The land of China, the spring is beautiful...... This spring, there is a strong demand for themed tours such as flower viewing, hiking, camping, and food, and the cultural tourism market ushers in the peak season of spring travel. Riding the wind, recently, the 2024 "Shenzhou Spring" national spring tourism promotion activity co-sponsored by the Resource Development Department of the Ministry of Culture and Tourism, the News Center of the Ministry of Culture and Tourism, the Henan Provincial Department of Culture and Tourism, and the Luoyang Municipal Government was held in Luoyang. Driven by the event, all localities focused on the "spring economy" of cultural tourism, combined with holiday nodes such as "May Day", to carry out unique spring tourism promotion, enrich the travel experience with innovation, and further stimulate the vitality of the spring tourism market.
It's a good time to enjoy the flowers
At present, most parts of the mainland have entered the season when the grass grows and the warbler flies and the flowers are full of branches. According to data from online travel platforms, since March, whether it is a short-distance peripheral tour or a long-term flower-viewing tour, it has shown a hot trend, with Wuyuan in Jiangxi, Luoyang in Henan, Wuxi in Jiangsu, Qingdao in Shandong, Wuhan in Hubei, and Anshun in Guizhou all popular destinations for tourists.
"Who doesn't love peony flowers, occupy the good things in the city. It is suspected to be the work of Luochuan God, and it is beautiful to break the morning glow. At the 2024 "Shenzhou Spring" national spring tourism promotion and promotion event, Meng Man, member of the Party Committee of Minzu University of China and professor of the School of History and Culture, introduced Henan with this poem by the Tang Dynasty poet Xu Ning, and invited travelers from all over the country and even the world to return to their "hometown" Henan to enjoy the flowers.
Luoyang is the epitome of the great development of Henan's cultural tourism. A few days ago, the 41st Peony Cultural Festival opened in Luoyang, and 11 main activities such as the immersive flower appreciation activity of "Meet the Shendu and Stroll in the Sea of Flowers", the series of activities of "National Style Yao Sui and Tang Dynasty, the Prosperous World Full of Fragrance", and the wonderful tour of the Oriental Museum City continued to be staged. Located in the national garden scenic spot of the Sui and Tang Dynasty ruins on the south bank of the Luohe River in Luoyang, the peonies of Luoyang red, Fengdan, cinnabar, Shengge scarf, No. 18 and other varieties ushered in the full flowering period, and the garden was full of spring and beautiful.
There are about 380 varieties of more than 20 thousand peonies in full bloom in the park, and at the same time, spring flowers such as February orchid, cherry blossom, begonia, and bauhinia in the garden are blooming, which is a good time to enjoy the flowers. According to the relevant person in charge of the National Garden Scenic Area, during the Peony Cultural Festival, the scenic spot also launched the "Tang Royal" garden event, "Emperor Wu's Flower Appreciation" and other experience scenes to show tourists Luoyang culture and peony culture. At the same time, small scene performances such as "Flower Seller", "Di Renjie's Case" and "Peony Opera" are set up in the main flower-viewing spots and squares in the park, so that tourists can participate in a grand event of Tang culture in the flower-viewing itinerary.
A flower activates an ancient city, polishes the brand of "walking in Henan, understanding China", and reflects the fruits of Henan's Xing cultural project.
At the beginning of this year, from "Dunhuang Sister" to "Warm-hearted Guazhou", from "Gansu Shehuo" to "Longnan Poetry Club", from "White Horse Torch Festival" to "Gansu Malatang", a series of uninterrupted "out of the circle" all reflect the "hot and hot" of this year's Gansu cultural tourism market. In Gansu in April, in addition to Tianshui Malatang, you can also encounter the grand scene of peach blossoms blooming and pear blossoms blooming all over the sky.
About 20 kilometers northeast of Lanzhou City, the surging Yellow River winds and wanders after passing through the small gorge in the east of Lanzhou, forming a river valley basin that resembles the shape of Taiji, creating the "world's first ancient pear orchard" - Shichuan Pear Garden, which is now like a fairyland on earth. When spring arrives in Shichuan, surrounded by mountains and rivers, flowers are clustered, like clouds and snow, as if the ancient Yellow River is dressed in white dress.
He Xiaozu, Secretary of the Party Group and Director of the Gansu Provincial Department of Culture and Tourism, introduced that this spring, the preferential policies of A-level tourist attractions in Gansu Province helped "Gansu Malatang", among them, Lanzhou, Jiayuguan, Jinchang, Baiyin and other places have implemented free or half-price tickets for tourists holding Tianshui accommodation invoices. "Who said that there is no sea in Gansu, the hearts of the people of Gansu are as broad as the sea, and we look forward to tourists from all over the country to feel the enthusiasm of the people of Gansu. He Xiaozu warmly extended an invitation.
According to the relevant report of the China Tourism Academy, this spring, domestic flower-viewing tourism also showed the characteristics of combining with traditional culture.
