In 2021, the development of cultural tourism in Rongcheng City adheres to the principle of "industry is king, project is king, and enterprise is king", relying on the construction of self-driving tourism highways in qianli mountains and seas, taking characteristic towns as nodes, connecting the three major spaces of the city center, Shidao management area and good luck corner tourism resort, creating a thousand miles of cultural tourism corridors, empowering rural tourism to improve quality and efficiency, focusing on promoting the integration of culture and tourism and high-quality development, and releasing new vitality for global tourism development between urban and rural areas, mountains and seas, and between industrial cities.
The project drives the connecting points into a line
Scientific layout of cultural tourism formats
Since entering the winter, the adventure world of Naxiang Seaview Area has been warmly welcomed by citizens and tourists, and amusement projects such as joyful adventure, science and technology experience, fairy tale experience, parent-child snow building and other amusement projects have attracted more than 30,000 tourists and driven accommodation, catering and other industries to achieve income of more than 6 million yuan. The project was officially operated in June 2021, with the theme of parent-child study and entertainment science, and has become a comprehensive theme park for Rongcheng to play in all seasons
In 2021, Rongcheng City will take the construction of large projects as a powerful engine for the high-quality development of cultural tourism, focus on the development of global tourism, implement 38 cultural tourism projects including Naxianghai Adventure World, with a total investment of 11 billion yuan, and select 18 key projects to be hung up by municipal leaders to coordinate and solve key and difficult problems, and 9 projects were completed in the same year. Through the construction of key cultural tourism projects, we will further enrich the new formats of cultural tourism and improve the supporting facilities of cultural tourism
All cultural tourism enterprises and scenic spots should find out the "differentiation" and do enough featured articles. Naxiang Seaview District focuses on the construction of characteristic cultural tourism towns, adhering to the development concept of "tourism + culture + health + industry + operation", and implements 18 projects in four years; in 2021, it has concentrated on the construction of Naxianghai Adventure World, Xianghai Wyndham Garden Hotel, Naxianghai Shopping Center and other projects; based on the cultural tourism format of Jiming Island, a number of boutique homestays have been newly built, and the Cape Art Museum has been opened to create a high-end island leisure destination with great cultural taste and humanistic connotation; and the Naxianghai Swan Lake Station and Naxianghai have been built British style station, for citizens and tourists to provide "eat, live, travel, travel, shopping, entertainment" one-stop leisure experience and new urban features. Xixiakou has built projects such as the Panda Research Museum, the Navigation Museum, and the Internet Red Music Highway, and the scenic spots have been continuously enriched. Chishan Mountain Scenic Area has newly installed the Qicai Happy Valley Research and Learning Base, developing research and development training projects for different age groups, and integrating with the original "Intangible Cultural Heritage Maker Center" and "Rongcheng Folk Customs Museum" to create a special area of research and learning intangible cultural tourism.
As an important part of Weihai's Qianli Shanhai self-driving tourism highway system, in 2021, Rongcheng City will base itself on qianli shanhai resources, promote highway construction with high standards, build the "Qianli Shanhai self-driving highway" into a "rural revitalization and prosperity road", string resources such as scenic spots, marine ranches, hotels and homestays along the route and more than 400 rural areas into a line, build a global mountain and sea landscape corridor, and promote swan tourism, red tourism, sea ranch tourism, country house tourism, scenic spot tourism, The diversified integration of coastal tourism formats such as parent-child study tourism meets the needs of tourists for all-round leisure and vacation in all seasons; supporting the construction and opening of 5 tourist stations such as small five teams , Baohai , Naxianghai • British style, Naxianghai • Swan Lake, Wawushi Ailian Bay and Dongyi Island • Seagrass House, etc., more than 30 cultural tourism activities have been planned and held along the route, creating a self-driving tourism brand with outstanding characteristics, wide radiation range and strong influence.
Implement cultural tourism boutique projects
Help revitalize rural industries
In July 2021, the author of the Douyin platform "Three Cats" filmed and produced a short video about Rongcheng Seagrass House, which reached 4.8 million views and 78,000 likes in a week. In helping the revitalization of rural areas and the development of rural cultural tourism, Rongcheng City attracts people with the "story of the sea", carries out protective development of seagrass houses, and has created more than 300 characteristic homestays with unique "fisherman style", which not only retains nostalgia for the local people, but also meets the new expectations of foreign consumers.
In order to promote the integration of tourism and industrial transformation and upgrading, and guide the whole people to participate in the development and entrepreneurship of coastal tourism, Rongcheng City has issued the "Measures for the Support of Boutique Homestays", in 2021, continue to implement the boutique homestay evaluation project, and newly select 58 boutique homestays such as Bufeng and Langhuali, covering 11 town streets, and give financial support; cultivate and build 4 boutique homestay clusters such as Chengshan, Ningjin, Gangwan, and Slangdao, among which Chengshan Town was rated as the creation unit of the tourist homestay agglomeration area in Shandong Province. Nalan Homestay was awarded the first batch of five-star homestays in Shandong Province.
