Thoughts and suggestions on the development of tourism in our city

From October 15th to 18th, the Municipal Party Committee Office and the Municipal Government Office organized an inspection team to Ninghai County, Jiangshan City, Zhejiang Province, and Yixian County, Anhui Province to inspect and learn related experiences in the development of all-region tourism. They visited Ninghai County in advance. Tongzhen, Qingyang Village, XX Town, Jiangshan City, Dachen Village, Dachen Township, Hongcun, and Tachuan Village, Yixian County, the prosperous and unique global tourism development trends in each place have not only broadened everyone's horizons, but also added pressure. The study and inspection situation is now reported as follows.

1. Impressions and feelings

1. Distinctive features and accurate positioning. The positioning of tourist destinations is considered to be the most important link in developing all-region tourism and the basic means to carry out differentiated competition in the market. Ninghai, Jiangshan and Yixian have all effectively opened up the market through distinctive and highly identifiable tourism positioning, achieving a point-to-point publicity effect. For example, Ninghai County uses "Quiet City Ninghai" as its brand positioning to spread Ninghai's tourism image of tranquility as its beauty, and gave birth to Ninghai's global tourism brand image "Ningbao" with "quiet" as the keynote and "cute" as the style. Through IP-based online marketing, Ninghai has received widespread attention in the tourism market. Jiangshan City's Republic of China agent culture represented by "Qingyang Mao Culture" and "Three Mao and One Dai" both constitute the two major characteristics of Jiangshan tourism. Its brand slogan of "Millennium Ancient Road·Splendid Jiangshan" not only highlights It contains profound history and culture, and skillfully covers Xianxia Pass, Jianglang Mountain and other scenic spots, making it unforgettable for tourists. Yixian County relies on "Hui culture" and takes "ancient buildings + B&B" as the core to create a "countryside in Chinese paintings" and cultivate internationally renowned tourist attractions represented by Xidi and Hongcun.

2. Excellent layout of connecting dots into a piece. The development of all-region tourism is by no means about lighting fires in every village and smoking in every household, but rather a combination of key points and mutual promotion and mutual assistance. During this inspection, the inspection team was particularly impressed by the panoramic, full coverage, and all-round tourism planning layout in various places. For example, Ninghai County proposed the "Great Scenic Area" strategy as early as 2011, including the County Tourism Committee as a standing department of the county's "Multi-plan Integration" joint meeting, strengthening the pre-tourism function, and proposed the implementation of the "Hundred Villages, Thousands of Stays and Tens of Views" project , planning a "one ring and eight lines" scenic line construction system that connects various towns and streets, and organically "connects" boutique villages, demonstration villages, central villages, etc. along the line to form a three-dimensional construction network covering counties, towns, villages, and households. On the basis of "multiple plans integrated into one", Jiangshan City has scientifically planned the 2019 square kilometers of the city as a complete tourist destination, carefully decorated the two large gardens of the countryside and the city, and concentrated resources to create the World Heritage Jianglang Style Line and colorful security guards. There are 6 exquisite routes including the style line, the ancient town health charm line, the happy rural scenery line, the village song culture and customs line, and the drunken Wanyao popular line, forming the "tracing of ancient roads, the most south of the Yangtze River, world heritage Jianglang, photovoltaic town, colorful security, "Ancient Town Health Care" 6 major landscape areas. Yixian County integrates all-region tourism into all areas 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 to enrich the people, and integrates Huizhou style and Huizhou charm, famous people and famous residences , XX ancient towns and villages, famous mountains and waters and other "multi-point" tourism resources are connected in series to implement differentiated creation of scenic spots and form a spatial panoramic systematic tourism. It has been successfully created in key urban areas, key tourism sectors, rural tourism clusters, and A-level scenic villages. More than 3,000 landscape sketches with unique styles and integrated into the environment have been created to achieve "beauty on point, beauty on block, beauty online, and beauty in the whole area".

