Global tourism investment

From October 15th to 18th, the Municipal Party Committee Office and the Municipal Government Office organized an investigation team to go to Ninghai County, Zhejiang Province, Jiangshan City and yi county, Anhui Province to study the relevant experience of global tourism development, and successively visited Qiantong Town of Ninghai County, Qingyang Village of XX Town of Jiangshan City, Dachen Village of Dachen Township, Hongcun Village of yi county and Tachuan Village. The thriving and distinctive global tourism development situation in various places not only broadened our horizons, but also increased our pressure. The study and investigation are reported as follows.

I. Impressions and feelings

1. Distinctive features and accurate positioning. The positioning of tourist destinations is considered to be the most important link in the development of global tourism, and it is also the basic means to carry out differentiated competition in the market. Ninghai, Jiangshan, and yi county have effectively opened their markets through distinctive and highly recognizable tourism positioning, and achieved the publicity effect of "point-driven". For example, Ninghai County takes "Quiet City Ninghai" as its brand positioning, spreads Ninghai's tourism image with quietness as its beauty, and gives birth to Ninghai's global tourism brand image "Ningbao" with "quietness" as its keynote and "Meng" as its style. Through IP-based network marketing, Ninghai has been widely concerned in the tourism market. The agent culture of the Republic of China, represented by "Qing Yang Mao Shi Culture" and "San Mao Yi Dai", constitutes two major characteristics of Jiangshan tourism. Its brand slogan of "Millennium Ancient Road Splendid Jiangshan" not only highlights the profound historical humanities, but also cleverly covers the scenic spots such as Xianxiaguan and Jianglang Mountain, which makes tourists unforgettable. Yi county, on the other hand, relies on the "emblem culture" and takes "ancient buildings+homestays" as the core to create a "village in Chinese painting" and cultivate internationally renowned tourist attractions represented by Xidi and Hongcun.

2. The layout of joint points is excellent. The development of global tourism is by no means the lighting of villages and smoking of households, but the combination of points and areas, mutual promotion and mutual development. During this inspection, the inspection team was particularly impressed by the panoramic, full coverage and all-round tourism planning and layout. For example, as early as 2011, Ninghai county put forward the strategy of "big scenic spot", and included the county tourism commission in the standing department of the county's "multi-regulation integration" joint meeting to strengthen the pre-tourism function, and put forward the implementation of the "100 villages and thousands of scenic spots" project, planning a "one ring and eight lines" landscape construction system connecting various towns and streets in series, and organically "connecting" boutique villages, demonstration villages and central villages along the line. On the basis of "multi-regulation integration", Jiangshan City scientifically plans the city area of 2019 square kilometers as a complete tourist destination, carefully adorns two big gardens, namely, the countryside and the city, and concentrates resources to create six boutique routes, namely, the world-heritage Jiang Lang style line, the colorful security style line, the ancient town health charm line, the happy rural wind light line, the village song culture custom line and the drunken beauty bowl kiln fashion line, forming "the ancient road tracing back to the source, the most south of the Yangtze River, the world-heritage Jiang Lang and photovoltaic". Yi county, on the other hand, integrates global tourism into various fields of urban and rural construction and economic and social development, organically combines tourism development with ecological environment construction, historical and cultural heritage protection, and rural tourism projects to enrich the people, and connects "multi-point" tourism resources such as emblem and charm, celebrity residence, XX ancient town and village, famous mountains and famous waters in series, and implements differentiated creation of scenic spots.Form a spatial panoramic system tourism, and successfully create more than 3,000 landscape sketches with unique style and integration into the environment in key urban areas, key tourism plates, rural tourism gathering areas and A-level scenic villages, so as to achieve "point beauty, block beauty, online beauty and global beauty".

