Jia Yunfeng: Interpretation of the concept of world -class tourism destinations, standard requirements and implementation path

The Secretary -General of the United Nations World Tourism Organization, Zulabu, said at the Asian Civilization Dialogue Conference: In recent years, Chinese tourists have not only stepped out of the country, but also more and more out of Asia. At the same time, China is becoming welcomed by global tourists. The rising tourist destination.

In recent years, there have been a wave of "world -class tourism destinations" throughout China, but what exactly is "world -class tourist destination"? What are the basic requirements and standards of "world -class tourism destinations"? From the perspective of existing research results, China does not have a complete, scientific world -class tourist destination path, implementation plan, and evaluation indicators. The definition of world -class tourism destinations is even more different from the concept.

Under the guidance of relevant leaders of the United Nations World Tourism Organization and authoritative experts in China, Professor Jia Yunfeng, an expert in the United Nations World Tourism Organization, started from an international perspective to scientifically define the world -class tourism destinations, propose a relatively reasonable evaluation system, and at the same time, how to target all parts of the country. Create a path of global tourism destinations in order to provide a reference for global development of tourism innovation in global development.

1. The discovery of Spain's "world -class tourist destination"

In the past 8 years, Mr. Jia Yunfeng conducted a systematic inspection of the global recognized "world -class tourism destination" Spain.

Spain is a nation full of enthusiasm and vitality. It is an artistic soil with artistic atmosphere. It has a long history, the precious royal family, the unrestrained Flamingo dance, and the coastline of more than 3,000 kilometers.

According to the world's most popular tourist destination list released by the United Nations World Tourism Organization (UNWTO), Spain has won the third largest tourist destination in the world for many years, especially due to geographical turmoil in 2016, some of them went to North Africa, Turkey, Egypt, Egypt Holiday tourists have changed their destinations to Spain, which has made Spain's tourism flourishing. It is a veritable "world -class tourist destination."

He believes that Spain has eight major characteristics as a world -class tourist destination:

1. Obvious economic benefits

According to the official data from the Spanish Ministry of Industry and Commercial, Spain received 82.6 million foreign tourists in 2018, about three times the population of Spain, setting a historical record, and the tourism industry currently accounts for 13%of Spanish GDP. Given that Britain is the largest customer market in Spain, Brexit has not significantly affected the number of Spanish tourists. In 2019, it received 82.7 million international tourists.

Even under the influence of the epidemic, the total expenditure of international tourists visiting Spain in March 2022 reached 5.069 billion euros. Compared with the same month in the same month in 2021, this expenditure increased by 832%. It is expected to increase year -on -year in the next 10 months.

2. High -level inheritance products

As of 2021, a total of 49 Spanish World Heritage Sites were approved by the UNESCO's review of the World Heritage List (including 4 natural heritage, 43 cultural heritage, 2 cultural and natural mixed inheritance), including multinational projects) 4 items (2 cultural heritage, 1 natural heritage, and 1 cultural and natural mixed inheritance), ranking third in the world, second only to Italy and China.

In addition, Spain also owns many world -class intangible cultural heritages such as Flamingo, whistle language, Mediterranean diet, hawk, stacking tower, water court, and Cordauva Court Festival, and even Algar (Algar ) The town applied for the traditional event of "outdoor chat" as the world's intangible cultural heritage, hoping to be recognized by UNESCO.

3. Good food characteristics

First of all, there are many high -end restaurant stores. As of 2020, there are more than 200 Michelin restaurants in Spain, including dozens of Samsung, nearly 20 two stars, and more than 180 in one star, ranking fifth in the world.

Followed by various specialty foods, such as Spanish seafood rice, TAPAS TAPAS, Iberian ham, potato pancakes, Anda Lucia cold soup, Galician octopus, Ji Guman stick, fruit wine Sangelia, etc. Essence The unforgettable specialties have become a reason for international tourists to make a special trip to Spain.