The unique climatic advantages have made Yunnan bloom in all seasons, and Kunming has the reputation of "Spring City Flower Capital". In Kunming, planting flowers, appreciating flowers, wearing flowers, and eating flowers make people walk into "a life called Yunnan". In Kunming's Dounan Flower Market, Asia's largest fresh cut flower trading market, many tourists wear garlands on their heads, hold flowers in their arms, and hang smiling faces like flowers, bringing "spring" home; in Kunming's Internet celebrity vegetable market, Zhexin Farmers' Market, gorse, jasmine, and pear blossoms have been put on the market, becoming a spring feast full of tricks on the tables of the common people and the vast number of tourists.
Yunnan has also launched the Kunming Flower Tourism Flower Appreciation Route to promote the integrated development of "culture + creativity", "culture + ecology" and "culture + consumption", create a new consumption scene with more breadth and depth, and boost economic recovery. Jacaranda Culture and Art Festival, "There is a Life Called Yunnan - The First Yunnan Folk Songs Singing", "March 3 Playing West Mountain" Song Competition, Yunnan Ethnic Village Songkran Festival, Sunac Dianchi Houhai Dai Cultural Songkran Festival, Stone Forest Ashima Cultural Tourism Festival and other flower tourism activities that integrate local ethnic characteristics and folk culture have further boosted the flower-viewing economy to form a "beautiful effect".
Rape flowers in Daoxiang Park, Suzhou, Jiangsu
Tea brigades taste the taste of spring
"Yangshan tea, sprouts!" A few days ago, the Yangshan tea ceremony kicked off in the sound of thousands of tourists. The tea ceremony in Mingyue Mountain, Jiangxi Province not only promoted the transformation and upgrading of the tourism industry, but also "lived" the local tea economy and stimulated the new vitality of the tourism market.
The tea economy has flourished in recent years, and has played an important role in increasing the income of the masses in tea areas, promoting local economic development, and serving the national rural revitalization strategy. At present, a number of major tea-producing areas and tea brands are innovating to create tea-themed characteristic cultural, tourism, agricultural, commercial and sports products, and continue to stimulate new highlights of consumption.
Wuyi Street in Wuyishan City, Fujian Province, is the main production area of Wuyi rock tea and the core production area of Wuyi Zhengyan tea, with a total of 34,600 acres of tea gardens in the jurisdiction, accounting for 24% of the total area of Wuyi Mountain tea gardens. The reason why the tea industry can become the leading industry of Wuyi Street is inseparable from the unique natural growth environment of Wuyi rock tea, and it is also inseparable from the tourism superposition effect brought by Wuyi Mountain.
In order to further rejuvenate the new vitality of Wuyi rock tea, in recent years, Wuyi Street has actively explored the "cultural tourism +" model, played a combination around the word "fusion", and created classic projects such as Wanli tea ceremony cultural tour, tea foot trail experience tour, and theme education research tour, and drove Wuyi cultural tourism to continue to accelerate by releasing the surrounding benefits of "cultural tourism +".
This year, Wuyi Street will string the tea element landscapes scattered everywhere into a line, and develop 10 high-quality tea trail routes, such as Xiaoliang Mountain in Gaosuban Village, Hiking Trail in Wuqi Village, Xiaojiawan Lover's Valley in Zheyang Village, Ancient Tea Ceremony in Xiamei Village, Lion Peak and Foguo Rock in Tianxin Village, and accelerate the improvement of infrastructure and lighting and beautification, so as to add energy and momentum to the integrated development of tea tourism.
Visiting tea gardens and tasting spring tea are favored by the market this spring. In order to continuously expand the boundaries of cultural tourism and release the value of tea tourism in an all-round way, in recent years, all parts of Zhejiang have deeply practiced the development concept of "lucid waters and lush mountains are invaluable assets", and combined the development of the tea industry with tourism according to local conditions.
In the 100 hectares of tea garden in Anji Xilong Township, the "one leaf" tea drink opens a new track of rural coffee, and the "most beautiful tea mountain window view" attracts many young people to check in. In Xinchang Dongming Township, tourists can walk into the 10,000 acres of tea garden, carry a bamboo basket to shuttle in the green sea to pick tea leaves, and then you can also experience the iron pot roasted tea with the tea master, and finally drink a cup of hand-fried tea, witnessing the whole process of turning the tender green tea leaves in the tea garden into a cup of clear tea.
In recent years, Hangzhou Changdai Village, which is adjacent to the two art academies of the China Academy of Art and the Zhejiang Conservatory of Music, has attracted a group of artists to set up studios in the village, and the village has taken advantage of the trend and embarked on the road of "tea + art" integration of agriculture, culture and tourism. The "two committees" of the village and the resident artists formed the "Tea Township Art Red Alliance" to promote the integration of elements such as tea garden landscapes, sculptures, country music, and cultural and creative products into rural construction, and took the initiative to build a tea information sharing platform to promote the development of rural tourism, live broadcast e-commerce, art trading and other industries through online auctions, live broadcasts and other means. The village has also carefully built Internet celebrity check-in points such as pigtail noodle restaurant, Lunan coffee, and tea sea camping base, enriching the village's business format and attracting a large number of visitors. In 2023, the sales revenue of spring tea in Changdai Village will reach more than 6,800 yuan, a year-on-year increase of 21.8%.
