From October 25 to November 5, the Department of Culture and Tourism of Zhejiang Province, together with the Zhejiang Provincial Working Group in Sichuan, carried out the “2022 Zhejiang Sichuan Cultural Tourism Cooperation Week” activity. This activity highlighted the theme of “East West Cooperation” and focused on the three main contents of “Cultural Tourism Dream Building · Zhejiang Sichuan Cohesion”, “East West Cooperation and Counterpart Support Activities”, Zhejiang (Sichuan) Culture and Tourism Promotion Conference, and 2022 Zhejiang (Sichuan) Tourism Fair, forming a certain momentum and achievements. The East West Cooperation Week has carried out nearly 50 video promotions and public service live broadcasts, with 30 million hits. The total sales amount of Zhejiang Tourism Fair is 21.92 million, including 5.8 million on-site transactions and 16.12 million online transactions.
1、 Zhejiang and Sichuan get together to perform a play together
First, the theme promotion interaction is frequent. On the afternoon of October 31, the cultural and tourism departments of Zhejiang and Sichuan provinces held a promotion meeting in Chengdu. This promotion meeting was different from the traditional promotion form, and the two provinces had frequent interactions. The promotion will begin with the joint performance of Sichuan Opera and Yueju Opera. Zhejiang focuses on the four themes of “Ancient Eastern Zhejiang · Reading Jiangnan”, “Sports&Leisure · Mountains&Rivers Nurture the Heart”, “Tasting Jiangnan”, “Slow Life · Living in Gardens”, so that Sichuan tourists can immerse themselves in Zhejiang’s “poetic living” leisure lifestyle. Sichuan has also carefully prepared a series of winter tourism products. With the theme of “enjoying the snow and ice in Sichuan, enjoying the sunshine in Panxi”, it focuses on launching four winter boutique tourism routes, offering Zhejiang tourists a warm invitation to visit Sichuan in winter. In the middle of November, Sichuan will organize a delegation to Zhejiang to carry out winter tourism theme promotion activities.
Second, the exhibition is rich and diversified. From November 1 to 3, Zhejiang (Sichuan) Tourism Fair was held in Chengdu. During the Tourism Fair, theme image museums in 11 cities of Zhejiang were built in full combination with their own culture and tourism characteristics, which were unique and highly praised by the public. For example, Hangzhou Image Museum skillfully integrates the large electronic screen with the specially decorated picture scroll, which is magnificent and grand; The theme image exhibition hall of ZHOUSHAN, with cruise ships as the model, blue and white as the main tone, matches with the symbols of ZHOUSHAN islands, such as lighthouses, surfing, beaches, reefs, etc., to create a leisure and comfortable atmosphere of the island and show the impression of ZHOUSHAN. In order to promote the cooperation between the east and the west, special exhibition areas have been set up in the corresponding areas. Liangshan Prefecture of Sichuan, Songpan County and Li County of Aba Prefecture, Aksu, Alar, and Naqu, Tibet, were invited to participate in the exhibition.
Third, there were brilliant literary and artistic performances. In addition to the exhibition of tourism resources, the artistic performances on the main stage of the Tourism Fair and the theme hall stages in various cities have always maintained high frequency and high standards. Hangzhou Yueju Opera performed “Farewell to the Eighteen”, Shaoxing Monkey Opera performed “Monkey King”, Taizhou Erhu performed “Tai Chi Qin Xia”, Quzhou Wu Opera performed “Grand Concubine of the Tang Dynasty”, Lishui Songyang Gaoqiang performed “Leading Soldiers to the Heavenly Gate” and other performances in turn, which lit up the atmosphere of the scene again and again, so that the citizens of Sichuan felt the beauty of Zhejiang’s literary and artistic spark at a close distance. During this period, the province launched more than 20 performances. Li County, Aba Prefecture, Sichuan Province also carried out wonderful performances and promotions with the help of the tourism fair platform.
2、 Zhejiang and Sichuan sing a song of cooperation together
First, the collision of cultural elements attracts attention. The activity deeply explored the characteristic elements of the two provinces for cultural interaction, such as Liangzhu Culture and Sanxingdui, Yueju Opera and Sichuan Opera, Liangtouwu Opera and the Giant Panda, Pianerchuan Opera and Dandan Noodles, Lu You and Su Shi, etc., and carried out publicity and promotion through a series of poster distribution and street drama flash. The microblog “8 pictures tell you how close Zhejiang and Sichuan are” triggered the interaction of microblog official account of Sichuan Department of Culture and Tourism. Yueju Opera “The West Lake landscape is still the same” and Sichuan Opera “The purple gold around the bowl” attracted Chengdu citizens to watch in the street flash, and the two provinces’ cultures collided with each other.
