Thoughts and suggestions on the development of global tourism in our city

10 From June 5438+05 to June 5438+08, the municipal party committee office and the municipal government office organized a research group to go to Ninghai County, Jiangshan City, Zhejiang Province, and yi county City, Anhui Province to learn the relevant experience of global tourism development. They visited Qiantong Town, Ninghai County, Qingyang Village, XX Town, Jiangshan City, Chen Da Village, yi county Hongcun Village and Tachuan Village successively, where they are thriving and have their own characteristics. The research and investigation are reported as follows.

I. Impression and feeling

1. distinctive features and accurate positioning. Tourism destination positioning is considered to be the most important link in the global tourism development, and it is also the basic means of differentiated competition in the market. Ninghai, Jiangshan and Yixian have effectively opened up the market through distinctive and highly recognizable tourism positioning, and achieved the publicity effect of "point to area". For example, Ninghai County takes "Quiet City Ninghai" as its brand positioning, spreads Ninghai's tourism image with quietness as its beauty, and gives birth to Ninghai's global tourism brand image "Ningbao" with "quietness" as its keynote and "Meng" as its style. Through IP-based network marketing, Ninghai has been widely concerned in the tourism market. The spy culture of the Republic of China, represented by "Yang Qing Shi Mao Culture" and "San Mao Dai Yi", has become two major features of Jiangshan tourism. Its brand slogan of "A Thousand-year-old Road with Splendid Jiangshan" not only shows the profound historical and cultural heritage, but also cleverly covers the scenic spots such as Xianxiaguan and Jiang Lang, which makes visitors unforgettable. Yixian county, on the other hand, relies on "emblem culture" and takes "ancient buildings+homestays" as the core to create a "village in Chinese painting" and cultivate internationally renowned tourist attractions represented by Xidi and Hongcun.

2. The layout of joint points is excellent. The development of global tourism is by no means the lighting of villages and the smoking of households, but the combination of points and areas, mutual promotion and common development. During this visit, the team was particularly impressed by the panoramic, full coverage and all-round tourism planning and layout. For example, as early as 20 1 1, Ninghai county put forward the strategy of "big scenic spot", which included the county tourism commission into the standing department of the county's "multi-regulation" joint meeting, strengthened the function of the early stage of tourism, put forward the implementation of the "Hundred Villages and Thousand Scenery" project, planned the "one ring and eight lines" landscape construction system connecting towns and streets in series, and made excellent villages and demonstrations along the line. On the basis of "multi-regulation integration", Jiangshan scientifically plans the urban area of 20 19 square kilometers as a complete tourist destination, elaborately dresses up two gardens, namely, the countryside and the city, and concentrates resources to create six exquisite routes, such as the world heritage Jiang Lang style line, colorful security style line, ancient town health charm line, happy countryside style line, village song culture style line and drunken bowl kiln fashion line, so as to form an "ancient road that traces its roots, and is the most beautiful. Yixian county, on the other hand, integrates global tourism into various fields of urban and rural construction and economic and social development, organically combines tourism development with ecological environment construction, historical and cultural heritage protection and rural tourism projects to enrich the people, and connects "multi-point" tourism resources such as Huifeng Huiyun, celebrity's famous residence, XX ancient town and village, famous mountains and famous waters in series, and implements differentiated creation of scenic spots to form a spatial panoramic system tourism. In key urban areas, key tourism sectors, rural tourism clusters, A-level scenic spots,

3. Convenient and enjoyable. Whether the upgrading of tourism supporting facilities can meet the needs of tourists such as "food, housing, transportation, travel, shopping and entertainment" is the core that determines the level of tourism development in the whole region. As the first batch of national global tourism demonstration zones, Ninghai, Jiangshan and Yixian have made great efforts in improving tourism supporting facilities and enhancing tourists' experience and comfort. For example, in 20 16, Ninghai county invested 4.5 million yuan to build a tourism scientific detection platform and established the first county-level tourism big data center in Zhejiang province. By integrating the data of public security transportation and other 16 tourism-related departments, triple play operators and smart unionpay, the comprehensive dynamic detection and management of passenger flow, marketing decision-making, boutique routes and public opinion analysis are realized. Jiangshan City made great efforts to solve the "last mile" of tourists' travel, and successively invested 340 million yuan to build comprehensive passenger transport hub and other projects, opened bus routes from high-speed railway station to major scenic spots, built 102 electric car rental point and 12 high-end bicycle rental point, put in 400 new energy electric cars and 250 sports and leisure bicycles, covering the central city and major tourist attractions, and created/kloc. Yixian county has been deeply involved in the tourism industry for decades and has always insisted on continuous exploration and improvement in supporting services. Since 20 16, the investment of tourism-related funds in urban and rural areas, transportation and other departments in the county has reached more than 20% of the fiscal revenue. At present, all the roads connecting the core scenic spots have reached the standard above the third-class highway, forming a "fast" and "slow" tourist transportation network. At the same time, through the layout of the global tourism panorama, tourist traffic signs, tourist stations and so on. A three-level tourism distributed consulting service system has been formed. After nearly 40 years of precipitation and accumulation, Yixian tourism supporting services have become increasingly mature and perfect [there are 1046 famous Huizhou restaurants, specialty foods and other catering enterprises;

There are 1 193 theme hotels, boutique homestays and forest cabins;

Boutique line 170km, 5 sports bases.

