How Rural Villages Are Turning Into Tourist Hotspots (And What We Can Learn)

Why Some Rural Areas Are Booming While Others Struggle

Ever wonder why some villages thrive while others fade away? It’s not just about luck—it’s about reinventing what rural life means. A lot of people picture the countryside as quiet, isolated, and kind of stuck in the past. But in some places, that old-school idea is getting flipped upside down.

Take Ziyang County in China—they're proving that rural areas can be just as exciting (and profitable) as big cities. The way they’ve merged nature, tourism, and local culture isn’t just making their villages more beautiful—it’s creating serious economic growth.

So, what can we learn from their playbook? And how can rural businesses, landowners, or even investors tap into this shift? Let’s break it down.

1. It Starts With The Environment—Because Nobody Wants To Visit A Mess

First off, let’s be real—nobody is traveling to see a run-down village. If the streets are cluttered, buildings are falling apart, and there’s no sense of community, why would tourists even stop by?

Places like Ziyang got this right. They didn’t just throw up a few signs and call it a day. They took a full-scale approach to upgrading their environment:

• Cleaning up abandoned buildings (nobody wants to see broken-down pigsties).

• Investing in green spaces—parks, tea gardens, and walkable areas.

• Getting the locals involved—because when people take pride in their home, it shows.

And guess what? It worked. Now, tourists don’t just visit—they spend money.

What This Means For Other Rural Areas

If you’re in a rural business (or looking to invest), step one is always the environment. It’s the foundation of everything else. Nobody’s Instagramming a dirty street, but they will take a hundred photos of a well-kept tea garden with mountain views.

2. The Secret Sauce: Culture + Tourism = $$$

If improving the environment is step one, step two is turning local culture into an experience people actually want.

Ziyang County nailed this by merging traditional tea farming with tourism. Instead of just selling tea, they created an experience:

• Tea-picking tours where visitors can handpick their own leaves.

• Tea workshops where they learn how to brew it the right way.

• Yixing Zisha teapot demonstrations (because the right teapot changes the whole experience).

Now, instead of just selling a product, they’re selling a memory, an experience, and a lifestyle. And that’s something people are happy to pay for.

How This Applies Elsewhere

If you’re in a rural area, ask yourself: what’s unique here? What can you turn into an experience?

• A farm? Host “Day in the Life” farm tours.

• A historic village? Turn it into a themed Airbnb experience.

• A local craft? Teach workshops and sell handmade goods.

When people travel, they don’t just want to see things—they want to do things. Give them something hands-on, and they’ll pay for the privilege.

3. Rural Tourism Is A Business—And It Needs A Strategy

Let’s be real: most rural areas don’t just “get lucky” and become tourist spots. There’s always a strategy behind it.

Ziyang didn’t just hope for visitors. They invested in infrastructure, promoted their brand, and gave tourists a reason to stay longer.

• They built better roads. Tourists won’t visit if getting there is a nightmare.

• They created seasonal events. Instead of one-time visits, they gave people reasons to come back.

• They partnered with local businesses. So every visitor boosts the whole community, not just one spot.

For Anyone Looking To Get Into Rural Tourism

If you want a rural business to succeed, don’t just expect people to show up—make a plan:
✅ Think long-term. What makes your area special, and how can you build on that?
✅ Invest in accessibility. If it’s hard to get there, you’re losing customers before they even arrive.
✅ Create repeat customers. Seasonal events, memberships, and social media engagement keep people coming back.

The Takeaway

The idea that rural areas are “dying” is outdated. The ones that are thriving are the ones willing to reinvent what it means to live (and work) there.

Places like Ziyang County are proving that rural life can be just as profitable as city life—if done right. By cleaning up their spaces, leaning into their culture, and building a business strategy around tourism, they’ve turned small villages into booming destinations.

So, whether you’re a business owner, a landowner, or just someone thinking about investing in the countryside, the question isn’t “Can rural areas succeed?” The question is “Who’s willing to make it happen?”

FAQs

1. Can rural tourism actually be profitable?
Yes, if done right. The key is to create experiences, not just sell products. People will pay for authenticity and hands-on activities.

2. How do you attract tourists to a small village?
Start by improving the environment, then build experiences around local culture. Make sure it’s easy to get there, and promote it online.

3. What are the biggest mistakes rural businesses make?

• Thinking tourists will come “just because.”

• Not investing in infrastructure.

• Offering the same experience as every other place.

4. How do I start a rural tourism business?
Find what makes your area unique, create an experience around it, and market it well. Partnerships with local businesses help everyone win.