Encourage all kinds of talent 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 have been actively experimenting and innovating, enabling diverse talents to showcase their abilities and make significant contributions in the vast rural landscape, thereby 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 a follow-up visit,” he explains. Half a month earlier, during his routine orchard inspection, Luo had observed a severe infestation of noctuid moths and calcium deficiency in the fruit. Acting promptly, he prescribed an appropriate treatment plan, guiding farmers to implement comprehensive control measures, and soon the trees began to thrive.

  As citrus management enters a critical phase, questions such as how to effectively prevent and control post‑rainborne diseases and pests, 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 flourish, 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 grain farmer, I missed the optimal timing, resulting in poor efficacy and reduced rice yields,” recalls Luo Jian as he reflects on that experience. “With insufficient professional 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 strategies. Through hands-on practice, he experimented with new approaches, gradually honing his skills and steadily building up results. In 2021, Luo Jian earned the title of Senior Agronomist, and his cooperative began incorporating more advanced agricultural machinery and cutting-edge technical resources, leading to a surge in service orders.

  “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 fruit fly traps and yellow sticky boards, which have been warmly embraced by local orchardists; to date, these devices have been deployed across more than 30,000 mu of farmland. “Here, we’re becoming increasingly meticulous in our citrus cultivation—replacing chemical fertilizers with organic ones, substituting mechanical weed management for chemical herbicides, and employing fruit fly traps and IoT‑enabled insecticidal lamps. The results are environmentally friendly, and the efficacy in controlling pests and diseases is quite good,” said Luo Jian.

  “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 offered 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 them—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 trained 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, technologies, and concepts, 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 Maolian Cave Village, Geng Danyang ran into villager Zhang Lingmei, who was sitting under an ancient locust tree with her grandson, enjoying the cool evening air. The elderly woman struck up a friendly chat with the “city kid” Geng Danyang: “Both parents are working away from home. 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 and ferried Geng Danyang to every corner of the village.

  “Five parts terraced fields, two parts forest, and three parts village nestled among the mountains. Our field visits revealed that Maolian Cave boasts a solid rural foundation, rich in red‑revolutionary culture, traditional villages, and intangible cultural heritage. However, due to the absence of comprehensive planning, it faces challenges such as sluggish industrial development, underutilized resources, deteriorating traditional dwellings, and inadequate infrastructure,” said Geng Danyang. Following the survey, the team compiled a project inventory and, in alignment with local development needs, identified 43 specific tasks across 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 initiative for village‑level planning, the Henan Provincial Department of Natural Resources has assembled a team of experts to provide guidance and establish 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 offers end‑to‑end support, ensuring the successful implementation and operation of the project.

  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 brought the issue to light and sought support; through 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 ushering in a new 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, and an immersive performance theater has enriched the village’s cultural life. Local agricultural products have become popular tourist souvenirs, with millet, jujube‑bud tea, and other specialties 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’re completed and put into operation, 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 noted 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 skilled professionals familiar with 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, guesthouse 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 guests personalized 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 room’s cleanliness and the condition of its amenities. Once guests have finished 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 has completed her rounds of the grounds and made arrangements for the next day’s tasks, 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: “No matter what you need—food, lodging, or transportation—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‑stream sessions on topics such as traditional culture, physical fitness, and hospitality services. “Handling arrivals and departures, crafting travel itineraries, promptly addressing guests’ questions—plus mastering skills that appeal to younger travelers, like coffee brewing, floral design, and tea ceremony—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 outbound study tours and inbound workshops featuring external experts.

  Originally, Mao Peijuan worked in a variety of fields outside her hometown, including electronics and digital products as well as express delivery and logistics. “Every holiday when I returned home and saw the countryside growing ever more vibrant, I began to think about coming 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. I used to blush at the sight of anyone, but now I’m cheerful and talkative.” Through diligent study and hard work, Mao Peijuan stood out and eventually rose to the position of deputy general manager at the guesthouse company.

  To excel in a new profession, you also need to equip yourself with “soft skills.” “What’s the origin of the inscription carved on that stone?” “What other famous sites and historical relics are there in Yinan?” At first, these casual questions from tourists left Mao Peijuan struggling to respond. But by jotting down each answer and studying one question at a time, she steadily built up her knowledge of culture and tourism. Now, when topics like local specialties or regional culture come up, she can handle them with ease, providing services that feel far more confident and assured.

  “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. Today, 90 percent of the workforce comes from Zhuquan Village and neighboring communities, with many earning a steady income right at their doorstep.

  Zhang Xiangyu, director of the Henan Provincial Institute for Cultural 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 leisure tourism, science education, cultural tourism, and other sectors—thereby boosting rural employment, entrepreneurship, and incomes. (Reporter: Chang Qin)

[Editor-in-charge: Li Yan]

Source: People’s Daily