202 1 Wenzhou national cultural tourism consumption pilot city construction work plan released.

Wenzhou will accelerate the construction of an international leisure and holiday tourist city from five aspects: optimizing consumption scenes, enriching consumption supply, innovating business models, strengthening publicity and marketing, and optimizing consumption environment. Let's look forward to the culture and tourism of Wenzhou.

Wenzhou Municipal Government issued the Work Plan for Wenzhou to Build a National Pilot City for Cultural Tourism Consumption (hereinafter referred to as the Work Plan). Accelerate the construction of an international leisure and holiday tourist city, and help our city build a high-quality model for the development and construction of a common prosperity demonstration zone.

The work plan aims at building a regional consumption center city of cultural tourism, and strives to create a "cultural highland" and a "new consumption highland", promote the promotion of urban consumption level and cultural tourism consumption brand, and play a more prominent role in promoting industrial development and social economy, and strive to achieve a new leap from a "pilot city" to a "demonstration city". Achieve a steady growth in the scale of cultural tourism consumption, iteratively upgrade the cultural tourism consumption format, and significantly improve the cultural tourism consumption environment.

By 2023, the role of culture and tourism consumption in economic and social development will be further highlighted. The absolute number of overnight tourists in the city will reach about 30 million, the added value of tourism will exceed 70 billion yuan, accounting for more than 8.5% of GDP, and the per capita cultural and entertainment expenditure will account for more than 6% of consumption expenditure. Relying on digital transformation, we will build urban cultural tourism landmark clusters, cultivate new consumption, upgrade cultural tourism products and services, further optimize public services and consumption structure, and improve the market supervision system. The satisfaction of the masses and tourists will generally reach over 95%.

The work plan puts forward 19 specific measures from five aspects: optimizing consumption scenarios, enriching consumption supply, innovating business models, strengthening publicity and marketing, and optimizing consumption environment:

0 1. Optimize consumption scenarios, build cultural tourism consumption clusters, and build core cultural tourism consumption clusters.

With Yandang Mountain Scenic Area and Liu Bowen Hometown Scenic Area as the core, we will load the content of cultural tourism consumption, expand the consumption radiation, and build two core consumption gathering areas with tens of millions of cultural tourism flows. Relying on the commercial resources of the main city, through the construction of "building great beauty", especially "two lines and three pieces", we will lay out and cultivate new landmarks of cultural tourism consumption such as Park Road, Wuma Street, Zen Street and Nantang Cultural Tourism Zone, create five leading and exemplary Wenzhou "core cultural tourism consumption clusters", and promote the revival of "Millennium Ancient City".

Create a new scene of characteristic cultural tourism consumption

Counties (cities, districts) will build no less than/kloc-0 blocks with cultural tourism consumption characteristics in combination with regional superior resources, cultivate a number of cultural tourism consumption IPS with common prosperity characteristics, and promote the concentration of cultural tourism consumption characteristics and resources. Cultivate and select about 50 cultural tourism consumption demonstration bases (blocks, scenic spots and shopping malls) and characteristic cultural tourism consumption demonstration points (stores). Encourage counties (cities, districts) adjacent to the region and connected by transportation to complement each other in consumption, improve their influence and expand consumption.

02. Enrich the consumption supply, improve the quality of cultural tourism products, and anchor the leading of big projects.

Juli Construction Jiang Xinyu Reconstruction and Upgrading Project, East China Grand Canyon Radon Spring Tourism Resort, Cangnan 168 Gold Coast Tourism Industry Belt, Yongjia Nanxi? A number of major tourism projects with rich cultural connotations, such as Shang Yun Hot Spring Tourism Resort, Yongchang Ancient Town Cultural Tourism Development, wencheng county Tianhu Tourism Resort and Pingyang Ancient Aotou Production City, have comprehensively enhanced the recognition of cultural tourism consumption.

Improve the quality of tourism development

Support qualified counties (cities, districts) to strive for national-level global tourism demonstration zones, support Lucheng, Longwan, Ouhai, Yueqing and Ruian to strive for provincial-level global tourism demonstration zones, and coordinate the construction of leisure resorts in five mountain counties such as Yongjia. Explore the "horse racing" mechanism of 4A-level scenic spots and build 1-2 "future scenic spots" with obvious characteristics, rich formats and leading characteristics. Implement the five-year action plan of "micro-transformation and fine upgrading" of tourism, and complete the provincial pilot work in six pilot counties (districts) such as Dongtou, Yongjia, Wencheng, Pingyang, Cangnan and Taishun, and 13 single pilot units such as nanxi river Scenic Area and Taishun Langqiao Radon Spring Provincial Tourism Resort. With cultural empowerment, we will promote the project of "making thousands of villages, hundreds of towns and ten cities scenic", complete the construction tasks of 30 scenic towns and 150 scenic villages (3A-level 15) in batches, build more than 2 scenic towns, and create a number of demonstration 3A-level scenic villages.

