Create a "Shandong Practice" for the High-quality Development of Cultural Tourism in the Yellow River Basin

If the Yellow River is safe, the world is safe; if the Yellow River is rich, the world is rich. This is the experience of Chinese history. "Let the Yellow River become a happy river that benefits the people!" According to the overall deployment of the "Outline of the National Yellow River Basin Ecological Protection and High-quality Development Plan", environmental governance, ecological optimization, industrial upgrading, cultural rejuvenation, and happiness in life have become the main theme of development. The "Yellow River Cultural Protection, Inheritance and Promotion Plan" compiled by the Ministry of Culture and Tourism promotes the protection and inheritance, development and promotion complement each other, and the construction of the Yellow River cultural boutique tourism belt is moving towards a new journey. As an important province in the lower reaches of the Yellow River, Shandong consciously undertakes the historical mission of protecting and inheriting the Yellow River culture, and actively serves the overall national strategy of ecological protection and high-quality development of the Yellow River Basin. The innovative practice of high-quality development of tourism in Shandong Province has made positive explorations for promoting the protection, inheritance and promotion of the Yellow River culture in Shandong Province with high quality, and built a solid foundation for the yellow river cultural boutique tourism belt in the lower reaches of the Yellow River.

Shandong advantage: the big river rushes back to Qilu

"The waters of the Yellow River rise from heaven and flow to the sea and never return." Originating from the Qinghai-Tibet Plateau, the Yellow River flows from a trickle of streams to a river, meandering on the geographical map of China, flowing through the Loess Plateau, the North China Plain, the Shandong Plain, and finally from Dongying, Shandong to the Bohai Sea.

If in the middle and upper reaches of the yellow river due to the shackles of high mountains and valleys, the Yellow River rushes, the rapids are brave, a thousand miles, like a reckless teenager, when she flows downstream, it seems careless, quite calm and calm wise demeanor, with a still water flow depth, the Yellow River from Dongming County into Lu, in Shandong territory through 628 kilometers, accounting for three-quarters of the lower reaches of the Yellow River.

The biggest difference between the eastern section of the Yellow River and the middle and upper reaches is threefold: the Yellow River is either on the edge of the provinces and regions in the middle and upper reaches, or the flow journey is short, or the river is bounded, only in the hinterland of Shandong, it runs to the east, flowing through Heze, Jining, Tai'an, Liaocheng, Jinan, Dezhou, Binzhou, Zibo, Dongying 9 cities, Huize on both sides of the river; Due to the history of the Yellow River in Henan territory of the garden mouth, copper tile box several times, resulting in the Yellow River in the downstream of the "pendulum tail" phenomenon, and the Shandong Plain a horse Pingchuan, lack of mountains and deep valleys of the shackles, in the southwest of Lu formed the "Nine Rivers Old Road", radiation coverage is wide; It is also due to the water conservancy projects of "Yinwen Jiji" and "Yinwen Jiyun" that regulate the water source replenishment of Jishui, Wenshui and Dongping Lake, so that the Beijing-Hangzhou Grand Canal crosses the Shandong Highlands, connects the Haihe River in the north, and the HuaiHe River in the south, realizes the north-south connection, and intersects with the Yellow River in the Dongping Lake area, relying on each other and has a strong linkage.

Overall, in terms of the characteristics of the river basin, the upper reaches of the Yellow River are more ecological, while the middle and lower reaches are cultural; In terms of flow pattern, the middle and upper reaches of the Yellow River are linear basins, while the lower reaches, especially in Shandong, are fan-shaped basins; In terms of radiation influence, the middle and upper reaches of the Yellow River are "belt-like" condensation, while the downstream Shandong is a "face-like" expansion, in addition to the current main basin of 9 cities, Southwest Lu Zaozhuang and Weishan Lake area, Weifang north of Qingzhou, Shouguang is also in the Panhuang River Basin. The yellow river is full of sediment, which not only brings the water source and sediment in the middle and upper reaches to the downstream of Shandong, but also precipitates the wisdom crystallization and cultural atmosphere of the middle and upper reaches in Shandong. Because of this, Shandong has become a rich area of ecological and cultural resources in the Yellow River Basin.

The Yellow River flows through the Loess Plateau, forms a fertile alluvial plain in the lower plain area, waters the fertile fields suitable for human cultivation, collects fishing and hunting water and lakes, and benefits the land of Qilu and becomes one of the birthplaces of Chinese civilization; The Yellow River, Confucius, and Taishan converged in the land of Qilu to build up the "Confucian Thought", the core of Chinese cultural spirit, and with the "Great Unification" ceremonies such as "Mountain Alliance", "River Oath" and "Respect for The Sage", lay the foundation for Chinese philosophical thought, governing wisdom, value concepts and moral norms, form the spiritual strength of Chinese civilization, continue for thousands of years, and achieve China's honor as an ancient civilization in the world. At the same time, a large river has also dredged the sea passage in the inland areas of the Shandong Peninsula, connected with the coastal port, and built a development pattern of sea and land integration. Shandong is the province with the strongest economic comprehensive strength and innovation ability in the Yellow Area, accounting for 1/10 of the country's total GDP.

As the core support of the Yellow River culture, Confucian culture shines with Qi culture, Taishan culture, marine culture, red culture and modern culture; Shandong has 4 world cultural heritage sites, 1130 cultural relics protection units at or above the provincial level, 6 national historical and cultural cities, 10 famous historical and cultural towns and villages in China, 46 traditional Chinese villages, 101 Yellow River water conservancy heritage sites, and 602 intangible cultural heritage at or above the provincial level; 622 A-class scenic spots and 13 tourist resorts have been built, forming 5 urban recreation belts, 8 clustered development counties and a large number of clustered development townships and contiguous development zones, laying a good industrial foundation for the protection and inheritance of the Yellow River culture.

Undoubtedly, for the development of an ecological and cultural river, the cultural tourism industry is a leading industry to promote the ecological protection and high-quality development of the Yellow River Basin. The concept of "global tourism" aimed at promoting the high-quality development of the cultural tourism industry and its practice will be high-quality development with the Yellow River cultural boutique tourism belt and constitute a symphony of Shandong's construction of a "strong province of culture and tourism".

Shandong Practice: Global Tourism Plays the "Yellow River Classic"

During the "Thirteenth Five-Year Plan" period, Shandong Province has a high position and a high starting point to plan and implement a series of development strategies that conform to Shandong's characteristics, such as the "transformation of new and old kinetic energy" and the "Qilu model" of rural revitalization, integrate culture and tourism into the top ten industries of new and old kinetic energy conversion, take rural tourism as the starting point for rural revitalization, take the innovative development of tourism in characteristic counties as the base point, and take the creation of a "global tourism demonstration province" as the goal, and comprehensively promote the integration of the concept of global tourism development into the overall social and economic development.

Under the close leadership, high-level planning and efficient promotion of the provincial party committee and the provincial government, the "Implementation Plan for Vigorously Promoting the High-quality Development of Global Tourism" was issued, the "Shandong Provincial Tourism Industry Development Master Plan" was compiled, the "Shandong Provincial Tourism Development Master Plan (2018-2025)" and the "Shandong Provincial Boutique Tourism Industry Development Special Plan" were implemented, etc. Cities and counties also actively prepared and introduced the global tourism development plan, forming a chess game in the province and setting off a boom in the province's efforts to create a global tourism demonstration zone.