Second, the hot spots of network intensive live broadcast are constantly growing. During the exhibition, a network live broadcast room was opened, and the two provincial mainstream media were linked to live broadcast. The heads of Zhejiang Provincial Department of Culture and Tourism and the cultural and tourism bureaus of various cities and regions acted as “promoters”, and the heads of the leading enterprises of digital cultural tourism entered the live broadcast room to introduce the local “delicious” and “fun” features of Zhejiang with the theme of “directors and directors take you to play in Zhejiang”. At the same time, we also carried out live broadcast of the cloud based exhibition. During the exhibition, 13 live broadcasts were conducted, with a cumulative reading of more than one million, and microblog topics were more than 2 million per day. On the opening day, relevant microblog topics were selected into the hot search in Chengdu and Hangzhou.
Third, tourism experts help mass exposure. From October 25-30, we organized experts and talents to carry out the activity of “building a dream of cultural tourism and gathering power in Zhejiang and Sichuan” in Ganzi. “Hangzhou Xiaohei”, “Huangshan Tingting”, “Shu Sanshao” and other tourism talents with more than 10 million users throughout the network intensively exposed the cultural tourism exchange activities in Zhejiang and Sichuan. The main stream media and online celebrity talents sent more than 40 videos about Ganzi Prefecture throughout the network, Record the beautiful scenery of Ganzi and the vivid stories of Zhejiang’s counterpart supporting the counties of Ganzi Prefecture. Among them, “Xiaohei” and Liu Hong, the director of Ganzi Prefecture’s online celebrity, had 50000 comments on the exchange video. As of October 31, all kinds of videos and live broadcasts produced by mainstream media and online celebrities had been played more than 28 million times, and the number of likes had exceeded 480000.
3、 Zhejiang and Sichuan work together to compose a song
First, hold joint meetings. On the morning of November 1, the cultural and tourism departments of the two provinces held an inter provincial joint meeting on Zhejiang Sichuan cultural and tourism cooperation. The two sides carried out counterpart work in assisting rural revitalization, expanding the tourist market, promoting the protection and utilization of cultural heritage, creating fine stage art, sharing the digital platform of cultural and tourism, promoting cultural and tourism enterprise cooperation between the two regions, carrying out cultural and tourism safety and law enforcement supervision, sharing talents and training resources, etc. The meeting also made arrangements to promote the winter tourism consumption market in Sichuan and organize the implementation of charter flights for Zhejiang tourists to Sichuan.
The second is to carry out support education training. During the activity, the Zhejiang Culture and Tourism Delegation invited Lou Min, a volunteer public welfare person, and Kang Zhaxi, the principal of Daocheng Shangri La Key Boarding School, to have a dialogue and discuss the development of targeted public welfare courses according to the needs of the school. In addition, Zhejiang also arranged Zhejiang Tourism Vocational College and Zhejiang Industrial and Commercial University to hold a lecture on integrated development of culture and tourism and rural revitalization in Ganzi Prefecture. At the same time, the Sichuan Cultural Tourism Delegation also organized 31 backbone grassroots tourism talents from Aba Prefecture, Ganzi Prefecture, Liangshan Prefecture and Bazhong City to Hangzhou to participate in the 2022 Zhejiang counterpart tourism talent seminar from November 1 to 5.
4、 Zhejiang and Sichuan work together to draw a picture of cooperation
First, play the leading role of the government. At the opening ceremony of the Travel Expo, the heads of the cultural and tourism departments from 11 cities in Zhejiang sent a gift package of “Zhejiang Travel Good Gift” to 11 Chengdu citizens’ representatives, including scenic spot tickets, hotel home stay experience coupons, hundreds of counties’ thousand bowls of delicious food tasting coupons and many other gifts. At the tourism trade fair, Zhejiang promoted cultural and tourism resources and products in Zhejiang and Sichuan through “cloud live broadcast” activity and “fun in Zhejiang” platform, and supported the construction assistance in Sichuan in the form of complementary advantages and resource sharing.
The second is to mobilize enterprises to participate actively. On the site of the promotion meeting, travel agencies in Zhejiang and Sichuan signed the Framework Agreement on Cooperation between Zhejiang and Sichuan in Sending Tourists to Each Other, laying the foundation for the realization of tourism information exchange, experience sharing and resource complementarity between the two places, creating good conditions for the development of tourism in the two places, further strengthening the development of tourism markets in Zhejiang and Sichuan, and helping to promote the healthy, rapid and orderly development of the tourism industry in the two provinces.