Grasping the opportunity of leisure agriculture development to create the growth pole of new ecological agriculture

Grasping the opportunity of leisure agriculture development to create the growth pole of new ecological agriculture

The “Twelfth Five-Year Plan” of national leisure agriculture and rural tourism development is good, new multi-agents emerge, new mechanisms are continuously explored, new functions are expanded, and new types are diverse. Statistics show that in 2015, the country's leisure agriculture and rural tourism received more than 2.2 billion tourists, operating income of more than 440 billion yuan, and 7.9 million employees, including 6.3 million farmers, which benefited 5.5 million farmers. During the “Twelfth Five-Year Plan” period, the average annual growth rate of the number of tourists and business income exceeded 10%. The whole industry showed the development characteristics of “speeding up development, optimizing layout, improving quality and expanding the field”, and became a new format and new development of economic and social development. Highlights. During the "Thirteenth Five-Year Plan" period, we must proceed from the long-term development of leisure agriculture and rural tourism industry, accelerate the upgrading of industrial upgrading, and truly reflect the peasants' labor life, rural customs and agricultural industrial characteristics, and strive to create this new business. The new growth pole of farmers' income increase.

Firmly grasp the development opportunities of leisure agriculture and rural tourism

China's leisure agriculture and rural tourism have experienced germination and start, and are now entering a stage of rapid development. In general, leisure agriculture and rural tourism have changed from the sideline business of farmers to the new industrial status of rural areas. From the temporary arrangement of citizens to the regular lifestyle, the general work in the agricultural sector has become an important Work tasks, leisure agriculture and rural tourism are facing rare opportunities for development.

Strong market demand

International experience shows that when the per capita GDP of a country or region exceeds 5,000 US dollars, it will form a consumer demand for leisure vacations, and the leisure consumption capacity will be significantly enhanced and diversified. In 2015, China's per capita GDP exceeded 8,000 US dollars. In the next 20 years, China's per capita GDP level will further increase. It is estimated that the per capita annual leisure tourism will exceed 5 times, and the national leisure tourism market will exceed 8 billion person-times, showing an explosive growth trend. Especially with the change of lifestyle, the optimization and adjustment of national statutory holidays, the gradual implementation of the paid vacation system, and the implementation of the 2.5-day flexible vacation system, leisure vacations will develop from a few people’s products to popular and regular consumption. Lifestyle, leisure and sightseeing, and universal family tourism will surely become the driving force for the rapid development of leisure agriculture and rural tourism.

Better development foundation

In recent years, we have vigorously promoted the development of urban and rural integration, continuously increased investment in infrastructure construction, promoted the equalization of public services and the equal exchange of urban and rural elements, and improved the water circuit and communication facilities in rural areas, and the society of science, education, culture and health. The level of career has improved significantly, which has laid a good foundation for the development of leisure agriculture and rural tourism. The agricultural departments at all levels have effectively guided and promoted the sustainable and healthy development of the industry by strengthening planning and guidance, researching and formulating policies, increasing brand cultivation, strengthening public services, strengthening publicity and promotion, and focusing on departmental cooperation. All localities regard leisure agriculture and rural tourism as emerging industries, formulate development plans, define development directions, create development policies, increase support, and strengthen the conditions for public service creation and development. The 254 leisure agriculture and rural tourism demonstration counties identified throughout the country will be leisure agriculture and Rural tourism is positioned as a pillar industry and leading industries to give priority to development, providing good conditions for promoting industrial development.

National policy encouragement

This year's Central No. 1 document specifically proposes to vigorously develop leisure agriculture and rural tourism, making it an emerging pillar industry for prosperous rural and affluent farmers. In terms of land use policy, it proposes to support qualified places to revitalize rural idle houses and collectives. Construction land, “four wasteland”, available forest farms and water resources and other asset resources to develop leisure agriculture and rural tourism, and require local areas to incorporate leisure agriculture and rural tourism project construction land into the overall land use planning and annual plan. In the support project, it is proposed to implement the leisure agriculture and rural tourism upgrading project, and adopt the support methods such as awards, subsidies, financial subsidies, and industrial investment funds to focus on improving the basic service facilities of key leisure tourism villages. In the three documents of accelerating the transformation of agricultural development mode, promoting the integration and development of rural primary and secondary industries, and promoting tourism investment and consumption, the General Office of the State Council emphasized the need to strengthen planning and guidance, expand various functions of agriculture, and vigorously develop leisure agriculture and rural tourism. Promote rural poverty alleviation and promote the deep integration of agriculture and tourism, education, culture, and health care.