There are 6 scenic spots above 4A level, 44 traditional villages and ancient buildings in Ming and Qing Dynasties 1684.

4. Have a good momentum of struggle. At present, global tourism has become a national strategy, and the whole country has formed a global tourism development pattern. It has become a new normal for tourism to drive and promote the all-round development of local economy and society. For example, Ninghai County, as the birthplace of "China Tourism Day", shouted the slogan of "Travel all over the world and travel in Ninghai" and developed tourism with unprecedented strength and height. From June to June this year, the county received 8,773,500 domestic and foreign tourists, and the total income of tourism economy reached 9 106 million yuan, up by 654.38+08.63% and 654.38+03.53% respectively. The turnover of homestays in the county is 65.438+0.56 billion yuan, which drives the sales of agricultural and sideline products to 46.5438. Jiangshan City has built a foundation for the high-quality development of global tourism by building a large number of key tourism projects. According to preliminary statistics, in 20 18, there were 146 tourism projects under construction in this city, and the actual investment was 310.50 billion yuan, up more than 66% year-on-year.

In 20 18, the city * * * received domestic and foreign tourists186.89 million person-times, and realized the total income of tourism economy118.7 million yuan, up by 24.2% and 24.5% respectively. Relying on excellent ecological advantages, rich cultural heritage and rich tourism resources, Yixian focuses on building three service industry clusters: Hongcun Rural Tourism Industrial Park, Xidi Heritage Town and Gubi Slow Life Town, and the benefits of industrial clusters are increasingly prominent. In 20 18, the county's rural tourism characteristic industrial clusters (bases) realized operating income of 2.43 billion yuan, tax revenue of 784.2 million yuan, and absorbed direct employment 1 10,000 people.

In 20 18, the county * * * received domestic and foreign tourists 1 1960900 person-times, achieving a total income of 98710 million yuan, up by 15% and 13.9% respectively.

Second, the city's global tourism development status

In recent years, relying on good natural resources and profound cultural heritage, our city has made some achievements in promoting the development of tourism, especially with the arrival of the media age, and successfully built a number of online celebrity scenic spots such as Xicunli, Sequoia Forest and the Sichuan-Tibet Line in southern Anhui, but compared with the requirements of global tourism development, there are still many shortcomings.

1. Fuzzy brand image. In the course of tourism development in the past 20 years, we have put forward such urban tourism positioning as "the pearl at the foot of Huangshan Mountain, the mansion in a Dream of Red Mansions", "Luxembourg in the East, the Peach Blossom Garden in the Dream", but none of them can accurately outline the tourism image of Ningguo and reflect the differences of Ningguo tourism. Speaking of Ningguo tourism, what is our core image? What is our specialty? Who are our target customers? There is no exact answer. The ambiguity of brand positioning will lead tourists to have no distinct brand impression on Ningguo, and even produce boredom, which has become a major obstacle to planning the long-term development of global tourism.

2. Lack of tourism format. Since the beginning of this year, the city has only attracted eight tourism projects, and only three projects have actually started [Qinglong Yunwu Tea Tour Project, Port Tea Village Slow City Project and Xi Zhong Shanshui Neighborhood Village Project]. The "big and good" tourism projects are difficult to attract investment, sign contracts and land, which has become a major bottleneck in the city's global tourism development. Moreover, most tourist attractions are single in form, with low participation of tourists, obvious homogenization, low overall benefit of tourism economy and insignificant driving effect. In terms of tourism products, the lack of fist products and core products, low level, small scale and weak market competitiveness have also hindered the high-quality development of global tourism.

3. Insufficient supporting facilities. In terms of transportation network, there is no special tourist sightseeing bus in the urban area, and the transfer system between railway stations, bus stations and scenic spots is not perfect. Some scenic roads do not meet the standards of tourist-grade roads, and in this typhoon disaster, roads in Shizhushan, Lin Xia, wuyue Ancient Road and other scenic spots were seriously damaged, and it is difficult to recover in a short time.

In terms of accommodation and reception, there is still a lack of well-functioning municipal tourism distribution centers and high-quality, distinctive catering accommodation, culture and entertainment, which is difficult to meet the differentiated multi-level needs of tourism consumers. In terms of scenic facilities, some functions such as tourist toilets, tourist parking lots and tourist signs need to be further improved and upgraded.

