During the Twelfth Five-Year Plan period, the main tasks of the city's tourism development are: optimizing the spatial pattern of tourism development, promoting the transformation and upgrading of tourism products, strengthening the publicity and marketing of the tourism market, improving the tourism industry system, enhancing the competitiveness of tourism enterprises, promoting the construction of tourism talents, and promoting the protection of tourism resources and environment.
(1) Optimize the spatial pattern of tourism development.
give prominence to urban tourism in the main city and the creation of fine scenic spots, promote the in-depth development of regional tourism, realize the spatial expansion and relative balance of tourism industry development, build the "one-hour economic circle" into a "landscape urban tourism area", and build the "two wings" into the "Three Gorges International Golden Tourism Belt" and the "Southeast Chongqing Folk Eco-tourism Belt" respectively, and build a spatial pattern of tourism development with one area and two belts.
1. Take the city with the suburbs, and speed up the construction of a "landscape urban tourist area".
further clarify the core position of the main urban area in the city's tourism development, enhance its functions of leisure and entertainment, tourism distribution and public service, vigorously develop urban tourism, and build it into an international tourist city that integrates mountain city, river city and city that never sleeps. Relying on the favorable tourist market foundation and strong tourism distribution capacity, we will strengthen the radiation-driven role of the main city and promote the multi-level, multi-level and multi-type tourist destinations of the "one-hour economic circle" to develop together. Create a recreation belt in the central city represented by Nanshan, Jinyun Mountain, Gele Mountain and Zhongliang Mountain, and a leisure and holiday belt around the main city represented by hot springs, lakes, islands and forests in Jiulongpo, Dadukou, Shapingba, Banan, Fuling, Nan 'an, Yubei, Beibei, Changshou, Bishan and Jiangjin. The tourism and holiday belts in the outer suburbs, represented by Tongnan Big Buddha Temple, Jiangjin Simian Mountain, Qijiang Gujian Mountain, Nanchuan Jinfo Mountain, Wansheng Black Valley, Yongchuan Chashan Bamboo Sea and Fuling Wuling Mountain, promote the construction of Hechuan Fishing Town and the extension of Dazu Stone Carvings, and promote the "Landscape Urban Tourism Area" to become an internationally renowned tourist destination, an important national tourist distribution center and the main carrier of western tourist highlands.
2. Actively build the "Three Gorges International Golden Tourism Belt" with lines and areas.
actively develop cruise yacht tourism, deepen the development of geological and geomorphological sightseeing, ecological leisure and historical and cultural tourism, highlight the highlights of the Little Three Gorges, Baidicheng, Tiankeng Ground Fissure, Baiheliang, Famous Mountain, Zhangfei Temple, Longgang, Shi Baozhai, Citrus City, Hongchiba and Xituo, strengthen the integrated utilization of tourism resources in the Three Gorges, and enhance the tourism brand of the Three Gorges of the Yangtze River. Dig deep into the cultural resources of the Three Gorges, step up the construction of extended scenic spots along the Yangtze River, enhance the tourism distribution function of Wanzhou, create the "Golden Triangle" of Wushan, Fengjie and Wuxi tourism, promote the development of tourist destinations in the hinterland of the reservoir area, and build the "Northeast Wing of Chongqing" into an international golden tourist belt of the Three Gorges of the Yangtze River with outstanding brands and rich products.
3. Speed up the construction of "Folk Eco-tourism Belt in Southeast Chongqing".
relying on Wulong world natural heritage, do a good job in resource and environmental protection, increase marketing efforts, speed up the construction of fine scenic spots such as Tianshengsanchuan, fairy mountain, Furong River, Nantianhu and Wuling Mountain, and improve the leisure and entertainment projects in fairy mountain, so as to form a domestic first-class tourist destination with complete functions and promote the tourism development in surrounding areas. Relying on the brand of Wujiang Gallery, we will strengthen the overall planning of tourism in counties (autonomous counties) such as Pengshui, Qianjiang, Youyang, Xiushan and Shizhu, promote the integrated development of tourism resources, speed up the development of scenic zones in the main stream of Wujiang, Ayi River, Apengjiang River and Youshui River, promote the construction of a number of ancient towns such as Qianjiang Lishui and Youyang Gongtan Ancient Town, and actively develop Pengshui Mowei Mountain and Anzi Miao Village. Comprehensively enhance the influence and competitiveness of tourism in southeast Chongqing, and build "Southeast Wing of Chongqing" into "Folk Eco-tourism Belt in Southeast Chongqing", which has become an important growth pole of Chongqing tourism.