Up to now, 8 counties (cities, districts) in Shandong have been identified as national full-scale tourism demonstration zones, of which 4 are in the Yellow River Basin (Qufu City, Qingzhou City, Zhangqiu District, Qihe County); 25 counties (cities, districts) have been identified as Shandong provincial-level full-scale tourism demonstration zones, of which 13 are in the Yellow River Basin. Due to the uneven distribution of natural and cultural resources, these county-level cities do not necessarily have the resource endowment to develop the cultural tourism industry, but driven by the concept of "global tourism", all localities have focused on solving the restrictive factors affecting the high-quality development of the cultural tourism industry, "excellent in the strong, strong in the fine", and even "out of nothing, there are excellent students" to take innovative steps, and actively create a new situation of high-quality development of the cultural tourism industry as the driving service social and economic development. They not only promote the transformation of new and old kinetic energy and industrial structure adjustment, but also lay a solid foundation for Shandong Province to create a "global tourism demonstration province", as the basic unit and pioneer area of the Yellow River Basin, but also play a positive role in radiation, driving, demonstration and leading for the construction of the Yellow River Cultural Tourism Economic Belt.

Qufu City, the birthplace of Confucianism, the historical relics "Three Holes" have achieved its reputation as the "Holy City of the East", and is one of the most well-known tourist cities in the Yellow River Basin. But the "Three Holes" site alone obviously cannot fully unleash the enormous potential of Confucian culture. Qufu jumped out of the "old three holes" cultural protection unit space and protection laws and regulations, and took the construction of the "new three holes" - Nishan Sacred Land, Confucius Museum, Confucius Research Institute and other high-quality projects as the starting point, to achieve the reconstruction of cultural scenes and experience spaces, and to increase the cultural stock; With the focus on cultivating research and study tourism as the path, we have focused on launching a series of "cultural revitalization" projects such as "memorizing the Analects of the Analects for free tour of the 'three holes'", the Chinese coming-of-age ceremony, and the opening ceremony, shaping the innovative carrier for disseminating excellent traditional culture, and successfully opening up the cultural inheritance road of "making cultural relics come alive"; Held the Confucius Study and Tourism Festival, established the Qufu Research and Tourism Alliance, introduced standards and norms, cultivated the study and tourism base, successfully won the China Study and Tourism Destination, and realized the innovation of the integration of culture and tourism; Relying on Confucian culture, national forest parks, characteristic folk villages, etc., the third international slow city and the first cultural international slow city have been built Chinese mainland. Qufu's innovative practice of "global tourism" has become a model of innovative development that takes into account economic, cultural and social effects, and has also greatly interpreted and enhanced the spiritual connotation of Confucian culture, the core of the Yellow River culture.

Qihe County, once a resource-poor county on the bank of the Yellow River, is concerned with the development of cultural tourism, without natural attractions and historical monuments as support, nor does it lack the brand of traditional tourist attractions. Relying on the wetlands and wasteland resources of the Yellow River, Qihe has established the overall goal of building the "Yellow River International Eco-City", chosen the green rise path of "more than 70% of the blue-green space and no more than 30% of the construction space", revitalized the idle land of the Yellow River wasteland, protected and restored the ecological resources of the Yellow River, and beautified and brightened the urban and rural space. Through the revision and optimization of the overall land use plan, purchase, mining potential, "point supply" and other ways, more than 8,000 mu of cultural tourism projects have been revitalized to supply land. Through the introduction of large enterprise investment, the construction of Quancheng Ocean Polar World, Oulebao Dream World, Oulebao Water World, Quancheng Chinese Food Culture Town Phase I "China Yi" Food Block, Yellow River Water Town Wetland Park, Qihe Museum Group and other boutique projects, with a total investment of more than 80 billion yuan, forming a 100-billion-level cultural tourism cluster, creating a "city-in-one" cultural tourism new city on a yellow river wasteland, and practicing the "Two Mountains Theory" with the practice of global tourism development; To achieve a creative breakthrough of "from scratch, from excellent to excellent, from excellent to refined", "Yellow River Water Town, Ecological QiHe" has become an important station in Shandong's Yellow River cultural boutique tourism belt.

When Dayu ruled the water, the "world" was divided into nine prefectures, and Shandong was two, namely Qingzhou and Yanzhou, both of which were veritable thousand-year-old cities in the Yellow River Basin. Qingzhou City has been successfully selected into the national global tourism demonstration area directory, and Yanzhou District is a full-scale tourism demonstration area in Shandong Province. Among them, Qingzhou enjoys the reputation of "facing the mountains and the sea, the first state in the East", the ancient city of Qingzhou is a treasure preserved in history, and the ancient city has preserved ancient cultural relics and historical buildings spanning various historical periods in Qingzhou. Different from other pure commercial ancient cities that were rebuilt in the later period, Qingzhou is "a living ancient city", in the protection and restoration construction project of Qingzhou Ancient City, the coordinated development of scenic functional area planning and the texture of the ancient city streets and alleys and the daily life of residents, repairing the old as old, and activating the collective memory of old neighbors and old residents with the community; At the same time, 21,000 original residents were retained, residents were encouraged to participate in the tourism operation of the ancient city, and more than 500 local enterprises and merchants transformed and developed tourism, so that the production and life in the scenic spot were perfectly integrated, and the artistic conception of Qingzhou residents' lives was successfully created, and it was successfully created as a national 5A-level scenic spot. Taking the opportunity of creating a national global tourism demonstration zone, Qingzhou implemented the synchronous optimization and upgrading of "inside and outside the city", promoted industrial integration, and built a number of key projects with strong pulling momentum, such as Huanghuaxi Town and Zhongchen Culture and Art Town, which played a "polar core-driven" effect and greatly enriched the content of Qingzhou's cultural and tourism industry. Today, the "ancient Qingzhou" has been awakened, and the story of Qingzhou in the Yellow River Basin is being told with a new scene of ancient and modern integration.

Zhangqiu City, the habitat of early humans. Due to the Neolithic archaeological discoveries in the Yellow River Basin such as chengziya longshan cultural site, Xihe site and Xiaojingshan site, Zhangqiu has become a distinctive landmark in the history of human development in the East. The ruins of the Great Wall of Qi, the ancient Great Wall of China with accurate remains to examine, the best preserved and the earliest, are known as the "Father of the Great Wall" and have been included in the World Cultural Heritage List by UNESCO. In recent years, Zhangqiu has protected and developed historical sites such as Luozhuang Hanwang Mausoleum Ruins Park, Longshan Cultural Museum, Qixingtaiqi Great Wall and other historical and cultural villages such as Zhujiayu, Sanjian Xi and Sandefan with the concept of symbiosis and integration of culture and tourism. Concentrate on building the five major areas of "Shanquan River lake city", change the original layout of scattered and small-scale tourism development situation, and realize the butterfly change of Zhangqiu tourism development. Mountains, that is, Dahu Mountain Scenic Area of Zhangqiu National Forest Park, systematically carry out functional repair and ecological restoration, and create cultural and tourism resorts, cultural and creative highlands, and healthy and happy places; Quan, that is, the International Spring Water Tourism Resort of Mingshui Ancient City, invested 20 billion yuan to build Mingshui Ancient City, creating a core living room of the city and the core engine of urban economic development; The river, that is, the 40-mile scenery belt of Xiuyuan River, invested 50 billion yuan to build the OCT cultural tourism complex, completed the relocation of Jinan Wildlife World, and made every effort to build a sightseeing belt, industrial belt and cultural tourism agglomeration area in eastern Jinan. The lake, that is, Baiyun Lake, East Lake Reservoir, Baiyun Reservoir "Three Lakes Wetland", the implementation of Baiyun Lake fishing and wet project, wetland area of 40,000 acres, the introduction of Zhangqiu Changlu International Tourist Resort, Lancheng Baiyun Lake Cultural Tourism and Wellness and other projects, to create a unique charm of the "Water Town Baiyun" tourist health resort; The city, that is, The Jidong Industrial New City, frees up 20,000 mu of usable space, plans the modern equipment manufacturing base in Jinan, and creates a vibrant Jidong Industrial New City.

