In this interview, Stephan Petermann, advisor of Dutch Creative Industries Fund, who has visited China over 20 times, talks about China's poverty alleviation and the transformation it has brought in the countryside. He also shares insights into the future development for rural tourism. "Tourism needs to evolve and needs to grow into more interesting formats that are less about stereotypes, less about reenactments, less about, let's say, a culture that is dead and more celebrating a culture that is living,” Petermann says.