3. Convenient and enjoyable package. Whether the upgrading of tourism supporting facilities can meet tourists' needs for "food, housing, transportation, travel, shopping, entertainment" is the core that determines the level of global tourism development. As one of the first batch of national comprehensive tourism demonstration zones, whether it is Ninghai , Jiangshan or Yixian County, they have always strived for excellence and meticulous attention to improve tourism supporting facilities and enhance tourist experience and comfort. For example, Ninghai County invested 4.5 million yuan in 2016 to build a tourism scientific testing platform and established Zhejiang Province's first independently designed, independently developed and operated tourism big data center at the county level. By integrating 16 tourism-related departments such as public security and transportation, Departments, three network operators, smart UnionPay and other data can realize all-round dynamic detection and management of passenger flow detection, marketing decision-making, premium routes, public opinion analysis, etc. Through the launch of travel APP, it is convenient for tourists to check routes and book hotels. Jiangshan City is focusing on solving the "last mile" of tourists' travel, investing 340 million yuan in projects such as a comprehensive passenger transport hub, opening dedicated bus lines from high-speed rail stations to major scenic spots, and building 102 electric vehicle rental points and 12 high-end bicycle rental points. , launched 400 exclusive new energy electric vehicles and 250 sports and leisure bicycles, covering the central urban area and major tourist attractions, creating a one-hour transportation circle for Jiangshan tourism. 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 2016, the county’s urban and rural, transportation and other departments’ tourism-related capital investment has reached more than 20% of fiscal revenue. At present, the roads connecting core scenic spots all meet the standards of Class 3 highways or above, forming a tourism transportation network of "fast travel" and "slow travel".

At the same time, a three-level tourism distribution consulting service system has been formed by laying out the global tourism panorama, tourism transportation signs, tourist stations, etc. After nearly 40 years of accumulation and accumulation, Yixian’s tourism supporting services have become increasingly mature and perfect [Shiyou 1046 There are various catering enterprises such as famous Hui cuisine restaurants and special delicacies;

There are 1,193 themed hotels, boutique B&Bs, and forest cabins;

There are 170 kilometers of boutique routes and 5 sports Sports base;

There are 6 4A-level or above scenic spots, 44 traditional villages, 1,684 ancient buildings of the Ming and Qing Dynasties, etc.].

4. Hundreds of rivalries have good momentum. At present, all-region tourism has become a national strategy. The whole country has formed a development pattern of all-region tourism in which a hundred flowers bloom and each other catches up with each other. It has become a new normal for tourism to drive and promote the comprehensive development of local economy and society. For example, as the birthplace of "China Tourism Day", Ninghai County has shouted the slogan "Ninghai opens tourism to the world" and develops the tourism industry with unprecedented intensity and height. From January to June this year, the county received 8.7735 million domestic and foreign tourists, and the total tourism economic revenue reached 9.106 billion yuan, a year-on-year increase of 18.63% and 13.53% respectively. The county's B&B turnover was 156 million yuan, driving the sales of agricultural and sideline products of 410 million yuan. , the tourism-related income of farmers in key tourist towns accounts for 50% of their disposable income. Jiangshan City has laid the foundation for the high-quality development of regional tourism through the implementation of a large number of key tourism projects. Preliminary statistics show that there were 146 tourism projects under construction in the city in 2018, with an actual investment of 3.15 billion yuan, a year-on-year increase of over 66%;

In 2018, the city received 18.689 million domestic and foreign tourists, achieving a tourism The total economic income was 11.87 billion yuan, a year-on-year increase of 24.2% and 24.5% respectively. Yixian County relies on its excellent ecological advantages, profound cultural heritage and rich tourism resources to focus on building three service industry clusters: Hongcun Rural Tourism Industrial Park, Xidi Heritage Town, and Guyi Slow Life Town to achieve industrial cluster benefits. Increasingly prominent, in 2018, the county's rural tourism characteristic industry cluster (base) achieved operating income of 2.43 billion yuan, tax revenue of 784.2 million yuan, and attracted more than 10,000 people directly employed;

The county's *** reception in 2018 There were 11.9609 million domestic and foreign tourists, and the total tourism economic revenue was 9.871 billion yuan, a year-on-year increase of 15% and 13.9% respectively.

