Quanzhou.com, April 18 (Financial Media Reporter Yin Siqi Lin Lubo) "The city is red", which is the theme of the 2024 Xiaohongshu Community Cultural Tourism Development Conference held in Quanzhou not long ago, and it is also a portrayal of the current surging cultural and tourism economy in Fujian Province. "From last year's Quanzhou Pupu hairpin flower wai to this year's Fuzhou Changle folk activities, Fujian cultural tourism stands at the forefront of hot searches. Zhao Sule, head of Xiaohongshu's tourism business, said that "culture" and "life" are the two key words that have exploded, and Fujian is at the intersection of the two.
Between the intersections, the labels of "the starting point of the Maritime Silk Road, fresh Fujian" and "coming to Fujian, there are many blessings, all the way to the mountains and seas, all the way to the song", have become more and more popular this year. Quanzhou actively integrates into the overall situation of the development of the national and provincial cultural and tourism economy, implements the deployment of the first Fujian cultural and tourism economic development conference, shows the determination of "building a brand, fighting 100 billion, and improving the energy level", and quickly forms a "butterfly effect" of the city's cultural and tourism development - in 2023, Quanzhou's total tourism income will be 100.24 billion yuan, exceeding 100 billion yuan for the first time, and the growth rate of the city's two indicators of the number of tourists and total tourism income will rank first in the province;In the Spring Festival of 2024, the number of tourists and tourism income in the city will rank first in the province.
In just one year, Quanzhou, which is part of many social platforms such as Xiaohongshu, Douban, Douyin, and Weibo, has become a world cultural heritage of southern Fujian, a pilgrimage site for the collision and integration of diverse cultures, and a "city that many people have the opportunity to visit at least once in their lives". The person in charge of the Quanzhou Bureau of Culture and Tourism said that becoming a "phenomenal" city hit is not the final result, but means a new beginning. From scenery to human feelings, this is the trend of the development of the current tourism industry. The direction of Quanzhou is the cornucopia of culture, the softener of life, and the incubator of hope.
International Context The "Ten Hundred Thousand" Dream of the Cultural Tourism Promotion Team
This year, the first stop of the Spring Festival of the Quanzhou Cultural Tourism Promotion Team was Budapest, the capital of Hungary. The unique puppet show, Nanyin, Liyuan opera, and Gaojia opera were staged on the streets of foreign countries, completing the dream linkage between oriental elements and western styles. One month later, the squad appeared in Penang, Malaysia. Here, with the "Quanzhou Characteristic Cultural and Creative Suitcase", their task is not only to convey the temperature of southern Fujian culture with hairpins and marionettes, but more importantly, as the only representative of China's World Heritage Sites, Quanzhou appeared and spoke at the first International Forum of Heritage Site Managers held in Penang.
This is the epitome of Quanzhou's implementation of the "Ten Hundred Thousand" propaganda project. In the new context of internationalization, Quanzhou has opened up a global perspective to explore a new path for city promotion - through the organization of cultural tourism teams, to more than 30 countries and regions, 100 cities to promote cultural tourism, to promote more than 1,000 boutique tour groups to Quanzhou, the flow of new tourists exceeded 10 million. The "Global Promotion" exchange has also entered the United Nations. On the "International Tea Day" in May last year, the Quanzhou cultural delegation traveled thousands of miles to the United Nations Headquarters, the China Institute, the American Dream Mall, the Museum of Chinese Americans in Washington, D.C., the Chinese Embassy in the United States and other places to hold "Tea and the World" cultural exchange seminars and Yaji experience promotion. "The tea culture from the East amazes the world, and the unique charm of Oriental culture such as tea ceremony, incense ceremony, and puppet show is impressive. Patrick Reariza, head of the digital communications department of the Washington D.C. government, lamented.
In the past year, Quanzhou has anchored the goal of "building the most fireworks tourist city in the country and the world's Maritime Silk Road multicultural tourism destination", which coincides with the theme of this year's Fujian Provincial Cultural and Tourism Economic Development Conference "Building a World-renowned Tourist Destination". Strive to achieve "let Quanzhou go to the world, let the world see Quanzhou", the whole city makes concerted efforts.
