Innovative propaganda model stimulates the industry's vitality -Dunhuang City's multiple measures to promote the development of the tourism market

Affected by the new crown pneumonia's epidemic, since 2020, Dunhuang's tourism industry has been impacted many times. Beginning in March this year, Gansu's cross -provincial tourism implementation "melting" mechanism, Dunhuang tourism has encountered unprecedented pressure. After the recovery of inter -provincial tourism, Dunhuang began to find a way out. By formulating a reward and supplementary policy, expanding marketing publicity, promoting and cultivating new formats, and standardizing the quality of service quality, we made every effort to promote the steady recovery of the tourism market. In May of this year, the number of tourists in Dunhuang City had exceeded 250,000, an increase of 70%over April. Since June this year, tourists have continued to increase.

Award supplement policy stimulates the industry's vitality

While implementing the provincial and municipal implementation opinions on promoting the recovery of the cultural tourism market and a series of "hard core" policies and measures, based on the actual formation of the "Dunhuang City Promoting Cultural Tourism Market Recovery and Winter and Spring Tourism Season Products and Preferential Policies" and preferential policies, " The "Customer Invoicing into Dun" awards for implementation opinions. Actively implement the policies such as exemption of tickets for medical staff, Talents from Longyuan, and temporarily retreating travel agencies, fulfilling support for reward funds and tickets, stimulating the vitality of the industry, and promoting the recovery of the tourism market.

He Shengguo, a taxi driver, said: "I saw some vehicles from foreign licenses on the street these days, which shows that foreign tourists have begun to travel to Dunhuang. My daily turnover has increased from a few months ago. I want to maintain maintenance. I want to maintain maintenance. I want to maintain maintenance. Good vehicles, do a good job of hygiene in the car, and strive to provide tourists with more thoughtful services. "

Liu Fengjuan, general manager of the Dunhuang Impression International Travel Service, introduced that some local tourism companies in Dunhuang have carried out tourism projects such as surrounding tourism, parent -child travel, etc., which not only enriched the lives of the local people in Dunhuang, but also promoted the local economic development.

The general manager of the Dunhuang Mountain Villa Hotel in Silk Road, Gansu said: "The hotel uses the catering industry as the main channel for business. It takes measures such as buying two -delivery one and discounts on holidays to strengthen catering sales."

While actively rescue themselves by small and micro travel agencies and enterprises, Dunhuang Cultural Tourism Bureau joined forces with Zhangye and other cities to push customers and cooperate. This year, the Dunhuang Cultural Tourism Bureau temporarily refunded 6.28 million yuan in tourism service quality margin to travel agencies and tourism companies, and fulfilled more than 1 million yuan in support and reward funds. For units and personnel who are in accordance with the support of development awards for the expansion of the customer source market expansion of the Dunhuang cultural tourism industry and the improvement of brand creation and service quality, they can fulfill the support award cash of 4001,000 yuan and 600,000 yuan in cash.

On June 23, Zhang Mei, who played in Mingshashan · Crescent Spring District, started a self -driving tour with her husband two months ago. "Originally planned to go to Qinghai Lake in the Makisha Mountain · Crescent Spring Scenic Area. After coming, I found that many attractions have a lot of discounts. Mei said.

In order to promote the recovery of cultural tourism, Dunhuang City recently launched a series of preferential policies for cultural tourism, with a preferential time period from June to September. Among them, Dunhuang Yadan Geological Park, Mingsha Mountain · Crescent Spring Scenic Area, Yumen Guanjing District and Baimata Scenic Area implement the first ticket semi -price preferential policy. In addition, in June this year, the research travel and exhibition team of more than a hundred people across the country can enjoy the preferential policies of ticket -free ticket exemption in Yumen Guanjing District and Yadan Geopark. Before July 20 this year, all middle and college entrance examination candidates across the country can enjoy the preferential ticket -free policies with the admission ticket and ID card to visit Yumen Guanjing District, Yadan Geopark, and Baima Scenic Area.

Planning theme activity rich product supply

Dunhuang City has continuously planned the cultural Dunhuang Research Tour, the Nianwei Dunhuang Folk Customs Tour, and the Dunhuang Award Tour of the Dunhuang Ancient City Lantern Exhibition, Desert Ice and Snow Festival and other characteristics of cultural Dunhuang Folk Customs Tour, Dunhuang Folk Customs Tour, Dunhuang Folk Customs Tour, Dunhuang Folk Customs. Activity. Carry out a series of public cultural activities such as "Happy New Year and Welcome to the Winter Olympics", folklore exhibitions, and Yunxiang Culture.

"Our students have grown up by the sea and have never seen deserts and Gobi. This collective research activity has specially chose Dunhuang to let students look at different humanistic environments and feel the historical culture and customs of the Northwest. People in Hexi can also create such a great civilization under such difficult conditions. This spirit of struggle is worth our learning. "Wang Jinxue, a teacher of the Xiamen research team, told reporters.

Dunhuang aimed at the needs of the public. Due to the local layout, it released local and peripheral travel products such as "girlfriends", "parent -child travel", "partner tour", "family tour" such as "May Day". Representatives of industry go to various scenic spots to step on the line to conduct inspections, carry out "Ancient and Modern Goddess, Charming Yatan Xing", "Making Mountain · Crescent Spring", Flash Ancient Costume Show, Hiking, Star -to -Equivalence theme activities.