This year, the Ministry of Finance and the Ministry of Agriculture specially arranged the pilot project for the integration of rural one, two, and three industries, as well as the “one hundred and ten million” project of the integration of the first, second and third industries implemented by the National Development and Reform Commission and the Ministry of Agriculture, all of which focused on leisure agriculture and rural tourism. Support content. The requirements of the Party Central Committee and the State Council for deployment and policy dividends will become a strong support for the new round of development of leisure agriculture and rural tourism.

But we must also see that opportunities and challenges are at the same time. As a new type of industrial form and consumer industry, leisure agriculture and rural tourism have problems such as insufficient mental preparation, lag in infrastructure, and need to improve service quality in the process of rapid development. Generally speaking, the overall development mode is still relatively extensive, and it is not compatible with the market demand for explosive growth. It is a long way to go to develop leisure agriculture and rural tourism.

Fully understand the important role of leisure agriculture and rural tourism

To guide and develop leisure agriculture and rural tourism, it is very important to understand and grasp from the overall situation of rural economic and social development in order to enhance the consciousness and initiative of the work.

It is necessary to fully understand the development of leisure agriculture and rural tourism is an important way to drive farmers to increase employment and industry to get rid of poverty.

The development of leisure agriculture and rural tourism can enable agricultural production to achieve both value-added products and spiritual products, effectively increase agricultural operating income; can extend the agricultural industrial chain, expand employment capacity, and effectively increase farmers' wage income; The “farmland” of the citizens’ leisure and the hotels that can be rented and rented can effectively increase the property income of the peasants; the agricultural production areas can be turned into scenic spots where the residents are close to nature and enjoy the rural scenery, and the income of the peasants is guaranteed “every seasons”. Especially for poor areas, it is an effective way to achieve poverty alleviation. Most of the poverty-stricken areas are uncultivated virgin land and original ecological land. The ecological environment is good, the characteristics of agricultural products are obvious, the folk customs are different, and the ancient villages are diverse in form, which has the unique advantage of developing leisure agriculture and rural tourism. In these areas, vigorously developing leisure agriculture and rural tourism, forming industrial support, establishing a support mechanism, and realizing benefit sharing can lead a way out of poverty.

It is necessary to fully understand the development of leisure agriculture and rural tourism is an important part of promoting structural reform of agricultural supply side.

There is still a problem of insufficient effective supply in current leisure agriculture and rural tourism. In some places, it is difficult to meet the high-quality leisure consumption needs of urban and rural residents in terms of product variety, accommodation environment, service quality, cultural display, and farming experience. Some business entities have a single function. The orchard can only provide picking. The farmhouse can only provide accommodation and accommodation. The agricultural park can only provide science tourism, sightseeing, experience, leisure, vacation, dining, and scenic viewing. There is no structural optimization and business connection. As a result, tourists are reluctant to come and can’t wait. This situation restricts the development of the industry. This requires the promotion of supply-side structural reforms. On the one hand, it improves the quality of supply, and strives to create leisure agriculture and rural tourism products with complete functions, beautiful environment, rich experience activities, green products and cultural connotations. . On the other hand, the public service will be increased, and the line will be lined up and connected to the surface to promote the balance between low-level supply and demand and the high level of supply and demand.

It is necessary to fully understand the development of leisure agriculture and rural tourism is an important carrier to promote the integration and development of rural one, two and three industries.

The development of the integration of the first, second and third industries involves a wide range of areas and rich connotations. It is necessary to lay a solid foundation for the industry, promote the extension of the industrial chain of the secondary industry, and extend the value chain of the tertiary industry. Leisure agriculture and rural tourism are very good examples of the integration of the development of the first, second and third industries, and are one of the effective carriers for the integration of the first, second and third industries. On the basis of producing large-scale production of agricultural products, many business owners develop the secondary industry in the processing industry, develop leisure and holiday, pension, and farming experience, and make agricultural production, agricultural products processing, leisure and sightseeing services organically. Together, it has realized the integration and development of the three rural industries and expanded the development space of the rural areas.

