Source: [Xinhua Daily]
On September 24, at the 4th Grand Canal Urban Cultural and Tourism Consumption Forum, the "2021-2022 Jiangsu Cultural and Tourism Consumption Hot Power List" was officially released. This list focuses on four major sectors: popular destinations for cultural and tourism consumption, popular new scenarios for cultural and tourism consumption, excellent cases for cultural and tourism promotion, and hot events for cultural and tourism consumption dissemination, and selects the "dears" of Jiangsu's cultural and tourism consumption this year. What are the most popular attractions in Jiangsu? What is the secret to "popularity"? Let’s take a look—
keeps the "old" and "expands" new,
Internet celebrity continues to unlock new cultural and tourism consumption
heat list shows that Nanjing Mendong Historical and Cultural District, Nianhua Bay Scenic Area, Qingmingqiao Historical and Cultural District , Oriental Salt Lake City , Global Dinosaur City, Qingguo 15 projects including the Alley Historical and Cultural District, Jinji Lake Scenic Area, Suzhou Museum West Hall , Zhang Jian’s hometown ·Liuxi Ban Street, Li Canal Cultural Corridor Qingjiangpu Scenic Area, Dongtai Xixi Tianxianyuan Scenic Area, Dayangwan Scenic Area, Gaoyou City Canal·Yuchengyi Historical and Cultural District, Xijindu Historical and Cultural District, Jiangsu Santaishan National Forest Park were selected as "Popular Destinations for Cultural Tourism Consumption".
reporter found that there are many types of scenic spots on the list, including historical and cultural blocks that integrate ancient and modern times and have profound heritage, as well as new business forms such as Nihua Bay Scenic Area and Global Dinosaur City, which have innovative cultural and tourism concepts and continuous IP cultivation, as well as the Jinji Lake Scenic Area full of fashion, as well as the "paradise" with the original ecology intact and suitable for health and wellness vacations, such as Jiangsu Santai Mountain National Forest Park. These highly popular "Internet celebrity check-in places" are all based on their own advantages to develop and innovate, and over time, they have undergone magnificent transformation. For example, the Nihua Bay Scenic Area takes the "unprecedented road" and effectively transforms Zen culture into a beautiful scene that the people like; the Xijindu Historical and Cultural District is based on the ancient ferry site, and recreates its functions on the basis of maintaining its style, creating a national-level city central leisure area, injecting new connotations into history.
"Living Remains" can add to the "beautiful experience". Among this popular check-in place, Nanjing Mendong Historical and Cultural District is very typical. Located in the core area of Nanjing Old Town South , relying on the long historical context of Jinling City, " Laomendong " adheres to the concept of integration of culture, business and tourism, and constantly builds cultural and tourism scenes that integrate tradition and modernity, so that the "old place" can bring new vitality. "The block has now formed a multi-business integration such as residential hotels, exquisite catering, boutique retail, leisure and entertainment, art and cultural exhibitions, and has gathered well-known brands such as Deyun Club , Pioneer Bookstore , and often launches activities in combination with sports, dramas, rock , electronic music, and two-dimensional themes, and continues to promote the recovery of popularity." Liu Yang, deputy general manager of Nanjing Mendong Historical District Management Co., Ltd., told reporters, "Diverability and scene-based development." , immersive novel experiences attract a large number of citizens and tourists to visit and check in, and linger. "
new scenes and new consumption,
creative market "out of the circle", camping momentum is booming
camping, study, night tour... The emergence of new cultural and tourism scenarios has accelerated the recovery of cultural and tourism consumption and brought more possibilities to the high-quality development of cultural and tourism . In the thermal list, there are also coffee festivals in 2021, "Fairy Dao Town" join hands with Beidahuang to build an agricultural demonstration base, Huilongwo WOW Creative Art Market, Liyang Lishixu Village "Lotus Market", Suzhou Beise East-West Bridge Market, Yanhe Water Rhyme National Tide Night Performance, Jinhu Yao Wants Country "Yao Wants Starry Sky, Lotus Gold Lake" outdoor camping activity, "Yellow Sea Forest, Wooden Forest", Maoshan New Fourth Army Memorial Hall Red Study Activities, "One Dream to the North Lake" night tour project, etc., 10 projects have been rated as "Hot New Scenes of Cultural and Tourism Consumption".