Kenli District of Dongying City is the mouth of the Yellow River, and "Kenli" is named because the fertile soil accumulated at the mouth of the Yellow River is a good field. In recent years, as the mouth of the Yellow River, Dongying City has seized the opportunity to establish the cultural tourism image slogan of "the Yellow River enters the sea, we go home", relying on the ecological resources of the yellow river delta wetlands, and making the yellow river ecological and cultural tourism industry bigger and stronger. Kenli District makes use of the unique advantages of the Yellow River wetland resources to establish the city brand of "Yellow River into the sea, ecological reclamation", focusing on the goal positioning of "building the Yellow River into the sea cultural tourism destination" in the forefront, with the Yellow River Estuary Eco-tourism Zone as the core, focusing on the implementation of two tourism and leisure industry clusters along the Yellow River and the coast, promoting the integrated development of "tourism +", and developing and building the Yellow River Estuary Wetland Bird Museum and the Yellow River Estuary Zhiqing Cultural Town through models such as "tourism + agriculture", "tourism + culture" and "tourism + sports". A number of new projects and new formats such as the Yellow River Estuary Hairy Crab Science Popularization Hall and 10,000 mu of rice field paintings have hosted and hosted various cultural and sports activities such as triathlon competitions, thousands of cars driving the Yellow River Estuary, and hairy crab hunting festivals, so as to comprehensively enhance the new momentum of tourism development. Through upgrading existing projects and improving product supply, implementing a number of major cultural tourism projects, building a number of tourist attractions, scenic spots and villages and towns with rich cultural heritage, and creating a leisure and holiday city with distinctive characteristics, to effectively promote tourism consumption and realize the experience of "swimming in Reclamation", and to build the estuary of the Yellow River into a tourist and leisure resort where ecological tourism and cultural experience complement each other.

Shandong path: transform the resources of the Yellow River with high-quality formats

The cultural resources of the Yellow River are vast and profound, rich and colorful, but as a river, the Yellow River is extremely fragile. Scientific protection is the prerequisite for all development. As a flowing river, the Yellow River is a whole, and the protection and utilization should pursue both the interests of local development and the future blueprint of overall optimization. Without a holistic view, there is no partial benefit, and vice versa. Because of this, the construction of the Yellow River Cultural Tourism Belt needs to build a responsibility and interest mechanism that complements the part and the whole, and in the final analysis, it is necessary to build a comprehensive governance capacity for sustainable development. From this basis and principle, it is consistent with the appeal of global tourism to build a comprehensive governance and service capabilities that conform to the laws of modern tourism development. For the construction of the Yellow River cultural boutique tourism belt, under the premise of resource protection and ecological optimization, actively exploring the transformation of resources with new formats and realizing consumption value-added with integrated formats is the only way to promote the high-quality development of Yellow River cultural tourism. In short, high-quality development is "high" in new formats. In the process of creating a global tourism demonstration zone, the counties and cities along the Huangzhou area in Shandong have made active explorations at the level of format innovation.

Lixia District focuses on the integrated development of industry and city, highlights the project drive, and strives to create a "Jinan Urban Tourism Core Area". Based on the protection of the old city, explore the urban organic renewal path that combines the transformation of old residences, the protection of historical landscape areas and global tourism, appropriately ensure that indigenous people can "move" and retain the right to choose, and build a revival area of cultural tourism, commerce and residential symbiosis and common prosperity. Introduce fashion and creative industries in the old city, and inject new vitality into the development of the main urban area through new industries, new formats and new models. Steadily implement the protection of ancient cities, upgrade and transform 5 old streets and alleys such as Furong Street, promote the restoration of the historical style of Shuangzhongci Street and Qifengqiao Street and the construction of the first phase of the Mingfu City Cultural Protection Project, and cultivate and create four major types of tourism products: intangible cultural heritage, ancient city tourism, cultural tourism, and study tour; Transform Quancheng Road and Kuanhouli to make it a new highland for tourism consumption and the development of night economy in Jinan; Baihuazhou, Furong Street, Plaza 66, MixC, etc. have become Internet celebrity punch cards. Comprehensively promote the development of "cultural tourism + business and trade", build the largest urban commercial complex in Jinan - China Resources MixC, introduce more than 300 international high-end brands, domestic big brands, fashion boutiques and special catering, attract a large number of tourists and consumers, and become a new landmark for shopping consumption, leisure and entertainment in Jinan Metropolitan Area.

Changqing District gives full play to the advantages of Wufengshan Provincial Tourist Resort, Bian Que Hometown, University Science and Technology Park, Chinese Medicine Industrial Park, etc., introduces cultural tourism and health care, cultural experience, leisure and vacation industries, and builds a number of new tourist attractions and tourism infrastructure projects with leading, forward-looking and high-quality products. The new Jixi National Wetland Park and Dafengshan Provincial Forest Park were built, and new tourism formats such as Huayi Brothers Film City were introduced, and 6 boutique tourism routes such as scenic spots, ecological tourism, red memory, parent-child study, leisure vacation, and beautiful countryside were planned. Promote the integrated development of the "tourism +" industry, focus on cultivating the "night economy", create characteristic food streets such as Ivy Food Street, and develop boutique characteristic homestays such as Matao Homestay and Muyushi Homestay; Effectively linking rural tourism with the strategy of targeted poverty alleviation and rural revitalization, developing a number of cultural products such as opera and opera with Changqing characteristics, and choreographing a modern stage play "Moonlight Golden Lake Bay" with village tourism as the theme; High standards have built a number of beautiful rural boutique routes such as "Thirty Mile Jade Apricot Valley", realizing one village and one scene, one village and one product, and tourism has achieved remarkable results in helping the poor and enriching the people and helping rural revitalization.

As an important tourist town along the Yellow River, Taishan District has established a global tourism development path of "integrated and deep integration of Jingcheng". At the level of format innovation, the first is to accelerate the construction of high-end tourism projects, build and operate 4A-level scenic spots such as Tai'an Fantawild, Taishan Fantasia, Taishan Baotailong, and characteristic blocks such as Wanda Taishan 1545 Cultural Tourism Street and Sanlitun Cultural and Commercial Tourism Complex, and create "Mengtaishan" Beer City and Walnut Lane Music Restaurant, improve the quality of Nightlife in Taicheng, and promote the development of the night economy. The second is to build high-quality rural tourism and homestay clusters, promote "tourism + agriculture", connect Daheyu Village, Anjiazhuang Village, Qijiatan Village, Xiaojinkou Village, and Liujiazhuang Village, and create a rural tourism cluster area in the northern mountainous areas; The construction of a high-end homestay cluster area on Huanshan Road, which integrates Luyao Mountain Residence, Fanshe Inn, Tuowei Garden, Junlan Jingshe, Slow Down, Yishan Residence, and Blue Lotus Blossom, has formed a new pattern of global tourism development with Taishan Scenic Area as the leader, large projects and 4A-level scenic spots shining together, and boutique projects and rural tourism stars twinkling".

