Wenzhou City to speed up the promotion of international leisure and resort tourism city construction, will start from five aspects, respectively, optimize the consumption scene, rich consumption supply, innovative business model, strengthen the publicity and marketing, optimize the consumption environment, etc., let us *** with the expectation of Wenzhou culture and tourism closer.

Wenzhou Municipal Government issued the "Wenzhou National Culture and Tourism Consumption Pilot City Construction Work Program" (hereinafter referred to as "work program"). Accelerate the promotion of international leisure and resort tourism city construction, help the city to create high-quality development and construction *** same wealth demonstration area municipal prototype.

Work program to build culture and tourism regional consumption center city as the goal, around the creation of "cultural highland" "new consumption highland", to promote the city consumption level and culture and tourism consumption brand enhancement, the promotion of industrial development and socio-economic role We will strive to realize a new leap from a "pilot city" to a "model city" by making the scale of cultural and tourism consumption grow steadily. We will strive to achieve a new leap from "pilot city" to "demonstration city" and achieve steady growth in the scale of cultural and tourism consumption, iterative upgrading of cultural and tourism consumption patterns, and significant improvement in the cultural and tourism consumption environment.

By 2023, the role of culture and tourism consumption in economic and social development will be further emphasized, the city's absolute number of annual overnight visitors will reach about 30 million, the added value of the tourism industry will exceed 70 billion yuan, accounting for more than 8.5% of GDP, and the per capita cultural and recreational expenditures of residents will account for more than 6% of consumer spending. Relying on digital transformation, creating clusters of urban cultural and tourism landmarks, cultivating new types of consumption, upgrading and upgrading the quality of cultural and tourism products and services, further optimizing the structure of public ****services and consumption, and making the market supervision system more sound, with the general satisfaction of the public and tourists reaching more than 95%.

Work program from the optimization of the consumption scene, rich consumption supply, innovative business model, strengthen the publicity and marketing, optimize the consumption environment and other five aspects of the start, put forward 19 specific initiatives:

01, optimize the consumption scene, to create a cultural and tourism consumption agglomeration area

Construction of the core of the cultural and tourism consumption agglomeration area

To Yandang Mountain Scenic Spot and Liu Bowen's hometown scenic spot and other 2 national 5A level scenic spots as the core, loaded with cultural and tourism consumption content, expand consumption radiation, to create 2 ten million cultural and tourism flow of the core consumption agglomeration area. Relying on the commercial resources of the main urban area, through the "big construction and beauty", especially the construction of "two lines and three slices", the layout of the cultivation of the Park Road - Wumajie - Zen Street Historical and Cultural Neighborhoods, Nantang Culture and Tourism District and other cultural and tourism consumption of the new landmarks, to create five leading, exemplary Wenzhou "core cultural tourism consumption cluster area", to promote the "Millennium Ancient City" rejuvenation.

Creating new scenarios of distinctive cultural and tourism consumption

Counties (cities and districts) combined with regional advantageous resources, to create no less than 1 cultural and tourism consumption characteristics of the neighborhood, to cultivate a number of cultural and tourism consumption IPs with the characteristics of the same affluence of the ***, and to promote the characteristics of the cultural and tourism consumption agglomeration and concentration of resources. Cultivate and select about 50 cultural and tourism consumption demonstration bases (neighborhoods, scenic spots, shopping malls) and characteristic cultural and tourism consumption demonstration points (stores). Encourage geographically adjacent, transportation connected counties (cities, districts) consumption complementary linkage, improve the impact and expand consumption.

02, rich consumption supply, improve the quality of cultural and tourism products

anchor the big projects to lead

Focus on the construction of the Jiangxinyu renovation and upgrading project, East China Grand Canyon Radon Springs Tourism Resort, Cangnan 168 Golden Coastline Tourism Industry Belt, Yongjia Nanxi? Yunshang Hot Spring Tourism Resort, Yongchang Ancient Town Culture and Tourism Development, Wencheng County Tianhu Tourism Resort, Pingyang Ancient Aotou Industry-City Integration, and a number of other culturally rich business card major tourism projects, to comprehensively enhance the recognition of culture and tourism consumption.

