There is a big article on exploring the new kinetic energy of integrated development "culture +".

Practice Xi Jinping's cultural thought and the industry is thriving

In the journey of promoting the construction of a national cultural center, Beijing adheres to the principle of "promoting culture with culture and tourism", promoting the in-depth integration of culture, commerce, tourism and other fields, and promoting the high-quality development of the cultural and tourism industry. When the ancient historical and cultural heritage collides with the trendy cultural tourism consumption scene, it brings tourists not only a Beijing where the ancient and the modern are blended and complement each other, but also a unique experience.

Integrate new scenarios to continuously empower urban development

The Changhong Cinema of Longfu Temple in the memory of old Beijing has been transformed into an immersive flying theater integrating technology and culture, Shougang Industrial Park has become a new Internet celebrity check-in place after integrating industrial culture, Winter Olympics culture and innovation culture, and Beijing Textile Warehouse, which has 30 large red brick warehouses, has become a national landmark of film and television production with the blessing of culture...... In Beijing, new scenes and new formats of cultural tourism are constantly emerging, which are continuously empowering the development of the city.

In the process of promoting the construction of a national cultural center, Beijing has explored the "culture +" approach to realize the deep integration of culture and tourism, sports, commerce, rural revitalization and other fields, and diversified the picture of the times in which the ancient capital culture, red culture, Beijing flavor culture and innovative culture complement each other. According to the Beijing Municipal Bureau of Culture and Tourism, during the "14th Five-Year Plan" period, Beijing will take integrated development as an important driving force to promote the high-quality development of the capital's cultural and tourism industry.

Culture is the soul of tourism. In Beijing, the first city to truly embed the integration of culture and tourism into the depths of the soul is Dongcheng District. In 2018, "East of the Forbidden City" was officially unveiled, a cultural tourism brand built with the theme of regional orientation and cultural characteristics, which not only showcased the historical and cultural resources of Beijing's East City, but also included a large number of emerging or Internet celebrities, or literary and artistic or personalized cultural and consumer places, attracting the attention of many tourists, and even many foreign tourists will make a special trip to Beijing to check in "East of the Forbidden City".

"The deep integration of culture and tourism is conducive to the better dissemination of culture, and is also conducive to the integration of cultural resources for comprehensive tourism development. The relevant person in charge of the Dongcheng District Culture and Tourism Bureau introduced. "East of the Forbidden City" is a product of the deep integration of culture and tourism, which not only creates a distinct destination image for Dongcheng District, but also becomes one of the most successful cases of the integration of culture and tourism in Beijing.

Tourism is a carrier of culture. In recent years, Beijing has continuously upgraded the "Beijing Gift" series of products to build a brand matrix of Beijing's cultural and tourism commodities. During this year's Spring Festival, a "Beijing Youli" pop-up store in the shape of a red gift box appeared in front of the Beijing Department Store on Wangfujing Street. Cultural and creative tea gift box "Central Axis Tea Book", Wangfujing Dream Factory series of cultural and creative, refrigerator magnet with Beijing elements...... Nearly 100 New Year's gifts are displayed in the store, attracting many citizens and tourists to come to buy. "In this way, we hope to help time-honored brands play 'new tricks' in the process of 'integrity and innovation'. The relevant person in charge of Wangfujing Group introduced.

In 2023, 9 departments including the Beijing Municipal Bureau of Commerce issued the "Action Plan for Further Promoting the Innovation and Development of Beijing's Time-honored Brands (2023-2025)", proposing to shape the IP of Beijing's time-honored brands and deepen the city-level souvenir platform of "Beijing Youli". The upgraded "Beijing Gifts" not only accumulates history and culture, but also is full of creativity, becoming the first hit in the Beijing tourism market in the Year of the Dragon. At the same time, the Beijing Municipal Bureau of Culture and Tourism has also accelerated the construction of a demonstration project system for the integration of culture and tourism in Beijing through projects such as "VR Panoramic Smart Cultural Tourism Map", "One-click Tour of Beijing" and "Digital Twin Scenic Spot".

To create a new landmark, the ancient capital of Beijing is full of vitality

The ancient capital of Beijing, with its historical and cultural landscapes such as the Forbidden City, the Great Wall, the Summer Palace, the Temple of Heaven and the Old Summer Palace, has always been one of the most popular tourist destinations for domestic and foreign tourists. In recent years, with the opening of Universal Studios, the successful transformation of Shougang Park, the opening of the Liangma River and the unveiling of the sub-center, a series of new cultural and tourism landmarks have been born in Beijing, and a solid step has been taken towards building a national cultural center and an international consumption center city.

On September 20, 2021, Universal Beijing Resort officially opened, and since then, it has often ranked first in the list of popular tourist attractions in China, becoming another major attraction for tourists from all over the world to come to Beijing. In the future, the radiation and driving role of Universal Beijing Resort will be further expanded. BTG revealed that the second phase of Universal Studios will introduce some super IPs, incorporate more Chinese cultural elements, and strive to achieve multiple theme parks in the 4-square-kilometer resort area. In the future, the sub-center will also lay out a number of high-quality cultural and tourism complex projects to undertake the spillover effect of the Universal Resort.

