In the past “China Tourism Day”, Anjiyu Village, Zhejiang Province held a series of cultural tourism activities, a dazzling Gongfu market, wonderful camping concerts, and thrilling shooting games attracted many foreign tourists to check in at the peak.
Potang Village Tea Garden Photo courtesy of Shaoxing Yuecheng District Bureau of Culture, Radio, Television and Tourism
In recent years, all parts of Zhejiang have actively explored new paths and models of cultural and tourism integration, relying on the rich cultural and tourism resources of the province, cultivating new business forms, introducing new talents, strengthening the creation of scenic spots, promoting industrial upgrading, continuously promoting the high-quality development of the cultural and tourism industry, driving the upgrading of tourism economy, and helping Zhejiang build a common prosperity demonstration area.
Take advantage of the geographical advantages to create popular attractions
The tea garden has become an Internet celebrity check-in place, and the traditional winery has been upgraded to a live broadcast base… Walking into Potang Village, Yuecheng District, Shaoxing City, towering ginkgo, 100-acre tea plantations, and thousand-year-old roads constitute a beautiful Jiangnan landscape painting. Once one of the top ten “backward villages” in Yuecheng District, it has now become a popular tourist attraction, attracting many citizens and tourists.
Luo Guohai, secretary of the party committee and director of the village committee of Potang Village, said that a few years ago, the environment of Potang Village was very general, and few tourists visited. The large and small tea plantations in the village are uneven and unsightly. In recent years, he has led village cadres and villagers to integrate tea gardens, dredge tea garden roads, improve the landscape and facilities in and around the tea plantation, and invite the “Yixiang Construction” team of Chinese Min University to settle in and transform the scenic spots in the village. The team pulled up four or five meters high fluorescent yellow satin in the emerald green tea plantation, and when the wind blew, it was like a “wind blowing wheat wave”, which was spectacular and attracted the admiration of tourists.
Upgraded from scattered tea gardens to an Internet celebrity check-in place integrating sightseeing, food, experience, photography and other functions, Potang Village not only drives the employment of local farmers by planting tea, picking tea and selling tea, but also derives “tea” products such as tea cakes and tea sugar, making tea gardens more out of the circle and realizing the iterative upgrading of the tea industry.
When it comes to Shaoxing, the first thing that comes to mind may be Shaoxing rice wine, and most tourists who travel to Shaoxing will bring a bottle of authentic Shaoxing rice wine as a souvenir. Located in Yuecheng District, Shaoxing City, Guyue Longshan Central Wine Warehouse is currently the world’s largest rice wine warehouse, covering a total area of 308 acres, with 18 large wine warehouses and 11 million altars of original wine in Datan. In June 2021, the Central Wine Warehouse officially settled in the Douyin live broadcast room, showing the audience the magnificent scene of tens of thousands of rice wines piled up through the lens. “Many citizens and tourists learned about Shaoxing rice wine in the live broadcast room and became deeply interested in the rice wine culture for more than a thousand years. Many consumers even drove more than 100 kilometers to visit the wine warehouse and taste the wine. The relevant staff of the central wine warehouse said.
According to the relevant person in charge of the company where the central wine warehouse is located, in the past three years, affected by the epidemic, the number of citizens and tourists visiting the wine warehouse every year is far less than before, and the sales volume has also decreased significantly. How to further integrate with the cultural tourism industry is a pain point and difficulty in the company’s development.
“The opening of the live broadcast room provides a good model for the company’s industrial transformation and upgrading, and also contributes to the promotion of Shaoxing’s tourism development.” In addition to live streaming and selling alcohol, it also sells cultural and creative tourism such as rice wine milk tea and rice wine popsicles.The product, once launched, has been recognized by the market and attracted many tourists to come to taste. ”
Integrate tourism and upgrade consumption scenarios
During this year’s May Day holiday, many tourists checked in Zhejiang Zhuji Shanxia Lake Pearl Town. In the town’s Fengjiang New Orange City Twin Combination Scenic Area, there is a Behra jewelry experience store led by the pearl industry, with pearl research and development as the main line, integrating research and learning projects such as seed beads, breeding pearls, pearl exploration, pearl retrieval, and pearl processing, and has become an Internet celebrity check-in point during the holiday.
