Visitors wear MR intelligent interpretation equipment and take a cultural journey through the ancient and modern imperial examinations under the leadership of the virtual docent "Little Champion" of the Imperial Examination Museum;
With the lantern festival as a medium, it has carried out all-round exchanges and cooperation with more than 50 countries to promote Qinhuai culture to the world and show the national image;
With a total scale of 100 billion yuan, important platforms such as the Grand Canal Fund and the Cultural Tourism Sub-Fund, and the Nanjing Grand Canal Secondary Cultural Tourism Fund have successively settled in the Nanjing Qinhuai Characteristic Cultural Industrial Park......
Based on humanistic economics
Confucius Temple-Qinhuai scenery belt strengthens cultural self-confidence
Deeply cultivate the integration of culture, business and tourism
It is polishing the business card of cultural tourism and cultivating a new model of cultural tourism consumption
and other aspects continue to make efforts
Since 2020, the Confucius Temple-Qinhuai Scenic Belt has been awarded four "national brand" honors: National Demonstration Pedestrian Street, National Night Cultural Tourism Consumption Cluster, National Tourism and Leisure Block, and National Cultural Industry Demonstration Park. Behind this, it is the result of the perseverance of the Management Committee of Confucius Temple-Qinhuai Scenic Belt Scenic Area to tap the potential and creative expression of cultural and tourism resources.
Integrated development of culture, tourism and commerce
Detonate a new hot spot for consumption in characteristic neighborhoods
Confucius Temple-Qinhuai Scenic Area with Scenic Area
Always adhere to the "point, line, and surface" layout
Focus on "points" and introduce new forms of consumption
Build on the "line" and explore new consumption models
Build on the "surface" to create new consumption scenarios
The sound of oars, the shadow of lights, and the night of Qinhuai
With carriers and projects as the point, and the thinking of the integration of culture, tourism and business as the line, we will deeply cultivate cultural brands, promote traditional brands such as Qinhuai Lantern Festival and Qinhuai Painting Boat to "old wine and new wine", and "new Internet celebrities" such as Qinhuai Gifts and Qinhuai Youxi, deeply explore new products, create new scenes, lead new consumption, accelerate the pace of industrial development, and bring fresher "immersion" to tourists through cross-border integration of tourism, culture, and technology Tourism experience, promote the extension of cultural tourism IP to the brand, and fully meet the needs of tourists in the era of cultural tourism 4.0.
Day Sightseeing + Night Experience
Guided by the Confucius Temple block, it integrates the resources of scenic spots such as Qinhuai River, Zhan Garden, Ming City Wall, and Dabao'en Temple, and links Chaotian Palace, Laomendong and other tourist routes to enrich sightseeing and cultural experiences during the day.
Old Gate East
Through the construction of an online communication matrix, the whole platform launched the "Confucius Temple-Qinhuai River-Laomendong" game strategy, with a total of more than 510,000 fans on the whole network of each account, about 2,000 short videos released by the official account matrix, a total of nearly 2,000 official live broadcasts, a total of more than 80 million people of official short videos and live broadcasts, and a total of more than 700 million people of related topics.
"Jinling Dream Night Garden" immersive performance
In terms of night performances, there are "Jinling: The Past of the Palace", "Jinling Dream - Night Zhan Garden", "Wuyi Lane: Sunset Slope" garden immersive performances, "Bright Moon Seal, China Gate" immersive light and shadow show, Ming City Wall 3D light show, Qinhuai Intangible Cultural Heritage Museum's intangible cultural heritage performances, etc.
Old brand + new brand
Strengthen the excavation and protection of time-honored brand resources, and support and expand the existing 13 time-honored brands such as Qifangge and Lianhu Cake Dumpling. Establish a Qinhuai snack expert database, carry out "Qinhuai snacks" selection activities and Qinhuai snack skills competitions, apply for the "Qinhuai snacks" collective trademark, encourage snack business enterprises to establish a "century-old shop" business philosophy, improve snack hierarchical management, dynamic licensing methods, and implement dynamic licensing management for scenic snack business enterprises.
Qinhuai District Intangible Cultural Heritage Museum
The Qinhuai Intangible Cultural Heritage Exhibition and Experience Hall, which integrates graphics, physical objects, audio-visual, handicrafts and exchanges, has gathered 98 intangible cultural heritage items at all levels, 243 representative inheritors, and won the title of "Jiangsu Internet Celebrity Intangible Cultural Heritage Experience Center". Intangible cultural heritage is fully integrated into the Confucius Temple block, creating intangible cultural heritage tourism routes, developing intangible cultural heritage research and learning industries, and allowing citizens and tourists to experience the charm of intangible cultural heritage throughout the block.
In recent years, the Confucius Temple block has been selected into the "National List of Preferred Projects for the Integrated Development of Intangible Cultural Heritage and Tourism" and the "First Demonstration Project of Intangible Cultural Heritage in Jiangsu Province with Unlimited Space into Scenic Spots".