Zoucheng, the "hometown of Mencius", has embarked on an innovative path of activating the potential of cultural resources through study and tourism. Focusing on the brand of "Mencius Study Tour", Zoucheng innovated the "tourism + education" model and enhanced 6 major types of research products such as "godson with party" parent-child tour, Confucian experience tour, and international study camp. Focusing on the promotion of the "Zoudong Deep Breathing" brand, we will focus on promoting the construction of tourism demonstration villages, rural tourism stations and related facilities, and build a demonstration base for rural tourism trunk projects. In terms of political ethics education, it undertakes nearly 400 classes at all levels every year, and trains more than 20,000 trainees. At the same time, the research results are fully integrated into the development and growth of cultural tourism industries such as Mencius Study Tour, Zou Dong's Deep Breathing, and Lile Cultural Communication, and a number of convertible and applicable research results have been launched, and the brand value of Confucian culture has become increasingly prominent. At the same time, Zoucheng has stimulated market consumption by cultivating brand festivals and the integration of business formats, and has held the Chinese Mother's Cultural Festival in Mencius' hometown for consecutive years, the ceremony of the Mengzi Festival, the Central Strawberry Festival, the Xiangcheng Red Jujube Festival, the Zhangzhuang Cherry Festival, the Chengqian Peach Blossom Festival, the Kanzhuang Potato Festival, etc.; Emerging formats have developed rapidly, and projects such as ice and snow entertainment, hot spring vacation, traditional Chinese medicine health care, panoramic rafting, and air tourism have blossomed everywhere.

Surabaya County has chosen the road of upgrading the format with the integrated development of ecology and rural tourism. A total of 36 parks and green spaces have been built, including Wanzi Qianhong and Surabaya Coast, two 4A-level tourist attractions, Quanlin National Forest Park, Gubian Bridge National Key Cultural Relics Protection Unit, Qingjie Lake National Water Conservancy Scenic Area, and Siheyuan National Wetland Park, forming a water system landscape of "Two Rivers, Five Waters and Twelve Lakes"; Develop characteristic blocks such as Jinquan Commercial Street, Sanfa Food Street, and Old Bus Station Square, and build an urban and rural space of "host-guest sharing"; To build a rural tourism cluster with the holy land Taoyuan and Shengshuiyu pastoral complex as the core, Wangjiazhuang was rated as a national rural tourism model village, Songjiagou was rated as a national agricultural tourism demonstration site, Xiangxian Valley and Songjiagou were rated as a national rural tourism maker demonstration base, and Sihe Street and Sizhang Town were rated as national characteristic landscape tourism towns; Research and development of "native taste of agricultural products" and "Kong potato family" souvenirs, to create "mountain eggs" tourism trunk project, Nanzhongdu agricultural and sideline products to achieve online sales, Lu Garyan, Confucian pottery, stone and other tourism goods sell well in the domestic and Japanese and Korean markets. Build the Nishan Forum on World Civilization into a platform for promoting exchanges and cooperation among world civilizations.

"Sun Tzu's Hometown" Huimin County deeply excavates resources such as military culture, red culture, hot spring culture, ancient city culture, ecological culture, etc., builds two core tourist areas of Sunwu Ancient City and Weiji Ancient Town, starts the development of rural tourism along Binhui Avenue, Daji Road, and along the Huang custom belt, and strives to build a global tourism pattern of military science experience in Sunwu Ancient City in the north, The Yellow River style in Weiji Ancient Town in the south, hot spring recreation and health in the east, and natural oxygen bar in the western forest park. In tandem with Sun Tzu's Art of War City, Wuding Fuya and the former site of the bohai revolutionary old district organs, Wusheng Garden, Wei's Manor, Weiji Ancient Village, Xincheng Pastoral, Shenghao Hot Spring and other scenic spots, 9 1-2 day tour theme routes have been carefully created, and different types of tourism routes such as visiting tours, studying and practicing, leisure and health, entertainment and recreation have been launched, forming a tourist pearl chain of spring folk customs to see flowers, summer watermelon tour to linhai, autumn peach and fruit study method, winter skating ice and snow soaking hot springs. Strive to cultivate characteristic food culture, with a history of 400 years of "Chinese time-honored brand" Wudingfu pickles, Weiji donkey meat, Duqiao tofu skin, Sun Wu wine and other local specialty drinks and tourism to achieve deep integration.

"Jiangbei Water City" Gaoqing County, the Yellow River transits for 47 kilometers, the Yellow River, hot springs and other water resources are abundant. Gaoqing County actively integrates into the construction of the Yellow River Cultural Tourism Belt, through the "static display" of the Yellow River culture into a "living inheritance", to create the Yellow River museum group represented by 10 folk museums such as the ancient Qingzang and the yellow river of the land, to build cultural venues such as Taigong Square, Tianheng Square, and Manxiu Hall, and to regularly carry out cultural lectures, intangible cultural heritage exhibitions, historical studies and other activities, innovate and tell the story of the Yellow River, and realize the integration and development of the Yellow River culture and scenic spots. Introduce two key cultural tourism projects of Swan Lake Roman Park and Cultural Tourism Characteristic Town; Construct wedding wedding honeymoon travel shooting bases, conference centers, boutique homestays, hot spring hotels, etc., and create a top international tourist resort in the Yellow River Basin integrating international travel photography, science and technology conferences, net red homestays, and hot spring health care; Promote the upgrading and transformation project of the new cultural tourism night economy characteristic block, the project takes "culture as the soul, tourism-driven, commercial prosperity" as the overall goal, with the Qiancheng Lake as the center, and builds two major night economic agglomeration areas of "Brilliant Thousand Rides" and "Yuedong Wenchang", and two characteristic blocks of urban leisure and entertainment commercial street Hope Street and urban folk culture commercial street Wenchang Street.

Zichuan District adheres to innovation-driven, actively promotes the ecological governance and coordinated development of the whole mountainous area, on the basis of mine environment restoration and comprehensive improvement of mountainous areas, deeply excavates the advantages of traditional industrial resources, and strives to do a good job in ceramic glass cultural creation, industrial site reconstruction, coal mine railway transformation, natural ecological research, and country house upgrading. A number of new tourism projects such as the 1954 Ceramic Cultural and Creative Park, Zhenhua Liuli Cultural and Creative Park, the Southern Industrial Heritage Scenic Train, the Jiurun Selenium-rich Ecological Park, the Zhushuiwan Garage Base, and the Qishan Research and Learning Base were built; Built more than 20 boutique homestays such as Yuli Homestay, Yunhong Mountain House Homestay, and Shangshe Homestay, and developed cultural theme hotels such as mountains and rivers and Zhonghai; Actively build special catering brands, focus on cultivating SM catering blocks, and dig deep into traditional snacks with Zichuan folk characteristics such as Xihe pancakes; Guiding Zhang Guangqing Inner Painting Research Institute and Lingshang Liuli to successfully create characteristic tourism shopping stores, and building a number of characteristic commercial and trade tourism venues such as SM and Luzhong Commercial and Trade City, which has greatly promoted the transformation of Zichuan District from resource stock to consumption increment.