“There are hundreds of acres of pearl cultivation bases, and we can not only pick mussels and open pearls directly in the base, but also watch the production process of pearl jewelry on the spot, which is very interesting.” Wang Fen, a tourist from Wuhu, Anhui Province, said.
Zhuji is a famous pearl town. Wang Yilin, deputy director of Zhuji Municipal Bureau of Culture, Radio, Television and Tourism, introduced that in recent years, Zhuji has focused on deepening the pearl industry, set up the country’s largest pearl professional market – East China International Jewelry City and the only provincial pearl industry processing park in China, and used this as the central point to aggregate multi-format and multi-scene, successively built landmark buildings such as the World Freshwater Pearl Museum, Pearl Lake Park, Pearl Theme Homestay Group, held the World Pearl Conference, China Pearl Festival and other festivals, launched experience projects such as mussel adoption, and gradually formed a culture +The complex tourism model of business + research promotes the integrated development of consumption scenarios and accelerates the creation of a panoramic and multi-format tourism destination.
Winding paths, simple and elegant gardens, green bricks and gray tiles, beautifully designed houses… Located in Lishan Huzhou Deqing County, Lishan Zhuju Resort, it is like being in an ancient village in Jiangnan Water Town. Lishan Residence is backed by Lishan Mountain, facing the Guanyin Yang Thousand Mu Water System, the ancient houses in the resort have scattered water features, and the garden landscape is unique. On the boating lake, the tranquility and pleasantness of “picking chrysanthemums under the eastern fence and leisurely seeing the South Mountain” came into being.
Tang Zhonglei, owner of the resort, said: “Lishan Residence is not only a pristine leisure residence, but also a ‘micro-vacation’ place that integrates Hanfu makeup experience, immersive script killing, outdoor archery range, fishing garden and other experience projects and consumption scenes, allowing tourists to eat happily and live comfortably, while also meeting the experience needs of guests of different ages.” ”
Share urban and rural culture and promote spiritual common prosperity
As a demonstration area for high-quality development and common prosperity, Zhejiang has always placed cultural civilization in a prominent position in the construction of the demonstration area, adhered to the focus on rural cultural construction and guided by the cultural needs of the masses, and focused on building cultural bases and projects such as rural museums and cultural stewards, promoting urban and rural cultural sharing, and helping to achieve spiritual common prosperity.
In May this year, Zhejiang Province announced the list of the first batch of rural museums, and 56 museums were selected. Among these museums, there is the Fuxi Street Farming Culture Center, which reproduces the farming civilization, and the Changxing County Party Committee Secret Traffic Station Exhibition Hall, which tells the red story well..There is a lake pen memorial hall that shows the culture of the lake pen… The existence of the museum allows those old objects of production and life in the countryside that have long been withdrawn from people’s sight to have a better destination, so that precious historical documents can be well preserved and inherited.
“The Village Museum is like a cultural bridge connecting the past, present and future, preserving the strong nostalgia and memories of the older generation, and also providing a platform for future generations to understand rural culture.” Zhang Wei, a citizen of Shaoxing, said that in the future, he will go into more rural museums to explore the stories behind each village.
In order to enrich the spiritual and cultural life of the people, provide more high-quality and high-standard cultural services for citizens, and ensure that the results of cultural enrichment benefit every people, in recent years, Hangzhou has innovatively launched the “Cultural Butler” project. The project takes grassroots cultural stations as the position, the government funds to purchase services, and social and cultural institutions provide the people with a package of public cultural services such as cultural promotion, training seminars, event planning, brand building, digital culture and venue operation according to the list of needs. At present, the project has introduced a total of 34 third-party institutions, settled 339 housekeepers, covering 2,061 villages, training 4,039 rural literary and artistic teams, benefiting more than 1.5 million people, and gradually realizing that “towns and towns have ‘cultural stewards’, and village culture is managed”. This is a useful exploration to optimize grassroots public cultural services and help the long-term development of rural cultural auditoriums.
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