Introduction to the Three Gorges International Tourism Festival

The first one was the Three Gorges International Tourism Festival in Hubei, China, held from September 30 to October 29, 2000; the second one was the Three Gorges International Tourism Festival in Yichang, China, held in 2001 September 23rd - October 7th. The theme of these two events is that the Three Gorges brought Yichang city and the world emerged as a hydropower city, and the keynote is that foreigners visit Yichang, Chinese people visit Yichang, and Yichang people visit Yichang. The third China Yichang Three Gorges International Tourism Festival was held from October 1 to 7, 2002, with the theme of Golden Three Gorges, Silver Dam, and Green Yichang, and it was based on the theme of a grand gathering for tourists and a festival for citizens. The 2003 World Tourism Day China Main Venue Celebration and the 4th China Yichang Three Gorges International Tourism Festival were held from September 26 to 28, 2002. The theme was tourism - the driving force for poverty eradication, employment expansion and social harmony; New Hubei ·New Three Gorges·New Yichang. From 2000 to 2009, the tenth Yichang Three Gorges International Tourism Festival carried the hope and blessings of Yichang people to enrich the people and strengthen the city. With the continuous enrichment and innovation of the form and content of the tourism festival, and the continuous improvement of people's participation, the Yichang Three Gorges International Tourism Festival has gradually become a national event that is expected by the people of the city, co-organized by the whole society, widely participated by citizens, and showcases the city's style. festival.

Since 2000-2009, the tourism festival has gradually grown from immaturity to maturity, and has explored a Yichang-specific festival idea of ??"government leadership, social participation, and enterprise follow-up". From single to diversified, from traditional projects to high-level and high-grade theme activities, from simple economic and trade activities to joint participation of the people, the tourism festival has grown with the continuous development of the city.

With the success of each tourism festival, the mass nature, breadth, appeal, appeal, and influence of this festival are also constantly increasing. In 2005, the Three Gorges International Tourism Festival was named one of the top ten festivals with the greatest development potential in China by the International Festival Association. In 2008, it was named the first "Festival China" Top Ten Award by the Chinese National Culture Promotion Association and the Council of Festivals China Association.

It takes ten years to sharpen a sword. As a traditional brand, the Tourism Festival has now become an important part of the process of promoting Yichang culture, promoting Yichang tourism, striving to create a world-famous hydropower tourism city, accelerating the construction of a core city in Western Hubei's ecological and cultural tourism circle, and promoting the rapid and coordinated economic and social development of Yichang. "The Tourism Festival has become a gold-plated business card of Yichang city, an open window and a bridge of friendship." Qu Peng, director of the Municipal Tourism Bureau, commented.

Enhance city brands and integrate them into the international stage

City branding is becoming an important driving force for urban development, with the concepts of Dalian "Romantic City" and Hangzhou "Leisure City" etc. and implementation, marking the emergence and formation of a number of branded cities with distinctive characteristics and strong comprehensive competitiveness. The tourism festival held in Yichang every year is a strategic move to focus on the grand goal of building a world-famous hydropower tourism city, let the world know more about Yichang, and accelerate Yichang to the world. It is also a road to create a city brand that is in line with its own characteristics.

The theme of the second Yichang Three Gorges International Tourism Festival is "Three Gorges lifts Yichang City, and the world rises as a hydropower city". It is proposed for the first time that the fundamental purpose of the festival is to build a city brand and increase Yichang's reputation at home and abroad. attention and influence.

The successful holding of the tourism festival has caused the news media to frequently focus on Yichang. The Tourism Festival Organizing Committee has held press conferences in Beijing, Hong Kong, Wuhan and other places for many times. People's Daily, Xinhua News Agency, CCTV, Economic Daily, China News Service, Hong Kong Commercial Daily, and European Times Mainstream news media and overseas news media have gathered in Yichang for interviews and reports. According to statistics, more than 3,500 articles were published during the ninth tourism festival, which effectively promoted the creation of the city brand of "Golden Three Gorges, Silver Dam, Green Yichang" and promotion. The reputation of "the capital of hydropower in the world and the heart of China's power", "the Three Gorges project makes Yichang City the world's rising hydropower city" and "the Three Gorges Project is in Yichang, and the beautiful scenery of high gorges and flat lakes" spreads all over the world.