4. build a multi-level, multi-functional and full-coverage tourism distribution center system.
establish the main urban area as the first-level tourism distribution center, undertake the functions of "mountain and water urban tourism area" and the city's tourism distribution center, and at the same time expand the radiation scope in the western region of China and build the western tourism portal. Establish Wanzhou District, Fuling District and Qianjiang District as the second-level tourism distribution centers, build Wanzhou District into an external tourism hub city in the Three Gorges reservoir area and a major tourism distribution center in northeast Chongqing, build Fuling District into an important hub connecting "one area and two belts", and build Qianjiang District into a major tourism distribution center in southeast Chongqing and a gateway hub in Dawuling Mountain area. Establish a third-level tourism distribution center relying on regional central cities and tourist hotspot towns, speed up infrastructure construction, improve supporting services, and give play to the tourism distribution function of relevant regions.
5. Strengthen regional tourism cooperation inside and outside the city.
combine the advantages of tourism resources, location and industry of counties (autonomous counties) to promote the development of tourism dislocation in counties (autonomous counties) and develop a number of counties with strong tourism areas. Strengthen the open cooperation of tourism in counties (autonomous counties), break the situation of regional blockade and market segmentation, promote the overall package development and operation of adjacent scenic spots, establish an open, unified, competitive and orderly * * * market, realize complementary advantages and enjoy benefits * * *. Encourage the implementation of the joint ticket system for tourism connection. Strengthen the traffic links within the "one-hour economic circle" and between various regions and the "one-hour economic circle", strengthen the cross-regional tourism development cooperation between northeast and southeast Chongqing, and build a number of new tourism links. Give full play to Chongqing's role as an important growth pole in the western region and the economic center in the upper reaches of the Yangtze River, comprehensively deepen cross-provincial (autonomous regions and municipalities) cooperation, and build a number of cross-regional tourism products. Join hands with Hubei to achieve unified planning, unified marketing and unified law enforcement for the tourism development of the Three Gorges of the Yangtze River, and strive for the state to introduce policies and measures to support the tourism development of the Three Gorges of the Yangtze River. Strengthen cooperation in key regions such as the Western Triangle, the Chongqing-Sichuan-Guizhou Golden Triangle, the Chengdu-Chongqing Economic Zone, and the Wuling Mountain Economic Cooperation Zone, and * * * create regional tourism brands.
(2) promote the transformation and upgrading of tourism products.
guided by market demand, comprehensively upgrade tourism products, accelerate the development of leisure and holiday tourism products, actively develop special tourism products such as cruise ships and yachts, promote the diversification and compound development of tourism products, and promote the transformation and upgrading of tourism products.
1. comprehensively promote sightseeing.
based on the urban landscape with mountains and rivers, relying on the construction of "Five Chongqing" and "Ten People's Livelihood Projects", focusing on innovative measures and development highlights such as Liangjiang New District, public rental housing, anti-corruption education base, singing revolutionary songs, national defense education base and mountain city night view, we will strengthen the dynamic cultural connotation of the main urban landscape transformation and lighting upgrading project, implement overall packaging, highlight locality and times, and vigorously develop modern urban sightseeing.
focusing on the Three Gorges of the Yangtze River (Baidicheng and Little Three Gorges), Dazu Stone Carving, Tiansheng Sancha, Fishing City, Tiankeng Sewing and Baiheliang, we will further optimize the tourism environment, improve the supporting facilities, improve the service quality, enrich the cultural connotation, and create a number of internationally competitive natural and cultural tourism products.
Give full play to the advantages of the city's rich tourism resources and great potential for tourism development, highlight the characteristics of scenic spots, and accelerate the construction of tourist attractions in the Three Gorges reservoir area, such as wetlands, goddess peak, Shennvxi, Dachang ancient town, Jindaoxia, Black Valley, Taohuayuan, Ayi River, Thousand Weeds Field and Xuebaoshan.
