors.
Amid rapid urbanization, traditional farming has fast disappeared as a driving force in Minhang's economy. In Pujiang today, crops, animal husbandry, fishing and forestry account for only about 1 percent of local gross domestic product. But it's a 1 percent that the government treasures and wants to keep.
"Agriculture has an important role in driving other industries, such as tourism and ecological development," said Ji Yuping, a director of Pujiang Town.
Along with the sunflower festival, four leisure centers themed around agriculture have opened in Pujiang.
The icing on the cake, from the perspective of local officials, is a plan to create a new rose garden, a green belt and a vineyard park.
"I would like to see modern agriculture become a signature brand of Pujiang, with quality comprehensive development rather than simple farmhouse tourism," said Ji.
Zhaojialou Old Town, the traditional agricultural area of Pujiang Town, attracted more than 200,000 domestic and foreign tourists over the Mid-Autumn Festival and National Day holidays in early October, making it the third most popular scenic destination in Shanghai.
A sunflower festival just outside the town was part of the attraction. Nearly 30 varieties of sunflowers from all over the world bathed 16 hectares of landscape a golden hue.
"Most of the people who visited Zhaojialou during the eight-day holiday came to see the sunflowers," said Gu Jiahua, an official with the Zhaojialou Operation & Management Co. "And we gained some advantages from the festival."
Although no figures are in, Gu said he expects the money spent by visitors this year exceeded last year's figure and that trend will continue in coming years.
Tourists who visit Zhaojialou often say they are amazed to discover its beauty and tranquility for the first time.
"I went to the sunflower festival," said a tourist named Wang Yi. "And then I went into Zhaojialou to find a place to eat. It was all very nice. I think I'll go there again sometime."
Gu said tourism development in Zhaojialou is in its initial stages. In the next three years, the town with more than 300 years of history is planning to augment its ancient cultural sites with modern accommodation and entertainment.
Still, preserving the town's agricultural roots is at the center of planning.
"We want to exhibit the agricultural history of the town," Gu said. "That includes plans to create a setting where city people can come here and experience the life of farmers. Agriculture is our draw card, and we'll use it well."
Hotels, guesthouses, bars and restaurants are also expected to be built in the area to improve services for visitors.
Amid rapid urbanization, traditional farming has fast disappeared as a driving force in Minhang's economy. In Pujiang today, crops, animal husbandry, fishing and forestry account for only about 1 percent of local gross domestic product. But it's a 1 percent that the government treasures and wants to keep.
"Agriculture has an important role in driving other industries, such as tourism and ecological development," said Ji Yuping, a director of Pujiang Town.
Along with the sunflower festival, four leisure centers themed around agriculture have opened in Pujiang.
The icing on the cake, from the perspective of local officials, is a plan to create a new rose garden, a green belt and a vineyard park.
"I would like to see modern agriculture become a signature brand of Pujiang, with quality comprehensive development rather than simple farmhouse tourism," said Ji.
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