This spring, Tianjin used a begonia flower to catch the wave of "pouring wealth" of cultural tourism.
"Received more than 7.1 million tourists! Tourism revenue exceeded 6 billion yuan!" As soon as the statistics came out, many people in Tianjin were sighing: the three days of the Qingming holiday were not in vain for friends from other places to "make room". This is a real push to pull up the cultural tourism index.
The old Tianjin guards who are "unforgiving" may still complain about traffic jams, queues, and crowding, and complain that "it feels like there are 100 million people in Tianjin"...... But when the results of "No. 1 in the National Dark Horse Destination List" came out, the people still felt that their faces were shining and they were proud of their hometown. After all, who doesn't love to be number one?
But when wealth comes, not only can you catch it, but you must keep it. No matter how good the results are, it is already in the past, if you want to continue to play the card of cultural tourism, precipitate the "traffic" brought by the Internet celebrity effect into "retention", and transform it into a strong driving force for economic development, maybe Tianjin will also have a good review and thinking, how to replicate the "Begonia Success", so that the future "Begonia" will be more "beautiful" and "fragrant"?
From "Special Forces" to "City Walk", the pace of tourists has slowed down
Quoting the most popular Internet thinking to evaluate the progress of Tianjin's cultural tourism this year is to extend the "user retention time". Those who understand the economy will understand what this means at once - the longer the retention time, the more likely it is that users will generate consumption.
A significant feature is that the key word of Tianjin cultural tourism last year was "special soldier check-in", that is, using one to two days on weekends to "get up early and return late" to quickly check in Tianjin's Internet celebrity attractions, and each attraction did not stay for a long time, focusing on a "horse and flowers". The data shows that during the five days of the May Day holiday last year, Tianjin received 11.0385 million tourists, the third in the country, but the tourism income was only 5.758 billion yuan, ranking only seventh, and the income was not proportional to the passenger flow.
Some netizens ridiculed, "What can I spend on a trip with a 'red face'?"
Fortunately, the situation has improved this year. According to China Unicom's big data, during the three-day Qingming holiday, Tianjin received a total of 7,102,100 tourists, and the number of tourists received in a single day hit a new high this year. Among them, there were 3,007,500 tourists in the city and 4,094,600 tourists from other cities (909,900 tourists from Hebei Province, accounting for 22.2% of the tourists; 441,900 tourists from Beijing, accounting for 10.8% of the tourists from other cities), and the tourism income was 6.063 billion yuan.
A simple calculation of the per capita daily consumption can be understood that last year was 104.33 yuan, and this year it is 284.56 yuan, an increase of 173%.
There are fewer "special forces" who come to eat and leave early, and they are replaced by "City walks" on the banks of the Five Avenues, Jiefang North Road, Yifeng District, and Haihe River. Tianjin's begonia flowers are also really "fighting", since it became the "online version of the city flower", it has been competing all the way, from Dali Road to the water park, Tianjin University, all over the streets and alleys, tourists also follow the figure of begonia flowers to stroll into all corners of Tianjin.
The sea of flowers in spring has made great contributions, and cultural tourism is not only "begonia"
The district governments have also made efforts to "extend the retention period". Take this year's "Begonia Flower Festival" in Heping District as an example, with concerts, poetry meetings, work exhibitions, confession walls, flash mob shows, and creative markets...... As well as a variety of art installations, each design is precisely stepping on the aesthetic point of young people. Some netizens even found that even the begonia-style cultural and creative ice cream has been upgraded to a "3D version", which not only has a realistic image, but also has a richer taste. There are also begonia-themed coffee, milk tea, ice cream, and various cultural and creative products, all of which have taken advantage of the east wind of the spring economy and reached a new height of beauty.
See the details in the real chapter, and all kinds of "spring blockbusters" with this as the protagonist swiped social networks. There is an endless stream of tourists who come to consume along the network cable, in order to join this traffic carnival called "romantic". When you slow down and unconsciously step into these "traps of kindness", be willing to spend more time getting to know the city and get closer to it...... Consumption has naturally become a matter of course.
The rise of data indicators, the swiping of social networks, and the spring economy leveraged by a begonia have really made a "great contribution" to Tianjin's cultural tourism. Compared with last year, Tianjin's cultural tourism has been significantly improved, and it is willing to think deeply about the innovation points of the cultural tourism industry in multiple dimensions and scenarios, but it is obviously not enough.
The flowers bloom sometimes, and the flowers fall silently. There is always a time for begonia flowers to wither, when the Internet celebrity symbol crosses with the spring breeze, you might as well think together, what will Tianjin rely on to retain tourists next time?
