County tourism is the strategic cornerstone of the national tourism development pattern, carrying both the new expectations of the people for a better life and the national strategy of rural revitalization. County tourism research is a key area of long-term focus for the China Tourism Research Institute. As one of the "most beautiful county towns in China", Tonglu in Zhejiang Province is not only famous for its beautiful landscape, but also has developed a demonstrative path in the development of county-level tourism through exploration and practice. As a government think tank and industry think tank, the China Tourism Research Institute has accumulated rich experience in county-level tourism research and the cultivation of new tourism formats in recent years, and has the advantage of utilizing professional capabilities for specialized research. Based on this background, the China Tourism Research Institute takes Tonglu County as a sample to dissect typical county-level tourism development experiences and models, laying a solid foundation for promoting high-quality development of county-level tourism. The core viewpoint of the research on the "Tonglu Sample" of China's county-level tourism innovation demonstration is as follows: from the golden age of inbound tourism in the 1980s, to the comprehensive promotion of comprehensive tourism in the new era, and now to the new stage of deep integration of culture and tourism, the development trajectory of Tonglu clearly reflects the growth trajectory of China's county-level tourism, and also provides a fresh sample for the high-quality development of county-level tourism in the new era. 1、 The Development History of Tourism Industry in Tonglu County, Image Source: Tonglu County Culture, Radio, Television, Tourism and Sports Bureau provides the golden stage of inbound tourism development (1979-1998). In the early stages of reform and opening up, inbound tourism in China rapidly emerged. Zhejiang Tonglu, Guangxi Yangshuo, Jiangsu Zhouzhuang and other places have become exemplary tourist destinations with unique natural landscapes and rich cultural resources. The Tonglu Yaolin Wonderland Scenic Area was developed in 1979 and began receiving foreign tourists in March 1982. In its first year, it received 740000 visitors. Since 1984, Tonglu Yaolin Wonderland has been ranked first among county-level tourist destinations in China in terms of total number of tourists for five consecutive years, earning it the title of "crown of county-level tourism". Tonglu has become a model for the development of county-level tourism in this stage. The primary stage of mass tourism (1999-2017). Tonglu has made remarkable achievements in the development concept of "Beautiful Rural Construction", "Comprehensive Tourism Development", and "Green Mountains and Rivers are Gold and Silver Mountains", and has become a representative of rural tourism development and comprehensive tourism practice. Tonglu responded to the national call and boldly promoted institutional reform. In 2000, it converted scenic spots such as Yaolin Wonderland into private ownership, becoming one of the earliest counties in China to achieve privatization of state-owned scenic spots; Take the lead in building beautiful countryside (the 2012 Zhejiang Province Beautiful Countryside Construction Site Conference was held in Tonglu); Explore the development path of comprehensive tourism (the 2016 National Comprehensive Tourism Creation Work Site Conference was held in Tonglu), and promote the transformation and upgrading of scenic spot economy to comprehensive tourism economy. New stage of cultural tourism integration (2018 present). Entering a new era, Tonglu County is constantly innovating in the integration of culture and tourism. Tonglu County has emerged a number of products integrated with excellent traditional culture, such as Fuchunjiang Night Tour, Chuiyun Tongtian River OMG Heartbeat Paradise, and intangible cultural heritage tourism products represented by Tonglu Paper Cuttings experience; Tourism products representing advanced socialist culture, such as the 5.0 renovation of Yaolin Wonderland Scenic Area and the subsequent utilization of Asian Games venues - Hangzhou Equestrian Center, have become representatives of cultural tourism integration and technological tourism innovation practices, leading the high-quality development of the tourism industry. These typical products formed in the new stage further consolidate Tonglu's position as a leader in the development of county-level tourism in the new era. Over the past forty years of hard work, the development process of Tonglu tourism is not only a true reflection of the county's economic takeoff, but also a vivid epitome of China's tourism modernization process. From the "crown of inbound tourism" to the "model of comprehensive tourism", and then to the "pioneer of cultural tourism integration", Tonglu has embarked on a unique development path with mountains and waters as its background, culture as its soul, and innovation as its driving force. 2、 The achievements of tourism development in Tonglu County are provided by the Culture, Radio, Television, Tourism and Sports Bureau of Tonglu County. In recent years, the tourism industry in Tonglu County has developed rapidly. In 2023, the county received 9.224 million tourists, a year-on-year increase of 34.45%; Tourism revenue was 12.3 billion yuan, a year-on-year increase of 35%; The revenue of the limited accommodation industry reached 561 million yuan, with a year-on-year growth rate of 30.51%. In 2024, it received 12.503 million tourists, a year-on-year increase of 35.5%. In 2024, it will be listed as one of the top ten popular county-level tourist destinations in China for May Day, Dragon Boat Festival, and summer vacation. （2） Tourism has outstanding effects on enriching and benefiting the people

