Wenzhou will accelerate the construction of an international leisure and holiday tourism city from five aspects, namely, optimizing consumption scenes, enriching consumption supply, innovating business model, strengthening publicity and marketing, optimizing consumption environment, etc. Let's * * * look forward to Wenzhou's culture and tourism.
the Wenzhou municipal government issued the "work plan for the construction of national cultural and tourism consumption pilot cities in Wenzhou" (hereinafter referred to as the "work plan"). Accelerate the construction of an international leisure and holiday tourism city, and help our city to build a high-quality model for the development and construction of * * * and affluent demonstration areas.
The work plan aims at building a regional consumption center city of culture and tourism, focusing on building a "cultural highland" and a "new consumption highland", promoting the promotion of urban consumption energy level and cultural tourism consumption brand, giving a more prominent impetus to industrial development and social economy, and striving to achieve a new leap from a "pilot city" to a "demonstration city". We will achieve steady growth in the scale of cultural tourism consumption, iterative upgrading of cultural tourism consumption formats, and significant improvement in the cultural tourism consumption environment.
by 2123, the role of culture and tourism consumption in economic and social development will be further highlighted. The absolute number of overnight visitors in the city will reach about 31 million, the added value of the tourism industry will exceed 71 billion yuan, accounting for more than 8.5% of GDP, and the per capita cultural and entertainment expenditure will account for more than 6% of consumption expenditure. Relying on digital transformation, we will build urban cultural and tourism landmark clusters, cultivate new consumption, upgrade cultural tourism products and services, further optimize the public service and consumption structure, improve the market supervision system, and generally reach more than 95% satisfaction of the masses and tourists.
The work plan starts from five aspects: optimizing consumption scenes, enriching consumption supply, innovating business model, strengthening publicity and marketing, and optimizing consumption environment, and puts forward 19 specific measures: 11. Optimizing consumption scenes and building a cultural and tourism consumption cluster
Building a core cultural tourism consumption cluster
Taking Yandang Mountain Scenic Area and Liu Bowen Hometown Scenic Area as the core, loading cultural tourism consumption content and expanding consumption radiation. Relying on the commercial resources of the main city, through the construction of "building great beauty", especially "two lines and three films", we will lay out and cultivate new landmarks of cultural tourism consumption, such as Park Road, Wuma Street, Zen Street and Nantang Cultural Tourism Zone, so as to create five leading and exemplary Wenzhou "core cultural tourism consumption clusters" and promote the revival of "Millennium Ancient City".
Create a new scene of cultural tourism consumption with characteristics
Counties (cities, districts) will combine the regional superior resources to create no less than 1 cultural tourism consumption characteristic blocks, cultivate a number of cultural tourism consumption IP with the characteristics of * * *, and promote the cultural tourism consumption characteristic gathering and resource concentration. Cultivate and select about 51 cultural tourism consumption demonstration bases (blocks, scenic spots and shopping malls) and characteristic cultural tourism consumption demonstration points (stores). Encourage counties (cities, districts) with adjacent regions and connected transportation to complement each other in consumption, improve their influence and expand consumption. 12. Enrich consumption supply and improve the quality of cultural and tourism products
Anchor large projects to lead
Juli will build Jiangxinyu renovation and upgrading project, East China Grand Canyon Radon Spring Tourism Resort, Cangnan 168 Golden Coast Tourism Industry Belt, Yongjia Nanxi? A number of major tourism projects with rich cultural connotations, such as Yunshang Hot Spring Tourism Resort, Yongchang Ancient Town Cultural Tourism Development, wencheng county Tianhu Tourism Resort and Pingyang Ancient Aotou Production City Integration, have comprehensively enhanced the recognition of cultural tourism consumption.
improve the quality of tourism development
support qualified counties (cities, districts) to strive for national-level global tourism demonstration zones, Lucheng, Longwan, Ouhai, Yueqing and Ruian to strive for provincial-level global tourism demonstration zones, and coordinate five mountain counties such as Yongjia to build leisure resorts. Explore the "horse racing" mechanism of 4A-level scenic spots, and create 1-2 "future scenic spots" with obvious characteristics, rich formats and leading. Implement the five-year action plan of "micro-transformation and fine upgrading" of tourism, and complete the provincial pilot work of six pilot counties (districts) such as Dongtou, Yongjia, Wencheng, Pingyang, Cangnan and Taishun, and 13 individual pilot units such as nanxi river Scenic Area and Taishun Langqiao Radon Spring Provincial Tourism Resort. Promote the project of "a thousand villages, a hundred towns and ten cities into scenic spots" with cultural empowerment, complete the construction tasks of 31 scenic spots towns and 151 scenic spots villages (15 scenic spots at 3A level) in batches, build more than 2 scenic spots cities, and create a number of demonstration scenic spots villages at 3A level.
