On the city's overall tourism development thinking and suggestions

October 15 to 18, the municipal party committee office, the municipal government office organized a study group to go to Ninghai County, Zhejiang Province, Jiangshan City, as well as Yixian County in Anhui Province to study the experience related to the development of regional tourism, has visited the former Tong Town, Ninghai County, Jiangshan City, XX Town, Qingyang Village, Dachan Township, Dachen Village, Yixian County, Hongcun, Tachuan Village, all over the thriving, distinctive development of the whole area of tourism to let everyone not only open up the horizons, and Increased pressure. Now the study visit report is as follows.

I. Impression and feeling

1. distinctive positioning. The positioning of tourist destinations is considered to be one of the most important aspects of the development of regional tourism and a basic means to carry out market differentiation and competition. Ninghai, Jiangshan, and Yixian counties have effectively opened up their markets through distinctive and highly recognizable tourism positioning, and have achieved a point-driven publicity effect. For example, Ninghai County has taken "Jingcheng Ninghai" as its brand positioning, spreading the tourism image of Ninghai with the beauty of quietness, and spawned the whole region tourism brand image "Ninghai" with "quietness" as the keynote and "moe" as the style. The tourism brand image "Ningbao", through the IP-based network marketing, Ninghai has received wide attention in the tourism market. Jiangshan City, with "Qingyang Mao's culture" and "Sanmao Yi Dai" as the representative of the Republic of China agent culture **** with the composition of the two major features of Jiangshan tourism, its "Millennium Ancient Road - Embroidery Jiangshan" brand slogan, both to recognize the "ancient road" and the "ancient road", and to promote the "ancient road". The brand slogan, not only highlights the profound history and humanities, but also cleverly covers the Xianxia Pass, Jianglang Mountain and other scenic spots, so that tourists will never forget. Yixian County, relying on the "Hui culture", "ancient architecture + B&B" as the core, to create "China's painting in the countryside", to cultivate the Xidi, Hongcun as the representative of the internationally renowned tourist attractions.

2. The layout is excellent. The development of regional tourism is by no means a village fire, household smoke, but to point surface combination, mutual promotion and mutual development. The inspection team was particularly impressed by the panoramic, full-coverage, all-encompassing layout of tourism planning. For example, Ninghai County as early as 2011 will put forward the "big scenic spot" strategy, will be included in the county travel commission county "multi-gauge integration" joint meeting of the permanent departments, strengthen the tourism front function, and put forward the implementation of the "hundred villages, thousands of lodging 10,000 scenery "Project, planning to connect the townships, streets, "a ring of eight lines" scenic route construction system, along the boutique villages, demonstration villages, central villages and other organic "strings", forming a three-dimensional construction covering the county, town, village, household Network. Jiangshan City, on the basis of "multi-planning", the 2019 square kilometers of the city area as a complete tourist destination scientific planning, carefully dress up the countryside and the city of the two large gardens, focusing on resources to build the World Heritage Jianglang style line, seven-color security style line, the ancient town of health rhyme line, happy countryside scenery line, the village song culture and customs line, the drunken beauty of the Bowls Kiln wind line 6 boutique lines, the formation of "ancient tracing, the most Jiangnan, the World Heritage Jianglang, photovoltaic town, colorful security, the ancient town of health" 6 landscape areas. Yixian County is the integration of regional tourism into urban and rural construction and economic and social development in all areas, the development of tourism and ecological environment construction, protection of historical and cultural heritage, rural tourism projects to enrich the people organically combined with the Hui style Hui Yun, celebrity residences, XX ancient towns and villages, famous mountains and water "multi-point" tourism resources in series, the implementation of the scenic spot Differentiated to create a spatial panoramic system of tourism, key areas in the city, key tourism plate, rural tourism agglomeration areas, A-level scenic villages have successfully created more than 3,000 unique style, integrated into the environment of the landscape sketches, to achieve the "point on the United States, the United States on the block, the United States, the line on the United States, the beauty of the whole region.

