Night economy to create "Guangzhou night" brand Liang Yu Lin Guiyan photo
Beijing Road night economic prosperity Chen Qiuming photo
Beijing Road has become Guangzhou's new night consumer culture IP and Internet celebrity punch point Photo by Chen Qiuming
Chimelong International Circus Performance Scenic area courtesy of the map
Text/Yangcheng Evening News reporter Li Cungen
As a new form of cultural tourism consumption, the night economy has become a "new highland" for all localities to aim at the target of force and compete to seize it. On October 19, the Ministry of Culture and Tourism issued a public announcement to identify 120 projects in the country as the first batch of national night culture and tourism consumption agglomeration areas. Among them, 5 projects in Guangdong were selected, namely: Beijing Road in Guangzhou, Grandview Plaza in Guangzhou, Foshan Creative Industry Park in Foshan, Zhongshan Holiday Square in Zhongshan City, and Chaozhou Ancient City in Chaozhou City. In Guangdong, which is more beautiful at night, how to promote the night cultural tourism economy has gradually become a new growth point for the cultural tourism industry.
Focus on Guangdong night cultural tourism economy 5 moons
As the first batch of national-level night culture and tourism consumption agglomeration areas to be identified by the Ministry of Culture and Tourism, they can be called the moon of the night culture and tourism economy in various places. Because they rely on the existing development situation in various places, the degree of concentration of cultural and tourism formats is high, the night consumer market is active in the block (including art blocks, theaters, museums, art galleries, cultural and entertainment venues, etc.), cultural and sports business complexes, tourist scenic spots, commercial areas of cultural industry demonstration parks at the provincial level and above, etc., after selection and construction, in line with the direction of cultural and tourism development, rich cultural connotations, prominent regional characteristics, large scale of cultural and tourism consumption, high quality and level of consumption, etc., after selection and construction, in line with the direction of cultural and tourism development, rich cultural connotation, prominent regional characteristics, large scale of cultural and tourism consumption, high quality and level of consumption, It has a typical demonstration and leading role. It includes well-known night culture and tourism consumption agglomeration areas such as the 798-751 Art District in Chaoyang District, Beijing, and the Bund Scenic Area in Huangpu District, Shanghai.
Among the five selected projects in Guangdong, Beijing Road in Guangzhou is a "millennium city pulse, Guangfu Commercial Street", a national-level cultural industry demonstration park, forming a characteristic cultural and commercial street such as Guangzhou's time-honored street, Huifu Food Flower Street, "Intangible Cultural Heritage" Street, and Beijing Road Pedestrian Street. There are also many highlights of Beijing Road cultural tourism at night, such as arcade stage plays, 3D naked-eye light shows, dry sprinkler light shows, millennium ancient roads, millennium ancient building ruins and other projects, which will build Beijing Road into a new night consumption culture IP and Internet celebrity punch point in Guangzhou, driving the night economic prosperity of Beijing Road.
Grandview Plaza, designed and positioned as an experiential theme shopping park, is a national tourist attraction and cultural and commercial tourism complex integrating business, tourism, culture, education, entertainment, social networking, business and other functions. As an important position of the night economy in Tianhe District, Guangzhou, it has been committed to creating an imaginative night tour space, and its scenic spots such as Grandview Polar Ocean World, Grandview Rainforest Ecological Botanical Garden, and Grandview Natural Science Museum have created night tour highlights that are different from daytime after a comprehensive assessment of venue attributes, exhibit highlights, consumer preferences, etc.
Foshan Creative Industry Park is an emerging cultural and tourism integration project that transforms from a dilapidated industrial park into a new platform for young people's social entrepreneurship. At present, creative park is vigorously developing the night economy and the internet celebrity economy, with carnival as the core, to create a "25H city that never sleeps". The park will be upgraded to a very futuristic cyberpunk style, create a carnival pedestrian block and an influential avenue of stars in the country, operate the park by establishing a museum platform, build an urban emotional consumption platform, and become another city business card of Foshan to the world.
Zhongshan Holiday Plaza, as one of the comprehensive night cultural tourism consumption gathering places cultivated by Zhongshan City, has a strong cultural tourism atmosphere, and has created six major art museums, six museum theme spaces, commercial cultural creative blocks, "Twelve Holiday Scenes" and other characteristic cultural tourism brands with the concept of "culture +". Inside, you can see small designs full of art, cultural landmarks such as Jiuzhang Pavilion hidden in the downtown area, stone art gallery, liberal arts bookstore, and irregular market stalls.