Enhance the quality of tourism development

Support eligible counties (cities and districts) to create a national-level regional tourism demonstration area, support Lucheng, Longwan, Ouhai, Yueqing, Rui'an, etc. to create a provincial-level regional tourism demonstration area, and co-ordinate the five mountainous counties, such as Yongjia, to create a recreational resort. Explore 4A level scenic area "horse racing" mechanism, to create 1-2 distinctive, rich and leading industry "future scenic area". Implementation of the tourism industry, "micro-remodeling, fine enhancement" five-year action plan to complete the Dongtou, Yongjia, Wencheng, Pingyang, Cangnan, Taishun and other six pilot counties (districts) and the Nanxi River Scenic Area, Taishun Langqiao Radon Springs Provincial Tourism Resort and other 13 individual pilot units of the provincial level pilot work. To promote the cultural empowerment of "thousands of villages, towns and cities scenic" project, completed in batches 30 scenic towns, 150 scenic villages (3A 15) construction tasks, built more than 2 scenic towns to create a number of demonstration-type 3A scenic villages.

Creating specialty products

Coordinate and promote the construction of the Oujiang River Landscape Poetry Road, join hands with Lishui City to create the Landscape Poetry Road Tourism Boutique Line. To "hundred counties thousand bowls - ou flavor hundred bowls" as the theme, vigorously develop "food + tourism" products. Excavate, protect and converge Wenzhou old brand resources, build a number of Wenzhou characteristics of cultural and tourism commodity stores. Designed to launch a number of Wenzhou characteristics, personalized, fashionable consumer goods, the launch of "ou" cultural tourism gift.

Cultivate new growth point

Taking the 100th anniversary of the founding of the party as an opportunity, in-depth excavation of the site of a major meeting of the Chinese **** zhejiang province, dongtou pioneer women's militia company memorial hall, the thirteenth army of the chinese workers and peasants old military headquarters and other red resources, the launch of "oujiang river tide - red navigation "Red classic tourism products. The 2022 Hangzhou Asian Games Wenzhou soccer team and dragon boat race as an opportunity to create the launch of the Asian Games theme tourism products, the development of "ice and snow sports + tourism" new industry. Give full play to the advantages of industrial clusters and major industrial enterprises to develop a number of high-quality industrial tourism projects. Actively introduce well-known e-sports teams, clubs and tournament organization companies settled in Wenzhou, the development of "e-sports + tourism" featured products.

Promoting the digital reform of culture and tourism

The culture and tourism consumption service will be connected to the "city brain", to establish and improve the culture and tourism consumption operation big data monitoring system, and to improve the fine level of culture and tourism consumption management and service. Accelerate the intelligent upgrading of public **** cultural and tourism venues and consumption places, and improve 5G coverage. Encourage cultural and tourism enterprises and merchants to explore new modes of online creation, online experience, online dissemination and online consumption, introduce and develop 2-3 immersive cultural and tourism consumption contents based on digital technology, and promote the landing of a number of new digital cultural and tourism consumption scenes.

Expanding consumption of festivals

Promoting the import of domestic and international high-end art resources, upgrading the quality of activities, and encouraging domestic and international famous art festivals, music festivals, and sports events to settle in Wenzhou. Wenzhou International Fashion and Culture Industry Expo", "South Opera Culture and Tourism Festival", "Wenzhou Non-legacy Shopping Festival", "9.20 Love Wenzhou", "Self-drive Tourism", "Wenzhou", "Wenzhou", "Wenzhou", "Wenzhou", "Wenzhou", "Wenzhou", "Wenzhou", "Wenzhou" and "Wenzhou". Self-driving tourism" "green lantern bazaar" and other brand activities, support counties (cities, districts) to organize "Nanxi River Music Festival" and other brand performing arts activities, to create a first-class international level of culture and tourism consumer festivals and events held year-round and hotspots. Hot spot gathering place. Using the World Young Scientists Summit, the World Wenzhou People's Congress and other major events in the city to promote cultural and tourism products into the field, into the venue, into the stadium, and strive to exhibitors, audiences, racers into cultural and tourism consumers, to achieve major city activities cultural and tourism consumption spillover effect maximization.