It is necessary to fully understand the development of leisure agriculture and rural tourism is an important platform to promote farmers' entrepreneurial innovation.

Mass entrepreneurship and innovation are the new kinetics of economic and social development. Leisure agriculture and rural tourism resources are low in consumption, investment quota is small, employment capacity is large, market demand is high, and comprehensive benefits are high. Farmers, college students, and returning migrant workers can all participate, which is a vast world where entrepreneurial innovators can make a difference. A large amount of leisure consumption provides an infinite market for innovative entrepreneurs. The application of technologies such as the Internet provides convenient conditions for entrepreneurial innovators to obtain creative information, publish leisure products, and conduct financing. The improvement of basic conditions such as mobile communication, high-speed railway, e-commerce, and online payment has provided a powerful guarantee for entrepreneurial innovators. A large number of people who are engaged in leisure agriculture and rural tourism have taken the development path of “small, specialized, refined, special and new” and created a group of “people without me, people with me, people with special, people for special”. "The leisure products and services, their success, played an important role in demonstrating the innovation and entrepreneurship of farmers.

Solidly promote the promotion of leisure agriculture and rural tourism

During the "13th Five-Year Plan" period, the development of leisure agriculture and rural tourism should firmly establish the development concept of "innovation, coordination, green, openness, and sharing", aiming at promoting farmers' income, meeting the leisure consumption needs of residents, and building beautiful villages. Focusing on consumption vitality, promoting industrial upgrading, and implementing industrial poverty alleviation, relying on green water, green hills, pastoral scenery, local culture and other resources, adhere to farming culture as the soul, beautiful pastoral rhyme, ecological agriculture as the foundation, innovation and creation as the path, ancient village In order to promote the deep integration of agriculture and tourism, education, culture, health and old-age industries, strengthen overall planning, strengthen policy creation, organize the implementation of leisure agriculture and rural tourism upgrading projects, and strive to achieve an average annual growth rate of more than 10% by 2020. .

Focus on optimizing the layout, focus on the enhancement of rich types and fusion aggregation

We must promptly study and formulate guiding opinions for promoting the development of leisure agriculture and rural tourism, and strive for major breakthroughs in planning guidance, development policies, public services, and project support. The "13th Five-Year Plan for the Integration of Agricultural Products Processing Industry and Rural One, Two, and Three Industries" is being prepared, and the development ideas, overall goals, and key tasks of the leisure agriculture and rural tourism during the 13th Five-Year Plan period should also be deployed. All localities should strengthen planning and guidance in light of local conditions, accelerate the development of leisure agriculture and rural tourism products with different characteristics, and meet the diversified and individualized needs of consumers. We must vigorously support farmers in the development of farmhouse music, and encourage the development of a cluster of 1-2 industries with leisure agriculture and rural tourism as the core. From point development to piece creation, there must be differences, scale, and characteristics; encourage in appropriate areas. To develop leisure farms that focus on expanding agricultural functions and inheriting farming culture, taking into account the holiday experience; encouraging the construction of leisure farms with science, education, demonstration and traditional farming culture display functions; under the premise of meeting planning, protecting the environment and benefiting farmers Guide multi-investment entities to develop characteristic homestays, and build special service facilities such as catering, accommodation, shopping and entertainment to meet the needs of consumers.

Focus on rich connotations and focus on improving cultural heritage and creative design

We will conscientiously grasp the census of important agricultural cultural heritages in the country, and work closely with relevant departments in the areas of traditional village protection, cultural heritage exploration, and cultural creative design. Important agricultural cultural heritage is both an honor and a responsibility. Local governments and departments should implement protection responsibilities, attach importance to the protection and excavation of rural cultural resources, strengthen the creative design of leisure agriculture and rural tourism business sites, promote the integration of agriculture and culture, science and technology, ecology and tourism, increase the added value of agricultural products, and enhance leisure. Cultural tastes of agriculture and rural tourism. We must handle the relationship between protection and utilization, strengthen research on the value of agricultural cultural heritage, strengthen the protection of rural cultural relics, traditional villages and traditional dwellings, develop beautiful leisure villages with cultural connotations, and accelerate the promotion, protection and continuation of local folk culture. .

We must focus on increasing income and getting rid of poverty, and strive to achieve improvement in industrial integration and benefit sharing.

