Farmers' markets sow seeds for tourism boom

Gourmet food

In Kunming, capital of Yunnan, Zhuanxin Farmers' Market boasts groups of stalls selling gourmet food and novelty items.

Yang said, "There's even a local saying that goes, 'If you don't know what to eat, go to Zhuanxin.'"

He believes that as long as a farmers' market appeals to visitors, it meets the requirements of being a tourist resource, and can be developed into a tourist attraction.

"If a city farmers' market has potential, it can be considered for inclusion on tourism routes," he said.

Yang suggests that travel agencies allocate time for tourists to explore popular and distinctive farmers' markets, and that local authorities introduce these markets in their tourism promotions, such as travel brochures and maps, to provide visitors with more options to enjoy a destination.

He also feels that local governments should develop infrastructure at farmers' markets with tourism potential and set up visitor-friendly signs and hotline numbers.

Numerous farmers' market operators have looked at the tourism potential of these venues to devise renovation plans.

Zhu Rong, who helped design the Shuangta market in Suzhou, allocated space for cafes and pubs.

"The market is adjacent to the Pingjiang historic block, and most tourists will head south to the market after touring the block, creating more opportunities for social interaction," Zhu said.

The market operators will focus on highlighting attractions in the area surrounding the Shuangta market, and art performances, including local pingtan (storytelling and singing in the Suzhou dialect) and Kunqu Opera, will be staged in the neighborhood, Zhu said.

At Cuifang Farmers' Market, another well-known site in Suzhou, fire hydrants are adorned with cartoon stickers of fruit and vegetables, while the walls feature artworks, including images of a cat sitting on a wall.

Xu Xiong, who is in charge of operations at the market, said each stall owner wears an eye-catching customized apron. During weekends and holidays, the market attracts countless young visitors who chat and sip tea.

Zhong Shuru, who is an associate professor at Sun Yat-sen University's School of Tourism Management in Zhuhai, has become acutely aware of the rising popularity of food markets among young people in recent years.

"An increasing number of my students have shown an interest in these markets," Zhong said.

She attributes the rising popularity of farmers' markets to their displays of authentic local life.

"You can see locals going about their business, and experience culture and a slow-paced lifestyle, which are quite different from the attractions at conventional tourist attractions," Zhong said.

"Moreover, the snacks at these markets are more likely to truly represent local flavors," she added.

As an expert on farmers' markets, Zhong said they have experienced transformative development.

"Many of the outlets now offer a clean environment and intelligent management. They are no longer dingy wet markets," she said.

As numerous farmers' markets are situated amid bustling businesses and convenient transportation services, Zhong said that more community services have emerged nearby, including canteens, day care centers and barber shops.

However, Zhong said market renovation should always be based on the practical needs of local residents, especially if these venues are revamped as tourist destinations.

yangfeiyue@chinadaily.com.cn