Create characteristic products
Make overall plans to promote the construction of the landscape poem road in Oujiang River, and join hands with Lishui City to create a boutique tour route of the landscape poem road. With the theme of "Thousands of Bowls in Hundreds of Counties and Ouwei Hundred Bowls", we will vigorously develop the "food+tourism" products. Excavate, protect and gather the brand resources of Wenzhou time-honored brands, and build a number of Wenzhou-specific cultural tourism commodity stores. Design and launch a number of personalized and fashionable cultural tourism consumer goods with Wenzhou characteristics, and launch the "Ou" cultural tourism gift.
Cultivate new growth points
Take the opportunity of the 111th anniversary of the founding of the Party, dig deep into the red resources such as the first conference site in Zhejiang Province, the vanguard militiawoman company of dongtou Memorial Hall and the former site of the 13th Army of the Chinese Workers and Peasants Red Army, and launch the red classic tourism product of "Oujiang Tide and Red Navigation". Take the opportunity of the football team and dragon boat race in Wenzhou Division of Hangzhou Asian Games in 2122 to create and launch Asian Games-themed tourism products and develop a new format of "ice and snow sports+tourism". Give full play to the advantages of industrial clusters and major industrial enterprises and develop a number of high-quality industrial tourism projects. Actively introduce well-known e-sports teams, clubs and event organizations to settle in Wenzhou, and develop "e-sports+tourism" featured products.
promote the digital reform of cultural tourism
connect the cultural tourism consumption service to the "urban brain", establish and improve the big data monitoring system of cultural tourism consumption operation, and improve the refined level of cultural tourism consumption management and service. Accelerate the intelligent upgrade of venues and consumer places for public travel, and improve the 5G coverage. Encourage cultural tourism enterprises and businesses to explore new modes of online creation, online experience, online communication and online consumption, introduce and develop 2-3 immersive cultural tourism consumption content based on digital technology, and promote a number of new scenes of digital cultural tourism consumption.
expand the consumption of festival activities
promote the introduction of high-end art resources at home and abroad, improve the quality of activities, and encourage well-known art festivals, music festivals and sports events at home and abroad to settle in Wenzhou. Expand and strengthen brand activities such as Wenzhou International Fashion and Cultural Industry Expo, Nanxi Cultural Tourism Festival, Wenzhou Intangible Cultural Heritage Shopping Festival, Love Wenzhou Self-driving Tourism on September 21, and Blue Lantern Market, and support counties (cities, districts) to hold brand performing arts activities such as nanxi river Music Festival, so as to create a world-class perennial venue and hotspot gathering place for cultural tourism consumption festivals. Take advantage of the World Summit of Young Scientists, the World Wenzhou People's Congress and other major urban activities to promote the development of cultural tourism products, enter the venue and enter the stadium, and strive to transform exhibitors, spectators and competitors into cultural tourism consumers, so as to maximize the spillover effect of cultural tourism consumption in major urban activities. 13. Innovate the business model, build a Wenzhou-specific cultural tourism product system
Increase the consumption of cultural tourism at night
Cultivate and develop the "moonlight economy", improve the international reputation of the iconic night landscapes such as Oujiang Light and Shadow Wharf, Impression Nantang and Jiangxinyu Light Show, create a number of Wenzhou-specific popular cultural and food plazas such as "Riverside Food Stalls", encourage qualified tourist attractions to carry out night tours, and further enhance the "Oujiang Night Tour". Encourage museums, libraries, exhibition halls and other public cultural service venues to extend their opening hours, and encourage urban study rooms to open 24 hours a day. Strive for 1 national night culture and tourism consumption gathering areas and 3 provincial night gathering areas.
Enhance the brand of "Qiaojiale" homestay
Give full play to Wenzhou's unique advantages as a national key hometown of overseas Chinese, build a brand of "Qiaojiale" homestay with Wenzhou recognition, develop sub-brand series of "Qiaojiale" such as "Haisu" and "Shejia", actively expand the format of "country+overseas Chinese culture+tourism+homestay", and make "Qiaojiale" a homestay. Accelerate the cultural implantation and theme creation of accommodation facilities, and launch a number of non-legacy characteristic hotel (homestays) to improve the service quality and artistic taste of reception facilities in hotels and restaurants as a whole.
promote the integration of cultural heritage and fashion consumption
implement the "cultural gene decoding" project, and empower the development of the cultural tourism industry by decoding about 261 most representative cultural elements, so as to create a new cultural tourism format with Wenzhou recognition. Develop a number of "national tide flash" fashion creative travel consumer products, and build a new platform for normalization linkage with scenic spots, high-star hotels and homestays. Support a number of new scenes of experiential and immersive cultural tourism consumption, and enlarge and strengthen brand new scenes such as "nanxi river Country Music Mandu", "Shangen Music Art Village" and "Definitely Walking".
