Lile and Le Shandong ｜ China Cultural Daily first version: anchor "walking in front, opening a new bureau" Shandong Shandong shaped a new advantage in the cultural tourism industry

On June 22, the first edition of the China Cultural Daily published an article "Anchor" Walking in front of the New Bureau "Shandong Shandong shaped the new advantage of the cultural tourism industry". The full text is as follows:

With the goal of shaping the new advantage of the cultural tourism industry, "Heroy Shandong" is accelerating the butterfly change. In recent years, the Shandong Cultural Tourism System anchor "walking in front, opening a new bureau", actively serving and integrating into a new development pattern, adherence to the general tone of the general progress of the work, and adherence to deepening the supply -side structural reform as the main line to meet the people to meet the people The new needs of the masses for tourism and leisure are the starting point, and through a series of innovations such as concepts, models, paths, etc., the high -quality development of cultural tourism formats is promoted. "Good guest Shandong" is showing a new era image with its strong quality and accurate focus on the market.

Strengthen innovation -driven, and iterate in changes in tourism products

Accelerating market cultivation and expanding the supply of high -quality cultural tourism products is an important focus of Shandong to promote the innovation and development of the cultural tourism industry.

On the eve of "May 1st" this year, the Shandong Provincial Department of Culture and Tourism, with the theme of "Enjoying Shandong Good Time", summarized 436 tourism products of the Cultural and Tourism Bureau of 16 cities in Shandong, and launched a copy of "enjoy micro vacation" and "enjoy enjoyment" The list of seven categories such as self -driving "self -driving" self -driving "local tourist lists and suburbs are available for tourists with new choices for leisure. In the past Dragon Boat Festival holiday, comprehensive data shows that new tourism formats such as camping homestays and commercial districts have become hot spots in the Shandong tourism market. Traveling methods such as forward travel, rural tourism, and self -driving tour are still the main.

Faced with the transformation and development of the tourism industry in the era of leisure vacation and comprehensive industry under the influence of the epidemic, Shandong has a good "first chess", promoting the supply side to seek new changes, and strive to make up for the lack of "high quality" and "deep experience" tourism products. Short board. In 2021, "Good Guest Shandong · Youpihui" released 4 types of "living in Shandong" products such as coastal vacation residents for traveling needs for living experts. Adapt to tourists at different groups and various levels. Focusing on the activities of "Her Hakka Shandong · Henden Conference" and "Winter Tour Qilu", earlier this year, Shandong released 12 ice and snow theme Spring Festival Golden Week sports tourism boutique lines, which not only connects hot spring health, homestay leisure and other winter travel resources, but also with sports with sports Fitness, photography punching, script killing and other niche tourism experiences combined with "ice and snow+" to help winter tourism heating up, and continuously inject high -quality content into the "HKKE Shandong" brand.

Focusing on the key field of "rural tourism", Shandong also launched a series of active measures. So far, Shandong has carried out two batches of scenic villages for two consecutive years. A number of villages such as Zhuquan Village, Zhinan County, Yinan County, Linyi City have realized the transformation from the village to the scenic area through the excavation of resources, cultivating business formats, and developing products. , Truly enjoy the dividend of tourism development. The Shandong Provincial Department of Culture and Tourism also gathered to create a "good time rural season" brand IP. Relying on the folk culture, farming culture, and local culture contained in the "twenty -four solar terms", the climbing festival, the opening of the sea festival, the opening of the sea festival, the opening of the sea, Music festivals and other key activities, enrich rural tourism specialty products, and cultivate rural tourism boutique lines.

Highlight the leadership of benefiting the people, and the quality of tourism and consumption quality

To cultivate new momentum of cultural tourism consumption, it is necessary to give full play to the role of financial support for the high -quality development of the cultural tourism industry, and make articles around the needs of the masses.

On June 2nd, the 6th Shandong Cultural and Tourism Consumption Season was officially launched. This is also the implementation of the Shandong Cultural Tourism System to implement the "Top Ten Innovation", "Top Ten Industry", "Top Ten Expansion Demand" in the provincial party committee and provincial government. A major measure of action plan. Compared with the previous session, the subsidy of the consumption season is more powerful. The provincial, municipal, and county -level finances were issued in June to pay 107 million yuan in cultural tourism Huimin consumer coupons, and it is clear that digital cultural tourism, travel routes, and star hotels are clearly issued. Cultural tourism products with strong consumption driving effects and high marketization are included in the scope of subsidies. By vigorously implementing consumption promotion actions, it has formed a long -term mechanism for consumers and enterprises to win a win -win situation and promote high -quality development of cultural tourism.

