Conservation as source of income
Transforming agricultural heritage into a driver of sustainable rural development and social well-being benefits local communities and visitors
China is entering a new era of rural development where culture, technology and tourism are intertwined to create vibrant, sustainable countryside communities. The 15th Five-Year Plan (2026-30) positions cultural heritage not as a constraint, but as a driver of economic growth and social well-being.
From an international perspective, the plan marks a significant move in cultural and rural policy. Preservation has become a central pillar of development. At the core of this strategy is the protection of rural cultural heritage alongside the creation of what policymakers describe as “beautiful and harmonious” villages. Rather than pursuing growth at any cost, China is promoting a model that balances material progress with cultural continuity — an approach linked to strengthening national “cultural confidence”.
A key feature of this transition is moving from passive preservation to actively integrating culture into development. Cultural heritage is being repositioned as an economic driver. Agritourism and local cultural industries are expected to become part of what officials define as new productive forces, transforming identity and tradition into sources of income. Spatial planning policies reinforce this approach, urging local governments to avoid indiscriminate urbanization that could erode the historical fabric of rural settlements.
One distinctive aspect of the framework is the scale of incentives designed to make conservation economically viable. Fiscal measures and insurance support are being expanded for those combining agriculture with landscape preservation. Public investment in infrastructure — particularly logistics and digital connectivity — is also being prioritized, while a major reform extends land-use contracts by 30 more years. These measures aim to transform conservation from a cost into an economic opportunity.
The tourism model is evolving as well. Authorities are promoting immersive, experience-based travel, integrating agriculture, processing and services to offer comprehensive rural tourism packages. Diversifying rural economies also aims to raise incomes and slow the long-standing outflow of young residents to urban areas. Technology plays a key role: 5G networks, artificial intelligence and digital tourism platforms support heritage monitoring, visitor management and e-commerce for rural producers, bringing even remote villages into the mainstream tourism economy.
Taken together, these reforms signal an ambitious vision: rural China is no longer a peripheral hinterland, but a space where culture, technology and tourism converge. Restoration becomes the foundation of what might be called an “economy of beauty” — one capable of attracting investment, sustaining communities, and preserving identity. Land is no longer merely a productive asset but a platform where heritage, capital and social life intersect. While challenges remain — particularly in balancing development with preservation, environmental protection and food security — the direction is clear: China’s countryside is being actively reinvented.
A comparison with Italy offers an interesting perspective. Despite their very different sizes, both countries rank highly on the United Nations Educational, Scientific and Cultural Organization World Heritage list and have played foundational roles in the development of their regions — China in Asia, Italy in Europe, particularly since the Roman era. Italy is widely known for its concentration of fine arts, monuments and historic urban centers. It is estimated that tourism contributed approximately 10 to 13 percent of its GDP in 2024.
Since the 16th century, northern European travelers undertook “cultural journeys” to Italy, describing not only its art but also its agricultural landscapes. However, initiatives to preserve rural heritage emerged only recently, with the national strategic plan for rural development (2007-13), which introduced the national register of historic rural landscapes, agricultural practices and traditional knowledge — a program conceptually similar to China’s National Important Agricultural Heritage Systems (NIAHS).
There are also notable differences. As of 2025, China has over 180 NIAHS sites, compared to Italy’s more than 30 NIAHS sites. Italy has faced a structural challenge: Nearly half of its cultivated land has been lost since 1945 due to socioeconomic changes and reduced competitiveness in global food markets. In response, Italy has shifted from quantity to quality, focusing on high-value food, gastronomy and tourism to revitalize rural areas.
Yet a coherent national strategy emerged only recently, with targeted subsidies introduced in 2023 to support farmers maintaining heritage landscapes. Tuscany, Italy’s leading agritourism region and the birthplace of the national rural landscape register, provides a notable example. Increased subsidies for agricultural heritage preservation have generated strong positive responses from farmers, demonstrating the effectiveness of well-designed policy incentives.
Furthermore, Italy introduced a new law creating the national list of forests of historical and cultural values in September 2025.
Globally, intensive farming is not suitable for all rural areas. Preventing abandonment, urban migration and loss of agricultural heritage requires creating forms of value that cannot be easily replicated — both in local food and tourism. Such value emerges through the preservation of unique rural landscapes, attracting visitors and consumers from outside regions. In this respect, China has an opportunity to lead globally, with its large number of NIAHS sites and participation in the Globally Important Agricultural Heritage Systems (GIAHS) program of the Food and Agriculture Organization of the United Nations.
Looking ahead, China and other countries have opportunities to engage in proactive cooperation on agricultural cultural heritage over the next five years. Knowledge exchange through research programs, workshops and training can allow nations to share best practices in rural preservation and sustainable agriculture, and integrate heritage with economic development. Lessons from Italy and other parts of Europe can complement China’s large-scale initiatives, while China’s experience with NIAHS and GIAHS sites can inform other nations.
Tourism and digital innovation offer further collaboration opportunities. International cultural routes linking heritage villages, immersive agritourism experiences, and digital tools such as virtual tours, e-commerce, and data-driven services can boost local economies and highlight the global value of agricultural heritage. Community engagement and policy coordination will also be critical. Networks connecting rural communities, youth exchanges, and joint cultural events can strengthen stewardship, while shared sustainable farming standards and coordinated funding mechanisms can ensure conservation is economically viable and internationally aligned.
By combining expertise, technology, and policy support, China and other countries can transform agricultural heritage into a driver of sustainable rural development, preserving identity while generating tangible fruits for communities and global visitors alike.
China is setting a global benchmark for agricultural cultural heritage by embracing innovation while safeguarding history. Cooperation with other nations can further amplify this model, demonstrating that rural revitalization and cultural preservation can go hand in hand to benefit communities, economies and visitors worldwide.
The author is the director of the UNESCO Chair on “Agricultural Heritage Landscapes” at the University of Florence. From 2016 to 2021 he was the chair of the Scientific Advisory Group at the FAO Agricultural Heritage Systems Program.
The author contributed this article to China Watch, a think tank powered by China Daily. The views do not necessarily reflect those of China Daily.
Contact the editor at editor@chinawatch.cn.
