Encourage all kinds of talents to showcase their abilities in rural areas.

Core Reading

  The key to the all-round revitalization of rural areas lies in people.

  General Secretary Xi Jinping emphasized: “Through concerted efforts, we must build a contingent of rural talent that is grounded in the field, able to stay committed, and capable of delivering results, thereby strengthening the intellectual and human resources support for comprehensively advancing rural revitalization and accelerating the development of a strong agricultural nation.”

  Guiding services to the grassroots, improving local talent development, strengthening evaluation and incentive mechanisms, and attracting entrepreneurs returning to their hometowns—regions and departments across the country are actively piloting and exploring these approaches, enabling diverse talents to fully showcase their abilities in the vast rural landscape and providing robust support for the sustained, steady improvement of agricultural and rural development.

  “Local Experts” Transform into Agronomists

  Scientific plant protection to promote high-quality, high-efficiency agriculture.

  In the citrus orchard of Honghua Village, Qingzhu Subdistrict, Qingshen County, Sichuan Province, fruit hangs heavily from the branches. “Local expert” Luo Jian braves the scorching sun as he moves through the trees, diligently inspecting pest and disease control measures. “This is our second follow-up visit.” Half a month earlier, during his routine orchard inspection, Luo Jian had observed a severe outbreak of noctuid moths and noticed calcium deficiency in the fruit. Acting promptly, he prescribed an appropriate treatment plan and guided the growers in implementing comprehensive control measures, resulting in noticeably improved tree vigor.

  As citrus management enters a critical phase, questions like how to effectively prevent and control post‑rainborne pests and diseases, and how to maximize the role of agricultural drones, have been on Luo Jian’s mind. “After graduating from an agricultural college, I worked as an agricultural technician, grew vegetables, and sold agricultural inputs.” Seeing his hometown’s rice and ponkan orange industries thriving, he joined forces with six fellow villagers to establish the Xinyang Agricultural Plant Protection Professional Cooperative, building a team that provides socialized agricultural services.

  Making a living in the field of plant protection is no easy feat. “When I was just starting out, while carrying out pest and disease control for a large-scale rice farmer, I missed the optimal timing, resulting in poor efficacy and reduced yields,” recalls Luo Jian. Reflecting on that experience, he notes, “With insufficient specialized expertise and low efficiency, it’s hard to ensure high-quality service.” To address this challenge, he turned his focus to promoting green plant-protection technologies and researching integrated pest management. Through hands-on experimentation, he gradually honed new approaches and began to see tangible results. In 2021, Luo Jian earned the title of Senior Agronomist, and as the cooperative brought in more advanced agricultural machinery and technical expertise, its order volume steadily grew.

  “The service team members come from all the townships and towns in the county, serving both as pest‑control specialists and information liaisons, which enables them to keep abreast of crop disease and pest outbreaks across the entire county at all times,” Luo Jian explained. He has established three technical‑exchange groups focused on citrus and rice cultivation, where farmers seek advice daily on how to manage diseases and pests. By leveraging the cooperative to conduct plant‑protection training, the team trains more than 500 fruit growers each year, significantly raising local farmers’ expertise in fruit production.

  Green pest management is the future of the citrus industry. Luo Jian has vigorously promoted physical control tools such as fly‑attracting balls and yellow sticky traps, which have been warmly embraced by local fruit growers; to date, these devices have been deployed across more than 30,000 mu of orchards. “Here, we’re becoming increasingly meticulous in our citrus cultivation—replacing chemical fertilizers with organic ones, substituting herbaceous ground cover for chemical weedkillers, and employing fly‑attracting balls and IoT‑enabled insecticidal lamps. The results are environmentally friendly, and the efficacy in controlling pests and diseases is quite good,” Luo Jian said.

  “With experts by my side, I feel confident about fruit cultivation. My orchard has expanded to over 10 mu, and my annual sales have grown to more than 100,000 yuan,” says Li Zhixiang, a fruit farmer from Guantingba Village in Baiguo Township, who is among those reaping the benefits. Li cultivates 15 mu of citrus; in the past, lacking sound management practices and expertise, he relied on pesticides that were costly, highly polluting, and yielded poor pest‑control results. He was among the first to try the fly‑attracting balls recommended by Luo Jian: “You wouldn’t know until you tried it—once I hung the balls, pests were drawn right in and stuck fast, saving time while being environmentally friendly.”

  According to statistics, China has so far cultivated more than 9 million high‑quality farmers. Wei Houkai, director of the Institute of Rural Development at the Chinese Academy of Social Sciences, stated that advancing high‑quality, efficient agriculture requires not only specialized professionals such as experts, professors, and researchers, but also “local experts” who have mastered practical skills and “field scholars” deeply rooted in rural life. A growing number of farmers—skilled in technology, adept at business management, and proficient in administration—are continuously acquiring new competencies, introducing new varieties, cutting‑edge technologies, and innovative approaches, and establishing sound mechanisms for linking with and supporting farming communities. These efforts are driving the development of distinctive rural industries, boosting stable income growth for local residents, and providing robust human‑resource support for the comprehensive revitalization of rural areas.

