Tengwang Pavilion in Nanchang, Jiangxi Province, reciting the Preface of Tengwang Pavilion for free tickets; Datang, a city that never sleeps in Xi ‘an, Shaanxi Province, won a souvenir with "Li Bai" on poetry; Enjoy the "Oriental Sculpture Exhibition Hall" at Maijishan Grottoes in Tianshui, Gansu … This year, the cultural tourism market continues to heat up, and many places "add points" for cultural tourism consumption.
In recent years, the trend of cultural inheritance and development driving the cultural tourism market has become more and more obvious. Cultural heritage sites, archaeological sites, historical and cultural cities (towns), national cultural parks and other cultural tourism destinations create new consumption scenes and attract more and more tourists. According to statistics, in 2022, more than 70% of tourists participated in more than two cultural activities on holidays. Under the background of deep integration and development of cultural tourism, cultural tourism projects carrying excellent Chinese traditional culture have attracted much attention.
Innovative development of cultural attractions is full of vitality.
At the beginning of the Hua Deng, it was located around Sansu Temple in Dongpo District, Meishan, Sichuan. There were many tourists coming and going, and the streets became more and more lively. "Night tour of historical and cultural blocks, exquisite architectural decoration lighting layout, people feel a different kind of historical charm." A tourist lamented.
It is the key to attract and retain tourists to have excellent cultural tourism projects. Dongpo District has vigorously developed the night economy, created a cultural tourist area of "Dongpo Drunk with the Moon", launched five characteristic tourist routes, and developed more than 10 research courses. In 2022, the number of A-level scenic spots in the whole region was 1.0282 million, and the total tourism revenue was 4.782 billion yuan.
Not only Dongpo District and Sansu Temple, in recent years, more and more places have modernized and innovatively presented cultural attractions, avoiding "one-size-fits-all visits to historical sites" and enhancing tourism attraction.
In Qufu, Shandong Province, Nishan Shengjing Scenic Area launched a large-scale live performance "Golden Sound and Jade Zhen" integrating sound and photoelectricity, which brought the audience an immersive appreciation of the charm of Chinese excellent traditional culture; In Wuhan, Hubei Province, a series of activities invited tourists to punch in the historical scenic area of Hankou and get to know the ancient and modern Jiangcheng again …
Innovative development has opened up a new path for the integration of cultural tourism.
Walking in Nanping, Fujian, where Zhu Xi Garden is located, you can often meet "cartoon Zhuzi" in the streets. From urban landscape, cultural tourism products to animation works, the vivid image of Zhu Xi and Zhu Zi culture have quietly entered people’s daily lives. Lei Xiying, head of the creative team of Cartoon Zhuzi, said: "We will continue to explore Zhuzi culture to make this cultural image more three-dimensional and vivid."
Tang Xiaoyun, vice president of China Tourism Research Institute, said that all localities should cultivate cultural heritage, promote the transformation of cultural and tourism resources into cultural and tourism products, and form a large tourism industry with multi-support, multi-industry symbiosis and multi-integration, so as to stimulate consumption potential with rich supply of cultural and tourism products and diverse cultural and tourism integration formats.
Film and television works have great potential to drive consumption.
Going to a place because of a drama, a movie or a program is a new phenomenon in the current tourism market.
The city streets full of fireworks, unique human history and fascinating scenic spots have made the audience yearn for it; With the help of the spread of film and television works to enhance their popularity, they can attract more tourists who come here.
90% of the location of the hit drama "Go to a Windy Place" was shot in Dali, Yunnan Province, and the location of the location was widely known. According to reports, during the Spring Festival holiday of the Year of the Rabbit, Dali received a total of 4,239,300 tourists, an increase of 219% year-on-year.
Another drama series, Long Moon Blooms, has benefited Bengbu, Anhui Province, whose cultural background is related to it. This year’s "May 1" holiday, Bengbu Cultural Tourism Bureau designed a tour route around the play and opened four free bus lines, allowing fans to punch in the same scenic spot in one step. The data shows that during the May 1 holiday, Bengbu received a total of 4.176 million tourists, up 162.39% from 2019.
"The prosperity of the Commercial Street is amazing, just like the Tang Dynasty in the movie!" Rolling, a senior high school student from Guangzhou, Guangdong, quickly booked a ticket and went to Xi ‘an after watching the movie "Three Wan Li in Chang ‘an", and visited the city that never sleeps on the night of his arrival.
Under the general trend of "film and television+cultural tourism", the popularity of cultural attractions has further started through the presentation of film and television dramas. According to reports, in July this year, Xi’ an City Wall ushered in the peak of passenger flow, an increase of 110% compared with the same period in 2019; The official summer study route launched by the producers of "Three Wan Li in Chang ‘an" is very popular.
On-line and on-line same frequency resonance, new format
Through social platforms to promote local scenery, online and offline new formats of cultural tourism with the same frequency resonance emerge one after another.
Tang Xiaoyun said that the proportion of catering consumption in tourism consumption has remained above 20% for a long time, and 90% of tourists will taste local specialties after arriving at their destinations. Among them, the driving effect of network anchors and bloggers has gradually emerged.
A food blogger on the video website, Li Li, shoots short videos of traditional food, which often attracts netizens to follow the local punch card for early adopters. In the first food video shot in Shandan County, Zhangye City, Gansu Province, diners and chefs sit around and taste the local specialties. Once the video was broadcast, the local passenger flow rose rapidly, and many foreign tourists lined up at the door of the store.
The "national tide" has become a new fashion of consumption, driving the consumption related to intangible cultural heritage to grow steadily. According to the data of Meituan and public comments, in the first three quarters of this year, the search volume with "non-legacy" as the key word increased by 168% year-on-year, and the group purchase orders related to the theme of "non-legacy" increased by 245% year-on-year.
On the public comment APP, a shop called "No.93 Hospital Intangible Heritage Workshop" was very popular, which attracted many netizens to trace it to the front door of Beijing. According to reports, there are nearly 30 group buying projects in the store, and customers can personally make intangible cultural relics with old Beijing characteristics.
According to the interviewees, culture and tourism have entered a new stage of deep integration: on the one hand, there are many types of products, and traditional culture and tourism integration products such as scenic spots, national culture festivals, cultural relics trails and archaeological research are well recognized by the market; On the other hand, there are many ways of integration, such as movies, performing arts, music, cultural creation, digital cultural tourism and festivals. Experts suggest that relevant departments, industry organizations, platform organizations and practitioners should give full play to their respective advantages and leverage their strength to activate new kinetic energy of consumption with traditional culture and realize two-way empowerment of cultural inheritance and development and cultural tourism consumption upgrading. (Reporter Liu Yang Chao Huang) (Zeng Yuxi participated in the writing)
Source: People’s Daily