From 2000 to 2009, the tourism festival has gradually matured from infancy, exploring a unique idea of "government-led, social participation and enterprise follow-up". From singleness to pluralism, from traditional projects to high-level and high-grade theme activities, from simple economic and trade activities to national participation, tourism festivals have flourished with the continuous development of the city.
With the success of each tourism festival, the mass, extensiveness, attraction, appeal and influence of this festival are also increasing. In 2005, the Three Gorges International Tourism Festival was rated as the top ten festivals with the greatest development potential in China by the International Festival Association, and in 2008, it was rated as the top ten prize of the first "China Festival" by the China National Culture Promotion Association and the Festival-Han Cooperation Council.
Sharpen a sword every ten years. As a traditional brand, Tourism Festival has become a bright spot in the process of promoting Yichang culture, promoting Yichang tourism, building a world famous hydropower tourism city, accelerating the construction of core cities in the eco-cultural tourism circle in western Hubei, and promoting the rapid and coordinated economic and social development of Yichang. "The Tourism Festival has become a hot stamping business card, an open window and a bridge of friendship in Yichang." Qu Peng, director of the Municipal Tourism Bureau, commented.
Enhance the city brand and integrate into the international stage.
Urban brand is becoming an important driving force for urban development. The conception and implementation of Dalian's "romantic city" and Hangzhou's "leisure capital" indicate that a number of brand cities with distinctive characteristics and strong comprehensive competitiveness are emerging and forming. Holding a tourism festival in Yichang every year is a strategic measure to focus on the grand goal of building a world famous hydropower tourism city, let the world know more about Yichang, and let Yichang accelerate its entry into the world. It is also a road to build a city brand that conforms to its own characteristics.
The theme of the second Yichang Three Gorges International Tourism Festival is "The Three Gorges lifts Yichang City and the world rises as a hydropower city". It is proposed for the first time that the fundamental purpose of the art festival is to build a city brand and improve Yichang's attention and influence at home and abroad.
The success of the Tourism Festival has made the news media focus on Yichang frequently. The organizing committee of the Tourism Festival held several press conferences in Beijing, Hong Kong and Wuhan. Mainstream news media such as People's Daily, Xinhua News Agency, CCTV, Economic Daily, China News Service, Hong Kong Commercial Daily and European Times and overseas news media gathered in Yichang for coverage. According to statistics, the Ninth Tourism Festival published more than 3,500 articles, which effectively promoted the "Golden Three Gorges" and "European Times". The reputation of "the world's hydropower capital, the power heart of China", "the Three Gorges lifts Yichang to become the world's rising hydropower capital", "the Three Gorges Project is located in Yichang, and the Gaoxia Pinghu has beautiful scenery" has spread all over the world.
In 2005, the Three Gorges International Tourism Festival was rated as one of the top ten festivals with the greatest development potential in China, which marked the formal integration of the Three Gorges International Tourism Festival in Yichang, China into the world festivals. It has built a platform for Yichang to go global, and initiated the contact and cooperation between Yichang and the World Tourism Organization (WTO) and the International Festival Association (IFEA).
Officials from the World Tourism Organization visited Yichang twice in 2000 and 2003 to attend the opening ceremony of the Tourism Festival. Mr. Steven, Chairman and CEO of the International Festival Association, sent congratulatory messages to several tourism festivals, and Mr. Zhang Wen, Vice Chairman of the International Festival Association in Asia, also visited Yichang many times.
Tourism Festival has become a window for the world to know about Yichang. Tourism Festival gathers people of different colors in Yichang and spreads the beauty of the Three Gorges to five continents. Thousands of foreign guests from 18 different countries and regions attended the opening ceremony of the fifth tourism festival, which was the largest number of foreign guests in previous tourism festivals. The 7th Tourism Festival has 650 foreign guests from 50 countries participating in the joyful parade at the opening ceremony, which is the largest number of overseas performers and countries participating in previous tourism festivals. The 6th Tourism Festival Economic and Trade Fair attracted overseas merchants from 17 countries and regions, including the United States. ...
Accelerate industrial development and drive economic engine.