03, innovation mode, build wenzhou characteristics of cultural tourism product system

Do big night cultural tourism consumption

Cultivate the development of the "moonlight economy", to improve the oujiang river light and shadow pier, impression of the nantang, jiangxinyu light show and other iconic night landscape of the international reputation, to create a "waterfront", the "waterfront", the "waterfront", and the "waterfront", to create the "waterfront", and the "waterfront", to create the "waterfront". Visibility, to create a number of Wenzhou characteristics such as "riverfront stalls" and other popular cultural food plaza, to encourage conditional tourist attractions to carry out night excursion services, to further enhance the "Oujiang River night tour" "Tanghe night painting Encourage conditional tourist attractions to carry out night tour services, and further enhance the "Ou River Night Tour" "Tang River Night Painting" and other series of night boutique cultural tourism products. Encourage museums, libraries, exhibition halls and other public **** cultural service venues to extend opening hours, and encourage city bookstores to open 24 hours. Strive to create a national night culture and tourism consumption agglomeration area, the provincial night agglomeration area 3.

Enhancement of the "Overseas Chinese" B&B brand

To give full play to the unique advantages of Wenzhou as a key overseas Chinese hometown, to create a recognizable "Overseas Chinese" brand B&B, to develop "Haijiao", "Shejia" and other "Qiajiale" sub-brand series, and actively expand the "rural + overseas Chinese culture + tourism + B&B Actively expand the form of "rural + overseas Chinese culture + tourism + B&B", and turn the "overseas Chinese music" B&B into a micro-destination for tourism. Accelerate the cultural implantation and theme creation of lodging facilities, launch a number of non-heritage characteristics of the hotel (B&B), and overall enhancement of the quality of service and artistic taste of the reception facilities of hotels and restaurants.

Promoting the integration of cultural heritage and fashionable consumption

Implementing the "cultural gene decoding" project, the project empowers the development of culture and tourism industry by decoding the 260 or so most representative cultural elements, and creates a new culture and tourism industry with the recognizability of Wenzhou. Develop a number of "national tide flash" fashion creative cultural tourism consumer products, and build a new platform with scenic spots, high-star hotels and lodging normalization linkage. Support a number of experiential, immersive culture and tourism consumption new scene landing, bigger and stronger "Nanxi River countryside music diffusion capital", "mountain root music art village", "Tieding yo-yo" and other brand new scene. The company's website has been updated with the latest information on the latest developments in the field of music.

Expanding the incremental consumption of public **** places

Promoting the construction of high-quality cultural consumption space carrier resources matrix with Wenzhou Grand Theater, Southeast Theatre, museums, public **** libraries, bookstore chains and other core cultural consumption outlets as the main body, embedded in the cultural consumption of space and functions, integration of art exhibitions, book reading, culture, salon, light food and catering services. Embedding cultural tourism consumption spaces and functions, integrating art exhibitions, book reading, cultural salons, light food and catering services, etc., to enhance the carrying capacity of cultural tourism consumption, as well as the supporting facilities and service functions. A number of highly-identified "private museum cultural and creative bazaars" have been launched.

04, strengthen the publicity and marketing, expand the brand influence of cultural tourism consumption

Shape the core brand image

Tapping into Wenzhou's unique urban endowments and characteristics, around the history, landscape, business, festivals, fashion, food and other themes, to create a "ten scenes of industrial tourism "" night tour ten lines """ cultural and creative ten neighborhoods """ study ten bases """ ten B&B boutique ""Gourmet ten lanes and alleys""Ouyue cultural tourism ten scenic spots""Rural ten gatherings""Ten network popular punch card Ten "ten" series of cultural and tourism characteristic consumption brands such as "ten places" and "ten urban landmarks", shaping the "cultural and tourism night consumption leading city" and "leisure and vacation tourism destination". Wenzhou culture and tourism consumption core brand image of "leisure and vacation tourism destination" to attract more tourists to Wenzhou consumption experience.

