I. Action Strategy and Objectives

In order to speed up the construction of a modern international seaside tourist city, promote the development of Qingdao's tourism industry, and provide a beautiful and comfortable tourism environment and high-quality and efficient services for the successful hosting of the Olympic Games, this special action plan is formulated according to the Qingdao Olympic Action Plan.

With the theme of "Meeting the Olympics and Sailing Qingdao", we will give full play to the advantages of resources, highlight the marine characteristics, implement the grand tourism development strategy of "government-led, social participation and market operation", strive to shape the city image of "Olympic sailing resort and seaside tourism paradise", build an international seaside resort city and strive to be the best tourist city in China; Gradually realize the transformation of tourism from sightseeing to holiday; The transformation from quantity scale type to quality benefit type; With the transformation from domestic standards to international standards, the main economic indicators of tourism, such as the reception of tourists from home and abroad, the total tourism revenue, have been greatly increased, promoting economic development and overall social progress, and building Qingdao into a world-famous coastal sightseeing, holiday and marine sports and leisure city with beautiful and comfortable environment, complete facilities, outstanding product characteristics, reasonable industrial structure and first-class management services.

II. Tourism Promotion and Market Development

(I) Marketing Focus

Focus on shaping the city image of "Olympic Sailing Resort, Seaside Tourism Paradise", promoting tourism with the Olympics, adding color to the Olympics with tourism, adhering to the policy of vigorously developing inbound tourism, actively developing domestic tourism and moderately developing outbound tourism, increasing tourism promotion and comprehensively exploring the tourism market.

Carry out large-scale promotional activities of "Qingdao Olympic Tour" in China, and promote the Olympic concept and marine sports, tourism, vacation and leisure tourism in key tourist cities.

Carry out a series of tourism promotion activities in neighboring tourist markets such as Korea, Japan, Hong Kong, Macao and Taiwan, Southeast Asia and Russia.

focus on Germany, the United States and Australia, and organize roving promotional activities in remote markets such as North America, Europe and Australia. With the help of Olympic warm-up matches, invitational matches and other activities, we will increase foreign sales promotion.

focusing on the countries participating in the Olympic sailing competition, we will take the opportunity of sailing organizations and athletes from participating countries to come to Qingdao for adaptive training or participate in friendly matches, carry out a series of tourism promotion activities, and hold a series of maritime Olympic tourism cultural and sports activities to expand Qingdao's international popularity and competitiveness.

(II) Publicity and promotion measures

Adhere to government-led, diversified participation and market operation, establish a multi-level, multi-channel and multi-form, trans-regional, cross-industry and inter-departmental publicity and promotion network and linkage mechanism, expand the scale of tourism publicity and promotion, and improve comprehensive benefits.

1. Strengthen cooperation with tourism agencies or organizations in major overseas source countries, and invite tourism organizations, travel agents and news media from major source countries to visit Qingdao.

2. Strengthen joint awareness, break down regional boundaries, strengthen regional cooperation, and seek common development through joint development and joint promotion with domestic tourist hot cities such as Beijing and Xi 'an; Cooperate with Yantai, Weihai, Tai 'an, Qufu and other tourist hotspots in the province, build a regional cooperation platform, and build a tourism brand of China Gold Coast and famous historical and cultural cities.

3. Relying on overseas institutions, strengthen contact with Chinese embassies and offices of China National Tourism Administration abroad, and promote Qingdao Olympic tourism in Qingdao sister cities; Promote exchanges and cooperation with the original Olympic Games host cities.

4. organically combine sports, culture and tourism, give full play to the sensational effect of cultural and sports activities on city image promotion, and enhance the attraction to tourists.

5. Carefully design and produce a series of promotional materials with different languages, different contents and different styles, which represent Qingdao's tourism image, display Qingdao's tourism characteristics and embody the theme of Qingdao's Olympic tourism, and can meet the needs of tourists from different countries and regions.

