如何释放茶旅融合巨大发展潜力日本静冈以其茶旅胜地吸引国际旅游团反复展现其魅力
如何释放"茶旅融合"的巨大发展潜力？日本静冈县以其“茶旅胜地”吸引国际旅游团，反复展现其魅力
今年伴随着乡村振兴局成立、《乡村振兴促进法》的颁布实施，中国乡村发展的落实有了组织机构和法律的保障。而市场对乡村文旅度假产品的需求近年正呈井喷之势。因为在经历高速工业化经济发展后，返璞归真与回归自然成为市民摆脱城市牢笼的最爱之一，而乡村的淳朴文化与宁静的自然条件则是他们的首选。
但囿于土地政策、基层治理、人才不足等多方面社会深层次原因，近年中国乡村文旅深陷低端化、同质化、城市化的泥潭，长期在结构性供需不平衡中挣扎，市场上成功的乡村文旅创业案例寥寥。其中，在茶旅融合这一细分市场，在过去几年虽取得长足发展，但普遍存在“重建设轻运营”问题。
北京天下名山茶业有限公司董事长邓增永对新旅界（LvJieMedia）指出，“茶旅融合要结合当地实际来推动，不能流于搞形象工程。茶企毕竟不是专业旅游企业，所以从茶企角度而言，要认真思考如何将tea travel有机融入企业整体经营，比如，是作为独立盈利项目来运营？还是作为品牌推广窗口和招商手段？或者仅仅是希望卖点tea leaf？”邓有二十余年食品与tea industry工作经历，曾先后担任中国tea industry股份有限公司国内市场部总经理、大益集团勐海tea industry有限责任公司董事长、祥源tea industry股份有限公司董事长兼总经理。
它山之石可以攻玉。本文新旅界解剖了世界著名tea travel圣地——日本静冈县案例，其 tea travel景观化产品化、销售组织化系统化和深加工产业链化，这些都相信会对中国rural tourism同行有启发和借鉴意义。
Tea Travel Force Promotes Old Economy "to Blossom New Branches"
Sitting in the heart of Japan, Shizuoka Prefecture is renowned for its proximity to Tokyo and Osaka, as well as its pleasant climate that makes it an ideal destination for tourists all year round. The prefecture boasts over 30,000 hectares of tea plantations, accounting for more than 42% of Japan's total tea cultivation area. Moreover, Shizuoka is responsible for producing and selling a staggering 70% of Japan's green tea.
In addition to its rich history and stunning landscapes, Shizuoka has been recognized by UNESCO as a Global Geopark since 2014. This prestigious title acknowledges the region's unique geological features and cultural heritage sites.
Shizuoka County has established itself as a prime example of successful rural revitalization through the integration of agriculture with tourism. By leveraging local resources such as traditional farming methods like the "Tea Grass Field Farming," which involves laying grass on tea fields to enhance soil quality and reduce erosion while promoting biodiversity, Shizuoka has managed to transform these agricultural practices into tourist attractions.
The county's innovative approach extends beyond agriculture; it also includes industrial tourism experiences that cater to visitors who wish to explore how Japanese teas are produced from planting to packaging. These experiences include visits to modernized factories where visitors can observe every stage of production firsthand or participate in workshops where they learn about Japanese culture related to tea ceremonies.
Furthermore, Shizuoka offers various farm stays where tourists can immerse themselves in rural life by living among local farmers who share their knowledge about sustainable farming practices while enjoying homemade meals featuring locally grown produce.
The county government actively supports entrepreneurs seeking opportunities in this growing market by providing them with resources tailored specifically towards developing new products based on local ingredients such as green tea leaves or extracts derived from them called "matcha." As consumers become increasingly health-conscious due