Yichang is a famous tourist attraction, with rich tourism resources, including natural scenery, historical sites, modern engineering and national culture. How to transform resource advantage into development advantage? Qu Peng, director of the Municipal Tourism Bureau, believes that the tourism festival is the carrier of the integration of tourism resources and industrial factors, the opportunity to improve the quality of the team and the quality of service, and the driving force to promote the all-round development of tourism.
The holding of the Tourism Festival has accelerated the pace of Yichang's construction as a tourist destination city of the Three Gorges. At present, there are 49 important scenic spots (spots) open to the outside world in the city, including 5A 1 one, 4A 10, 3A 13, and 5 national industrial and agricultural tourism demonstration sites. Seven Yichang Three Gorges tourist shinkansen, including Gaoxia Pinghu Three Gorges Essence Tour, Shuang Ling Dam Tour, Two Dams and One Gorge Tour, Qingjiang Style Tour, Three Kingdoms Heritage Tour, Quyuan Zhaojun Shennong Tour and Yichang City Tour, have been launched, forming a variety of tourism products with ecological, sightseeing, holiday and business tourism characteristics.
Tourism Festival further integrates the six elements of tourism, improves the industrial quality and expands the industrial scale. There are 64 star-rated hotels in the city, including four-star hotels 10; Travel agency114; There are 267,000 employees in the tourism industry in the city. There are four foreign-related star cruise ships 14 and more than 400 luxury tourist vehicles registered in Yiying.
In 2000, 200 1 year and 2002, the city's reception of overseas tourists and foreign exchange earned by tourism maintained a high growth rate of 80% for three consecutive years, which was 6 times and 2 times the national and provincial average levels respectively. In 2008, the city received 9,922,500 domestic and foreign tourists, with a total tourism revenue of 6.5 billion yuan, equivalent to 6.3% of the city's GDP. The number of overseas tourists received continues to rank eighth among the prefecture-level tourist cities counted by the National Tourism Administration.
With the development of market economy, tourism festival is no longer a simple festival, but more and more commercialized, and its relationship with economy and trade has reached a perfect level. Tourism festivals have become a "carriage" to stimulate Yichang's economy.
Yichang Municipal Party Committee and Municipal Government has cultivated tourism as a pillar industry and power industry, put forward the goal of creating a world famous hydropower tourism city, and actively supported the development of tourism and the holding of festivals. In the past nine years, the tourism festival alone has directly invested 40 million yuan. Tourism Festival brings people, logistics, information and capital to Yichang, and brings huge business opportunities. The 9th Tourism Festival Investment Fair signed 3 13 investment projects, with a total investment of 42.6 billion yuan and direct tourism income of 654.38+0.8 billion yuan.
Strengthen regional ties and promote barrier-free environment in the circle
"Western Hubei Eco-cultural Tourism Circle" is an important strategic decision made by Hubei Provincial Party Committee and provincial government. Looking at this "circle", Yichang's scenic spots above 3A level account for 44.2%, tourist reception accounts for 23.4%, total tourism revenue accounts for 32.2%, and licensed tour guides account for nearly half of the province.
To this end, Yichang has made a scientific development orientation: seize the opportunity of building an eco-cultural tourism circle in western Hubei, and rely on the core brand of Three Gorges tourism to accelerate the development of Yichang into a core city in the eco-cultural tourism circle in western Hubei and a leading tourist in the Three Gorges.
Yichang took advantage of the opportunity and platform of holding a tourism festival to actively strengthen cooperation and integration with other cities and actively promote accessibility within the circle. In the 5th Tourism Festival, Yichang and Beijing invited overseas customs exhibition groups; All localities along the Three Gorges of the Yangtze River actively participated in the activities related to the Tourism Festival and launched the Three Gorges brand; Yichang, Shennongjia government and tourism bureau signed regional tourism economic cooperation agreements respectively; The member units of the Yangtze River Three Gorges Regional Tourism Development Association have formed the integration of knowledge and practice in Yichang, and the process of tourism integration in the Three Gorges region has been further accelerated.