Third, experience and enlightenment

Judging from the achievements of global tourism development, it is not only the catalysis of advanced concepts, but also the promotion of institutional mechanisms. It is not only driven by large-scale high-quality projects, but also the overweight of small but refined, small and beautiful products, which also provides many valuable experiences for the development of global tourism in our city.

1. Master plan and clear development blueprint. Planning first is the first step in developing global tourism. Only by insisting on "drawing a blueprint to the end and doing it one after another" can we realize the long-term development of global tourism. Suggestions: First, establish a joint conference system for global tourism development, coordinate the city's global tourism work, study and formulate policies and measures, and coordinate and solve related problems, especially strengthen the docking and coordination of the city's global tourism master plan, land use plan and various industrial plans. The second is to establish a supervision mechanism for the implementation of tourism project planning and design, to ensure that all tourism-related projects and scenic spots in the city carry out in-depth design according to the principle of "unified style, outstanding highlights and economic application" to maximize social and economic benefits. The third is to implement the strategy of "Qinglong Bay Grand Scenic Area", with Qinglong Bay Scenic Area as the core and the "Sichuan-Tibet Line" in southern Anhui as the main line, and plan to connect fine villages, homestays and scenic spots in XX, Qinglong, Tang Fang, Zhu Feng, Jialu, Hulu and other township streets in series to form an all-round three-dimensional tourism network of mountains, water, people and food.

2. Internal training and external introduction, and strengthen the support of business forms. Excavating characteristic resources internally and attracting high-quality tourism projects externally are the two most direct and effective ways to improve the overall quality of global tourism, which is particularly important for Ningguo, which is in the early stage of global tourism development. Suggestions: On the one hand, we should further dig deep into the tourism resources, and fully tap the humanistic resources such as the folk customs of celebrities' former residences around the "Red House Culture, She Township Culture and Longyao Culture" in our city to promote the quality and efficiency of tourism. For example, on the basis of the first phase of the Dream of Red Mansions Cultural Park, the tourism formats such as food, opera, garden art and sculpture art in the Dream of Red Mansions are planned with the Dream of Red Mansions culture as the link.

Relying on the culture of She nationality, we will do a good job in weddings, bonfire parties and national song and dance activities of She nationality, and produce and sell tourist souvenirs such as headdresses, embroidered shoes and ancient inscriptions of She nationality.

Featuring Longyao culture, we plan interactive experiential projects such as Longyao site visit and DIY creative production, and make and sell Longyao handmade souvenirs. On the other hand, strengthen the integration of resource packaging and actively attract foreign projects. For example, around the "Sichuan-Tibet Line" in southern Anhui, it can attract powerful well-known enterprises to settle in and develop go road camps, motels and open-air cinemas. And form an industrial chain covering travel. Around the "Little Third Line" site, we will invest in the construction of the "Little Third Line" cultural sightseeing factory and historical memorial hall, display the physical cultural relics, historical photos and sculpture models of the year, and plan the educated youth tour and return home tour. For another example, the recently discovered "Love Island" can introduce powerful group companies for comprehensive development within the scope permitted by laws and policies, further expand the bearing function of Qinglong Bay Island, and create a brand-new highlight of Qinglong Bay Scenic Area.

3. Government-led, creating social synergy. It can be seen from the development achievements of global tourism in various places that it is difficult for the government alone to adapt to the new development situation and form a climate on the global tourism stage. Only by relying on government policy guidance and introducing strategic investors to participate in investment, management and operation can we really stimulate the endogenous motivation of global tourism. Suggestions: First, revitalize effective assets. Learn from Yixian's "entrusted management" mode in solving the problem of protection and utilization of state-owned immovable cultural relics [under the premise of state-owned property rights, the county cultural relics department will review and report, and towns and villages will sign relevant agreements with users to carry out cultural creativity, exhibition and exchange, etc. ], rationally develop a number of historical and cultural resources such as Hulusi Old Street and Shangtan Ancient Village, and realize the effective utilization of resources. The second is to explore market-oriented operation. Fully sum up the relevant experience of market-oriented operation of Shanmendong and Sequoia Forest, take Lv Wen Investment Company as the lead, further straighten out the property rights relations of various scenic spots, learn from the asset securitization and angel investment models of Ninghai Scenic Spot, promote social capital to participate in the construction of tourism projects, integrate all kinds of high-quality tourism resources, and accelerate the development of collectivization and integration. The third is to attract private capital. It is suggested to issue relevant implementation opinions, encourage and guide private capital to invest in tourism, introduce preferential policies to encourage private capital to invest in tourism, and guide more private capital to develop tourism industry. At the same time, in combination with the creation of a national civilized city, vigorously carry forward the "rural xian culture";

All tourist towns and villages actively carry out the work of sorting out the sages in their hometowns, and take homesickness and homesickness as the link to win the sincere support and feedback of the sages who went out to promote their concern and support for the construction of their hometowns through festivals, information exchange and social visits.

