The National Bureau of Statistics recently released the latest data: according to preliminary calculation, China’s gross domestic product (GDP) will exceed 100 trillion yuan for the first time in 2020. People’s growing needs for a better life are increasingly reflected in culture and tourism consumption. Recently, the Ministry of Culture and Tourism, the National Development and Reform Commission and the Ministry of Finance announced the first batch of national cultural and tourism consumption demonstration cities (hereinafter referred to as “demonstration cities”) and national cultural and tourism consumption pilot cities (hereinafter referred to as “pilot cities”), including 15 demonstration cities and 60 pilot cities. The pilot demonstration of “national brand name” has played a good role in promoting the expansion and upgrading of national culture and tourism consumption.
Highlight local characteristics
Culture and tourism consumption are closely related to people’s lives, and the formation of a pilot demonstration system of culture and tourism consumption is an important measure to promote the high-quality development of culture and tourism. In August 2019, the General Office of the State Council issued the Opinions on Further Stimulating the Consumption Potential of Culture and Tourism, proposing to promote the pilot demonstration of consumption and build 30 demonstration cities and 100 pilot cities by 2022. Taking the construction of demonstration cities and pilot cities as an opportunity, all localities have continuously increased their efforts in cultural and tourism consumption.
Langfang City, Hebei Province, as the first batch of national cultural consumption pilot cities, has gradually formed a two-pronged pilot model of “supply-side structural reform+consumption incentives” in recent years. The relevant person in charge of Langfang Municipal Bureau of Culture, Radio, Film and Tourism said that Langfang has strengthened policy support and formulated the Implementation Plan for Guiding Urban and Rural Residents to Expand Cultural Consumption in Langfang City and Ten Measures for Stimulating Cultural and Tourism Consumption Potential in Langfang City. There are relatively few tourist attractions in Langfang, but there are rich cultural resources such as cultural venues. Langfang will build cultural venues into tourist destinations and optimize cultural and tourism consumption scenarios.
In recent years, Chengdu, Sichuan Province, a demonstration city, has taken stimulating cultural and tourism consumption and promoting economic development as its strategic development goal. Duoyangnamu, director of Chengdu Culture, Radio, Film and Tourism Bureau, introduced that Chengdu actively practiced the development concept of cultural tourism integration, closely followed the strategy of building a world famous cultural city and an international consumption center city, and gradually formed a “guided by’ three cities and three capitals’, guided by meeting the growing needs of tourists and citizens, driven by night economy and weekend economy, supported by multipolar and multipoint cultural consumption activities, with’ cultural tourism plus’ and’ cultural tourism integration plus’ as the core.
Xuhui District of Shanghai, a demonstration city, takes the cultural brand of “the source of Shanghai style” as the core to enhance the cultural and tourism consumption environment. The relevant person in charge of Xuhui District Culture and Tourism Bureau said that Xuhui District fully relies on its own location advantages and resource advantages to create a consumption gathering area through the integration of cultural and business travel. Focusing on the brand building of “Shanghai Culture” and “Shanghai Shopping”, we will actively play the role of “starting” and “first store”, attract outstanding domestic and international cultural and tourism festivals and brand projects, and constantly create new consumption hotspots.
The relevant person in charge of the Industrial Development Section of Chaoyang District Culture and Tourism Bureau in Beijing, a pilot city, introduced that in order to further stimulate the potential of cultural and tourism consumption, a series of policy documents such as “Three-year Action Plan for Promoting New Consumption and Leading a Quality New Life in Chaoyang District (2020-2022)” have been successively issued at the district level. “After being selected as a pilot city, we are working hard to formulate relevant supporting policies, improve the working mechanism and increase support to provide support for deepening the construction of pilot cities and creating demonstration cities.”
Sustained release potential
In the process of promoting the high-quality development of culture and tourism consumption, all localities give full play to their own advantages, constantly optimize consumption scenarios, launch a series of consumption activities, and continuously release the potential of culture and tourism consumption.
Recently, Renaissance Beijing Jinmao Hotel launched afternoon tea “East of the Forbidden City” in combination with hutong culture, combining old Beijing snacks into an “edible quadrangle”, so that guests can feel the strong old Beijing culture while tasting delicious food. “East of the Forbidden City” is a regional culture and tourism brand created by Dongcheng District, a pilot city in Beijing. Since the brand was launched more than two years ago, it has become an important starting point for Dongcheng District to promote culture and tourism consumption by continuously enriching connotation, expanding cooperation and innovating marketing. “We follow the way of IP operation, dig deep into the brand connotation and tell the story of’ East of the Forbidden City’. Next, we will further study the extension and application of the’ East of the Forbidden City’ brand in the commercial field, and strive to provide practical help to enterprises and truly promote consumption. ” Song Xu, deputy director of Dongcheng District Culture and Tourism Bureau, introduced.
