Forward-looking planning, "building a Shanghai tourism brand" was written into the Shanghai Municipal Government Work Report for the first time

The Paper's senior reporter Zou Juan

The Sixth Session of the 15th Shanghai Municipal People's Congress opened at the World Expo Center on the morning of January 20. The "Government Work Report" has aroused heated discussion among deputies and members. Fang Shizhong, deputy to the Shanghai Municipal People's Congress and director of the Shanghai Municipal Bureau of Culture and Tourism, said that the government work report for the first time proposed to "launch the Shanghai tourism brand", which indeed reflects the timing and forward-looking plan.

Last year, Shanghai's tourism industry accelerated its recovery and boosted, and has become the preferred city for urban tourism in the country, with the total annual tourism revenue increasing by 30% compared with 2020 and recovering to 80% in 2019, exceeding the national average by 20 percentage points, and the total investment in cultural tourism has reached 86.5 billion yuan, accounting for 10% of the total fixed asset investment in the whole society.

Tourism is a big industry, a big people's livelihood, a big display, a new epidemic, a new crowd and a new technology, which not only puts forward new challenges but also provides new opportunities for Shanghai to build a world-famous tourist city. Fang Shizhong believes that Shanghai should seek opportunities in danger, look forward to layout, seize the track, start from the most resourceful and advantageous places, enhance the global resource allocation function of Shanghai tourism, enhance shanghai tourism energy level, and strive to become the central node of the domestic cycle in the field of cultural tourism and the strategic link between the international and domestic double cycle, so as to empower the city's cultural soft power and economic competitiveness.

Fang Shizhong said that to build a Shanghai tourism brand, we can focus on cohesion in three aspects:

First, it is necessary to strengthen cross-cycle tourism investment. Shanghai should vigorously implement the cross-cycle layout and vigorously promote the major strategic investment of Shanghai tourism, which is proof that the Shanghai International Tourism resort with Disney as the core last year exceeded the pre-epidemic level in terms of both tourist arrivals and income. Therefore, it is necessary to pay special attention to the construction of high-energy resorts, vigorously promote the construction of new areas in Shanghai International Tourism resorts, Legoland resorts and cruise tourism resorts, create more new tens of millions of traffic entrances, and accelerate Shanghai's transformation from a tourist source to a tourist destination.

The second is to activate urban tourism consumption. Shanghai should deepen the structural reform of the supply side of cultural tourism, reshape the urban, comprehensive and international tourism characteristics of Shanghai, adhere to the cultural and plastic tourism, and use tourism to show the city, make use of the advantages of the Shanghai Art Museum, museums and performing arts resources to actively develop new areas of tourism consumption such as red tourism, industrial tourism, ancient town tourism, rural tourism, and cultural and expo tourism, and new tourism consumption scenarios such as artificial intelligence, blockchain, and meta-universe, and transform more urban cultural resources into urban consumption traffic to help the construction of international consumption center cities.

The third is to create a high-quality tourism and people's livelihood. Shanghai should combine the organic renewal and fine management of the city, rely on Shanghai's profound cultural heritage, fully implement the three major cultural tourism projects of "road +", "park +" and "life circle +", create more new cultural tourism spaces at the doorstep of "small and beautiful", and at the same time, strive to build "one river and one river" and "building readable" into a big IP representing Haipai culture, and tell the world about the "poetry and far away" of China and Shanghai from the perspective of the people, so that those who are comfortable, those who come are fascinated, and those who come are moved by the future.

Editor-in-Charge: Gao Wen

Proofreader: Luan Meng