Taierzhuang District, located in the canal town of the Pan-Yellow River Basin, has not only recreated an ancient canal city, but also become a veritable boutique tourist destination in the North Canal and the Yellow River Gudao River Basin. With Taierzhuang Ancient City as the leader, Taierzhuang integrates six scenic spots, such as Shuanglonghu Wetland Bird Watching Park, Canal Wetland Ten Mile Lotus Gallery, Xianghe Manor, and Taierzhuang War Memorial Hall, giving full play to the spillover effect of the ancient city and effectively promoting the development of the whole region, all elements and the whole industrial chain of the tourism industry in Taierzhuang District. At the same time, innovative cultural tourism and agriculture, health care, exhibitions, sports, research and other cross-border integration and development, to cultivate cultural tourism related industrial systems. Relying on local characteristics of agriculture, we will develop agricultural tourism, agricultural experience and other projects; Accelerate the development of health tourism, open the ancient city pharmacopoeia museum to be completed, and 60 enterprises settled in the pharmacopoeia museum health industrial park; Pay attention to the innovative development of research and tourism, establish the Shandong Grand Canal Culture and Education Company, and develop nine major research courses such as patriotism education, canal culture, intangible cultural heritage, and traditional architectural culture, and was rated as the first batch of national primary and secondary school students' research and practice education base. Taierzhuang continues to promote the gradual in-depth integration of the first, second, and third industries, and moves towards the industrial development pattern of "cultural tourism +, + cultural tourism".

Shandong experience: new format is the "converter" of Yellow River resources

Undoubtedly, with the clarion call of ecological protection and high-quality development of the Yellow River Basin, at the macro level, the development center of the overall pattern of Shandong cultural tourism will be shifted, and it is necessary to build the Yellow River cultural boutique tourism belt. The first batch of gatherings will be Taishan, Sankong, Quancheng and other traditional scenic spots and cities that rely on innate monopoly resources to obtain the leading position of brands, as well as new tourism destinations such as Qihe County, Lixia District, kenli district and other new tourism destinations that are completing transformation and upgrading under the impetus of the global tourism development concept. From a micro level, the development of the cultural tourism industry has fully moved towards a new stage of consumption-driven, scientific and technological empowerment, scene experience, and content as king, and has gradually got rid of the dependence on innate resources and pursued more transformation of high-quality products; It is no longer a large-scale project expansion, but an effective supply of business innovation as an operation; Not only the theme of the experience, but also the need for diversified, compound consumption; It is not only necessary to meet the services of foreign tourists, but also to build a shared urban and rural space between hosts and guests. The achievements and experience of the development of tourism in the Yellow River Basin in Shandong province also prove that only new formats can exert the new momentum of "turning decay into magic", realize the transformation of resource stocks into value increments, promote the transformation of resource-poor areas into rich format areas, promote the transformation of the former industrial economy "marginal" to today's creative economy "center", and the high-quality development of the Yellow River Cultural Tourism Belt depends on the rise of high-quality integrated formats.

The first is ecological transformation to create a high-quality ecological background.

No matter how high the cultural spirit that human beings have given to the Yellow River, the Yellow River first exists as an ecological river, and the ecological resources such as rivers, lakes and wetlands created by the Yellow River and its flow are themselves ecological landscapes, which are the basic demands of travelers' tourism. At the same time, the Yellow River is not only untamed, but also extremely fragile, and like a traveler who has traveled a long distance and experienced vicissitudes, the more downstream she goes, the more obvious her vulnerability is. Therefore, the transformation of the ecological resources of the Yellow River must be developed and utilized to a limited extent under the premise of ecological protection, restoration and optimization, in order to better transform "green water and green mountains" into "golden mountains and silver mountains".

In the construction of the Yellow River International Eco-city, Qihe County fully realizes that green is the background and root of Qihe's development of cultural tourism industry and the development of the Yellow River Eco-City. Therefore, Qihe adheres to the development logic of "first building the environment to rebuild the city, and redeveloping the leading function", adheres to the principle of "more than 70% of the blue-green space, and the construction space does not exceed 30%", resolutely does not build cement forests, resolutely does not build large-scale glass curtain walls, resolutely does not destroy the ecological environment background, and creates a water city and green city with green as the bottom, water as the soul, and water and green integration. Construction and optimization of 15,000 acres of Yellow River water town wetlands, curved water bend ring, equivalent to 4.5 Daming Lake Ande Lake, smoke waves are vast. Invest 2 billion yuan to implement the eco-city landscape improvement project, with a total green area of more than 30,000 mu, form a characteristic forest scenic road that meets the traffic isolation and recreation display, and strive to create a cityscape integration and picturesque ecological corridor.

Zhangqiu District has 6 springs listed in Jinan 72 springs, in order to implement ecological spring protection, the spring and the construction of water network water system closely combined, to ensure that the spring water gushes all year round, Zhangqiu vigorously carry out greening upgrades, carefully carved urban pocket parks, street green space, new urban green area of nearly 3 million square meters, completed the barren mountain greening, return farmland to fruit, farmland forest network 18,000 acres. As a key coal-producing county in the country, Zhangqiu shut down all coal mines in 2015, and cleaned up more than 3,000 scattered and inefficient enterprises in the past three years. PM2.5 monitoring equipment was installed in key areas such as Qixingtai to detect air quality in real time, and the number of days with good air quality reached 212 days in 2018. After a series of combined fists of environmental governance, the urban and rural ecological environment of Zhangqiu has been renewed, building a green foundation for social and economic development.

Zichuan District issued the "13th Five-Year Plan for Ecological Zichuan", implemented a series of comprehensive environmental improvement projects such as water control, road control, green control, pollution control, and chaos control, and successfully created a provincial ecological zone. Invest 1.5 billion yuan to implement the "one mountain, two rivers" series of ecological governance projects, renovate and upgrade 2 sewage treatment plants, build 5 wetland parks such as Liuquan Wetland and Zhangxiang lake wetland, 2,600 acres, treat more than 30 miles of river channels, 16,000 acres of suburban open forest parks and urban sports parks, and create more than 20 miles of ecological landscape corridors of the Xiaonu River running through Zichuan from north to south.

Kenli District invested 3.19 billion yuan to implement 139 water, gas and soil pollution control projects, strictly implemented the river chief system and lake chief system, and the water quality of inland rivers reached the surface water class V standard, and the number of days with excellent air quality was 230 days a year. Complete afforestation of 72,000 mu, the implementation of Dongba Road ecological environment comprehensive improvement, Tianning Lake National Wetland Park and other projects, the Yellow River Estuary eco-tourism area was included in the list of "internationally important wetlands", built a national wetland park, a provincial wetland park 1, an urban wetland park 4, 20 wetland protection communities, the Yellow River wetland ecology has become the resource base and lifeline for the development of cultural tourism industry in Kenli District.

The second is cultural transformation and creating high-quality cultural scenes.