The tourism industry plays an important role in promoting employment, rural tourism development, and providing convenience and benefits to the people. As of now, there are 1358 rural homestay operators in the county, with a total of over 20000 beds and 209 high-quality projects cultivated. By 2024, more than 6000 people will be employed by revitalizing idle farmhouses and operating homestays. In the first half of 2025, the county's rural homestays will achieve an operating income of 320 million yuan, and the tourism industry will greatly increase the income of farmers' families. In terms of convenience and benefits for the people, the improved infrastructure has enhanced the happiness of residents in the county. The county has built 22 "15 minute quality cultural life circles", completed 50 kilometers of "Zhejiang Ring Trail", and added 12600 square meters of embedded sports venues, greatly enriching residents' cultural and sports life.

（3） Significant breakthroughs have been made in the construction of beautiful rural areas

Around livability and business suitability, the whole county continuously optimizes the beautiful economic development environment. Adhering to the concept of "beautifying the countryside with design", the construction project of suburban units such as the "Golden Left Bank" in the Tonglu section of the Fuchun River has been launched, and various carriers such as scenic villages, Fuchun residences, beautiful countryside, and beautiful greenways have been finely constructed. Taking the slow living area of Fuchunjiang (Lutsi Village) as an example, by introducing cultural and creative teams and artists, creating a "rural artistic experimental field", holding music festivals, art activities, and continuously enriching the tourism industry, the scenery is transformed into an industry, and the beauty is transformed into productivity. In 2021, the tourism revenue of Luti Village reached 136 million yuan, with 1.39 million visitors and a per capita disposable income of 78000 yuan, becoming a typical case of rural revitalization and common prosperity.

（4） Significant achievements have been made in the construction of ecological civilization

The development of tourism in Tonglu has achieved a virtuous cycle of ecological protection and tourism development. Tonglu adheres to the core concept of "green mountains and clear waters are as valuable as mountains of gold and silver". Through strict water management (such as "five water co governance"), ecological restoration of small and micro water bodies (artificial wetlands, ecological floating islands, etc.), and comprehensive environmental improvement, the excellent air quality rate has reached 94.5%, the average PM2.5 concentration is 29 micrograms per cubic meter, and the proportion of Class I and Class II water quality in the main rivers is 91.3%. It has been awarded the "Zhejiang Province Fresh Air Demonstration Zone", the Fuchun River has been selected as one of the first batch of beautiful river and lake excellent cases in the province, won the "Five Water Co governance" Dayu Ding in Zhejiang Province, and the public ecological environment satisfaction survey has increased by 21 places compared to the previous year.

（5） The popularity and reputation of tourism continue to improve

After years of shaping, the "Chic Tonglu" brand has become a typical and benchmark for tourism in Zhejiang and a well-known domestic tourism brand. In recent years, Tonglu County has won titles such as China's Most Beautiful County, International Garden City, and China's Excellent Tourism Famous County, successfully creating a national comprehensive tourism demonstration area and being selected as one of the 25 best global travel destinations by National Geographic magazine in 2021. At the same time, we will always adhere to the strategy of "ecological county". It has successively won a series of national ecological honors such as "National Ecological County" and "National Garden City", and was successfully selected as the "Green Mountains and Rivers are Gold and Silver Mountains" practical innovation base in 2022. The key scenic spot of Yaolin Wonderland in the county has been rated as a national scenic spot, and has been awarded titles such as "Top 40 Tourist Attractions in China" and "Top 10 Tourist Attractions in Zhejiang Province". It is also known as the "crown of all caves in the country".