3. Convenient and enjoyable. Whether the upgrading of tourism supporting facilities can meet the needs of tourists such as "food, housing, transportation, travel, shopping and entertainment" is the core of determining the level of global tourism development. As the first batch of national global tourism demonstration zones, Ninghai, Jiangshan and yi county have made great efforts to improve tourism supporting facilities and enhance tourists' experience and comfort. For example, in 2016, Ninghai County invested 4.5 million yuan to build a tourism scientific detection platform, and established the first tourism big data center independently designed, developed and operated at the county level in Zhejiang Province. By integrating 16 tourism-related departments such as public security and transportation, triple play operators, Smart UnionPay and other data, it realized all-round dynamic detection and management of passenger flow detection, marketing decision-making, boutique routes and public opinion analysis. By launching a travel APP, it is convenient for tourists to inquire about routes and public opinion. Jiangshan City, on the other hand, made great efforts to solve the "last mile" of tourists' travel, and successively invested 340 million yuan to build comprehensive passenger transport hub and other projects, opened bus lines from high-speed railway station to major scenic spots, built 102 electric car rental points and 12 high-end bicycle rental points, put in 400 electric cars sharing new energy and 250 sports and leisure bicycles, covering the central city and major tourist attractions, and built a one-hour traffic circle for Jiangshan tourism. Yi county has been deeply involved in the tourism industry for decades, and has always insisted on continuous exploration and improvement in supporting services. Since 2016, the investment in tourism-related funds of urban and rural areas, transportation and other departments in the county has reached more than 20% of fiscal revenue. At present,All the roads connecting the core scenic spots have reached the standard of Class III highway or above, forming a tourist transportation network of "fast travel" and "slow travel". At the same time, through the layout of the global tourism panorama, tourist traffic signs, tourist stations, etc., a three-level tourism distribution consulting service system has been formed. After nearly 40 years of precipitation and accumulation, yi county's tourism supporting services have become increasingly mature and perfect [there are 1046 famous Huizhou restaurants, special foods and other catering enterprises;

There are 1193 theme hotels, boutique homestays and forest cabins;

There are 170 kilometers of boutique routes and 5 sports bases;

There are 6 scenic spots above 4A level, 44 traditional villages and 1684 ancient buildings in Ming and Qing Dynasties.

4. There is a good momentum of struggle. At present, global tourism has become a national strategy, and a global tourism development pattern has been formed throughout the country. It has become a new normal to promote and promote the all-round development of local economy and society with tourism. For example, as the birthplace of "China Tourism Day", Ninghai County shouted the slogan of "Travel all over the world, travel in Ninghai" and developed the tourism industry with unprecedented strength and height. From January to June this year, the county received 8,773,500 domestic and foreign tourists, and the total income of tourism economy reached 9.106 billion yuan, up by 18.63% and 13.53% respectively. The turnover of homestays in the county was 156 million yuan, driving the sales of agricultural and sideline products to 410 million yuan, and the income of farmers in key tourist towns accounted for 50% of the disposable income. Jiangshan City, through the construction of a large number of key tourism projects, has built a foundation for the high-quality development of global tourism. According to preliminary statistics, in 2018, there were 146 tourism projects under construction in the city, with an actual investment of 3.15 billion yuan, a year-on-year increase of over 66%;

In 2018, the city received a total of 18.689 million domestic and foreign tourists, achieving a total tourism economic income of 11.87 billion yuan, up 24.2% and 24.5% respectively. Relying on excellent ecological advantages, rich cultural heritage and rich tourism resources, yi county focuses on building three service industry clusters, namely Hongcun Rural Tourism Industrial Park, Xidi Heritage Town and Gubi Slow Life Town, and the benefits of industrial clusters are increasingly prominent. In 2018, the county's rural tourism characteristic industrial clusters (bases) realized operating income of 2.43 billion yuan, tax revenue of 784.2 million yuan, and absorbed more than 10,000 people directly employed;

In 2018, the county received a total of 11,960,900 domestic and foreign tourists, achieving a total tourism economic income of 9.871 billion yuan, up 15% and 13.9% respectively.

Second, the city's global tourism development status

In recent years, relying on good natural resources and profound cultural heritage, our city has made some achievements in promoting the development of tourism, especially with the arrival of the media era, it has successfully built a number of online celebrity scenic spots such as Xicunli, Sequoia Forest and the "Sichuan-Tibet Line" in southern Anhui, but there are still many shortcomings compared with the requirements of global tourism development.

1. Blurred brand image. In the course of tourism development in the past 20 years, we have put forward such urban tourism positioning as "the pearl at the foot of Huangshan Mountain, the mansion in a Dream of Red Mansions", "Luxembourg in the East, Peach Blossom Garden in the Dream", but none of them can accurately outline the tourism image of Ningguo and reflect the differences of Ningguo tourism. What is our core image when it comes to Ningguo tourism? What are our special products? Who are our target customers? There is no precise answer. The ambiguity of brand positioning will lead tourists to have no distinct brand impression on Ningguo, and even get bored, which will become a major obstacle to planning the long-term development of global tourism.

