How can Zhejiang's tourism industry stimulate consumption vitality during the "15th Five-Year Plan" period?

China News Service, Hangzhou, November 13 (Lin Bo, Sun Linru) "The tourism industry has shifted from 'seeing the scenery' to 'tasting life.'" On November 13, Chen Guangsheng, Secretary of the Party Leadership Group and Director of the Zhejiang Provincial Department of Culture, Radio, Television and Tourism, said at the press conference of Zhejiang Province's "15th Five-Year Plan" tourism development plan that during the "15th Five-Year Plan" period, Zhejiang will focus on the deep integration of culture and tourism projects, focusing on expanding high-quality supply and stimulating tourism consumption vitality.

According to the plan, by 2030, the added value of Zhejiang's tourism industry will account for about 7% of GDP, the number of tourists in the region will reach 1 billion, the number of overnight tourists will reach 550 million, and the comprehensive tourism revenue in the region will be 1.5 trillion yuan.

From product innovation to rural empowerment, from transportation and tourism integration to market governance, Zhejiang is planning to use a systematic layout to leverage greater increases in cultural tourism consumption.

Demands are changing: from “seeing the scenery” to “tasting life”

"Travel is no longer just about seeing a place, but going to another place to live another life." This is how Chen Guangsheng judged the jump in demand.

For this reason, among the seven key tasks of Zhejiang in the next five years, there are not only the spatial layout of "one bay leading, four-way linkage, mountains and seas advancing side by side, and cross-domain collaboration", but also the product supply of 12 roaming corridors and 120 core points of "Poetry and Painting Zhejiang", as well as the "10,000,000,000" cultural and tourism consumption matrix - ten major themes, hundreds of discounts, thousands of activities, and thousands of performances.

According to Chen Guangsheng, the six cities around Hangzhou Bay gather more than 60% of the tourists in Zhejiang Province. Hangzhou and Ningbo must sing the "Tale of Two Cities" well; the four poetry road cultural belts cover 11 districts and cities, stringing together tens of thousands of poems from past dynasties, and spreading out across the province into a "文"-shaped spatial form.

As for the so-called "hot items", the specific "hot spots" are often not planned. "The cattle pen turned into a bar" and "the pig pen turned into a book bar". A few young people in Anji's Hongmiao Village turned an abandoned mine pit into the "Deep Blue Project" and sold more than 8,800 cups of coffee a day... There are countless such points.

Chen Guangsheng said that the key is to stimulate the creativity of various places, especially the wisdom and strength of young people. "If this move is successful, Zhejiang's tourism will continue to introduce many new formats, new scenes, and new models. Zhejiang's tourism will definitely be full of vitality and compete with hundreds of rivals."

Supply is changing: "Landscaping" at both ends of the countryside and transportation

A large part of the increase in consumption is hidden in rural areas.

Zhu Jianjun, deputy secretary of the Party Leadership Group, deputy director and spokesperson of the Zhejiang Provincial Department of Agriculture and Rural Affairs, gave a set of data: Zhejiang Province has built 11 national key counties for leisure agriculture, 102 China's beautiful leisure villages, and 54 national key rural tourism villages, ranking first in the country in number. Leisure agriculture revenue has grown at an average annual rate of 8% in the past five years.

"Pastoral is the scenery, native soil is the resource, and nostalgia is the flow." Zhu Jianjun said that during the "15th Five-Year Plan" period, Zhejiang will complete the renovation of 500,000 rural houses, 1,000 villages with pipelines, and 10,000 village roads upgraded, so that tourists can "come in and stay."

Data show that at present, farmhouses in Zhejiang Province employ 450,000 people, including 355,000 farmers, and the employees’ annual salary income exceeds 50,000 yuan.

The “scaping” at the other end happens on the road. Wang Dongjie, deputy director and spokesperson of the Zhejiang Provincial Department of Transportation, said that Zhejiang has formed a number of typical cases of transportation and tourism integration that can be replicated and promoted across the country.

During this year's May Day holiday, the Tonglu service area of ​​the G25 Changshen-Shenzhen Expressway, which integrates multiple business types, became popular and upgraded from a "passing station" to a check-in place integrating transportation services, business leisure, and cultural experiences; during the National Day holiday, the passenger flow in the theme service areas of highways in Zhejiang Province continued to rise, and consumption increased by 13% year-on-year.

Wang Dongjie said that during the "15th Five-Year Plan" period, Zhejiang will focus on emerging areas such as low-altitude, cruise ships, small and micro bus rentals, and transportation events, coordinate the supply of transportation supporting facilities, and help cultivate new forms of transportation and tourism integration with diverse scenarios.

The environment is changing: Let “rest assured” become the background

Consumption must continue and the market must be clean. Chen Rufu, deputy director of the Zhejiang Provincial Department of Culture, Radio, Television and Tourism, said frankly that various "routines" in tourism consumption are the most annoying obstacles for everyone when traveling.

Since the beginning of this year, Zhejiang has focused on rectifying issues such as chaos among tour guides and forced consumption. By the end of October, about 1,400 cases of administrative penalties had been filed in the tourism field.

"Landscape is the beauty of tourism, and peace of mind is the foundation of tourism." He said that during the "15th Five-Year Plan" period, Zhejiang will promote governance from "centralized rectification" to normalized long-term governance, clean up "horse travel agencies" and "shell travel agencies" in accordance with the law, and expand the scope of the pilot based on the pilot pilots of first compensation for tourism complaints in Chun'an, Changxing, and Xiuzhou.

Technology is becoming the other hand. Zhejiang has built an integrated Zhejiang cultural and tourism data warehouse, which contains more than 100 data resource types and covers 120,000 cultural and tourism resource points; AI escorts such as "Hang Xiaoyi", "Nan Ge" and "Xun Geer" have been launched in major scenic spots; the country's first provincial inbound tourism smart service platform "Hiyou" supports 9 languages ​​at any time and can generate exclusive itineraries in 5 seconds. The online entry registration card can increase customs clearance efficiency by 60%.

Chen Rufu said that Zhejiang will also cultivate a group of cultural and tourism-oriented OPC (one-person company) communities throughout the province, allowing young people to embed themselves into the cultural and tourism chain through lightweight entrepreneurship.

When villages become destinations, service areas become check-in points, and AI becomes tour guides, what Zhejiang Cultural Tourism will want to leverage may not only be a comprehensive income of 1.5 trillion yuan, but also consumption choices that “come for fun and enjoy it” again and again.