3、 Innovative Development Model of Tourism in Tonglu County: "Ecological Priority, Comprehensive Development, Three Modernizations Leading, Building a Comprehensive Ecological Economic Circle"

Image source: Culture, Radio, Television, Tourism and Sports Bureau of Tonglu County

One is to adhere to ecological priority and green development, develop tourism on the basis of ecological protection, and turn the "evergreen tree" into a "cash cow". Tonglu tourism adopts a symbiotic development model of "ecology as the foundation, culture as the vein, and industry as the wing", and constructs a sustainable development path of transforming green mountains and clear waters into "golden mountains and silver mountains". Relying on the high coverage ecological background (with a forest coverage rate of up to 75%) and the natural endowment of "longevity hometown" and "garden city", we promote the efficient transformation of ecological resources into ecological economy through market-oriented means such as "carbon trading homestay crowdfunding" and "ancient village adoption research credit account".

The second is to implement the concept of comprehensive tourism development, so that Tonglu has scenery everywhere and can be visited at all times. By creating a panoramic environment, Tonglu not only safeguards green mountains and rivers, but also promotes high standards for urban and rural environmental improvement and beauty construction. It also uses "tourism" to promote deep integration of the entire industry, transforming characteristic industries, historical culture, and emerging formats into rich tourism products and experiences. Continuously expanding development space, promoting Tonglu County to become a borderless scenic spot, realizing comprehensive tourism, and assisting in coordinated economic and social development.

The third is to promote the popularization of tourism participation and continuously enhance the sense of gain and happiness of the people. In the process of promoting the development of comprehensive tourism, Tonglu County actively guides and encourages the participation of the whole population through various measures, making local residents the builders, service providers, and beneficiaries of tourism development. For example, in the Fuchunjiang Slow Life Experience Zone, through systematic whole village operation, villagers are guided to transform farmhouses into guest rooms, attracting makers to reside and develop cultural and creative industries, forming a good ecology of "three rural people" integrating and coexisting. Continuously improving the mechanism for local residents to participate in the development of comprehensive tourism, truly achieving the goal of national co construction and sharing in the development of the tourism industry.

The fourth is to promote casualization, systematically promoting the transformation of the tourism industry towards casualization through business upgrading and product innovation. Expand leisure space, create core areas such as the Fuchunjiang Slow Life Experience Zone, and operate the entire area as a leisure and vacation destination; Enrich leisure formats, surpass ticket economy, vigorously develop boutique homestay clusters, industrial tourism, intangible cultural heritage experiences, and immersive products such as the live performance of "Spring River Flower Moon Night"; Create a leisure lifestyle, guide tourists to shift from casual sightseeing to deep experiences such as travel, health preservation, and academic research, and truly achieve the industrial upgrading from "sightseeing tourism" to "leisure vacation".

The fifth is to accelerate the development of tourism quality and build a comprehensive improvement system in terms of products, management, and services. Optimize the facilities of the scenic area through "micro renovation and refined improvement", upgrade the lighting system of Yaolin Wonderland, and construct the Fuchun Greenway network; Innovatively launching the "Tong You You You" smart service platform, refining service standards, developing forest health and wellness industry and high-end homestay clusters; Deepen the strategy of "turning the river into a lake", plan the core landscape belt of "Fuchun Lake", promote the integration of the "tourism" industry, cultivate characteristic tourist routes such as "Yunshang She Township" in Eshan, and systematically promote the transformation and upgrading of the tourism industry towards high quality and high added value.

6、 Build a comprehensive ecological economic circle and achieve leapfrog development from a single karst cave scenic area to a holistic integration. In the early days, the core IP of "Yaolin Wonderland" cave wonders successfully ignited the market, pioneering the development trend of "national cave tourism". Based on this solid foundation, Tonglu actively expands its tourism boundaries, integrates and enhances mountain and water resources, ancient village communities, characteristic industries, and the overall ecological environment through systematic planning, and creates multidimensional formats represented by the Fuchunjiang Slow Life Experience Zone, Smart Security Town, Jiangnan Ancient Villages, etc., forming a development pattern of deep integration of "tourism ecological and cultural industry". This system upgrade from "point" to "surface" has successfully crossed from a single scenic spot to a global ecological economic circle.

