It attracted delegations from 27 countries and regions, 21 provinces (autonomous regions and municipalities), 28 delegations from prefecture-level cities and districts and counties in other provinces, delegations from 11 prefectures and cities in Shaanxi, more than 700 cultural tourism enterprises, more than 9,800 exhibitors, and 150,000 visitors to the museum; 29 key cultural industry projects in Shaanxi Province, covering cultural heritage, cultural and creative derivatives, film and television media, health resorts, creative streets and other fields, signed contracts on site, with a total amount of 14.348 billion yuan... From August 17th to 20th, the 10th Western China Cultural Industry Expo and the 2023 Xi'an Silk Road International Tourism Expo were held in Xi'an, achieving a double harvest of social and economic benefits.
This expo focuses on empowering the cultural industry with digital technology, helping rural revitalization with the integration of culture and tourism, inheriting the excellent traditional Chinese culture with the spirit of innovation, promoting East-West cooperation with joint efforts, and promoting the co-construction of Silk Road tourism with mutual benefit and win-win results.
▲ The theatrical performance in front of the exhibition hall of Shaanxi Performing Arts Group attracted everyone
Efficiently integrate traditional culture into contemporary life
Northern Shaanxi paper-cutting, Ningqiang and Qiang embroidery, Chang'an clay sculpture, Qin cavity banhu handmade... In the intangible cultural heritage exhibition area, the traditional culture inherited for thousands of years is combined with emerging formats and emerging technologies, revealing new vitality and vitality, becoming more fashionable and interesting.
Walking into the exhibition area of Shaanxi Performing Arts Group, wonderful programs such as dance "Neon Dress Dance", Peking Opera "Ode to Pear Blossoms", and puppet unique "Taibai Drunken Writing" are staged in turn, visitors can not only take photos with classic drama characters in the check-in area, or watch the live broadcast in the cloud to see the famous demeanor of Shaanxi's old literary and art troupe. "Our exhibition hall refers to the design concept of the classical Chinese architecture 'Tianyuan Place', with red as the main keynote, which symbolizes the passing of the blood of the revolution, and sets up seven sections, including a stage viewing area and an achievement display area, to carry out multi-dimensional and all-round display around key plays, corporate culture, major projects, etc." Introduction of Shaanxi Performing Arts Group staff.
▲ Literary and artistic performance at the joint exhibition and joint sales of Sushan intangible cultural heritage and creative products
In Hall 6 of Xi'an International Convention and Exhibition Center, the joint exhibition and sales activities of Su-Shaanxi Intangible Cultural Heritage Consumption Year and Su-Shaanxi Intangible Cultural Heritage and Creative Products became eye-catching highlights. Su embroidery from Jiangsu, Nantong blue printed cloth printing and dyeing techniques and Huaxian shadow puppet opera, Fengxiang woodblock prints, and Xunyi color sticker paper cutting from Shaanxi are intertwined and have their own merits. Wu Nong's soft-spoken Suzhou commentaries and Kunqu opera, and the bold and unrestrained Shaanxi Allegro and Qin dialect are staged in rotation and wonderful. In addition to offline exhibitions, this joint exhibition and joint sales rely on Alipay and Himalaya to create a digital exhibition hall, and launch 105 kinds of intangible cultural heritage goods and more than 40 kinds of intangible cultural heritage skills in Jiangsu and Shaanxi, becoming a platform for permanent display and sale of intangible cultural heritage goods and cultural and creative products in Jiangsu and Shaanxi.
At this expo, various cultural and creative derivatives are deeply loved by visitors. From car hangers, refrigerator stickers to lipstick, eye shadow, from coasters, mobile phone cases to silk scarves, folding fans, lipsticks and bookmarks of the Forbidden City Cultural and Creative Industries, and silver sachets with grape flowers and bird patterns in Shaanxi, the audience can't put it down. A parent who came with his daughter said: "Cultural and creative derivatives can not only be used daily by children, but also appear in life as ornaments, providing children with a different experience, and more importantly, let children subtly understand the culture of Shaanxi and even China from these small objects." ”
▲ The Tang poetry check-in launched by Xi'an Tourist Service Center was very popular at the Western Cultural Fair
Take the pulse of industry development in high-level dialogue
The cultural fair is not only full of cultural and tourism products, focusing on displaying leading products and high-tech related to culture and tourism, but also meeting friends with "culture" and "Bo", broadening the development path of cultural tourism industry. On the afternoon of August 17th, as one of the important sections of the expo, the East-West Cultural Industry Cooperation and Innovation Development Forum was held in Xi'an International Convention Center.