2. Lack of tourism format. Since the beginning of this year, the city has attracted only eight tourism projects, and only three projects have actually started [Qinglong Yunwu Tea Tour Project, Port Tea Village Slow City Project, and Zhongxi Landscape Neighboring Country Project]. The difficulty in attracting, signing and landing "big and good" tourism projects has become a major bottleneck for the city's global tourism development. Moreover, most tourist attractions are single in form, tourists' participation is not high, homogenization is obvious, the overall benefit of tourism economy is not high, and the driving effect is not obvious. In terms of tourism products, the lack of fist products and core products, low level, small scale and weak market competitiveness also hinder the high-quality development of global tourism.

3. Insufficient supporting facilities. In terms of traffic network, no special tourist sightseeing bus has been set up in the urban area, and the transfer system between railway stations, bus stations and scenic spots is not perfect enough. Some scenic roads do not meet the standards of tourist grade roads, and in this typhoon disaster, roads in scenic spots such as Shizhushan, Xia Lin and wuyue Ancient Road were seriously damaged and difficult to recover in a short time.

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

Third, experience and enlightenment

Judging from the achievements of global tourism development in various places, it is not only the catalysis of advanced concepts, but also the promotion of institutional mechanisms. It is not only driven by large-scale and high-quality projects, but also the overweight of small but refined, small and beautiful products, which also provides many valuable experiences for the development of global tourism in our city.

1 overall planning, clear development blueprint. To develop global tourism, planning first is the first step. Only by insisting on "drawing a blueprint to the end and doing it one after another" can the long-term development of global tourism be realized. Suggestions: First, establish a joint conference system for global tourism development, coordinate the city's global tourism work, study and formulate policies and measures, and coordinate and solve related problems, especially strengthen the docking and coordination of the city's global tourism master plan, land use plan and various industrial plans. The second is to establish a supervision mechanism for the implementation of tourism project planning and design, to ensure that the deepening design of all tourism-related projects and scenic spots in the city is carried out on demand in accordance with the principle of "unified style, highlighting highlights and economic application", so as to maximize social and economic benefits. The third is to implement the strategy of "Qinglong Bay Grand Scenic Area", with Qinglong Bay Scenic Area as the core and the "Sichuan-Tibet Line" in southern Anhui as the main line, and plan to connect the fine villages, homestays and scenic spots in towns and streets such as XX, Qinglong, Fangtang, Zhufeng, Jialu and Hulu in series to form a comprehensive three-dimensional tourism network with mountains, water, people and food.

2. Internal training and external introduction, and strengthen the support of business forms. Excavating characteristic resources internally and attracting high-quality tourism projects externally are the two most direct and effective ways to improve the overall quality of global tourism, which is particularly important for Ningguo, which is in the early stage of global tourism development. Suggestions: On the one hand, we should further dig deep into the tourism resources, and fully tap the humanistic resources such as folk customs of celebrity houses around the "Red House Culture, She Township Culture and Longyao Culture" in our city to promote the quality and efficiency of tourism. For example, on the basis of the first phase of the Dream of Red Mansions Cultural Park, with the culture of the Dream of Red Mansions as the link, we will plan tourism formats such as food, opera, garden art and sculpture art in the Dream of Red Mansions.

Based on the culture of Shexiang, we will do well the wedding, bonfire party, folk song and dance activities of She nationality, and produce and sell tourist souvenirs such as headdresses, embroidered shoes and ancient inscriptions of She nationality.

Featuring Longyao culture, we plan interactive experiential projects such as Longyao site visit and DIY creative production, and produce and sell Longyao handmade souvenirs. On the other hand, strengthen the integration of resource packaging and actively attract foreign projects. For example, around the "Sichuan-Tibet Line" in southern Anhui, we can attract well-known enterprises with strong strength to settle in, develop go on road trip camps, motels, open-air cinemas, etc., and form an industrial chain covering go on road trip. Around the "Little Third Line" site, attract investment to build the "Little Third Line" cultural sightseeing factory and historical memorial hall, exhibit the physical cultural relics, historical photos and sculpture models of that year, and plan the educated youth tour and return home tour. For another example, the recently discovered "love Island" can introduce powerful group companies for comprehensive development within the scope permitted by laws and policies, further expand the carrying function of Qinglong Bay Island, and create a brand-new highlight of Qinglong Bay Scenic Area.