It is necessary to conscientiously implement the guiding opinions on the development of characteristic industries in the poverty-stricken areas jointly promoted by the nine departments, and promote leisure agriculture and rural tourism as the key points of poverty alleviation in the industry, and will provide leisure agriculture and rural tourism to village cadres in poverty-stricken areas at different levels and in a planned manner. The special training class will help cadres and the masses in poverty-stricken areas to improve their ability to develop leisure agriculture and rural tourism. In poverty-stricken areas with advantages in resource endowment, farmers should be supported to develop leisure agriculture and rural tourism cooperatives, farmhouses and small-scale picking gardens, etc., to promote the transformation and upgrading of traditional breeding industries, and promote the integration of rural first, second and third industries in poverty-stricken areas. Increase the creation of leisure agriculture and rural tourism brands in poverty-stricken areas and apply for protection of important agricultural cultural heritage in China. It is necessary to explore the participation of social capital in the development of leisure agriculture and rural tourism benefit sharing mechanisms in poverty-stricken areas, and guide and support social capital to develop projects with high participation and benefit from farmers, and strive to promote poverty alleviation.

It is necessary to upgrade around the file and focus on improving personnel quality and facilities improvement.

Arrange agricultural agricultural heritage training, organize and implement the pilot project of rural first, second and third industry integration, and support and promote the infrastructure to improve leisure agriculture and rural tourism. All localities should base themselves on improving the level and quality of industrial development, enrich and enrich a group of planning and design, creative planning and marketing talents, increase the training of employees and improve service levels. We must take various measures to increase support, focus on improving basic service facilities, and support the construction of a number of leisure agriculture professional villages, leisure agricultural parks, and leisure tourism cooperatives with complete functions, outstanding features and excellent services, and enrich and enrich a group of planning and design. Planning and marketing talents, increase the training of employees, improve the service level, realize the accelerated development of characteristic agriculture, the purification and beautification of village environment and the simultaneous improvement of leisure service capabilities.

It is necessary to focus on orderly development and focus on improving management and ecological protection.

We will increase the formulation and promotion of standards and norms for leisure agriculture and rural tourism, guide local governments to formulate relevant standards, gradually promote management standardization and service standardization, and promote the orderly development of leisure agriculture and rural tourism. All localities should guide the leisure agriculture and rural tourism operators to establish the concept of development and protection. Under the overall consideration of resources and environmental carrying capacity, we must increase ecological environmental protection and take a resource-saving and environment-friendly development path. Achieve coordinated development of economic, ecological and social benefits.

Focus on brand cultivation and focus on achieving major improvements in typical demonstrations and atmosphere creation.

In accordance with the idea of ​​combining points and lines, on the basis of integration and optimization, we will focus on creating a “3 1 X” leisure agriculture and rural tourism brand system. “3” refers to brand creation and promotion on the pastry line. On the surface, we will continue to establish national demonstration villages (cities, districts) for leisure agriculture and rural tourism, and focus on cultivating a number of leisure agriculture and rural tourism clusters with excellent ecological environment, strong industrial advantages, good development momentum and strong demonstration driving ability. At the point, we will continue to carry out the promotion activities of China's beautiful leisure villages, and create a number of beautiful leisure villages (towns) with blue sky, green land, clean water, live in peace, happiness and income, and cultivate new growth points for consumption and enhance new economic development. kinetic energy. On the line, we will focus on the promotion of leisure agriculture and rural tourism boutique attractions, attracting urban and rural residents to rural leisure consumption. “1” refers to the brand that focuses on cultivating agricultural cultural heritage, and continues to increase the exploration and protection of important agricultural cultural heritage in China and promote the sustainable economic and social development of the heritage site. “X” refers to encouraging various localities to carry out various forms of creation and promotion activities, such as agricultural carnivals, leisure agriculture characteristic villages and towns, households, boutique routes, and agricultural theme parks, to cultivate local brands. In terms of propaganda, we must carry out the promotion and promotion of leisure agriculture and rural tourism boutique attractions in an organized and planned way in accordance with the idea of ​​“coordinating planning, linking up and down, balancing and ordering”, and expanding the influence of the industry in the holidays and important agricultural festivals. . Encourage local festivals with distinctive features, great influence and strong public welfare.

(Original title: Accelerate the upgrading of leisure agriculture to create new growth poles for employment and income increase)