  A planner has arrived in the village.

  By following established principles, the vision of a harmonious and beautiful countryside is being turned into reality.

  Driving along the eastern foothills of the Taihang Mountains, a winding stone-paved road stretches ahead, with stone houses nestled in graceful disorder. The driver tells us we’ve arrived at Maoliandong Village. Stepping into Maoliandong Village, in Dahejian Township, Qibin District, Hebi City, Henan Province, one is greeted by fragrant blossoms and fruit in the courtyards, while the village’s landscaped gardens create a delightful harmony. It’s hard to imagine that this picturesque little mountain village was once a hollowed-out, depopulated hamlet.

  The transformation of Maoliandong Village began with the arrival of rural planners. The Henan Provincial Department of Natural Resources launched a pilot program for village‑level planning across the province, and after careful selection, Maoliandong was chosen as one of the pilot sites. Geng Danyang, a rural planner from Henan Urban Space Planning and Design Co., Ltd., led his team to take up permanent on‑site residency.

  The first time she stepped into Maoliandong Village, Geng Danyang met villager Zhang Lingmei under an ancient locust tree, where the elderly woman was enjoying the cool evening air with her grandson. “The kids’ parents are both working away from home,” Zhang said, chatting warmly with the “city kid” Geng Danyang. “If only there were a job right at our doorstep—so we could earn a living and take care of the family without missing out on either.”

  Seeing the hopeful looks in the eyes of the elderly and the children, Geng Danyang resolved to put her professional expertise and passion to work, crafting a well‑thought‑out plan for the village. Conducting door‑to‑door surveys and distributing questionnaires, she and her team of seven spent more than twenty days immersed in the village. Yang Jie, the secretary of the village Party branch, hopped on his three-wheeler to ferry Geng Danyang as they crisscrossed every corner of the community.

  “Five parts terraced fields, two parts forest, and three parts village nestled among the mountains. Our field visits revealed that Maoliandong boasts a solid rural foundation, rich in red‑culture heritage, traditional villages, and intangible cultural assets. However, lacking an overarching master plan, it faces challenges such as sluggish industrial development, underutilized resources, deteriorating traditional dwellings, and inadequate infrastructure,” said Geng Danyang. Following their research, the team compiled a project inventory and, in alignment with local development priorities, identified 43 specific tasks grouped into eight major categories.

  No matter how well‑crafted a plan may be, it is of little use if it cannot be put into practice. In this pilot program for village‑level planning, the Henan Provincial Department of Natural Resources has organized expert guidance and established a working platform; project funding is coordinated at both the city and county levels; township authorities facilitate land‑use requirements; and a team of planners provides end‑to‑end support, ensuring the successful implementation and operation of the initiative.

  For the people of the mountains, roads are their way out. Early on, Geng Danyang ran into a tough challenge: the proposed design for a highway service area clashed with the planning for Maoliandong Village. The service area would cut across the village’s existing road network, and its architectural style would differ from that of the village itself. The planning team repeatedly raised these concerns to seek support, and after persistent efforts, the service‑area plan was duly adjusted. “Once the highway is completed, the service area will include an exit, allowing visitors to walk into the village and bringing in a fresh wave of tourists,” Geng Danyang explained.

  As planned projects take shape, Maoliandong Village has quietly transformed: idle old houses have been repurposed into a senior‑center, abandoned cave dwellings have been converted into artisan workshops, the sewage network and treatment facilities have been upgraded, an immersive performance theater has enriched rural cultural life, and local agricultural products have become popular tourist souvenirs—products like millet and jujube‑bud tea are in such high demand that supply can’t keep up.

  According to statistics, following the implementation of the plan, the village established a “Common Prosperity Workshop,” creating more than 60 new jobs and boosting the village’s collective income by approximately RMB 1.2 million annually. “I used to work away from home for years, but this year I found a job right at my doorstep,” said villager Yang Daping. Speaking about the village’s future, Yang Jie expressed full confidence: “Some of the planned projects are still under construction; once they are completed and put into use, I’m sure our villagers’ lives will become even brighter.”

  “Rural development must follow the laws of development and prioritize planning before construction,” said Wang Feng, Deputy Director of the Henan Provincial Department of Natural Resources. He added that enhancing the quality and practical effectiveness of village planning, coupled with the deployment of rural planners, has yielded significant results. Moving forward, the province will support qualified technical professionals who are well-versed in rural contexts to participate in village planning and project implementation, provide “accompaniment‑style” services to facilitate plan execution, and optimize on‑site support from assigned rural planners, thereby boosting the quality and efficiency of rural development.

