Tall and lush trees line the sides of a road along the Taigong Lake in Linzi, a district in Zibo, Shandong province. Toward Huangcheng township in the north of the district in eastern Shandong, the view changes.
First, the lake gives way to wetlands, and then forests and parks emerge. The local government has got down to treating pollution and improving infrastructure there since 2001.
Now, the Taigong Lake has become a national water conservancy scenic area, which has given rural tourism in the neighborhood a shot in the arm.
"We've built roads to connect all villages here, and the farmers' living environment has changed positively," says Chang Xiangyong, a Linzi official.
A total of 47 toilets for tourists in Linzi's rural areas have been built in recent years, and 11 parking lots have taken shape to satisfy self-driving visitors, Chang adds.
A group of visitors enjoys tea at a mountainous agri-tourism facility at the Maliantai scenic spot in Linzi, Shandong Province. /China Daily Photo
At the rose valley in Huangcheng, visitors are seen taking photos and some are purchasing skincare products at the Linsen Biological Products Co.
"It was all a desert along the river," says Yu Jingzhu, a senior employee at the company, which has invested 80 million yuan (11.65 million US dollars) to set up a business of rose-based skincare products. It took off in May last year.
"There was (agricultural) rubbish lying around everywhere," he recalls.
It took two years for the government to give the site a face-lift. Crop stubs and other farming waste were buried underground for natural degrading. The soil was raked and leveled and fertilizers were applied before rose seeds were sown.
Now, an area of 200 hectares is covered in roses.
The damask rose was introduced from Bulgaria, which is used for skin care products, while garden-variety pink roses are used for food, Yu says.
A museum in Xiaotiefo village showcases folk traditions and distinctive history of Linzi's Huangcheng town. /China Daily Photo
An annual rose festival is held by the company in the first weekend of May. Art shows and matchmaking events are also held.
"Tourist numbers can peak at 100,000 during blossom time," says Zheng Tao, a manager with the biological products company.
Do-it-yourself products make the experience better. Visitors can pick up the roses themselves, and then use the petals to make their own cosmetics.
"They can have their skin checked by professional equipment first," Zheng says. "Then, they can make their own products based on their skin condition, as we offer raw materials and guidance."
The costs range from 50 to 200 yuan for the products. The assembly line can be viewed through a sightseeing gallery, and a rose museum allows visitors to gain more knowledge about the flower. Many schools have sent children here to learn about the manufacturing process of such products.
"We receive several groups of students daily during blossom time," Zheng says.
At the end of the tour, there's a shopping center, where visitors can buy rose-based skincare products, snacks and liquor.
The rose valley has received more than 500,000 visitors in the past 12 months, raking in 40 million yuan in tourism revenues.
Speaking about plans, Zheng says the company will develop a tourist center next year to boost rural tourism.
"The valley runs 11.4 kilometers across 11 villages, each of them with distinctive characteristics," Zheng says.
A technician working at a factory producing skincare products in Huangcheng township in Shandong province's Linzi. /China Daily Photo
Landscaping design to upgrade peripheral scenery will start next year and venues for outdoor weddings and filming facilities have also been planned. So far, the business boom has created job opportunities for the local villagers.
"We employ many villagers to harvest roses in May and June," Zheng says.
There are 50 full-time employees at the company and 90 percent of them are local female villagers.
Su Xueli, 43, got the job offer when she visited the rose festival last year.
"The place is beautiful and close to my home," Su says.
She lives 10 minutes away by bike. As a mother working at the company's packaging unit, her salary covers the living expenses of her family.
"I still get time to take care of my children and parents at home," she says.
Su is just one of the many beneficiaries of the rural tourism business.
The appeal of the rose valley has also helped to draw visitors to the villages nearby.
In Xiaotiefo village, which is close to the company, a museum showcases the history of Huangcheng from the 1950s to the 1990s, managing to attract many tourists. The museum, which opened to the public in September, was converted from a private house that was built in 1951.
Porcelain plates with images of traditional village food and historical events hang on the walls. Old-fashioned bicycles, farming tools, old radio sets and a stone table, old currency from the People's Bank of China's predecessor Beihai Bank are exhibits that tell their own stories of the past.
"Many visitors come to see the village and experience fruit-picking," Wu Wenbo, Party secretary of Xiaotiefo village, says.
A museum in Xiaotiefo village displays the living style of Huangcheng residents. /China Daily Photo
Lots of people gather at the village plaza to sing and dance, sometimes even stage performances at night, and people from outside come to enjoy local celebrations, too, he says.
At the Maliantai scenic spot that is near Huangcheng, Zhu Limin runs a business on a hill that offers a view of the surrounding area. The government has arranged for homestay owners like her to travel within China and abroad and learn from advanced tourism experiences, such as Japan and Europe.
"I add a few bells and whistles every time I get an inspiration," Zhu says.
She can make 15,000 yuan on a weekend now and usually take in 30,000 guests a year. However, things were quite different when her family started the business in 2002.
"There was no water and electricity here, and few people came," she says."Things have picked up a lot."
The local government has invested more than 30 million yuan to develop cycling routes and green belts at the Maliantai scenic spot.
In addition to offering meals, Zhu also offers such activities, such as floral arrangements and field trips, to her guests. There are more than 20 households that provide what is known as "agricultural entertainment," and locals are not worried about finding jobs anymore. Some elderly people also make money from selling snacks in the streets.
(Cover: Villagers pick petals in the rose valley, which organizes a rose festival every May. The local government has boosted rural tourism in Linzi district, Shandong province's Zibo city. /China Daily Photo)