当旅行社“中国亮点” (China Highlights) 为外国游客组织大巴游览中国各地标志性景点时，公司表示，有一个临时请求反复出现。“我们能去农场看看吗？”
When the travel agency China Highlights organises bus trips for foreign tourists to iconic sights across China, the company says one last-minute request keeps cropping up again and again. “Can we visit a farm?”
据公司首席执行官赵Steven (Steven Zhao) 介绍，这个问题变得如此普遍，以至于导游现在在从黄山、张家界等风景名胜区返程途中，会为团队安排为期一两天的农场游。
The question has become so common that guides now organise farm tours lasting a day or two for groups as they drive back from scenic spots such as Huangshan and Zhangjiajie, according to company CEO Steven Zhao.
他补充说，游客们通常想见见农民，在他们的平房砖瓦房里吃顿午餐，甚至参与收割。
The tourists often wanted to meet the farmers, have lunch in their single-storey brick homes and even join a harvest, he added.
这一趋势是中国旅游市场更广泛转变的一部分，国内外游客都开始从著名的城市地标和山岳风景区拓展出去。
The trend is part of a wider shift in China’s tourism market, as travellers both domestic and foreign branch out from famous urban landmarks and mountain scenic areas.
赵Steven 表示，这种变化部分源于“自拍旅游”的兴起。外国游客常想在梯田旁摆姿势拍照，因为在不以同样方式种植水稻的国家，梯田被视为新奇事物。他的旅行社已经营近三十年。
The change is partly being driven by the rise of selfie tourism. Foreign travellers often want to pose next to terraced rice paddies, which are considered a novelty in countries that do not grow rice the same way, according to Zhao, whose agency has been in business for nearly three decades. “Lots of rice fields,” he said.
“很多稻田，”他说，“我们可以提供那种背景，让人们看到它。” 预订平台携程 (Trip.com) 称，游客对能让他们体验另一种生活方式的沉浸式体验的渴望也在增长，来自澳大利亚、德国、马来西亚和美国的游客特别热衷于看农场。
“We can provide that backdrop and let people see it.”There is also a growing hunger among travellers for immersive experiences that give a flavour of another way of life, with tourists from Australia, Germany, Malaysia and the United States particularly keen to see farms, according to booking platform Trip.com.
携程告诉《南华早报》 (South China Morning Post)，旅行者越来越“寻找能让他们走进去、弄脏双手、并带一份乡村文化回家的体验”。
Travellers were increasingly “seeking out experiences that allow them to step inside, get their hands dirty, and bring a piece of rural culture back home”, the company told the South China Morning Post.
携程集团“乡村度假” (Country Retreats) 项目——一个2021年启动、旨在推动中国乡村振兴的倡议——来自海外用户的预订量在2025年同比增长超过50%。入境游客的过夜住宿量增长超过75%。
Bookings from overseas users for Trip.com Group’s Country Retreats project – an initiative launched in 2021 to drive rural revitalisation in China, jumped by more than 50 per cent year on year in 2025. Overnight stays by inbound tourists were up more than 75 per cent.
据携程网称，中国乡村旅游已因此发生变化，服务提供方正从以观光为主的模式转向同时提供生活方式相关体验的模式。
Rural tourism in China is already changing as a result, with providers shifting from a model focused on sightseeing to one that also offers lifestyle-linked experiences, according to Trip.com.
该旅游平台表示，自2023年以来，国内游客自驾游日益流行，导致更多人顺道造访农场——而中国免签政策引发的入境旅游近期激增，进一步放大了这一趋势。
The growing popularity of road trips among domestic Chinese tourists since 2023 had led to more people stopping by farms – and a recent surge in inbound tourism sparked by China’s visa-free policies had further amplified the trend, the travel platform said.
与西方常见的大规模工业化农场不同，中国乡村大多仍以小型、紧凑的村落为主，四周环绕着家庭承包地。传统四合院住宅依然常见。
Unlike the vast, industrial-scale farms found in the West, much of China’s countryside still features small, tight-knit villages surrounded by family plots. Traditional courtyard dwellings remain common.
截至2026年年中，联合国世界旅游组织已认定中国19个村庄为“最佳旅游乡村”，数量居各国之首。
The United Nations World Tourism Organization had recognised 19 “Best Tourism Villages” in China, more than any other nation, as of mid-2026.
随着中国媒体对乡村旅游趋势的关注度不断提升，其中一些村庄正成为知名景点。
Some of these villages are now becoming well-known attractions as the rural tourism trend receives growing media attention in China.
据官方媒体新华丝路报道，2024年真人秀节目《远方的家——外国人在中国乡村》记录七位外国游客在一座中国村庄的居住体验，网络播放量超过4.2亿次。
In 2024, the reality television show “From Far Lands to China’s Farmlands”, which followed seven foreign visitors staying in a Chinese village, received more than 420 million views online, according to a report by the state-run media outlet Xinhua Silk Road.
新华丝路称，该节目的成功“让中国乡村旅游走进聚光灯下”，并助力节目取景地——位于中国中部湖南省的湘峰村推动发展“院子经济”。
The show’s success “brought Chinese rural tourism into the spotlight”, and helped the village it featured – Xiangfeng in central China’s Hunan province – in its push to develop a “courtyard economy”, according to Xinhua Silk Road.
该媒体表示，外国游客常对农场美食和“迷人的乡村生活”印象深刻。
Foreign tourists were often impressed by the food and the “enchanting rural life” on the farms, the outlet said.
北京居民魏宝京表示，他过去常带两个年幼的儿子去城市郊区昌平区的一个果园采摘苹果。
Wei Baojing, a Beijing resident, said he often used to take his two young sons to visit an orchard in Changping district on the city’s rural outskirts, so they could pick apples.
这两个男孩现年9岁和13岁，每次采摘约1公斤（2.2磅）水果——足以装满家里的冰箱——并在采摘过程中向果园付款。“城市人对去采摘水果感兴趣，是因为他们的孩子，”现年45岁、从事制造业的魏先生说。
The boys, now aged 9 and 13, would collect about 1kg (2.2lbs) of fruit per trip – enough to fill the family’s fridge – paying the orchard as they went. “City people are interested in going to pick fruit, because of their children,” said Wei, 45, who works in the manufacturing sector.
这种乡村旅游在多大程度上惠及了中国庞大的农业劳动力尚不清楚，后者约占全国劳动力总数的五分之一。中国两位学者2026年的一项研究发现，农业旅游提高了某些农民群体的人均可支配收入水平。
It’s unclear to what extent the rural tourism is benefiting China’s vast agricultural workforce, which makes up around one-fifth of the national total. One 2026 study by two Chinese scholars found that agritourism had raised per capita disposable income levels among certain groups of farmers.
但上海复旦大学金融学教授常青（Charles Chang，音译）表示，一些热门农业旅游目的地是由公司而非个人经营的，而且城市居民往往更倾向于游览专为游客设计的郊区农场，而非更遥远的地点。
But Charles Chang, a finance professor at Shanghai’s Fudan University, said companies rather than individuals ran some of the popular agricultural destinations, and that city dwellers often preferred visiting suburban farms designed expressly for tourists over more distant sites.
“我觉得这只是微小的涟漪，”常青说。“我不确定会有多少惠及到基层。”
“I would think it’s a small ripple,” Chang said. “I’m not sure how much trickle down there is.”