In 2008, Yichang, Shiyan, Xiangfan, Jingzhou, Jingmen, Enshi and Shennongjia signed a tourism cooperation agreement among Hubei, which realized the docking of tourism enterprises, products, markets and festivals in the region and created a good environment for tourism development and festivals. In 2009, I attended the 2nd1Tourism City Cooperation Conference in Hohhot and signed a tourism cooperation agreement with Hohhot. The advantages of the Three Gorges and the grassland are complementary, and the hydropower capital and China Milk have won the cooperation.
Tourism Festival has become a bridge and link to carry out urban cooperation in western Hubei, and it has also become a booster for Yichang to build a core city in the eco-cultural tourism circle in western Hubei.
At the upcoming 10th Tourism Festival, the Western Hubei Tourism Development Cooperation Conference will be held in Yichang. By then, eight regions in western Hubei will develop business tourism, which will provide a better platform for Yichang to build a core city in the eco-cultural tourism circle in western Hubei, and further promote resource sharing, policy reciprocity, information exchange, transportation interconnection, mutual delivery of tourists and routes, which will not only better integrate similar resources, but also better display the characteristics of each region, make up for the shortcomings of each region, and maximize the advantages of resources.
The splendid Three Gorges International Tourism Festival in Yichang, China, and the Three Gorges International Tourism Festival in Yichang, China started in 2000 and is held in beautiful Yichang in late September every year. In 2005, China Yichang Three Gorges International Tourism Festival was rated as the top ten festivals with the most development potential in China by the International Festival Association (IFEA), and in 2008, it was rated as the top ten prize of the first "Celebrating China" by the Chinese Culture Promotion Association and the Festival Chinese Cooperation Council. China Yichang Three Gorges International Tourism Festival is hosted by National Tourism Administration and Hubei Provincial People's Government, and undertaken by China Three Gorges Project Development Corporation, Hubei Provincial Tourism Administration and Yichang Municipal People's Government.
The theme of the tourism festival is "Golden Three Gorges, Silver Dam, Green Yichang", "New Three Gorges, New Image, New Tourism" and "Romantic Tour of Hubei". The emblem is the tourist symbol of Yichang Three Gorges, and the mascot is Chinese sturgeon. The keynote of the event is a grand event for tourists and a festival for citizens; The overall requirements are grand, warm, safe, complete, unique, level and effective; The principle of holding festivals is "four highlights": highlighting the brand of Yichang Three Gorges city, optimizing the urban environment, highlighting the cultural color of festivals and highlighting the market-oriented mode of holding festivals. The significance of tourism festival: a grand event for tourists and a festival for citizens. China Yichang Three Gorges International Tourism Festival has been held for eight consecutive years, and each tourism festival has its own distinctive features. The first Tourism Festival built a bridge between Chongqing Tourism Distribution Center and the World Tourism Organization. Boris Tetikiri, the representative of the Secretary General of the World Tourism Organization, attended the film festival. He believes that "the Three Gorges International Tourism Festival is well organized, all the organizational activities are almost perfect, and the Three Gorges International Tourism Festival is world-class and unforgettable". For the first time, the second tourism festival combined the opening ceremony of the tourism festival with a large-scale concert, and implemented market-oriented operation, ensuring the complete success of the opening ceremony and large-scale concert, so that the general public can see the stars of Hong Kong, Taiwan and the mainland at their doorstep.
