"Three years in a row, the goal is only one: to connect with the World Expo, bigger Jiaxing tourism." Jiaxing Municipal Tourism Bureau Director Jin Qinlong especially like to use this set of figures to illustrate the significance of the activities: Shanghai World Expo will have 70 million domestic and foreign businessmen, visitors to Shanghai, of which the highest daily number of people will reach 2 million, 95% of the visitors from foreign provinces and cities have accommodation needs, 35% of the flow of 24.5 million people will continue to stay in the Yangtze River Delta region to visit, nearly 90% of the choice of Jiangsu, Zhejiang region. Nearly 90% of the visitors will choose Jiangsu, Zhejiang and other regions. The six-month-long huge passenger flow will bring direct economic stimulus to the scenic spots, hotels, restaurants, transportation and even leisure places around the Yangtze River Delta.
How to seize the 35% of the Expo visitors has become the main goal of Jiaxing to connect with Shanghai and expand Jiaxing's tourism market.
Connecting to the Expo, Jiaxing multi-pronged approach
"Shanghai is the main target customer of Jiaxing tourism market." The relevant person in charge of the Jiaxing Tourism Bureau told reporters that in 2008, for example, Shanghai accounted for about 40% of all tourist sources in the city. And will be opened on May 1, 2010 to welcome guests to the World Expo, so that the Shanghai in a particular moment can be directly expressed as a connection to the World Expo. The reason is very simple: the World Expo is an economic Olympics, seized the doorstep of the "Olympics", is to seize the Jiaxing tourism development and enhance the opportunity.
In fact, as early as 2004, Jiaxing tourism has been put forward "Shanghai, service Expo, into the Yangtze River Delta" strategic approach. First of all, from the tourism planning, take the initiative to participate in the Shanghai tourism committee led by the Yangtze River Delta tourism integration planning development; Secondly, from the creation of modern leisure catering to the Shanghai citizens of the tourism products to increase the attractiveness of Jiaxing tourism products to the Shanghai market. At present, with the Shanghai jointly developed "red trip", "Golden Nine trip" and other lines, become the fist product of the Shanghai tourism market.
In order to better understand the product positioning and demand for Expo tourism, over the past few years, the municipal tourism sector in the municipal party committee's unified arrangements, and actively send staff to the Shanghai tourism sector and the Expo Bureau of posting, exchanges, and the relevant districts in Shanghai, the tourism sector to form a pair. At the same time, to hire the relevant experts in Shanghai as a consultant to analyze the advantages of Jiaxing tourism resources, put forward the direction of development, for Jiaxing tourism pulse.
In addition to the traditional promotion activities and cooperation with travel agencies, this year, Jiaxing Tourism Bureau also tried to cooperate with the Shanghai Tourism Network, through the Shanghai Tourism Network's publicity, the direct organization of tourists to participate in the Moon River Dragon Boat Festival folk activities in Jiaxing.
Transportation advantages, so that the connecting space is bigger
Transportation is the infrastructure to achieve spatial displacement of tourism flows. Capture 24.5 million times the Expo visitors, Jiaxing's biggest advantage lies in the unique location advantages and transportation advantages. And such advantages in recent years has been translated into a set of real and a set of tourist sources.
Jin Qinlong told reporters that Jiaxing, as the earliest docking city of the Shanghai Tourism Distribution Center, from 1998 on the opening of Xitang, North and South Lake and other tourist routes. At present, such a tourist line docking has become one of the main channels of Jiaxing tourism source growth. It is understood that the opening of the 12 Shanghai tourism line car, *** counting to Jiaxing to deliver 600,000 tourists. This year, through the further contact with the Shanghai Tourism Distribution Center, from June, in addition to the original line, will be the new launch of the South Lake, Xitang through train, South Lake, Moon River, Wufangzhai one-day tour line, for the characteristics of the tourism festivals, traditional festivals and activities (long holidays) opened seasonal tourism line, to attract more Shanghai guests to Jiaxing sightseeing tour.
And on the 9th held "Jiaxing Shanghai tourism industry forum", Shanghai more than 20 major travel agencies related to the person in charge have repeatedly mentioned Jiaxing and Shanghai unique "city effect", especially the construction has begun, next year's National Day! Shanghai-Hangzhou high-speed railroad put into use on the eve of next year's National Day undoubtedly for Jiaxing to seize the Yangtze River Delta tourists add a lot of points. And more critical is that, in recent years, Shanghai series of urban areas, suburban counties and neighboring areas of the tourism line have been good development, for Shanghai and neighboring areas for each other as a source of passengers to provide a new transportation security. In this context, Jiaxing amplify transportation advantages, expand and Shanghai mutual source of space will be greater.
Outside the five colors, but also should be more distinctive
Through the efforts of the past few years, Jiaxing tourism in line with the World Expo has achieved remarkable results. At present, Jiaxing water city culture experience tour, Jiaxing taste fashion network type city (coastal leisure tour) has been formally included in the "Yangtze River Delta World Expo theme experience tour" demonstration point.
According to the framework agreement signed in 2007, Jiaxing's goal is to become a service base for the Shanghai World Expo. But to really achieve this goal, obviously there is still a lot of work to do: first of all, how to strengthen the integration of tourism resources, accelerate the city's key scenic spots upgrading and high-star tourist hotel construction. It is understood that the city's current tourism reception capacity and grade and the requirements of the Expo service base there is a gap.
Secondly, we should actively explore the construction of the Yangtze River Delta Jiaxing Expo Visitor Distribution Center, play the role of diversion and gathering tourists, a full range of docking services, as soon as possible to play the function of Jiaxing as the "Expo Tourism Promotions Yangtze River Delta workstation.
"Previously, the promotion of Jiaxing tourism to the Shanghai market is mainly focused on the various attractions, and now packaged into a unified 'five-color tourism', is a very good leap." In the day before yesterday's "Jiaxing Shanghai tourism industry plea", Shanghai Tourism Distribution Center Director Yao Weirong said that in recent years, Jiaxing one after another to develop new tourism projects, so that Jiaxing's "five-color tourism" in the Shanghai market called louder. At the same time, Yao Weirong also pointed out that the current Jiaxing tourism also need to strengthen the publicity investment, enhance the city tourism public **** service function.
More crucially, in terms of tourism products, in addition to the five colors, Jiaxing tourism can be more distinctive? In the day before yesterday's tourism seminar, a travel agency in Shanghai, the person in charge of the frankly admitted that, at present, Jiaxing in addition to the South Lake of the red tourism products because of its important position in the history of the Chinese revolution and irreplaceable, the other four colors of the product, such as ancient towns of the ancient color tourism, idyllic green tours, shopping, silver tours and other cities in the Yangtze River Delta tourism resources do not have a "! Not my own" uniqueness, how to take advantage of Jiaxing's unique humanities and historical heritage, the development of more distinctive tourism products, should be Jiaxing to attract visitors to the World Expo should be the place to work.