In 2005, the Three Gorges International Tourism Festival was rated as one of the top ten festivals with the greatest potential for development in China by the International Festival Association. This marked the formal integration of the China Yichang Three Gorges International Tourism Festival into the world of festivals. It has built a The platform for Yichang to go global has pioneered the connection and cooperation between Yichang and the World Tourism Organization (WTO) and the International Festivals Association (IFEA).

World Tourism Organization officials visited Yichang twice in 2000 and 2003 to attend the opening ceremony of the Tourism Festival. Mr. Steven, President and CEO of the International Festivals Association, has sent congratulatory messages to many tourism festivals. Mr. Zhang Nuan, Vice President of the Asia Region of the International Festivals Association, has also visited Yichang many times for inspections

The Tourism Festival has become the world’s understanding of Yichang window. The tourism festival brings people of different colors together in Yichang and spreads the beautiful scenery of the Three Gorges to all five continents.

The fifth Tourism Festival has more than thousands of foreign guests from 18 different countries and regions participating in the opening ceremony of the Happy Parade and the World Linba Urban Development Forum. It is the largest number of foreign guests in the previous Tourism Festival; the seventh Tourism Festival has 650 people and foreign guests from 50 countries participated in the opening ceremony of the Happy Parade, which was the largest number of overseas performers and participating countries in any tourism festival; the 6th Tourism Festival Economic and Trade Fair attracted overseas visitors from 17 countries and regions including the United States. Merchants participated...

Accelerate industrial development and drive the economic engine

Yichang is a well-known tourist destination. Its tourism resources integrate natural scenery, historical relics, modern engineering, and national culture, and contain rich cultural heritage. Very rich. How to turn resource advantages into development advantages? Qu Peng, director of the Municipal Tourism Bureau, believes that the tourism festival is a carrier for the integration of tourism resources and industrial factors, an opportunity to improve the quality of the team and service quality, and a driving force for the comprehensive development of the tourism industry.

The holding of the tourism festival has accelerated the pace of Yichang's construction of a Three Gorges tourist destination city. At present, the city has 49 important scenic spots (spots) open to the outside world, including 1 5A level, 10 4A level, 13 3A level, and 5 national industrial and agricultural tourism demonstration sites; the Three Gorges Essence Tour in Gaoxia Pinghu and the Ring Dam The seven Yichang Three Gorges tourism Shinkansen, including the Shuangshen Tour, the Two Dams and One Gorge Tour, the Qingjiang Customs Tour, the Three Kingdoms Relics Tour, the Quyuan Zhaojun Shennong Tour, and the Yichang City Tour, have formed a variety of tourism products including ecology, sightseeing, vacation, and business tourism. .

The Tourism Festival further integrates the six elements of tourism, improves the quality of the industry, and expands the scale of the industry. The city currently has 64 star-rated hotels, including 10 four-star hotels; 114 travel agencies; and 267,000 employees in the city's tourism industry. There are 14 foreign-related star-rated cruise ships and more than 400 luxury tourist vehicles registered in Yiyi.

In 2000, 2001, and 2002, the city's reception of overseas tourists and foreign exchange earnings from tourism maintained a rapid growth of 80% for three consecutive years, which was 6 times and 2 times the national and provincial average rates. In 2008, the city received 9.9225 million tourists from home and abroad, with total tourism revenue of 6.5 billion yuan, equivalent to 6.3% of the city's GDP. The number of overseas tourists received continued to rank eighth among prefecture-level tourist cities according to the National Tourism Administration. .

With the development of the market economy, the tourism festival is no longer a simple festival, but has become more and more commercialized, and its relationship with economy and trade has reached the point where it is in harmony with each other. Tourism festivals have become a "carriage" that drives Yichang's economy.

