Exploring the "integration of wine and tourism", Moutai Cultural Tourism signed a strategic cooperation framework agreement with Guiyu Cultural Property

Beijing News (reporter Xue Chen) In the early morning of December 9, Guizhou Moutai released a message on its official public account, saying that Moutai Group had held a discussion with Guizhou Travel Investment Group at The Moutai International Hotel on December 7, and its subsidiary Moutai Cultural Tourism Company signed a strategic cooperation framework agreement with Guizhou Tourism Cultural And Industrial Company.

According to the agreement, Moutai Cultural Tourism Company and Guiyu Cultural Property Company will base on core resources, integrate regional advantageous resources, build tourism channels, build Moutai cultural display bases, form Moutai exclusive cultural tourism business models, and explore the in-depth synergy and high-quality development of "wine and tourism integration".

Ding Xiongjun, secretary of the party committee and chairman of moutai group, said that Moutai is focusing on building a moutai cultural system, focusing on the nine series of "people", "literature", "history", "things", "art", "etiquette", "festivals" and "instruments" of Moutai culture, and continuing to promote the construction of projects such as Moutai Tianjie, analyzing and enriching the cultural connotation of Moutai from multiple angles. Ding Xiongjun also said that he hopes to continuously activate new momentum of consumption through the development of cultural and creative tourism such as "Guizhou Good Things" creative tourism products, and form a stronger cultural cohesion, brand expansion and core competitiveness for the high-quality development of Moutai.

At present, Moutai is focusing on the "Purple Line Development Road" in the "Five-Line Development Road", the so-called "Five-Line Development Road", which is the specific strategic plan for the high-quality development of Moutai proposed by Ding Xiongjun when the Extraordinary General Meeting of Shareholders was held in Moutai at the end of September, using different colors to represent different development paths. Among them, the "Purple Line Development Road", from the perspective of planning and construction, refers to the historical and cultural blocks of Moutai Town and the boundaries of the protection range of historical buildings, but more importantly, it refers to Moutai culture. That is, fully excavate the cultural connotation of Moutai and do a good job in cultural empowerment, reflecting the influence, cohesion and appeal of Moutai culture.

According to the "14th Five-Year Plan" cultural and tourism development plan of Guizhou Province, the Sauce and Wine Cultural Tourism Industry Agglomeration Zone in Moutai Town, Zunyi City, is one of the 13 cultural tourism industry agglomeration areas that Guizhou Province focuses on cultivating. The province proposed that "it is necessary to give play to the integration, pulling, catalytic and integration functions of culture and tourism, vigorously promote "tourism +" and "+ tourism", and deepen the cross-border integration and development of one, two and three industries.

According to the "14th Five-Year Plan" modern service industry development plan of Renhuai City, strengthening the integrated development of wine and tourism is one of the key contents. Renhuai City proposed that it is necessary to effectively protect the national intangible cultural heritage of Moutai wine brewing process and vigorously promote the declaration of world cultural heritage. At the same time, it supports local liquor enterprises to excavate craft culture, strengthen the cultural construction of sauce wine production areas, plan and build the Chishui River Sauce and Wine Culture Corridor, and the World Sauce and Wine Culture City.

Beijing News reporter Xue Chen Editor Zheng Mingzhu Proofreader Liu Baoqing

Picture Screenshot of the official WeChat public account of Moutai in Guizhou