The Third World Rural Tourism Conference opens in Huzhou, Zhejiang province on Oct 28. [Photo by Sheng Shaobo]

The Third World Rural Tourism Conference, with the attendance of more than 380 experts, scholars and travelers from 20 countries and regions, took place in Wuxing district of Huzhou, Zhejiang province on Oct 28-29.

Focusing on the themes of Belt and Road Initiative, rural vitalization and pursuing a happy life, participants discussed the development trends of rural tourism at the conference.

Shan Jixiang, director of the Palace Museum in Beijing shared their experiences in the management of tours to the museum and promoting Chinese culture to the whole world. "To achieve the integrated development of culture and tourism, one needs to open the door wider and promote the culture first," he said.

Chairperson of the Pacific Asia Travel Association Chris Bottrill stressed the importance of preserving the completeness of culture when developing tourism in his speech. He said protecting the environment and cherishing the authenticity of culture is significant to the practicing and rejuvenation of cultural traditions and customs.

At the opening ceremony, six tourism projects in Huzhou concerning rural tourism, cultural creativity and other aspects of tourism were signed, bringing in a total investment of 28.5 billion yuan ($4.09 billion).

Huzhou has been working to make full use of its ecological resources for tourism development in recent years. In 2017, the city welcomed 100 million visitors from home and abroad, including 42.13 million to its rural areas, generating tourism revenue of over 10 million yuan.

Shan Jixiang, director of the Palace Museum, makes a speech at the opening of the Third World Rural Tourism Conference on Oct 28. [Photo by Sheng Shaobo]

Agreements on tourism are signed at the rural tourism conference in Huzhou, Zhejiang province. [Photo/Chinanews.com]