Jinan, Shandong: Yellow River Cultural Tourism Belt Beaded
Shandong correspondent Su Rui
The creation of an internationally influential Yellow River cultural tourism belt is inseparable from the overall shaping and restoration of historical and cultural features.
As an important city along the Yellow River in Shandong, Jinan has seized opportunities in recent years, focusing on strengthening planning and guidance, integrating and upgrading resources, accelerating cultural and tourism integration, and optimizing brand image. The promotion and promotion of the Yellow River culture has achieved stage results, which have effectively boosted the local area. Conversion of new and old kinetic energy and economic and social development.
Create a model for the cultural heritage of the Yellow River Basin
Zhangqiu District is located in the east of Jinan City, with a total area of 1,719 square kilometers and a registered population of 1.055 million.
In the past few years, Zhangqiu District has made great efforts to build five major districts of "Mountain Springs, Rivers and Lakes City", changing the original situation of scattered and small-scale tourism development, and realizing a butterfly change in Zhangqiu's tourism development.
Mountain, namely Dahu Mountain Scenic Area of Zhangqiu National Forest Park, systematically carry out functional repair and ecological restoration to create cultural tourism resorts, cultural and creative highlands, and well-being places; springs, namely Mingshui Ancient City International Spring Water Tourist Resort, and Wuzhen Chen Xianghong Teamwork, investing 20 billion yuan to build Mingshui Ancient City, building the city’s core living room and the core engine of urban economic development; the river, the 40-mile scenic belt of Xiuyuan River, investing 50 billion yuan to build the cultural and tourism complex of Overseas Chinese Town, and complete Jinan wildlife The world relocates and strives to build a tourist belt, industrial belt and cultural tourism cluster in eastern Jinan; the lakes, namely the Baiyun Lake, Donghu Reservoir, and Baiyun Reservoir "Three Lakes Wetland", implement the Baiyun Lake Fishing Retirement Project, and the wetland area reaches 40,000 mu. Introduce Zhangqiu Changlu International Tourism Resort, Blue City Baiyun Lake cultural tourism and health care projects to create a unique charm "Water Village Baiyun" tourism and health resort; the city, namely the new industrial city of Jidong, frees up 20,000 acres of potential Use space to plan Jinan's modern equipment manufacturing base to create a vibrant new industrial city in Jidong.
According to Zhi Liang, Secretary of the Party Leadership Group and Director of the Jinan Municipal Bureau of Culture and Tourism, the Jinan Municipal Party Committee and the Municipal Government clearly proposed that Jinan should build the development position of a "model area for cultural protection and inheritance in the Yellow River Basin".
Under this overall positioning, the Jinan Municipal Bureau of Culture and Tourism will give full play to Jinan’s profound historical and cultural heritage and high cultural resource endowment, and take the creation of the “East Asian Cultural Capital” as the guide, build a bridgehead for East Asian cultural exchanges, and deeply integrate into the “Belt and Road”. To build a protection and inheritance system for the Yellow River culture and Chinese civilization, and build Jinan into a leading city for the development of the Yellow River cultural tourism and an important gateway for world civilization exchanges and mutual learning.
The Jinan Municipal Bureau of Culture and Tourism proposed to use the ecological corridor of the Yellow River embankment in Jinan as a link, give play to the cultural characteristics of different regions and counties along the Yellow River, adhere to regional linkage, beaded into a chain, and connected to form a cultural tourism corridor along the Yellow River. Mainly, together with the "Landscape Sage" Chinese cultural pivot to build a support for the development of Jinan's Yellow River cultural tourism.
On this basis, efforts will be made to build the core area of the Yellow River cultural landmark, as well as the legendary ancient village of the Yellow River, wetland oasis, farming pastoral, dynamic experience, hot spring health and wellness five clusters, to build a "one corridor, one axis, one core and five clusters" spatial layout to promote the layout Rationalization, agglomeration of resources, and coordination of development.
Expand the supply of themed cultural tourism products
The Yellow River flows in from Dong'e Town in Pingyin County in Jinan and flows out from Renfeng Town in Jiyang District. It flows through 9 districts and counties. These districts and counties have different resource characteristics and have advantages in the development of cultural tourism.
The Jinan Municipal Bureau of Culture and Tourism takes the guidance of districts and counties to create a global tourism demonstration zone as a starting point to promote the development of the Yellow River cultural tourism belt, focusing on guiding the districts and counties to establish a global tourism management system and mechanism, integrate tourism resources, integrate cultural elements, and improve tourism infrastructure. Highlight the creation of bright spots, and promote the integrated development of tourism and various industries.
At present, Jinan City has established one national full-scale tourism demonstration zone and two provincial-level full-scale tourism demonstration zones.
The Shandong (Jinan) Lehua City project is located in the Binhe area of Jiyang District and the west bank of the Yellow River. It has a planned total land area of 3116 acres and a planned total investment of 20.5 billion yuan. It is an experiential tourism ecology integrating cultural tourism, leisure vacation, entertainment and shopping. The cultural industry project is China's first happy-themed ecological resort.
