Qilu Evening News Qilu one-point reporter Shi Wenjing
Penglai District is located at the northernmost tip of Jiaodong Peninsula, bordering the Huangbo Sea, known as the "Wonderland on Earth". The land area is 1,007 square kilometers, the sea area is 506 square kilometers, the coastline is 64 kilometers long, and the population is 410,000. With a long history, profound culture, excellent ecology and rich resources, Penglai was born because of the "Pavilion" and named after the "Immortal", and is the only domestic famous coastal tourist destination in the province that gathers 2 5A-level scenic spots and 1 national-level tourist resort, and is also the core leading area of Yantai's "two cores, two belts and three highlands" cultural tourism high-quality development pattern. It has won the honorary titles of National Historical and Cultural City, China Excellent Tourism City, Chinese Environment Model Award, National Leisure Agriculture and Rural Tourism Demonstration County, National Blue Tourism Demonstration Base, and National Global Tourism Demonstration Zone.
In recent years, Penglai District has actively integrated into the "Hospitality Shandong Wonderland Coast" cultural tourism branding strategy, given full play to the leading and demonstration role of one of the "two cores" of the city's cultural tourism industry, adapted to local conditions, relying on local advantageous resources and advantageous industries, actively cultivated new tourism formats such as wine tourism, study tourism, night tourism, boutique homestays, Penglai cultural and creative, marine tourism, etc., and took the cultivation of new tourism formats as the starting point to further activate the tourism resources of "Xiange Sea" in the north, "Jiuhu Horse" in the central region, and "Mountain Forest Spring" in the south. It has opened up the framework for the high-quality development of the tourism industry, formed a tourism development pattern of "echoing mountains and seas, blending urban and rural areas, and covering the whole area", opened up a new path for the transformation and upgrading of traditional well-known tourist destinations with "new formats to empower the high-quality development of tourism" to globalization and high-quality transformation and upgrading, and provided a useful reference and reference for other traditional well-known tourist destinations in China to solve the development difficulties of "eating ancestral meals" and open up differentiated development paths in line with local realities.
Based on the advantages of leading industries, create high-end, characteristic new formats
Tourism industry and wine industry are the two dominant industries in Penglai District, Penglai District Committee and District Government highlight the commonality of the two major industries paying attention to leisure and pursuing quality, and make great efforts to develop wine tourism, and in 2020, Penglai won the "China Wine Industry Integration Development Demonstration Zone". A special work headquarters for the Qiushan Valley Area has been set up to excavate characteristic resources, gather elements and allocate, and strive to build a world-class grape and wine production area and a tourist destination. In recent years, festivals and events with distinct themes such as wine leisure tourism season, international wine festival, wine international marathon, and Qiu Valley Winery Ultra Marathon have been held successively, which has sounded the "Penglai Coast Wine" brand. At the same time, it deeply integrates elements such as Portuguese Garden, fine wine and beautiful scenery, and launches tourism products such as high-end study tours, wine and food tours, expansion group building tours, wedding travel tours, parent-child experience tours and merchant feedback tours. Among them, in terms of high-end study tours, world wine masters Zhao Fengyi and Du Mukang started a winery study tour in Penglai during the "May Day" period, and launched the "My Winery Long Life" tour. During the Dragon Boat Festival, the immersive winery experience tour is popular with tourists. In addition, as a northern coastal tourist city and summer summer resort, Penglai District takes the national tourist resort as the core, actively expands the development space of the sea, beach and shore, brings together many characteristic tourist attractions such as Penglai Pavilion, Ocean Polar World, Sanxian Mountain, Eight Immortals Crossing Haikou and Oule Fort on the coastal line, gathers high-end resort hotels such as Baolong Yijun Yiyue and Oulebao International Hotel, baolong, Yuedong Port and other entertainment and shopping comprehensive business circles, develops sea cruise experience projects, and designs penglai coastal one-day and two-day tour routes , greatly enriched the coastal leisure resort product experience.
