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Promote the all-round development of tourism culture industry

First, the basic situation of tourism development in China

After nearly 30 years of reform and opening-up, China's tourism industry has changed from a big country in tourism resources to a big country in the world. In 2006, the number of inbound tourists in China was 654.38+0.25 billion, including 499.65438+0 million overnight tourists, and the foreign exchange income of tourism reached 33.9 billion US dollars, ranking fourth in the world in inbound tourism reception. Domestic tourism was 65.438+0.39 billion person-times, and the market scale was among the highest in the world. There were 34.52 million outbound tourists, ranking first in Asia. Total tourism revenue reached 893.5 billion yuan, an increase of 16.3% over the previous year. There are more than 10,000 direct employees 10, and 49 million indirect employees. The World Tourism Organization predicts that by 20 15, China will become the world's largest inbound tourist receiving country and the fourth largest outbound tourist source country. By then, the number of inbound tourists will exceed 200 million. According to the tourism satellite account compiled by the National Bureau of Statistics and the National Tourism Administration, the added value of tourism accounted for 4.05% of the national GDP in 2004. Tourism has the characteristics of strong comprehensiveness and great relevance, and will play an important role in accelerating the development strategy of service industry. The CPC Central Committee and the State Council attach great importance to the development of tourism, and list it as an important industry of the national economy to be cultivated.

Second, tourism and cultural industries promote each other and prosper together.

Tourism is a social activity in which people leave home to seek novelty, knowledge and fun, while culture is accompanied by the whole process of tourism. Tourism can not only meet people's spiritual and material enjoyment needs, but also meet people's development needs. With the progress of human society, tourism has increasingly become an indispensable part of people's lives in modern society. As one of the fastest-growing emerging industries in the world, tourism is called "sunrise industry" because of its huge market demand and good development prospects, and has been highly valued by countries and regions all over the world.

Tourism industry and cultural industry are inseparable. Tourism and culture have never been separated since there were tourism activities. Culture is the soul of tourism, and tourism is an important carrier of culture; Tourism without culture has no charm, and culture without tourism lacks vitality. The advantages of tourism are reflected in the market, and the advantages of culture are reflected in the connotation. From the perspective of tourism, grasping culture will grasp the core value; From a cultural point of view, grasping tourism has seized a huge market. Tourism industry and cultural industry are integrated, complementary and prosperous together.

With the organic combination and continuous development of tourism and culture, a new form of tourism cultural performance came into being. In recent years, China's tourism cultural performance market has flourished, the performance scale has been steadily expanded, the performance level has been continuously improved, and capital and outstanding talents have been continuously gathered, forming a brand-new situation in which a hundred flowers blossom, showing a very good development prospect. According to incomplete statistics, in 2006, there were 153 performances of tourism culture in national key tourist cities and scenic spots, with an investment of more than one million yuan, capital investment of 65.438+79 billion yuan, professional and amateur cast members 1.76 million, audience of 65.438+67 billion, and performance income of 2.68 billion yuan. A number of outstanding works with grand scenes, exquisite production, exquisite performances and elegant styles have emerged, attracting tourists at home and abroad and winning wide acclaim.

Thirdly, the successful experience of tourism cultural performances gives us inspiration.

The success of tourism cultural performance is the crystallization of the integration of tourism industry and cultural industry, which provides us with many inspirations for further promoting the prosperity and development of tourism and culture:

First of all, the market is the key to create a successful tourism cultural product. In terms of geographical distribution, the more developed the tourism economy, the closer the combination of tourism and culture, and the more prosperous the tourism cultural performance market, such as Beijing, Shanghai, Hangzhou, Guangzhou, Shenzhen, Zhengzhou, Xi 'an, Chengdu, Kunming, Guilin and other cities. In terms of product characteristics, the more vivid and popular the interpretation of cultural and artistic connotation, the larger the audience and the easier it is to succeed. This is because, compared with urban residents, most tourists' demand for cultural products of a country or region often has the characteristics of nationality, diversity, characteristics and popularization. Seize this potential audience flow and seize a big market.

The second is to create successful tourism cultural products and cultivate excellent products. The so-called fine works refer to excellent and superior works. Excellent tourism cultural products are excellent cultural products with excellent production and exquisite performing arts, which can represent the local cultural and artistic level and are well received by tourists. Excellent tourism culture can not only improve the quality of tourist cities and enterprises, but also constitute a new tourist attraction. The Grand Ceremony of Zen Shaolin Music, launched in Henan Province, has been devoted to making this program into a fine art and a well-known cultural brand in Henan from the beginning of planning. After two years of careful design, production and marketing, it has opened the market and achieved success. Shanghai's Journey to Time and Space has concentrated the superior resources of three investors and carefully planned and arranged. So far, it has performed more than 700 consecutive performances, and some viewers even made a special trip to see this performance. This series of masterpieces includes lishui sands in Yunnan, Impression of Sister Liu in Guangxi and Legend of Song in Hangzhou. It is not only loved by local audiences, but also by tourists from all over the world. Not only domestic tourists can't put it down, but also foreign tourists are full of praise. Therefore, it has achieved good social repercussions and economic benefits.

Thirdly, uniqueness is the key to create a successful tourism cultural product. Because tourists have the desire and demand of "curiosity, knowledge and pleasure", it is difficult to attract them and form market competitiveness without characteristics. The typical experiences of the six organizations in this conference have their own characteristics. In addition, there are "Datang Music and Dance" in Xi 'an, Shaanxi Province, "loong Phoenix Dance" in Shenzhen Overseas Chinese Town, "Xingtan Shengmeng" in Qufu, Shandong Province, "Shanxi Merchants Ballad" in Taiyuan, Shanxi Province, "Erdos Wedding" in Inner Mongolia, "Acrobatic World" in Wuqiao, Hebei Province, Three Gorges Dam and "Shi Sheng Xiajiang" in Hubei Province. "National is the world's", in this sense, these works will definitely occupy the market with distinctive characteristics when they go to the world.

Fourth, to create a successful tourism cultural product, the institutional mechanism is the guarantee. In order to enter the market, tourism cultural products must have a set of management system and market operation mechanism that adapt to the characteristics of market economy. With a market-oriented system and mechanism, we can mobilize the enthusiasm of all parties, realize the optimal allocation of cultural performance resources, funds and human resources, improve the market competitiveness of tourism cultural products, transform resource advantages into industrial advantages and economic advantages, and achieve good economic and social benefits. For example, some dramas have invested as much as 1 100 million yuan in the early stage, some dramas use 400 to 500 actors every day, some dramas can recover tens of millions of yuan in the same year, and some dramas have been performed continuously for more than ten years and are still very popular in the market.

Fifth, to create successful tourism cultural products, reform and innovation are the driving force. The vitality of art lies in innovation. From the perspective of tourism, the vitality of tourism products also lies in innovation. China's long and rich historical culture and national cultural resources are inexhaustible. Music, dance, drama, folk art, acrobatics, circus, martial arts and other traditional culture and arts. Through the innovation of design concept, arrangement and combination, the adoption of high-tech performing arts means and the reform of management system and mechanism, it will glow with vitality and arouse enthusiastic response from the market. "Forest Code" is in Panyu, Guangdong Province. This program has a comprehensive investment of 300 million yuan, and more than 20 million yuan has been invested in light. Stage width 100 m, setting level 1 1. More than 300 Chinese and foreign cast members and more than 400 animals participated in the performance. Although the content of the performance is also common songs and dances, acrobatics, circus and so on. It is refreshing because of a lot of innovative means. Since its opening on June 5438+ 10, 2006, the average audience has exceeded 3,000, reaching 8,000 at the most.