This is not unfounded. Although the Qingming holiday, the number of tourists and tourism income in Tianjin are among the top three in the country, and the per capita consumption level has also been greatly improved in longitudinal comparison, but there is still a gap in the horizontal comparison of Beijing and Shanghai. Tianjin's figure is 284.56 yuan, while Beijing's is 387.6 yuan, about 1.36 times that of Tianjin, and Shanghai's is 536.06 yuan, about 1.88 times that of Tianjin. Although there is an impact on the high level of accommodation and catering consumption in Beijing and Shanghai, it also provides a lot of room for progress for the future development of Tianjin's cultural tourism.
Enhance added value and make cultural and tourism resources "beaded into a chain"
At present, the cultural tourism industry is showing an unprecedented active trend, and the cultural tourism market has also undergone some new changes and presented some new characteristics. In response to such changes, the first is to adapt to the trend of deep integration of business formats, the second is to adapt to the transformation of cultural tourism supply from "catering to demand" to "creating demand", and the third is to adapt to the characteristics of the comprehensive arrival of the era of mass tourism.
In the face of such a trend, Tianjin has a lot to improve.
The most typical is the traffic problem. The five major roads are narrow, one-way, and crowded with tourists, making the traffic in this area extremely complicated. Although traffic restrictions were carried out during the holiday period, which restricted the passage of motor vehicles, and reduced congestion, the flow of people and vehicles was still stagnant.
Another problem posed by the "difficulty of walking" is parking. This is a problem that almost all big city tourist attractions can't avoid, and a tourist in Tianjin said: "It took half an hour to enter the underground parking lot of Minyuan Square, and it took 50 minutes to get out of the underground parking lot to the outside street." The experience was bad. "However, with the improvement of traffic on Fifth Avenue, the parking problem in this area will also be significantly improved.
Another prominent issue is catering. Five Avenue is a business card of Tianjin, and the price of catering needs to match the quality of service, after all, Tianjin tour is becoming more and more famous, and if it is slightly improper, the voice of social networks will change from "planting grass" to "lightning protection". You must know that Tianjin is the first to come out of the circle with food, but the service attitude must not become a stumbling block to a good reputation.
However, judging from the feedback from social networks, as of this Qingming holiday, tourists' satisfaction with Tianjin's cultural tourism is generally high. In particular, young people born in the 90s and 95s have shown a strong interest in and high evaluation of characteristic cultural and creative products and characteristic catering products.
Taking the popular scenic spot "Dali Road" as an example, an ice cream shop with nostalgic characteristics is popular online and offline, and the store decoration is close to the style of the 80s, full of feelings; the "Pantou Aunt" who makes ice cream is a complete "Tianjin style"; plus "croissant crispy", "soybean milk", "sesame sauce" and other ice cream with both fun and taste, really meet the unique tastes of contemporary young people, so that there is a long queue at the door of the store every day, many experiencers said: " Although the price is a little higher, I think it's worth it because of its uniqueness and sense of ceremony. ”
In addition, combined with Tianjin's characteristics and hot spots such as the Begonia Flower Festival, entrepreneurs of all sizes have contributed their own unique cultural and tourism additional products, ranging from running coffee shops and teahouses into "art corridors", to selling cultural and creative products such as flowers, refrigerator magnets, desserts, cocktails and other cultural and creative products with both appearance and quality in the market...... Every detail reflects the temperature and feelings of the city of Tianjin.
The tourists reciprocated by giving positive feedback to the hosts with real money support. Tianjin Cultural Tourism has completed its own "fame and fortune" with sincerity and enthusiasm.
The Begonia season is about to come to an end, and the story of Tianjin Cultural Tourism has just begun.
If we want to replicate the "Begonia Success Study", it is necessary to continue the experience, avoid the lessons, and further dig into the inherent potential of this city that is both atmospheric and foreign, simple and modern, thick and romantic. Strengthen the overall planning and overall design, promote the overall coordination and linkage of regional cultural and tourism resources, and connect the historical relics with the urban landscape and natural landscapes into a chain and connect them into a piece, so as to create a high-quality living space integrating eating, living, traveling, traveling, shopping and entertainment, and providing more cultural and tourism integration boutiques and unique cultural tourism experiences, so as to achieve cultural and plastic tourism and tourism to highlight culture.
Tianjin is not only begonias, but Tianjin cultural tourism is not only relying on the spring economy. No, the lingering fragrance of begonias has not yet dissipated, and the romance of the "bridge" to see the Haihe River is already brewing.
"There are flowers in spring, there are moons in autumn, cool breeze in summer, and snow in winter. "From mountains, rivers, lakes and seas, to history and culture, Tianjin is a city worth exploring in depth, and we look forward to the next tourist season, the city can welcome visitors from all over the world with a more powerful attitude.