Vigorously Develop the Cultural Industry

When culture thrives, the nation thrives; when culture is strong, the nation is strong. Since the 18th National Congress of the CPC, the Party Central Committee with Comrade Xi Jinping at its core has attached great importance to the flourishing development of the cultural industry. General Secretary Xi Jinping profoundly pointed out that culture is an important fulcrum for promoting high-quality development. Vigorously developing the cultural industry and continuously stimulating the cultural innovation and creativity of the entire nation are the key supports for enhancing the country’s cultural soft power and the influence of Chinese culture. This has major and far-reaching historical significance for comprehensively building a modern socialist country and comprehensively advancing the great rejuvenation of the Chinese nation.

文化兴则国运兴，文化强则民族强。党的十八大以来，以习近平同志为核心的党中央高度重视文化产业繁荣发展。习近平总书记深刻指出，推动高质量发展，文化是重要支点。大力发展文化产业、不断激发全民族文化创新创造活力，是提升国家文化软实力和中华文化影响力的关键支撑，对于全面建设社会主义现代化国家、全面推进中华民族伟大复兴，具有重大而深远的历史意义。

I

一

The cultural industry has the characteristics of high added value, low energy consumption, and low pollution. It has the advantages of strong innovativeness, strong integrativeness, and strong plasticity. It is a typical green economy and low-carbon economy. The high-quality development of the cultural industry aligns with people’s pursuit of a better life, can meet the growing diversified and personalized needs of the people, and can also effectively promote consumption, stimulate domestic demand, advance industrial chain upgrading, and promote sustained and healthy economic development. General Secretary Xi Jinping pointed out: “We must promote the high-quality development of the cultural industry, improve the modern cultural industry system and market system, promote the development and growth of various types of cultural market entities, cultivate new types of cultural business forms and cultural consumption models, and enhance people’s sense of cultural gain and happiness with high-quality cultural supply.” This has pointed out the direction for accelerating the development of the cultural industry and injected new impetus into it.

文化产业具有高附加值、低能耗、低污染的特点，有创新性强、融合性强、可塑性强的优势，是典型的绿色经济、低碳经济。文化产业高质量发展，契合人们追求美好生活需要，可以满足人民群众日益增长的多元化、个性化需求，也能有效促进消费、拉动内需、推进产业链升级，推动经济持续健康发展。习近平总书记指出：“要推动文化产业高质量发展，健全现代文化产业体系和市场体系，推动各类文化市场主体发展壮大，培育新型文化业态和文化消费模式，以高质量文化供给增强人们的文化获得感、幸福感。”这为加快文化产业发展指明了前进方向、注入了新的动力。

In recent years, the state has issued a series of policy documents to deepen the reform of the cultural system and mechanism and promote the healthy development of the cultural industry and cultural market.

近年来，国家出台一系列政策文件，深化文化体制机制改革，推动文化产业和文化市场健康发展。

New cultural business forms have become the most active and most growth-oriented force in the cultural industry. In line with the trend of digital development, the state has implemented a strategy for the high-quality development of the digital cultural industry. The pace of networking, intelligent, and digital transformation of the cultural industry has accelerated. New business forms such as online performances, webcasting, and immersive experiences have rapidly emerged, and the driving effect of new cultural business forms is evident.

文化新业态成为文化产业中最活跃和最具成长性的力量。顺应数字化发展趋势，国家实施数字文化产业高质量发展战略，文化产业网络化、智能化、数字化转型速度加快，线上演播、网络直播、沉浸式体验等新业态快速崛起，文化新业态行业带动效应明显。

Cultural and tourism integration and development. In 2023, China’s domestic tourist trips reached 4.891 billion, a year-on-year increase of 93.3%. Total domestic tourist spending was 4.91 trillion yuan, a year-on-year increase of 140.3%. Inbound tourists reached 82.03 million, with total inbound tourist spending of 53 billion US dollars. The boom in tourism has played a very important role in stimulating domestic demand, promoting employment, invigorating the market, and boosting confidence. The popularity of Guizhou’s Village Super League and Village BA in 2023 was the result of the joint efforts of local culture, ethnic minority culture, mass sports culture, and all-media communication, blazing a new path for cultural tourism to empower rural revitalization.