4. Highlight beautification and dress up the scenic environment. The investigation site has also formed a set of unique methods and experiences in improving rural human settlements. For example, Qingyang Village in XX Town [the birthplace of Shi Mao in the south of the Yangtze River and the ancestral home of Mao Zedong], through the way of "Party Building+",gives full play to the strength of the two committees of the village and party member, promotes village governance, improves the appearance of the village, and at the same time vigorously promotes family style and national accomplishment, so as to build a Shi Mao cultural village with "a thousand-year-old Qingyang celebrity, a scholarly family and a family heirloom". Dacheng Village, Chen Da Township, based on the village situation, explores the "Chen Da model" of village governance, which is guided by Party building and encouraged by culture, and implements the "Seven Ones" project of the General Party Branch to "sweep" a new world, a village song "sings" a good rural flavor, a network "weaves" a zero distance between the party and the masses, and a photo "takes photos" of becoming a monk and everything. Suggestions: First, we should further deepen the role of grass-roots party organizations as battle bastions. The Organization Department of the Municipal Party Committee should take the lead in establishing party building and building service brands in key tourist towns, and call on party members to voluntarily improve infrastructure such as roads damaged by disasters, carry out garbage cleaning in towns and villages, realize the normalization of "party building+rural tourism+voluntary activities" and contribute to rural tourism. Second, in combination with changing customs, the contents closely related to tourism development, such as environmental protection, civilization and honesty, will be incorporated into village rules and regulations, so that village rules and regulations will become the code of scenic spots, and a good atmosphere for global tourism development will be formed through the improvement of party style, rural style and folk customs. The third is to implement the financial transfer payment mechanism of township ecological compensation, fully mobilize the enthusiasm of towns and streets to protect the ecological environment, and maximize the efficiency of the use of financial funds.

5. Strengthen management and improve service quality. The constant standardization of tourism needs the joint efforts of the government, society, industry and other forces. Through investigation, we also feel that the daily supervision of tourism in various places has been fully organized, in step with each other and achieved fruitful results. Suggestions: First, improve policies and regulations. Actively learn from Yixian's mature practices in homestay management, and combine with the actual situation of our city, issue the local standard of "General Requirements and Classification of Homestay (Farmhouse)", and comprehensively standardize the order of the main business entities of Homestay (Farmhouse) from the aspects of access mechanism and daily supervision. The second is to explore comprehensive law enforcement. On the premise of sufficient personnel protection, explore the establishment of a comprehensive law enforcement bureau for tourism management, integrate the administrative execution of major functional departments such as cultural tourism, transportation, market supervision and public security in the city, realize "one department punishment, one team law enforcement and one official seal punishment", and comprehensively improve the comprehensive supervision ability of the tourism market. The third is to strengthen social supervision. With reference to Ninghai's "key township (street) tourism office", "grid tourism statistics team" and "tourism supervision system of industry associations", we should give full play to the supervision role of local townships and industry organizations, and supervise the catering, accommodation, entertainment and other project formats and employees in an all-weather and all-round way to achieve the purpose of standardizing service management.

6. Precision marketing, singing tourism brands. Today, since the media is highly developed, the means of tourism promotion and marketing are increasingly diversified, and each inspection point can be described as "each showing its magical power and creativity". Suggestions: First, deepen the city image design. By inviting a professional design team or collecting prizes, we will design a brand-new tourism image logo of our city, which will vividly integrate the images of Qinglong Bay, the "Sichuan-Tibet Line" and Cuizhu in southern Anhui, fully reflect the diversity and difference of tourism elements in our city, and achieve an unforgettable effect for tourists. The second is to carefully plan marketing activities. Led by Zhenjie, based on the local characteristics, the publicity and marketing activities are carefully packaged and planned, forming a tourist atmosphere of "festival every month and moderate off-season" in the city. At the same time, strengthen foreign cooperation and plan creative marketing. For example, Zhong Ding Group can seek cooperation opportunities with well-known automobile manufacturers such as XXJEEP, Chery, BYD and even Mercedes-Benz and Audi, and plan to shoot automobile advertisements with the theme of "green, leisure and enjoyment" in southern Anhui, thus forming a brand marketing bundling effect. The third is to strengthen self-media applications. Flexible use of new media channels such as Tik Tok, WeChat and Weibo, planning "Tik Tok Challenge" and "Excellent Raiders Award Competition" to guide tourists to participate in tourism marketing. At the same time, further optimize the guiding procedures of smart tourism, create more opportunities to interact with potential and real tourists, seek to establish emotional connection with customers, and truly plug in the wings of informationization for global tourism.