6. Invite journalists from major domestic media and major overseas source countries to visit Qingdao in batches every year; Make full use of modern media means to carry out online publicity, TV promotion and advertising promotion, show Qingdao's tourism style in an all-round way and establish a new image of Qingdao Olympic tourism.

3. Tourism product development and key tourism projects

(1) Tourism product development: market-oriented, benefit-centered, product-based, giving full play to the advantages of traditional tourism products and resources, focusing on the five characteristics of "mountain, sea, city, culture and business", intensifying product development, improving the structure of tourism products, continuing the historical context, and reflecting the natural, human landscape and city.

1. Vacation tourism: Highlight the characteristics, rationally arrange and accelerate the development of various holiday tourism products. Focus on the construction of Shilaoren, Xuejia Island, Hot Springs, Tian Heng Island and Langyatai tourist resorts, develop tourist holiday products adapted to different cultural tastes and consumption levels, and enrich the content of holiday activities. Develop suburban family vacation and economic vacation products, and introduce timeshare vacation.

2. Sightseeing: Relying on the natural features and cultural landscape of the city, and taking advantage of ports, location and transportation, we will develop urban, suburban, peripheral and medium-and long-distance sightseeing routes. On the basis of maintaining the advantages of traditional products, we will actively develop urban sightseeing and characteristic building sightseeing.

3. Sports event tourism: Use marine sports facilities and competition facilities to vigorously develop sailing, windsurfing, water skiing, rowing and other projects for tourists to participate in, and develop marine sports tourism.

4. Maritime tourism: speed up infrastructure construction and make maritime tourism bigger and stronger. Encourage the development of large and medium-sized cruise ships, focus on cultivating sea sightseeing routes from Tuandao Bay, Qingdao Bay to Fushan Bay and Maidao, open island tourist routes to Lingshan Island, Zhucha Island, Zhaitang Island and Daguan Island, and vigorously develop sea sightseeing of Qingdao and participatory sea recreation activities; Develop sailing boats, yachts, fishing and holiday clubs, and carry out sea holiday and leisure activities that return to nature.

5. MICE tourism: Give play to the role of MICE activities in promoting tourism. Relying on convention and exhibition centers, cultural exhibition centers, professional museums and various exhibition facilities, we will use large-scale conferences and exhibitions, cultural and economic exhibitions and professional exhibitions at home and abroad to adjust the demand of the tourism market and increase the number of tourists.

6. Festival tourism: highlight sports theme, marine theme and local cultural characteristics, adhere to government guidance and market operation, and vigorously develop participatory and interesting theme plate activities that meet the consumption needs of tourists at different levels in festivals such as Qingdao International Beer Festival and Qingdao International Ocean Festival.

7. Cultural and popular science education tourism: Transform and build cultural facilities such as theaters, develop cultural tourism projects with distinctive local characteristics and the spirit of the times on the basis of maintaining and excavating traditional cultural tourism projects, and increase the cultural connotation of tourism. Closely combine tourism with scientific research and education, encourage qualified colleges and universities, scientific research institutes and experimental bases to be open to tourists and citizens, increase popular science and tourist participation in various professional museums, and give full play to the popular science and educational functions of tourism.

8. Eco-tourism: With the theme of "protecting ecology, being close to nature and returning to nature", we plan to develop eco-tourism products such as Laoshan Mountain, Daze Mountain, Dazhushan Mountain, Xiaozhushan Mountain, Lingshan Island and Zhucha Island, relying on suburban forests, islands, nature reserves and orchards. Construction of agriculture, forestry and fishery sightseeing parks with both production and tourism functions, and the launch of a number of modern eco-agricultural sightseeing products.

9. industrial tourism: give full play to the brand advantages of enterprises and products and vigorously promote industrial tourism. Enrich and improve the connotation of tourism products such as Haier, Tsingtao Brewery, Qingdao Port, Coca-Cola Company and East China Wine Manor, and develop industrial tourism products such as Qianwan Port, Yizhong Automobile City, Hisense and Aucma.

