Prospects for the development of rural tourism in China in the context of the One Belt, One Road initiative

Abstract

Background: The modern world is experiencing an unflagging interest in rural tourism, causing its consideration as a powerful tool of international economic strategies for the development of local communities, preserving national traditions and ensuring sustainable economic growth of regions. Aims: The study's goal is to examine the features and promotion trends of Chinese rural tourism in the context of the One Belt, One Road program. Materials and Methods: To achieve the research objectives, the following methods were used: axiomatic, hypothetico-deductive, comparative. Results: The results of the work determined that China’s One Belt, One Road initiative acts not just as an economic project, but also as a platform for cultural and social exchange between countries. Within its framework, rural tourism has become a tool to energize local economies. Traditional handicrafts, agro-tourism, and attractions attract tourists, contributing to job creation and increasing local incomes. The study found that rural tourism is becoming a key area of focus for the programme, as infrastructure facilities targeting the tourist flow are being developed, encouraging regions to be active in this area. Increased attention is paid to the sustainable development of rural tourism. This not only preserves natural resources, but also helps to maintain and popularize the cultural heritage of the regions. Despite a number of achievements, there are also challenges such as inconsistency of standards, service problems and insufficient infrastructure development in remote areas. Conclusions: Based on the analysis, it can be argued that rural tourism in China will continue to grow, especially with the support of government initiatives