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The 2021 Wenzhou National Cultural and Tourism Consumption Pilot City Construction Work Plan is released

Wenzhou City will accelerate the construction of an international leisure resort tourism city and will start from five aspects, namely optimizing consumption scenarios, enriching consumption supply, innovating business models, strengthening publicity and marketing, optimizing the consumption environment, etc., so that We *** all look forward to Wenzhou’s culture and tourism getting closer.

The Wenzhou Municipal Government issued the "Wenzhou City National Cultural and Tourism Consumption Pilot City Construction Work Plan" (hereinafter referred to as the "Work Plan"). Accelerate the construction of an international leisure, vacation and tourism city and help our city create a city model for high-quality development and construction of a comprehensive and prosperous demonstration area.

The work plan aims to build a cultural and tourism regional consumption center city, focusing on creating a "cultural highland" and "new consumption highland" to promote urban consumption levels and cultural tourism consumption brands, and have a positive impact on industrial development and social economy. The driving role of the city has become more prominent, and efforts have been made to achieve a new leap from "pilot city" to "demonstration city". We will achieve steady growth in the scale of cultural tourism consumption, iterative upgrades in cultural tourism consumption formats, and significant improvements in the cultural tourism consumption environment.

By 2023, the role of culture and tourism consumption in economic and social development will be further highlighted. The city’s absolute number of annual overnight tourists will reach about 30 million, and the added value of the tourism industry will exceed 70 billion yuan, accounting for 8.5% of GDP. % or more, and the per capita cultural and entertainment expenditure of residents accounts for more than 6% of consumer expenditure. Relying on digital transformation, we will build urban cultural and tourism landmark clusters, cultivate new consumption, improve the quality of cultural tourism products and services, further optimize public services and consumption structures, make the market supervision system more complete, and the satisfaction of the masses and tourists generally reaches 95 %above.

The work plan proposes 19 specific measures from five aspects: optimizing consumption scenarios, enriching consumer supply, innovating business models, strengthening publicity and marketing, and optimizing consumption environment: 01. Optimize consumption scenarios, create culture and Tourism consumption agglomeration area

Building a core cultural tourism consumption agglomeration area

With Yandang Mountain Scenic Area and Liu Bowen’s Hometown Scenic Area as the core, two national 5A-level scenic spots are loaded with cultural tourism consumption content. Expand consumption radiation and create two core consumption clusters with tens of millions of cultural and tourism traffic. Relying on the commercial resources of the main urban area, through "big construction and big beauty", especially the construction of "two lines and three areas", the layout will cultivate new landmarks for cultural tourism consumption such as Park Road-Wuma Street-Chan Street Historical and Cultural District, Nantang Cultural Tourism Area, etc. Create five leading and exemplary "core cultural tourism consumption clusters" in Wenzhou to promote the revitalization of the "thousand-year-old city".

Create a new scene of characteristic cultural tourism consumption

Each county (city, district) combines regional advantageous resources to create no less than one characteristic cultural tourism consumption block and cultivate a group of * ** Cultural tourism consumption IP with the same wealthy characteristics promotes the agglomeration of cultural tourism consumption characteristics and the concentration of resources. Cultivate and select about 50 cultural tourism consumption demonstration bases (blocks, scenic spots, shopping malls) and characteristic cultural tourism consumption demonstration points (stores). Encourage complementary linkage of consumption in counties (cities, districts) that are geographically adjacent and connected by transportation to increase their impact and expand consumption. 02. Enrich consumer supply and improve the quality of cultural and tourism products

Anchoring large-scale project leadership

Focus on the construction of the Jiangxin Island reconstruction and improvement project, the East China Grand Canyon Radon Spring Tourist Resort, Cangnan 168 Golden Coastline Tourism Industry Belt, Yongjia Nanxi Yunshang Hot Spring Tourism Resort, Yongchang Ancient Town Cultural Tourism Development, Wencheng County Tianhu Tourism Resort, Pingyang Ancient Aotou Industry-City Integration and other major tourism projects with rich cultural heritage. project to comprehensively enhance the recognition of cultural tourism consumption.