reporter found that the creative culture market has become a new highlight of the current cultural and tourism development. From July to August this year, Liyang Lishiwei created a special IP with the theme of "lotus" according to local conditions and launched a night market. The second phase of the event has entered more than 80 merchants, including many large brands, attracting many young tourists. The event has received a total of 108,000 people and a turnover of up to 450,000 yuan. "The night is getting more exciting."Suzhou's Zhense East-West Bridge Market is based on the inheritance and innovation of oriental aesthetics, with golden floors and pleasure boats, and it is like a realistic version of "Along the River During the Qingming Festival"; modern people wearing Hanfu travel together, connecting life and feelings, and experiencing the rich cultural connotations. In addition, the "Treasure" campsite has also become a favorite among tourists. Jinhu Yaoxiangguo Scenic Area held the "Yaoxiang Starry Sky, Lianmeijin Lake" outdoor camping activity. The parent-child interactive area, starry sky camping area, lotus viewing area, food street and three-dimensional surrounding light show exhibition area allow tourists to experience the "poetry and distance" up close, meeting the needs of getting close to nature and taking a leisure break.
Abs the ancient charm of the Salt River, the songs are melodious, the ancient dances are swaying, and the water light is accompanied by the opera, which attracts passers-by to stop and intoxicate. The commercial district development center of Haizhou District, Lianyungang City has invested more than 7.2 million yuan to create Internet celebrity check-in points such as water curtain movies, shouting fountains, and magpie bridges for Laoyan River, which has been flowing for more than 1,400 years. It has added scene systems such as river lighting, fog forest , and purchased facilities such as water stages, rowing, pleasure boats, and marching performance boats, connecting traditional intangible cultural heritage such as " Huaihai Opera " and "Five Palace Tunes", and innovatively upgraded the "Water Rhyme National Tide Night Performance", so that the scenic spots can continue to "out of the circle". "Based on the original environment, we break out of traditional landscaping and show the Yan River style in all aspects and multiple angles, so that the audience can personally feel the charm of Chinese traditional culture." said Yao Zhu, secretary of the Party Committee of the Haizhou District Commercial Block Development Center.
City cultural and tourism IP highlights are
Special festival has become the "magic weapon" for consumption
. In the list, "Beautiful Nanjing·Huining Life" live consumption festival, "Rich Hongshan Grape Adventure" 2022 Hongshan Beautiful Rural Tourism Season, "National Trend and Han Feng" 2022 Hongshan Beautiful Rural Tourism Season, "National Trend and Han Feng" The zither is set off" Dalonghu Kite Festival and Cultural, Sports and Tourism Industry Expo, the theme promotion activity of "Wonderful Li, Flowers Young One Summer", the "Jundao Suzhou " cultural tourism general entrance platform, the second "Light up the beauty of Haimen " cultural and tourism night market, the 22nd China·Xuyi International Lobster Festival, the "Du Shang·Lao Ximen" style night market, the "Four Seasons Dongtai " cultural and tourism benefit series, and the "Most Beautiful Fishing Village" Yangzhou Yanhu Village "Starry Sky Camping" site was selected as "Excellent Case for Promoting Consumption". Cultural and tourism festivals with rich business formats and full of creativity are undoubtedly another magic weapon to trigger the consumption boom.
Xuzhou is the birthplace of Han culture. In order to promote the inheritance and development of kite culture and create a city cultural tourism business card, Dalonghu Tourism Resort has held five consecutive Xuzhou Kite Festivals, gathering intangible cultural heritage sales, creative figures, high-quality cultural and creative products, and attracting popularity to promote consumption. During the May Day and Mid-Autumn Festival holidays in Yanghu Village, Yangzhou, the "Starry Sky Camping" site will timely launch new projects such as folk performances, tents, bonfires, open-air movies, outdoor barbecue, etc., so that citizens can have a fresh look around the lake.