Create characteristic products

Make overall plans to promote the construction of landscape poetry in Oujiang River, and join hands with Lishui to create a boutique tour route of landscape poetry. With the theme of "a thousand bowls in a hundred counties and a hundred bowls in Europe", we will vigorously develop the "food+tourism" products. Excavate, protect and gather Wenzhou time-honored brand resources, and build a number of cultural tourism commodity stores with Wenzhou characteristics. Design and launch a number of personalized and fashionable cultural tourism consumer goods with Wenzhou characteristics and launch "European" cultural tourism gifts.

Cultivate new growth points

Taking the 0/00th anniversary of the founding of the Party/KLOC-as an opportunity, the red resources such as the site of the first meeting of the CPC Zhejiang Province, the Pioneer Militia Company of Dongtou Memorial Hall and the former site of the 13th Army of the Chinese Workers and Peasants Red Army were deeply excavated, and the red classic tourism product of "Oujiang Tide Red Pilot" was launched. Take the football team and dragon boat race in the 2022 Hangzhou Asian Games as an opportunity to create and launch Asian Games-themed tourism products and develop a new format of "ice and snow sports+tourism". Give full play to the advantages of industrial clusters and major industrial enterprises and develop a number of high-quality industrial tourism projects. Actively introduce well-known e-sports teams, clubs and event organizations to settle in Wenzhou, and develop "e-sports+tourism" featured products.

Promote the digital reform of cultural tourism

Connect the cultural tourism consumption service to the "urban brain", establish and improve the big data monitoring system for cultural tourism consumption operation, and improve the refined level of cultural tourism consumption management and service. Accelerate the intelligent upgrading of public cultural tourist sites and consumer sites, and improve the 5G coverage rate. Encourage cultural tourism enterprises and businesses to explore new modes of online creation, online experience, online communication and online consumption, introduce and develop 2-3 items of immersive cultural tourism consumption content based on digital technology, and promote a number of new scenes of digital cultural tourism consumption.

Expand the consumption of festival activities

Promote the introduction of high-end art resources at home and abroad, improve the quality of activities, and encourage well-known art festivals, music festivals and sports events at home and abroad to settle in Wenzhou. Expand and strengthen brand activities such as Wenzhou International Fashion and Cultural Industry Expo, nanxi river Cultural Tourism Festival, Wenzhou Intangible Cultural Heritage Shopping Festival, Love Wenzhou September 20 Self-driving Tour, Blue Lantern Market, support counties (cities, districts) to hold brand performing arts activities such as nanxi river Music Festival, and build a world-class cultural tourism consumption festival into a perennial venue and hot gathering place. Make use of the World Summit of Young Scientists, the World Wenzhou People's Congress and other major urban activities to promote the development of cultural tourism products, enter venues and stadiums, and strive to transform exhibitors, spectators and competitors into cultural tourism consumers, so as to maximize the spillover effect of cultural tourism consumption in major urban activities.

03. Innovate the business model, build a cultural tourism product system with Wenzhou characteristics, and increase the consumption of cultural tourism at night.

Cultivate and develop the "moonlight economy", improve the international popularity of landmark night scenes such as Oujiang Light and Shadow Wharf, Impression Nantang and Jiang Xinyu Light Show, create a number of popular cultural food squares with Wenzhou characteristics such as "Riverside Food Stalls", encourage qualified tourist attractions to carry out night tours, and further enhance a series of night boutique cultural tourism products such as "Oujiang Night Tour" and "Tanghe Night Painting". Encourage museums, libraries, exhibition halls and other public cultural service places to extend their opening hours, and encourage city study rooms to open 24 hours a day. Strive for 1 national night cultural tourism consumption gathering area and 3 provincial night gathering areas.

Enhance the brand of "Qiaojiale" B&B.

Give full play to the unique advantages of Wenzhou as a national key hometown of overseas Chinese, build a brand B&B with Wenzhou recognition, develop overseas Chinese music sub-brand series such as Haisu and Jiashe, actively expand the format of "country+overseas Chinese culture+tourism +B&B", and make B&B a micro-destination for tourism. Accelerate the cultural implantation and theme creation of accommodation facilities, and launch a number of non-legacy characteristic hotel (homestays) to improve the service quality and artistic taste of hotel catering reception facilities as a whole.

Promote the integration of cultural heritage and fashion consumption.