Improve the quality of tourism development

Support qualified counties (cities, districts) in striving to create national-level all-region tourism demonstration areas, support Lucheng, Longwan, Ouhai, Yueqing, Ruian, etc. Strive to create a provincial-level all-region tourism demonstration area and coordinate the creation of leisure resorts in five mountainous counties including Yongjia. Explore and develop a "horse racing" mechanism for 4A-level scenic spots to create 1-2 "future scenic spots" with distinctive features, rich business formats and leading positions. Implement the five-year action plan of "micro transformation and fine improvement" of the tourism industry, and complete the 6 pilot counties (districts) including Dongtou, Yongjia, Wencheng, Pingyang, Cangnan, Taishun, Nanxi River Scenic Area, Taishun Corridor Bridge Radon Spring Provincial pilot work for 13 individual pilot units including provincial tourist resorts. Promote the "Thousands of Villages, Hundreds of Towns and Ten Cities Scenicization" project with cultural empowerment, complete the construction tasks of 30 scenic towns and 150 scenic villages (15 3A-level) in batches, build more than 2 scenic cities, and create a batch of demonstration 3A Level scenic village.

Create distinctive products

Coordinate and promote the construction of Oujiang Shanshui Poetry Road, and work with Lishui City to create a quality Shanshui Poetry Road tourism route. With the theme of "Thousands of Bowls in One Hundred Counties, One Hundred Bowls of Ou Flavor", we will vigorously develop "food + tourism" products. Excavate, protect and gather Wenzhou’s time-honored brand resources and build a number of Wenzhou-specific cultural and tourism merchandise stores. Design and launch a batch of cultural tourism consumer goods with Wenzhou characteristics, personalized and fashionable, and launch "Ou" cultural tourism souvenirs.

Cultivation of new growth points

Taking the 100th anniversary of the founding of the Party as an opportunity, we will dig deeper into the site of the Zhejiang Provincial Congress of the Communist Party of China, the Memorial Hall of the Dongtou Pioneer Women's Militia Company, and the 10th Chinese Workers' and Peasants' Red Army Red resources such as the former site of the military headquarters of the three armed forces are launched, and the red classic tourism product "Oujiang Tide Red Navigation" is launched. Taking the Wenzhou Division Football Team and Dragon Boat Competition of the 2022 Hangzhou Asian Games as an opportunity, we will create and launch Asian Games-themed tourism products and develop a new business format of "ice and snow sports + tourism". Give full play to the advantages of industrial clusters and major industrial enterprises to develop a number of high-quality industrial tourism projects. Actively introduce well-known e-sports teams, clubs and event organization companies to settle in Wenzhou and develop "e-sports + tourism" special products.

Promote the digital reform of cultural tourism

Integrate cultural tourism consumption services into the "city brain", establish and improve the big data monitoring system for cultural tourism consumption operations, and improve cultural tourism consumption management and services level of refinement. Accelerate the intelligent upgrade of public, cultural, tourism and consumer venues to increase 5G coverage. Encourage cultural tourism enterprises and merchants to explore new models of online creation, online experience, online communication, and online consumption, introduce and develop 2-3 immersive cultural tourism consumption content based on digital technology, and promote the implementation of a number of new digital cultural tourism consumption scenarios.

