Hangzhou in early winter is like heaven, golden ginkgo biloba, fiery red maple leaves, as in the painting, poetic flow. On December 10th, the 2020 Cultural Tourism New Format Development Dialogue and the 4th Independent Travel Designer Festival were held in Hangzhou, where scholars and independent travel designers from all walks of life gathered at Lakeside University to carry out cross-border dialogues and discuss the new realm of cultural tourism.
The event was guided by the Department of Culture and Tourism of Zhejiang Province and the China Yellow River Cultural and Economic Development Research Association, hosted by the Zhejiang Provincial Culture and Tourism Publicity and Promotion Information Center and Daydream Travel, jointly organized by the People's Government of Yuhang District of Qianjiang City Channel of Zhejiang Radio and Television Group, the People's Government of Deqing County, and the People's Government of Songyang County, and supported by the Zhejiang Merchants Cultural Center of the Zhejiang Chamber of Commerce.
Poetry painting Zhejiang is not only a poem with moving rhythm, but also an ink painting with divine rhyme. "Poetry painting Zhejiang" is the golden business card of Zhejiang, where the global tourism is in full swing, rural tourism is blooming everywhere, the hundred counties and thousands of bowls of food brands have begun to appear, and the construction of four poetry roads has been comprehensively promoted.
Experts and scholars, leaders in the cultural tourism industry, independent travel designers and related industry practitioners, including artists, architects, representatives of investment institutions, etc., participated in the event, deeply discussed the various problems and opportunities of the "Storm Eye of the Cultural Tourism Industry", launched a dialogue on the "new formats and new trends" of the industry, and helped tourism destinations to truly and effectively carry out travel design, and create and truly land some new cultural tourism formats.
Wang Jun delivered a speech
Wang Jun, member of the Party Group and deputy director of the Department of Culture and Tourism of Zhejiang Province, delivered a speech for the conference. In his speech, he said that the sudden epidemic in 2020 has had a serious impact on the cultural tourism industry, and the industry has encountered severe tests. With the active response of party committees and governments at all levels, as well as the concerted efforts of the vast number of cultural and tourist people to overcome the difficulties of the times, the recovery of the cultural tourism industry has been promoted in a timely and effective manner, so that the number of tourist arrivals and total revenue in Zhejiang Province in the third quarter reached 88% and 90% of the same period last year, respectively.
Although 2020 is a difficult year for cultural travelers, it is also an opportunity to rethink and reflect on the future of the industry. The changes of the times make us rethink how to innovate and develop new formats of cultural tourism and better promote the high-quality development of cultural tourism. Holding this event is to jointly analyze and judge the new characteristics, new trends and new laws of the current cultural tourism industry with experts, scholars and industry representatives from all over the country, explore how to carry out travel design that meets people's new needs for a better life, cultivate new tourism formats, promote the transformation and upgrading of the tourism industry, and build a tourism product system, service system and industrial system that meet the development requirements of the times.
With the continuous upgrading of people's consumption and spiritual needs, people's demand for personalized tourism and high quality has become more and more prominent. The traditional group type and passive adaptation mode of travel are increasingly changing to an autonomous, self-help, free, small and beautiful mode of travel with temperature and a sense of humanistic experience. The needs of tourists have also changed from what travel agencies can bring me to what kind of spiritual experience I can get from the travel process. In this context, quality travel design has become even more important, and emerging concepts such as "independent travel designer" have emerged.
Travel design makes travel better. Good travel design is a wonderful encounter. Not only to do the route design, but also to build the quality content of the whole process; not only to enjoy the natural scenery, but also to be good at finding "new discoveries" from history and culture, and to obtain new experiences. A good trip allows people to see beautiful scenery, encounter beautiful things, and feel wonderful culture. Good travel design is a wonderful experience. It is necessary to attach importance to interpersonal interaction and exchange during travel, to develop personalized, high-quality, and in-depth immersive experience travel products, to connect the inner spiritual pursuit of tourists with external landscape and cultural resources, and to create works with heart and temperature. A beautiful trip will link the dialogue between man and nature, man and culture, and man and the world, so that the soul can get a richer experience and life will become more abundant. Good travel design is a beautiful nurturing. It is necessary to let tourists learn to be in the same frequency with nature, resonate with profound culture, and touch different civilizations during travel, so as to realize the use of tourism to transform people, improve people's connotation and quality, make people better, and promote social progress. It is necessary to cultivate a new space for hosts and guests to share a better life, and promote exchanges and interactions between tourists and tourist destinations, learn from each other, and grow together.
Only culturally empowered tourism products have lasting vitality and core competitiveness. The tourist destination of the future must be a cultural highland. To achieve good travel design, it is necessary to embed the cultural core, integrate cultural connotation and spiritual value into travel works; to achieve good travel design, it is inseparable from the deep understanding and full respect for people. We need to pay more attention to each individual's life emotions and life experiences than ever before. To achieve this kind of travel design, it is necessary to break the limitations of the industry, and participate in the participation of independent travel designers from all walks of life who have noble sentiments, professional field knowledge and unique insights, rich life experience, and unique perceptual creativity, and communicate and collide with the tourism professional field from a broader perspective and more profound thinking, creating tourism products with rich connotation and unique charm.