3. Convenient and enjoyable supporting sufficient. The upgrading of tourism facilities, whether to meet the needs of tourists "food, housing, transportation, travel, shopping, entertainment" is to determine the level of development of regional tourism is the core of the first batch of national tourism demonstration zones, whether it's Ninghai, Jiangshan or Yixian County, to improve the tourism facilities to enhance the experience of tourists, the degree of comfort is to do! have been perfected and fine-tuned. For example, Ninghai County invested 4.5 million yuan in 2016 to build a tourism scientific testing platform and establish the first county-level tourism big data center in Zhejiang Province that is independently designed, developed and operated, which realizes a full range of dynamic testing and management, such as passenger flow testing, marketing decision-making, high-quality routes, and public opinion analysis by integrating the data of 16 tourism-related departments such as public security, transportation, and the three-network operators and the smart UnionPay. Through the launch of tourism APP, it is convenient for tourists to inquire about routes and book hotels. Jiangshan City, on the other hand, focuses on solving the "last kilometer" of tourists' travel, has invested 340 million yuan in the construction of comprehensive passenger transportation hubs and other projects, opened the high-speed rail station to the main scenic spots of the bus line, built 102 electric car rental points, 12 high-end bicycle rental points, put **** enjoy the new energy electric car 400, sports and leisure Bicycle 250, covering the central city and major tourist attractions, to create a 1-hour traffic circle of Jiangshan tourism. Yixian County has been y cultivating the tourism industry for decades, and has always insisted on continuous exploration and enhancement of supporting services. Since 2016, the county's urban and rural areas, transportation and other departments' investment in travel-related funds has reached more than 20% of the fiscal revenue. At present, the roads connecting the core scenic spots have all reached the standard of level 3 highway or above, forming the tourism transportation network of "fast travel" and "slow travel". At the same time, through the layout of the panoramic map of the whole region tourism, tourism traffic signs, tourism stations, etc., the formation of three-level tourism distribution consulting services system, after nearly 40 years of precipitation and accumulation, Yixian County's tourism supporting services have become increasingly mature and perfect [food 1046 Anhui cuisine restaurants, specialty cuisine and other types of catering enterprises;

live in 1,193 themed hotels, boutique B&Bs, forest huts;

travel 17,000 square meters of food;

travel 17,000 square meters of food;

travel 17,000 square meters of food. p>

line has 170 kilometers of boutique routes, 5 sports bases;

tour has 6 scenic spots above 4A level, 44 traditional villages, 1684 Ming and Qing ancient buildings, etc.].

4. Hundred barges of momentum. Currently, the regional tourism has become a national strategy, the formation of the national up and down the blossom, you catch up with the development pattern of the regional tourism, tourism to drive and promote the overall development of the local economy and society has become a new normal. For example, as the birthplace of "China Tourism Day", Ninghai County shouted "world tourism, Ninghai open tour" slogan, and with unprecedented strength and height, the development of tourism industry. From January to June this year, the county received 8.7735 million domestic and foreign tourists, the total income of the tourism economy amounted to 9.106 billion yuan, an increase of 18.63% and 13.53%, respectively, the turnover of the county's lodging 156 million yuan, driven by the sales of agricultural and sideline products of 410 million yuan, the focus of the tourism townships of the farmers' tourism-related income accounted for the proportion of disposable income up to 50%. Jiangshan City, on the other hand, has built a cornerstone for the high-quality development of regional tourism through the landing and construction of a large number of key tourism projects. Preliminary statistics show that in 2018, the city has 146 tourism projects under construction, and actually completed an investment of 3.15 billion yuan, a year-on-year increase of more than 66%;

In 2018, the city*** received 18,689,000 domestic and foreign tourists, realizing a total income of 11.87 billion yuan from the tourism economy, a year-on-year increase of 24.2% and 24.5%, respectively. Yixian County, on the other hand, relying on excellent ecological advantages, heavy cultural heritage and rich tourism resources, focuses on creating three service industry clusters in Hongcun Rural Tourism Industrial Park, Xidi Heritage Town, and Guyixian Slow Life Small Town, and the benefits of industrial clusters are becoming increasingly prominent, and in 2018, the county's rural tourism featured industrial clusters (bases) realized an operating income of 2.43 billion yuan, a tax revenue of 784.2 million yuan, and absorbed a direct working population of Over 10,000 people;

In 2018, the county*** received 11,960,900 domestic and foreign tourists, realizing a total income of 9.871 billion yuan from the tourism economy, up 15% and 13.9%, respectively, year-on-year.