2. Current status of tourism development in our city

In recent years, our city has made certain achievements in promoting the development of tourism by relying on its good natural resources and profound cultural heritage. Achievements, especially with the advent of the self-media era, have successfully created a number of Internet celebrity attractions such as Xicunli, Sequoia Forest, and the "Sichuan-Tibet Line" in southern Anhui. However, there are still many shortcomings compared with the requirements of global tourism development.

1. The brand image is ambiguous. In the course of tourism development in the past 20 years, we have successively proposed city tourism positionings such as "the pearl at the foot of Huangshan Mountain, the palace in the Dream of Red Mansions", "Oriental Luxembourg, the Dream Peach Blossom Land", etc. However, we have been unable to accurately summarize Ningguo's tourism image, nor can we Reflect the difference of Ningguo tourism. When it comes to Ningguo tourism, what is our core image? What are our specialty products? Who are our target customers? There is no precise answer. The vague brand positioning will lead to tourists not having a clear brand impression of Ningguo, and even becoming bored, which will become a major obstacle to planning for the long-term development of global tourism.

2. The tourism industry is lacking. Since the beginning of this year, the city has attracted only 8 tourism projects, and only 3 projects have actually started construction (Qinglong Yunwu Tea Tourism Project, Port Tea Village Slow City Project, Zhongxi Shanshui Neighboring Project), which are "big, high, good" tourism projects. Difficulties in recruitment, signing of contracts, and implementation have become major bottlenecks facing the development of tourism in our city. Moreover, most tourist attractions have a single form, low tourist participation, and obvious homogeneity. The overall economic benefits of tourism are not high, and the driving effect is not obvious. In terms of tourism products, the lack of flagship products and core products, low level, small scale, and weak market competitiveness also hinder the high-quality development of global tourism.

3. Insufficient supporting facilities. In terms of transportation network, there are no dedicated sightseeing buses in the urban area. The transfer system between railway stations, bus stations and various scenic spots and attractions is not sound enough. Some scenic roads do not meet the standards of tourist-grade highways. During the typhoon "Qima", roads in scenic spots such as Shizhu Mountain, Xialin, and Wuyue Ancient Road were seriously damaged and will be difficult to restore in the short term;

In terms of accommodation and accommodation, there is still a lack of fully functional municipal tourism distribution centers and High-quality, specialized catering, accommodation, cultural entertainment and other supporting facilities are difficult to meet the differentiated and multi-level needs of tourism consumers. In terms of scenic area facilities, some tourist toilets, tourist parking lots, tourist signs and other functions need to be further improved and improved.

3. Experience and Enlightenment

Judging from the results of all-region tourism development in various places, it is not only the catalysis of advanced concepts, but also the promotion of institutional mechanisms, and the traction of large-scale and high-quality projects. , there are even more small but exquisite, small and beautiful products, which also provide many valuable experiences for the development of tourism in our city.

1. Make overall plans and clarify the development blueprint.

To develop all-region tourism, planning first is the first step. Only by adhering to "drawing a blueprint to the end and working one task after another" can the long-term development of all-region tourism be achieved. Recommendations: First, establish a joint meeting system for all-region tourism development work to coordinate the city's all-region tourism work, study and formulate policies and measures, and coordinate and solve related problems, especially to strengthen the connection with the city's all-region tourism master plan, land use planning, and various industrial plans. and coordination. The second is to establish a supervision mechanism for the planning, design and execution of tourism projects to ensure that the in-depth design of all tourism-related projects and attractions in the city is implemented on demand in accordance with the principle of "unified style, highlighting highlights, and economical applicability" to maximize social and economic benefits. The third is to implement the "Qinglong Bay Scenic Area" strategy, with the Qinglong Bay Scenic Area as the core and the "Sichuan-Tibet Line" in southern Anhui as the main line, to plan a series of towns and streets such as XX, Qinglong, Fangtang, Zhufeng, Jialu and Hule. Boutique villages, B&Bs, scenic spots, etc. form a comprehensive three-dimensional tourism network with mountains, water, culture, and food.