In order to expand effective demand and accelerate the recovery of the tourism market, Shandong has repeatedly "enlarged". After the implementation of a round of ticket reduction in 81 state -owned scenic spots in the province in 2020, recently, Shandong made it clear that from June 1st to September 30th, 2022, in addition to weekends and statutory holidays, 137 state -owned A -level tourist scenic spots in the province in the province The price of the first ticket is not less than 50 % off. Among them, Qingdao, Jining, Rizhao and other cities have implemented free tickets for the first ticket of state -owned scenic spots. By calculating the "small account" that reduces the price of tickets and the "big account" that activates the tourism economy, while many scenic spots in Shandong, while allowing the people to benefit the people, they deeply cultivate the second consumer products such as tourism performing arts, cultural and creative Wait for personalized lines to open up new customers and create new IPs.

In recent years, Shandong has continuously strengthened the research and development of cultural and creative products, aiming at the source needs of scenic spots, cultural units and other places. With the theme of "Qilu Cultural and Creative+", it has established creative product design, transformation, and sales of the whole industry. The chain platform has transformed rich and heavy cultural resources into high -quality tourism products recognized by the market, creating many new scenarios of tourism consumption. For example, the Daming Lake Scenic Area and others introduced comprehensive consumer formats such as "Guo Chao+Tourism", "Cultural and Creative+Tourism", "Technology+Tourism", and created the "Hidden Lake City Collection" to launch the "North Shore Cultural and Creative" brand, forming a phenomenon -level level The topic of marketing also realizes the quality and capacity of tourism consumption.

Gathering to promote the "two innovations", the connotation of cultural tourism is constantly enriching

Focusing on "walking in front and opening a new bureau", in 2022, Shandong will gather together to create a new benchmark for cultural "two innovations", shape new advantages of the cultural tourism industry, and inject endogenous motivation into the high -quality development of cultural tourism. Zibo carved porcelain, Zhoucun sesame cakes, clay sculpture face plastic ... On the "Cultural and Natural Heritage Day" this year's "Cultural and Natural Heritage Site" Shandong main venue Zibo Boshan Yan Shen Ancient Town, more than 80 non -heritage representative projects and Chinese old -fashioned companies on -site exhibitions, more than a hundred models, more than 100 models, more than 100 models, more than 100 models, more than 100 models Non -heritage products are conducted online live broadcasts, which not only introduced non -heritage things for the audience, but also greatly enriched the scenic area and block format.

Since this year, the "Shandong Hand -made" promotion project will be comprehensive, and it will rely on non -heritage or traditional technology to cultivate the hand -made industry. According to the implementation of the "Shandong Hand -made" promotion project, before the end of 2022, 13 5A -level tourist attractions and 20 key 4A tourist scenic spots in Shandong will build the "Shandong Hand -made" display experience sales zone. At the same time, "Shandong Hand -made" will also be included in brand systems such as "Heroy Shandong" and "Good Pin Shandong". By integrating development and linkage, it will create a new business card for Shandong Cultural Tourism.

As a province of cultural relics, Shandong also implemented the "Top Ten Projects" of cultural relics protection and utilization, and continued to promote the "archaeological China" and "Chinese civilization exploration source" Shandong project such as the Jiaojia site, the site of the Gangshang, and the His Majesty Palace. "Haijie Archeology" brand. At the same time, focusing on letting cultural relics "live" and continuously promoting the practice of "cultural relics+tourism", a series of attractive cultural relics and historic sites and revolutionary sites related to tourism products stand out.

In addition, through the selection of the 16 cities red tourist attractions, revolutionary museums, memorial halls, exhibition halls and other resources, Shandong has launched a number of red tourism routes to innovate and create immersive scene dramas, museum "script killing" and other tourism, research, patriotism New scenes of doctrine education make red swim "red" throughout the land. The province also innovatively implemented the brand cultivation plan for red tourist interpreters, and nearly 200 red interpreters in the library through theme training and organizing competitions. They tap a good story and show a good image, which not only vividly inherit the red gene, but also contribute strong kinetic energy for the realization of the cultural plastic travel and the travel of the text.

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