During the Spring Festival in 2022, within 11 days of the Dunhuang Ancient City Lantern Festival, the number of visitors reached 19,000 and tourist income of more than 380,000 yuan. During the holding of the Desert Ice and Snow Festival, the number of receptions reached 16,000 and the tourism income was 150,000 yuan. Through special tourism products and rich festivals, promote the recovery of the cultural tourism market and promote the heating up in winter and spring tourism.

"In the peak tourist season, our daily turnover is about 2,000 yuan. In recent years, the business has been affected by the epidemic. It has been the most depressed in March this year, but it has improved to a certain extent since May." Ms. Yang said.

Cultivate a new business format

Fully build a boutique

In order to improve the quality of industry services, Dunhuang City has promoted the transformation and upgrading of traditional tourism products such as high -end homestays, research tourism, and outdoor sports. Through the selection of prizes for the publicity slogan of the Dunhuang Cultural Tourism Image Publicity, held a "May 19 China Tourism Day" and Dunhuang Cultural Tourism Products online and offline conference in Dunhuang City in Dunhuang City. The city's four seasons tourism, research, exhibition, outdoor, rural tourism, night economy and other tourism products, cultivate new formats, accurately create new formats and four -season tourism cultural tourism brand image. Dunhuang City introduced homestay brands such as Mogan Mountain, Yunnan Lijiang and other places to create boutique projects such as Dongyi Art City and Bishanju. Improve the quality of research products, the construction of the research base is more complete, and the research projects are more diverse. There are 14 cultural tourism business units in Dunhuang City through the "Jiuquan Primary and Middle School Student Research Travel Base". The "French Copy Experience" Non -Heritage Project Course was successfully selected into the 2020 Hong Kong and Macau Youth Recommended products, and was recommended by the Ministry of Culture and Tourism as one of the best routes for the National Hong Kong and Macao Youth Non -Heritage Research Tour.

On June 14, the special training and cultural self -confidence lectures hosted by the Dunhuang Municipal Party Committee Organization Department and hosted by the Dunhuang International Art Training Center were officially opened in the Press and Publication Hall of the Dunhuang International Convention and Exhibition Center. (Wenbo Affairs Center) Cadres, staff of the Dunhuang International Convention and Exhibition Center, and Dunhuang International Hotel staff participated in the training.

In recent years, Dunhuang City has adhered to the combination of standards and improvement to enhance service quality. Through continuous industry training, through expert teaching, skills competition, and promoting learning, etc., classifications, categories, and special training are carried out in the form of Dunhuang culture, tourism management, hotel services, tour guide services, rural tourism, outdoor tourism and other thematic training. Continue to strengthen the construction of software and hardware in tourism and comprehensively improve their reception capacity. Comprehensively strengthen safety management, organize star hotels, travel agencies, and performing arts places to carry out safety emergency drills, normalize the industry's special rectification, and improve tourists' comfort and satisfaction.

Deepen new media cooperation

Multi -platform expansion publicity

Mogao Grottoes launched the "Feitian" special tour line. Through AR technology, visitors can "interact" with the elegant and agile flying sky, lifelike nine -color deer, and the "Yunyou Dunhuang" applet that attracts more than 60 million users to visit online. Municipal scenic spots and tourism companies are also actively planning and excavation, enriching and expanding tourism products, innovating local tourism development models and business methods, turning danger into opportunities, and re -starting.

With the advantages of the new media interactive and interactive advantages, Dunhuang opened the "cloud travel" of Dunhuang cultural tourism. United Xinhua News Agency, the Asia -Pacific Communication Center of the China Foreign Languages ​​Bureau, the China Promotion of China, China Promotion, Global Network and other media platforms, comprehensively and displayed the characteristics of Dunhuang through lens live broadcast, graphic display, short video and other methods, causing the attention of the whole people. Take the initiative to connect variety shows and documentary films such as "Extreme Challenge" and "Silk Road Seal", "Debut!" "Waiting for the style of style, through the live experience, celebrity effect, and lens focus, show the charm of Dunhuang in all aspects. Especially since this year, the dance anchor "Oga Grang" has been invited to live broadcasts in Mingsha Mountain · Crescent Spring, Yumen Pass site, Dunhuang Yadan National Geopark, Dunhuang Night Market and other places. Second, the relevant live broadcast rushed to the Gansu popular list 14 times.

"Before coming to Dunhuang, I planned a week's live broadcast itinerary. After I came, I found that Dunhuang was far from my imagination. The unique scenery and culture deeply attracted me. I hope to drive more people to Dunhuang like me through live broadcasts to understand that I will understand that I will come to Dunhuang and understand it. Dunhuang, falling in love with Dunhuang. "

In addition, more and more local young people in Dunhuang have joined the live broadcast industry. The 22 -year -old Primary Seven was the locals in Dunhuang. Last year, he graduated from college and went to Chengdu to study and studied photography and short video shooting. After returning to Dunhuang, he became a photographer of the Fusheng Printing Flying Tour Photography Studio, and opened the studio account on May 1. "I just started to do a live broadcast, but when I explained the culture and history of Dunhuang during the live broadcast, I inspired my cultural self -confidence, so now I hope to let more foreigners come to Dunhuang to travel through the live broadcast."

In the crisis, a new machine will be developed in the contest. Driven by a series of strong policy measures at all levels, with the joint efforts of scenic spots and tourism practitioners and all citizens of Dunhuang, the Dunhuang tourism market and tourism industry who have undergone multiple tests will be reborn and create glory. (All media reporter Zhang Hua Xue Jian Correspondent Zhu Lingjie)

Editor -in -chief: Wang Xiaojiao

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