The village's tourism has been thriving following the opening of homestays, tea houses, riverside bars and fishing services, attracting residents in neighboring cities, such as Shanghai and Wuxi, for family excursions. Homestays cost an average 150 yuan ($24) for one night per person, covering meals.

Villas with Western-style decor are extra selling points to lure middle and high-end visitors. Accommodation charges for the villas range from 680 to 1,980 yuan ($100-300) per night, with lake-view decks and rooms being the biggest draws.

Mao Zhengbo, initiator of a Shanghai-based travel club, said his friends in Shanghai would be delighted with this new countryside destination for weekend and holiday getaways from city hustles. "It's only some 130 kilometers away from Shanghai. I would be happy to come," he said.

Shanlian is, however, only one example of villages in Jiangsu that have taken effective measures to advance rural development via modernizing the agricultural sector and promoting tourism.