Work together to solve problems and find new paths——
Zhejiang Ninghai Tourism bucks the trend and breaks through
Our reporter Yu Jindong
Ninghai County, Zhejiang Province, the opening place of "Xu Xiake's Travel Notes" and the birthplace of China Tourism Day.
Since April this year, several scenic spots in Ninghai, such as Qiantong Ancient Town, Lianghuang Mountain, and Xujia Mountain, have been temporarily closed due to the epidemic.
At present, although these scenic spots have gradually resumed opening, they have missed the "golden period" of spring travel.
At present, the spread of the new crown pneumonia epidemic in the country has brought a heavy blow to the tourism industry. Many scenic spots are facing temporary closures and fewer tourists.
Under the normalized prevention and control of the epidemic, Ninghai's tourism industry is moving forward with a heavy burden.
Working together to solve problems and find new roads has become the only way for this small town on the coast of the East China Sea.
Ninghai in "Quiet" to be solved
"From Ninghai to the west gate. The clouds are scattered, the sun is bright, the people are happy and the mountains are bright..." More than 400 years ago, on May 19, 1613, a generation of travel saint Xu Xiake began to travel the world from Ninghai, a small town in eastern Zhejiang.
May 19 every year is also known as China Tourism Day.
Since 2002, the 19th Xu Xiake Tourism Festival has been held here, and the tourism industry has become a "golden business card" for the local area.
The reputation of Ninghai is well-deserved.
It is close to the two major harbors of Sanmen Bay and Xiangshan Port, and borders the two mountain ranges of Tiantai Mountain and Siming Mountain. The forest coverage rate reaches 63%. The Shenhui Hot Spring, which is known as "the first forest hot spring in East China", has excellent water quality and air quality. More than 90%; Qiantong Ancient Town, the filming location of Chen Yifei's posthumous work "The Barber"; Wushan Grottoes, which has a thousand-year-old love for the seaside and hidden rocks in the mountains; The original ecological stone cultural village Xujiashan... The contribution of the added value of tourism to the regional GDP is 7.36%.
Since 2002, Ninghai has promoted the deep integration of tourism and culture with the help of the Xu Xiake Tourism Festival.
Especially since last year, Ninghai has leveraged the cultural and tourism resources census and the cultural gene decoding project. On the basis of sorting out the county's festival resources, Ninghai has integrated Xiake Kaiyou, red makeup wedding customs, and township festival brands to promote the integration of festivals, culture and tourism. Reform, An IP matrix of "Ninghai is Beautiful" is formed with the cultural and tourism brand of "Jingcheng·Ninghai" as the main line, and festival activities have become an important platform for promoting the brand, shaping the image, expanding the market and promoting consumption.
The Kaiyou Festival is not only a festive feast, but also an important display platform for cultural tourism to set up a stage, industrial singing, and promote the high-quality development of Ninghai's cultural tourism industry.
In each Open Travel Festival, set up business negotiation activities such as the Traveling Business Conference, attracting a group of investors such as Lvmom to settle in. In the past three Open Travel Festivals, a total of 27 cultural and tourism projects have been attracted, with a total investment of over 20 billion yuan.
Driven by the opening of the festival, the "one town, one town, one product" project has been implemented simultaneously in all parts of Ninghai, and more than 50 features such as the Qiantong Lantern Festival, the Huchen Peach Blossom Festival, and the Gehong Cultural Festival have been created throughout the county. Festivals, festivals have become an important carrier for Ninghai to build a city brand and boost the prosperity of the people and the strong villages in the county.
However, the recent spread of the new crown pneumonia epidemic has restricted the flow of scenic spots in Ninghai County, temporarily closed some scenic spots, suspended dine-in in hotels, and greatly reduced the scale of travel agencies accepting groups... Ninghai tourism has calmed down and slowed down.
In Qiantong Ancient Town, known as "Lijiang in East Zhejiang", in order to reduce the risk of crowd gathering and ensure the safety of tourists and aboriginal residents of the ancient town, the ancient town was temporarily closed for 18 days from March 31 to April 17 this year.
In April last year, the number of tourists in Qiantong Ancient Town exceeded 40,000.
The epidemic has also had a positive impact on travel agencies. March and April each year are the peak seasons for recuperation and spring tours. However, affected by the epidemic this year, travel agencies are strictly implementing the policy of "do not organize tours to medium and high-risk areas, and do not accept tour groups from medium and high-risk areas." "At the same time as the regulations, the scale of intra-provincial travel and intra-city travel teams has also been further reduced.
Old scenic spots incubate new formats
In the past "May 1st" holiday, many scenic spots in Ninghai rely on the characteristics of the scenic spots to adapt to local conditions, actively seek changes, and make in-depth explorations and innovative attempts around the needs of tourists.
In Xujiashan Village, Ninghai County, as a national AAA-level scenic spot, it has a history of more than 700 years and is the most complete ancient stone house village in Ningbo. However, due to the development of a new tourism product - RV Camping Park, a group of local camping enthusiasts have been welcomed. There are those who bring their own tents and rent a car, and there is also a rare "hard to find a car" in the camp. Reserving an RV for the weekend needs to be at least one week in advance.
"RV camping was a niche tourism in the first two years, but it has become more and more popular in the context of the epidemic because of the small number of contacts and the openness of the outdoors." Jin Pei, head of Xujiashan RV Camping Park, told reporters that in the normalization of epidemic prevention and control Under the general environment, the epidemic situation in surrounding cities has repeatedly blocked the footsteps of many people from long-distance travel, but it has accelerated the new trend of short-distance and high-frequency travel and vacations such as surrounding tours and short-distance tours. Camping has become the fastest growing "explosive". payment".