The Yichang Municipal Party Committee and Municipal Government have cultivated tourism as a pillar industry and power industry, put forward the goal of creating a world-famous hydropower tourism city, and actively supported the development of the tourism industry and the organization of festivals. In the past 9 years, only tourism has It directly invested 40 million yuan in the festival. The Tourism Festival brings the flow of people, logistics, information and capital to Yichang, and brings huge business opportunities. The 9th Tourism Festival Investment Fair signed 313 investment projects with a total investment of 42.6 billion yuan and direct tourism revenue of 1.88 billion yuan.

Strengthen regional linkage and promote barrier-free access within the circle

The "Western Hubei Ecological and Cultural Tourism Circle" is a major strategic decision made by the Hubei Provincial Party Committee and the Provincial Government. Looking at this "circle", Yichang's 3A-level and above scenic spots account for 44.2%, tourist reception accounts for 23.4%, total tourism revenue accounts for 32.2%, and certified tour guides account for nearly half of the province.

To this end, Yichang City has carried out scientific development positioning: seizing the opportunity to build an ecological and cultural tourism circle in Western Hubei, relying closely on the core brand of Three Gorges Tourism, and accelerating the construction of Yichang into the core of the ecological and cultural tourism circle in Western Hubei The city will be built into a leader in tourism in the Three Gorges.

Yichang takes advantage of the opportunity and platform of hosting the tourism festival to proactively strengthen cooperation and integration with other cities and actively promote barrier-free within the circle. For the fifth Tourism Festival, Yichang and Beijing jointly invited overseas style performance groups; various places along the Three Gorges of the Yangtze River actively participated in tourism festival-related activities, and the Three Gorges card was played; the governments and tourism bureaus of Yichang City and Shennongjia respectively signed A regional tourism economic cooperation agreement was reached; member units of the Yangtze Three Gorges Regional Tourism Development Association formed the "Yichang *** Consciousness", and the Three Gorges regional tourism integration process was further accelerated.

In 2008, seven cities including Yichang, Shiyan, Xiangfan, Jingzhou, Jingmen, Enshi and Shennongjia signed the "Hubei One River, Two Mountains and Three Countries Tourism Cooperation Agreement", realizing the docking of tourism enterprises and products in the region , market docking and festival docking, creating a good environment for tourism development and festival activities. In 2009, we participated in the 21st Tourism City Cooperation Conference in Hohhot City and signed a "Tourism Cooperation Agreement" with Hohhot City. The Three Gorges and the prairie complement each other's advantages, and the cooperation between the hydropower capital and China's milk capital is a win-win.

The tourism festival has become a bridge and link for city cooperation within the Western Hubei circle, and has also become a booster for Yichang to build a core city in the Western Hubei ecological and cultural tourism circle.

At the upcoming 10th Tourism Festival, the Western Hubei Circle Tourism Development Cooperation Conference will also be held in Yichang. By then, 8 regions in western Hubei will implement business tourism development plans, provide a better platform for Yichang to build a core city in the western Hubei ecological and cultural tourism circle, and further promote the mutual sharing of resources, policy reciprocity, information exchange, and transportation interconnection in the circle. , mutual transportation of customers and mutual promotion of routes can not only better integrate similar resources, but also better highlight the characteristics of each place, make up for the shortcomings and shortcomings of each place, and maximize the resource advantages.

The wonderful China Yichang Three Gorges International Tourism Festival. The China Yichang Three Gorges International Tourism Festival started in 2000 and is held in the beautiful Yichang in late September every year. In 2005, China Yichang Three Gorges International Tourism Festival was rated as one of the top ten festivals with the greatest potential for development in China by the International Festivals Association (IFEA). In 2008, it was rated as the first "Festival" by the Chinese National Culture Promotion Association and the Council of Festivals China Association. "China" Top Ten Award. The China Yichang Three Gorges International Tourism Festival is hosted by the National Tourism Administration and the People's Government of Hubei Province, and organized by China Three Gorges Engineering Development Corporation, the Hubei Provincial Tourism Administration and the Yichang Municipal People's Government.