  Homestay concierge has become a new profession.

  Exquisite service—serving as the proud ambassador of our mountains and waters.

  Bamboo Spring Village lives up to its name. Bamboo groves conceal thatched cottages, and every home is set beside a clear spring. In Tongjing Town, Yinan County, Shandong Province, Bamboo Spring Village is once again welcoming visitors seeking respite from the summer heat. “Welcome to Bamboo Spring Village—please take your luggage and check in with me…” At the village entrance, homestay manager Mao Peijuan stands with a warm smile, greeting a steady stream of tourists. A “new villager” herself, Mao Peijuan oversees more than 30 diverse guesthouses.

  What is a guesthouse concierge? With the growth of rural tourism and the homestay industry, “guesthouse concierge” has emerged as a new rural profession, offering visitors customized services such as accommodation, dining, insights into the local natural environment, and immersive cultural experiences.

  Mao Peijuan sums up her day in one word: “Busy!” Early in the morning, after confirming check-in details, she meticulously inspects the rooms’ cleanliness and the condition of all amenities. Once guests have enjoyed breakfast, she begins organizing a variety of daytime activities that showcase local customs and cultural charm. In the evening, after the guests retire to their rooms and she’s completed her rounds of the grounds and made arrangements for the next day, it’s already well past her official quitting time.

  To others, working nonstop can seem exhausting, but Mao Peijuan finds joy in it: “A great guesthouse should offer warm, heartfelt service. Our goal is to make every visitor to Zhuquan Village feel right at home.” Liu Ping, a traveler who drove from Beijing for a getaway, shared her experience over the past few days, her tone brimming with satisfaction: “Whatever you need—food, lodging, transportation, or anything else—you can always reach out to the housekeeper. Peijuan even took me to the village market; it was truly delightful.”

  As a new profession, being an effective guesthouse manager comes with specific professional requirements. For six consecutive years, Yinan County has hosted training programs for guesthouse managers, inviting representatives from cultural and tourism associations and industry experts to deliver in-person instruction and live-streamed sessions on topics such as traditional culture, physical conditioning, and tourism services. “Handling arrivals and departures, crafting travel itineraries, promptly addressing guests’ questions—plus mastering skills like coffee-making, floral design, and tea ceremony that appeal to younger travelers—is essential to better meet the diverse needs of different clientele,” explains Mao Peijuan. In Zhuquan Village, guesthouse managers regularly engage in a variety of learning initiatives; in addition to internal, scheduled training, they also organize both “going out” and “bringing in” educational activities.

  Originally, Mao Peijuan had held a variety of jobs outside her hometown, working in fields like electronics and digital technology as well as express delivery and logistics. “Every time I returned home for holidays, seeing the countryside grow increasingly vibrant, I began to think about going back and giving it a shot.” At first, she couldn’t even manage to make up a bed properly; if it didn’t turn out right, she’d head home and keep practicing, and whenever she had a spare moment, she’d shadow tour guides, honing her skills in guiding and explaining. “Since becoming a guesthouse manager, everyone says I’ve changed. Back then, I used to blush at the sight of anyone; now I’m cheerful and talkative.” Through diligent study and hard work, Mao Peijuan stood out and was promoted to deputy general manager of the guesthouse company.

  To excel in a new profession, you also need to equip yourself with “soft skills.” When tourists struck up casual conversation—“What’s the origin of the inscription carved on that stone?” or “What other famous sites and historical relics are there in Yinan?”—Mao Peijuan initially found it hard to answer. By meticulously jotting down each question and studying them one by one, she steadily built up her knowledge of culture and tourism. Now, when topics like local specialties and regional culture come up, she can respond with ease, giving her greater confidence in providing service.

  “Taking on a new career and gaining fresh experiences, I’m proud to serve as an ambassador for my hometown’s beautiful mountains and waters. It’s close to home, offers job security, and provides opportunities for training and learning—truly a win-win situation.” At the guesthouse, Mao Peijuan keeps everything running smoothly: young, communication‑savvy staff handle housekeeping, while older workers take on cleaning duties. Currently, 90 percent of the workforce hails from Zhuquan Village and neighboring communities, with many earning a steady income right at their doorstep.

  Zhang Xiangyu, director of the Henan Provincial Institute of Culture and Tourism Planning, stated that the booming rural tourism has created fertile ground for the development of rural homestays, and the emergence of the “homestay host” as a new profession is the result of a two-way convergence between diverse rural talents and the growth of rural industries. He recommended continuing to strengthen skills training and platform development, bolstering the confidence and courage of returning talent to start businesses and find employment, and supporting the diversified development of sectors such as leisure tourism, science education, and cultural tourism—thereby boosting rural employment, entrepreneurship, and income growth. (Reporter: Chang Qin)

[Editor-in-charge: Li Yan]

Source: People’s Daily