Excavate the connotation of local culture and build a new format for the integration of culture and tourism
As a famous historical and cultural city, Penglai attaches great importance to the integration of tourism elements to reflect rich and unique cultural connotations. Since 2019, three consecutive sessions of the "Penglai Eight Immortals Cultural Tourism Festival" have been held to promote the eight immortals culture and attract tourists to participate in colorful theme activities. In 2020, the "Penglai Eight Immortals Cultural Tourism Festival" was selected as a typical case of tourism publicity and promotion in the province. On May 19, 2021, the third "Eight Immortals Cultural Tourism Festival" will be launched, which will further consolidate the cultural IP of the Eight Immortals through 15 theme activities in the three major sections of "Reading Wonderland, Enjoying the Mountains and Seas, and Immortal Life" in 4 months. At the same time, Penglai District digs deep into the charm of intangible cultural heritage, and holds various forms of intangible cultural heritage exhibition and performance activities every year on the "Cultural and Natural Heritage Day". Increase the development of intangible cultural heritage food Penglai small noodles and special delicacies such as mackerel dumplings, Qi family banquets, eight immortals banquets, etc., and support the "going out" of intangible cultural heritage cuisine. In the Spring Festival of 2020, non-hereditary heir Wang Fulu demonstrated the skills and cultural inheritance of Penglai small noodles in Serbia. Pay attention to strengthening the design and creation of cultural and creative products, and cultivate a series of cultural and creative products of "Penglai Gifts, Penglai Gifts, and Journey to the East", which are loved by tourists. In 2019, the "Penglai Youli" cultural and creative series of goods won the gold medal of the first cultural tourism commodity innovation design competition in Shandong Province. Last year, the "Maker Penglai" Eight Immortals Animation Image Design and the "Penglai Mascot" Collection and Design Competition, and the "Meet Penglai on the Gourd" - National Gourd Cultural and Creative Competition were held, collecting nearly 1,000 groups of works and selecting many excellent eight immortals animation and Penglai mascot images.
Adhere to the market demand orientation, and promote the personalized development of new formats
In the cultivation of new formats and product design, Penglai District has gradually adapted to the changes in people's consumption psychology, focusing on increasing participation experience, improving innovation, and providing more high-quality and personalized customized products. In 2018, Penglai established the Tourism Big Data Center, as a benchmark project for smart tourism in the province, and opened a "personalized itinerary customization" for tourists to realize tourists playing around Penglai with a mobile phone. This year, relying on the Tourism Industry Research Institute of Shandong University, qilu evening news jointly developed six major routes of "Looking for Wonderland" boutique study tourism, which were promoted through 130 online media, travel agencies and research institutions to meet the individual needs of researchers and scholars in different research topics such as inheriting intangible cultural heritage, seeking taste and food, and exploring science and technology. In the process of developing wine tourism, we have developed 4 customized tourism routes such as "Alcohol Tasting", "Yue huo", "Wei drunk hill mountain" and "Drunken Immortal Sea" to accelerate the promotion of wine characteristic boutique niche tours. Since the beginning of this year, it has received more than 10,000 people from wine niche tourists, driving tourism consumption of more than 20 million yuan.