The Yellow River has bred a rich cultural heritage for Shandong and achieved the status of Shandong as a major province of cultural relics, which makes the cultural attributes a unique advantage and competitiveness of Shandong that distinguishes it from other provinces. In the practice process of global tourism, we jumped out of the scenic thinking, created new cultural formats with productization and scenarios, let the sleeping culture wake up, and the static culture moved, gradually changing the dilemma of cultural resources in the past. Activating cultural resources has created a new growth pole for Shandong Cultural Tourism.

Qufu recreates the cultural scene to create a "new three holes", expanding the display, experience and consumption space of Confucian culture. Sort out and restore the "Sacrifice of Confucius Ceremony", regularize the opening and closing ceremonies, create performing arts projects such as "Jin Sheng Yu Zhen" and "Legend of Su Wang", shape the four major cultural education and training bases of "political morality, teacher morality, youth and Confucianism", develop research and development of study and tourism products such as Confucianism worship, Chinese culture root-seeking, and Chinese coming-of-age ceremony, form a Chinese study and tourism promotion alliance, and build a Confucian cultural in-depth tourism pattern that runs through the north and south from "three holes" to Nishan "Xuekong" to Slow City "Confucian". Study tour has become the new brand appeal of Qufu Cultural Tourism.

Qingzhou City established the Qingzhou Cultural Research Institute to sort out cultural genes and cultural excavation, and built exhibition halls of historical and cultural celebrities such as Ouyang Xiu Memorial Hall, Li Cheng Memorial Hall, and Beihai Shijia Feng Memorial Hall, realizing the deep integration of celebrity resources and tourism resources. Create "ten platforms" for the integration of intangible cultural heritage and tourism, and integrate intangible cultural heritage elements into tourism projects such as Yunmen Mountain, Jiulongyu, Fangongting, and Jingtang Ancient Village. Construct an intangible cultural heritage gathering area of Qingzhou Ancient City that integrates display and performance, exchange and interaction, and protection and inheritance, and build the ancient city scenic spot into an intangible cultural exchange platform integrating intangible cultural creative products, cultural inheritance, cultural consumption, cultural services, leisure and entertainment, and carry out concentrated exhibitions and performances of intangible cultural heritage projects throughout the year through government procurement of services, enriching the connotation of ancient city tourism.

With the goal of "Attracting People from Taishan and Retaining People in Taicheng", Taishan District has introduced projects such as "Mengtaishan Beer City" Beer City and Walnut Music Restaurant to enhance the quality of Taicheng's nightlife and promote the development of the night economy by building characteristic blocks such as Wanda Taishan 1545 Cultural Tourism Street and Sanlitun Cultural and Commercial Tourism Complex, and has also actively promoted the "going out" of intangible cultural heritage projects, landing Taishan Shadow Museum on Qianmen Street in Beijing, and taking a new step in the output of cultural brands.

At the same time, all localities are actively excavating cultural resources, through "scenic spots + festivals", "scenic spots + performing arts", "scenic spots + museums", "scenic spots + homestays", "scenic spots + research", "scenic spots + exhibitions" and so on to achieve optimized combinations, format innovation; Actively excavate the "intangible cultural heritage" resources, through intangible cultural heritage + cultural creation, intangible cultural heritage + performing arts, intangible cultural heritage + festivals, intangible cultural heritage + food, intangible cultural heritage + marketing and other means, so that intangible cultural heritage resources can be revitalized, and scenic spots and commercial streets with cultural creativity as the core experience have become a model for the integration of culture and tourism.

The third is the transformation of urban and rural areas, and the operation of high-quality life beauty.

In the era of industrialization and urbanization development, farmers enter the city, and in the era of tourism, citizens go out of the city, which constitutes a new urban-rural relationship, and also creates new opportunities for breaking the dual structure of urban and rural confrontation and carrying out new urban and rural construction. Global tourism focuses on building an experience space where urban and rural areas are mutually integrated and shared by hosts and guests, which undoubtedly strengthens the new urban-rural interactive relationship, the old city and the new countryside, from the backstage to the front of the stage, from the forgotten corner to the new experience consumption center.

In the process of transformation of the old city, Lixia District developed "cultural tourism + industrial relics", and the second factory of Jigang Steel was transformed into a cultural service center of the central business district, integrating four major functions of planning and display, cultural and creative office, art exhibition and business service, and became a model of industrial transformation. Layout of the core product of Quancheng Night Banquet "Minghu Show", the transformation of Hongshangfang and Taifu Square, the construction of Shandong International Fashion and Creative Center, and the construction of the Jinan CBD cultural complex with the theme of "Shanquan River lake city". In terms of protecting historical relics and accelerating the integration of culture and tourism, we will continue to make efforts to build the brands of "Quancheng Jinan, Damei Calendar" and "Quancheng Business Card, Colorful Calendar", and comprehensively promote the transformation of the old Jinan Ancient City into a multi-level, three-dimensional, and immersive international first-class tourist destination.

Taierzhuang District will effectively connect the global tourism planning with the district's "13th Five-Year Plan", urban and rural construction, environmental protection and other planning, and promote the integration of multiple plans. Compile the "Taierzhuang District Global Tourism Master Plan", clarify the development layout of "one core, one belt, one ring, and multiple points", and build "one core", that is, Taierzhuang Ancient City Scenic Area; Create a "belt", that is, a canal scenery belt; Cultivate the "one ring", that is, the 57-kilometer ecological corridor around the city; Create "multi-point", that is, take the leading project as the core, and realize the construction of scenic spots, tourism globalization and industrial integration by increasing service facilities and service projects. Improve the urban and rural landscape, and build 4 provincial-level ecological towns, 16 ecological civilization villages, 20 greening demonstration villages, and 17 beautiful rural demonstration villages. Successfully created a national forest city and a national garden city, which were included in the national key ecological function area.

Zichuan District implemented the three-level joint creation of beautiful villages, rural revitalization, and the "five links and ten haves" project, and 64 villages were included in the list of traditional village protection, including 15 at the national level and 49 at the provincial level, ranking first in the province. Through the construction of large scenic spots, boutique homestays, and the return of capable people to their hometowns to start a business, etc., we have adopted methods such as shareholding and leasing to unify the collection and storage management of idle and dilapidated farmhouses, and concentrate on building more than 20 high-end homestays, with dots and strings, lines and surfaces, and the whole system to create a "wealth cornucopia" of rural tourism.

Gaoqing County has built a rural tourism agglomeration area centered on Anlan Bay and Slow City, fully relying on the advantages of the Resources of the Yellow River, and will combine more than 10 villages such as Liu Chun, Sha Li, Qianhu and Houhu to highlight the unique rural scenery of the water city in accordance with the pattern of "one village, one product" and "one garden and one industry", forming a rural tourism agglomeration area characterized by "wetland green heart - rural settlement - theme farm - characteristic homestay".

Huimin County actively implements the rural revitalization project, promotes the improvement of the rural environment, implements the integration of urban and rural sanitation, the "three reforms and one rectification" project, builds beautiful villages, carries out rural memory projects, creates rural tourism spots with different characteristics, implements the rural tourism poverty alleviation project, improves and perfects the tourism poverty alleviation model of "scenic spots with villages, enterprises with households", the online sales of characteristic tourism commodities are hot, and the results of rural tourism and industry poverty alleviation have been remarkable. Shanjia Agriculture and Animal Husbandry, Weiji Ancient Village, and Danian Chen Cui Chang Village were awarded the National Four-Star Demonstration Enterprise of Leisure Agriculture and Rural Tourism.