Expand the incremental consumption of public places
Promote the construction of a high-quality carrier resource matrix of cultural tourism consumption space with Wenzhou Grand Theatre, Southeast Theater, Museum, public library, chain bookstores and other core cultural consumption outlets as the main body, embed the consumption space and functions of cultural tourism, and integrate services such as art exhibitions, book reading, cultural salons, light food and catering, so as to enhance the consumption carrying capacity of cultural tourism, as well as supporting facilities and service functions. A number of highly identified "cultural and creative markets of private museums" have been launched. 14. Strengthen publicity and marketing, expand the brand influence of cultural tourism consumption
Create the core brand image
Explore the unique urban endowment and characteristics of Wenzhou, focusing on the themes of history, landscape, business, festivals, fashion, food, etc. Create 11 "Ten Scenes of Industrial Tourism", "Ten Lines of Night Tour", "Ten Blocks of Wenchuang", "Ten Bases of Research", "Ten Boutiques of B&B", "Ten Scenes of Ouyue Cultural Tourism", "Ten Agglomerations in Villages", "Top Ten Network Punching Places" and "Top Ten Landmarks in Cities" and so on, and create a "Leading City for Night Travel Consumption"
carry out diversified publicity and marketing
strengthen cooperation with the head "OTA" platform, use big data to strengthen the analysis of tourists' consumption source areas, provide more diversified innovative products in a targeted manner, realize precise marketing, promote cooperation with e-commerce platforms, new media platforms and online celebrity Talent, and organize various new marketing promotion activities such as live broadcast with goods. Increase the intensity of "recruiting foreign tourists from travel agencies". Support the creation of excellent literary and artistic products with Wenzhou as the background, give play to the role of film and television and literary works in tourism promotion and marketing, strengthen the breadth and effectiveness of cultural communication, and tell the "Wenzhou story" well.
Strengthen regional interactive promotion
Organize and hold the "Yangtze River Delta Wenzhou Tourism Cooperation Purchasing Conference" to promote the mutual recognition and interoperability of the third generation social security cards in the Yangtze River Delta region, promote the Yangtze River Delta PASS cultural tourism consumption card project, and introduce more tourists from key cities in the region. Launched a series of tourist product lines of "Traveling to Wenzhou with Traffic". Actively build consumption projects in Zhejiang, Anhui, Fujian and Jiangxi National Eco-tourism Cooperation Zone. 15. Optimize the consumption environment and improve the satisfaction of culture and tourism consumption
Build a general platform for cultural tourism consumption services
Coordinate online and offline, integrate global resources, implement three-level linkage among cities, counties and enterprises, and build the brain of Wenzhou smart cultural tourism. The "e-Tour Wenzhou" information service platform will be built into the main entrance of Wenzhou cultural tourism consumption service, providing visitors with one-stop digital closed-loop experience services such as information service, reservation, social security card, self-help tour, virtual experience, live cloud broadcast and evaluation sharing.
improve inbound tourism services
improve foreign language traffic guidance on main roads entering the city and parking instructions in key scenic spots, and launch a series of "language barrier-free" demonstration international cultural tourism consumer products. Strengthen the convenient transfer of urban transportation such as airport, high-speed rail and light rail, buses, taxis, self-help car rental and self-driving, and improve the international service level of urban transportation. Make good use of the superior resources of Wenzhou people in the world, and rely on the strength of Wenzhou's hometown of overseas Chinese to attract the second and third generations of overseas Chinese to visit Wenzhou for tourism consumption. Optimize the mobile payment solutions for inbound tourists and improve the quality of overseas tourists' shopping experience.
Strengthen the efforts of cultural tourism to benefit the people
Organize a series of activities of "Cultural tourism consumption benefiting the people season", and encourage the measures of consumption benefiting the people, such as ticket reduction and exemption in scenic spots, free opening of scenic spots on weekends, preferential tickets for performances, bonus points and high-speed toll reduction and exemption. Timely launch promotional activities for the benefit of the people such as "travel coupons" and "staying in thousands of villages and staying in thousands of places" to encourage employees to take paid vacations. In principle, the city's primary and secondary school study tours, red education activities, staff recuperation, and cadre training are given priority in organizing within the city.
Optimize the consumer market environment
Encourage the government agencies, enterprises and institutions around the scenic spot to assist in providing parking facilities during the peak tourist season. Strengthen market supervision, promote comprehensive administrative law enforcement in the cultural tourism market, establish and improve the handling mechanism for complaints and reports on cultural tourism consumption, and severely crack down on illegal activities in the cultural tourism market. Establish and improve the standard system of cultural tourism industry, strengthen the promotion and application of standards, and promote the standardization and standardization of cultural tourism industry management. We will carry out the activities of establishing a "demonstration merchant of cultural tourism consumption" in Wenzhou, deepen the implementation of the "quality service plan", and comprehensively promote the enterprise's honest operation, quality service and satisfactory consumption.