文化旅游融合发展。2023年，我国国内出游人次48.91亿，同比增长93.3%。国内游客出游总花费4.91万亿元，同比增长140.3%。入境游客8203万人次，入境游客总花费530亿美元。旅游的火爆对于拉动内需、促进就业、活跃市场、提振信心都起到了非常重要的作用。2023年贵州村超、村BA的走红，是乡土文化、少数民族文化、大众体育文化、全媒体传播共同书写的结果，走出了文旅赋能乡村振兴的新路。

Under the pattern of adhering to high-level opening up, cultural trade has entered a development stage of “both quantitative and qualitative improvement, reaching a higher level.” From 2012 to 2022, China’s foreign cultural trade grew from 21.73 billion US dollars to 221.7 billion US dollars. Among them, China’s cultural product import and export volume was 180.3 billion US dollars, ranking among the top, and cultural service import and export volume was 41.4 billion US dollars. China’s cultural product import and export scale has ranked first in the world for many years. China has seen rapid development in exports in areas such as film and television dramas, online literature, online audiovisual, and creative products.

文化贸易在坚持高水平对外开放的格局下，迎来“量质齐升、更上层楼”的发展阶段。2012年至2022年，中国对外文化贸易由217.3亿美元增长为2217亿美元。其中，中国文化产品进出口额1803亿美元，名列前茅，文化服务进出口额414亿美元，我国文化产品进出口规模多年居世界第一位。中国在影视剧、网络文学、网络视听、创意产品等领域出口迅速发展。

II

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Since the 18th National Congress of the CPC, China’s cultural industry, influenced by multiple factors such as policy guidance, financial support, technological iteration, and talent innovation, has adhered to correct cultural values, promoted the high-quality development of the cultural industry, steadily increased the total scale of the cultural industry, and gradually optimized and upgraded the industrial structure. The growth momentum of new business forms has significantly strengthened. The transformation and development of traditional tourism methods and business forms have promoted rich and high-quality cultural products and services, activated urban and rural residents’ cultural consumption, and cultural products with Chinese cultural characteristics have entered the international market. However, there are still some problems in the development of China’s cultural industry.

党的十八大以来，我国文化产业在政策引导、资金扶持、技术迭代、人才创新等多因素影响下，坚持正确的文化价值观，推动文化产业高质量发展，文化产业总量规模稳步增长，产业结构逐步优化升级。新业态发展动能显著增强，传统旅游方式与业态的转型发展，推动文化产品和服务丰富优质，活跃城乡居民文化消费，富有中华文化特色的文化产品走向国际市场。但是，我国文化产业发展仍存在一些问题。

Traditional cultural industries and emerging cultural industries each have their own shortcomings. Traditional cultural industries such as creative design, arts and crafts, performing arts, entertainment, animation, cultural exhibitions, and cultural equipment manufacturing have formed relatively complete industrial chains, but their strength is insufficient, the supply of original high-quality products is lacking, and the reform of performing arts groups needs to be deepened. Emerging cultural industries such as online audiovisual, e-sports, immersive cultural experiences, and digital cultural equipment are developing rapidly, but there is room for improvement in content quality, service levels, intellectual property protection, and development standardization. There is a shortage of talent in new business forms.

传统文化产业和新兴文化产业发展各有短板。创意设计、工艺美术、演艺业、娱乐业、动漫业、文化会展业、文化装备制造业等传统文化产业已形成较为完整的产业链条，但实力不强、原创精品供给不足、演艺团体改革有待深化。网络视听、电子竞技、沉浸式文化体验、数字文化装备等新兴文化产业发展速度迅猛，但在内容质量、服务水平以及知识产权保护、发展规范性等方面有待提升。新业态人才短缺。

Cultural market entities are underdeveloped. The degree of scale and intensification of China’s cultural industry is not high, and the problem of cultural enterprises being “scattered, small, and weak” is relatively prominent. Some cultural enterprises lack market awareness and competitiveness, and are overly dependent on government subsidies. Financial support is insufficient, and the difficulty of loans and financing for cultural enterprises and projects has long existed.

