After World War II, the economic recovery of Western Europe implied a swift economic transition for all regions, including the area of the Alps, although affecting various parts at different paces and stages. The resulting out-migration led to population decline in some mountain valleys and regions since the 1950s. Such negative population development trends are widespread across mountain areas of the world, including China, where out-migration started after its rural reform in the 1970s. The effect was in some cases even more significant than in the Alps, with the first villages being deserted in the 1980s. Current estimations report about 380,000 rural villages in China being abandoned between 2000–2016, particularly in its mountain regions. While lower population densities might alleviate the pressures on ecology and contribute to environmental benefits, these movements aggravate a spiraling-down process of local economies and culture. In the Alps, many regions that were facing challenges of out-migration and economic weaknesses focused on local initiatives, including agritourism schemes that provided both economic incentives and stability to involved mountain farmers, and the continuation of local land management systems. However, China’s interest for promoting rural action and tourism-oriented farm diversification only started more recently, with a range of rural tourism and agricultural tourism initiatives emerging. This paper focuses on lessons from successful initiatives in the Alps that might induce and strengthen China’s search for elaborating agritourism activities in mountain areas. In consequence, agritourism might be assessed as a contribution to mitigate out-migration from mountain regions and a core element of the future sustainable development of the Alps and the Chinese countryside.

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Many scenic areas in mountain regions have attained preservation status, which enhances strategies to attract tourists based on its unique natural or cultural resources and its original brand. It is a particular challenge for plant-dependent assets how tourist attraction for the scenic areas could be increased in the off-season, taking account of the strong seasonal fluctuations. The paper focuses on lessons from a specific case of preserved scenic area, the area of rhododendron (“Dujuan” in Chinese) and compares it with several European examples. As indicated in the denomination of “Baili Dujuan” Scenic Area, a National Park in Guizhou Province in China, this plant is the leading asset in that area. The characteristics of the seasonal flowering of rhododendrons causes Baili Dujuan serious problems of a seasonal tourist offer. For several years Baili Dujuan has been promoting complementary activities of agricultural tourism and developing a brand of flower-enjoying destinations, by supporting the local farmers to grow also other economic flowers and fruit trees that bloom in different seasons. Such instruments have contributed to extend the flow of tourists for longer periods of the year, generating also substantial benefits to farmers and other local industries. Based on the emerging initiatives in Baili Dujuan and interesting experiences from protected mountain areas in Europe, the complementary effects of agritourism and tourist destination brands in Preserved Scenic Areas will be explored for further development.

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