Carrying out diversified publicity and marketing

Strengthening cooperation with the head of the "OTA" platform, the use of big data to strengthen the analysis of the source of tourists' consumption, targeted to provide more diversified and innovative products, to achieve precision marketing, and promote cooperation with e-commerce platforms, new media platforms, net celebrities, and the development of the "OTA" platform. Promote cooperation with e-commerce platforms, new media platforms and netizens, and organize and carry out various new types of marketing and promotional activities such as live broadcasting with goods. Increase the strength of the "travel agencies to solicit foreign tourists". Support the creation of outstanding cultural and artistic products with Wenzhou as the background, play the role of film and television, literary works in tourism promotion and marketing, strengthen the breadth and effectiveness of cultural dissemination, and tell the "Wenzhou story".

Strengthening regional interaction and promotion

Organizing the "Yangtze River Delta - Wenzhou Tourism Cooperation and Purchasing Conference", promoting the realization of the third generation of social security cards in the Yangtze River Delta region in the field of culture and tourism mutual recognition and interoperability and mutual use, and promoting the Yangtze River Delta PASS culture and tourism consumer card project. Introducing more tourists from key cities in the region. Launching the "Follow the Transportation Tour in Wenzhou" series of tourism products and routes. Actively build Zhejiang, Anhui, Fujian and Jiangxi national ecotourism cooperation area consumption project.

05, optimize the consumer environment, enhance cultural and tourism consumer satisfaction

Build a good cultural and tourism consumer service platform

Integration of online and offline, integration of regional resources, the implementation of the city, county, enterprise three-level linkage, to build Wenzhou intelligent cultural and tourism brain. The "E Tour Wenzhou" information service platform to create a Wenzhou cultural tourism consumer services general entrance, to provide tourists with one-stop information services, booking reservations, social security card, self-guided tours, virtual experience, cloud broadcasting, evaluation and sharing of digital whole process closed-loop experience services.

Enhancing inbound tourism services

Improving foreign-language traffic guidance on major roads into the city and parking instructions at key scenic spots, and launching a series of "language barrier-free" demonstration products for international cultural tourism consumption. Strengthen the airport, high-speed rail and light rail, buses, cabs, self-service car rental self-driving and other urban transportation convenient interchange, enhance the international level of urban transportation services. Make good use of the advantageous resources of Wenzhou people in the world, with the help of the power of Wenzhou's overseas Chinese hometown, focusing on attracting the second generation of overseas Chinese and the third generation of overseas Chinese to Wenzhou for tourism and consumption. Optimize mobile payment solutions for inbound tourists and improve the quality of shopping and consumption experience for overseas tourists.

Increase the strength of cultural and tourism benefits

Organize the "cultural and tourism consumption season" series of activities to encourage scenic area ticket reductions, scenic areas are free to open on non-weekends, show ticket discounts, point rewards, highway toll reductions, and other consumer welfare initiatives. Timely introduction of "culture and tourism consumption vouchers", "thousands of villages to live in thousands of lodging" and other promotional activities to benefit the people, and encourage employees to take paid vacations. The city's primary and secondary school study tours, red education activities, staff recuperation, cadres training in principle, priority arrangements within the city to organize.

Optimizing the consumer market environment

Encouraging institutions and enterprises around scenic spots to assist in providing parking facilities during peak travel periods. Strengthen market supervision, promote comprehensive administrative law enforcement in the cultural and tourism market, establish and improve the mechanism for handling consumer complaints and reports in the cultural and tourism market, and crack down on illegal and irregular behavior in the cultural and tourism market. Establish and improve the culture and tourism industry standard system, strengthen the promotion and application of standards, and promote the standardization of culture and tourism industry management, standardization. To carry out Wenzhou City, "cultural tourism consumer demonstration merchants" to create activities, deepen the implementation of "quality service program", and comprehensively promote the integrity of the business, quality service, satisfaction with consumption.