In 222, it came to us with an indescribable mood. It seemed that the mountains and rivers remained the same, but everything changed that no one could tell.

Spain. It's cold in Madrid in the morning and evening, the sun is shining, and it's surprisingly hot at noon.

Although it was during the epidemic and it was Christmas, the Salamanca district was still full of people. In the pub on the street, I met Mr. Jia Yunfeng, an expert of the United Nations World Tourism Organization.

A glass of iced coke, some slices of ham and a bag of hanako, with a burning stove on the street behind it, is full of thoughts in a warm atmosphere, and we laugh constantly, which makes foreigners around who don't understand Chinese infected. I am glad that I met a famous brand planner and a mature cross-border artist, but more importantly, I met an interesting person.

I've been looking at loneliness all my life

Q: I heard that the annual trip to Spain is what you look forward to most. During your time in Madrid, you will always write a lot of words, which makes people fondle. Look at the time published on the website and friends circle, I feel that you hardly sleep. How to maintain this enthusiasm?

Jia: I found that I have no jet lag.

in 214, I experienced Europe deeply, took the late flight from Beijing, and when I arrived, it was just daytime here because of the 7-hour time difference, so I immediately made an appointment with my friends or went to work in the office. This is especially true when I go back to China. I fly to Spain in the morning and go to China in the morning. I put down my luggage and go to work immediately. My secret is to sleep when you want, think when you wake up, and everything will follow.

On long-distance flights, I often watch the suffocating darkness like ink knocking over soaked rice paper, and the overhead seat belt reminder light flashes like a light bean in the distant bathroom, and the flight time seems to be trapped. This kind of travel across the world has the flavor of emptiness. It burns silently around like a fire in winter, and I always feel my figure walking alone in the ice and snow.

In 216, I started my short life in Spain once or twice a year. Every morning, I got up before it was dark, dealt with those WeChat messages that China had to reply to, and began to meditate in the afternoon. Sleep when you are sleepy, and go out to walk in the street at night. Every alley is gorgeous and moving, and there are restaurants everywhere. All around you are Madrid people who are loud and excited all day long and keep a glass of wine. If you walk for a while, you will find a unique buyer's shop or small market. After walking 1, steps home, I watched the dark window again in one day, and the information in China was ready to move.

recently, I have found more and more that I am fighting with work and loneliness, and I am not willing to fight.

q: lonely? Seeing that you have been gathering with friends and laughing, do you use travel planning to overcome loneliness?

Jia: Yes, I am an only child. My parents are too busy at work. I went to junior high school and senior high school by myself, and I lived in school when I was very young.

At the weekend, my classmates all go home. I will fill orange soda with a thermos bottle, and I often feel lonely. My parents are out of town, and there are not many classmates and friends around me, and there are even fewer people to talk to. At this time, there are only two things to do, one is writing, and the other is traveling. At that time, I had discovered that travel could change my life, and this "change" was a change inspired by external forces.

I learned to observe the people in the street. I was fascinated by the two lovers who had quarreled and reconciled in the hot air of the snack bar, the monk who had just finished his morning class in the temple, the old man who had been reading a newspaper all day, and the girl who wandered in the field. Travelers have "three realms": the inferior is dissolute between mountains and rivers, and wherever he goes, someone visits here; The average person cares about mountains and rivers, cares about mountains and rivers, and cares about himself; The best person forgets between the mountains and rivers, and can reach the realm where things forget each other.

I learned to think and have an epiphany: the meaning of travel can be divided into curiosity, delight, mind-bending and enlightenment. Curiosity seekers' travel lies in sensory stimulation, those who delight in feelings lie in emotional needs, those who cultivate their hearts lie in psychological tempering, and those who enlighten the Tao lie in spiritual sublimation.

I learned the philosophy of travel. People think that "loneliness is a feeling and experience of subjective isolation and alienation from others or society, and it is the self-sealing of a person's living space and living state. Lonely people will live in a negative state without social groups." The process of traveling is to get rid of loneliness and establish a trust relationship with people around you (or establish your own trust system).

q: people's vision will always change at a turning point with what happens inadvertently on the road, which is the charm of the journey?