4. There are many folk activities

There are more than 200 festivals in Spain every year. Except for some traditional festivals with significant significance, different regions in China have their own exclusive festivals. These local festivals have strong local colors, such as Beniu Festival and tomatoes. Grand, Holy Zhou Festival, Carnival, Cordo Tava Guitar Festival, etc.

From the perspective of the main body of the festival, most of them are not government behavior, but are responsible for the organization of various industry associations. They use developed non -governmental non -governmental associations to achieve mesh coverage and improve the development efficiency of the industry. Under the promotion of many folk festivals, each event has become a gimmick of tourism marketing. It is a reason to attract international tourists to leisure and sightseeing, and has become the tourist goal of tourists.

5. The artistic atmosphere is strong

As a country with a strong artistic atmosphere, it is also a country from artists, such as Babir Royce Picasso, Salvador Dali, Hu An Miro, Antonio Gaudi, etc. Traveling in Spain is happy, because you live in a strong artistic atmosphere every day. Various sculptures can be seen everywhere on the roadside, museums, and roofs. Make the entire city full of artistic atmosphere and become a highlight of attracting tourists. 6. Line products are diverse

Compared with the state of no one in China, Spain has launched a multi -combined line product and has been widely recognized by international tourists.

For example, based on the movie "The Way", the road of San Diego, Spain, is the most famous of the world's three major pilgrimage roads. It is a magical road to walk more than 100,000 people each year. journey of. The entire line of San Diego combines natural scenery, history, and culture, and is a very important path of religious belief in Europe. During the way, you can visit the Nine World Cultural Heritage, including the Suso Monastery, the Burgos Cathedral, and Cantabria. Visitors can choose the road of pilgrimage according to their own needs to choose a variety of ways such as hike, horse riding, cycling, etc., and everyone can determine the length of the line according to their age, speed, or physical condition, fully reflecting the characteristics of humanization.

7. The only cultural symbol

Every tourist city needs to find their first and uniqueness, so that tourists can think of the city as soon as possible to see the symbol.

As far as Spain is concerned, in addition to bullfighting, the most well -known symbol is Spanish football. Real Madrid is one of the world's most famous football clubs. Bernabeu is also a sacred place for many fans to go to pilgrimage. Each home game can attract more than 20,000 people to watch, and a star transfer event is a huge detonation marketing. The sports industry occupies a considerable proportion in the Spanish tourism industry. Around football, Spain has also developed products such as football camps and Real Madrid training plans for foreign tourists, making football a major reason for tourists to come to Spain.

8. Demand development in place

The consumer demand of market entities is constantly changing. Only by continuously providing products that meet the taste of consumers can we maintain the prosperity of the tourism industry.

Spain attaches great importance to the research and development of new tourism projects. For example, in response to the needs of hunting experience, it has developed a royal life trip product, allowing tourists to explore the luxury palace of Spain and experience the lifestyle of the queen or princess. In response to the demand for anti -aging beauty and combined with Spain's most advanced stem cell transplantation technology, it developed a medical beauty trip product. In 2017, more than 140,000 foreign tourists went to Spain for various treatments and surgery. The Chinese, the most popular services are dental therapy and plastic surgery. In addition, health tourism for cancer -oriented patients, educational tourism for research groups.

Watch a bullfighting once, taste a meal ham, dance a dance, listen to a guitar, cook a good meal, kick a football ... Beautiful Spain, there is always a reason for you to choose her.

2. Study of the concept definition of "world -class tourism destinations"

For tourist destinations, it is generally believed that it is a space area that attracts tourists to come to participate in tourist tour, leisure vacation, and conference exhibitions. In terms of space scale, tourist destinations are a larger area that can be a country, cities, and regions. It can provide sufficient tourism reception services and meet the diverse needs of tourists.

Professor Jia Yunfeng's team believes that world -class tourism destinations refer to the tourist regional complexes that attract domestic and international tourists to come to sightseeing, leisure and vacation and conference exhibitions, and various supporting elements have reached international standards, including the establishment of a world -class tourism image. It has a world -class tourist attraction, a sea, land and air traffic system with convenient international tourists, and basic requirements for tourism reception facilities and service management levels that meet world -class standards.