Inspired by the Dunhuang Flying Mural, the Shougang Ski Big Air is like a ribbon gliding over the Shougang Big Air, take the inclined elevator to the 48-meter platform in the starting area to feel the same perspective as the athletes before the jump, and take photos in the cooling tower to feel the unique charm of industrial buildings...... As a witness to the glorious history of Beijing's industry and the host of the Winter Olympics, Shougang Park has become a new landmark integrating culture, sports and science and technology innovation in Beijing. The 9.7-meter platform inside the three blast furnaces has become the world's first center and Internet celebrity check-in place.

On March 17, the Liangma River International Style Waterfront opened its first voyage in 2024. In the evening, the Liangma River is brilliantly lit, and the reflections of the buildings on both sides of the river ripple with the river, making tourists suddenly feel in the water town in the south of the Yangtze River. By boat, visitors can enjoy the bustling scenery all the way, arriving at the Blue Harbour Pier, which is 2 kilometers away, and continuing down the river to immerse themselves in the natural scenery of 4 kilometers to the Red Scarf Lake. Since the opening of tourism navigation in September 2022, "Light Boat Night Viewing Liangma River" has become one of the most fashionable cultural tourism routes in Beijing, and it is synonymous with night tours in Beijing in the hearts of many tourists.

On December 27 last year, the three major cultural buildings in Beijing's sub-center, the Beijing Art Center, the Beijing City Library, and the Beijing Grand Canal Museum, were officially opened to the public. On the banks of the ancient Grand Canal, the three buildings are as bright as pearls, becoming another new landmark of cultural tourism in eastern Beijing after Universal Studios. Among them, the Beijing Art Center, known as the "cultural granary", fully integrates the elements of the canal, Beijing culture, and Beijing-Tianjin-Hebei region, building a modern, diverse, open and innovative art ecology, and continuing to polish the city's cultural business card of "seeing Beijing through the big opera".

The world-class new cultural tourism landmarks have brought new opportunities for the development of the cultural tourism industry to Beijing, and also injected more international, modern and fashionable elements into the ancient capital of Beijing. They are a vivid practice of Beijing's vigorous promotion of the construction of a national cultural center, which has given this world-famous historical and cultural city a new vitality.

A new way to play on weekends allows people to reacquaint themselves with a city

Starting from the Yuanlong Building on the edge of the Temple of Heaven, passing through the centuries-old hutongs and turning to the spacious New Year's Street, you can rest in the former Belgian Embassy - Zijin Hotel, and immerse yourself in this cultural exchange space full of history and culture, without losing modern vitality. Moving on, the once ancient cultural field - Longfu Temple is in front of you...... This is a cycling product tailored for Dongcheng, and the route designer is Dou Junjie, who has been engaged in inbound travel for many years.

In the past few years, in the face of the sudden stagnation of the inbound tourism market, Dou Junjie led the team to turn to the domestic tourism market, and developed cycling products such as the Central Axis of Cycling, Peking Opera Cultural Tour, and Riding in Dongcheng, as well as products such as CityWalk on the Central Axis. These trendy tourism routes combine historical buildings, culture and modern tourism methods, presenting new scenes and new formats of Beijing's cultural tourism, and also bringing unique new experiences to participants, which are favored by more and more young tourists. With the gradual recovery of the inbound tourism market, some foreign tourists have also joined in to immerse themselves in the charm of Beijing in this way.

The in-depth layout of the trendy tourism route track is also Mafengwo Tourism Network, whose "Please Get on the Weekend" is a brand project that specializes in designing niche routes for trendy gameplay. Mafengwo will create some fun and personalized entertainment projects, such as camping, caving, frisbee, cycling, paddle boarding, land rushing, CityWalk, etc., into a "weekend experience" suitable for urban young people, and enrich their weekend life with all-inclusive activities.

Zhao Lin, who has been engaged in product planning and management in Mafengwo for more than two years, has created many popular routes, such as PhotoWalk with the theme of photography, GameWalk with social plots, and meditation Walk with the theme of healing. Due to the combination of cultural, social and sports attributes, these routes quickly became popular. One of the hottest products sold out in just 7 minutes after it was launched. "Taking CityWalk as an example, it is more of an in-depth local experience of a destination, and has become a new choice for many people to understand a city and re-understand a city. Zhao Lin said that CityWalk first emerged in the United Kingdom and has now become popular all over the world.

In the face of diversified consumption patterns, the Beijing Municipal Bureau of Culture and Tourism is also stepping up the excavation and sorting out of Beijing's cultural and tourism resources and optimizing the supply of cultural and tourism resources. Last year alone, the Municipal Bureau of Culture and Tourism launched 114 differentiated "Walking in Beijing" tourism routes, released 3 themed tourism maps and 60 "Beijing Gifts" holiday gift lists. By promoting the in-depth integration of "culture + tourism", Beijing has cultivated new momentum for the development of the cultural industry and achieved the high-quality development of the cultural tourism industry. Text/Reporter Zhao Tingting (Beijing Youth Daily)