2. Internal training and external introduction to strengthen business support. Exploring unique resources internally and attracting high-quality tourism projects externally are the two most direct and effective ways to improve the overall quality of regional tourism. They are particularly important for Ningguo, which is in the early stages of regional tourism development. Suggestions: On the one hand, further explore tourism resources, focus on our city's "Red Mansion Culture, Shexiang Culture, Dragon Kiln Culture", etc., fully tap into the cultural resources such as famous people's customs, and promote the quality and efficiency of tourism. For example, using the Red Mansion culture as a link and based on the first phase of the Dream of Red Mansions Cultural Park, we plan tourism formats such as Red Mansions cuisine, Red Mansions opera, garden art, and sculpture art;

Based on Shexiang culture, we will do a good job for the She people Weddings, bonfire parties, folk song and dance activities, production and sales of She nationality headdresses, embroidered shoes, ancient seals and other tourist souvenirs;

Featuring dragon kiln culture, we plan interactive experiences such as real-life dragon kiln visits and DIY creative production Project, production and sales of Long Kiln handmade souvenirs. On the other hand, we will increase the intensity of resource packaging integration and actively attract external projects. For example, around the "Sichuan-Tibet Line" in southern Anhui, we can attract well-known and powerful enterprises to develop self-driving tour camps, motels, open-air cinemas, etc., to form a full industry chain covering self-driving tours. Around the "Little Third Line" site, attract investment to build the "Little Third Line" cultural tourism factory and historical memorial hall, display physical cultural relics, historical photos, sculpture models, etc., and plan educated youth tours and homecoming tours. For another example, the newly discovered "Love Island" can be comprehensively developed within the scope permitted by legal policies by introducing powerful group companies to further expand the carrying functions of Qinglong Bay islands and create a new highlight of the Qinglong Bay scenic spot.

3. The government takes the lead and creates social synergy. From the development results of all-region tourism in various places, we can see that in the stage of all-region tourism, the government alone can no longer adapt to the new development situation and form a climate. Only by relying on government policy guidance and introducing strategic investors to participate in investment, management and operation can the endogenous power of global tourism be truly stimulated. Suggestions: First, revitalize effective assets. Learn from Yixian County's "entrusted management" model in solving the protection and utilization of state-owned immovable cultural relics [Under the premise of state-owned property rights, after approval and filing by the county cultural relics department, the town, village and user will sign relevant agreements for cultural creativity, display and exchange etc.], rationally develop a number of historical and cultural resources such as Hulesi Old Street and Shangtan Ancient Village to achieve effective utilization of resources. The second is to explore market-oriented operation. Fully summarize the relevant experience in the market-oriented operation of scenic spots such as Shanmen Cave and Sequoia Forest. Led by the Cultural Tourism Investment Company, we will further rationalize the ownership relationships of various scenic spots, learn from Ninghai Scenic Area asset securitization, angel investment and other models, and promote the participation of social capital. Tourism project construction, integrating various high-quality tourism resources, accelerating group development and comprehensive development. The third is to attract private capital. It is recommended to issue relevant implementation opinions to encourage and guide private capital to invest in the tourism industry, introduce preferential policies to encourage private capital to invest in the tourism industry, and guide more private capital to develop the tourism industry. At the same time, in conjunction with the creation of civilized cities across the country, we vigorously promote the "culture of rural virtuous people";

All tourist towns and villages actively carry out the work of arranging rural virtuous people, and use nostalgia and nostalgia as the basis for holiday condolences, exchange of information, visits and friendships, etc. To win the sincere support and feedback of hometown talents from abroad to the maximum extent, we can encourage them to care about their hometown and support the construction of their hometown.

4. Highlight beautification and beautify the scenic environment. Each inspection site this time also developed a set of unique methods and experience in improving the rural living environment. For example, Qingyang Village in XX Town (the birthplace of the Mao family in the south of the Yangtze River and the ancestral home of Mao Zedong) uses a "Party Building +" approach to give full play to the power of the two village committees and party members to promote village governance, improve the appearance of the village, and at the same time vigorously promote family traditions and ethnic origins Training, create a Mao's Cultural Village where "celebrities have emerged in thousands of years, and scholars live in leisurely farming, reading and passing down their families". Dacheng Village, Dachen Township, based on village conditions and people's sentiments, explores the "Dachen Model" of village governance of "party building leadership and cultural inspiration", and implements the "Seven Ones" project of general branch services [a broom "sweeps" a new world, a song A village song "sings" a good village style, a network "weaves" a close distance between the party and the masses, a photo "shows" the family and everything is prosperous, a village book "writes" the truth, kindness and beauty of the villagers, and a blueprint " Draw "Happy Dachen Village" and vigorously develop rural leisure tourism.