The themes of the tourism festival are "Golden Three Gorges, Silver Dam, Green Yichang", "New Three Gorges, New Image, New Tourism" and "Beautiful Chutianshu, Romantic Hubei Tour"; the festival emblem is Yichang Three Gorges The tourism logo and mascot is the Chinese sturgeon (Xunxun); the keynote of the event is a grand gathering for tourists and a festival for citizens; the overall requirements are to be grand, enthusiastic, safe, complete and unique, high-level and efficient; the principles for organizing festivals It is the "four highlights": highlighting the promotion of Yichang Three Gorges city brand, highlighting the optimization of the urban environment, highlighting the cultural color of festivals, and highlighting the market-oriented mode of hosting festivals. The significance of the tourism festival: a grand gathering for tourists and a festival for citizens. The China Yichang Three Gorges International Tourism Festival has been held for eight consecutive years, and each tourism festival has distinctive characteristics. The first Tourism Festival built a bridge of contact and cooperation between Chongqing Tourism Distribution Center and the World Tourism Organization. Boris Tedikiri, the Secretary-General Representative of the World Tourism Organization, came to attend the festival. He believed that "the Three Gorges International Tourism Festival is a success." Very good, all the organized activities are almost perfect, the Three Gorges International Tourism Festival has been held at a world-class level and will be unforgettable forever." For the first time, the second tourism festival combined the opening ceremony of the tourism festival with a large-scale concert, and implemented market operations to ensure the complete success of the opening ceremony and large-scale concert, allowing the general public to see the stars of Hong Kong, Taiwan, and mainland China at their doorstep.

The third Tourism Festival proposed for the first time the new image of urban tourism of "Golden Three Gorges, Silver Dam, Green Yichang", and further demonstrated the new image of urban tourism through the festival. The 2003 World Tourism Day China Main Venue Celebration and the 4th China Yichang Three Gorges International Tourism Festival were held in Yichang City in 2003. September 27, 2003 is the 24th World Tourism Day in the world and also the 20th anniversary of China becoming a member of the World Tourism Organization. This festival is an unprecedented event held after the Three Gorges Dam successfully achieved the three goals of water storage, navigation and power generation, and the high gorge flat lake appeared. The opening ceremony was held in front of the Three Gorges Dam, in the middle of the new Three Gorges, and under Huangniu Rock, with the high gorge With Pinghu as the platform and the Three Gorges Dam as the background, the environmental installations are novel, warm, atmospheric and dynamic. This festival will present an open Yichang and a continuously developing Yichang to the world. The fifth Tourism Festival implemented the capital-Yichang regional cooperation for the first time. The "Beijing International Tourism Culture Festival" and the "China Yichang Three Gorges International Tourism Festival" interacted, and overseas custom performance groups were invited to participate in festivals in both places. 18 foreign-style performance groups of different styles were presented to the public for the first time at home, which was an eye-opener for Chinese and foreign tourists and Yichang residents. Steven, President and CEO of the International Festival Association, sent a congratulatory message to the 6th Tourism Festival, marking the first time that China Yichang Three Gorges International Tourism Festival has been integrated with international festivals. At the same time, overseas style performance groups continue to take to the streets of Yichang, Walking into the Yichang scenic spots, Yichang brings rich exotic customs, and the Happy Parade has become the expectation of Yichang citizens every year; the 7th Tourism Festival has created two bests: first, the number of overseas tourists, performance teams, floats, and cast and crew The scale is the largest among all previous tourism festivals. The opening ceremony and happy parade*** has 50 phalanxes, 16 floats, and more than 3,600 people, including 650 overseas custom performers from 55 countries, foreign ethnic custom performance groups and tourist floats from 4 provinces and cities, and Three Gorges style performance groups and tourist floats participated by counties, cities, municipal departments and enterprises. Secondly, the number and types of fireworks at the fireworks show are the highest among all previous tourism festivals. A total of 21,000 fireworks were set off during the fireworks show, and the number of high- and high-altitude fireworks increased to nearly 10,000. The 8th Tourism Festival highlighted the Olympic theme of "Olympic Games in Beijing, Tourism to Yichang". During the happy parade at the opening ceremony, under the guidance of the Olympic Games flag and the Tourism Festival flag, the Olympic Fuwa and Tourism Festival mascots looked for each other to join hands. In parallel, the colorful fan dance of 200 people showed the Olympic rings and the "2008" shape, and the flower drum dance, waist drum dance, Bashan dance, aerobics, and Wudang Kungfu performances showed Yichang's national fitness style. Leaders of the Beijing Olympic Organizing Committee were invited to attend the opening ceremony. Many overseas style performance groups came from the Olympic host cities, demonstrating the festival concept of interaction between Yichang and Beijing and tourism and Olympics.