Two, the city's overall tourism development status

In recent years, the city relying on good natural resources, profound human heritage, in the process of promoting tourism development has made certain achievements, especially with the arrival of the age of self-media, the success of the creation of the West Village, Sequoia Grove, South Anhui "Sichuan-Tibet line" and so on. A number of net red attractions, but there are still many shortcomings compared with the requirements of the development of regional tourism.

1. Brand image fuzzy. Nearly 20 years of tourism development history, we have put forward the "Pearl at the foot of Mount Huangshan, the Red Chamber dream of the government" "Oriental Luxembourg, dream of peach blossom" and other urban tourism positioning, but can not accurately overview of Ningguo tourism image, can not reflect the differences of Ningguo tourism. The difference of tourism in Ningguo. What is the core image of Ningguo tourism? What are our specialty products? Who are our target customers? There is no precise answer. The ambiguity of brand positioning will lead to tourists have no distinctive brand impression of Ningguo, and even generate boredom, which will become a major obstacle to planning the long-term development of regional tourism.

2. There is a lack of tourism. This year, the city attracted only eight tourism projects, the actual landing of only three projects [Qinglong Yunwu tea tourism projects, port tea township slow city project, in the creek landscape neighboring countries project], "big high good" tourism project attraction difficult, difficult to sign, difficult to land the city's overall tourism development is facing a major bottleneck. And most of the tourist attractions in the form of a single, tourist participation is not high, the phenomenon of homogenization is obvious, the overall efficiency of the tourism economy is not high, the driving effect is not obvious. In terms of tourism products, the lack of fist products, core products, low level, small scale, market competitiveness is not strong also hindered the development of regional tourism quality.

3. Insufficient supporting facilities. Transportation network, the city has not yet set up a special tourist bus, train station, bus station and various scenic spots, attractions between the transfer system is not sound enough, part of the road through the scenery does not meet the tourism level highway standards, and in the "Lichma" typhoon disaster, Shizhushan, Xia Lin, Wuyue Ancient Road, such as scenic spots road damage is serious, in the short term It is difficult to recover;

In terms of food and accommodation, there is still a lack of well-functioning municipal tourism distribution centers, as well as high-quality, characteristic catering and accommodation, culture and entertainment, and other ancillary facilities, which makes it difficult to meet the differentiated and multi-level needs of tourism consumers. In terms of scenic facilities, some tourist toilets, tourist parking lots, tourist signs and signage and other functions need to be further improved and upgraded.

Three, experience and inspiration

From the results of the development of regional tourism around the world, both the advanced concept of catalytic, but also institutional mechanisms to promote, both by the large, high-quality project traction, but also small, small and beautiful product marking, but also for the city's development of the overall tourism to provide a lot of valuable experience.

1. Integrated planning, clear development blueprint. The development of regional tourism, planning first is the first step, only adhere to the "a blueprint drawn to the end, a term after a term dry" in order to realize the long-term development of regional tourism. Suggestions: First, the establishment of a joint conference system for the development of regional tourism, coordinating the city's work on regional tourism, research and development of policies and measures, coordinating and solving related problems, in particular, to strengthen the city's overall planning for regional tourism, land use planning and industrial planning of the docking and coordination. Second, the establishment of tourism project planning and design implementation supervision mechanism to ensure that the city's tourism projects, attractions, deepen the design in accordance with the "unified style, highlighting the highlights, affordable" principle of the implementation of the need to build, so that the social and economic benefits maximized. Third, the implementation of the "Qinglong Bay Scenic Area" strategy, with the Qinglong Bay Scenic Area as the core, to the south of Anhui Province, "Sichuan-Tibet line" as the main line, planning to link XX, Qinglong, Fangtang, Zhufeng, A Road, Hule and other townships and streets of the boutique villages, B&Bs, attractions, etc., the formation of a mountain, Water, humanities, food and comprehensive three-dimensional tourism network.

