The rural tourism sector has not just managed to weather the storm of the pandemic, it has thrived with new business and innovative products springing up all over the countryside, Yang Feiyue reports.

Gao Guoyou considers himself luckier than many of his colleagues in the tourism industry.

Many travel operators have taken a hit over the past two years as the sector has, arguably, borne the biggest economic brunt of the pandemic, but those engaging in rural tourism services have managed to dodge the bullet.

Gao, in his 40s, has been busy with the development of many rural homestays in May.

He is now working with domestic major online travel agency Trip.com Group in pushing forward the construction of rural homestays in Jinzhai village, Anhui province.

At the same time, he is also in charge of building two rural resorts in Arxan, in the Inner Mongolia autonomous region, and Shibadong, in the Xiangxi Tujia and Miao autonomous prefecture, Hunan province, both of which are expected to open soon.

"I'm from Sichuan, and my people's love towards rural tourism products comes from deep within," Gao says.

"China's first rural family fun venue－a farmhouse homestay and restaurant－is located in Pixian county of Chengdu."

Gao has more than 20 years of experience in design.

He started his own career in homestay construction in 2015. His first rural project was in Changsha, Hunan province.

"I love backpacking in the woods and on the mountain slopes," he says.

"I've been searching for ways to return to nature and village life."

A cliff restaurant in Anhui province. [Photo provided to China Daily]

Gao eventually came up with the idea of the Earth House project that features portable rooms with four small piles.

Each of the rooms adopts a full modular design and production process, which is carried out elsewhere, and it is then transported to a designated location. This way the impact on woodland, plants and the original natural landscape is minimal.

"The whole room can be placed according to different terrains and landscapes and adjusted to reach a position where it works best with its surroundings," Gao explains, adding that, inside, the bed can be raised to the rafters during the day, revealing a hidden sofa and tea table.

The idea is to merge the room with the forest, creating a oneness where visitors can get the best of what nature, science and art can offer, he says.

His innovative idea has now been applied in a dozen provinces and autonomous regions, including Sichuan and the Ningxia Hui and Xinjiang Uygur autonomous regions.

Although some of his projects have been halted due to the sporadic outbreaks of COVID-19 around the country, Gao is optimistic about the future of rural tourism.

He believes there are many golden opportunities to be found in the country's rural vitalization drive.

"There are just so many great and beautiful places worth exploring," he says.

The pandemic has got a grip on trans-provincial and outbound tourism, forcing Chinese travelers to explore getaways in areas peripheral to their homes over the past two years.

It has given rural tourism a shot in the arm.

A rural getaway run by Trip.com Group in Henan province. [Photo provided to China Daily]

The country's rural areas received 3.09 billion traveler visits in 2019, accounting for more than half of the domestic market, the China Tourism Academy reports.

To date, rural tourism has recovered to 92 percent of that 2019 figure, according to Trip.com Group.

Like Gao, Jiang Tao also has faith in rural tourism and has managed to keep his head above water over the past two years.

Jiang has been running a rural getaway in Wangwushan scenic spot in Jiyuan, Henan province, since late 2019.

"We have received a good number of visitors during major holidays, such as Labor Day and National Day," Jiang says.

Most guests are from the city and are drawn to the rural homestay to get in touch with nature and relieve the pressures of urban life, he explains.

Travelers enjoy 24-hour butler service at the homestay and can fully customize their travel experience.

Jiang has 20 years of hotel management under his belt and says the biggest difference about running a homestay is ensuring the guests feel like they are at home.

Jiang says local governments also make great efforts to promote rural tourism.

In 2018, Henan culture and tourism bureau encouraged owners of old local residences to transform them into quality homestay venues.

Jiang's place has 22 employees, most of whom are local villagers.

"They are all down-to-earth, enthusiastic and love their jobs," he says.

"It is real life here, full of rural charm."

The latest wave of COVID-19 cases has forced Jiang to step up his pandemic control and prevention efforts in his homestay operations. He has also encouraged other employees to do livestreaming and have a go at selling local specialities online during the tough times.

"It's a relief to see everyone on the mountain doing their best, and things will surely get back to normal," Jiang says.

Wang Xingyu (front) with his colleagues at Yanshixi village, Hunan province. Wang started a company which makes arrangements for school students to experience rural life. [Photo provided to China Daily]

Different to Gao and Jiang, Shanghai-based Wang Xingyu has been striving to integrate education with rural experiences.

In 2017, he started Beyond the City, a company which makes arrangements for middle and high school students to experience rural life.

To date, Wang has managed to bring more than 4,000 urban students to villages across the country, including the Ganzi Tibetan autonomous prefecture of Sichuan province and the terraced farmlands in Yunnan province.

Interactions with traditional rural arts troupes in Heze, Shandong province, and ethnic Ewenki people in Aoluguya in the Inner Mongolia autonomous region, are also a regular occurrence.

"Instead of traveling in the countryside, students live in villagers' homes, and take courses in literature, social research, opera performance and architecture design," Wang says. "They will also learn the value of labor."

Wang stumbled upon the potential of using rural villages for educational purposes after he finished his study of international politics and relations. He explored rural areas due to his academic interests and passion for national affairs, and that was when he realized that each village offers its own distinctive culture and history, which can complement the knowledge imparted to the students in the classroom.

"It's like moving the training from a classroom to the grand auditorium of nature, and it enables students to commune with rural culture," Wang says.

He's optimistic about the future of his business, especially after the central authorities introduced the "double reduction" policy last year, aiming to reduce the burden of excessive homework and tuition on young students.

"This focus on quality education will surely boost learning outside the classroom," he says.

So far, Wang has established contact with a number of schools and has conceived numerous educational experiences, including live action role-playing games featuring revolutionary history in Zhoushan, Zhejiang province.

"For future rural tourism, opportunities might lie in the intersections of different industries," he says.

Rural homestay developer Gao Guoyou at the Earth House project in Changsha, Hunan province. [Photo provided to China Daily]