A girl smiles excitedly at the launch ceremony of the 2024 Nantong Rural Tourism Festival in Shanghu village. [Photo/Nantong Daily]

The 2024 Nantong Rural Tourism Festival kicked off in Shanghu village, Hai'an on May 25, serving as part of the 15th Jiangsu Rural Tourism Festival.

Running throughout the year, the festival includes a launch ceremony, 10 themed activities, and 60 special cultural and tourism activities, which will be held across the city.

A balloon in the shape of a globefish, a popular aquatic food in Nantong, is featured at the launch ceremony of the 2024 Nantong Rural Tourism Festival in Shanghu village. [Photo/Nantong Daily]

During the launch ceremony, Nantong introduced 50 new agricultural products and projects, along with rural travel routes and maps for flower viewing, local delicacies, and seafood offerings in Hai'an.

The city also honored provincial-level rural tourism villages, national homestays, and personnel who are active in promoting rural culture and tourism.

Hosts promote Nantong farm produce via livestream at the launch ceremony of the 2024 Nantong Rural Tourism Festival in Shanghu village. [Photo/Nantong Daily]

The festival entertained attendees with bazaars, art performances, intangible culture heritage classes, kite flying, a farmers' sports meeting, and camping at the launch ceremony.

Nantong authorities have in recent years been focusing on the development of rural tourism. To date, the city is home to one national town in rural tourism, three national villages in rural tourism, and 11 provincial villages in rural tourism. Rural tourism has become an important industry for developing the rural economy, bolstering rural employment, and increasing farmers' incomes.