Culture and Tourism Bureaus of various districts and cities (Yangling Demonstration Zone, Hancheng City), and relevant cultural tourism enterprises:
In order to fully implement the Provincial Party Committee Work Conference on June 23 and Comrade Liu Guozhong, Secretary of the Provincial Party Committee, "we must make full efforts to promote consumption , take multiple measures to stabilize bulk consumption, accelerate the recovery of consumption in catering, accommodation, cultural tourism and other areas while doing a good job in epidemic prevention and control, effectively coordinate epidemic prevention and control and economic and social development, and boost the cultural tourism market Confidence, expand cultural tourism consumption, enhance market vitality, and promote the accelerated recovery and development of the province's cultural tourism industry. After research by the Provincial Department of Culture and Tourism, it has been decided to organize the 2022 provincial cultural tourism summer consumption season activities. The relevant matters are hereby notified as follows.
Overall arrangement of the event
(1) Basic ideas
Adhere to the principle of "provincial and municipal linkage, enterprise participation, extensive mobilization, mutual benefit and win-win", organize cultural and tourism enterprises and institutions, and coordinate epidemic prevention and control and safety production work Under the premise, we will jointly organize a series of online and offline deeply integrated consumption expansion activities to safeguard the legitimate rights and interests of consumers, create a good consumption atmosphere, stimulate residents' enthusiasm for cultural and tourism consumption, and promote the rapid recovery of the consumer market and the high-quality development of the industry.
(2) Scope of activities
activities cover performances, exhibitions, intangible cultural heritage, digital culture, theme parks, cultural entertainment, games and entertainment, sports and fitness, festivals and exhibitions, cultural and creative products and tourism products, cultural and sports supplies, scenic spots, catering and accommodation, Red tourism, rural tourism, and other industry categories in the cultural and tourism fields.
(Wednesday) event time
will be from July to September 2022.
(IV) Activity theme
Stimulate the vitality of cultural tourism consumption and promote high-quality development of the industry
(V) Activity format
The Provincial Department of Culture and Tourism plans to hold the province’s summer consumption season launch ceremony in early July, and each city will release tourism news routes, new consumption scenarios and related promotion activities and incentives. At the same time, according to the unified activity arrangement of the consumption season, all urban areas and cultural tourism enterprises continue to carry out local consumption promotion activities for their own units.
2. Organization structure
Sponsor: Provincial Department of Culture and Tourism
Undertaken by: Culture and Tourism Bureau of each district and city (Yangling Demonstration Zone, Hancheng City), provincial key cultural tourism enterprises
Participating units: National-level night culture and tourism Consumption clusters, national and provincial tourist resorts, A-level scenic spots, star hotels, key travel agencies and other cultural and tourism enterprises and institutions
Supporting units: relevant financial institutions, e-commerce platforms, OTA platforms, new media platforms, etc.
三Main tasks
(1) Enrich the content of consumer activities. Focusing on meeting the consumption needs of different consumer groups, focus on emerging consumption hot spots and new consumption formats, strengthen the linkage and collaboration between government, enterprises, banks and businesses, and extensively mobilize and organize cultural tourism enterprises and institutions, e-commerce platforms, OTA platforms, new media platforms, etc., to plan and implement a number of Cultural and tourism consumption activities to benefit the people, release a guide to high-quality activities during the consumption season, and provide consumers with convenient consumption guidance.
(2) Introduce consumption measures to benefit the people. We will formulate and implement consumer-friendly measures such as consumption subsidies, points rewards, and ticket exemptions for scenic spots in the cultural and tourism fields. Guide the cultural tourism market entities to launch unique preferential and promotional policies during the event to further increase the efforts to benefit the people. Relevant financial institutions are encouraged to combine their own marketing plans and focus on providing subsidies or preferential merchant discounts for consumption promotion activities held.
(3) Innovative forms of consumption activities. Guide cultural tourism market entities to innovate promotion models and marketing methods, launch new summer travel routes, create new consumption scenarios and models, and attract online traffic to convert into offline passenger flow. Organize special activities such as online broadcasts, theater performances, art exhibitions, red tourism, study tours, intangible cultural heritage experiences, live streaming, hot spring vacations, and immersive experiences. Plan and implement a number of nighttime consumption promotion activities, publish nighttime consumption guidelines and consumption maps, and vigorously develop the nighttime cultural tourism economy.
