Chenjiapu village is a popular tourist destination in Zhejiang. [Photo/Tide News]

Nestled in the mountains of Lishui city in East China's Zhejiang province, Chenjiapu is an ancient village with a history of more than 640 years.

Though it was once a desolate area with few people and no resources, the village is now a popular tourist destination with a thriving cultural and creative industry.

This dramatic change began after Bao Chaohuo, the secretary of the village Party branch, took office in 2013. In line with the provincial strategy to promote sustainable development, he led the villagers to improve the infrastructure and living environment, renovate the old houses, and seek out investors.

Due to these efforts, Chenjiapu village was listed as a national traditional village just a year later. Continuous efforts to restore the natural environment and living conditions have since attracted people to set up businesses like bookstores, homestays, restaurants, tea rooms and cultural and creative bases within.

In 2022, the village received more than 400,000 tourists and generated a business income of more than 19 million yuan ($2.63 million). The village's collective operating income was in excess of 1 million yuan, while the per capita income of villagers increased by more than 20,000 yuan.

The tourism boom has also created more jobs and opportunities for the villagers. Many villagers who used to work elsewhere have returned to their hometown to start businesses or find jobs.

Bao Chaohuo said he hopes to provide tourists with more diversified, refined and high-quality tourism products, and make Chenjiapu village a model of rural vitalization and green development.