文化市场主体不发达。我国文化产业规模化和集约化程度不高，文化企业“散小弱”问题较为突出。一些文化企业市场意识不足，缺乏竞争力，对政府资助等依赖性较强。金融支持不足，文化企业和项目贷款融资难长期存在。

Regional and urban-rural gaps are relatively large. Due to differences in cultural resource endowments, policy support, innovation capabilities, and market acceptance across regions, the development gap in regional cultural industries is large, especially the differences in digital innovation levels and digital cultural consumption between developed and impoverished areas. In some places, the forms and content of digital cultural construction are relatively single, and there is a lack of cross-regional linkage mechanisms, with weak sharing levels. China’s cultural digital productive forces are underdeveloped. Rural “hollowing out” and aging have led to a lack of rural cultural subjects, a weak foundation for the rural cultural industry, immature market development, insufficient innovation, and serious product homogenization.

区域和城乡差距较大。由于各地区文化资源禀赋、政策支持、创新能力和市场接受程度等方面的不同，区域文化产业发展差距大，特别是发达地区和贫困地区的数字化创新水平、数字化文化消费差异很大。一些地方对文化数字化建设形式和内容都较为单一，并缺乏跨区域之间联动机制，共享程度较弱，我国文化数字生产力发展不充分。农村“空心化”、老龄化导致乡村文化主体缺失，乡村文化产业基础薄弱，市场发展不成熟，创新性不足，产品同质化严重等。

Residents’ cultural consumption is not thriving, and the international competitiveness of cultural trade is not strong. In 2019, China’s per capita expenditure on education, culture, and entertainment was 2,513 yuan, accounting for 11.7% of total consumer spending. From 2020 to 2022, cultural consumption did not grow or even declined, being 2,032, 2,599, and 2,469 yuan respectively. In 2023, it grew to 2,904 yuan, but the proportion was only 10.8%, still lower than in 2019. China’s natural and cultural landscapes are unparalleled in the world, but this has not been translated into actual benefits from inbound foreign tourists. According to statistics, Japan received 25.06 million foreign tourists in 2023, while China received only 13.78 million foreigners in 2023.

居民文化消费不旺，文化贸易国际竞争力不强等。2019年我国人均教育文化娱乐消费支出 2513元，占总消费支出比重的11.7%。2020年至2022年文化消费没有增长甚至下降，分别为2032、2599、2469元。2023年增长为2904元，但占比仅10.8%，仍低于2019年。中国的自然景观、人文景观举世无双，但并没有转化为外国游客入境游的实际效益。据统计，2023年日本接待外国游客达2506万人次，而2023年中国接待外国人仅1378万人次。

III

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On March 21, 2024, when listening to the work report of the Hunan Provincial Party Committee and Provincial Government, General Secretary Xi Jinping proposed two “integration propositions”: First, explore effective mechanisms for the integration of culture and technology, accelerate the development of new cultural business forms, and form more new growth points for the cultural industry. Second, promote the deep integration of culture and tourism, transforming natural scenery and cultural charm into the lasting appeal of tourism. This points the way for promoting the structural adjustment and optimization of the cultural industry, accurately and effectively matching supply and demand, and promoting cultural consumption. Answering these two “integration propositions” well can add wings to the high-quality development of the cultural industry.

2024年3月21日，习近平总书记在听取湖南省委和省政府工作汇报时，提出两道“融合命题”：一是探索文化和科技融合的有效机制，加快发展新型文化业态，形成更多新的文化产业增长点。二是推进文化和旅游深度融合，把自然风光和人文风情转化为旅游业的持久魅力。这为推动文化产业的结构调整和优化、使供给和需求关系精确有效匹配、推动文化消费指明了方向。答好这两道“融合命题”能为文化产业高质量发展插上翅膀。

First of all, it is necessary to change concepts. In terms of its connotation and characteristics, the cultural industry can not only create economic value and provide employment opportunities but also enhance the cultural quality and literacy of the entire people and improve the public’s cultural life. In 2023, China’s per capita GDP exceeded 89,000 yuan, and residents’ disposable income continued to grow, promoting an important transformation of residents’ consumption demand from material needs to spiritual needs. Cultural consumption has great potential. However, from the perspective of society as a whole, people’s understanding of the value of cultural and entertainment consumption is still insufficient, and their enthusiasm for consumption is not high. It is necessary to change the traditional view of belittling cultural and entertainment activities, so that the broad masses of the people recognize that meeting people’s spiritual and cultural needs is as important as meeting their material needs. At present, Chinese consumers are more in pursuit of spiritual enrichment and pay more attention to experience and diversified needs. Governments at all levels need to fully recognize the important role of cultural and tourism consumption in promoting economic development, focus on the institutional and mechanism obstacles, difficulties, and bottlenecks in the high-quality development of the cultural field, continue to deepen the reform of the cultural system, increase financial investment and financial support, strengthen market supervision, social management, and public service functions, optimize the business environment, encourage social capital to enter the cultural industry, cultivate and strengthen cultural market entities, and use rich and high-quality cultural products and service supply to stimulate people to release their potential cultural needs and turn them into actual cultural consumption.