Enhancing the city’s brand and integrating into the international stage

The Tourism Festival has become a golden business card of Yichang City, an open window and a bridge of friendship, accelerating the improvement of Yichang City’s brand and promoting Yichang integrates into the international stage. The tourism festival has caused news media to frequently focus on Yichang. The Tourism Festival Organizing Committee has held multiple press conferences in Beijing, Hong Kong, Wuhan and other places, including People's Daily, Xinhua News Agency, China News Service, CCTV, China People's Broadcasting Station, Economic Daily, Guangming Daily, Hong Kong Commercial Daily, and European Times Mainstream media at home and abroad gathered in Yichang for interviews and reports, and more than 3,000 articles were published during the eighth tourism festival.

The World Dam City Forum, China Yichang Three Gorges Tourism Wealth Forum, China Netizen Tourism Festival New Three Gorges Ten Scenery Selection, China Netizen Tourism Festival Yichang Three Gorges Tourism National Network Puzzle Competition, Event Tourism and Destination Construction Management International Forum, Activities such as the Festival Innovation and Tourism Development Forum are extremely influential, promoting the creation and promotion of the city brand of "Golden Three Gorges, Silver Dam, Green Yichang", "World Hydropower Capital, China's Powerful Heart", "Three Gorges Wins Yichang City" In Yichang, the reputation of "the world's rising hydropower city" and "the Three Gorges Project, with high gorges and flat lakes and good scenery" spread all over the world. The Tourism Festival has built a platform for Yichang to go global. Festival activities pioneered the contact and cooperation between Yichang and the World Tourism Organization (WTO) and the International Festivals Association (IFEA). Officials from the World Tourism Organization visited Yichang twice in 2000 and 2003 to attend the opening ceremony of the Tourism Festival. Mr. Steven, President and CEO of the International Festivals Association, sent a congratulatory message for the sixth Tourism Festival. Mr. Zhang Nuan, Vice President of Asia Region of the International Festival Association, visited Yichang for inspection. The Tourism Festival has become a window for the world to understand Yichang. The tourism festival brings people of different colors together in Yichang and spreads the beautiful scenery of the Three Gorges to all five continents. The fifth Tourism Festival had more than thousands of foreign guests from 18 different countries and regions participating in the opening ceremony of the Happy Parade and the World Linba Urban Development Forum. It was the largest number of foreign guests in the previous Tourism Festival; the seventh Tourism Festival 650 people and foreign guests from 50 countries participated in the opening ceremony of the Happy Parade, which was the largest number of overseas performers and participating countries in any previous tourism festival; the 6th Tourism Festival Economic and Trade Fair attracted overseas guests from 17 countries and regions including the United States. Merchants participated. Representatives of the World Tourism Organization and the International Festivals Association, dignitaries, important merchants, experts, scholars, Chinese businessmen, and overseas style performers from more than 40 countries gathered in Yichang. The Tourism Festival allowed the world to understand Yichang and allowed Yichang to go global.

