Over the past few decades, China has gone through a number of changes, and no community has been more impacted by these changes than the rural community. This paper takes a look at how heritage influences rural communities in these turbulent times. The paper focuses on three ways in which heritage is present in rural communities: Ecomuseums, rural tourism and archaeological heritage. While there are differences between all three modes, their similarities are defined by common issues addressed in this paper, such as the persisting top-down approaches, traditions in government systems, and issues native to rural areas that prevent active participation in heritage and sustainable tourism.