首先需要转变观念。文化产业就其内涵和特点来说，不仅能够创造经济价值，提供就业机会，而且能够提升全民文化品质和文化素养，改善公众文化生活。2023年我国人均国内生产总值超过8.9万元，居民可支配收入不断增长，促进了居民消费需求从物质需求转向精神需求的重要转型，文化消费具有很大潜力。但从整个社会看，人们对文娱消费价值的认识还不到位，消费热情不高，需要转变轻视文化娱乐活动的传统看法，让广大人民群众认识到满足人的精神文化需求跟满足人的物质需求同样重要。当前，我国消费者更追求精神生活的富足，更讲究体验和需求的多元。各级政府需要充分认识文化旅游消费对促进经济发展的重要作用，聚焦文化领域高质量发展的体制机制障碍、难点堵点问题，持续深化文化体制改革，加大财政投入和金融支持，加强市场监管、社会管理、公共服务职能，优化营商环境，鼓励社会资本进入文化产业，培育壮大文化市场主体，以丰富的有品质的文化产品与服务供给，激发人们释放潜在的文化需求，变为实际的文化消费。

Plan the integration of culture and technology, foster new cultural business forms, and extend the cultural industry chain. The deep integration of "culture + technology" is comprehensively opening up all links of cultural creation, consumption, and dissemination. This not only enriches the content and form of cultural and artistic works, driving the diversification, comprehensiveness, and efficiency of the supply of cultural products and services, but also promotes the high-quality development of the cultural industry and accelerates the cultivation of new quality productive forces in the cultural field. Currently, digital technologies such as artificial intelligence, virtual reality, 5G, and big data together constitute a technological matrix driving cultural innovation. Generative artificial intelligence not only runs through the entire model and full chain of content planning, production, dissemination, and data analysis in the cultural and artistic industry, but also effectively improves the production efficiency and cultural security of the cultural and artistic industry in areas such as personalized recommendations, automated content generation, intelligent post-production editing, and intelligent copyright protection and content supervision. This will greatly enhance the production efficiency of service industries such as creativity, film and television, and entertainment, and will have a profound impact on the future development of the cultural industry. For example, the interactive integration of narrative elements from fine traditional Chinese culture with artificial intelligence technologies such as AR and VR has greatly enhanced the original creativity of film, television, and internet audiovisual programs, creating a new aesthetic form for media art that is both classical and modern. Fields covering the digitization of traditional culture, digital performing arts, smart tourism, exhibitions and displays, cultural relic restoration, and webcasting represent the latest achievements in the application of virtual reality in the cultural field. Traditional industries can promote transformation and upgrading through cultural concept innovation and technological innovation, increasing industrial added value and competitiveness.

谋划文化和科技融合，催生新的文化业态，延伸文化产业链。“文化+科技”深度融合正在全面打通文化创作、消费、传播等环节，这不仅丰富了文化艺术作品的内容与形式，驱动文化产品和服务供给的多样化、全面性、高效性，还促进了文化产业的高质量发展，加速培育文化领域的新质生产力。当前，人工智能、虚拟现实、5G、大数据等数字技术，共同构建起推动文化创新的技术矩阵。生成式人工智能不仅贯穿文化艺术产业的内容策划、制作传播、数据分析等全模式、全链路,而且在个性化推荐、自动化内容生成、智能化后期剪辑制作、智能版权保护与内容监管等方面切实提高了文化艺术产业的生产效率与文化安全，将极大提高创意、影视、娱乐等服务行业的生产效能，对未来文化产业发展影响极为深远。比如，中华优秀传统文化的故事性元素与AR、VR等人工智能技术的交互融通，使影视与互联网视听节目的原创力得到极大提升，打造了传媒艺术既古典又现代的审美新形态。涵盖传统文化数字化、数字演艺、智慧旅游、展览展示、文物修复、网络直播等领域，代表了虚拟现实在文化领域应用的最新成果。传统产业可通过文化理念创新和技术创新推动转型升级，增加产业附加值和竞争力。