The third tourism festival put forward the new image of "Golden Three Gorges, Silver Dam and Green Yichang" for the first time, and further displayed the new image of urban tourism through the tourism festival. In 2003, China main venue celebrated world tourism day and the 4th Yichang Three Gorges International Tourism Festival in China was held in Yichang. September 27th, 2003 is the 24th world tourism day in the world and the 20th anniversary of China becoming a member of the World Tourism Organization. This festival is an unprecedented event after the Three Gorges Dam successfully achieved the three major goals of water storage, navigation and power generation, and the emergence of Gaoxia Pinghu. The opening ceremony was held in front of the Three Gorges Dam, in the middle of the New Three Gorges, and under Huangniuyan. With the Gaoxia Pinghu as the platform and the Three Gorges Dam as the background, the environmental installation was novel, warm, atmospheric and dynamic. This art festival will show the world an open Yichang and a developing Yichang. For the first time, the 5th Tourism Festival implemented the regional integration of Yichang, the capital, and the "Beijing International Tourism Culture Festival" interacted with the "China Yichang Three Gorges International Tourism Festival", and * * * invited overseas customs exhibition groups to participate in the festival activities in the two places. 18 exotic performance groups with different styles were presented to the public at home for the first time, which opened the eyes of Chinese and foreign tourists and Yichang citizens. At the 6th Tourism Festival, Steven, Chairman and CEO of the International Festival Association, sent a congratulatory message, which marked the first time that China Yichang Three Gorges International Tourism Festival was in line with international festivals. At the same time, overseas amorous feelings exhibition groups have continuously taken to the streets of Yichang and entered Yichang Scenic Area, bringing rich exotic customs to Yichang, and the joyful parade has become the expectation of Yichang citizens every year. The 7th Tourism Festival has created two things: First, overseas tourists, performance teams, the number of floats and the scale of cast members are the highest in previous tourism festivals. The Opening Ceremony and Happy Parade * * * has 50 squares, 16 floats, with more than 3,600 people, including 650 overseas folk performers from 55 countries, overseas folk performance groups and tourist floats from 4 provinces and cities, and the Three Gorges folk performance groups and tourist floats with the participation of various counties, cities, municipal departments and enterprises. Second, the number and types of fireworks in the fireworks show are the most in previous tourism festivals. Fireworks party * * * set off 2 1000 fireworks, and the number of fireworks in high schools increased to nearly 10,000. The 8th Tourism Festival highlights the Olympic theme of "Beijing Olympics, Yichang Tour". During the joyful parade at the opening ceremony, under the guidance of the Olympic flag and the tourist festival flag, the Olympic Fuwa and the mascot of the tourist festival went hand in hand. The colorful fan dance of 200 people showed the Olympic rings and the "2008" shape, and the flower-inspired, waist-inspired, Bashan dance, aerobics and Wudang Kung Fu performances showed Yichang's national fitness style. BOCOG city leaders were invited to attend the opening ceremony, and many overseas amorous feelings exhibition groups came from the host city of the Olympic Games, demonstrating the concept of Yichang interacting with Beijing and traveling with Olympic counterparts.
Enhance the city brand and integrate into the international stage.
Tourism Festival has become a golden business card, an open window and a bridge of friendship in Yichang, which has accelerated the promotion of Yichang's city brand and promoted Yichang's integration into the international stage. Tourism Festival makes the news media focus on Yichang frequently. The organizing committee of the Tourism Festival held several press conferences in Beijing, Hong Kong and Wuhan. Mainstream media such as People's Daily, Xinhua News Agency, China News Service, CCTV, china national radio, Economic Daily, Guangming Daily, Hong Kong Commercial Daily and European Times gathered in Yichang for coverage. The 8th Tourism Festival published more than 3000 articles. The World Yingba City Forum, China Yichang Three Gorges Tourism Wealth Forum, China Netizen Tourism Festival New Three Gorges Ten Scenes Selection, China Netizen Tourism Festival Yichang Three Gorges Tourism National Network Puzzle Competition, International Forum on Event Tourism and Destination Construction Management, Festival Innovation and Tourism Development Forum and other activities held by the Tourism Festival are very influential, which have promoted the shaping of urban brands such as "Golden Three Gorges, Yinba, Green Yichang", "World Hydropower Capital, China Power Heart" and "Three Gorges Hand in Hand Yichang". The Tourism Festival has built a platform for Yichang to go global. The festival initiated the contact and cooperation between Yichang and the World Tourism Organization (WTO) and the International Arts Festival Association (IFEA). Officials from the World Tourism Organization visited Yichang twice in 2000 and 2003 to attend the opening ceremony of the Tourism Festival. Mr Steven, President and CEO of the International Festival Association, sent a congratulatory message to the 6th Tourism Festival. Mr. Zhang Wen, Vice President of Asia International Festival Association, visited Yichang. Tourism Festival has become a window for the world to know about Yichang. Tourism Festival gathers people of different colors in Yichang and spreads the beauty of the Three Gorges to five continents. Thousands of foreign guests from 18 different countries and regions attended the opening ceremony of the fifth tourism festival and the World Linqu Urban Development Forum, which was the largest number of foreign guests in previous tourism festivals. The 7th Tourism Festival has 650 foreign guests from 50 countries participating in the joyful parade at the opening ceremony, which is the largest number of overseas performers and countries participating in previous tourism festivals. The 6th Tourism Festival Economic and Trade Fair attracted overseas merchants from the United States and other 17 countries and regions. Representatives of the World Tourism Organization and international festival associations, politicians from more than 40 countries, important merchants, experts and scholars, Chinese businessmen and overseas customs performers gathered in Yichang. Tourism Festival makes Yichang go to the world and Yichang go to the world.