As the first city in the country to win the title of "National Tide Brand Capital", Quanzhou has set its sights on the world early. In 2023, the city will organize more than 3,200 enterprises to participate in more than 230 domestic and foreign exhibition and sales activities, and carry out more than 30 "head goose driven" group visits, Guochao Quanzhou brand "Xiangjiang Tour" and "Overseas Tour" and other activities. With the continuous expansion of overseas "circle of friends" and the gradual improvement of cultural influence, Chinese brands shine all over the world. As a supporting activity of this conference, the Haisi Quanzhou National Tide Cultural Festival will be held in Jinjiang, innovatively showing the beauty of the integration of "domestic products" and "national tide" with the world's intangible cultural heritage.
Hold a good meeting and bring a city to life. Last year, the 5th "Maritime Silk Road International Arts Festival" invited 43 countries and regions and 52 performing arts groups to Quanzhou for exchanges, carrying out 12 theme activities and more than 20 supporting activities.
Behind the "star" is the original intention of "host and guest sharing".
"Quanzhou is a city that is very close to my childhood. It's not overexploited, it's warm and healing, and the people there, including those buildings, the Fuwen Temple and the Guanyue Temple, have a strong fireworks ......" In early April, actor Zhou Yutong talked about Quanzhou in an interview with a magazine, expressing his love for this treasure city. The TV series "Spring Lover" starring Li Xian and Zhou Yutong was mainly filmed in Quanzhou, and will be broadcast on CCTV-8 channel in prime time this month.
Walking in the streets and alleys or scenic spots of Quanzhou, it has become a daily routine to meet the crew. Last year, 15 TV dramas and variety shows such as "Executive Board" and "Good Look! National Brand" were filmed in Quan, "This Peace of Mind is My Hometown" was broadcast on CCTV, and the online movie "The Legend of Qiao Feng" became the annual number of viewers and the top 1 box office of Tencent Video's paid on-demand online movies, and won the "Outstanding On-Demand Film of the Year".
Celebrities gather to come to Quanquan, and they do not hesitate to favor Quanzhou. Bai Yansong, an "old friend", said: "Quanzhou is a city that lives in a cultural heritage. As long as you love life, you will definitely fall in love with Quanzhou. "Pyrotechnics are the best perfume used in the city. In addition, Myolie Wu wrote a postcard to her friends at the Mustard Seed Book House on West Street: "Quanzhou is so beautiful! One day I will bring you all here!" Zhao Liying said with a smile on her hairpin: "Wearing a hairpin on her head symbolizes hope, light, and happiness, which is so good." Shangchengshi magazine, which has brought celebrities to Quanzhou many times to shoot, described Quanzhou: "This is a city with too many layers and tension - the blend of modern and old-fashioned, the sea and the land, the collision and integration, is the destined theme of Quanzhou." ”
The "star effect" continues to ferment, and the network has set off a "Quanzhou fever". "Pupu Girl", "Always have to come to Quanzhou", "Song and Yuan China look at Quanzhou", and the number of Douyin topics exceeded 1.5 billion, 850 million, and 570 million respectively. Last year, there were 36 new film and television institutions in the city, and 17 crews were docked. The film and television industry continues to grow, striving for provincial support funds to exceed 12 million yuan, ranking first in the province for three consecutive years. According to incomplete statistics, hundreds of film and television works and variety shows have been filmed in Quanzhou, and Quanzhou has become a new "top-rated" city.
Behind all kinds of "breaking the circle" and "out of the circle" is Quanzhou's original intention and concept of consistently adhering to "host and guest sharing"——
Intangible cultural heritage culture is "changing the scene" in the streets and alleys, not only for tourists to see, but also for citizens to enjoy. Last year, there were 1,200 normalized public welfare performances for the people, and 1,000 activities of the five major movements of "Wenrun Thorn Tong Neighborhood Sharing" were planned, and cultural brands such as "People's Stage", Weiyuan Lou Summer, and Wenling Forum were continuously polished, so that the neighborhood people could enjoy a "cultural feast" at their doorstep.
From the "Hairpin Rabbit" during last year's Spring Festival to the "Dragon Hunt Check-in" during this year's Spring Festival, a series of special activities throughout the year allow the masses to immerse themselves in sharing and allow tourists to experience the characteristic intangible cultural heritage at zero distance. In 2024, more than 6,000 cultural and tourism-themed activities will be planned at the city and county levels to continue to create a feast of people's festivals and art.