(4) Strengthen publicity and marketing.According to the overall publicity and marketing work plan of "Three Qin and Four Seasons", provincial and municipal linkages, online and offline linkages, innovative publicity models, and full use of well-known online platforms such as Douyin , Kuaishou, WeChat Weibo, and provincial and municipal media matrices are released for publicity and promotion. Posters, short videos, etc., use the combination of tourism ambassadors, Internet celebrities, and cultural tourism recommenders to create hot topics, hold novel and content-rich publicity and promotion activities, accurately place tourism advertisements, and expand the influence of Shaanxi cultural tourism power and attraction.
(5) Strengthen regional linkage and cooperation. Establish a normalized coordination mechanism for provinces, cities, and municipalities, carry out extensive cooperation in consumption linkage and industrial collaboration, implement mutually beneficial policies for cultural and tourism consumption, jointly organize consumption promotion activities, and promote industrial project cooperation. Further give play to the radiating and leading role of consumption pilot cities, night-time cultural and tourism gathering areas, tourist resorts, etc., synchronize actions and joint promotions with surrounding cities or regions, launch regional integrated consumption measures to benefit the people and a package of consumption promotion activities, and create a cultural and tourism consumption Hot areas, popular business districts, etc.
(6) Promote high-quality development of the industry. Adhere to the efforts of both supply and demand, coordinate consumption promotion and industrial development, and enhance the endogenous driving force of industrial development. Increase support for key cultural and tourism industry projects, promote effective investment in projects, continue to do government-bank-enterprise docking activities and investment and financing promotion activities, and give full play to the key role of investment in promoting high-quality development of the industry and stimulating consumption potential.
Four work requirements
(1) Strengthen organizational leadership and overall coordination. The culture and tourism bureaus of all districts and cities (Yangling Demonstration Zone, Hancheng City) and key cultural and tourism enterprises must further improve their political positions, take the initiative to take action, regard expanding consumption as the primary task of current work, integrate various resources, and formulate activity plan, increase publicity and marketing efforts, introduce consumption measures to benefit the people, quickly carry out various consumption promotion activities, and set off a craze to expand cultural tourism consumption. It is necessary to guide various market entities to actively participate in and hold consumption promotion activities with prominent themes and unique characteristics. It is necessary to strengthen communication and cooperation with financial institutions, e-commerce platforms, OTA platforms, new media platforms and other institutions to form a joint force. It is necessary to formulate an implementation plan as soon as possible, come up with new tourism routes, new tourism scenes, key cultural tourism activities and measures to promote consumption as soon as possible, and submit it to the Industrial Development Office of the Provincial Department of Culture and Tourism before June 28. The Provincial Department of Culture and Tourism will further strengthen publicity and marketing efforts, linking with Western Airport Group , Xi'an Railway Bureau , Xi'an Metro and other units and new media platforms to jointly promote and release.
(2) Coordinate epidemic prevention and control and production safety. Strictly abide by the red lines for epidemic prevention and control and safe production, implement local responsibilities, urge enterprises to consolidate their main responsibilities, strictly abide by epidemic prevention regulations, investigate epidemic prevention risks in advance, formulate emergency response plans, and conduct emergency drills in advance to ensure various epidemic prevention and control and safety production measures Put it in place. Strictly implement the ideological work responsibility system and strengthen the review and management of the content of consumption promotion activities.
(3) Do a good job in publicity and promotion and summary of results. Through provincial and local media and new media platforms, we will grasp key links such as warm-up promotion, follow-up reports, and results release, and conduct full publicity and promotion of the event. All municipalities should take the initiative to make good use of provincial and local media resources, actively connect with new media platforms, increase publicity through multiple channels and models, and provide rich information services. All urban areas must improve the monitoring and analysis system for cultural tourism consumption, promptly report dynamic information on activities, and objectively reflect the status of activities and phased results. During this period, it is necessary to timely summarize the results, summarize experience, identify deficiencies, and report the work status of the month at the end of each month. After the activity, the comprehensive status and quantitative results of the activity will be submitted to the Industrial Development Office of the Provincial Department of Culture and Tourism before September 30.
Contact: Shaanxi Provincial Department of Culture and Tourism Industrial Development Department Wu Sanhong Sun Ni
Tel: 029-87382289 87284659
Shaanxi Provincial Department of Culture and Tourism
June 24, 2022
