New practices of common prosperity
Zhoushan tourism deep observation
Core tips
Since 2020, the new crown epidemic has reduced people's travel frequency and changed their living habits, especially several severe prevention and control situations, which has made the national tourism industry press the pause button and put forward new issues for how to develop the tourism industry. Throughout the "Thirteenth Five-Year Plan", Zhoushan's tourism development remains strong, the city's overall tourism revenue reached 433.547 billion yuan, the growth rate of cultural tourism industry scale indicators is much greater than the average of the province, competitive sports are steadily improving, the fitness of the whole people is gradually improved, and the cultural project for the benefit of the people is steadily advancing.
How to start a new journey in the 14th Five-Year Plan? With the gradual improvement of people's requirements for the quality of life and the improvement of Zhoushan's three-dimensional traffic pattern, the huge potential of "Yangtze River Delta integration" will bring rich tourist sources and power to Zhoushan's cultural, tourism and sports industries, and also put forward higher requirements for the development of Zhoushan's tourism industry. The Municipal Bureau of Culture, Tourism and Sports will continue to enhance the core competitiveness of the tourism industry, integrate culture and tourism with higher quality, and comprehensively carry out the grand blueprint of the tourism industry towards higher quality development. Nowadays, common prosperity is the goal of high-quality development, and the tourism industry from the pull of the economy, the bearing of culture to the physical and mental health, are a vivid interpretation of "material wealth" to "spiritual wealth".
01
"Swim" wings for intangible cultural heritage to help fly marine culture
In June this year, the State Council announced the fifth batch of national intangible cultural heritage representative projects list, and the shengsi fishing song in our city was successfully selected. This is the sixth national intangible cultural heritage project in our city after Zhoushan gongs and drums, Guanyin legends, Zhoushan fishermen's trumpets, traditional wooden boat making techniques, and fishermen's Xie Yang Festival. With the unique "seafood" Shengsi fishing song, in August this year, Wulong Township successfully landed on the list of "Folk Culture and Art Towns in Zhejiang Province" released by the Provincial Department of Culture and Tourism in 2021, becoming one of the 34 selected places.
Zhoushan's intangible cultural heritage contains a strong marine culture. Fishing songs, gongs and drums, shipbuilding... "intangible cultural heritage" was once closely related to our production and life, but with the change of traditional operations and lifestyles, as a heritage culture, if it only stays at the level of cultural exhibition, it will inevitably lose the nourishment of "earth qi" and lose the power of empathy. So how do you polish this gold sign? During the "13th Five-Year Plan" period, the Municipal Bureau of Culture, Culture, Tourism and Sports continued to strengthen the excavation, protection and inheritance of cultural heritage, promoted Putuo Mountain to be included in the provincial cultural heritage ecological protection zone to create units, created the first three municipal intangible cultural heritage expert studios, and also created a non-genetic inheritance teaching base in schools, so as to continue the cultural bloodline by allowing minors to learn and inherit. At present, the city has a total of 6 national intangible cultural heritage items, 38 provincial intangible cultural heritage items, 2 representative inheritors of national intangible cultural heritage projects, and 22 representative inheritors of provincial intangible cultural heritage projects.
Let the "intangible cultural heritage" return to life, let the culture nourish the soul, tourism is undoubtedly a good carrier. Under the background of the integration of culture and tourism in our city, whether it is practice or research, "intangible cultural heritage + tourism" has become a norm, and extended into a product format, so that the road of common prosperity is more stable and more practical. In the tourism development of Wulong Township, fishing songs are iconic cultural elements. In the cultural auditorium, villagers regularly gather together to learn to sing fishing songs, and also sing fishing songs to the stage of festivals such as "East China Sea Five Fishing Festival" and "Village Evening", so that tourists can feel the charm of Shengsi fishing songs and accelerate the realization of intangible cultural heritage resources. Dongsha Town in Daishan, using cultural facilities such as a street with intangible cultural heritage characteristics, cultural theme display venues, Dongsha Lane Festival and Fisherman's Thousand People Banquet and other activities, as well as more than 10 intangible cultural heritage project folk performance teams and nearly 100 non-genetic inheritors, Dongsha Ancient Town has created a "culture + business, activities + business" island tourism atmosphere, receiving an average of more than 100,000 tourists per year. Nowadays, intangible cultural heritage is not only a "cultural symbol", but also a "code for getting rich". Through the in-depth integration of "intangible cultural heritage + tourism", the economic benefits of "1+1>2" are realized.