3. Government-led, creating social synergy. From the development achievements of global tourism in various places, we can see that it is difficult to adapt to the new development situation and form a climate by relying on the government alone in the global tourism stage. Only by relying on government policy guidance and introducing strategic investors to participate in investment, management and operation can the endogenous motivation of global tourism be truly stimulated. Suggestions: First, revitalize effective assets. Learn from yi county's "entrusted management" mode in solving the problem of the protection and utilization of state-owned immovable cultural relics [under the premise of state-owned property rights, the county cultural relics department will examine and report, and the towns and villages will sign relevant agreements with the users for cultural creativity, exhibition and exchange, etc.], and rationally develop a number of historical and cultural resources such as Hulusi Old Street and Shangtan Ancient Village to realize the effective utilization of resources. The second is to explore market-oriented operation. Fully sum up the relevant experience of market-oriented operation of scenic spots such as Shanmendong and Sequoia Forest, take the lead of Wenlv Investment Company, further straighten out the ownership relationship of various scenic spots, learn from the asset securitization and angel investment models of Ninghai Scenic Area, promote social capital to participate in tourism project construction, integrate all kinds of high-quality tourism resources, and accelerate group development and comprehensive development. The third is to attract private capital. It is suggested that relevant implementation opinions should be issued to encourage and guide private capital to invest in tourism, and preferential policies should be introduced to encourage private capital to invest in tourism, so as to guide more private capital to develop tourism industry. At the same time, combined with the creation of a national civilized city, vigorously promote the "rural xian culture";

All tourist towns and villages actively carry out the work of arranging hometown sages, and through the forms of holiday condolences, exchanging information, visiting and socializing, etc., with homesickness and homesickness as the link, win the sincere support and feedback of hometown sages who go out to the maximum extent, and promote them to care for and support their hometown construction.

4. Highlight beautification and dress up the scenic environment. The inspection sites have also formed a set of unique methods and experiences in improving the rural living environment. For example, Qingyang Village in XX Town [the birthplace of Mao Shi in the south of the Yangtze River and the ancestral home of Mao Zedong], by means of "Party Building+",gives full play to the strength of the two committees of the village and party member, promotes village governance, improves the appearance of the village, and at the same time vigorously carries forward the family style and ethnic training, so as to create a Mao Shi cultural village with "a thousand years of Qingyang celebrities, a scholarly family living, farming, reading and passing down the family". Dacheng Village in Dachen Township, based on the village sentiment, explores the village governance "Dachen Mode" of "leading by Party building and inspiring by culture", and implements the "Seven Ones" project of general branch service [a broom "sweeps" a new world, a village song "sings" a good village style, a network "weaves" a zero distance between the party and the masses, and a photo "shows" home and everything. Suggestions: First, further deepen the role of grass-roots party organizations as battle bastions, with the Organization Department of the Municipal Party Committee taking the lead in establishing party building service brands in key tourist towns and villages, and calling on party members to volunteer their efforts to improve infrastructure such as roads damaged by disasters, carry out garbage cleaning in market towns and villages, and realize the normalization of "party building+rural tourism+voluntary activities" to contribute to rural tourism. Second, in combination with changing customs, the contents closely related to tourism development, such as protecting the environment, civilization and honesty, will be incorporated into village rules and regulations, so that village rules and regulations will become the code of scenic spots, and a good atmosphere for global tourism development will be formed through the improvement of party style, rural customs and folk customs.The third is to implement the financial transfer payment mechanism of township ecological compensation, fully mobilize the enthusiasm of townships and streets to protect the ecological environment, and maximize the efficiency of the use of financial funds.

5. Strengthen management and improve service quality. The constant standardization of the tourism industry requires the joint efforts of the government, society, industry and other forces. Through investigation, we also feel that the daily supervision of tourism in various places has been fully organized, coordinated and effective. Suggestions: First, improve policies and regulations. Actively learn from yi county's mature methods in the management of homestays, and combine the actual situation of our city to issue the local standard of "General Requirements and Grading of Homes (Farmhouses)", so as to comprehensively standardize the order of operating subjects of homestays (Farmhouses) from the aspects of access mechanism and daily supervision. The second is to explore comprehensive law enforcement. On the premise of sufficient personnel protection, we will explore the establishment of a comprehensive law enforcement bureau for tourism management, and integrate the administrative executive power of major functional departments such as cultural tourism, transportation, market supervision and public security in the city, so as to achieve "one department punishment, one team law enforcement and one official seal punishment" and comprehensively improve the comprehensive supervision ability of the tourism market. The third is to strengthen social supervision. Learn from Ninghai's "key township (street) tourism office", "grid tourism statistics team" and "industry association tourism supervision system", give full play to the supervision role of local towns and industry organizations, and supervise the catering, accommodation, entertainment and other project formats and employees involved in tourism in an all-weather and all-round way to achieve the goal of standardized service management.