Expand consumption of festival activities

Promote the introduction of domestic and foreign high-end art resources, improve the quality of activities, and encourage well-known domestic and foreign art festivals, music festivals, and sports events to settle in Wenzhou. Make brand activities such as “Wenzhou International Fashion Culture Industry Expo”, “Southern Opera Cultural Tourism Festival”, “Wenzhou Intangible Cultural Heritage Shopping Festival”, “Love Wenzhou Self-Driving Tour on 9.20” and “Qingdeng Market” bigger and stronger, and support counties (cities, districts) ) holds brand performing arts activities such as the "Nanxi River Music Festival" and creates a year-round venue and hotspot for cultural tourism consumption festivals with world-class standards. Take advantage of the opportunities of major urban events such as the World Young Scientists Summit and the World Wenzhou People's Conference to promote cultural tourism products to the development site, the venue, and the competition venue, and strive to transform exhibitors, audiences, and contestants into cultural tourism consumers, and realize cultural tourism consumption in major urban events Maximize spillover effects. 03. Innovate business models and build a unique cultural tourism product system in Wenzhou

Enlarge nighttime cultural tourism consumption

Cultivation and development of the "moonlight economy", improve Oujiang Light and Shadow Wharf, Impression Nantang , the Jiangxinyu Light Show and other iconic nighttime scenic spots, create a number of popular cultural food plazas with Wenzhou characteristics such as "Binjiang Food Stalls", encourage qualified tourist attractions to carry out night tour services, and further enhance the "Oujiang Night Tour" "Tanghe Night Painting" and other series of high-quality night cultural tourism products. Encourage museums, libraries, exhibition halls and other public cultural service venues to extend their opening hours, and encourage urban study rooms to open 24 hours a day. Strive to create one national-level night-time culture and tourism consumption cluster and three provincial-level night-time clusters.

Promote the "Qiaojiale" B&B brand

Leverage Wenzhou's unique advantages as a key hometown of overseas Chinese in the country, create a "Qiaojiale" brand B&B that is Wenzhou-recognizable, and develop "seaside accommodation" "Qiaojiale" sub-brand series such as "Su" and "Shejia" are actively expanding the "rural + overseas Chinese culture + tourism + B&B" business format, and turning "Qiaojiale" B&B into a micro-destination for tourism. Accelerate the cultural implantation and theme creation of accommodation facilities, launch a number of intangible cultural heritage hotels (B&Bs), and overall improve the service quality and artistic taste of hotel reception facilities.

Promote the integration of cultural inheritance and fashion consumption

Implement the "Cultural Gene Decoding" project to empower the development of the cultural tourism industry and create A new cultural tourism format with Wenzhou recognition. Develop a batch of "national pop-up" fashionable and creative cultural tourism consumer products, and build a new platform that regularly links with scenic spots, high-star hotels and B&Bs. Support the implementation of a number of new experiential and immersive cultural tourism consumption scenarios, and make new brand scenarios such as "Nanxijiang Country Music Mandu", "Shangen Music and Art Village" and "Tieding Liuliu" bigger and stronger.

Expand incremental consumption in public places

Promote the construction of core cultural consumption outlets such as Wenzhou Grand Theater, Southeast Theater, museums, public libraries, chain bookstores, etc. The main high-quality cultural tourism consumption space carrier resource matrix is ??embedded in cultural tourism consumption space and functions, integrating art exhibitions, book readings, cultural salons, light food and catering and other services to enhance cultural tourism consumption carrying capacity, as well as supporting facilities and service functions. Launch a number of high-profile “private museum cultural and creative markets”. 04. Strengthen publicity and marketing, expand the brand influence of cultural tourism consumption

Create core brand image

Explore Wenzhou’s unique urban endowments and characteristics, and focus on history, landscape, business, festivals, Fashion, food and other themes are used to create "Ten Industrial Tourism Scenes", "Ten Night Tours", "Ten Cultural and Creative Blocks", "Ten Study Bases", "Ten Bed and Breakfast Boutiques", "Ten Gourmet Alleys" and "Ten Ouyue Cultural Tourism Scenes". The 10 "Ten" series of cultural and tourism specialty consumer brands, including "Top Ten Gatherings in Rural Areas", "Top Ten Online Popular Check-in Places" and "Top Ten Landmarks in the City", have shaped Wenzhou's cultural and tourism industry into a "leading city in cultural tourism and night consumption" and a "leisure and vacation destination". The core brand image of tourism consumption attracts more tourists to come to Wenzhou for consumption experience.