As one of the projects of Lehua Group's national strategic layout, this project is to create a one-stop leisure and vacation tourism destination integrating "food, housing, transportation, travel, shopping, and entertainment".
The project is based on Qilu culture, Confucian culture, and Yellow River culture, and relying on the original ecological environment to deeply explore the essence of Shandong local history and culture, realize the diversity of performance entertainment, immersive cultural experience, and commercial residence series product portfolios, and build a large scale A joyful theme resort project integrating globalization, internationalization, ecologicalization, and human culture.
It is understood that based on the protection and inheritance of the Yellow River culture, Jinan City proposes to accelerate the planning and introduction of the Yellow River cultural tourism project, enrich the supply of cultural tourism products, improve the level of public services, and promote the high-quality development of cultural tourism.
Zhi Liang said that the transformation of Jinan's cultural advantages into strong development momentum requires scientific overall planning.
The local area is currently planning to implement a number of Yellow River cultural tourism projects such as the International Expo City, the Yellow River Cultural Museum, the Yellow River International Conference Center, Quehua Plaza, and the Yellow River Centennial Railway Bridge Cultural Park. It is planning the construction of cultural centers and promoting the holding of activities such as the Yellow River Music Site in China. Cultivate creative design, film and television, performing arts, arts and crafts and other business formats.
Focusing on the creative transformation and innovative development of the Yellow River culture, Jinan will also promote the development of new business formats such as industrial tourism, health tourism, sports tourism, and research tourism. Quality of travel consumption.
Deepen the integration of intangible heritage and tourism, and create a number of intangible heritage scenic spots, intangible cultural heritage tourism theme routes, and intangible cultural heritage tourism experience bases.
Promote the Yellow River Culture in the New Era from Multiple Perspectives
The Jiaojia Ruins are located in the west of Jiaojia Village, Longshan Sub-district Office in Zhangqiu District. They are mainly distributed in the farmland area between the villages of Jiaojia, Suguan, Dongjia and Heyangdian. The famous Longshan and Yueshi cultural sites are in the south. Chengziya is only 5 kilometers away.
In recent years, the Jinan Municipal Bureau of Culture and Tourism, in conjunction with relevant units, has organized many public archaeological activities at the Jiaojia Site in order to further enhance the appeal and appeal of the Yellow River culture.
In recent years, Jinan has thoroughly explored and sorted out the rich connotations of the Yellow River culture, highlighted brand leadership, improved brand publicity, built a comprehensive, three-dimensional, and multi-angle cultural brand publicity pattern, and expanded the brand effect and external influence of Jinan Yellow River culture.
Focusing on the history and culture of the Yellow River in Jinan, social changes, life style, character style and other topics, the local area has launched a number of masterpieces of art, compiled a series of books that tell the story of the Jinan Yellow River culture, designed and developed the Yellow River cultural and creative products, and launched a batch of "Spring·City" "High-quality cultural IP with the theme of literature, film and television, performing arts, and arts and crafts with the Yellow River as the theme, make full use of the advantages of integrated media to create a batch of local cultural brands branded with the cultural imprint of the Yellow River and Jinan, showing the charm of the Yellow River, Qilu, and Quancheng.
The relevant departments of Jinan City also designed and produced hand-painted maps of Jinan Yellow River Cultural Tourism, Yellow River Cultural Tourism Guide and Top Ten Yellow River Theme Cultural Tourism Product Manuals, launched the Yellow River Cultural Tourism Promotional Video, and launched the Yellow River Cultural Tourism Micro-Video and Yellow River Cultural Tourism Audio Works Collection.
Deepen the "1+N" cultural tourism promotion model, do a good job in the promotion of Yellow River cultural and creative products, actively participate in the province's "joint promotion and bundled marketing" activities, and carry out the Jinan Yellow River cultural image promotion on CCTV and other platforms.
To host the China Opera Festival and the National Book Trade Fair with high standards, and innovatively organize activities such as the International Orientation Seeking Spring Competition and the "Big River Pentium" Art Exhibition in the capital cities of the nine provinces and regions along the Yellow River to enhance the brand communication power of "Cultural Jinan".
In addition, the Jinan Municipal Bureau of Culture and Tourism has also strengthened exchanges and cooperation with cities along the Yellow River, jointly planning, designing and improving the Yellow River cultural tourism brand identity system, coordinating the construction of the Yellow River cultural tourism standardization service system, and promoting the optimization of cultural tourism resources in cities along the Yellow River. Configure, jointly create a group of influential cultural activities, sports events, and tourism products, and discuss and seek joint construction and co-governance to protect, inherit and promote the culture of the Yellow River.
Accelerate the promotion of the “Jinan Spring·City Cultural Landscape” application, give full play to the role of the Shandong Yellow River Basin Urban Cultural Tourism Alliance platform, strengthen the cultural and tourism integration linkage and cooperation of the provincial capital economic circle, and promote the “Ten Ones” project of cultural and tourism integration.
Implement the "Jinan Tourism Promotion Ambassador" project, take Yellow River cultural tourism promotion as an important content, disseminate outstanding Yellow River cultural works, and promote Chinese culture to "go out".