Jia: Traveling can help you to stop the daily routine and get rid of the ordinary and noisy life for a while. Facing strangers, listening to stories on the way, and being immersed in the scenery are even more an attitude towards life.

when I was in college, I had an irresistible impulse to go out and have a look. At the end of graduation, everyone went to look for a job, but I was attracted by Ai Wu's "Journey to the South". This book is full of gloomy life and pleasant natural poetry, which has been running through various contradictions. Stability and wandering, giving up and wandering, the author enthusiastically experienced a miserable life. He loves nature, and he loves life more.

I am deeply touched by Ai Wu's personal wandering activity. It is an extremely experienced, purposeless and utilitarian life experience, which enables the experiencer to blend in with the environment in a natural state, and to connect with the places he has passed and have feelings that he can't give up. The stories of unpredictable encounters, unforgettable smiles, long trips and frontiers are full of suspense and tension, which makes people fascinated. Because of his walking, he has an indelible and vivid personality.

I think tourism is people's walking in the space of will. By walking with will, they expand the scope of their own control and psychological energy. Travel is also a process of removing makeup. Take off all your outer packaging and return to your true self.

After I was 2 years old, every winter and summer vacation was my departure time. When I traveled all over Yunnan-Guizhou Plateau for 7 days, I realized that traveling was to see myself with reference. People are on the journey, but also on the edge of your world, pulling the net of your sight to the distance and then to the distance.

most importantly, travel has become a good medicine in life, which has cured my loneliness and my feelings that have gradually become indifferent on weekdays and given me the courage to pay attention to myself. Tourism increases the experience of life and the freedom of mind, and eliminates the utility and fatigue of reality.

q: according to you, it sounds to me that traveling is also a kind of practice?

Jia: that's right. The process of traveling is meditation in a sense. Zen is Buddha's nature, everyone can participate in Zen, and Zen is not a monk's patent. Different cultures will have different forms of expression. The more you travel, the more humble you will become, and with humility, you will really enter different cultures.

Many years later, when I was planning the Expo in Daigakuji, Yixing, I met Master Xing Yun. His "365 Days of Travel Zen" said that travel is practical life, which contains an invisible energy.

Travel is a process that inspires us to think and explore, because there is room for imagination, the most sincere, pure, beautiful, humble and sincere human spirit, and the most precious and brilliant human spirit from ancient times to the present.

q: it is better to bloom in action than to wither in waiting. What kind of people are real travelers?

Jia: A true traveler must be a wanderer, experiencing the pleasure, temptation and adventure of a wanderer. A good traveler doesn't know where he is going, and even better, he doesn't even know where he came from. He even forgets his name.

people, coming from the bustling road, are riddled with holes in their hearts, smiling shallowly and walking alone. Soul and loneliness meet unexpectedly, and they look at each other with deep affection. Suddenly, the long joy is dizzy with infinite mountains and rivers.

The back of the city is lonely.

Q: We all know that you should be a professional traveler after driving across 35 countries in 7 days. Why did you suddenly think of marketing the city?

Jia: All the work I do is cross-border to others, and it is in the same strain to me. I am well versed in innovative marketing, and I am eager for new things. When I find beauty on my trip, I also find that there are so many good places without brands, and I have a desire to market them.

I started driving at the age of 3, and the first car I bought was Santana 99 Rookie. I remember taking a broken plastic bag with hundreds of thousands of cash to buy a car. When I brought it back, I was so excited that I couldn't wait to sleep in it.

I traveled between cities all over the country and began to understand the different cultures and lives of different cities. Many cities are becoming "cities without three things" in the process of rapid urbanization, with no bright spots, no emotions and no fun. There is an oversupply of homogenization and too little research on demand side.

when I wake up every day, the first thing I do is ask myself: which city are you in today? Pushing open the window, all the same streets, the same houses and the same sky make me often wonder where I am.

q: urban development starts with planning, which can be read all over. Many cities are confused in positioning, and there is vacillation and lazy plagiarism behind them. How to solve this?

Jia: The respect of a city depends not only on the piling up of large projects and buildings, but also on the preservation of a unique aboriginal life. The inheritance of intangible cultural heritage and the pervasive atmosphere of the city are all decisive factors. Many governments ignore long-term planning for sustainable development because they can't wait. In a major historical period, it is not only your choice that tests you, but also your normal heart and confidence.

While we are talking about the "rich second generation", "elite", "free trade zone" and "urban agglomeration", we should also clearly know that all the cities outside the Sixth Ring Road are county towns, and those who are disadvantaged are the real majority in China. Generally speaking, China has two markets, one is a middle-income market and the other is a huge sinking consumer market. Therefore, we should push backwards from the market point of view and carry out the positioning and planning of the city.

q: what do you think of the "internationalization" that is being talked about everywhere in the city?