2. Cultivate within and attract outside, strengthen the industry support. Inside the digging featured resources, to the outside to attract high-quality tourism projects is to enhance the overall quality of the whole region's tourism the most direct, the most effective two paths, in the early stage of the development of the whole region's tourism Ningguo is particularly important. Suggestions: on the one hand, further digging tourism resources, around the city's "red building culture, Shexiang culture, dragon kiln culture", etc., to fully tap the famous people and residents of the humanities and customs, and promote the quality of tourism and efficiency. For example, the red chamber culture as a link, in the red chamber dream cultural park on the basis of a period of planning red chamber food, red chamber opera, garden art, carving art and other tourism industry;

to the Shexiang culture as the basis for the Shexiang marriage, bonfire party, folk song and dance activities, production and marketing of Shexiang headdresses, embroidered shoes, the ancient pattern engraved stamps and other tourist souvenirs;

to the Dragon Kiln culture as a special feature, planning the Dragon Kiln reality The Dragon Kiln culture as a feature, planning the Dragon Kiln real-life, DIY creative production and other interactive experiential projects, production and marketing of Dragon Kiln handmade souvenirs. On the other hand, increase the integration of resource packaging efforts, and actively attract foreign projects. For example, around the South Anhui "Sichuan-Tibet line", you can attract the strong strength of the well-known enterprises stationed in the development of self-driving tour camps, motels, open-air cinema, etc., the formation of the whole industry chain covering the self-driving tour. Around the "small three lines" site, to attract investment in the construction of "small three lines" cultural tourism factories, historical museums, exhibitions, physical artifacts, historical photographs, sculpture models, etc., to plan the youth tour, hometown tour. Another example, the recent discovery of the latest "love island", the introduction of a strong group of companies within the scope of the law and policy to carry out comprehensive development, to further expand the island of Qinglong Bay carrying function, to create a new highlight of the Qinglong Bay scenic spot.

3. Government-led, creating social synergy. From the results of the development of regional tourism around the world, we can see that in the stage of regional tourism rely only on the government alone has been unable to adapt to the new development situation, it is also difficult to form a climate. Only by relying on government policy guidance and introducing strategic investors to participate in investment, management and operation can we truly stimulate the endogenous momentum of the whole region tourism. Suggestions: First, revitalize effective assets. Learning from Yixian County in the solution of state-owned immovable cultural relics protection and utilization of "entrusted management" mode [under the premise of property rights of state-owned, approved by the county cultural relics department for approval and preparation, by the town and village and the use of the relevant agreements signed for cultural creativity, display exchanges, etc.], the old street of the Hule Division, the old village of Shangtan and a number of historical and cultural resources to carry out rational development, to achieve the effective use of resources. Development, realize the effective use of resources. Second, explore the market-oriented operation. Fully summarize the relevant experience of market-oriented operation of scenic spots such as Shanmen Cave, Sequoia Forest, etc., led by the Cultural and Tourism Investment Company, further rationalize the ownership relationship of each attraction, learn from the asset securitization of scenic spots in Ninghai, angel investment and other modes, and promote the participation of social capital in the construction of tourism projects, integration of various types of high-quality tourism resources, and accelerate the development of group development and comprehensive development. Third, to attract private capital. It is recommended to introduce relevant implementation opinions to encourage and guide private capital investment in tourism, launch preferential policies to encourage private capital investment in tourism, and guide more private capital power to develop the tourism industry. At the same time, combined with the creation of a national civilized city, vigorously promote the "township culture";

The tourism townships to actively carry out townships to map the work of the townships, through the holiday condolences, exchange of information, visits and other forms of fellowship, in order to nostalgia, nostalgia as a bond, to maximize the winners out of the townships of the home of the sincere support and feedback, and to promote their concern for their hometown, support for the construction of their home town. The company's website has been updated with the latest information on the company's website and the latest news.