Undoubtedly, the rise of rural tourism comes from the consumption drive of micro-vacation and sojourn of urban people on the one hand, and on the other hand, it is also the result of the government's strong encouragement and support in the context of rural revitalization. Nowadays, the consumption scale and quality demand of rural tourism continue to rise, which has occupied most of the cultural tourism consumer market, and will surely become an important support for promoting the high-quality development of the Yellow River cultural boutique tourism belt.

The fourth is to transform events and build high-quality participation scenes.

Culture depends on a specific sense of ritual, and culture without ritual has no basis. Experiential consumption relies on a sense of ritual in a scenario, without which it is impossible to participate. In this sense, festivals are not only a consumption conversion field, but also an indispensable marketing platform. In the process of the development of Shandong's global tourism, each city is focusing on cultivating its own festival brand, and its comprehensive value cannot be underestimated, and the festival is also a new format.

Qufu Confucius Cultural Festival, "Sacrifice of Confucius Ceremony", Surabaya Nishan World Civilization Forum, Zoucheng Mengzi Hometown Chinese Mother Culture Festival, Sacrifice ceremony, Taishan International Mountaineering Competition, Taishan International Marathon, 60 km hike around Mount Taishan, Qingzhou Hanmo Qingzhou • Chinese Calligraphy and Painting Annual Conference, "China (Qingzhou) International Culture and Art Expo, Qingzhou Ancient City New Year, Huimin County China (Huimin) International Grandson Cultural Tourism Festival, 11th Cross-Strait Sun Tzu Cultural Forum, Boshan County China (Boshan) Glass Culture and Art Festival, The Food and Beauty Culture Festival, the Kaiyuan Cave Cherry Blossom Festival, etc., have been held continuously, and have shown a brand driving effect, and some festivals have become brands with national and even worldwide popularity. Give play to the comprehensive experiential format that integrates the functions of investment promotion, cultural performance, achievement display, media publicity, and public participation.

In Taierzhuang, festivals have become regular content, carefully planned, throughout the year, and the role of marketing and consumption pulling has become increasingly significant. Including Taierzhuang World Elderly Tourism Conference, World Photography Conference, "Beautiful Chinese Year , Dream Seeking Taierzhuang", The Annual Meeting, the Annual Expo, the Ancient City Temple Fair, the Spring Festival Cultural Forum and other colorful festival activities, since 2013, Taierzhuang has held more than 1,000 exhibition activities. At the same time, Taierzhuang also vigorously promotes the development of sports tourism, and cultivates brand events such as Taierzhuang International Winter Swimming Festival, National River Fishing Competition, marathon, etc., which greatly enriches the experience content of Taierzhuang and promotes the sustainable transformation of related formats.

The fifth is to transform the format of integration and build a development picture of "one integration and prosperity".

Borrowing the strategies of new and old kinetic energy transformation and rural revitalization, the development of rural tourism, eco-tourism, industrial tourism, health tourism, research and study tourism, etc. in pieces and clusters, and the integration of derivative business chains, the creation of product chains, the extension of industrial chains, and the forging value chain of Formats are the fruits of Shandong's global tourism practice and the inevitable choice to further promote the ecological protection and high-quality development of the Yellow River Basin.

Taishan District promotes "tourism + industry" and creates a modern industrial tourism project with regional characteristics to enhance the Taishan Beer Zodiac Park and Lupunet; "Tourism + Culture", the construction of "Taishan Shadow Puppet Experience Hall", and "going out" settled in Beijing Qianmen "China Intangible Cultural Heritage Street", Beijing, Tai'an 4 stores receive nearly 1 million tourists a year, large-scale live performance "China Taishan Feng zen ceremony" attracts 300,000 tourists every year, and continuously holds the Taishan Shidang Cultural Festival; "Tourism + pension health", the construction of Shandong high-speed Dacheng health care, Taishan Yangxin Valley, Nolai Taishan International Health Medical Care Industry Base and other health care projects; "Tourism + Research", Taishan and Taishan Fantasia were rated as provincial research and travel bases; "Tourism + Sports", successfully held the Taishan International Mountaineering Competition, Taishan International Marathon, 60 km hiking tour around Taishan and other activities. The increasingly abundant new formats have promoted the development of Taishan District from a traditional tourist city to a modern boutique tourism destination supported by new formats.

Qingzhou City will integrate history and culture, ecological culture and folk culture into tourism projects, cultivate leisure culture such as calligraphy and painting, stone appreciation, etc., build cultural tourism boutiques such as calligraphy and painting towns, flower towns, and cultural and cultural towns, and rapidly promote projects such as Wangfu Cultural Tourism and Wellness Town. To create a "traceability of cultural tourism integration dream culture Qingzhou" tourism performance project, Fang Rongxiang Grand Theater settled in Qingzhou, Tianjin "celebrity teahouse", Anhui Chuzhou Performing Arts Group and many other art groups to perform in Qingdao and widely acclaimed, "Yunmen Spring" big stage and a number of open-air small stages in the scenic spot to complete the construction and realize the normalization of performances, optimizing the tourist experience of tourists. The deep integration of urban culture and night economy, extend the night light on time, increase the cultivation of special catering, souvenirs, bars and other formats, Beiguan, Dongguan, Evenyuan 3 blocks were listed as the first batch of historical and cultural blocks in Shandong Province, providing tourists with the whole process, full time and space cultural tourism experience products. Relying on the history and talent resources of calligraphy and painting, it has created a "9653" calligraphy and painting industry cluster including nine major calligraphy and painting markets, six major calligraphy and painting sketching creation bases, five calligraphy and painting exchange and training platforms, and three non-governmental support systems. More than 120 ancient streets and alleys in the ancient city of Qingzhou, more than 800 shops with diverse formats, and more than 40 intangible cultural heritages exhibited and performed on a regular basis have formed a gathering of tourism in the ancient city.

"Jiao Yulu's hometown" Boshan County, the implementation of the "tourism +" concept, the promotion of the "tourism + culture" strategy, the construction of Jiao Yulu cadre education college, Taoliu ancient town, red leaf persimmon ideal village, Jiulongyu mountain Liuli Park and other projects; Promote the "tourism + agriculture" strategy, and hold large-scale special agricultural product picking promotion activities such as kiwi fruit picking strawberry picking and apple picking for consecutive years, and Zhonghaoyu Village was rated as a national demonstration site for leisure agriculture and rural tourism; Promote the "tourism + sports" strategy, and successfully introduce sports tourism events such as the Shandong Half Marathon, the International Half Marathon, and the Shandong Triathlon Championship; Promote the "tourism + industry" strategy, "provincial industrial tourism demonstration base" Jinxiang Liuli, "provincial tourism commodity research and development base" Xiye Workshop and other enterprises to explore a new way out of the integrated development of industry and tourism; Promote "tourism + health care", solidly promote the construction of the Baishan traditional Chinese medicine health tourism demonstration base, and become a new model for the conversion of new and old kinetic energy in the province; Promote "tourism + festivals", and hold seven consecutive festivals such as the China (Boshan) Liuli Culture and Art Festival, the 18th Gourmet Beauty Culture Festival, and the Kaiyuan Cave Cherry Blossom Festival, forming a characteristic festival brand with the theme of Liuli culture, food culture, and rural culture. Boshan District concentrates on the construction of rural tourism agglomeration areas and the construction of beautiful villages, leads the integration and innovative development of industries through characteristic cultural tourism brands, and creates a "cultural tourism and agricultural workers" to build a global tourism development pattern.

