Ding Zhen became popular this year: Li Tang's unexpected is reasonable.

Ding Zhen's name spread all over the country in the past year, but the local tourism industry did not actually usher in a big outbreak as expected.

According to the data of Litang Culture and Tourism Bureau, since 20021,Litang has achieved a total tourism revenue of 176 billion, an increase of 6.4% over the same period last year; The number of tourists received was 6.5438+0.602 million, an increase of 6.3%.

The grassland is still swaying at an altitude of 40 14 meters, where glaciers and snow meet and the lake reflects purity. The traffic is inconvenient, and it continues to cover the epidemic situation of the whole industry, making the beautiful scenery difficult to reach.

Under the appearance of silence, Li Tang is quietly gathering strength.

At the end of 2020, Ding Zhen, a 20-year-old Tibetan boy, unexpectedly became popular on social networks. The Litang tourism propaganda film "Ding Zhen's World" starring him was played more than 700 million times in just 72 hours. According to Ctrip's data, since June 20th last year, Litang's search popularity has soared, and the search volume in the last week of June165438+1October has soared by 620%.

This small county town in Ganzi Tibetan Autonomous Prefecture, Sichuan Province, has suddenly become the home of online celebrities in many people's minds.

In this case, Litang's tourism reception and total tourism revenue only increased by 6.3% and 6.4% in the past year, which was significantly lower than people's expectations.

Du Dong, former general manager of Litang Lv Wen Investment Development Co., Ltd., told the interface news analysis. Unlike Beijing, a city that can be visited all year round, Litang's golden tourist season is in summer and autumn, but in summer and autumn this year, many places have repeatedly experienced epidemics, resulting in Litang missing the tourist window. "For a while, Sichuan Province (tourism industry) stopped and basically stopped cross-provincial tourism."

A Lang, who works in Litang Rong Media Center, also believes that the epidemic situation is the main reason why Litang tourism data is not as good as expected this year. "The management of epidemic prevention and control in our district is strict. First, we must ensure the safety of personnel and the spread of the epidemic, and then do other things. " He said, "I believe this should be the biggest problem encountered by the national tourism industry."

On the other hand, the inconvenient transportation in Litang is also an objective factor. At present, there are no direct railways and flights in Litang County. The common route is to start from Chengdu and drive along National Highway 3 18, with a total distance of more than 600 kilometers. The road conditions in some sections are not ideal, which requires higher drivers. The other route is from Daocheng Aden Airport in the south of Ganzi Prefecture, which is also more than 100 kilometers. There is no bus, so you need to drive by car or charter a car locally.

In addition, Litang County is as high as 40 14 meters above sea level, known as the "world's highest city", and altitude sickness has also scared off many tourists. In addition, the natural landscape of Litang is not more competitive than the main mountain of Daocheng Aden, and the number of tourists in Litang has always been less than that of Kangding and Danba in Ganzi Prefecture.

These difficulties cannot be solved by one person.

In A Lang's view, the calm this year is not a bad thing. "For Litang, the epidemic is a challenge, but on the other hand, it also gives us a chance to breathe."

Alang believes that the fire in Ding Can has brought crowds of tourists to Litang, but if this small county town on the plateau is not fully prepared, tourists from all over Wan Li will only be disappointed. "We have been thinking about how to make tourists fall in love." He said.

In the past two years, Litang County has focused on building the ancient town of Le Tong-Qianhu Tibetan Village Scenic Area, and there are miniature museum clusters in the scenic area, including Cangyang Gyatso Museum, Kangba Museum, Tibetan Medicine Museum, Tibetan Opera Museum and Sanskrit Museum signed by Ding Zhen. Zhang Xi, chairman of Litang Lv Wen Company, said in an interview with Interface News last year that Litang County plans to build 30 to 50 miniature museums in the next three to five years.

Take Renkang Family Museum as an example. This miniature museum landed in the former site of Renkang Ancient House, the former residence of the Seventh Dalai Lama. From the beginning, it combed the history of Renkang family and took care of the old museum. "You can see history in the old place and development in the new place. This is a method of Renkang Museum. " A Lang said.