Stimulate economic development and enrich citizens' lives
Yichang Municipal Party Committee and Municipal Government has cultivated the tourism industry into a pillar industry and a power industry, put forward the goal of creating an international tourist destination city of the Three Gorges and a world famous hydropower tourist city, and actively supported the development of tourism and the holding of festivals. In the past eight years, more than 37 million yuan has been directly invested in the tourism festival alone. Tourism Festival brings people, logistics, information and capital to Yichang, and brings huge business opportunities. The 8th Tourism Festival Investment Fair signed 283 investment projects, with a total investment of 32.4 billion yuan and direct tourism income of 65.438+64 billion yuan. The tourism festival adopts a market-oriented operation mode to raise funds, and through the forms of title, auction of advertising rights, designated products, joint activities, etc., it attracts large groups such as the Yangtze River Three Gorges Tourism Development Company, the Three Gorges Tour Group, Gezhouba Group, Junyao Group, Daohuaxiang Group, Taijiang Real Estate Company, Meeting Point Investment Company and Yidu Oriental Sunshine Company to join in the sponsorship. Tourism Festival promotes the development of the tertiary industry such as transportation, commercial retail, social catering, entertainment and leisure. Tourism Festival is a grand event for tourists and a festival for citizens. The 8th Tourism Festival * * * held nearly 100 activities, such as opening ceremony parade, fireworks display, Three Gorges Food Festival, Three Gorges Stone Exhibition, calligraphy, art exhibition, photography exhibition, square cultural performance and so on. All festival activities are open to the masses. Tourism Festival improves citizens' life quality and enriches citizens' cultural life.
Beautifying the urban environment and promoting the success of each session of the "Three Cities Together" tourism festival is a great review and promotion of Yichang's urban construction and management level, the quality of citizens' civilization and urban environmental sanitation. From the eight consecutive tourism festivals held in Yichang City to the "Three Cities Together" in recent years, Yichang City has successively implemented urban green space construction and "Big Trees Entering the City" project, "Green and Bright" project, night lighting project, sewage treatment project, Jiang Yan Road extension project, blackening reconstruction project of urban main roads, commercial pedestrian street project, urban commercial leisure area construction project, streets and lanes, farmers' market, "seven small shops" urban-rural fringe environmental sanitation renovation project, civic civilization quality education project, "clear water and blue sky" Yichang city construction and.
Create a good environment and accelerate the development of tourism.
Tourism Festival is the carrier of the integration of tourism resources and industrial factors, the opportunity to improve the quality of the team and the quality of service, and the driving force to promote the comprehensive and rapid development of tourism.
Promoted the construction of tourist destinations.
Yichang is a famous tourist attraction, with rich tourism resources, including natural scenery, historical sites, modern engineering and national culture. The holding of the Tourism Festival has accelerated the pace of Yichang's construction of the Three Gorges International Tourism City. At present, there are 49 important scenic spots (spots) in the city, including 1 national scenic spot, 9 national scenic spots and 13 national industrial and agricultural tourism demonstration spots. Seven Yichang Three Gorges tourist shinkansen, including Gaoxia Pinghu Three Gorges Essence Tour, Shuang Ling Around Dam Tour, Two Dams and One Gorge Tour, Qingjiang Style Tour, Three Kingdoms Heritage Tour, Qu Yuan Zhaojun Shennong Tour and Yichang City Tour, have been launched in the whole city, forming a variety of tourism products such as eco-tourism, sightseeing tour, holiday tour and business tour, laying a solid foundation for creating the Three Gorges international tourist destination city.
Accelerate the development of tourism.