Shan County has built a tourist scenic spot group covering more than 30 scenic spots, improved urban tourism functional areas such as urban parks, museums, memorial halls, and art galleries, rationally laid out rural tourism, and created rural tourism clusters through the development of tourist villages and famous towns, and in 2017, it was rated as a demonstration county of leisure agriculture and rural tourism in Shandong Province; Construct special catering and shopping blocks such as Baima Food Street and Shunshi Leisure Block, hold tourism and performing arts activities with strong local cultural characteristics, and hold national sports events, marathons and other events to enhance the sense of experience and participation; Research and development of Shan County mutton soup, Luohan ginseng, asparagus, yam, four gentlemen wine, peony lipstick and other series of tourism shopping products and cultural and creative products, and cultivate the "single raising thousand autumns" brand; Through promoting the integration of business formats, we will cultivate a number of tourism routes such as historical and cultural tourism, red education tourism, ecological leisure tourism, parent-child picking tour, science and technology research and study tour, Traditional Chinese studies education tour, and gastronomic experience tour.

The sixth is the transformation of the mechanism to ensure high-quality innovation momentum.

The difference between the cultural tourism industry and other industries is that it needs a long cultivation cycle and the development factors of all parties need to form a synergy. High-quality development requires efficient guarantees in terms of high-quality policies, land, capital, talents, and markets. Those global tourism demonstration zones that can achieve an overall turn in a relatively short period of time have undoubtedly made an unconventional mechanism transformation, providing a strong momentum for the efficient development of the cultural tourism industry.

Qihe County has opened up a "green channel" for tourism projects, provided "nanny-style" services, properly solved problems in approval and construction, and facilitated the landing of projects. Issued the "Measures for the Management of Special Funds for Tourism Development in Qihe County", and set up special funds for tourism development to focus on global tourism development; Establish the state-owned enterprise Qihe Tourism Development Co., Ltd., responsible for the revitalization, development and operation of the county's state-owned tourism resources, as well as the construction of tourism supporting systems such as tourism public service facilities, boutique homestays, leisure style blocks, and tourism shopping blocks in the county, set up special support fund condominium accounts for major cultural tourism projects, promote project development, and form a market mechanism of overall coordination, comprehensive management, and industry self-discipline. Revitalize more than 8,000 mu of idle land resources for the landing construction of major projects. On the basis of investing 5 billion yuan to build a smart city, the Qihe Tourism Big Data Center was built with high standards; The Qihe Passenger Transport Center, which has invested 100 million yuan and built in accordance with the standards of the national first-class automobile passenger transportation center, has been operated; Invest 2.8 billion yuan to build and renovate 14 backbone highways to form a large tourism transportation system of "three rings, six verticals and eight horizontals"; Investing 2 billion yuan to implement the eco-city landscape improvement project, it is precisely because of such a large government investment and support that Qihe Cultural Tourism has ushered in a leapfrog transformation from scratch and from existence to excellence.

Zhangqiu District prepares a global tourism development plan and supporting plan, pays attention to "multi-planning", integrated development, and forms a tourism planning system with the global tourism development plan as the guide, scenic spot construction planning and special planning as the focus. Since 2016, the district finance has accumulated more than 700 million yuan of special funds at all levels, introduced the management measures for loan discount subsidy funds for key tourism construction projects and preferential policies for tourism investment, and obtained 50 million yuan of financial support funds from banks and 2 billion yuan of credit funds for capital operation, ensuring the investment of global tourism funds. Special policies have been introduced for development and reform, finance, urban construction, transportation, etc., giving priority to supporting the development of global tourism; Innovate the supply of tourism land, and give priority to the arrangement of land for tourism projects such as Xiuyuan River Scenic Area, Wildlife Park, and Overseas Chinese Town.

The financial co-ordination department of Taishan District has funded 1.07 billion yuan for the development of the tourism industry, compiled more than 10 tourism plans, and formed a planning system of "global area - tourist resort - characteristic town - characteristic village"; Strengthen the guarantee of tourism talents, establish the Taishan Tourism Vocational Education Group, carry out professional learning, pre-job training, and targeted training, create an industry-university-research consortium, and focus on cultivating tourism application service talents and compound talents. More than 2,000 people have carried out professional training in rural tourism, tourism safety, scenic spot management, publicity and marketing. Cadres are selected to exercise on temporary posts, and young cadres are organized to carry out tourism service guidance in rural areas every year.

Zoucheng City set up a cultural tourism integration development command to coordinate the scheduling, issued the "Zoucheng City to accelerate the integration of cultural tourism development of several policies", the municipal finance every year to spend 30 million yuan of cultural tourism development funds, specially used for cultural tourism support awards. Coordinate and integrate funds for transportation, water conservancy, land, forestry and other industries, and invest more than 800 million yuan in the construction of major tourism infrastructure and public service facilities, providing strong support for tourism development. Diversified input mechanism, through risk compensation, guarantee subsidies, loan discounts, awards in lieu of compensation and other leverage mechanisms, leverage financial capital, social capital into the tourism industry, and make the "tourism cake" bigger. At present, there are 21 tourism projects that have been included in the city's key projects, covering agriculture, industry, culture, health care, leisure and other fields, with a total investment of 5.6 billion yuan.

Just as the Yellow River is the central axis of Chinese civilization, the Yellow River is also the central axis of the Land of Qilu, whether it is the "Shanshui Sage Line" composed of Taishan, the Yellow River and Confucius, or the Excellent Traditional Chinese Cultural Tourism Belt with Jinan-Tai'an-Qufu-Zoucheng as the core, the Yellow River Basin has always been the brand agglomeration area of Shandong cultural tourism, and the high-quality coastal "Wonderland Coast" constitutes a clear spatial pattern and market recognition of Shandong Cultural Tourism.

However, whether it is the development of the industrialized economy or the process of urbanization, the Yellow River along the Yellow River is obviously lagging behind the coastal line. With the sound of the horn of ecological protection and high-quality development of the Yellow River Basin, the construction of the Yellow River Cultural Boutique Tourism Belt, and the landing of national cultural parks such as the Yellow River, the Grand Canal and the Great Wall, the Yellow River Basin has ushered in new opportunities to build a development pattern of "sea and land overall urban-rural integration", which is the strategic positioning of Shandong in the new era to promote the transformation of new and old kinetic energy to achieve high-quality development. From this point of view, the development practice of global tourism in the Yellow River Basin has laid a certain mechanism foundation, industrial foundation and market foundation for the construction of the Yellow River Cultural Boutique Tourism Belt and the realization of the ecological and high-quality development of the Yellow River Basin, and explored the excellent experience of innovation and development that requires a large vision, overall view and cohesion.

"Located in the lower reaches of the Yellow River, work hard to work upstream!" A brand-new Shandong will send out the strongest sound of the new era in the rhythm of the "Yellow River Chorus".