The Tibetan Opera Museum provides a space for Tibetan opera artists scattered in Litang to arrange new songs. Traditional culture is protected by the platform of the museum, and the content is pushed out by the business card of the scenic spot.

In order to further open up the links between non-governmental forces and institutions, this year the Propaganda Department of Litang County Committee took the lead in setting up the Federation of Literary and Art Circles and the Federation of Social Sciences. According to A Lang, the newly established Federation of Literary and Art Circles and Social Science Circles will be responsible for planning various national handicraft inheritance organizations, social welfare organizations and associations in Litang, and all museums will be managed by corresponding associations.

Another visible change is that there are more homestays and hotels in Litang. According to the data provided by Litang Culture and Tourism Bureau, Litang has more than 65,438 hotels and special accommodations, which can provide more than 8,000 beds, an increase of 76. 1% compared with last year, and the number of beds has increased by 89.3%. Nine star-rated country hotels have been built, and 50 households have been upgraded, which reflects the enthusiasm and cooperation of private capital.

Du Dong believes that the improvement of private investment enthusiasm is the most direct influence brought by Ding Zhen to Litang. "With high popularity, the number of tourists will increase, and local residents will feel that Litang has hope," he said. "Litang investment is not expensive, just do it."

A Lang also observed that in the past year, many foreigners were attracted to Litang by Ding Zhen. Some of them came to live and work, and some came to start a business. "Join directly here." He believes that after the epidemic situation has eased, Litang will welcome foreign tourists with a brand-new and better look.

Not long ago, Liu Hong, director of Ganzi Cultural Tourism Bureau, personally went out to promote local cultural tourism on the short video platform. The director is masculine and attracts many fans. Liu Hong emphasized to the media that he is willing to be an online celebrity for Ganzi Wenlv, but the social media account does not involve business and only speaks for public welfare.

In the video, he smiled and sent an invitation: "Welcome to Ganzi, welcome to Ding Zhen's hometown."

A Lang believes that this persistent propaganda is an example to lead by example. "Without Ding Zhen, would we give up developing tourism?"

In fact, Litang County has been actively developing the tourism economy in recent ten years. Bi, deputy director of Litang County Tourism Bureau, said in an interview with Interface News last year: "After 20 13, (Ganzi) put forward the concept of global tourism from the national level, and we also improved the tourism infrastructure along National Highway 3 18 and 227 as required. In the past few years, the investment in tourism infrastructure in Litang County has accumulated about 500 million to 600 million yuan. "

The concept of "global tourism" clearly tells tourists that every place where you are is a scenic spot.

According to the data provided by Litang Cultural Tourism Bureau, Litang declared 187 sites and 22 intangible cultural heritages. Important tourist trunk lines in the county, node 12 tourist toilets, Kaniang Village Landscape Road, Naiganduo B&B, Jiawa Xiangyang Temple Exhibition Hall, Tibetan Balahua Starfish Vacant Room and other facilities have been completed.

"What's the difference? It may be that the altitude is relatively high. " A Lang showed absolute confidence in Litang's innate conditions, and said that a little flaw in this pure nature can be remedied the day after tomorrow. Together with those who devote themselves to cultural tourism, it constitutes the "geographical advantage" and "human harmony" of Litang cultural tourism.

At present, National Highway 3 18 is the main traffic resource of Litang, and the Chengdu-Lanzhou Railway, Xicheng Railway and Chengge Railway, which will be opened one after another, will all pass through Aba Prefecture at a speed of 200 kilometers per hour.

A Lang believes that Litang's cultural tourism is moving towards the future step by step according to its own pace. "The Ding Zhen incident is of course a very loud brand in the Sichuan cultural tourism industry, which is very helpful. I believe that in the future development process, such things will be encountered, and more and more people will be known to the world, and the power behind them is endless. "

On June165438+1October1/KLOC-0, Du Dong, who has stepped down as general manager of Litang Cultural Tourism Investment, wrote in Weibo: "Ding Zhen's world was filmed under great pressure, and wonderful light swept Litang. The earliest photo of the pony Pearl and its mandolin, he took the pony for the first live broadcast, as if just going for a walk, so he set off from his hometown and embarked on a long road for a year without stopping. Ding Zhenzhu, I wish you a bright future and everything is from your heart. "