Founder of Beijing Chuangxing Heyi
——Tang Jun
From April 1 to 3, 2019, at the invitation of the Publicity Department of the Liangzhou District Party Committee of Wuwei City, he inspected the development status of the cultural tourism industry in Liangzhou District, Wuwei City.
After the inspection, the main leaders of the Liangzhou District Party Committee exchanged views and formed the following exchange minutes.
At the invitation of the Liangzhou District Party Committee, the field investigation and investigation of the tourism development of Liangzhou District, especially the development of rural tourism, walked more than 20 points during the day and a half, and read the data at night, which was very fruitful and formed some preliminary ideas.
Communicate with the relevant leaders and practitioners in Liangzhou District, hoping to help everyone's future work.
I would like to talk about the following three aspects:
01 Overall feeling: Wuwei is not mighty, Liangzhou is a bit cool
Compared with the other four cities in the Hexi region, Wuwei ranks in the middle, lower than Jiuquan and Zhangye, and only higher than Jiayuguan and Jinchang, two prefecture-level cities with much smaller volumes.
According to 2018 statistics, the number of tourist receptions in Wuwei is almost half that of Jiuquan and Zhangye, Wuwei is about 15 million, and Jiuquan and Zhangye are both more than 30 million;
Wuwei tourism revenue is about 9 billion yuan, Jiuquan is more than 30 billion yuan, Zhangye is close to 20 billion yuan, the gap is even greater, indicating that Wuwei's tourism consumption is lower, and the market is more focused on the endogenous market in the city.
Zhangye's development model is "there is nothing in the middle", Jinchang is "out of nothing", the key to Zhangye tourism to take off is to play the "Colorful Danxia" card, and it is Zhang Yimou's "three-gun shooting surprise" in 2009 that began to take off, and then continued to increase the heat.
Zhangye discovered the "nothingness" of the Danxia landform in the common "existence" of the serious homogenization of historical culture and fragmented cultural relics resources in the Hexi region, while Jinchang was "born out of nothing", and there was no resource to create a "purple and golden flower sea".
1. Status quo of urban tourism products
There is a big head, a little bit of a head, no play head
It's brewing, building strength. It is not too late to rebuild and restore the ancient city and related areas, protect, inherit and utilize historical and cultural resources, although it has taken a detour.
Wuwei's historical and cultural resources are too rich, the status quo is "a big talk, a little bit of looking, no play head", the way of excursion is sightseeing, the use of cultural and tourism resources is still shallow, need to be used in depth.
Because it is not within the scope of our current survey, we will not elaborate on it.
2. Status quo of rural tourism products
(1) The general direction is accurate and the big idea is improper
The direction is right, the emphasis on rural tourism, combined with poverty alleviation and rural revitalization has made some articles, but there are problems with the big ideas, or only the construction ideas, the rural environment is rectified, and the project of "dressing and wearing hats" is carried out, there is no industrial idea, how to cultivate and develop the industry? How to dock with market demand?
(2) Applause is not called, and seating is not applauded
Some projects are invested in a lot of enthusiasm, very large, but there is no market.
For example, in some pastoral complex projects, the hardware construction is very good, but there is no market feedback.
Some projects have a market, such as some farms or farms that also make money, but the quality is not high, and there is no leading idea and concept.
(3) Summarize the problem
The first problem is that the development pattern is small.
There is only a local market, no big heart. Don't dare to think, don't dare to do. Can we make rural tourism products that represent the characteristics of the Hexi region?
Can you put the market in Beijing-Tianjin, yangtze river delta, pearl river delta, like the Sichuan Basin has five golden flowers, Guanzhong area has Yuanjiagou, Funiu Mountain District has Chongdu ditch, and even Menyuan has rape flowers, what are the villages in Hexi? What is the agriculture in Hexi?
The second problem is the fragmentation of the industry.
The scale of the project is not small, but it is fragmented, there is no cluster project, and there is no really loud fist product.
The third problem is that the cultural characteristics are shallow.
Cultural self-confidence is not enough, blind urbanization, homogenization. The culture of the Hexi region is very rich, and the agricultural culture is also very deep. However, there is no flavor of local architecture, and there is no flavor of homestays.
The fourth problem is poor coordination of interests.
Rural tourism is the most fundamental, the interests of the first farmer, the interests of the second developer, the interests of the third guest, and the interests of the fourth government.
We do not have to be afraid of this, saying that the government has no interests to speak of, the government is engaged in public services, and the interests of the government are reflected in the achievements of the government, which is also a kind of interest.
There must be a conflict of interest in the convergence of interests in these areas.