At a broader level, counties (cities and districts) have given full play to their characteristics to launch various cultural activities to benefit the people in accordance with local conditions, and the supply of theme tour routes such as "tea culture" in Anxi, "China White" in Dehua and "incense road" in Yongchun is abundant; world heritage tourism, coastal leisure tourism, mountain eco-tourism, and industrial fashion tourism have flourished; and "ancient city +", "intangible cultural heritage +", "performing arts +" and "digital +" have been innovated in the fields of "ancient city +", "intangible cultural heritage +", "performing arts +" and "digital +".
"Gold absorption" physique, a small flower gives birth to hundreds of millions of industries
"From the snowflakes of Harbin to the flowers of Shanghai, from the hairpins of Quanzhou to the waves of Sanya, the motherland has set off a tourism climax in all directions, and a new stage of prosperity and development of scenery everywhere and everyone is a tourist has arrived. Dai Bin, president of the China Tourism Academy, said. As one of the "four golden flowers" that exploded, the "gold absorption" ability of Pupu Village has also skyrocketed. According to the data, during the Spring Festival in 2024, Pupu Village received 361,000 tourists, a year-on-year increase of 600%, and the tourism income exceeded 70 million yuan. During the recent Qingming holiday, Quanzhou hotel bookings increased by 3.3 times year-on-year.
Pupu Village, which is separated from the sea all the way, has become a flowing "sea of flowers on the head". Before 6 o'clock in the morning, many hairpin experience halls have opened their doors to welcome the arrival of the first wave of reserved guests. "You can put a bun in 3 minutes at the earliest, and there are five or six hundred people at the peak, and these hands have not stopped at the end of the day. Grandma Xiuzhen, the owner of the hairpin shop, who is over the age of six, said with a smile. On the larger world stage, hairpin elements frequently shine - Miss World Tourism Global Finals, Singapore Lion City International Film Festival, Bali 2023 Maritime Silk Road International Fashion Week...... This year, UNESCO's official Weibo posted: "The hairpin flowers are beautiful, and Quanzhou is amazing. ”
During the peak period, the single-day passenger flow of Pupu Village exceeded 80,000 person-times, the daily average traffic flow was 5,000 vehicles, and the per capita monthly income of the villagers continued to rise...... The specific figures make the "fire" awakened from the "flower" more intuitive: a small flower gives birth to hundreds of millions of industries, driving the villagers to find a new way to get rich and revitalize.
Take the hairpin flower as a guide to leverage the overall cultural tourism industry bonanza. Quanzhou seized the traffic explosion point, followed up in a timely manner in various regions, improved the overall service support, landed new formats, new models and new projects, and the cultural and tourism economy seized the development opportunity of "time, place, and people" to usher in the spring of a hundred flowers - it was selected as one of the "Top Ten Cities of Tourism Yearning" and "China's Top Ten Food Tourism Cities", and was listed on the list of influential cities on the Maritime Silk Road (China) in 2023, and was awarded the "Most Popular Domestic Tourism City on Weibo in 2023".
Expand and strengthen the cultural and tourism economy, and take recruiting big and strong as an important starting point for leveraging the development of cultural tourism. Last year, more than 400 cultural and tourism projects were signed in the city, with a total amount of more than 200 billion yuan, and 10 projects were recommended by the 2023 Provincial Cultural and Tourism Economic Development Conference, ranking first in the province in terms of contract amount. 31 provincial key cultural tourism projects and 44 municipal key cultural and tourism projects completed 103.24% and 109.28% of the annual plan respectively, exceeding the annual investment task.
The cultivation of business formats is becoming a new direction to create new quality productivity in the cultural tourism industry. Last year, 1 national tourism and leisure block, 1 national industrial tourism demonstration base, 4 national 4A-level tourist attractions, 3 national rural tourism boutique routes, and 1 national intangible cultural heritage characteristic tourism route were added. This year, it will focus on planning investment projects such as "Great Song Dynasty Thorn Tong City", creating a national tour of performing arts repertoire, creating and launching a popular song on the whole network, planning a movie out of the circle, holding a series of Quanzhou characteristic music festivals, and opening up the young market.
Editor in charge: Lin Rong