Starting from June 6 this year, within two months, the Douyin platform will conduct a live shopping broadcast of "Beautiful Nanjing Huining Life" every day. Nanjing business district hotels, catering and food, culture and sports, the latest products and "package coupons" and "vouchers" from nearly 500 local merchants have been unveiled one after another. There are also offline activities such as "Business District Market", "Theme Shopping Festival", and "Micro Vacation Experience Officer" to provide citizens with more diverse and interesting consumption experiences. Nanjing Huizhi Interactive Entertainment Network Technology Co., Ltd. is one of the organizers of the live consumption festival of "Beautiful Nanjing Huining Life". It provides full-process digital operation services. Through the organic combination of culture and tourism and technology, it actively responds to the diversified consumption needs in the new tourism era.
"Cultural + Digital",
becomes a new engine of cultural tourism consumption
"Fish leaps from Qinhuai Source, Dragon Dance in Jinling City" Dragon Boat Festival, China·Wuxi Taihu Yuantouzhu International Cherry Blossom Festival, "National Tide Hanfeng·Night Pengcheng " Moonlight Cultural Tourism Brand Communication, 2021 National Style Ceremony, China Dinosaur Park Resort Metaverse Video Communication, "Traveling to Suzhou is Good" series of activities, Suzhou High-tech Zone Digital People "Maple Spirit", Dutch Flower Sea "Love in Night Flower Sea" Theme Night Tour, Slimming West Lake Night Tour × Ancient Style Market, "Come to Zhenjiang Jinshan and Taste Green Water and Green Mountains" Town Travel Cultural Tourism Brand Communication... This time, the above 10 projects were selected as "Cultural and Tourism Consumption Dissemination Hot Events".
keeps up with the wave of digitalization, China Dinosaur Park actively plans a new track in the metaverse. This time, the selected project "China Dinosaur Park Resort Metronomical Video" uses VR and AR technology to infinitely imagine if dinosaurs are resurrected in this era, humans and dinosaurs live in harmony and joy. As the "indigenous people" in the metaverse, "digital people" are at the right time and have become a rising star in the development of culture and tourism. In April this year, the digital person of Suzhou High-tech Zone "Feng Ling" appeared as the digital recommendation official of Suzhou High-tech Zone Culture, Sports, Tourism and Business, creating an immersive scene at the 2022 Suzhou Shushan Pear Blossom Festival. "Feng Ling will participate in various cultural, sports and tourism scenarios such as e-commerce live streaming, advertising marketing, brand endorsement, IP authorization peripheral derivatives, etc.," said Zhou Xiaoming, director of the Culture, Sports and Tourism Bureau of Suzhou High-tech Zone. "I hope that through this image loved by young people, the traditional Jiangnan culture will be integrated into modern life."
Slim West Lake Night Tour × Ancient Style Market uses the "online + offline" form and the elements of "night tour + market", and invites Internet celebrity big Vs and experts bloggers to visit the scene, carry out live streaming, drag experience, ancient style flash , Hanfu parade and other activities, so that Yangzhou , the cultural prosperity of the thousand-year-old inherited by Yangzhou once again enters the vision of modern people. 2021 Changzhou National Style Ceremony, creating an annual national style event that travels through thousands of years and dreams back to the East in the national style landmark Changzhou, Jiangsu Province. The creative gameplay such as the national style IP exhibition, celebrity breaking circle linkage, immersive plot experience, and other creative gameplays are deeply integrated into fun and trendy communication, bringing refreshing experience to national style enthusiasts and bringing more marketing directions to domestic brands.
(Xinhua Daily·Jiaohuidian reporter Wu Yuyang/text Jiang Wenchao/photo Correspondent Ba Tiantian)
Review: Pan Ruikai
Editor: Duan Shijing
This article comes from [Xinhua Daily] and only represents the author's views. The national party media information public platform provides information release and dissemination services.
ID: jrtt
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