At the same time, the combination of culture and technology is a two-way endeavor and a two-way empowerment. The market-oriented application of cutting-edge digital technologies often seeks breakthroughs from innovative cultural consumption, while the market's recognition of new cultural products in turn stimulates the R&D and innovation of cutting-edge digital technologies; the two complement each other. Taking online games as an example, with their huge market demand, online games have become a testing ground for cutting-edge digital technologies such as cloud computing, 5G, AR, VR, big data, and artificial intelligence. Cultural products and cultural consumption are important carriers and leavening agents for cultivating new quality productive forces. It is necessary to grasp cutting-edge technologies, seize the first-mover advantage in the future development of the cultural industry, and strengthen the integrated application of the new round of digital technologies in the cultural industry. Actively plan and layout the combination of cutting-edge technology industries with the cultural industry, guiding and promoting the integrated development of the cultural industry with the metaverse, brain-computer interfaces, quantum information, humanoid robots, generative artificial intelligence, future displays, and future networks. At the same time, develop innovative management methods. For new cultural business forms, new products, and new business models in the digital era, adhere to the principle of inclusive and prudent supervision, strengthen the legal protection of intellectual property rights, and provide safeguards for new fields and new business forms.

同时，文化与科技的结合，是双向奔赴、双向赋能。数字前沿科技的市场化运用，往往是从创新文化消费寻找突破口，而文化消费市场对新产品的认可，又反过来刺激数字前沿科技的研发和创新，两者相得益彰。以网络游戏为例，网络游戏以其巨大的市场需求，已经成为云计算、5G、AR、VR、大数据、人工智能等数字前沿科技的试验场。文化产品、文化消费是培育新质生产力的重要载体和酵母。要抓紧前沿技术，抢抓未来文化产业发展先机，加强新一轮数字技术在文化产业领域的集成应用。积极谋划布局前沿科技产业与文化产业的结合，引导促进文化产业与元宇宙、脑机接口、量子信息、人型机器人、生成式人工智能、未来显示、未来网络等融合发展。同时发展创新管理方式，对数字时代文化新业态、新产品、新型经营模式等，坚持包容审慎监管的原则，加强知识产权法治保障，为新领域新业态保驾护航。

Strengthen the deep integration of culture and tourism. The integration of culture and tourism refers to the new products with rich cultural connotations and new business forms provided for the cultural tourism market, empowered by creativity, technology, capital, and talent, combining cultural resources and tourism elements to meet the public's tourism consumption needs. In accordance with General Secretary Xi Jinping's directive to "promote the creative transformation and innovative development of fine traditional Chinese culture" and "inherit the red gene," [1]1 "Red gene" refers to the revolutionary spirit and traditions inherited from the Communist Party of China's history of struggle, particularly from the period of the Chinese Revolution. the protection of cultural heritage is increasingly breaking through the limitations of passive protection. Through "productive protection" and "activated utilization," [2]2 "Productive protection" and "activated utilization" refer to approaches to cultural heritage conservation that integrate heritage into contemporary economic and social life, such as through tourism and creative products, rather than merely preserving it in a static state. cultural and creative products, cultural heritage tourism, intangible cultural heritage tourism, study tours, and red tourism have created economic attributes and social value. The "national tide" [3]3 "National tide" (国潮) refers to a contemporary trend in China where traditional cultural elements are incorporated into modern fashion, design, and consumer goods, often appealing to younger generations. culture has risen, and more and more cultural heritage has become a carrier for people, especially young people, to express thoughts and emotions, as well as a tourism scene for value co-creation. To promote the deep integration of culture and tourism, the excavation of traditional and national cultural symbols is the focus of cultural tourism integration, fashion and entertainment elements are the blue ocean of cultural tourism integration, the integration of digital technology and tourism has huge potential, and popular film and television dramas have infinite charm in promoting cultural tourism integration. Cases where one cultural IP revitalizes a neighborhood, one cultural entertainment scene activates a city, one modern bookstore entering a village revitalizes rural tourism, and one concert triggers a local consumption boom are not uncommon. The connotation and fields of cultural tourism integration are constantly expanding, from cultural tourism to new business forms of cultural tourism integration such as sports, business, and tourism, which coexist in a diversified manner.

