The Ancient Tea Horse Road is an ancient trade route with a long history, and also a tourist route with spectacular natural scenery and mysterious culture in the world, which has a history of more than 1,300 years and has witnessed countless exchanges and integration of commerce and culture. Pu'er tea, as a shining pearl on this ancient road, its trade road is inseparable from the nourishment of the ancient tea horse road.
From April 13th to 16th, the 2024 Pu'er First Youjian Tea Horse Ancient Road Tour, hosted by Yunnan Youjian Tea Horse Sports and Culture Development Co., Ltd. and co-organized by Pu'er Huchuang International Center, Pu'er Tea Horse Culture Development Co., Ltd. and Zhenyuan Taihe Sweet Tea Co., Ltd., was successfully held in Pu'er City. The wonderful event attracted more than 100 leading entrepreneurs and experts from the cultural tourism industry and tea industry at home and abroad to participate.
With the theme of "Seeing the Ancient Tea Horse Road Again", the event took the experience of tea culture in Zhenyuan County as an opportunity and the ancient tea horse road in Simao District as the content, which was an in-depth understanding of the ancient tea horse culture of Pu'er, and an exploration of the innovative development path of "cultural tourism + tea industry" and "cultural tourism + sports".
During the event, a sharing and exchange meeting on the theme of "How to do a good job in the cultural tourism economy of the Ancient Tea Horse Road" was held. Representatives and experts from entrepreneurs such as Pu'er Municipal Bureau of Culture and Tourism, Ancient Tea Horse Road Culture Research Association, and Shanghai Qitu Cultural Tourism Group not only promoted Pu'er City's characteristic cultural tourism products, but also shared successful cases of outdoor hiking, expounded the development model and market potential of the full integration of cultural tourism and sports from different perspectives, and held a caravan travel prayer ceremony in the Ancient Tea Horse Road Scenic Area, and visited the Ancient Tea Horse Road Gong Tea House, Tang Tea Palace, Zhongyi Post Station Caravan Museum, etc., to deeply understand the historical and cultural background of the Ancient Tea Horse Road. At the same time, the horse is led by the horse pot head, which reproduces the spectacular scene of the horse gang traveling, and immersively experiences the unique charm of the ancient tea horse road.
In the context of the new era, uphold and carry forward the tea horse spirit of "tenacity and bravery, outstanding wisdom, unity and development, mutual benefit and reciprocity". The event built a platform for cultural and economic exchanges, so that participating entrepreneurs and friends can understand and cooperate with each other, resonate at the same frequency, and achieve the goal of sharing, win-win and symbiosis. Yunnan Youjian Tea Horse Sports and Culture Development Co., Ltd. has signed strategic cooperation frameworks for a number of projects with Shanghai Qitu Cultural Tourism Group, Thailand's Shinawatra University School of Arts, Hong Kong Junwei Investment Management Co., Ltd., Yunnan Zhonghe Group and Pu'er Tea Horse Culture Development Co., Ltd., injecting new vitality into the local economic and social development of Pu'er.
The activity passed through the Tea Horse Ancient Road Scenic Area in Simao District, Nakeli in Tongxin Town, Ning'er County, and Zima Street in Zhentai Town, Zhenyuan County. In Nakeli, Ning'er County, the guests visited the caravan culture in the tea and horse station. In Zhentai Town, Zhenyuan County, Da Bamboo Mountain and Zima Street, learn the production process of intangible cultural heritage Taihe sweet tea, participate in tea picking, tea king ceremony, tea art performance, intangible cultural heritage program appreciation, bonfire party, etc., and taste the local Pu'er tea, experience the historical charm and beautiful scenery of the ancient tea horse road in an all-round way, so that everyone can experience the charm of tea culture and local folk customs.
The successful holding of this event not only publicized and promoted Pu'er's cultural and tourism products in a variety of ways, but also promoted cooperation in many fields such as project cooperation, brand building, cultural tourism product development, study tours, research tours, education and training, etc., which will effectively enhance the cultural brand awareness and attractiveness of "Pu'er Tea in the World". And adhere to the cultural and plastic tourism, tourism to promote culture, for the construction of Pu'er into a high-quality tourist city has taken a solid small step. (Chen Lihong)