Scenic tour + surrounding tour
In accordance with the positioning of "the first choice for experiencing ancient Chinese imperial examination culture", the Nanjing China Imperial Examination Museum and cultural and commercial supporting facilities will be built, and the two cultural axes of "Confucianism + Imperial Examination" will be constructed.
Mingyuan Building
The China Imperial Examination Museum in Nanjing has become the largest special museum of imperial examinations in China and the youngest national first-class museum in Jiangsu Province.
East Wuhuali Water Upstream Line
Strengthen the effective connection between the scenic spot and the park, through the two links on the water of the Qinhuai River and the Ming City Wall, as well as the rational organization of the design of the tour line, ground transportation and underground space, the scattered historical and cultural resources are connected into a piece, and the parks and blocks with different forms and complementary industries are organically connected.
West Wuhuali water upstream line
The night scene lighting of the Inner Qinhuai River has been upgraded, and the immersive cruise ship in the west of the Inner Qinhuai River has set sail in an all-round way, realizing the complete connection of the east and west lines of the Inner Qinhuai River for the first time, and reproducing the prosperous scene of the ancient Qinhuai River and the coastal scene in poetry and painting through the integration of "science and technology + art + history".
Big event + small freshness
Playing a leading role in large-scale activities, the Qinhuai Lantern Festival has been held for 38 consecutive years, and has been rated as the first of the top ten examples of "2019 Intangible Cultural Heritage and Tourism Integration" by the Ministry of Culture and Tourism.
The lighting ceremony of the 38th China Qinhuai Lantern Festival
At the beginning of 2024, the "Light up the Chinese Lanterns" Dragon Year Lantern Festival Lantern Festival Lighting New Year National Main Venue Activity and the 38th China Qinhuai Lantern Festival Lighting Ceremony was held in the Confucius Temple-Qinhuai Scenery Belt, during the Spring Festival, the Confucius Temple-Qinhuai Scenery Belt received a total of 3.644 million tourists, and the scenic spot ranked first in the "Top 10 Domestic Well-known Scenic Spots" list.
Group wedding on the banks of the Qinhuai River
Pay attention to excavating the unique resources of the scenic spot, develop and design immersive performance activities that meet the characteristics of young people, such as relying on the characteristic cruise line of the Qinhuai River, focusing on the theme of wedding culture, and creating an immersive experience of Ming wedding performance show products of "Ten Miles of Red Makeup, Love for Qinhuai".
Set up an immersive scripted game "Follow the Poet to Qinhuai", and create a series of activities such as the Cloud Lantern Festival and the Cloud Sacrifice Kong.
"Text header" + trendy format
Qinhuai presents a series of cultural and creative products
Create a "Qinhuai Gift" flagship store and theme store, dig deep into the cultural connotation of Qinhuai, intensively cultivate cultural and creative theme IP, and launch more than 9,000 cultural and creative products, transforming Qinhuai stories into Qinhuai gifts that can be taken away in a cultural and creative way. It has built an immersive cultural, business, tourism and film theme block - the theater block, and launched an immersive real-life entertainment project to provide an experience of "people traveling in the play".
MO tone Pipa Street
Create an online celebrity check-in place of "MO Yin Pipa Street", gathering new formats that young people like such as leisure and entertainment, novelty cultural creativity, and the first store in Nanjing. Focusing on the hot spots of consumption trends, the theme IP of "Qinhuai Night Restaurant" was formed, and activities such as the "Ancient Qinhuai New National Tide" market, Dream Back to Jinling VR Script Killing, and Shangyuan Lantern Wonderful Night were held.
Set up a "cloud" team to enhance tourists' participation and experience through live streaming and street short videos, and combine online and offline to launch various service items through ticket booking, event broadcasting, and panoramic VR tours, online shopping, and offline consumption.
Bring in + go out
The 2023 Qinhuai International Cultural Tourism Festival will be held to celebrate the 100th anniversary of the creation of "Qinhuai River in the Sound of Oars and Lights", expand international exchanges and cooperation, and amplify the international influence of Qinhuai River IP. Launched the "Oars Sound and Light Shadow Qinhuai River" international forum, inviting well-known industry experts and scholars to discuss together to promote the development of scenic spots.
The world-renowned city "Nanjing Week" Paris station activities
Participated in the activities of the World Famous Rivers Alliance, and formed alliances with the Qinhuai River, the Seine River, the San Antonio River, etc. It has a friendly neighborhood with the Malacca Historic District (Jonker Street) in Malaysia. The "Qinhuai Lanterns" reflect the Dutch centennial festival "Gondola Night". Carry out film and television adaptation and production of large-scale TV documentary "Qinhuai River", which shows the history and culture of Qinhuai River. Confucius Temple's "Metaverse Digital Art Exhibition" was unveiled at the Beijing 2022 CIFTIS and the Global Conference on Trade in Services.