Villages offer best of both worlds

One of his dishes, Tianmu hotpot, strictly follows traditional recipes and has been on the distinctive food list recommended by local authorities.

Ever since, Wu's business has, as the saying goes, been "cooking with gas", as his mouthwatering cuisines have found increasing popularity among the growing number of travelers to the nearby natural attractions in Lin'an.

"I have now many guests who come to Lin'an just to get a taste of local dishes," Wu says.

In addition to using gourmet food to attract visitors, the district authorities made a groundbreaking move in 2017 and introduced professional village operators to upgrade rural tourism experiences. In 2021, Shen Junming, who runs a cultural and tourism development company, brought his team to settle in the district's Hongcun village to help improve its development.

They started with local family cuisine and tapped its potential by mobilizing rural housewives to offer catering services to visitors.

The village operators have managed to develop the cuisine into the Hongyun Family Banquet brand.

"The move not only helped villagers to increase income on their doorsteps, but also gave them incentives, which has paved the way for development," Shen says.

Moreover, the team explored the village history and took advantage of Buddhist culture in the Jingshan Mountain area, integrating it with restaurants and homestays that offer healthy diets and therapeutic stays.

"It is because of the introduction of the village operators that the value of Hongcun is 'seen'," says Jiang Xianfu, the village's Party secretary.