11. Shopping and tourism: to meet the market demand, encourage and guide the in-depth development of tourist souvenirs, promote the development of tourist souvenirs in the direction of serialization, personalization and branding, and promote tourism shopping consumption.

(II) Key tourism projects

Adhere to high-starting planning, high-standard construction, high-efficiency management and high-level operation, intensify resource integration and development, and build a number of large-scale projects with strong industrial pull and radiation functions to meet the needs of the tourism market.

1. Olympic Water Sports Center: A leisure and water sports center consisting of Olympic sports venues and competition facilities, Olympic Square, tourist center and marine sports facilities will be built in Fushan Bay, making it a landmark tourism boutique representing the city image and having a world-class level.

2. Coastal pedestrian walkway and landscape along the route: build Tuandao in the west, extend eastward to Shilaoren via the coastal coastline, and connect the old urban area, new urban area and Shilaoren Resort with the coastal landscape pedestrian walkway; Six scenic spots, including Tuandao Bay, Qingdao Bay, Huiquan Bay, Taiping Bay, Fushan Bay and Shilaoren Tourist Resort, will be built along the line, making it a unique coastal tourist line integrating natural landscape, humanistic spirit, facilities and management services.

3. polar ocean world: build a large-scale comprehensive polar ocean theme tourism project consisting of polar marine animal viewing performances, marine science popularization, marine leisure and entertainment, fisherman's wharf, yacht club, etc.

4. European architectural culture, business and tourism area: centering on Zhongshan Road and Church Square, combined with urban landscape protection and old city reconstruction, we will build pedestrian streets, commercial areas, parking lots and tourism consulting service centers featuring European architectural culture, featuring cafes, fast food restaurants, bars, art galleries and local products.

5. naval museum, China: Build a new navy square, a large-scale comprehensive exhibition hall and a group of statues of navy heroes, develop participatory, interesting and simulated tourism projects, and give full play to the functions of national defense education, popular science, research and display of military history and war history, education of marine and territorial views, foreign military exchanges and tourism.

6. International luxury mail ship center: build an international luxury mail ship wharf, an international mail ship service center and a large parking lot in the former site of Beihai Shipyard. During the 2118 Olympic sailing competition, it was used as a measuring area for racing boats. After the competition, the reception function of international luxury mail boats in this area was restored, making our city the main anchorage and destination of international mail boats around the western Pacific.

7. seaside and hot spring tourism and holiday facilities: build and improve Shilaoren, Xuejia Island, Langyatai, Yangkou, Tian Heng Island and hot spring tourism and holiday resorts, develop seaside, hot spring and urban seaside mountain forest holiday projects that meet the needs of different vacationers, publicize "Olympic Games in China, holiday in Qingdao", and develop tourism and holiday projects that are in line with international standards.

8. In-depth development of Laoshan Scenic Area: adhere to ecological, high-grade and high-quality products, and comprehensively optimize the natural ecological environment; From the natural landscape and cultural connotation to enhance the level of Laoshan tourism. Planning and building a comprehensive tourism service base in Dahedong, Laoshan, to comprehensively improve the function and service quality of Laoshan tourism reception service.

9. Yacht and Sailing Clubs: A number of yacht and sailing clubs with membership and participation of tourists and the general public are planned to be built in Olympic venues, seaside resorts, urban seashores and harbors to develop marine sports tourism and leisure activities.

IV. Tourism environment and infrastructure

(1) Tourism guide signs:

Set up road traffic signs, tourist area (spot) guide signs, famous buildings and historical celebrities' former residences, and signs in both Chinese and English; Set up international public information graphic symbols, tourist guide maps and guide cards in Chinese, English, Japanese and Korean languages on major roads and tourist spots; Promote the use of service signs, promotional materials and TV touch screens in Chinese, English, Japanese and Korean languages in star-rated hotels and tourist reception service places.