On this basis, tourism in Tonglu County can be further summarized and categorized as a development model of "ecological priority, comprehensive development, and three modernizations leading the construction of a comprehensive ecological economic circle", namely: ecological priority - adhering to ecological priority and green development, developing tourism industry on the basis of ecological protection.

Global Development - Practicing the concept of global tourism development, creating a panoramic environment, deeply integrating the entire industry, and constructing a new pattern of industrial development.

Leading the Three Modernizations - Coordinating and Promoting the Coordinated Development of Popularization, Leisure, and Quality. By actively guiding and encouraging the participation of the entire population through various measures, we aim to make local residents the builders, service providers, and beneficiaries of tourism development; Systematically promote the transformation of the tourism industry towards leisure through business upgrading and product innovation; Centered around quality, achieving "host guest sharing", building a comprehensive improvement system in terms of products, management, and services, and comprehensively enhancing the quality of tourism development.

Building a comprehensive ecological economic circle - achieving leapfrog development from a single karst cave scenic area to comprehensive integration, continuously optimizing and upgrading, expanding development space, and enhancing core competitiveness.

4、 Inspiration from the Tourism Development Model in Tonglu County

Image source: Culture, Radio, Television, Tourism and Sports Bureau of Tonglu County

The development of tourism in Tonglu County has unique characteristics that are difficult to imitate, and at the same time, it provides replicable and reference experience for other county-level tourism destinations, which can be summarized as the inspiration of "adhering to one concept and promoting four major innovations":

Firstly, adhere to the concept of ecological priority and transform green heritage into development momentum. The practice in Tonglu has shown that a good ecological environment itself is the core competitiveness of tourism. It provides an irreplaceable and beautiful foundation for tourism development by safeguarding green mountains and rivers, and comprehensively improving the environment. It successfully transforms ecological advantages into tourism products that have lasting appeal to tourists, proving the feasible path of "green mountains and rivers are as valuable as gold and silver" in the tourism field.

Secondly, spatial innovation is the main path for the development of county-level tourism. Strengthen system thinking and lead panoramic creation with comprehensive planning. Breaking away from the traditional "scenic spot style" thinking, through a systematic planning of "integrating multiple regulations", the entire county is planned as a large scenic spot to coordinate and layout. The success of global tourism cannot be achieved without top-level scientific design, which requires breaking down spatial barriers, achieving comprehensive coordination between urban and rural environments, transportation networks, public services, and tourism development, and ultimately achieving a global artistic conception of "scenery everywhere, always available for tourism".

Thirdly, promote the formation of a pattern of co construction, co governance, and shared development through mechanism innovation. Tonglu has successfully stimulated residents' sense of ownership through mechanisms such as whole village operation, volunteer service, and interest linkage. Establishing effective participation and sharing mechanisms can enable local residents to become the main force and beneficiaries of tourism development, injecting endogenous power into the tourism industry and ensuring the universality of development outcomes.

Fourth, create a multiplier effect of industrial integration through innovative business formats. Tonglu has deeply integrated diversified industries such as industry, agriculture, and culture through "tourism", giving birth to new formats such as industrial tourism, study tours, and cultural and creative experiences. This move effectively breaks the boundaries of industries, fully leverages the driving role of the tourism industry, achieves a leap from a single ticket economy to a comprehensive industrial economy, and injects sustained vitality into the regional economy.

Fifth, establish a quality led sustainable development model through operational innovation. Tonglu continuously optimizes services and experiences through refined operational methods such as "micro transformation" and "precision improvement", promoting the transformation of the industry from scale expansion to value creation. The long-term competitiveness of the tourism industry lies in its commitment to quality. By creating high added value through high-quality operational management, it is possible to build solid brand barriers and achieve long-term prosperity.

Contribution | Planning and Leisure Institute

Editor in Chief | Liu Xin

Source | China Tourism Research Institute (Data Center of the Ministry of Culture and Tourism)

Please indicate the source when reprinting