Implement the "cultural gene decoding" project, and through decoding about 260 most representative cultural elements, empower the development of the cultural tourism industry and create a new format of cultural tourism recognized by Wenzhou. We will develop a number of "National Tide Flash" fashion and creative tourism consumption products, and build a new platform for normalization linkage with scenic spots, high-star hotels and homestays. Support a number of new scenes of experiential and immersive cultural tourism consumption, and enlarge and strengthen brand new scenes such as "nanxi river Country Music Mandu", "Shangen Music Art Village" and "Definitely Go".

Expand incremental consumption in public places

Promote the construction of a high-quality cultural tourism consumption space carrier resource matrix with Wenzhou Grand Theatre, Southeast Theater, museums, public libraries, chain bookstores and other core cultural consumption outlets as the main body, embed cultural tourism consumption space and functions, and integrate services such as art exhibitions, book reading, cultural salons and light food catering to enhance the carrying capacity of cultural tourism consumption, as well as supporting facilities and service functions. A number of well-known "private museum cultural and creative markets" have been launched.

04. Strengthen publicity and marketing, expand the brand influence of cultural tourism consumption, and shape the core brand image.

Excavate Wenzhou's unique urban endowment and characteristics, and build "Ten Scenes of Industrial Tourism", "Ten Lines of Night Tour", "Ten Blocks of Cultural Creation", "Ten Bases of Research", "Ten Boutiques of Homestay", "Ten Alleys of Food", "Ten Scenes of Ouyue Cultural Tourism", "Ten Agglomerations of Villages" and "Cities" around the themes of history, landscape, commerce, festivals and food.

Carry out diversified publicity and marketing

Strengthen cooperation with the head "OTA" platform, use big data to strengthen the analysis of tourists' consumption source areas, provide more diversified innovative products in a targeted manner, realize precise marketing, promote cooperation with e-commerce platforms, new media platforms and online celebrities, and organize various new marketing promotion activities such as live broadcast with goods. Increase the intensity of "travel agencies to attract foreign tourists". Support the creation of excellent literary and artistic products with Wenzhou as the background, give play to the role of film and 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 the "Yangtze River Delta Wenzhou Tourism Cooperation Purchasing Conference" to promote the mutual recognition and interoperability of the third generation social security cards in the field of cultural tourism in the Yangtze River Delta region, promote the Yangtze River Delta Pass cultural tourism consumption card project, and introduce more tourists from regional key cities. Launched a series of tourism product lines of "Traveling to Wenzhou with Traffic". Actively build consumption projects in Zhejiang, Anhui, Fujian and Jiangxi National Eco-tourism Cooperation Zone.

05. Optimize the consumption environment, improve the satisfaction of cultural and tourism consumption, and build a general platform for cultural tourism consumption services.

Coordinate online and offline, integrate global resources, implement three-level linkage between cities, counties and enterprises, and build Wenzhou's smart travel brain. The "e-Tour Wenzhou" information service platform will become the main entrance of Wenzhou cultural tourism consumption service, providing tourists with one-stop digital closed-loop experience services such as information service, reservation, social security card, self-help tour, virtual experience, live cloud broadcast and evaluation sharing.

Improve inbound tourism services

We will improve foreign language traffic guidance on major roads into 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 airport, high-speed rail, bus, taxi, self-help car rental and self-driving, and improve the international service level of urban transportation. Make good use of Wenzhou people's international superior resources and rely on the strength of Wenzhou's hometown of overseas Chinese to attract the second and third generation of overseas Chinese to Wenzhou for tourism and consumption. Optimize mobile payment solutions for inbound tourists and improve the quality of overseas tourists' shopping experience.

Strengthen cultural tourism to benefit the people.

Organize a series of activities of "cultural tourism consumption benefiting the people season", and encourage measures to benefit the people, such as ticket reduction and exemption in scenic spots, free opening of scenic spots on weekends, preferential tickets for performances, bonus points, and high-speed toll reduction and exemption. Timely launch "travel vouchers", "living in thousands of villages and townships" and other promotional activities to encourage employees to take paid vacations. In principle, the city's primary and secondary school study tours, red education activities, staff rest and cadre training are given priority in the city.

Optimize the consumer market environment

Encourage enterprises and institutions around the scenic spot to assist in providing parking convenience during the tourist season. Strengthen market supervision, promote comprehensive administrative law enforcement in the cultural tourism market, establish and improve the handling mechanism of complaints and reports on cultural tourism consumption, and severely crack down on illegal activities in the cultural tourism market. Establish and improve the standard system of cultural tourism industry, strengthen the popularization and application of standards, and promote the standardization and standardization of cultural tourism industry management. Carry out the activity of establishing Wenzhou's "cultural tourism consumption demonstration merchants", deepen the implementation of the "quality service plan", and comprehensively promote the enterprise's honest operation, quality service and satisfactory consumption.