At present, the international evaluation and research on world -class tourism destinations and international travel areas mainly include the "Best Tourism City in China" creation guide and the World Tourism Competitiveness Index (TTCI). The "China Best Tourism City" creation guide was jointly studied by the United Nations World Tourism Organization (UNWTO) and the former National Tourism Administration in 2003. Its evaluation method consists of nine basic standards and nine different categories of special standards. In the process of evaluating tourist destinations, this standard is mainly defined from four aspects: rich tourism resources, planning formulation management, resident and tourist satisfaction, and environmental protection.

The World Economic Forum compiles the global tourism competitiveness report every two years, using the World Tourism Competitiveness Index (TTCI) to comprehensively evaluate it. In the 2021 version of the World Tourism Competitiveness Index, a total of 17 second -level indicators are proposed: favorable environment, policy support, infrastructure, natural and cultural resources, and tourism sustainability.

In summary, the "Best Tourist Cities in China" creation guide and the World Tourism Competitiveness Index in the process of evaluating tourist destinations, all carried out in terms of resources, planning, environment, infrastructure, and convenient services, but their focus is on their focus. Different. In terms of evaluation content, the creation of the "Best Tourist City in China" refers to the richness and uniqueness of tourism resources, and requires regional planning. There are not many requirements for tourism resources, and at the same time evaluate the vision of ecological environmental protection, sustainable development, and social peace. In terms of research standards, the "best tourist city in China" creation guide is based on prefecture -level cities as the evaluation unit, while the World Tourism Competitiveness Index is based on the national or regional evaluation unit. 3. "World -Class Tourist Destination" evaluation system and standard

Professor Jia Yunfeng's team focuses on the standards of the research. Taking the city as the evaluation unit, follow the basic principles of the indicator evaluation system, and use the method of combining qualitative description and quantitative analysis, experience selection and expert consultation. Evaluation System. The evaluation standard consists of 4 first -level indicators, 13 second -level indicators, and 35 three -level indicators.

At the level of tourists and industries, it mainly includes three perspectives: customer source structure, tourism economy and industrial influence. The customer structure of a mature world -class tourist destination must be diversified, not only tourists in the region, the province, and the country, but also to tourists in other regions of the world. In addition to economic benefits, tourism development should also contribute to the progress of regional society and ecological undertakings, and to maximize comprehensive benefits.

At the level of resources and attractiveness, it mainly includes three perspectives: resource endowment, brand image and product structure. World -class tourism destinations must have world -class tourism resources, which are manifested in two points: (1) Various tourism factor structures, not only to ensure that the number of element systems is sufficient, but also to ensure the innovative nature of the factors. (2) Tourism attraction has a variety of structures. In the face of changing customer bases, not only must there be traditional high -level tourist attractions and national resorts, but also various special products, providing a variety of tourism product portfolio and line services. Essence

At the level of policy and basic support, it mainly includes five perspectives: policy measures, infrastructure, smart governance, human resources and security security. In the face of the international tourism market, it is necessary to achieve modern policies such as the modernization of port facilities, convenient entry and exit procedures, convenient network operations, exploration and trial 72 -hour visa -free, RMB free exchange, and outlying islands. Essence It is necessary to build an efficient, fast, safe, and direct traffic environment to reduce the cost of traffic during travel. Regional social stability, security security, human resources quality, and service quality are also important factor supporting world -class tourism destinations.

At the level of cultural and sustainable development, the tourism environment and sustainable development mainly include the tourism environment and sustainable development. It is necessary to pay attention to the excavation of local culture, shape the unique urban cultural characteristics and landmark buildings, so that tourists can achieve "poetic habitat" on this land, show themselves in tourism Reproduction and sublimation of the attitude of life and value. The world -class tourism destination should also serve the purpose of the United Nations. Through tourism development, the regional industrial structure is transformed, the protection of ecological environmental protection, reducing the degree of damage to natural resources by human activities, helping the development of poverty reduction, and making the building of the community of human destiny. effort.