In recent years, making intangible cultural heritage "live" is an important task of the Municipal Bureau of Culture, Culture, Tourism and Sports, taking advantage of intangible cultural heritage resources, Putuoshan Guanyin Cultural Festival and other forms of intangible cultural heritage tourism festivals attract tourists to flock to the city; with intangible cultural heritage as the core, it has developed fishermen's paintings, boat models, fishing rope knots, shell carvings and other tourism handicrafts to become a new "net red" of Zhoushan cultural and creative products... At the same time, the city has also actively promoted the use of intangible cultural heritage to enter the tourist scenic spots, cultivated 5 municipal intangible cultural heritage experience bases such as the rural traditional paradise of Ganshi Ao Island, the Guohe Wooden Boat Craft Museum, and the East Pole Sea Tide Fishermen's Painting Experience Base, and carried out intangible cultural heritage project exhibitions, demonstrations, studies, exchanges and experience activities throughout the year, Zhoushan's unique marine culture has spread far and wide through these carriers, one island township after another has come alive, one practitioner has smiled, and shared prosperity has deepened step by step under the radiation of "tourism +".
At present, Zhoushan City has 2 provincial non-genetic heritage bases, 1 provincial intangible cultural heritage productive protection base, 1 provincial intangible cultural heritage publicity and display base, 1 provincial cultural heritage ecological protection zone, 7 provincial intangible cultural heritage tourism classic scenic spots (including folk culture tourism villages), 2 provincial intangible cultural heritage traditional drama towns, 2 provincial traditional festival protection bases, 21 municipal non-genetic inheritance bases, 44 county (district) level non-genetic inheritance bases, and 7 demonstration bases for the productive protection of intangible cultural heritage in Zhoushan City. There are 5 intangible cultural heritage experience bases in Zhoushan.
02
The island is the big park
Open the 360-degree panorama of Zhoushan "Sea"
The sea is the most important tourism resource in Zhoushan.
All along, Zhoushan's tourism industry is inseparable from "enjoying the sea", "playing the sea" and "tasting the sea", under the task of building an international island leisure resort destination, it is even more necessary to eat through the "sea" of Zhoushan and do "through" Zhoushan sea. To comprehensively promote the construction of the island park, it is to open the 360-degree panoramic map of Zhoushan "Sea".
"The sea breeze is comfortable and the boat is stable." "The sea is endless and we're shuttling between islands, which is a fantastic feeling." In May this year, since the "Putuo Star" cruise ship launched the "Boat Tour Islands" mode, it has been well received by tourists. Starting from Zhujiajian Centipede Ridge Pier, the "Putuo Star" island hopping tour connects three islands of different cultures, Putuo Mountain, Ant Island and Peach Blossom Island, allowing visitors to experience Buddhist culture, red culture and martial arts culture in one day. It is not only a transportation route, but also a tourism product, and a new model of integration of transportation and tourism, bringing tourists an immersive "sea appreciation" trip.
In the "14th Five-Year Plan", the Municipal Bureau of Culture, Culture, Tourism and Sports has further innovated and made breakthroughs in the "integration of transportation and tourism" model, which will integrate and optimize the transportation booking system of the archipelago, improve the tourism experience function of transportation facilities, innovate the management and operation of cruise ships, yachts and cruise ships, and reconstruct the tourism sea and travel space.
At the same time as the island fast bar, island hopping tour, sailing island hopping tour, seaplane and other integrated tourism products are derived, the Municipal Bureau of Culture, Culture and Tourism sports has a new layout for "playing the sea" and "pinhai". "This year, the city has begun to establish a 'National Aquatics Center' with zhujiajian Nansha waters as the exclusive space, supporting the construction of water sports training bases and yacht sailing bases." In an interview on Zhoushan's 14th Five-Year Plan in February this year, Cao Hong, director of the Municipal Bureau of Culture, Radio, Television, Tourism and Sports, was full of confidence in Zhoushan's future water sports construction.
At the end of July this year, the Municipal Bureau of Culture, Culture, Tourism and Sports invited "Every Day Upward" to launch a large-scale "Gastronomy Research and Learning Season" project, trying to build Zhoushan's popularity through the internet celebrity effect, with remarkable results. Driven by popular variety shows, Zhoushan's food and island scenery were warmly welcomed by netizens, who commented: "I want to eat!" Going! "While strengthening publicity and actively developing new gastronomic products, the Municipal Bureau of Culture, Culture, Tourism and Sports intends to combine fashionable vegetarian food, molecular cuisine, and internet celebrity eating methods to develop a rich variety of zhoushan cuisine, and integrate local cultural characteristics to strengthen the "taste of the sea" experience."
Every innovation and upgrading of tourism is a process of further moving towards common prosperity.
In recent years, Zhoushan has continuously promoted the project of enriching the people of homestays, revitalized idle assets to make room for the development of homestays, supported the development of individual homestays in the direction of diversification, and introduced state-owned capital, social capital, and returning youth to invest in the development of the island homestay industry. Taking Shengsi as an example, there are currently 1,007 homestay operators and more than 6,000 industry employees, accounting for about one-fifth of the number of shengsi fishing rural population, the number of homestay receptions accounts for 80.3% of the total reception, and the average net income of homestay households is 218,000 yuan.