Focus on the development of shortcomings and weaknesses, and achieve leapfrog development of new formats
In the years of development practice, Penglai District has opened up a large framework for the high-quality development of global tourism from north to south and from shanhai to urban and rural linkage, but there is still a lot of room for efforts to promote the transformation and upgrading of tourism from sightseeing to leisure vacation. In view of this, Penglai District focuses on improving the weaknesses of the short board, promotes the leapfrog development of new formats from scratch from weak to strong, and continuously promotes the transformation of Penglai from sightseeing tourism to leisure and vacation tourism with multiple formats. For example, based on the fact that Penglai night tourism economy is not prosperous enough to effectively retain tourists, Penglai District relies on the promotion of national, provincial and municipal policies at all levels to accelerate the development of night tourism, and has initially formed a night cultural tourism industry consumption agglomeration area represented by Baolong Maritime Immortal Street, Dengzhou Ancient Street and Gulou Night Market. In addition, Penglai District strengthens the integration of tourism and industrial manufacturing, and actively develops industrial tourism products such as wine brewing, digital 3D printing, and deep processing of seafood. COFCO Great Wall Wine Co., Ltd. won the title of National Industrial Tourism Demonstration Site, and in 2020, Junding Winery was awarded the "Shandong Provincial Industrial Tourism Demonstration Base". In recent years, the protection of cultural relics in Penglai District has been at the forefront of the province, and on the basis of strengthening the protection of cultural relics, we have strived to revitalize cultural resources and promote industrial transformation. Promote the development of red spots such as the Qi Jiguang Memorial Hall, the Jiaodong Aigushan Anti-Japanese Base Comprehensive Education Practice Base, the Monument to the Eighth Route Army's Advance into the Northeast Sea Crossing, the Xiahou Sumin Memorial Hall in Daxindian Town, and the Muxiang Library, and promote the in-depth development of red education tours. In March this year, a set of CCTV "Central News Network" made an in-depth report on the representatives of party members from various industries in Penglai, Shandong Province, who visited and studied at the memorial hall of the Anti-Japanese Base Area in Aigu Mountain, and transformed the results of their learning into the driving force of civil service.
New formats have achieved remarkable results in enabling high-quality development
With the cultivation of new formats as an important engine, Penglai breaks through the single tourism pattern, comprehensively integrates superior resources, plans the industrial layout of the whole region, and drives the whole region to achieve high-quality development of mountains and seas. In 2019, the district received 12.03 million tourists and a comprehensive tourism income of 10.9 billion yuan. In the first half of 2021, the number of tourists received in the whole region has basically recovered to the same period in 2019.
Penglai has been exploring and realizing the industrial layout of "guided by the needs of tourists at home and abroad". With Penglai Pavilion as the carrier and "fairy culture" as the connotation of "oriental mythology" tourism, wine tourism on the oriental wine coast, research and study tourism integrating education and tourism, and boutique homestays with cultural tourism innovation, etc., Penglai has formed the four fulcrums of Penglai's "industry, source of customers and services", realized the industrial layout of "going to the world", and is striving to build a world-class cultural tourism scenic spot.
Through the cultivation of new formats such as wine tourism, study tourism, sports tourism, and night tourism, Penglai has activated resource elements such as "xian, pavilion and sea" in the north, "wine, lake and horse" in the middle, and "mountains, forests and springs" in the south, opening up a framework for the high-quality development of global tourism. It has formed a tourism development pattern of "echoing mountains and seas, integrating urban and rural areas, and covering the whole region".
Penglai has broken through the traditional sightseeing mode of "going to Penglai and seeing Penglai Pavilion", building Penglai's advantageous resources into a new tourism format from a new perspective, promoting the transformation of Penglai from sightseeing tourism to leisure and vacation tourism with multiple formats, from the past "transit station" to "destination", sightseeing tourism into leisure vacation, and the comprehensive benefits continue to be released.
Penglai has innovated and launched wine tourism, high-end research, Maritime Silk Road Museum, Polar Ocean World, low-altitude flight, Xianyuan Penglai Water Dance Light Show and other boutique formats, forming a strong support for the high-quality development of Penglai cultural tourism. For example, the Penglaiqiu Valley Wine Leisure Experience Zone is dominated by "wine tourism" and is multi-state integrated, and has been awarded the "first batch of rural tourism cluster areas in Shandong Province". Successfully built 1 national research and practice education base for primary and secondary school students, 4 provincial-level research bases, and developed ten high-quality research courses such as "Passing on the Charm of Wonderland" and "Exploring Traditional Chinese Ship Science". It has cultivated a series of cultural and creative products such as "Penglai Gifts, Penglai Gifts, and Journey to the East", among which the hospitality Taodu Table Lamp won the gold medal of the National Peach Wood Tourism Commodity Innovation Design Competition.