Xiang Mingming, an associate professor at the School of Architecture at Southwest Minzu University in Chengdu, Sichuan province, says people are increasingly concerned with the sustainability of cultural heritage in the modern world.
Its importance is on a par with that of a local, healthy industry, a harmonious community and a fulfilling life, Xiang adds.
Li Xiaoyun, chair professor at China Agricultural University, calls for the building of livable, business-friendly, and harmonious villages by upgrading living conditions and creating quality rural spaces over the next five years.
Having spent more than a decade conducting grassroots work in villages in Yunnan, Chongqing and Guangdong, he says he has witnessed a huge transformation in village life, empowered by culture and tourism development.
He recalls his first visit to Yunnan's Hebian village in Xishuangbanna, where residents were mostly living in drafty wooden sheds with an annual per-household income of less than 10,000 yuan ($1,414).
However, by 2024, local average income surged to over 70,000 yuan, thanks to favorable national policies.
A similar transformation unfolded in Meizi village in Yingde, Guangdong. Once an impoverished village off the beaten track, it has been vitalized through community-driven efforts to improve its environment and develop cultural tourism, Li notes.
Idle houses were renovated into distinctive guesthouses and cafes, drawing a steady stream of visitors and creating local jobs. The village generated over 100,000 yuan in tourism revenue during this year's National Day holiday, according to Li.
Li expects the 15th Five-Year Plan to advance the development and attractiveness of villages and create high-quality living spaces in the countryside.
"While many villages today no longer worry about food and shelter and have seen infrastructure significantly upgraded, there remains room for improvement in areas such as quality of life and cultural vibrancy," he says.
"The next step should place greater emphasis on rural cultural development, empowering villagers to become the leading actors onstage and the creators of their own culture."