加强文旅深度融合。文旅融合是指文化资源与旅游要素在创意、技术、资金、人才等赋能下，为文旅市场提供的多样化的富有文化内涵的新产品、形成的新业态，以满足公众旅游消费需求。根据习近平总书记“推动中华优秀传统文化创造性转化、创新性发展”“传承红色基因”的指示精神，文化遗产保护日益突破被动保护局限，在“生产性保护”和“活化性利用”中，通过文创产品、文博旅游、非遗旅游、研学旅游、红色旅游创造了经济属性和社会价值，“国潮”文化兴起，越来越多的文化遗产成为人们特别是年轻人表达思想与情感的载体以及价值共创的旅游场景。推进文化和旅游深度融合，传统和民族文化符号挖掘是文旅融合的重点，时尚娱乐元素是文旅融合的蓝海，数字技术与旅游融合潜力巨大，热门影视剧在促进文旅融合中的魅力无限。一个文化IP盘活一个街区，一个文娱场景激活一座城市，一家现代书店入驻激活乡村旅游，一场演唱会引发当地消费潮的案例屡见不鲜。文旅融合的内涵和领域不断拓展，从文化旅游到文体商旅等文旅融合新业态多元共生。

In cultural tourism integration, the popularization of social media, digital technology, and platforms have played a role in threading the needle and acting as a catalyst. It is necessary to promote the deep integration of technology and cultural tourism, continuously enrich the application scenarios of cultural tourism, and use applications such as smart scenic spots, smart transportation, and smart management to open up the entire chain of food, accommodation, transportation, travel, shopping, and entertainment. This comprehensively meets the new diversified, intelligent, experiential, and personalized consumption needs of tourists, improves the allocation rate of cultural tourism industry factors and resource utilization rate, and further promotes and optimizes the expansion of the industrial chain and value chain. It is necessary to strengthen the big data construction of cultural tourism resources, carry out resource data collection, storage, analysis, mining, and visualization applications. In the form of cultural gene banks, databases, and theme libraries, build a big data system for government-enterprise and public institution interconnection, providing a foundation for cultural tourism resources to enter the factor market, providing data support for resource transformation, and enabling investment, value appreciation, and monetization. Create brand products for cultural tourism integration, expand the space for cultural tourism integration, enrich the carriers of cultural tourism integration, and build a multi-directional, full-chain, deeply integrated industrial system.

文旅融合，社交媒体的普及、数字技术和平台发挥了穿针引线和催化剂作用。要推进科技与文旅深度融合，不断丰富文旅应用场景，智慧景区、智能交通、智能管理等应用，打通吃、住、行、游、购、娱全链条，全方位满足游客多元化、智能化、体验化、个性化消费新需求，提高文旅产业要素配置率、资源使用率，进一步促进并优化产业链、价值链扩展。要加强文化旅游资源大数据建设，开展资源数据采集、存储和分析发掘、可视化应用等，以文化基因库、数据库、题材库等形式，建设政企互通、事企互联的大数据体系，为文旅资源进入要素市场提供基础，为资源转化提供数据支撑，并且可投资、可增值、可变现。打造文旅融合品牌产品，拓展文旅融合空间，丰富文旅融合载体，构筑多方位、全链条深度融合的产业体系。