As an emerging business and sunrise industry, the tea tourism industry has gradually become an effective path to enrich the people and strengthen the county. In order to further explore new ideas for the integrated development of traditional tea culture, tea products and cultural tourism, and promote the integrated development of tea tourism in Guangdong and Yunnan to create new business formats, this year, Lingnan Holdings and Taetea Group have joined hands to develop more new products, new scenarios and new experiences for consumers from the perspectives of "tea culture + tourism", "tea culture + sojourn" and "tea culture + food", and create a new paradigm of "promoting tourism with tea, bringing tea with tourism, and integrating tea and tourism". For example, the two parties plan to develop a "tea ecology" hotel cluster in Xishuangbanna, Yunnan Province, which includes star-rated hotels and boutique cultural homestays, setting a new model for the integrated development of tea tourism and the innovative supply of hotels.
Tourists enjoy peonies in the Luoyang National Garden Scenic Area in Henan
Go to the countryside with friends and family
Recently, Jiangsu Province held the 15th Jiangsu Rural Tourism Festival with the theme of "Water Charm Jiangsu, Beautiful Village". Different from previous years, this year's event integrates the culture of the 24 solar terms, promotes the in-depth integration of the rural tourism festival with public cultural services, intangible cultural heritage protection and inheritance, art performances, etc., and organically combines with the "Su Yun Nostalgia" leisure agriculture series promotion activities, cultural tourism consumption promotion season, intangible cultural heritage shopping festival and other activities, throughout the year, covering the whole province, and comprehensively showing the characteristics of solar terms and folk customs in all parts of Jiangsu.
In recent years, rural tourism has become an important part of the cultural tourism industry, and various localities have also vigorously implemented leisure agricultural quality projects, transforming the resource advantages, ecological advantages and cultural advantages of the countryside into product advantages and industrial advantages, and promoting the quality and efficiency of the rural leisure industry.
This spring, Jiangsu took the opportunity of holding the 15th Jiangsu Rural Tourism Festival to release and launch rural tourism spring products around the deep integration of agriculture, culture and tourism. From now until the end of May, guide and promote Jiangsu to carry out more than 170 characteristic cultural and tourism activities such as flower appreciation, characteristic sports, parent-child research, and cultural experience, and guide all parts of the province to continuously innovate the development of rural tourism products, improve product quality, promote the overall improvement of rural tourism, and play the 2024 Rural Tourism Endeavor Symphony.
Chen Jinsong, director of the Resource Development Department of Jiangsu Provincial Department of Culture and Tourism, introduced that this year's rural tourism festival focuses on the role of rural tourism in promoting consumption, and plans to carry out the rural tourism "weekend happy meeting" check-in experience activity, which presents different rural features, customs, customs and flavors in various places through activities and publicizes them through the influence of activities. Through the popularity of the event to drive consumption, truly play the driving effect of "promoting tourism with festivals", "promoting consumption with festivals" and "promoting prosperity with festivals".
Jiangsu Zhenjiang Fure Flower Sea
According to the monitoring of the Jiangsu Provincial Smart Cultural Tourism Platform, in the first quarter of this year, 195 key rural tourism villages in the province received a total of 41.81 million tourists, and tourists spent 13.7 billion yuan, an increase of 13.6% and 14.5% respectively compared with 2023. Up to now, there are 60 national-level and 142 provincial-level key villages and towns for rural tourism in the province embedded in the rivers, lakes and seas of "Water Charm Jiangsu", with a total of more than 80,000 jobs.
Rural tourism has entered the fast lane of sustainable development and has become a new driving force for the development of the cultural tourism industry in various places.
In recent years, the Gansu Provincial Department of Culture and Tourism has always regarded rural tourism as a powerful starting point for promoting rural revitalization and an important part of promoting the high-quality development of cultural tourism. With the gradual enhancement of the attractiveness of Longyuan countryside with beautiful mountains and rivers and beautiful ecology, the number of local tourists and tourism income has grown rapidly.
In response to the needs of tourists, the Gansu Provincial Department of Culture and Tourism has launched 100 rural vacation tour products with the theme of "Poetic Pastoral, Longshang Rural Encounter", so that tourists can enter, eat well and swim beautifully in the countryside, so that more urban and rural people can earn "cultural money" and eat "tourist meals". Pingliang City, Gansu Province, combined with local characteristics, with the theme of "Asking Dao Kongtong and Maintaining Health and Pingliang", simultaneously launched 18 rural tour routes covering food, play, research, health care and other contents, providing rich choices for tourists during the "May Day" holiday and early summer. During the 2024 "Shenzhou Spring" national spring tourism promotion activities, all parts of Gansu will continue to enrich the supply of spring tourism product routes, and combine the popular ways to go out and play to enrich the travel experience. (Text/China Culture Daily reporter Zhang Xin Pictures are provided by the interviewee)
(Source: China Culture Daily)