Recommendations: First, further deepen the role of grassroots party organizations as a fighting fortress. The Organization Department of the Municipal Party Committee will take the lead to create a party-building service brand in key tourist towns and villages, and call on party members to volunteer to work to improve infrastructure such as roads damaged by disasters, carry out market towns, and Garbage cleaning in villages normalizes "party building + rural tourism + volunteer activities" and contributes to rural tourism. The second is to combine the changes of customs and integrate environmental protection, civility and integrity, and other contents closely related to tourism development into village regulations and folk covenants, so that village regulations and folk covenants become the rules of the scenic spot, and a good atmosphere for the development of tourism in the whole region is formed through the improvement of party style, rural customs and folk customs. The third is to implement a fiscal transfer payment mechanism for township ecological compensation to fully mobilize the enthusiasm of townships, towns and streets in protecting the ecological environment and maximize the efficiency of the use of fiscal funds.

5. Strengthen management and improve service quality. The continuous standardization of the tourism industry requires joint efforts from the government, society, industry and other forces. Through inspections, we also feel that the daily supervision of tourism in various places is fully organized, collaborative and effective. Suggestions: First, improve policies and regulations. Actively learn from Yixian County's relatively mature methods in the management of B&Bs, and issue local standards for the "General Requirements and Ratings of B&Bs (Farmhouses)" based on the city's actual conditions to comprehensively standardize B&Bs (Farmhouses) in terms of access mechanisms and daily supervision. Business entity order. The second is to explore comprehensive law enforcement. On the premise of sufficient personnel guarantee, explore the establishment of the Municipal Tourism Management Comprehensive Law Enforcement Bureau to integrate the administrative powers of the city's cultural tourism, transportation, market supervision, public security and other major functional departments, so as to achieve "one department for punishment, one team for law enforcement, "One Official Seal Punishment" comprehensively improves the comprehensive supervision capabilities of the tourism market. The third is to strengthen social supervision. Learn from Ninghai’s “Key Township (Street) Tourism Offices”, “Gridded Tourism Statistics Team”, “Industry Association Tourism Supervision System”, etc., give full play to the supervisory role of local towns and industry organizations, and monitor catering, accommodation, entertainment and other projects involving tourism. Business types and employees are subject to round-the-clock, all-round supervision to achieve the goal of standardized service management.

6. Precision marketing to promote the tourism brand. Today, when self-media is highly developed, tourism promotion and marketing methods are becoming increasingly diversified, and each inspection site can be said to be "showing off its unique talents and creativity" in promotion and marketing. Suggestions: First, deepen the city image design. By inviting a professional design team or using a prize-based collection method, the city's new tourism image LOGO will be designed to vividly integrate the images of Qinglong Bay, the "Sichuan-Tibet Line" in southern Anhui, and green bamboo, fully reflecting the diversity of the city's tourism elements. , difference, to achieve the effect that tourists will never forget. The second is to carefully plan marketing activities. Taking the lead in various towns, towns and streets, based on the local characteristics, we carefully package and plan publicity and marketing activities, forming a tourism atmosphere of "every month has festivals and the off-season is not dull" in the city. At the same time, we should strengthen external cooperation and plan creative marketing. For example, Zhongding 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 with the "Sichuan-Tibet Line" in southern Anhui as the background, with "green Car advertisements with the theme of "safety, leisure and enjoyment" form a brand marketing bundling effect. The third is to strengthen the application of self-media. It is necessary to make full use of new media communication channels such as Douyin, WeChat, and Weibo, and plan "Douyin Challenge" and "Excellent Strategy Prize Contest" to guide tourists to participate in tourism marketing. At the same time, the smart tourism guidance program will be further optimized to create more opportunities to interact with potential and actual tourists, in order to seek to establish emotional connections with customers and truly give all-region tourism the wings of information technology.