Building a world -class tourist destination is a systematic project with complicated content and many classifications. Therefore, a complete closed -loop management system must be established to help regulate, discover, and correction in time in the construction process, that is, phenomenon -planning -decision -decision -decision -decision - — Implementation -Evaluation -Feedback closed -loop management model.

In policy dimensions, we must set up a world -class tourism destination construction fund, build a social financing platform, and establish a regulatory system for use. It is necessary to establish a special class of world -class tourism destinations, regulate the travel departments involved in forming a special team, and regularly hold a work conference. In accordance with the three -level management system of "Provincial General Responsibility+Urban top -level design+county and district action plan", the third -level linkage strengthens the planning preparation and top -level design.

In industrial dimensions, we must continuously optimize the supply of tourism market products, combine new technologies such as Yuan universe, VR, 3D printing, to innovate and develop a number of high -tech tourism products, enhance the scientific level of tourism products, enhance attractiveness, realize the project from the project Consumption steering service consumption has transformed from imitation, homogeneity, single to differentiation, personalization, and diversification.

In the support dimension, we must promote the construction of a world -class tourist destination museum display system, and centralize the world -class resource endowment, world -class industrial energy and world -class development potential of the region. It is necessary to optimize the atmosphere of tourism consumption, promote the construction of a leisure station in highway service areas, and improve various logo systems. It is necessary to accelerate the pace of the construction of smart cities, protect the interests of tourists, consolidate the base of computing power, and build a digital twin city governance system.

Fourth, China's "world -class tourist destination" eight major infrastructure construction

To build a world -class tourist destination, first of all, the government is required to make efforts to achieve strength and highlights in terms of customer source acquisition, consumer demand guidance, new infrastructure of tourism, and upgrading of tourism attractions to make highlights. Maintain higher market activity and popularity.

1. Promote consumer and convenient measures to benefit the people

Tourism is an equalized product. The "two old" tourist resource scenic spots belong to the Chinese people. Therefore, it is necessary to promote the reduction of tickets for state -owned scenic spots, implement policies such as ticket reduction and exemption of scenic spots, and free opening days in the scenic area. Constantly launch major preferential policies to attract tourists to visit tourism. Effectively attract tourists' participation experience by making benefits and inclusive methods, and constantly grow bigger and stronger market cakes. Implement the off -season scenic spot exemption system, make full reference to successful experience, and try to launch no tickets or 1 yuan tickets under the impact of the epidemic to attract passenger flow with a large hand.

2. Promote the pilot demonstration of cultural tourism consumption

Consumption has become the core driving force for economic growth, and the country attaches great importance to stimulating consumption, and has introduced a number of policies. In various regions, we must actively create national cultural and tourism consumption demonstration cities and international consumer cities, support the creation of national culture and tourism consumption pilot cities, and promote the revitalization of cultural and tourism consumption after the epidemic.

3. Strengthen the construction of logo attraction

Explore the reform of the ownership of the scenic spot, management rights, and management rights, and vigorously promote the business operation and market -oriented operation of tourist attractions (points), which has spawned a group of operating entities and market entities that meet the modern enterprise system.

By continuously upgraded and upgraded and series of creation work, there are at least one 5A -level scenic area or national resort in the area. At the same time, n -level 4A -level scenic spots or provincial resorts are equipped with N, which forms "1 faucet+N highlights". Tourism attraction pattern.

Accelerate the development of tourism resources in the region, establish resource libraries, comprehensively find out high -quality tourism resource home, actively apply for the Chinese special -level tourism resources list, and guide the development and construction of high -level tourism products.