In 2021, focusing on the strategy of rural revitalization, Rongcheng City vigorously built the "Ten Mile Ancient Township" area, built a rural cultural tourism industry belt, and focused on the implementation of three projects: the upgrading of boutique homestays, the cultivation of village scenic spots, and the construction of rural tourism. In terms of scenic villages, 17 villages, such as Xixiakou, Yandunjiao and Dongyudao, were rated as scenic villages in Shandong Province. In terms of rural tourism, Ningjin Street was rated as a national rural tourism key town, Ningjin Fisherman's Style Town was rated as a boutique cultural tourism town in Shandong Province, and Gangwan Street was rated as a famous cultural and ecological town in Shandong Province; 4 villages such as Dongdun, Liucun, Jimingdao and Dazhuang Xujia were rated as key villages of rural tourism in Shandong Province, and 2 villages of Dongdun and Xitan Guojia were rated as red cultural characteristic villages in Shandong Province.
Tap the advantages of cultural tourism resources
Accelerate the integration of "+ tourism" formats
In 2021, adhere to the idea of global tourism, integrate elements such as cultural tourism and health care, red culture, industrial tourism, research tourism, night economy, etc., and integrate productivity with "+ tourism" to the format.
"Wellness + tourism", screening 22 key wellness tourism projects, doing a good job in the industrial chain structure of cultural tourism and health care, relying on health care resources and taking tourism projects as the carrier, accelerating the integrated development of cultural tourism and health care industry, and Good Luck Corner was rated as a demonstration area for the integrated development of cultural tourism and health care in Shandong Province. "Red + tourism", actively tap the potential of red tourism resources development, Guo Yonghuai deeds exhibition hall and former residence, Gu Mu former residence, Longshan Revolution Memorial Hall was rated as Shandong Province Red Research Base. "Industry + tourism", combing industrial enterprises related to marine medicine and marine food, guiding enterprises to implement the transformation of tourism facilities, improving service supporting capabilities, strengthening market operation capabilities, developing diversified product routes, and creating new business cards for industrial tourism. Weihai Lily Biology, Azure Valley Industrial Park, Lanrun Tuna Industrial Park and Taidou Health Industrial Park were rated as the first batch of Weihai industrial tourism demonstration bases. "Research + tourism", to create a research and tourism destination featuring the ocean, facing the whole country, covering Japan and South Korea, around the "history, geography, ocean, ecology" and other aspects of the development of "walking classroom" program, Qicai Happy Valley, State Power Investment New Energy Science and Technology Museum, New Jincheng, Chishan Scenic Area, Naxiang Seaview Area, Hongtai Ocean Ranch, Lanrun Group, Taixiang Group, Muyun'an Fisherman Style Resort and other 9 were listed in the first batch of weihai city research and tourism demonstration base. "Night economy + tourism", the integration of cherry blossom lake, Kowloon City and the surrounding night tourism resources, to create a cherry blossom lake fashion leisure block, successfully rated as a night culture and tourism consumption agglomeration area in Shandong Province, the next step will be combined with the development of cherry blossom lake water tourism projects, enrich the tourism industry, enhance tourism popularity, and create cherry blossom lake boutique tourism projects.
Multi-dimensional external publicity and promotion
Calling the four seasons cultural tourism brand
Offline, create a brand of Rongcheng Four Seasons Cultural Tourism Activities. New Year's Day Spring Festival to create "I am in Rongcheng big year" brand, from March to the end of May to create "Rongcheng rural good season" brand, from June to October to create a "there is a life called Rongcheng" brand, from November to the end of the year to create a "winter tour Rongcheng • Swan Tour" brand. In Beijing's Tiananmen Subway Channel, the "Brilliant China • Rongcheng Theme Publicity Corridor" was built, and 6 new billboards were added to promote Rongcheng to nearly 300,000 passengers who passed by here every day.
Online, create a new media publicity matrix. With the focus of publicity of "living in seagrass houses, eating fishermen's meals, enjoying swans in winter, and visiting pastures in summer", we cooperated with Today's Toutiao, Shandong Rong Media and Rongcheng Short Video Alliance to hold more than 20 cultural and tourism network live broadcast activities, released more than 1,000 tourism experience soft texts, more than 500 videos, and the total number of views exceeded 100 million. Planning and selection of "the most beautiful coastal style highway", "the best catch the sea point" and "the most dazzling day point" 11 places.
For the source market outside the province, the implementation of group expansion and accurate promotion. Rongcheng Cultural Tourism and real estate enterprises went to Chongqing, Chengdu and Hebei Shijiazhuang, Handan and Hengshui to hold five Rongcheng Coastal Sojourn Holiday Promotion Conferences, highlighting the publicity theme of "Swan Coast • End of Heaven", promoting scenic spots to sign contracts with 13 local travel agencies, and more than 100 media platforms reported on the promotion activities, with more than 10 million readers.
In terms of brand and product promotion, we carried out a series of marketing activities of "Hospitality Shandong". In the "2021 Hospitality Shandong Net Red Punch Card Season" selection activity, 5 scenic spots were selected as 100 "Hospitality Shandong Net Red Punch Card Places", Chishan Mountain Scenic Area was selected as 15 "Cultural Tourism Excellent Creator Bases", and 4 good things were selected as 100 "Hospitality Shandong Net Red Good Things". 4 scenic spots were selected as 100 red tourism routes in Shandong, 4 scenic spots were selected as 15 Shandong red tourism highlight products, and 5 scenic spots were selected as 10 Shandong red tourism innovative products. In Sohu Tourism's list of "Top 100 County-level Tourism Influences in the Second Quarter of 2021", Rongcheng City ranked eighth among county-level cities in China. ( Contributed by Wang Hongchen, Li Xiaoqian, Rongcheng Municipal Bureau of Culture and Tourism)