6. Precision marketing, singing tourism brands. Today, since the media is highly developed, the means of tourism promotion and marketing are increasingly diversified, and each inspection point can be described as "showing their magical powers and creativity one after another". Suggestions: First, deepen the city image design. By inviting a professional design team, or adopting the way of collecting prizes, we will design a brand-new tourist image LOGO of our city, vividly integrating the images of Qinglong Bay, the "Sichuan-Tibet Line" in southern Anhui and Cuizhu, fully reflecting the diversity and differences of tourist elements in our city, and achieving the effect of making tourists unforgettable. The second is to carefully plan marketing activities. Led by towns and streets, based on the local characteristics, the publicity and marketing activities are carefully packaged and planned, forming a tourist atmosphere of "festival every month and off-season" throughout the city. At the same time, strengthen foreign cooperation and plan creative marketing. For example, Zhongding Group can seek cooperation opportunities with well-known automobile manufacturers such as XXJEEP, Chery, BYD and even Mercedes-Benz and Audi, and plan to shoot automobile advertisements with the theme of "green, leisure and enjoyment" in southern Anhui, thus forming a brand marketing bundling effect. The third is to strengthen self-media applications. Tik Tok, WeChat, Weibo and other new media channels should be used flexibly, and "Tik Tok Challenge" and "Excellent Raiders Award Competition" should be planned to guide tourists to participate in tourism marketing. At the same time, we will further optimize the guiding procedures of smart tourism, create more opportunities to interact with potential and real tourists, seek to establish emotional connection with customers, and truly plug global tourism into the wings of informationization.

According to the official definition of the country, global tourism refers to a new concept and model of regional tourism development, which takes tourism as the dominant industry in a certain administrative region, realizes the organic integration of regional resources, the deep integration of industries and the joint participation of the whole society, and drives and even leads the all-round economic and social development through tourism.

Key points of global tourism development:

First, to promote the development of global tourism, it is necessary to strengthen "overall planning and multi-regulation integration".

Second, improve the global environmental quality and strictly observe the ecological red line.

Third, build a tourist attraction system of "tourist attractions+cities and characteristic villages and towns+industrial parks".

Fourthly, the system of tourism, catering, accommodation, transportation, shopping and entertainment should be rationally constructed.

Fifth, attach importance to the supporting role of transportation network, public service network and smart tourism network.

Sixth, optimize institutional mechanisms and innovate policy supply.

Lvwei Wenlv is a "third-class" planning and design institute for tourism planning, urban and rural planning and landscape architecture design. It has been focusing on regional tourism planning and design for more than ten years, and has completed dozens of global tourism planning cases and a number of global thinking innovation cases. Innovative modes have been formed, such as the global tourism planning method facing the establishment and acceptance, the "1+4" global tourism investment and financing service model, the construction and upgrading path of tourism public service system under global tourism, the global tourism planning under the concept of "multi-regulation integration", the integrated planning and implementation of "global tourism+rural revitalization", and the comprehensive regional development guided by tourism. Focusing on the comprehensive planning and design institute of global tourism and scenic spots, Lvwei Travel-related branches, tourism investment and financing division and other teams, we have integrated high-quality institutions and IP in all aspects of the tourism development and operation industry chain, created a "global tourism incubator", and published the book "Global Tourism Incubator-Global Tourism in the Era of Independent Tourism" and a special issue of global tourism, which can provide global tourism planning, global tourism creation guidance, regional tourism planning under global thinking, and scenic spots and scenic spots under global tourism.

Up to now, Lvwei Wenlv has formed strategic cooperation with governments at all levels such as Hebei Province, Shanxi Province, Tianjin, Fujian Province, Shandong Province, Xiamen City, Wuhan City, Chizhou City, Zhangzi County and Yanjin County, with innovative global tourism thinking and service model. For Shijiazhuang, Xiamen, Chizhou, Honghe Prefecture, Tonghua City, Xinghua, Brzin, Tongliao, Tongdao, Xiangyin, Yunyang, Jimsar, Anyang Longan District, Qingdao Chengyang District, Liquan County, Baodi District, Zhashui County, Yantai City, Pianguan County, Shanhaitian Resort, Yantai, Pingwu, Kaijiang County, and Yantai.