On October 10th, the first Zhejiang Provincial Culture and Tourism IP Promotion and Exchange Conference was successfully held. Xu Peng, Deputy Director of the Department of Culture and Tourism of Zhejiang Province, Member of the Party Leadership Group, and First Level Inspector, attended and delivered a speech.
Xu Peng proposed that culture should be used to shape tourism, and tourism should be used to honor culture. In the context of the integrated development of culture and tourism in the new era, cultural tourism IP has become an important grip and booster for promoting the high-quality development of the cultural industry and tourism industry, and is also an inevitable requirement to meet the people’s personalized, characteristic, experiential, and high-quality needs for culture and tourism.
Xu Peng emphasized that the provincial cultural and tourism system should strengthen planning guidance, policy support, integrate advantageous resources, and bring forth new ideas. The next step is to strive to achieve the following four aspects:
First, we will always closely adhere to the construction of a demonstration area for comprehensive rural revitalization and common prosperity, do a good job in the construction, dissemination, and value transformation of rural IP in scenic areas, go deep into the countryside, and care about and guide the construction of rural cultural tourism IP. The second is to give play to the leading role of the existing demonstration level cultural tourism IP, do a good job of tutoring and promoting inbound cultural tourism IP, benchmark the development experience of famous cultural tourism IP at home and abroad with demonstration level cultural tourism IP, actively explore their own development path for inbound cultivated cultural tourism IP, and constantly cultivate more cultural tourism IP. Third, increase the promotion of cultural tourism IP in Zhejiang Province, help Zhejiang Province’s cultural tourism IP go global, dare to try new media, and be good at using new media. Fourth, attach importance to the cultivation of cultural and tourism IP talents, build a professional talent team for cultural and tourism IP, and actively explore the establishment of Zhejiang Province’s cultural and tourism IP talent pool.
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At the meeting, Professor Yi Kaigang, Director of the Zhejiang Culture and Tourism IP Research Center and Professor of Zhejiang Business University, released the “Zhejiang Culture and Tourism IP Development Report (2019-2021)”, which mainly includes four parts: development background, development status, development model, and development countermeasures.
At the meeting, a provincial demonstration cultural and tourism IP representative awarding ceremony was held, and the first and second approved cultural and tourism IP lists in Zhejiang Province were announced.
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The demonstration level cultural tourism IP representative made an exchange speech.
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At this promotion meeting, the third round of application for Zhejiang Province’s cultural and tourism IP was launched (scan the QR code below to view the application notice).
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