Douyin Life Services released the "Douyin 2024 Rural Cultural Tourism Data Report." Data shows that in the past year, Douyin added 1.09 billion pieces of rural content, with nearly 2.8 trillion views. There are over 170,000 rural cultural tourism check-in points, 72.86 million rural scenic spot check-in points, and a year-on-year increase of 17.8% in county-level check-in content.

While promoting the diversified development of the rural economy, the integration of agriculture, culture, and tourism has also given rise to a series of new business models.

Agriculture + Tourism + Coffee

Against the backdrop of rural revitalization and the coffee industry's expansion into lower-tier markets, village cafes, as a new consumption scenario for rural cultural tourism, have more diverse extension space. They are a vivid example under the rural revitalization strategy and a successful practice in exploring the integrated model of agriculture, culture, and tourism.

By combining with rural areas, coffee consumption scenarios have expanded to creative farms, mountain villas, and natural ecological rural characteristic scenarios. Creating new scenarios can not only attract more consumers but also create more distinctive consumption experiences, enhancing consumers' willingness to pay for coffee consumption.

“Village cafes” have also become a trendy decompression method for young consumers. Taking the bend cafe in Beijing's Xiaomofeng Mountain as an example, riding a motorcycle or bicycle up the mountain and then having a coffee at the bend cafe while enjoying the scenery has become a weekend routine for many young people.

Agriculture Tourism + Camping

Driven by tourism demand trends and leisure consumption patterns, the opportunities in the camping market have been infinitely stimulated. Many companies and capitals have begun to develop rural campsites, combining the advantages of the rural ecological environment and integrating rural cultural and tourism resources to continuously explore rich and diverse new consumption scenarios.

The "camping +" immersive model is also constantly evolving, such as pastoral leisure campsites, agricultural experience rural campsites, food and lodging extension rural campsites, and multi-campsite integrated models. Among them, the compound development-type rural campsite is based on different types of idle resources and undeveloped spaces within villages or towns, creating two or more different themed campsite projects. Relying on site characteristics and village culture, it forms a multi-campsite complex with diverse activities and clear experience routes.

Agriculture + Tourism + Script Killing

“Agriculture + Tourism + Script Killing” integrates natural scenery, historical culture, and leisure and entertainment elements into script killing games. By creating immersive tourism experiences, it meets the needs of tourists, especially young people and families with children, for creativity and interactivity.

Yancheng Dafeng Rural Intellectual Youth Farm launched a new "cultural tourism + real-scene immersive" script killing gameplay—the North Shanghai 1950 series. They combined the historical background and restored the living scenes of the intellectual youth era, interspersed with labor tasks and nostalgic mini-games. Tourists need to participate in labor to earn work points, which can be exchanged for clues to solve the case, and then find the truth step by step. It's interesting and fun, and longer than general "script killings," lasting 2-3 days. Such script killings can be priced between 688 yuan and 888 yuan.

Agriculture + Tourism + Research Studies

The "Agriculture + Tourism + Research Studies" model combines agricultural production activities and rural cultural resources to provide tourists with educational and practical tourism experiences. By participating in agricultural production and learning about rural culture, tourists can not only increase their knowledge but also enhance their sense of identity and belonging to rural culture.

Many rural areas have launched agricultural research study activities, such as rice planting and harvesting agricultural production experience projects, as well as rural cultural lectures and handicraft making cultural activities. These activities have not only attracted a large number of tourists but have also provided additional income channels for local farmers, promoting the development of the rural economy.

Agriculture + Tourism + Art

The integration of art into rural construction has become a trend. The "Agriculture + Tourism + Art" model enhances the cultural connotation and aesthetic experience of rural tourism by introducing artistic elements. Artists can create works of art in rural areas, adding artistic atmosphere to the countryside; at the same time, the natural scenery and cultural characteristics of the countryside can also provide inspiration for artists.

Gamcheon Culture Village in South Korea combines traditional architecture with modern art to create a series of unique artistic landscapes. During their tour, visitors can not only appreciate the beautiful natural scenery but also feel the strong artistic atmosphere.

These new business models have not only enriched the rural economic structure but have also improved the added value and attractiveness of rural industries.