Thriving homestays boost rural tourism development

Change of scene

Like Zheng, Huang Jie decided to get away from city life to enjoy a change of scene. In May, he started work at a rural homestay near the Nalati scenic spot in Xinyuan county, Xinjiang Uygur autonomous region.

Huang, who is in his 40s, has two decades of management experience at leading hotels in Guangzhou and Shenzhen, Guangdong province.

Three years ago, he started to run his own business in Hunan province, but when the COVID-19 pandemic disrupted his plans, he took up the offer to run a rural villa in Xinjiang.

The venture, a joint effort between the local government and major travel agency Trip.com Group, is aimed at upgrading tourism services in the area.

A local official who used to be Huang's tutor at school asked him if he could come to Xinyuan to help with homestay development, and Huang readily agreed.

Against this rural backdrop, Huang has cast off his business suits in favor of outdoor attire, assuming a role similar to that of a farm owner.

He said that when guests arrive, he greets them in a casual manner.

"I might make them a pot of tea, pour them a glass of wine, or even offer them a cigarette while chatting with them about local travel tips or trivia about daily life. In a five-star hotel, such informality is not allowed, but the guests who come here really appreciate this kind of approach," he said.