A brief history of the development of Chengdu Cultural Tourism Development Group Co., Ltd.

In three years, Chengdu Cultural Tourism Group has developed rapidly. As of the end of April 2010, its total assets have increased from 100 million yuan to nearly 8 billion yuan, with 19 wholly-owned, holding and joint-stock subsidiaries. It has become Chengdu’s cultural tourism investment and financing platform, marketing platform and major cultural tourism project operation platform. Kuanzhai Alley, Chinese Museum Town, South Silk Road style ancient town, Xiling Snow Mountain...new business cards for Chengdu tourism are emerging one after another. The innovative idea of ??"big tourism drives big industry" has achieved remarkable results. Chengdu Culture and Tourism Group has An answer sheet that satisfies society was produced. Create a series of cultural and tourism projects: the post-disaster reconstruction of Xiling Snow Mountain and the upgrading of scenic area infrastructure and operating facilities projects are fully promoted; the third phase of the Giant Panda Ecological Park has been completed and delivered for use, and the preliminary preparations for the fourth phase of the project are being stepped up; a series of projects in Tianfu Ancient Town , the world-class Anren Museum Town, Pingle Ancient Town, and Xilai Ancient Town that were developed in advance are fully rolled out; the Sancha Lake project is advancing as planned; the Dujiangyan Longchi project and the West District project, and the Jinsha Art Theater tourist live theater and acrobatic theater projects are all stable Promote; speed up the implementation of the second phase project plan of the Kuanzhai Alley Historical and Cultural Reserve; the Shuijingfang Historical and Cultural Protection Block built in cooperation with Jinjiang District has been launched.

The formation of tour products, urban marketing has achieved initial results: the "Winter Warm Sun Chengdu Year" event was held to effectively integrate major scenic spots and important festivals in Chengdu and surrounding areas, stimulate cultural tourism consumption, and effectively enhance the city's image. ; The global issuance of Panda Cards has promoted the comprehensive recovery of Chengdu tourism; carried out online (Panda Hometown Network, Kuanzhai Alley Platform, Sichuan Information Network and other major online media in Sichuan) marketing, combined with Google global promotion and other novel ways to market Chengdu tourism; Panda brand awareness We will continue to improve and strive to build the Panda Hometown Network, cooperate with Disney to release "Panda's Way Home", broadcast the Chengdu city image promotional video globally, and continue to successfully hold Panda Festivals in Taiwan and Hong Kong.

Efficient operation of various assets, maintenance and appreciation of state-owned assets: the Kuanzhai Alley Historical and Cultural Reserve built by the Cultural Tourism Group has become an important scenic spot in Chengdu. As of the end of May 2009, it has received a total of 8.67 million tourists; Chengdu Lantern Festival Continuously achieved substantial growth in revenue and the number of people watching the lanterns; the "Chengdu Year" brand gradually matured; "Auspiciousness of Heaven and Earth" came out of Chengdu, and its theme song "Auspiciousness of Heaven and Earth" became the first complete program in Chengdu to be invited to participate in the Spring Festival Gala, and won the most audience in the country Favorite Show Award, has now embarked on a national tour.

“Chengdu Culture and Tourism”: a golden signboard for Chengdu tourism

Chengdu Kuanzhai Alley Historical and Cultural District was officially constructed in June 2008, one month after the Wenchuan Earthquake. The completion of the opening of the street to welcome tourists played a very positive role in restoring and enhancing Sichuan tourism confidence under the circumstances. Yin Jianhua, Secretary of the Party Committee and Chairman of Chengdu Cultural Tourism Group, said proudly: "The Kuanzhai Alley created by Chengdu Cultural Tourism has strong Bashu cultural characteristics, integrating culture and commerce, and has the image of 'old Chengdu negatives and new urban living room' Connotation." Yin Jianhua told reporters that when the Cultural Tourism Group was established in March 2007, it determined the development strategy of using creativity as the driving force and culture as the focus to create a high-quality tourism industry. When developing and constructing tourism projects, we always regard product research and development characterized by creativity as our core competitiveness. "In terms of product research and development, our focus is to dig deep into the connotation behind tourism resources. For example, in the development project of the ancient town, we did not just focus on the construction and restoration of its old buildings and streets. We also focused on the ancient town. The historical and cultural resources should be systematically sorted out, excavated, and protected, and then the corresponding business formats should be implanted. The first step in the process of combing and excavation is to find the "soul" of the ancient town, that is, to accurately position the ancient town. It has its distinctive cultural characteristics, and culture is the soul of regional development." On April 28, 2011, the first phase of the "Anren China Museum" town project was presented to the public for the first time, and the concept of "Century Anren Collection China" also followed the trend. roll out. Yin Jianhua said that in Anren Town, Dayi County, Chengdu, there are 27 mansions, large and small, including the Liu Manor Museum, which condenses the centuries-old history of the ancient town. Chengdu Culture and Tourism seizes this most important feature and allows people to experience the century-old history. Anren, experience a century-old China. On May 14, 2011, the Chinese Cultural Relics Society officially awarded Anren Town in Dayi the title of the country's first "Chinese Cultural Relics Protection Demonstration Town". This is another national title for Anren after being awarded the title of the only "Chinese Museum Town" in China by the Museum Society of China in December 2009. Peng Qingyun, former deputy director of the State Administration of Cultural Heritage and president of the Chinese Society of Cultural Relics; Xie Chensheng, former consultant to the State Administration of Cultural Heritage and honorary president of the Chinese Society of Cultural Relics; Zhu Xiaonan, deputy director of the Sichuan Provincial Cultural Relics Administration; Yan An, secretary of the Dayi County Party Committee; Secretary and County Magistrate Chen Lizhang, and Yin Jianhua, Secretary of the Party Committee and Chairman of Chengdu Cultural Tourism Group, attended the awarding ceremony.

By the end of 2011, its second phase project will be launched, including the Republic of China Style Street, etc., and supporting facilities such as trams will also be launched one after another. By 2014, there were hundreds of museums in the entire "Anren China Museum Town", and the old street mansions and new museums complement each other. In addition, within the 15 square kilometers of the entire project, supporting facilities will be provided in accordance with the standards of international excellent tourist towns, including accommodation, commerce, transportation, travel, etc. By then, it will bring tourists a world-class Chinese museum group.

"On the other hand, we also focus on brand promotion and implement the strategy of 'grasping resources with one hand and the market with the other'. We integrate and reserve a large number of high-quality resources while carrying out rich marketing activities. We position ourselves in the modern service industry, and its value In the final analysis, it comes down to the brand. What we call high-end industry and high-end industry are actually pursuing the two ends of the smile curve. One end is product research and development, and the other end is brand. This is the characteristic of our cultural tourism," said Yin Jianhua. After more than four years of hard work, the brand "Chengdu Cultural Tourism" has gradually become a business card of Chengdu cultural tourism.