2. accelerate the development of leisure and holiday tourism.
improve the "five directions and ten springs", speed up the construction of "one circle and hundreds of springs", promote the development of "two wings and many springs", enrich the cultural connotation of hot springs, promote the diversified utilization of hot spring resources, enhance the brand appeal of Chongqing "China Hot Springs Capital" and strive to build "World Hot Springs Capital". During the "Twelfth Five-Year Plan" period, the "Five Directions and Ten Springs" should generally strengthen the construction of cultural facilities, and at least two of them should establish regular convalescent hot springs that are integrated with sanatoriums.
combine the construction of "livable Chongqing" and "forest Chongqing", give full play to the advantages of Chongqing as the capital of food and shopping, and vigorously develop urban leisure and vacation. We will build a number of leisure and entertainment venues that meet the needs of ordinary people, basically form a park and green space system covering the whole city, vigorously develop a tourism and leisure complex that integrates shopping, food and entertainment, and promote the integrated development of tourism and leisure for urban and rural residents. Combined with the construction of new socialist countryside, improve the living environment in rural areas and promote the vigorous development of rural leisure and vacation.
relying on resources such as mountains, lakes, rivers, meadows and forests, and combining with the construction of "healthy Chongqing", we will vigorously develop health tourism and ecological leisure vacation. Promote the high-level construction of a number of destinations with leisure and holiday as their main functions, such as Jinfo Mountain, Mowei Mountain, Simian Mountain, Changshou Lake, Hanfeng Lake, Huang An Dam and Shizhu Huangshui.
adapt to the trend of leisure tourism activities, and enrich the leisure and holiday functions of traditional tourist attractions such as the Three Gorges of the Yangtze River, Dazu Stone Carving and Wulong fairy mountain.
3. Actively develop special tourism.
speed up the development of cruise yacht tourism. Accelerate the construction of tourist terminals in the main city and along the Yangtze River, encourage the upgrading of cruise tourism, speed up the upgrading of old ordinary cruise ships, support the development of high-end yachts, promote the construction of a number of yacht bases along the Three Gorges of the Yangtze River, and form a top cruise cluster, so that the Three Gorges of the Yangtze River will become the leading domestic cruise yacht tourism. Encourage the development of cruise ship yacht tourism in Wujiang and Apengjiang, and accelerate the construction of yacht bases at important nodes.
actively develop red tourism, historical and cultural tourism, folk culture tourism and rural experience tourism. Strengthen the development of red tourism resources, enrich the display means and experience content, organically combine red tourism with youth study, party member study and cadre education, and create a number of national and municipal red tourism classic scenic spots. Strengthen the development of various historical and cultural sites, celebrities' former residences and celebrities' traces, increase the development and utilization of modern cultural sites such as museums, and form a good humanistic atmosphere. Make full use of the advantages of folk culture, tap traditional business, traditional dance, traditional music and other cultural resources, intensify the integration and development, and promote the protection of folk culture with the development of folk tourism. Actively develop rural tourism that integrates eco-tourism and folk tourism, create distinctive and diversified tourism products, promote the transformation of rural tourism income from catering and accommodation income to comprehensive tourism income, realize the transformation and upgrading of rural tourism, and promote the income of farmers with "two wings" of 11,111 yuan.
vigorously develop business tourism. Build and improve business facilities, and build a number of business hotels with complete functions and professional services. Strengthen the connection and cooperation between tourism enterprises and various enterprises and institutions, establish a business tourism service network, and promote the professional operation of business tourism. Seize the opportunities such as the transformation of the main city and the construction of Yuelai International Convention and Exhibition City, improve the exhibition venues and facilities, and enhance the development level of the exhibition industry. Formulate the development plan of business exhibition tourism, introduce personalized customized products according to the characteristics of business tourism, improve comfort, safety and flexibility, build a modern business tourism industry system, and create a national business tourism demonstration zone.
standardize the development of golf tourism and theme park projects. Create an eco-leisure tourism destination featuring mountain golf, with world influence, first-class in China and leading in the west. Comply with the new trend of modern consumer demand and moderately develop large-scale theme park projects in accordance with the requirements of quality and differentiation.
