Spring, when everything recovers, is a good time for people to go for an outing. The past Spring Festival tourism has opened up a good situation for Anji Year of the Ox. After an epidemic, what new changes will the county tourism market face in the new year? What’s new? “Great achievements, promising future!” The relevant person in charge of the marketing department of Anji County Culture, Sports and Tourism Bureau said.
Bullish start and strong recovery
The just-concluded Spring Festival holiday has greatly increased the confidence of Anji County’s cultural tourism industry. This is because the popularity of the Spring Festival tourism market, which started with great momentum, has been rising, releasing a signal of “strong recovery”.
The annual taste activities in the scenic spots are splendid. During the Spring Festival, various scenic spots in Anji County have launched preferential activities to attract foreign employees to stay in Ann for the New Year. The county production and investment group has launched a series of activities of “Happy New Year”, the garden Jialebi has held the “New Year Festival”, the Jiangnan Tianchi and Yunshang Grassland have launched ski festivals, and reported that Fujingxi Village has launched the “Happy New Year of Anji” activity. According to statistics, more than 8,200 Xin ‘anji people enjoy preferential travel with their residence permits during the Spring Festival. In addition, a number of scenic spots, such as Yunshang Grassland, Zhejiang Natural History Museum and Zhongnan Hundred Grassland, received more than 5,000 visitors per day. In the first six days, Yunshang Grassland received nearly 30,000 visitors. On February 14th and 15th, the scenic spots ushered in a small peak of reception.
Rural tourism continues to heat up. “Rural leisure, agricultural picking, folk experience, visiting relatives and friends, parent-child tour and other forms of rural tourism activities are sought after. Appreciating rural scenery and tasting local dishes have become one of the favorite holiday ways for small holiday tourists.” According to the person in charge, this time, many folk tourism festivals with “strong taste and distinctive features” were held in rural tourist spots in the county, and the “Seven Days of Spring Festival” in Shanchuan Township became a new highlight of rural tourism.
In addition, the demand for hotels and homestays is relatively strong. Affected by the epidemic prevention and control policy, hotels and homestays canceled their reservations in the early Spring Festival. On February 9th, after the epidemic prevention and control policy was adjusted to low-risk people coming to Zhejiang without nucleic acid testing, room reservations rose slightly. Among them, the average occupancy rate of international brand hotels was higher, reaching about 60%, and the peak occupancy rate of some star-rated hotels was more than 75%. From the second day of the new year to the fourth day of the new year, the open homestay gathering area led the county with half-day villagers’ lodging villages and DreamWorks Homestay villages in Dazhuyuan Township. According to statistics, from February 11th to 17th, there were more than 50,000 visitors in the county.
“Cultural feast” attracts people’s attention. Through the “online+offline” way, cultural venues have launched more than 100 cultural activities, and sent the people of the county a “big gift package” for the Spring Festival.
Polish brand segmentation market
The achievements of the Spring Festival tourism market have laid the foundation for Anji County’s tourism market to “get off to a good start” in the first quarter, and also brought inspiration and thinking on how to develop the county tourism market next.
“Brand promotion is crucial to market development.” Luo Fudi, deputy secretary and deputy director of the Party Committee of Anji County Culture, Sports and Tourism Bureau, introduced that in 2020, the tourism market experienced an epidemic and suffered a lot of losses. It can be seen from the two activities of “Zero Alliance” and “One Ridge and Six Counties” planned by the county last year that Anji’s marketing is gradually breaking the traditional thinking, actively integrating and seeking transformation.
New year’s atmosphere. This year, Anji County will base itself on “event marketing”, further polish the brand of the national tourism demonstration zone, so as to better promote the precise marketing of market segments. By integrating a number of national key strategies, carrying out a number of online and offline activities, building a group of boutique IP for cultural tourism, and building a platform for cultural tourism wisdom, Anji County will widely publicize the political advantages of the birthplace of “Lucid waters and lush mountains are invaluable assets” concept, the ecological characteristics of green mountains and green waters, the product characteristics of leisure and vacation and the brand story of Jinshan Yinshan, so as to promote the high cultural tourism industry in the county.
Luo Fudi said that these “events” include important activities and exhibitions sponsored by the national, provincial and municipal levels, major cultural tourism promotion activities sponsored by the county government, and important cultural tourism promotion activities sponsored by departments, towns and enterprises. This year, the important activities and exhibitions sponsored by the national, provincial and municipal levels involve the promotion meeting of “Zhejiang People’s Tour to Huzhou” for healing and recuperation, and the audio tour project of “From Tiaoxi to Huangpu River” in china international travel mart (Kunming) and Himalaya in 2021. The county government will host the Green Development Summit Forum of Top 100 Tourism Counties in China, the Shanghai Huangpu River Festival, the meeting room of the Dialogue World, the Summit Forum of Economic and Rural League Building of China Headquarters, Anji “New Year’s Taste” Folk Culture Festival and other activities; The activities of departments, towns and enterprises involve Anji White Tea Culture Festival, She Culture Festival on March 3rd, Wu Changshuo Art International Culture Festival, Romantic Mountain Culture Tourism Festival, etc.
“By holding the China Headquarters Economic and Rural League Building Summit Forum and the China Top 100 Tourism Counties Green Development Summit Forum, actively integrate into the national headquarters economic strategy and the Yangtze River Delta integration strategy; With the opportunity of Shanghai Huangpu River Festival, China Anji Water Festival will be held in conjunction with key cities along the Huangpu River system to tell the story of Anji, the source of Huangpu River. Continue to hold the second joint action of cultural tourism in the Yangtze River Delta Industrial Cooperation Zone with’ one ridge and six counties’ such as Liyang, Jiangsu, so as to realize the development of cultural tourism cooperation to a higher level, deeper level and wider field. ” She said.
Based on “event marketing”, it also means that Anji County’s tourism marketing will enter a new era. Next, the county’s Culture, Sports and Tourism Bureau will also focus on focus marketing, theme marketing and node marketing, integrate online marketing and strengthen smart marketing, and promote tourism brand promotion to a higher level, eventually forming a benchmark role, exerting a multiplier effect and promoting the high-quality development of global tourism.