The 2024 Lucun Forum showcased sustainable rural tourism strategies, focusing on financial innovation, cultural preservation, and global partnerships for growth.
From November 8-10, the 2024 Lucun Forum welcomed a distinguished assembly of global leaders, policymakers, and innovators in rural tourism. As the designated permanent site for this annual event, Huzhou’s World Rural Tourism Town stands as a Chinese example of sustainable rural revitalization and serves as a hub for global dialogues shaping the future of rural tourism.
This year’s forum, organized by the World Rural Tourism Council (WRTC) and co-hosted by CCTV, China Zheshang Bank, Zhejiang International Studies University, the Financial Services Committee of the General Association of Zhejiang Entrepreneurs, and the Zhejiang Rural Tourism Research Institute, focused on “financial empowerment” as a catalyst for rural tourism development.
Through strategic investments, partnerships, and innovative financial models, the forum highlighted how finance can enhance rural communities while safeguarding cultural heritage. Featuring keynote speakers, dynamic roundtable discussions, and cultural presentations, the event offered a platform for cross-sector exchange among experts from both public and private spheres.
The opening ceremony set a celebratory tone, showcasing Huzhou’s cultural heritage and scenic beauty. Among the notable speakers were Mr. Chris Flynn, Executive Chairman of the Asia-Pacific Region of The World Tourism Council and Founder of the World Tourism Association for Culture and Heritage, and Peter Semone, Chairman of the Pacific Asia Travel Association, who delivered remarks underscoring the collaborative spirit essential to rural development.
Event Highlights and Key Agreements
Across the forum’s three days, attendees participated in multiple sessions, including the Lucun Forum, the Lucun Consensus Roundtable, the World Kids Wear Alliance Conference and the Opening of the China Children’s Clothing Art Center. The event hosted over 300 representatives from more than 40 countries, fostering an environment ripe for discussions on rural revitalization, the exchange of innovative practices, and the formation of strategic alliances. Eleven cooperation agreements were signed during the forum, reinforcing commitments to advancing high-quality rural tourism and revitalization.
Financial Innovations as Pillars of Rural Development
A focal point of the forum was financial empowerment as the foundation for rural growth. Mr. Lu Jianqiang, Chairman of Zheshang Bank, highlighted the bank’s role in supporting eco-friendly development, emphasizing that financial institutions now contribute not only capital but also guidance to bolster sustainable rural tourism. “Financial institutions are integral to sustainable growth,” he affirmed, linking economic investment to environmental stewardship.
Media’s Role and Youth Engagement
CCTV.com’s Chairman, Mr. Guo Tong, underscored the media’s critical role in advocating for rural revitalization. Announcing a series of micro-documentaries on rural communities, he emphasized, “Telling the story of rural revitalization is essential to foster appreciation and inspire support.”
Ms. Zhang Huanzhou, President of Zhejiang International Studies University, echoed these sentiments, stressing the importance of rural financing in bridging the urban-rural divide. She introduced a pioneering social insurance model, proposing that municipalities cover 80% of premiums while tourism operators contribute the remainder, a structure aimed at easing financial burdens on rural tourism providers. “Bridging the gap between urban and rural communities isn’t just about infrastructure,” Ms. Zhang noted. “It’s about ensuring that those in rural tourism have the same protections and opportunities as their urban counterparts.”
Students from Zhejiang International Studies University played a pivotal role as “Ambassadors of Hospitality”. Participants like Mr. Liu Yipeng (Christopher), a student in the School of English Studies, acted as interpreters and guides, enriching the international delegation’s experience through insights into local customs and heritage.
The 2024 Lucun Consensus Roundtable: Building a Shared Future
The forum’s Lucun Consensus Roundtable, led by Mr. Gan Yongfu, Vice Chairman and Secretary General of the WRTC, opened with a warm welcome to the delegation. “We are happy to welcome you into the WRTC family,” Mr. Gan stated. His heartfelt remarks set the tone for discussions on collaborative solutions to rural challenges, resonating throughout the event with enthusiasm.
Towards a Global Blueprint for Rural Tourism
This year’s forum also unveiled three pivotal publications: the Research Report: Finance Promotes Rural Revitalization Characteristic Branding (Green Book), Research Report: Rural Tourism Promotes Rural Revitalization Characteristic Branding (Green Book), and the Huzhou Consensus: Finance Promotes Rural Revitalization. These documents outline strategies to leverage financial resources for sustainable rural economies, tourism models, and the preservation of cultural heritage.
Dr. Scott Michael Smith of Assumption University, Thailand, encapsulated the mission of the forum in his remarks: “Rural tourism represents more than just economic growth; it’s a pathway to elevate entire communities by preserving cultural heritage, empowering residents, and fostering sustainable development.” Dr. Smith complemented China’s approach, observing that “cultural preservation and economic opportunity can indeed be woven together.” He emphasized that “Sustainable rural tourism honors the land, enriches the people, and invites travelers to feel the heartbeat of a destination, offering youth the chance to leave the field without leaving the village.”
Exploring Zhili: New Attractions in Cultural Tourism
After the Lucun Forum, delegates visited Zhili for the founding of the World Kids Wear Alliance and the grand opening of the China Children’s Clothing Art Center. The center, Zhili Town’s latest cultural attraction, offers interactive exhibits exploring the region’s legacy in children’s wear, merging fashion, history, and cultural tourism.
A Vision for Sustainable Rural Development
The forum closed with a clear and inspiring vision: financial innovation, cultural preservation, and cross-sector partnerships are essential to rural revitalization and building resilient rural economies.
The World Rural Tourism Conference (WRTC) is an informal, non-profit platform that facilitates regular conferences aimed at fostering development and establishing long-term business relationships among its participants. The WRTC board operates under the guidance of the United Nations World Tourism Organization (UNWTO) and the Pacific Asia Travel Association (PATA).
The 2024 Lucun Forum demonstrated that true revitalization transcends policy, rooted instead in shared commitment to the people and narratives that define rural communities. As the WRTC and its partners continue to advance rural tourism, they offer a sustainable and inclusive blueprint for global growth. For further information, visit the World Rural Tourism Council’s website.
George is the News Feed Manager, Content Creator, and Social Media Manager at the TravelDailyNews network of online newspapers. At the same time, he is completing his studies in the Department of Business Administration at the Athens University of Economics and Business.
