Luwang, February 2 On January 30, Shandong held the 2024 Provincial Culture and Tourism Work Conference. The meeting commended the outstanding units and award-winning projects of the province's cultural and tourism work in 2023, and as the only county representative in the province, the Dongping County Culture and Tourism Bureau made a typical speech at the provincial meeting.
In 2023, Dongping County will invigorate the mechanism, strengthen the integration, and heat the market, with strong and powerful cultural and tourism consumption, with 13.491 million tourists and a comprehensive income of 7.42 billion yuan, an increase of 229.45% and 196.62% year-on-year respectively, and successfully won the honorary titles of provincial all-for-one tourism demonstration zone, provincial eco-tourism zone, and provincial night culture and tourism consumption cluster, and the cultural and tourism industry has increasingly become an important engine to boost the high-quality economic development of the county.
Innovate the mechanism, break the big and revitalize the whole life
If the system is smooth and the mechanism is lively, cultural tourism will flourish. The first is to hand over the scenic spot to the market. Changing the old model of the government taking care of the bottom line and covering the world, the state-owned Dongping Lake Cultural Tourism Group was first established in Tai'an City, and the management and operation rights of the county's state-owned scenic spots were handed over to the Cultural Tourism Group to promote market-oriented and industrialized operation. The Group has revitalized tourism resources such as Dasong Sleepless City and Baifo Mountain, and its assets have increased sharply from 1.7 billion yuan to 10 billion yuan in two years, ranking 68th in the brand communication power of China Cultural Tourism Group. The second is to turn the crisis into an opportunity. In the face of the grim situation, we seized the night economic outlet, enriched night tours, night shopping, night food, night entertainment, night shows, night stays and other formats, and was the first to jump out of the homogeneous competition with the surrounding Water Margin culture, and the Great Song Dynasty Sleepless City became a "hot style and top stream". The third is to turn Internet celebrities into long-term red. It has signed a VAM agreement with a domestic professional team to improve performance, and has taken the lead in launching a ticket-free policy for all state-owned A-level scenic spots in the province, exempting tourists from "tickets" and "consumption", constantly enriching new formats and new products such as real-life horse battles and intangible cultural heritage performances, giving full play to the huge potential of "immersive experience", and transforming from "visiting here" to "in-depth experience".
The integration of culture and tourism, one industry drives the prosperity of all industries
Cultural and plastic brigade, tourism and culture, cultural tourism live. First, resource integration. Relying on the "Dongping Lake Tourist Scenic Road", the 84-kilometer shoreline around the lake and mountains has been opened, and more than 30 scenic spots such as the Great Song Dynasty Sleepless City, Lashan, and Kunshan have been strung together into a chain, and the "intangible cultural heritage, cultural relics, museums + tourism" model has been implemented, and the country's first Grand Canal Intangible Cultural Heritage Center has been built, allowing tourists to fully experience the characteristic cultural charm of the Yellow River, canal culture, and water margin through exhibitions, performances, and interactive experiences. The second is industrial integration. Promote "cultural tourism + sports", host the main venue of the national "Walking the Grand Canal" national fitness walking for three consecutive years, hold marathons, cycling, fishing, roller skating and other events, cultivate new hot spots of cultural tourism consumption, develop "cultural tourism + agriculture", build 10 provincial-level tourism towns, 20 tourism characteristic villages, 10 agricultural tourism demonstration sites, 30,000 people eat "tourism meals", and the county's accommodation and catering industry revenue increased by 25.9% and 34.8% year-on-year respectively. The third is service fit. Accelerate the construction of key projects such as Dongping Lake Water World and Baifo Mountain Four Seasons Flower Sea, and make Dongping "cultural flavor" stronger and more prosperous; infrastructure such as Huanhu Road, Huanshan Road, and tourist wharf are becoming more and more perfect, and the management and operation of hotels, guesthouses, and homestays are becoming more and more standardized. In 2023, the handling rate of tourism complaints and the satisfaction rate of tourists will be 100%.
Promotion marketing, traffic surge has a great impact
The promotion is wide, the marketing is real, and the cultural tourism is prosperous. The first is to insist on high-quality content. Closely following social hot spots, "Letter to Zibo", "Director of Culture and Tourism Disguised "Battle"", "You Want to Write Dongping", "Your Surname is West, My Surname is East" and other promotional sketches detonated the Internet, with high-quality content output, in exchange for strong market drainage. The second is to insist on the high frequency of publicity. Keeping up with the hot spots on the Internet, 500 Internet celebrities visited the store and online publicity went hand in hand, and the Great Song Sleepless City was on the hot search of Xinhua Daily Telegraph, Douyin, Xiaohongshu and other platforms, with nearly 200 million views on the topic, and Dongping Cultural Tourism was repeatedly promoted by CCTV, Shandong Satellite TV and other key media. The third is to adhere to the high level of activities. Following the hot spots in the market, we will promote the linkage with the "Spring Lake" in Jinan and the "Mountain Lake" in Tai'an, plan and hold the "Drink the Yellow River Water and Meet in Dongping Lake" tourism promotion conference in six cities, and open the direct train to 11 colleges and universities in Jinan University Town;
It is time to pursue dreams and forge ahead. Dongping County will take this meeting as an opportunity to create a national 5A-level scenic spot and a national tourist resort as the starting point to build a new pattern of cultural and tourism development of "one mountain, one lake, one city, one world", so as to make culture more dynamic and tourism more attractive, and contribute to the high-quality development of culture and tourism in the province!