The most core and fierce competition in the future tourism industry must be the competition for high-quality travel designers and tour guides. It is necessary to accelerate the cultivation of outstanding independent travel designers, so that they can become creators and organizers of high-quality tourism, and become leaders and promoters of industry change. It is necessary to establish a talent pool of independent tourism designers and explore the establishment of a working mechanism system for in-depth participation in the tourism industry. To cultivate an excellent team of tour guides who can effectively land excellent tourism products, the level of tour guides determines the depth and height of the travel experience, and the tour guides must become messengers to spread culture and pass on beauty. At the same time, through the traction of high-quality travel design, it is also necessary to give the industry new productivity and vitality, actively cultivate new fashions of high-quality cultural tourism consumption, promote the upgrading of tourism services, enhance tourism service capabilities, and build a new tourism service system. It is necessary to pay more attention to all segments of the cultural tourism industry, dig deep, innovate "travel +", break through the restrictions of traditional industries through digital empowerment, scientific and technological empowerment, innovation empowerment, etc., promote the combination of dots and lines into a large business network, cultivate and stimulate new formats, adjust and optimize the industrial structure, build a new industrial system, and promote high-quality economic and social development.
He pointed out that while discussing quality travel design and advocating high-quality travel, it is also necessary to recognize that all tourism needs good design and the needs of all people should be respected. Personalized, high-quality, customized tours can not be separated from the broad masses of the people, high quality does not equal high consumption, aristocratic. Responding to everyone's needs for a better life is the responsibility and mission of cultural and tourism people.
Poetry painting Zhejiang is not only a poem with moving rhythm, but also an ink painting with divine rhyme. In order to further launch the "Poetry Painting Zhejiang" brand, this event also invited outstanding independent travel designers from all over the country and Yuhang District, Deqing County, Songyang County, these three counties (urban areas) for in-depth docking, to carry out "Poetry Road Zhejiang" and other tourism product design, looking forward to the near future, more and more high-quality tourism products will be presented to meet the people's needs for a better life.
The integration of poetry and geography, culture and tourism, history and present, content and industry, for the new format of cultural tourism, the participants carried out in-depth sharing and discussion, so that this conference stood at the head of the tide of the integration of new formats of cultural tourism industry, and fully demonstrated the charm of "poetry and painting Zhejiang".
Sun Bo
Chen Haowu
After the organizer of the event, Sun Bo, the founder of Daydream Travel, and Chen Haowu, a famous cultural scholar in China, brought wonderful opening topic sharing by the organizer of this event, Sun Bo, the founder of Daydream Travel, and Chen Haowu, a famous cultural scholar in China.
Li Xinjian
Famous cultural tourism expert Li Xinjian brought "The Future of Customized Travel" sharing, Yangming Xinxue Tour Research Expert Wang Jianchu shared "Yangming Xinxue Tour Design", famous poetry culture scholar Zhang Jing shared "Poetry painting Zhejiang - Sending Love to Landscape, Poetic Life", Tian Haicheng, chief brand officer of Aranya, brought "The Meaning of Future Communities - Aranya's Young Age", Zhang Cheng, founder of Tianyuan Oriental Investment Group Co., Ltd., shared "Pastoral Cultural Tourism and Village and Town Development", "New Weekly" founder Feng Xincheng "Pastoral, Earth's First Class Cabin" 3. The general manager of China National Geographic Camp brought "Building a Content-driven Cultural Tourism Destination", the famous psychologist Zhang Yijun "How to Design a Psychological Growth Journey - Let Travel Enrich the Soul", Sun Qian, the initiator of the China Project of the Land Art Festival, brought "The Chinese Road of Land Art", and each of the invited guests present was currently a hot expert in various professional fields, who shared their views and expectations on the future development of the cultural tourism industry through their understanding in their respective fields, and also put forward new ideas and new inspirations for cross-border integration.
Peng Min
Zhou Zhifang
Deqing Moganshan homestay, Songyang beautiful countryside, in the development of new cultural tourism formats have the strength and experience to lead the trend, at the event site, Deqing County Cpc Committee Standing Committee, Director of the Publicity Department Zhou Zhifang and Songyang County People's Government Deputy Governor Peng Min shared Deqing and Songyang in the development of new cultural tourism practice and management experience.
In recent years, all parts of the country to accelerate the promotion of cultural and tourism integration and development, is becoming the cultural industry and tourism industry to transform the development mode of the inevitable choice, the emergence of a number of representative cultural tourism integration and innovation formats, in the scene of this event, the Summer Palace, China National Geographic Zibo Camp, Fengyu Land Art Valley, the Yellow River Chain, Jiuhua Mountain, Zhejiang Province Songyang County Beautiful Rural Industry, Zhejiang Province Deqing County Moganshan, this has a mountain, Xiangyuanhua World Tourism Resort 9 new format projects, It won the Cultural And Tourism Integration Innovation Format Award selected by the China Yellow River Cultural and Economic Development Research Association.
Eleven years ago, Sun Bo, the founder of Daydream Travel, first proposed and defined the concept of "independent travel designer". Today, independent travel designers who daydream travel, travel more than 180 countries, have been traveling for more than ten years, gathering cultural travelers to empower the industry. "Independent Travel Designers Festival" is a comprehensive ecological fertile soil and communication platform for designers, since the first Independent Travel Designers Festival in 2017, it has begun to provide travel designers with copyright protection schemes and other services to empower travel designers.
At the event site, Daydream Travel also presented three awards for outstanding independent travel designers from all walks of life: the Cultural And Tourism Integration Designer Award, the Cutting-edge Solo Travel Award and the Creative Cross-border Travel Leader Award.
It is understood that after the end of the forum, the two-day "Reading Poetry and Painting Zhejiang" cultural tourism new format project inspection tour will also be opened immediately.
This inspection will go to Yuhang, Deqing, Songyang three places, from the aspects and themes of rural revitalization, rural health care, homestay upgrading, leisure and vacation, etc., to conduct field visits to the cultural tourism projects, boutique tourism products, ancient villages, resort development and other cultural and tourism content in various places, taking this opportunity to go deep into Zhejiang, while enjoying the picturesque scenery, but also tailor-made "classic" routes for poetry and painting Zhejiang travel, and promote the blossoming of new cultural tourism formats in Zhejiang and produce more fruitful results.