(2) Consultation service system:

Multi-functional tourist consultation service centers and tourist consultation service stations will be built in the main tourist distribution centers, commercial areas and scenic spots, and a tourist individual consultation service network with the service functions of city image promotion, information consultation, self-inquiry, emergency assistance, travel complaints, travel agency reservation, tourist souvenirs exhibition and so on will be formed, so as to facilitate individual tourists to travel by themselves.

(3) Tourist transportation facilities

Accelerate the construction of tourist docks and marine sports bases and improve the transportation network. Improve the roads in scenic spots, and build parking lots suitable for large-scale tourism teams in major tourist attractions, commercial areas and tourist distribution centers; In the newly-built tourist attractions (spots), an ecological parking lot suitable for the reception scale will be built.

(4) Tourist public toilets

In major tourist areas, commercial areas and tourist distribution centers, a number of tourist public toilets and urban public toilets are planned to be built and renovated every year; Upgrade the public toilets in commercial and public facilities; The construction of public toilets will be included in the assessment index of urban and scenic area management, and the tourist toilets in tourist areas (spots) will meet the quality grade standards of national tourist areas (spots).

(5) Tourism services

1. Travel agencies: strengthen the management and guidance of travel agencies and improve their management level, service quality and reception capacity; Through attracting investment, restructuring, restructuring and grafting, we will promote the scale, collectivization and networking construction of travel agencies, cultivate tourism enterprises with large scale and strength, and enhance the market competitiveness of travel agencies.

2. Tourist accommodation: according to the demand of tourist market, build and transform a number of high and middle-grade tourist hotels, actively develop economic tourist hotels, and improve the overall reception capacity and management service level; Introduce the standards and sales service network of the World Youth Hostel Organization, and build and transform affordable youth hotels and seasonal family hotels; Appropriate development of tourist holiday camps and motels.

3. Tourism catering: While inheriting and promoting Qilu's food culture, actively develop Qingdao's distinctive cuisines and introduce and popularize various cuisines that meet different tastes of tourists; Encourage the development of local snacks, develop characteristic tourist food street and chain operation of characteristic food brands, form the characteristics of local tourist restaurants, enrich the varieties of tourist catering and improve the quality of catering services.

4. Tourist vehicles: According to the requirements of specialization, socialization and scale, integrate social resources and develop sightseeing buses and tourist vehicles. Increase the number of scenic spot buses and city sightseeing buses, and gradually promote the use of environmentally friendly tour buses in major scenic spots and tourist routes. Equipped with cruise ships with complete functions such as maritime sightseeing, catering and entertainment, and built maritime tourism facilities to meet the needs of maritime tourism.

5. Tourism shopping: Improve the shopping environment, standardize the market order, protect tourists' rights and interests, and facilitate tourists' shopping and consumption. Strengthen the cultivation of tourism commodity market, set up tourist souvenir counters in major scenic spots, and set up characteristic streets and shops of tourism commodities in urban areas and major tourist areas to promote the sales of tourism commodities. Encourage the development of tourism commodities with distinctive local characteristics and scenic spots.

6. Tourism, culture and entertainment activities

Construct cultural squares, cultural supermarkets, concert halls, song and dance theaters, etc. that are suitable for modern international cities in urban areas; Integrate urban cultural resources and open up special museums and memorial halls with various characteristics; Transform and build new cultural, sports and entertainment facilities; Actively develop distinctive and noble tourism and entertainment activities suitable for citizens and tourists; Develop night tour projects that tourists love, establish and improve the night service network for tourists, and enrich the cultural and entertainment life of tourists at night.

V. Safeguard measures

(1) Strengthen the management of the tourism industry. By improving the system of tourism laws and regulations, carrying out joint law enforcement, strengthening the management of travel agencies, tour guides, tourist hotels, scenic spots and tourist vehicles according to law, standardizing the order of the tourism market, cracking down on "black cars" and "black guides", improving the tourism service quality of star-rated hotels, advocating honest management services, and creating excellent tourism brands; Give play to the self-discipline of trade associations and strengthen self-discipline and self-management. Actively promote the relevant national quality standards and international quality