Promote economic development and enrich citizens’ lives

Yichang Municipal Party Committee and Municipal Government cultivate tourism as a pillar industry and power industry, and propose the creation of the Three Gorges International Tourism Destination City and World Hydropower Tourism The goal of the famous city is to actively support the development of the tourism industry and the organization of festivals. Over the past eight years, more than 37 million yuan has been directly invested in the tourism festival alone. The tourism festival brings the flow of people, logistics, information and capital to Yichang, and brings huge business opportunities. The Eighth Tourism Festival Investment Fair signed 283 investment projects with a total investment of 32.4 billion yuan and direct tourism revenue of 1.64 billion yuan. The tourism festival adopts a market-oriented operation method to raise funds. Through naming, auctioning advertising rights, designated products, joint activities, etc., it has attracted the Yangtze Three Gorges Tourism Development Company, Three Gorges Huanba Tourism Group, Gezhouba Group, Junyao Group, Daohuaxiang Group, Taijiang Real Estate Company, Huidian Investment Company, Yidu Dongguangguang Company and other large groups have joined in as sponsors. The tourism festival promotes the development of tertiary industries such as transportation, commercial retail, social catering, entertainment and leisure. The Tourism Festival is a grand event for tourists and a festival for citizens. The 8th Tourism Festival held nearly 100 activities including the opening ceremony of the Happy Parade, fireworks show, Three Gorges Food Festival, Three Gorges Stone Exhibition, calligraphy, art, and photography exhibitions, and square theatrical performances. All festival activities are open to the public. The Tourism Festival improves citizens’ taste in life and enriches their cultural life.

Beautify the urban environment and promote the successful holding of each Three-City Joint Tourism Festival is a major review and promotion of Yichang's urban construction and management level, citizens' civilized quality, and urban environmental sanitation. From the eight consecutive tourism festivals held by Yichang City to the "Three Cities Joint Creation" work in recent years, Yichang City has successively implemented urban green space construction and the "Big Trees into the City" project, the "Green, Clean, Bright and Smooth" project, and the night lighting project , sewage treatment project, riverside avenue extension project, urban main road blackening and reconstruction project, commercial pedestrian street project, urban commercial and leisure area construction project, streets and alleys, farmer's market, "Seven Small Stores", environmental sanitation improvement at the urban-rural interface Project, citizen civilized quality education project, "clear water and blue sky" environmental protection and other series of projects, Yichang's urban construction and environmental sanitation have been significantly improved, social civilization and the quality of citizens have been significantly improved, the tourism festival has promoted the in-depth development of the "Three Cities Joint Creation", and the "Three Cities" Lianchuang" adds color to the tourism festival.

Create a good environment to accelerate tourism development

The tourism festival is a carrier for the integration of tourism resources and industrial factors, an opportunity to improve the quality of the team and service quality, and a way to promote the comprehensive and rapid development of the tourism industry. power.

Promoting the construction of tourist destinations

Yichang is a well-known tourist resort with rich tourism resources integrating natural scenery, historical relics, modern engineering and national culture. The holding of the Tourism Festival has accelerated the pace of Yichang's construction of the Three Gorges International Tourism Destination City. Currently, the city has 49 important scenic spots (spots) open to the outside world, including 1 national 5A-level scenic spot, 9 4A-level scenic spots, 13 3A-level scenic spots, and 5 national industrial and agricultural tourism demonstration sites. The city has launched seven Yichang Three Gorges tourism new trunks, including the Gaoxia Pinghu Three Gorges Essence Tour, the Huanba Shuangshen Tour, the Two Dams and One Gorge Tour, the Qingjiang Customs Tour, the Three Kingdoms Relics Tour, the Quyuan Zhaojun Shennong Tour, and the Yichang City Tour, forming an ecological tourism , sightseeing tourism, vacation tourism, business tourism and other rich and colorful tourism specialty products, laying a solid foundation for the creation of the Three Gorges International Tourism Destination City.