4. Develop holiday economy and night economy

Implement the paid vacation system, encourage units and employees (executives of organ staff in accordance with relevant regulations) combined with work arrangements and individuals need to flexibly arrange paid annual leave and peak leave. Explore the implementation of a 2.5 -day salary vacation system and cultivate a 2.5 -hour X2.5 -day tourist consumer product, namely: products that can stay 2.5 days away from the range of the 2.5 drive from the destination. Actively develop the night economy, promote night consumption, and support multiple projects to actively build night cultural tourism consumption agglomeration areas.

5. Implementation

Strengthen the construction of smart tourism infrastructure and improve the level of smart tourism services. Tourism scenic spots and tourism companies achieve full coverage of 5G signals. Class 4A and above tourist attractions and tourist resorts meet the national smart scenic spot standards. The functions are continuously improved. Create a group of smart tourism cities, towns, villages, scenic spots, enterprises, and support the intelligent transformation of the intelligent transformation of distribution centers, service centers, tourism camps, tourist parking lots, tourist toilets, and tourism commentary systems.

6. Enricss cultural tourism consumer format products

Accelerate the cultivation of emerging cultural consumption formats such as anime games, digital creativity, e -sports, online entertainment, digital reading, etc., and develop a new generation of immersive experience based on 5G, ultra -high -definition, augmented reality, virtual reality, artificial intelligence and other technologies. Cultural and tourism consumption content. Explore the use of Yuan cosmic technology and develop virtual world tourism products.

7. Optimize cultural tourism consumption scene environment

Promote the construction of a leisure station in the highway service area, accelerate the construction of the Scenic Scenic Highway A -level Scenic Area, and set up a batch of self -driving and self -service convenience tourism service points. Focus on the traffic guidance logos of highways, intercity highways, and urban roads leading to tourist attractions level 3A and above. , Toilet, first aid and other service facilities.

8. The integration of technology and urban communication

Scientific and technological innovation is the most important factor in determining the comprehensive competitiveness of the city. In the future, all cities will be science and technology cities. On the one hand, through scientific and technological means, we must use relevant marketing and communication behaviors to carry out global marketing and platform to achieve global resource allocation. On the other hand, it is necessary to use the scientific and technological empowerment and governance system to strengthen scientific and technological support in terms of industry supervision, internal management, and decision -making support.

5. The six major implementation paths of "world -class tourism destinations"

To build a world -class tourist destination, secondly requires accurate action paths. It is necessary to fully borrow external wisdom and make efforts in top -level design, industrial incubation, international marketing, and scientific evaluation.

1. World -class planning

World -class tourism destinations require world -class tourism planning. Due to the international market and considering the particularity of the group, traditional Chinese tourism planning content has been difficult to meet the actual needs. The prerequisite for tourist destinations ".

The United Nations World Tourism Organization (UNWTO) is one of the 15 specialized agencies in the United Nations, including 158 formal membership states and 6 contact members. Its purpose is to promote and develop tourism, which is conducive to economic development, international mutual understanding, peacefulness, And prosperity. Headquartered in Madrid, Spain. Each region can hire relevant experts from the United Nations World Tourism Organization or the United Nations World Tourism Organization expert group. At present, Shandong, Hainan, Heilongjiang and other provinces have requested the United Nations World Tourism Organization to make development plans. Both are highly affirmed by national, provincial and municipal leaders.

2. World -class products

To develop a world -class product portfolio. In particular, the research of world -class festivals requires endorsements of world -class organizations and authorized certification in order to obtain the recognition of world tourists. Each region can invite 15 specialized agencies in the United Nations to cooperate with landing products and carry out major festivals and exhibition activities, mainly including World Bank, International Monetary Fund, World Health Organization, UNESCO, International Labor Organization, United Nations Food and Agricultural Organization, International Agricultural Organization, and International Agriculture Development Fund, International Maritime Organization, World Meteorological Organization, World Intellectual Property Organization, International Civil Aviation Organization, International Telecommunications Alliance, UN Industrial Development Organization, IWC and World Tourism Organization.

