He pointed out that historical and cultural heritage carries the genes and bloodline of the Chinese nation, belonging not only to our generation but also to future generations. We must respect history, culture, and ecology, comprehensively protect historical and cultural heritage, coordinate tourism development, characteristic management, and ancient city protection, establish a solid bottom line for cultural relics safety, and safeguard the precious wealth left by our predecessors. Promote the deep integration of historical and cultural heritage with tourism.
China is a country with a long history of ancient civilization and an extremely rich cultural heritage. Various cultural heritage is not only an important carrier of excellent traditional Chinese culture, but also an important foundation for the sustainable development of the tourism industry. Promote the deep integration of historical and cultural heritage with tourism. Since its launch in April 2021, this event has sparked strong reactions in the national cultural and tourism fields. According to the application period determined in the event notice, the organizer received a total of 146 cultural heritage tourism cases selected from various regions. In October 2021, the organizer organized experts to conduct a preliminary evaluation of the application cases, and selected a total of 100 typical and innovative cases, which were listed as the “2021 National Top 100 Cultural Heritage Tourism Cases” and released during the “2021 China ASEAN Expo Tourism Exhibition” organized by the Ministry of Culture and Tourism. According to the “Measures for Promoting the Top 10 National Cultural Heritage Tourism Cases (Trial)”, in early 2022, the organizers of the event will carry out the final evaluation of the Top 10 National Cultural Heritage Tourism Cases and Excellent Cases on the basis of the “Top 100 Cases”. On March 11th, the final evaluation meeting of the “2021 National Top 10 Cultural Heritage Tourism Case Promotion Activity” was held in Beijing. The final evaluation committee conducted comprehensive evaluations based on the advantages and characteristics of relevant case projects in value interpretation, cultural relic protection and utilization, tourism brand marketing, tourist experience, promoting sustainable development of cultural heritage sites, promoting excellent cultural traditions, and enhancing national cohesion Real name voting selects “2021 National Top 10 Cultural Heritage Tourism Cases” and “2021 National Cultural Heritage Tourism Excellent Cases”. Taking a comprehensive view of the top ten outstanding cases and outstanding cases that have emerged this time, we can outline some characteristics and trends of the current integration of cultural heritage and tourism development in China.
One is the rich types and diverse content of tourism products. The shortlisted project cases include comprehensive cultural heritage tourism service improvement projects such as the “Beijing Palace Museum Ice Cellar Service Area”, as well as cultural heritage tourism route (area) development projects such as the “Tasting Old Chengdu and Traveling in the Three Kingdoms – Chengdu Wuhou Temple Cultural and Tourism Integration Innovation Project”; There are both development projects for cultural heritage characteristic tourism activities such as the “Jinci Guofeng Cultural Festival”, as well as museum research tourism characteristic projects such as the “Nanhai I Theme Research Tourism Project”. Covering different categories of tourism activities and different links of tourism services, it reflects the deep integration of cultural heritage content elements with various products in the tourism field.
Secondly, there are numerous and exciting categories of cultural heritage involved. A group of revolutionary cultural relic themed tourism projects represented by the “Xiamen Hulishan Battery Cultural Tourism Integration Practice Case”, a group of archaeological relic themed tourism projects such as the “Anji Ancient City National Archaeological Site Park Research Tourism”, and a group of intangible cultural heritage themed tourism projects such as the “Cross Strait Heaven Worship and Blessing Activity”, A batch of rural heritage themed tourism projects such as “Yongding Tulou Cultural Tourism Integration Boosts Rural Revitalization” and a batch of museum themed tourism projects such as “Nanjing Chinese Imperial Examination Museum Cultural Tourism Integration Project” have stood out, fully reflecting the diversified development trend of cultural heritage tourism projects. The development covers revolutionary cultural relics, archaeological sites, rural heritage, and the protection and utilization of traditional immovable cultural relics Numerous heritage categories such as intangible cultural heritage, rich and colorful cultural heritage, are becoming an important driving force for tourism development.
The third is that the applicant has diverse attributes and extensive participation. The projects that have been shortlisted for the final evaluation have covered more than 20 provinces, autonomous regions, and municipalities directly under the central government in terms of geographical coverage. The applicants include museums, memorial halls, grassroots cultural and tourism departments, cultural and tourism enterprises, etc. Non state-owned museums, private cultural and tourism enterprises, and other non-state-owned entities account for a considerable proportion, fully reflecting the positive trend of cultural heritage tourism shifting from relying solely on government leadership to diversified social participation.
At the final evaluation meeting, 15 experts and scholars from cultural heritage, archaeology, tourism, museums, and other fields gave praise to this event. Wang Wei, Chairman of the Chinese Archaeological Society, stated that this activity is a very good example of revitalizing, creatively transforming, and innovatively developing cultural heritage. The shortlisted cases are quite distinctive, indicating that there has been significant progress in the field of cultural heritage in the past few years in terms of cultural tourism integration. Chen Ailan, former director of the Henan Provincial Bureau of Cultural Relics, said that cultural heritage needs to be integrated with tourism in order to be recognized by the general public and truly play its due role. With the development of cultural heritage in recent years, there have been many new changes and achievements in the location of the shortlisted cases, and these experiences are worth learning and learning from. Li Yaoshen, Director of the Academic Committee of the Beijing Lu Xun Museum (Beijing New Culture Movement Memorial Hall), said that with the active promotion and application from the organizers, co organizers, and various regions, this promotion event has received good industry attention and social response. The selected top ten cases and excellent cases from the top 100 projects should be said to be selected from the strong, and the purpose of this event is not only to evaluate the top ten cases, The next step is to rely on relevant media platforms to increase the publicity of relevant cases, let more peers understand the advanced practices and experiences of the “Top 10”, continuously improve the brand value and social impact of cultural heritage, guide tourists to actively participate in cultural heritage tourism projects, care, support, and participate in cultural heritage protection and utilization.
Liu Shifa, the president of China Cultural Relics News, pointed out that currently, cultural heritage tourism is still a thriving sunrise industry, and the selection of the top ten and excellent cases is only the beginning. Next, we will rely on the media platform affiliated with China Cultural Relics News to further promote relevant cases, actively promote the deep integration of cultural heritage and tourism, incorporate more cultural heritage resources into tourism routes, improve the quality of cultural heritage tourism, and assist in the construction of a socialist cultural power.
(Li Chen)