Tourism Festival further integrates the six major elements of tourism (food, housing, transportation, travel, shopping and entertainment), improves the quality of the industry and expands the scale of the industry. There are 65 star-rated hotels in the city, including four-star hotels 10 and 29 three-star hotels. Travel agencies 1 14, including international travel agencies 1 1; There are 14 star cruise ships and more than 400 luxury coaches. 2,090 registered tour guides; There are 267,000 tourism professionals. In 2000, 200 1 year and 2002, the city's reception of overseas tourists and foreign exchange earned by tourism maintained a high growth rate of 80% for three consecutive years, which was 6 times and 2 times the national and provincial average levels respectively. During the Tenth Five-Year Plan period, the city received 1.078 million inbound tourists, an increase of1.04 times compared with the ninth five-year plan period, and earned 222 million US dollars, an increase of 1.27 times. It received 37.04 million domestic tourists, an increase of 7 1%, and the domestic tourism income was 265.438+73 million yuan, an increase of 65%. The total tourism revenue was 23.57 billion yuan, an increase of 69%. The main tourism economic indicators in Hubei province are second only to Wuhan, ranking first in all cities and States in the province. In 2007, the city received domestic and foreign tourists 1034 1 10,000 person-times, achieving a total tourism revenue of 7.233 billion yuan; Among them, it received 340,500 overseas tourists and earned 6,365,438 US dollars+0,540 yuan. The total tourism revenue is equivalent to 8.8% of GDP, and the number of overseas tourists received continues to rank eighth among the prefecture-level tourist cities counted by the National Tourism Administration.
Expand the tourism market.
In conjunction with the Tourism Festival, Yichang continues to promote the city's tourism image on CCTV; Organized Yichang trip of the top 100 national travel agencies for many times; Yichang Three Gorges Tourist Float is divided into four roads: East China, North China, Northwest China and South China, with a journey of nearly 30,000 kilometers, and enters 32 cities in 15 provinces (municipalities). Go to Hong Kong, Europe and America to promote and explore the international tourist market. The festival received a positive response from the market. In 2006, the source countries of more than 65,438+00 countries increased year by year. Overseas tourists are mainly European and American guests, and the Hong Kong, Macao and Taiwan markets are growing rapidly. In the domestic tourism market, tourists from 20 provinces and cities increased, and the markets in North China and East China became the main tourist destinations. The 7th Tourism Festival directly attracted nearly 5.3 million tourists. Chinese and foreign tourists walked into Yichang, visited the Three Gorges and experienced the festival.
Create a good tourism environment.
First, a big tourism development pattern has been formed. In accordance with the requirements of "government-led, departmental cooperation, enterprise main body and social participation", the city took the tourism festival as an opportunity to hold a large-scale tourism festival and a large-scale tourism festival, initially forming a pattern of big tourism, big market, big industry and big development. The second is to optimize the order of the tourism market. Around the festival activities, tourism, public security, industry and commerce, transportation, health, price, technical supervision and other departments jointly carry out special rectification of the tourism market, manage tourism according to law, create a good environment for tourism development, promote the integrity management and quality service of the city's tourism industry, improve the quality and level of tourism professionals, and continuously improve the satisfaction rate of tourists in Lion. The third is to strengthen regional tourism cooperation. Tourism Festival is a bridge and link to carry out regional tourism cooperation. In the 5th Tourism Festival, Yichang and Beijing invited overseas customs exhibition groups; All localities along the Three Gorges of the Yangtze River actively participated in the activities related to the Tourism Festival and created the Three Gorges brand. Yichang, Shennongjia government and tourism bureau signed regional tourism economic cooperation agreements respectively; The member units of the Yangtze River Three Gorges Regional Tourism Development Association have formed the integration of knowledge and practice in Yichang, and the process of tourism integration in the Three Gorges region has been further accelerated. In 2008, seven cities of Yichang, Shiyan, Xiangfan, Jingzhou, Jingmen, Enshi and Shennongjia signed a tourism cooperation agreement among Hubei, one river and two mountains, launched ten boutique routes of "Hubei 123 Tourism", actively supported and participated in the China Yichang Three Gorges International Tourism Festival, realized the docking of tourism enterprises, products, markets and festivals in the region, and created a good tourism.