At the same time, since 2014, every year from December to February of the following year, Zhoushan will hold tourism activities to benefit the people, through resource integration, activity support, product optimization, regional cooperation and other measures, so far to benefit the people's livelihood has accumulated more than 3 million people, and gradually achieve a new pattern of tourism economy of "not weak in the off-season, more prosperous in the peak season".
As the core product of building an international island leisure and vacation destination, the construction of island park is more important to establish an interactive network between the islands of Zhoushan, and create a new product that integrates more theme elements such as humanities, scenery and fashion. At present, the layout and development of the city's island parks are in accordance with the "3 + 3" model, "3" is the three island parks of Dinghai, Daishan and Shengsi, and The Putuo Island Park contains "3" plates: putuo district island park, Putuo mountain - Zhujiajian island park, and Liuheng island park. In addition, combined with the actual development and construction of tourism on Zhoushan Island, ten landmark projects for the construction of island parks have been sorted out and promoted, such as the Blue Bay Project and the Beautiful Countryside Construction Project on the Island.
03
Come to the event with the sea and the wind The body is beautiful and the heart
The 2021 Gaohe Spartan Warriors Race Zhoushan Station is about to start. On the evening of August 29, there was a roar from the Zhoushan Stadium, and it turned out that spartan warriors from the Jiangsu, Zhejiang and Shanghai regions were systematically preparing for training under the guidance of the official SGX coach. In addition to completing basic physical training, they also learned a variety of techniques and essentials to challenge obstacles, and felt the charm of spartan warriors in advance.
The Spartan Warriors are one of the most popular and challenging obstacle courses in the world and have been voted a "testing ground of the will". On September 19 this year, Zhoushan will host the Spartan Warriors Race for the first time, and the appearance of classic obstacles such as Icarus Wings, Cornice Walking Wall, Spear of Victory, and Orps Prohibition has stimulated the enthusiasm of many sports enthusiasts in Zhoushan, and the 2021 Zhoushan Islands Marathon is about to kick off.
Since the "13th Five-Year Plan", Zhoushan's blueprint for building an "island event city" has begun to take shape. As one of the ips of characteristic island events, Zhouma is about to usher in its seventh year in Zhoushan, and local brand events such as the Zhoushan Cycling Conference, the Zhoushan Islands Sailing Island Jumping Rally, the Daishan Cape Half Marathon, and the Shengsi Archipelago Rowing And Running Triathlon have emerged. With the advantage of marine resources, national events such as the National Sea Fishing Elite Tournament, the National Beach Volleyball Tour, the National Beach Football Championship, as well as high-end events such as the Equestrian League and the Spartan Warriors Tournament have also been located in Zhoushan.
Immediately after, tens of thousands of athletes and tourists followed, "sports + tourism" integration brand new format to create a strong development momentum and sustainability, only in 2019, Zhoushan sports and related industries added value of 898 million yuan, an increase of 8.6% year-on-year, accounting for 0.7% of GDP. Sports events have gradually become a new economic growth point for the integrated development of cultural tourism and sports in Zhoushan.
In the combination of strength and beauty, passion and sweat, the sports enthusiasm of the people of Zhoushan has been rising, and the upsurge of national fitness has continued to emerge. According to last year's Zhouma data, there were about 2,700 local runners in Zhoushan on the semi-full course, accounting for 2.7%100 of the city's total population, higher than the national average of 5/10,000 of the 2019 marathon big data released by the Chinese Athletics Association. This boom has also promoted Zhoushan to build a higher level of national fitness public service system, bicycles, beach football, marathons, badminton, table tennis and other mass sports events continue to increase, the national sports life festival, beautiful Zhoushan Thousand Miles and other sports activities continue to optimize, the construction of fitness facilities is more complete, the development of mass sports further accelerated. It is estimated that by 2025, the per capita stadium area will reach 3.0 square meters, and there will be no less than 2.8 social sports instructors per 1,000 people. During the "14th Five-Year Plan" period, with the growth of domestic consumer demand, as well as the national strategy of "Belt and Road" and "Yangtze River Delta integration", it will bring new impetus and opportunities for the development of sports in Zhoushan, and it is expected that by 2025, the total scale of the sports industry will reach 4.75 billion yuan, and the total scale and added value of the sports industry will increase by more than 15% per year. Achieve an industrial added value of 1.69 billion yuan, and plan to cultivate 1-2 international brand events, 3-5 national brand events, and add 4-6 key brand events in Zhejiang Province.
Reporter Fu Mingyan
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