For example, cooperate with the UNESCO to organize cultural heritage and exhibition activities, become a new symbol of cultural cultural symbols, invest in new hotspots in the region, and complete the breakthrough of the entire industrial chain brought by the "one can bring fire and one city".

3. World -class industry

World -class tourism destinations require world -class industrial strength. Tourism projects must not only have local characteristics, but also have international brands to join.

For example, the introduction of the World Industry Cooperation Association (WIIA), which is registered by the Spanish government and registered by the Spanish government, which (group) and various types of industry influence voluntarily composed of industrial development and industrial policy research. Joint organization is a non -profit social group.

The Association can introduce the most advanced industrial chain resources for China, help Chinese government enterprises to establish a multinational industrial cooperation mechanism, comprehensively improve the industrial level and energy level, and build a world tourism industry map, such as the Real Madrid Football Club, the European Castle Group, and the way. Yi Group, PVCP Sun Ji Group, PDM Tourism Group, etc.

4. World -class marketing

In Chinese marketing, we must fully emphasize the cooperation with national official media such as Strong Power, China News Agency, Xinhua News Agency, People's Daily, and China Tourism News. Essence

In international marketing, it is necessary to promote the promotion of mainstream media suitable for local markets, and entrust overseas media to enter mainstream propaganda, such as Facebook, YouTube, Twitter, Tiktok. Relying on international organizational organizations, a promotion conference is held in major overseas customers to enhance overseas tourists' understanding and understanding of tourism resources in the region.

5. World -class interaction

Strengthen cooperation with famous international tourism destinations, coordinate regions to establish and develop friendly cities with foreign cities, develop Chinese and foreign folk friendship forces, establish friends association groups in different regions and countries, and connect with all countries to friendly organizations. By establishing a tourist sister city and tourism friendly cities, share the experience of creating world -class tourism destinations, introduce the development of international resources, international capital, and international enterprise service regions, and promote exchanges and cooperation between Chinese and foreign and cities.

6. World -class evaluation

The world -class tourist destinations must be "united" and invite world -class evaluation agencies to conduct overall supervision and effect evaluation.

For example, "Happiness Planet" is a world -renowned city and community data evaluation agency, and it is the publisher of the "Happiness Index". The "The Happy Index" ("The Happy Index" was released by Planet Happiness in 2011. The agency was jointly established by Dr. Paul Rogers and Dr. Laura Musikinski, headquartered in New York, USA. The "Happiness Index" is the first and only index system that has been recognized by international organizations such as the World Economic Forum (WEF) and the Global Sustainable Tourism Council (GSTC).

The ultimate goal of regional tourism is to enhance the sense of happiness and gain of tourists. It is recommended to cooperate with the planet with Happiness, carry out the research work of the regional tourism happiness index, and release the results. Professional international institutions can obtain widespread recognition from international tourists.

Mr. Jia Yunfeng told us that the tourism industry is preparing to restart, exert its own potential, and become an important pillar of tolerance and sustainable development in various cities in the world. The world -class tourism destination is the inevitable development of China's tourism. It is necessary to start from the international perspective, to study the standard of the world -class tourism destination, and study the action path of the world -class tourism destination. In the future, under the unified deployment, the top -level design should be strengthened, the action plan is formulated, and a model model of the innovation and development of tourism in developing countries in developing countries will make significant contributions to the rapid recovery of the global economy after the epidemic.

(Text Interview: Deng Tao Wang Sheng)

Dr. Jia Yunfeng: In 2014, he was hired as experts and professors by the World Tourism Organization of the United Nations. It was mainly responsible for strategic research on tourism planning, urban development, and marketing promotion. Waiting for forward -looking, international, and authoritative plans, it has been well received by the Chinese government and the United Nations World Tourism Organization. At present, focusing on the study of the concept of "world -class tourism destinations" with cities as the breakthrough, the concept of "world -class tourism destinations" is interpreted, evaluating standards, and implementation paths to help China's urban industry improvement and brand comprehensive internationalization.

Source: Taiyuan Cultural and Tourism Bureau Original

- END -