Chaozhou Chaozhou Ancient City Ancient Residential Complex is a national historical and cultural street, is a "living" ancient city, there are Ming and Qing Dynasties archway street, arcade, ancient residential group, Rao Zongyi Academic Hall and Chao embroidery, Chaozhou wood carving, Chaozhou Dawu clay sculpture, Chaozhou Opera Art Heritage Center Theater Garden, Chaozhou Kung Fu Tea Art and other intangible cultural heritage display. At night, the lights are on, and tourists can stroll through the ten famous alleys of Chaozhou Ancient City Arch Street to feel the elegance of ancient buildings; they can also walk to the riverside, feel the water-friendly ancient city by the Han River, and visit the night view of the ancient city embellished by lights at night.
Night economy to create "Guangzhou night" brand
Guangdong has a pleasant climate, many cities in Guangdong, including Guangzhou, Shenzhen, Foshan, etc. are consumption of the "city that never sleeps", the Pearl River Delta and the Greater Bay Area at night are one of the brightest areas on the whole earth, Guangdong has a large population, strong consumption power, and night cultural tourism is in line with the consumption habits of young people. As the pioneer of reform and opening up, Guangdong has been actively exploring and trying first, constantly enriching the night tour products and night performance market, optimizing the night catering, shopping, performing arts and other services of cultural and tourism venues, creating a distinctive night internet celebrity punch card place, holding a series of night-time promotion activities to benefit the people, expanding the scale of night cultural tourism consumption, and building a new model of industrial diversification and scene integration. Promote the night cultural tourism economy to gradually become a new growth point of Guangdong's cultural tourism industry.
In 2019, the State Council issued the "Opinions on Further Stimulating the Potential of Cultural and Tourism Consumption", which clearly proposed to vigorously develop the night cultural tourism economy, providing strong guidance for the development of night cultural tourism consumption in various places. At present, Guangdong's cultural tourism night economy is in a new stage of speeding up and improving quality development, with great development potential and broad prospects. Among the top 20 cities in China's night economy in 2020 released by the Night Tourism Research Group of China Tourism Research Institute, Guangzhou, Shenzhen and Foshan in Guangdong were selected.
At present, "light up the night economy" has become the key word. Guangdong has issued the "Guangdong Province To Accelerate the Development of Circulation and Promote Commercial Consumption Policies and Measures", encouraging the construction, transformation and upgrading of bar streets, coffee streets and restaurant streets in cities with a certain night economy foundation, and creating a number of night economy demonstration business districts (demonstration blocks). The "Implementation Plan for Promoting the Development of the Night Economy in Guangzhou" proposes that by 2022, the city's high-quality products and services for the night economy will increase significantly, the lifestyle and consumption mode of the night economy will be more abundant, and the global night economy industrial chain with Lingnan culture as the main line and the branding, internationalization and characteristics will be more perfect. At the same time, we will strive to form 13 nationally renowned business circles and a number of high-quality cultural projects, and the city's night economy agglomeration areas have reached 30, and the contribution of the night economy to the city's economy has been continuously improved, creating an internationally renowned "Guangzhou Night" brand.
Expert interviews
A good foundation for the night economy should also be well publicized
Interviewee: Wen Tong (Professor, Department of Tourism Management, School of Management, Jinan University, Doctoral Supervisor)
Night cultural tourism consumption has existed since ancient times, and in recent years, it has received more and more attention because the changes in the law of public life and rest have made the market have a strong demand, and the state also attaches importance to the healthy development of the night economy. Guangdong's pleasant climatic conditions, whether outdoor or indoor, are very favorable to the development of nighttime cultural tourism consumption, and there will be no obvious off-peak season. In addition, the Cantonese people's living habits are relatively late, creating a "city that never sleeps". From the earliest night tea drinking, to the Pearl River night tour, to the night tour of the wildlife world, the city light show and other night economic forms continue to emerge, the formation of a night tourism market product portfolio system, it can be said that the Guangdong night cultural tourism consumption represented by Guangzhou has been developing well.
With the vigorous development of the night economy throughout the country in recent years, such as the rise of projects such as Xi'an Datang Sleepless City in the north, they occupy a higher degree of heat, and Guangdong's night culture and tourism is relatively "low-key". It is recommended that Guangdong ride on the east wind of the first batch of national-level night culture and tourism consumption agglomeration area list, make good use of the leading role of the 5 projects selected by the province, both the moon and the stars, and constantly develop new products that meet the needs of young people, and strengthen the publicity and marketing promotion of the normalized development of night cultural tourism consumption, in order to produce greater social effects and market influence, in order to accelerate and improve the development of Guangdong's night culture and tourism economy, release huge potential, and have broad prospects for night cultural tourism consumption.
Night cultural tourism consumption activities have the characteristics of higher requirements for facilities and equipment, higher dependence on energy, and higher requirements for safety supporting standards, hoping to lead the orderly and benign development of the entire night cultural tourism through the demonstration role of the gathering area. It is recommended that more attractions and neighborhoods of night cultural tourism use more environmentally friendly, energy-saving and safe facilities and equipment to achieve better results.
Source: Yangcheng Evening News