HANGZHOU, Aug. 14 -- When developing rural areas, China must strive to protect its beautiful countryside as it will promote the cultural and ethical progress of rural society, a senior official said on Friday at a conference held in Huzhou city, Zhejiang Province.

Liu Qibao, head of the Publicity Department of the Communist Party of China (CPC) Central Committee, stressed that President Xi Jinping's instruction to build a "beautiful countryside" must be implemented, and should focus on promoting rural society development.

Liu said that messy public areas and poor infrastructure plagued rural residents, and better planning and residential areas would provide a beautiful environment for rural dwellers.

The work will help cultivate polite and cultured farmers, Liu said, adding that quality cultural products and services should be provided to villagers.