Carry out diversified publicity and marketing

Strengthen cooperation with leading "OTA" platforms, use big data to strengthen analysis of tourist consumption sources, and provide more targeted and diversified products Innovate products, achieve precision marketing, promote cooperation with e-commerce platforms, new media platforms, and Internet celebrities, and organize various new marketing and promotion activities such as live broadcasts to bring goods. Increase the "rewards and subsidies for travel agencies to recruit foreign tourists". Support the creation of excellent literary and artistic products with Wenzhou as the background, give full play to the role of film, television and literary works in tourism promotion and marketing, strengthen the breadth and effectiveness of cultural communication, and tell the "Wenzhou story" well.

Strengthen regional interactive promotion

Organize and hold the "Yangtze River Delta·Wenzhou Tourism Cooperation Procurement Conference" to promote the mutual recognition and interoperability of third-generation social security cards in the Yangtze River Delta regional cultural tourism field Use it to promote the Yangtze River Delta PASS cultural tourism consumption card project and introduce more tourists from key regional cities. Launched a series of tourism product routes "Follow the traffic to travel to Wenzhou". Actively build consumption projects in the Zhejiang, Anhui, Fujian and Jiangxi National Eco-tourism Cooperation Zone. 05. Optimize the consumption environment and improve cultural and tourism consumption satisfaction

Build a general cultural and tourism consumption service platform

Coordinate online and offline activities, integrate resources across the region, and implement city, county, and enterprise services Cascade linkage to build Wenzhou’s smart cultural tourism brain. The "E Travel Wenzhou" information service platform will be built into the general entrance to Wenzhou's cultural tourism consumer services, providing tourists with one-stop information services, reservations, social security cards, self-guided tours, virtual experiences, cloud live broadcasts, evaluation sharing and other digital services Process closed-loop experience service.

Improve inbound tourism services

Improve foreign language traffic guidance on main roads entering the city and parking instructions in key scenic spots, and launch a series of "language barrier-free" demonstration international cultural tourism consumer products. Strengthen the convenient transfer of urban transportation such as airports, high-speed rail and light rail, buses, taxis, self-service rental cars and self-driving, and improve the international service level of urban transportation. Make good use of the advantageous resources of Wenzhou people around the world, and draw on the strength of Wenzhou's hometown of overseas Chinese to focus on attracting the second and third generations of overseas Chinese to visit Wenzhou for tourism and consumption. Optimize mobile payment solutions for inbound tourists and improve the quality of overseas tourists’ shopping experience.

Increase cultural tourism to benefit the people

Organize and carry out a series of activities "Cultural Tourism Consumption Benefiting the People Season" to encourage ticket exemptions and exemptions for scenic spots, free opening of scenic spots on non-weekends, discounts on performance tickets, and points Incentives, highway toll reduction and other consumption-benefiting measures. We will launch timely promotional activities to benefit the people, such as "Cultural and Tourism Consumption Vouchers" and "Visit Thousands of Villages and Stay in Thousands of Accommodations" to encourage employees to take paid vacations. In principle, study tours, red education activities, employee recuperation, and cadre training for primary and secondary schools in the city will be organized within the city limits.

Optimize the consumer market environment

Encourage government agencies, enterprises and institutions around scenic spots to help provide parking convenience during peak tourism periods. Strengthen market supervision, promote comprehensive administrative law enforcement in the cultural tourism market, establish and improve a mechanism for handling complaints and reports on cultural tourism consumption, and severely crack down on illegal activities in the cultural tourism market. Establish and improve the cultural tourism industry standard system, strengthen the promotion and application of standards, and promote the standardization and standardization of cultural tourism industry management. Carry out activities to create Wenzhou's "Cultural Tourism Consumption Demonstration Merchant", deepen the implementation of the "Quality Service Plan", and comprehensively promote corporate integrity management, high-quality services, and satisfactory consumption.