Xu Mingfei, Vice Governor of Shaanxi Province, pointed out in his speech that focusing on collaborative innovation and conducting discussions on institutional mechanisms, talent training, operation models, and scientific and technological empowerment are conducive to in-depth communication and cooperation between the east and west, promoting industrial cooperation and resource sharing, and building a new pattern of cultural industries with multi-point support, each with its own characteristics, complementary advantages and coordinated development. It is hoped that the eastern and western provinces (autonomous regions and municipalities) will strengthen cooperation and draw concentric circles with complementary advantages.
"If you can't get to a new place by taking the old road, Shaanxi tourism must become bigger and stronger, we must innovate and break through in thinking, and we must focus on the two principles of 'elevation' and 'cooling' in action, so as to achieve leadership and breakthrough." Zhou Bing, Secretary of the Party Committee and Chairman of Shaanxi Travel Group, said when talking about the development experience, "elevation" means that the position should be high, the intention should be high, the vision should be high, and the pattern should be high, and a number of cultural tourism projects with a national perspective and facing the world should be promoted; "Cold frying" is to break the traditional pattern of Shaanxi tourism hot in the east and cold in the west, change the market impression of "cold tourism" in winter in the northern region, and ignite people's enthusiasm for travel with innovative content and products.
At the forum, through in-depth analysis of the fields of "culture +", "+ culture", "tourism +" and "+ tourism", the participants made useful explorations in establishing a cooperation mechanism between the East and the West, deepening industrial cooperation, exploring new models of mutual benefit and win-win results, and opening up new space for international integration.
Empower the high-quality development of cultural tourism with high and new technology
AI digital human live broadcast, glasses-free 3D, metaverse museum... This year's expo focuses on "stimulating new momentum in the industry", highlighting high technology, highlighting innovation and creativity, and promoting the high-quality development of the digital cultural industry. "Shuttling through the frozen fantasy of all things, exploring the mysteries of the universe, and seeing the clear night sky, bright light and shadow." This scene is not a dream, but an immersive play project "10,000 AD" created by Shaanxi Bailuyuan Tourism Culture Development Co., Ltd. using technology.
At the exposition, wearing glasses, you can travel through history and understand the past and present of cultural relics; Tap a button to interact with the characters in the world's famous paintings; Scan the code on your mobile phone to learn painting with a master of Chinese painting. The deep integration of technologies such as virtual displays, immersive experiences and digital audio-visual with cultural creativity has injected momentum into the cultural industry and brought a new experience to the audience.
As a leading enterprise in the cultural industry in Shaanxi Province, the exhibition hall of Shaanxi Wentou Group takes "culture creates a better life" as the theme, and has a number of exhibition areas such as cultural tourism, film and television production, cultural finance, cultural and creative arts, commercial media, cultural science and technology, etc. Walking into the cultural science and technology exhibition area, several digital large screens are eye-catching. According to Li Zunpeng, assistant general manager of Shaanxi Wentou Group, in recent years, Shaanxi Wentou has been exploring a new development path of science and technology empowerment culture, mainly trying from three aspects; Build a platform for searching, appraisal and evaluation of big data for calligraphy and painting artworks, and provide all-round online services for art lovers; Build a big data evaluation and appraisal platform for film and television in the western region, search for information on the whole industry chain of film and television data, and provide all-round services for copyright contributors; Build an APP platform "Tour Shaanxi" to provide one-stop comprehensive digital cultural services for tourists visiting Shaanxi.
Wang Yong, Secretary of the Party Committee and Chairman of Shaanxi Wentou Group, said: "As an important market platform for Shaanxi to implement the strategy of 'strengthening the province with culture', Shaanxi Wentou will continue to do bright film and television production, optimize cultural tourism, strengthen cultural finance, refine cultural creativity, and expand capital operation, and strive to become one of the 'Top 30 National Cultural Enterprises' within 3 to 5 years, achieve a scale of 100 billion enterprises and 10 billion operating income, and contribute more to writing a new chapter in the high-quality development of Shaanxi's cultural industry." ”
(Photo by Qin Yi)