Accelerating the development of the tourism industry

The tourism festival further integrates the six elements of tourism (food, accommodation, transportation, travel, shopping, entertainment), improves the quality of the industry, and expands the scale of the industry . The city currently has 65 star-rated hotels, including 10 four-star hotels and 29 three-star hotels; 114 travel agencies, including 11 international travel agencies; 14 star-rated cruise ships and more than 400 luxury tourist vehicles; and 2,090 registered tour guides; There are 267,000 tourism employees. In 2000, 2001, and 2002, the city's reception of overseas tourists and foreign exchange earnings from tourism maintained a rapid growth of 80% for three consecutive years, which was 6 times and 2 times the national and provincial average rates. During the "Tenth Five-Year Plan" period, the city received 1.078 million inbound tourists, an increase of 1.14 times compared with the "Ninth Five-Year Plan" period, and earned US$222 million in foreign exchange, an increase of 1.27 times. It received 37.04 million domestic tourists, an increase of 71%, and domestic tourism revenue was 21.73 billion yuan, an increase of 65%. Total tourism revenue was 23.57 billion yuan, an increase of 69%. The main tourism economic indicators in Hubei Province are second only to Wuhan City, ranking first among all cities and states in the province. In 2007, the city received 10.341 million domestic and foreign tourists and achieved a total tourism revenue of 7.233 billion yuan; of which, it received 340,500 overseas tourists and earned US$63.154 million in foreign exchange. Total tourism revenue is equivalent to 8.8% of GDP, and the number of overseas tourists received continues to rank 8th among prefecture-level tourist cities according to the National Tourism Administration.

Expanded the tourist source market

In conjunction with the Tourism Festival, Yichang continued to promote the city's tourism image on CCTV; organized Yichang tours for the top 100 travel agencies in the country for many times; Yichang Three Gorges Tourism Float four times The trip to East China, North China, Northwest China, and South China covered nearly 30,000 kilometers, and visited 32 cities in 15 provinces (municipalities); it also went to Hong Kong, Europe, and the United States for promotions and to develop international customer markets. The festival has received positive response from the market. In 2006, more than 10 countries had a year-on-year increase in tourist source countries. European and American tourists are the main overseas tourist sources, and the Hong Kong, Macao and Taiwan markets are growing rapidly. In the domestic tourist source market, there are tourists from 20 provinces and municipalities. To achieve growth, North China and East China markets have become the main source of customers. The seven tourism festivals directly attracted nearly 5.3 million tourists. Chinese and foreign tourists came to Yichang to visit the Three Gorges and experience the festival.

Create a good tourism environment

First, a large tourism development pattern has been formed. In accordance with the requirements of "government leadership, department cooperation, business entities, and social participation", the city took the tourism festival as an opportunity to mobilize the city's efforts to organize a large-scale tourism festival and a large tourism festival, and initially formed a big tourism, big market, and big industry , the pattern of great development. The second is to optimize the tourism market order. Around the festival activities, the tourism, public security, industry and commerce, transportation, health, price, technical supervision and other departments jointly carried out special rectification work on the tourism market, governed tourism in accordance with the law, created a good tourism development environment, and promoted the city's tourism industry to operate with integrity and provide high-quality services. The quality and level of tourism employees have been improved, and the satisfaction rate of tourists coming to Yiyi has continued to increase. Third, regional tourism cooperation has been strengthened. The Tourism Festival is a bridge and link for regional tourism cooperation. For the fifth Tourism Festival, Yichang and Beijing jointly invited overseas style performance groups; various places along the Three Gorges of the Yangtze River actively participated in tourism festival-related activities, playing the Three Gorges card. The governments and tourism bureaus of Yichang City and Shennongjia signed regional tourism economic cooperation agreements respectively; member units of the Yangtze Three Gorges Regional Tourism Development Association formed the "Yichang *** Consciousness", and the Three Gorges regional tourism integration process was further accelerated.

In 2008, seven cities including Yichang, Shiyan, Xiangfan, Jingzhou, Jingmen, Enshi, and Shennongjia signed the "Hubei One River, Two Mountains and Three Countries Tourism Cooperation Agreement", launched ten "Hubei 123 Tourism" quality routes, and actively supported and participated in their successful implementation. China Yichang Three Gorges International Tourism Festival has realized the docking of tourism enterprises, products, markets and festivals in the region, creating a good environment for tourism development and festival activities