Xujiashan Village attracts tourists by integrating resources such as outdoor camping and rural experience, breaking the single tourism model of "Stone Village", providing a more sustainable development impetus for the revitalization of Ninghai's rural areas, and driving a more clustering effect and more sustainable development. Diversified regional tourism.
Xujiashan Village, once a popular spot for internet celebrities to check in, has seen a sharp drop in tourists under the impact of the epidemic, "This year, the epidemic has repeated, the scenic area has not been open for a long time, and the people's awareness of self-prevention and control is also very strong, and the tourists in the village have changed. There are a lot less, and the villagers’ agricultural and sideline products are all unsalable.” Dai Shenyi, secretary of the Party branch of Xumin Village, found that the craze for RV camping seems to have brought new vitality to the tourism in the ancient village.
"We booked an RV tonight. We heard that there is an ancient village on the mountain, so we came up and strolled around." said Mr. Lin, who was asking the price of dried bamboo shoots made by the villagers.
It is understood that while RV camping brings passenger flow, the economic consumption vitality of the village has also been greatly improved.
"In the past, our restaurants were fully booked. This year, our business is not good. Once the scenic spot is closed, we will have no business. Now we are satisfied with one or two tables every day." Ye, owner of Tongbanshi Farmhouse in the scenic spot cultivate said.
Dai Shenyi told reporters that while receiving these "hard-won" tourists, the scenic spot adheres to measures such as "current limit and peak shift", controls the scale of reception, prevents people from gathering, and strictly implements epidemic prevention measures.
The epidemic is both a crisis and an opportunity
This year, the Ninghai County Party Committee proposed to "make a good combination of five major innovations and play the strongest voice for the advanced position", and called on the county to take the "global tourism deepening project" and "cultural tourism enterprise echelon cultivation" as breakthroughs to implement in-depth implementation. Eight major cultural and tourism system projects such as "panoramic urban-rural co-construction, full-chain industrial integration, and omni-channel brand marketing", internal training of internal skills and external brand promotion, allow Ninghai tourism to achieve a breakthrough against the trend under the epidemic.
Digital empowerment is a starting point for Ninghai's tourism industry to break through.
Not long ago, another heavyweight scenic spot was added to Qiantong Ancient Town.
"The ancient town is no longer about looking at old buildings, but to let tourists participate and stay in the ancient town." Zheng Lianya, deputy general manager of Qiantong Ancient Town Tourism Co., Ltd., said that the museum uses big data and AI as the cornerstone of interactive new technology. Integrate IP resources such as poems, scenic spots, historical relics and non-genetic theories in the whole area of Ninghai, forming a new scenic spot integrating digital culture and tourism that can be seen, heard and experienced.
Soon, the former residence of Pan Tianshou, a master of traditional Chinese painting, will also be opened in a new way. Its virtual exhibition hall is in full swing, and the graphic data of a number of precious cultural relics such as “Red Robe” and “Changing Yang Horse” are being sorted out. You can enjoy the national treasure-level cultural relics with a click of your mobile phone.
According to reports, Ninghai has identified 11 first-level businesses including digital protection and development of cultural and tourism resources, 43 second-level businesses including construction and management of public service facilities, 186 third-level businesses including library construction and management, and 77 external collaboration points. .
Measure the maximum carrying capacity of tourism reception capacity, scientifically formulate tour routes and products, and achieve full coverage of 4A-level and above tourist attractions with “reservation, current limit, and peak shift”; strengthen the sharing and integration of traffic big data and tourism travel data, and launch electronic tours Maps and electronic navigation... The implementation of a series of digital cultural tourism transformation projects has promoted the quality and upgrading of Ninghai's tourism industry.
The "micro-transformation and refinement" of the tourism industry that starts small and enhances the tourist experience is another starting point for Ninghai to break through against the trend.
On the premise of not engaging in large-scale demolition and construction, starting from excavating cultural connotations and enhancing tourists' micro-feelings, we will strive to create a group of tourism products with exquisite experience, excellent facilities, beautiful scenery, careful service and sophisticated operation.
Since the beginning of this year, Ninghai has comprehensively accelerated the pace of "micro-transformation and refined upgrading" of the tourism industry. At present, 344 tourism "micro-transformation and refined upgrading" projects have been put into storage, and 244 projects have been completed.
These projects are strung together as a chain, with lines and surfaces, connecting Ninghai Forest Hot Spring Avenue, Ancient Town Rural Rhythm Scenic Route, Damei Nanwan Scenic North Route and many other beautiful routes across the whole area of Ninghai, promoting rural customs, coastal sports, forest hot springs, The tourism sectors such as ancient town health preservation and urban core are all dressed up, realizing the high-quality improvement and high-quality development of Ninghai's tourism industry in the post-epidemic era.
"The epidemic is both a crisis and an opportunity. Ninghai starts from the aspects of tourism 'products, quality, brand', etc., and makes every effort to write the second half of the global tourism 'article'." Zhang Changfang, director of Ninghai County Culture, Radio, Television, Tourism and Sports Bureau, said, "We will Deepen the project leadership, while speeding up the construction of tourism projects such as Dazhuang Valley, attract and create a group of attractive new tourism formats with strong consumption-promoting ability, and introduce 'explosion points' for Ninghai tourism. Deepen and refine and continue to promote; The 'micro-renovation, refined upgrade' project starts from multiple dimensions such as infrastructure, service quality, and market operation, and realizes the transformation from 'extensive' to 'refined' tourism in Ninghai. Deeply cultivating the 'Jingcheng' brand, relying on hot springs, ancient towns, and coastal areas , villages and other excellent resources, explore the connotation of cultural tourism, and fully demonstrate the image of 'Ninghai is full of beauty'."