4. Strengthen the construction of boutique tourist routes.
in view of the local market, focus on developing one-day tour and two-day tour routes, do a good job in traffic connection planning, strengthen market order management, and promote "Chongqing people traveling to Chongqing". In view of the long-distance market, strengthen cooperation between different tourist destinations, strengthen cooperation between tourist attractions and different types of tourism enterprises such as travel agencies and restaurants, and promote the development of tourist route products. Strive to include Hot Spring Capital, Dazu Stone Carving, Wulong Grand fairy mountain, Wujiang Gallery, Hechuan Fishing City, Tiankeng Ground Fissure, Simian Mountain and Jinfo Mountain in the national tourist routes.
(3) Strengthen the publicity and marketing of the tourism market.
according to the ideas of government-led, market operation, resource integration and innovative development, we will increase the investment and efforts in tourism marketing to comprehensively enhance Chongqing's tourism image.
1. integrate publicity and marketing resources.
establish the concept of grand tourism and group army, and integrate the publicity and marketing resources of all industries, counties (autonomous counties) and subjects to promote tourism publicity and marketing. Give full play to the leading role of municipal publicity and marketing funds, give a certain proportion of subsidies according to the actual expenditure of tourism publicity and marketing expenses from the publicity and marketing fund accounts of all districts and counties (autonomous counties), amplify the use effect of municipal publicity and marketing funds, and strive to integrate the city's tourism publicity and marketing funds to reach more than 1 billion yuan every year. According to the corporate operation mode, Chongqing Tourism Industry Development Company will become bigger and stronger. Strengthen cooperation with other regions and promote * * * marketing.
2. build a three-dimensional and all-round tourism promotion and marketing system.
build a tourism image system around the city's tourism theme slogan. Increase investment, focus on the city's theme tourism image and the Three Gorges of the Yangtze River (Three Gorges, Baidicheng), Dazu stone carvings, Tiankeng Sewing, Baiheliang, Fishing City and other tourism products for publicity and marketing, and start Chongqing's tourism brand. Improve the "Ten Ones" project of tourism promotion (one logo, one slogan, one map, one album, one song, one CD, one performance, one newspaper, one set of books and one website), accelerate the creation of "three platforms" (famous media promotion and marketing platform, celebrity promotion and marketing platform and famous festivals promotion and marketing platform), and comprehensively use television, newspapers and radio. Further deepen the strategic cooperation with the central, overseas and municipal mainstream media, and vigorously promote Chongqing tourism in concentrated time. Pay attention to the publicity effect, and rebuild the performance projects with poor market response to improve the quality. Set up the tourism column of Chongqing Satellite TV, and focus on building the brand of Chongqing tourism channel and Chongqing tourism broadcasting frequency. Broadcast the overall image advertisement of Chongqing tourism in the golden archives of CCTV, and focus on promoting 1-2 key scenic spots every year. Tourism promotion should be regarded as an important content in all large-scale activities, and outdoor public service advertising columns should be cut into pieces according to a certain proportion for tourism promotion. Encourage famous producers to shoot film and television dramas in Chongqing, and reward and promote outstanding film and television and literary works in Chongqing's customs and scenic spots.
3. Strengthen the tourism marketing.
Implement tourism consumption incentive measures to develop the local tourism market steadily. Take advantage of the opportunity of high-speed traffic development to strengthen the development of tourism markets in surrounding big cities such as Chengdu, Guiyang, Xi 'an and Wuhan, as well as the Yangtze River Delta, Pearl River Delta and Bohai Rim. Focusing on the construction of inland open highland, we will strive to improve the internationalization of tourist reception facilities and services and attract more international tourists. Implement the global marketing plan of tourist destinations and build an international tourism marketing network system. Set up offices in major tourist destinations outside the city. Carry out special tourism promotion and organize tourism promotion of important tourist sources at home and abroad for more than 11 times each year. Innovative tourism marketing methods, the establishment of tourism portals, timely release of tourism information.
4. enrich the activities of tourism festivals.
we will continue to organize key festivals such as China Western Tourism Industry Expo, China Three Gorges International Tourism Festival, and Chongqing Shanshui Urban Tourism Festival, and plan to launch the Hot Spring Capital Tourism Festival, so as to become a well-known tourism festival brand in China. Enhance the influence of festivals such as Dazu Stone Carving International Tourism and Culture Festival, and support the activities of "one district, county (autonomous county) and one festival". Actively bid for important international and domestic conferences. In-depth development of tourism theme year activities, targeted tourism promotion and marketing work.
(4) improve the tourism industry system.
around the development of tourism products and the construction of destinations.