Promote the integrated development of "agriculture + culture + tourism" in rural areas. The countryside is an important spatial carrier in the process of Chinese-path modernization and a new growth space for China's future. China is a large agricultural country and an ancient agricultural nation. The long-standing farming civilization and vast territory have created rich and diverse rural heritage, including agricultural cultural heritage, intangible cultural heritage, and traditional villages. These are both imprints of the development of rural China and important resources for the rural cultural tourism industry. Based on "agriculture," by excavating and utilizing various resources such as rich ecological resources, characteristic agriculture, folk customs, historical stories, folk skills, and village landscapes, create localized cultural characteristic scenes, build IP images, and make digitalization a new carrier for the presentation and output of rural culture. Form cultural tourism service products integrating agricultural experience, eco-tourism, rural wellness, parent-child experiences, team building, and homestay health care. This not only plays a role in inheriting and innovating the cultural bloodline of the countryside, optimizing and reshaping the rural industrial system, promoting the enhancement of rural brand value, and attracting consumers to consume locally and repeatedly, but is also a key link connecting cities and villages, and integrating tradition and modernity. The differentiated "agriculture, culture, and tourism" model of "one village, one product" [4]4 "One village, one product" (一村一品) is a development strategy originating in Japan and adopted in China, encouraging each village to specialize in a unique product or industry based on its local resources and characteristics. is a development path with great practical significance. Small, beautiful, and personalized new rural cultural tourism business forms are attractive to tourists and will promote the countryside to increasingly become the main venue for new consumption.

推动乡村“农业+文化+旅游”的融合发展。乡村是中国式现代化过程的重要空间载体，是中国未来新的增长空间。中国是一个农业大国和农业古国，悠久的农耕文明和广袤的国土造就了丰富多样的农业文化遗产、非物质文化遗产和传统村落等在内的乡村遗产，既是乡土中国发展的印迹，也是乡村文旅产业的重要资源。以“农”为基础，通过挖掘和利用农村丰富的生态资源、特色农业、民俗风情、历史故事、民间技艺、村落风貌等各类资源，营造在地性文化特色化场景，打造出IP形象，并让数字化成为乡村文化呈现和输出的新载体，形成集农事体验、生态旅游、田园养生、亲子体验、拓展训练、民宿康养于一体的文旅服务产品，既发挥传承和创新乡村的文化血脉、优化和重塑乡村的产业体系、推动乡村品牌价值提升、吸引消费者在地和多次消费等作用，也是连接城市与乡村、融合传统与现代的关键环节。“一村一品”的差异化“农文旅”模式，是一种极具实践意义的发展路径，小而美、个性化的乡村文旅新业态，对游客具有吸引力，将推动乡村日益成为新消费的主场。

Industrial development requires policy first. In recent years, the state has put forward higher and more specific requirements for the rural revitalization strategy and the development of the cultural tourism industry. It has published policies and measures for agricultural, cultural, and tourism awards and subsidies, such as the "Domestic Tourism Improvement Plan (2023-2025)," the "Implementation Plan for the 'My Hometown, I Build It' Activity," and the "Work Plan for 'Earth's Flowing Colors – National Rural Cultural Revitalization in Action'." These promote industrial integration, actively encourage and guide scientific research institutes, enterprises, industry associations, and other entities to participate in rural services, and use cutting-edge digital and information technologies to improve the agricultural socialized service system from multiple aspects including policy, land, talent, technology, and finance. The "Opinions on Accelerating the Revitalization of Rural Talent" clearly states that we should adhere to the combination of training and introduction, and the combination of attracting talent and attracting wisdom, to broaden the sources of rural talent. The General Office of the Ministry of Culture and Tourism and the General Office of the Ministry of Agriculture and Rural Affairs issued the "Implementation Plan for the Rural Cultural and Tourism Leader Support Project (2023-2025)," continuously strengthening guidance for leaders and giving play to their exemplary and leading role. China's rural cultural tourism industry has ushered in unprecedented new historical opportunities.

产业发展，政策先行。近年来，国家对乡村振兴战略、文旅行业发展提出了更高更具体的要求，公布《国内旅游提升计划（2023-2025）》《“我的家乡我建设活动”实施方案》《“大地流彩——全国乡村文化振兴在行动”工作方案》等农文旅奖补政策措施，促进产业融合，积极鼓励和引导科研院所、企业、行业协会等主体投身乡村服务，借助数字化、信息化科技前沿技术，从政策、土地、人才、技术、金融等多个方面、完善农业社会化服务体系。《关于加快推进乡村人才振兴的意见》明确提出，坚持培养与引进相结合、引才与引智相结合，拓宽乡村人才来源。文化和旅游部办公厅、农业农村部办公厅印发《乡村文化和旅游带头人支持项目实施方案（2023-2025年）》，持续加强对带头人的指导，发挥示范引领作用，我国乡村文旅产业迎来了前所未有的历史新机遇。

Online editor: Ma Jingren

网络编辑：马京仁