4. Highlight beautification, dress up the scenic environment. The inspection points in the improvement of rural habitat environment also formed a set of unique approach experience. For example, XX town Qingyang village [Jiangnan Mao's birthplace, Mao Zedong's ancestral home] to "party building +" way, give full play to the village two committees and party members, to promote village governance, improve the appearance of the village, and at the same time vigorously carry forward the family customs and traditions, to create a "thousand years of Qingyang celebrities, the fragrance of the book Yatju cultivation and reading pass on family "Mao's cultural village. Dachen Township Dacheng village based on village conditions, explore "party building, cultural inspiration" of village governance "Dachen model", the implementation of the General Branch service "seven one" project [a broom "Sweep" a new world, a village song "sing" a good village style, a network "weave" the zero distance between the party and the community, a photo "show" the "Family and all things happy, a village book" write "out of the villagers true beauty, a blueprint" draw "out of the happy Dachen village], vigorously develop rural leisure tourism. Suggestions: First, to further deepen the role of grass-roots party organizations, led by the Municipal Party Committee Organization Department, in the tourism key towns and villages to create a party building service brand, calling on party members to volunteer to contribute to improve the roads and other infrastructure damaged by the disaster, to carry out towns, villages and garbage cleaning, to achieve the "party building + rural tourism + volunteer activities" normalized for the countryside tourism. Rural tourism. Second, combined with the change of customs, will guard the environment, civilization and honesty and tourism development closely related to the contents of the village rules and regulations, so that the village rules and regulations to become a scenic spot code, through the party spirit of the countryside and the improvement of public morals to form a good atmosphere for the development of regional tourism. Third, the implementation of the township ecological compensation financial transfer mechanism, fully mobilize the townships and streets to grasp the enthusiasm of ecological environmental protection, and maximize the effectiveness of the use of financial funds.

5. Strengthening management and improving service quality. The continuous standardization of the tourism industry needs to come from the government, society, the industry and other aspects of the power of the *** with the efforts, through the visit we also feel that the daily supervision of tourism around the full realization of the rules and regulations, there is a synergy, and effectiveness. Recommendations: First, improve policies and regulations. Actively learn from Yixian County in the management of lodging more mature approach, combined with the city's actual introduction of "lodging (Nongjiale) general requirements and rating" local standards, from the access mechanism and day-to-day supervision, etc., all-round standardization of the main body of lodging (Nongjiale) business order. The second is to explore comprehensive law enforcement. Under the premise of adequate personnel security, explore the establishment of the City Tourism Management Comprehensive Law Enforcement Bureau, the integration of the city's cultural and tourism, transportation, market supervision, public security and other major functional departments of the administrative enforcement powers, so as to achieve "a department of punishment, a team of law enforcement, an official seal of punishment," comprehensively enhance the comprehensive supervision of the tourism market capacity. Third, strengthen social supervision. Learning from Ninghai "key townships (streets) tourism office" "grid tourism statistics team" "industry associations tourism regulatory system", etc., to play the local townships and trade organizations The role of the supervision of the tourism related to food and beverage, accommodation, entertainment and other items of business and practitioners of all-weather, all-round supervision, to achieve the goal of standardized service management.

6. Accurate marketing, singing tourism brand. In today's highly developed self media, tourism promotion and marketing means are increasingly diversified, each point of investigation in the publicity and marketing can be described as "each show their skills, creativity". Suggestions: First, deepen the city image design. By inviting professional design team, or the use of prize solicitation, the design of the city's new tourism image LOGO, the Qinglong Bay, South Anhui "Sichuan-Tibet line", Cuizhu and other images of vivid integration, fully reflect the diversity of the city's tourism elements, the differences, to achieve the effect of letting tourists never forget. Second, carefully planned marketing activities. Led by the townships, streets, based on the regional characteristics, carefully packaged and planned promotional and marketing activities in the city to form a "monthly festival, off-season" tourism atmosphere. At the same time, strengthen external cooperation, planning creative marketing, for example, through the Tripod Group and XXJEEP, Chery, BYD and even Mercedes-Benz, Audi and other well-known automobile manufacturers to seek opportunities for cooperation, planning and filming to the south of Anhui Province, "Sichuan-Tibet line" as the background to the "green, leisure, enjoy! "as the theme of automobile advertising, the formation of brand marketing bundling effect. Third, strengthen the application of self-media. We should make use of new media communication channels such as Jitterbug, WeChat and Weibo to plan the "Jitterbug Challenge" and "Excellent Tips Prize Competition" to guide tourists to participate in tourism marketing. At the same time, to further optimize the smart tourism guide program, to create more opportunities to interact with potential and real tourists, in order to seek to establish an emotional connection with the customer, and really let the whole region of tourism on the wings of information technology.