China News Service, Beijing, March 10 (Reporter Ren Siyu) "The sea breeze is thousands of miles away, and the flowers are in full bloom." This Spring Festival, Xunpu Village in Quanzhou, Fujian Province was overwhelmed by tourists wearing hairpins, and the hairpin circle became popular. , this originally inconspicuous little seaside fishing village is now crowded with people, like a flowing sea of ​​beautiful flowers.

　　From the hairpin flowers in Quanzhou, to the blooming flowers in Shanghai, to the snowflakes in Harbin... during this year's National Two Sessions, the cultural tourism boom became one of the hotly discussed topics among delegates.

How can traditional culture help the cultural tourism industry and turn "flash in the pan" into "blooming flowers along the way"?

  Data map: Tourists wearing hairpins visit Xuanpu Village.

Photo by China News Service reporter Zhang Bin

Digging deep into the profound culture

Turn the "traffic" of tourist destinations into "retention"

　　The cultural tourism market in 2024 can be described as "hot".

In eight days, domestic tourism across the country set a new record of 474 million tourists and a total travel expenditure of 632.687 billion yuan.

　　"It's the first time for northerners to watch a British singing and dancing performance live. It's really exciting and shocking!" A netizen shared the video excitedly.

During the Spring Festival, cultural tourism in various places continued to "spend money" to export, including exquisite intangible cultural heritage box lanterns, lively temple fairs, and many intangible cultural heritage activities that flooded social networks.

　　Since "Erbin" became popular, various places have tried their best to tap local cultural resources. As tourism activities become more and more abundant, tourists feel more and more cultural flavor.

Song Qiu, a member of the National Committee of the Chinese People's Political Consultative Conference and deputy director of the Sichuan Provincial Department of Culture and Tourism, observed, "In the past two years, consumption of intangible cultural heritage has shown explosive growth."

　　"Vigorously develop cultural industries" and "promote the protection and inheritance of intangible cultural heritage"... These goals and tasks were proposed in this year's government work report.

　　Culture shapes tourism and tourism promotes culture. In the view of Guo Aihe, a representative of the National People's Congress, a master of Chinese arts and crafts, and the director of the Sancai Art Museum in Luoyang, Henan Province, the integrated development of intangible cultural heritage and tourism can achieve mutual promotion and win-win results, and contribute to traditional culture. The inheritance provides a broader space and also brings new growth points and development opportunities to the tourism industry.

  Data map: In Nanning, Guangxi, people raised their mobile phones to take pictures of iron flowers.

Photo by China News Service reporter Chen Guanyan

　　While various places are digging deep into their profound culture, tourists, in the tourism craze of "interchange between north and south, and crossing between east and west", have also begun to actively search for and spontaneously promote traditional culture that was slightly low-key in the past.

　　Last summer, tourists who “went to Zibo for a barbecue” made Zibo’s long-standing ceramics and glaze crafts popular. From January to February this year, the Zibo Ceramics and Glaze Museum received a total of 266,500 visitors, an increase of 17% over the same period last year. times.

　　"Flow" has become "retention", and the two-way rush of traditional culture and cultural tourism industry still brings great "stamina".

Embrace youthful expression outwards

"Poetry and distance" hidden in digitalization

　　"I really like this unique sense of joy!" Since netizen "Xiaohe" shared the video of experiencing the intangible cultural heritage lacquer fan at the Yangzhou Grand Canal Museum, it has received frequent likes from everyone.

Among the thousands of messages in the comment area, many netizens have extended travel invitations to relatives and friends.

　　Today, young people have become an important force in promoting the integration of traditional culture and tourism.

A museum's exquisite cultural creations and a lotus pond that seems to have stepped out of a Chinese textbook may make everyone pick up their luggage and check in immediately.

　　Liu Guang, a member of the National Committee of the Chinese People's Political Consultative Conference and director of the Fine Arts Department of the Art Development Center of the Ministry of Culture and Tourism, believes that currently, new business formats, new technologies, and new scenes have greatly stimulated consumer enthusiasm, especially innovations such as cultural relics and cultural creations, national trend intangible cultural heritage, and characteristic operas Sexual products and services are loved by young people and better meet consumer needs.

　　Therefore, while cultural tourism in various places is deeply exploring the long history and culture, they are also actively embracing younger and digital expressions and developing interesting new ways of playing.

　　For example, "Poetry of Mountains and Rivers in Chang'an" at the Xi'an branch of this year's Spring Festival Gala used AR technology to allow "Li Bai" and the audience to recite "The Wine Will Come in". Within one day, the popularity of Xi'an tourism searches increased by 294% month-on-month.

  Data map: Giant dragon lanterns on display at the Xi'an City Wall New Year Lantern Festival.

Photo by China News Service reporter Zhang Yuan

　　During the two sessions, deputies also paid attention to the possible integration of the entertainment industry and the cultural tourism industry.

Gao Mantang, a member of the National Committee of the Chinese People's Political Consultative Conference and a well-known screenwriter, said for example that the TV series "South to North" made the filming location of Weifang, Shandong popular, "The combination of film and television and culture and tourism is like free love. We can encourage and support it to achieve a win-win situation."

　　Yan Jingming, a member of the National Committee of the Chinese People's Political Consultative Conference and vice chairman of the Chinese Writers Association, suggested that the cultural tourism industry in various regions can introduce online literary IP resources to create new cultural tourism formats and scenes that have cultural characteristics, immersion and interactivity, such as IP theme parks, to "encircle fans" young generation.

　　With the arrival of the spring travel season, recently, cultural tourism from all over the country has begun to take over the "Chunshan" relay.

It is foreseeable that in the future, the deeply integrated development of culture and tourism will give rise to more new tricks, allowing more tourists to pursue "poetry and distance" in the fireworks of the world.

(over)