Jia: China is always trying to catch up with Shenzhen like Shanghai. In fact, under the background of "Belt and Road", perhaps "looking west" and looking to the world is the hope.

to communicate with the world is to build your own ideological system in communication. When China publicizes to the world, it is necessary to find the same channel, and mutual recognition is the premise, otherwise it is all self-entertainment. Great changes in world relations, industrial upgrading, and business model have had a great impact on urban development and the integration of cultural tourism, which is both a danger and an opportunity for the city to face.

Good food is a good medicine to cure loneliness

Jia: Yes, I published five new books in 221, which happened to be five blessings. I called it "Fu Lu Shou Xi Cai" as a gift for 222. Food is the easiest industry for cities to break through.

China people can describe everything by eating. Work is called rice bowl, dismissal is called firing, jealousy is called jealousy, taking advantage is called eating tofu, being sued is called taking a lawsuit, taking a commission is called taking kickbacks, and being rejected is called being rejected. According to the holiday travel data released by Ctrip recently, snacks, night markets, milk tea, punching cards and landmark buildings rank among the top 5 in the keyword search after . Food allows us to fully enjoy the sense of pleasure and reward brought by food, and through constant stimulation of the brain, we produce a hedonic hunger.

how much pleasure food can produce determines how much strength we can gain after leaving food to resist loneliness and anxiety behind. Food can relieve stress and awaken childhood memories, and it is also a cross-cultural social currency. In this era of anxiety, depression and uncertainty, food is a soothing agent of life and a thermometer of society.

q: that's a great statement! How to explore the food resources in different places and show the "local culture"?

Jia: I insist on "independent discovery and individual walking" when writing food. Searching for stories of people in delicious food in ordinary lanes and fields. Sometimes we wake up in the cold, the smoke on the street, the footsteps on the stone road, people whispering excitedly, the first bowl of delicious hot breakfast … every time we find it, it becomes the reason for coming back next time.

I think food is particularly important to women. Food records their actions, thoughts, satisfaction and sighs in their production. Their philosophy of survival and unique understanding of the world can be expressed metaphorically through food.

In our new book "Awakening Food in Ruzhou", the story of Ruzhou food is full of romance and affection. We try to use spiritual words and multimedia videos in Tik Tok and video websites to make these food stories and people in the stories solidify forever in books. This book about Ruzhou food will stimulate your taste buds at any time and send you a sincere call.

The book selects 34 exclusive discoveries in the streets and lanes, 34 short video clips, 34 wonderful life and entrepreneurship stories, 34 fascinating lifestyles and 34 most representative Ruzhou cuisines, and compiles the stories into the book. Whether it's non-legacy food or street snacks, whether it's a specialty restaurant or a star-rated hotel, there are both human feelings and manners and customs in the streets and lanes. Text, video and map are unveiled simultaneously for the first time!

Q: With the emergence of food consumption in online celebrity in recent years, I think food has evolved into a kind of identity, a new aesthetic style, and even a way to gain a sense of belonging in the community and a self-label.

Jia: Good food is a social artifact and also relieves stress. Resisting the lonely companion food, addictive behavior exposes the increasing psychological pressure of modern people. Food brand planning should focus on "three cards"-celebrity card, creative card and origin card; Read the "three-character classics" well-the original material "material" word classics, the original technology "skill" word classics, and the original flavor "taste" word classics.

Tell me what you eat, and I will know what kind of person you are, and what we feed the next generation today will show how high our cultural level is. In the future, we should think about food from the perspective of the sustainable development of the earth. The planning of food is a systematic natural education. The purpose of letting more people pull out the ingredients in the land, see the chickens and geese stocked in the valley, and see the mother's handiwork is to let the children know how the food came to us.

Planning is to turn loneliness into positivity, courage and unity

Q: "Establish a boundary for mountains and rivers, and spread the spirit for the countryside." Is your slogan, but also the direction of struggle, after the epidemic, how to adjust the development ideas?

Jia: all tempering is cultivation, and all transformation is creation. The future of literary travel must depend on the foresight of the pioneers.

the first is to find the market. Online celebrity's economy is to let us find our customers accurately and accurately.

the second is to create explosives. The important way is food, and night tour is also the core point of launching tourism explosive products.

the third is to form an industry. In the process of traveling, the role of tourists