Changchun City, Jilin Province, a demonstration city, continues to aim at the ice and snow market and take measures to stimulate ice and snow culture and tourism consumption. On January 8, Changchun Municipal Bureau of Culture, Radio, Television and Tourism launched a new batch of electronic coupons for Huimin culture and tourism with a total amount of 2 million yuan, including ice and snow entertainment coupons, ski coupons and general coupons. According to the relevant person in charge of the Changchun Municipal Bureau of Culture, Radio, Television and Tourism, this move aims to further promote the recovery of the cultural and tourism markets, activate the potential of cultural and tourism consumption, and promote the integrated development of cultural and tourism creativity, shopping, catering and entertainment. Jilin City, Jilin Province, a pilot city, has also adopted the method of issuing cultural and tourism vouchers in promoting the consumption of ice and snow tourism, culture and tourism products. For example, the Municipal Bureau of Culture, Radio, Television and Tourism recently launched the “Huiju Jiangcheng” cultural and tourism vouchers distribution activity, and issued 1.5 million yuan vouchers in the first phase.
Night tour, night shopping, night eating, night entertainment … In the pilot city of Changzhou, Jiangsu Province, the economic development atmosphere of night tour is rich. During the first “Changzhou Nightlife Festival” held in 2020, Changzhou launched more than 100 colorful cultural and tourism activities, attracting more than 1 million citizens and tourists, and stimulating consumption of over 500 million yuan. In order to prosper and develop the city’s night economy, the Changzhou Municipal Government Office issued the “Implementation Opinions on Accelerating the Development of Changzhou’s Night Economy” in August 2020, integrating superior resources to create consumption hotspots.
Promote consumption upgrading
In recent years, China’s new consumption characterized by online shopping, mobile payment, online and offline integration has developed rapidly. Cultivating and expanding new consumption and promoting the integration of online and offline consumption have become an important starting point for promoting the upgrading of cultural and tourism consumption in various places.
In promoting the construction of demonstration cities, Nanjing, Jiangsu Province promotes the online and offline interconnection of cultural and tourism consumption. At the end of last year, the Municipal Bureau of Culture and Tourism launched the small program of Nanjing characteristic culture and tourism commodity information management system, which has collected more than 2,000 cultural and tourism commodities. Xie Senlong, director of the Industrial Development Division of Nanjing Culture and Tourism Bureau, said that in the future, the small program will add functions such as precise search and fuzzy association. “Feedback the market demand to R&D institutions through users’ search, so as to promote supply-side reform and promote the upgrading of culture and tourism consumption.”
In order to polish the logo of “Jiangnan Culture” more brightly, Suzhou, Jiangsu Province, a demonstration city, launched a three-year action plan for branding “Jiangnan Culture” on January 12, and started the construction project of “Ten Scenery of Canal”, creating landmark projects and landmark landscapes such as Wumenwangting, Hushuguan, a night-mooring near maple bridge, Pingjiang Gu Xiang and tiger hill with high standards, and constructing “Shuiyun Ancient City” and “Shuixiang Ancient Town” covered by the Grand Canal National Cultural Park.
In order to create a “internet plus cultural consumption” model, the cultural and tourism departments of Zhuzhou, a pilot city in Hunan Province, entrusted enterprises to develop and build an information platform for Zhuzhou cultural consumption. Peng Xiyu, deputy director of Zhuzhou Culture, Tourism, Radio, Film and Sports Bureau, said that the platform fully integrates cultural, tourism, radio, film and sports resources, and the number of cultural and tourism enterprises has increased from 32 in the initial two years to 100. The platform also launched the “All-in-One Card for Cultural Travel” to further guide and stimulate cultural and tourism consumption according to the principle of first free and subsequent discounts.
(Interviewer: Cui Zhe Tang Bonong, English Gao Yue Gu Youhua, Hui Gao Li Maochun, Pu Yu, Liu Yuping Yuan Tingting Xu Jin, Chen Juncheng, Bai Hua, Ni Yiwen, Manuscript: Wang Wei)