Investigation report on international seaside holiday tourism
Investigation report on international seaside holiday tourism
In accordance with the instructions of the leaders of the provincial party committee, the provincial government and the National Tourism Administration, in order to learn from the development experience of international famous seaside resorts, and to develop the coastal tourism in Shandong Province in conjunction with the construction of the peninsula urban agglomeration, from late November to late December 2003 The Provincial Tourism Bureau organized three seaside holiday tourism delegations, led by the bureau leaders, to Spain, France, Italy, Malta in the Mediterranean, Brazil, Mexico, the United States in the Caribbean, Australia and New Zealand in the South Pacific. Countries such as Lanzhou have investigated coastal tourist resorts such as famous coastal cities, islands and beaches outside the city. During the visit, I met with the Secretary-General of the World Tourism Organization and discussed with the relevant national and local tourism authorities. I really visited the beaches, water sports, resort hotels, transportation, catering, shopping, entertainment, nightlife and other facilities, and received the expected results. The scope of the investigation, the content of the content, and the good results are only seen in the national tourism industry. The situation will be reported as follows:
I. Basic situation of the development of foreign seaside holiday tourism
Europe is the birthplace of seaside holiday tourism. At the beginning of the 20th century, the Mediterranean coastal resort became the world famous seaside tourism center. After World War II, modern seaside holiday tourism with the middle class as the main consumer group gradually emerged and developed into the mainstream of international tourism. According to the statistics of the World Tourism Organization, in 2002, the number of inbound tourists in the world was 715 million, and the top four countries in France, Spain, the United States and Italy accounted for 30%, all of which were developed coastal resorts. At present, only the Mediterranean coast receives hundreds of millions of international tourists each year, 85% of which flow to the seashores of Spain, Italy, France and Turkey.
“Tourism Kingdom” Spain has more than 8,000 kilometers of coastline, 24% of which are beaches, and there are more than 2,000 beaches on the coastal waterfront and islands. The resorts of the Golden Coast, the White Coast, the Sunshine Coast, the Shining Coast, the Balearic and the Canary Islands are internationally renowned. In 2002, Spain received 51.3 million international tourists, with a tourism income of 37 billion US dollars, accounting for 12% of GDP, providing 1.5 million jobs. Beach holiday tourism has contributed. Among them, 3,640 square kilometers of Mallorca, the tourist peak season airport takes off and takes 1 flight every 1.5 minutes, receiving 10 million tourists a year, of which more than 90% of international tourists, equivalent to 10 times the number of inbound tourists in Shandong Tourism revenues amount to 7 billion euros, and 70% of the island's population is employed in tourism and related industries.
France, the world's number one tourist country, borders the Mediterranean Sea in the south and the Atlantic Ocean in the west. It is a paradise for holiday tourists. France spends more than 60% of its vacations each year, and half of them choose to go to the beachfront for a holiday. In 2002, it received 76.7 million international tourists, accounting for 10.7% of the world tourism market, tourism revenue of 34.5 billion euros, equivalent to 7% of GDP, and tourism employment accounted for more than 7.5% of total employment.
The coastline of Italy is 7,300 kilometers, and the seaside tourism is very developed. In 1999, it received 106 million beach holiday tourists, accounting for 34% of the total national reception. It is far ahead of all kinds of scenic spots and 12,000 professional seaside tourism companies. In the southern Campania region, tourism revenue in 2002 was equivalent to 20% of GDP, and beach tourism accounted for 65% of domestic tourism and 55% of international tourism.
The island of Malta has an area of 316 square kilometers and a population of 370,000. The country combines the beautiful scenery of the island with the profound history and culture, and vigorously develops holiday tourism. It receives 1.1 million international tourists a year, three times its population, and tourism income of 246 million Maltese lira, equivalent to the total economic volume. One-third of the tourism tax accounted for 22% of fiscal revenue, providing one-third of jobs, of which the contribution of seaside holiday tourism to tourism is close to 50%.
The South Pacific island nation of New Zealand, composed of dozens of large and small islands, is a typical representative of marine culture. The northern subtropical bay islands are dotted with unique coastal scenery and numerous hot springs. The country attaches great importance to tourism and defines tourism as a leading industry in the new economy. In 2002, it received 1.96 million inbound tourists. The total output of tourism was 14.6 billion Singapore dollars, accounting for 10% of GDP. It has become the country's largest export earning industry and provides 10% of the country's jobs. In the next five years, the number of people in New Zealand will increase by 50%.
Australia is the smallest continent on earth and the largest island with a coastline of 36,000 kilometers. The special geographical and climatic conditions make the various beaches, bays and coastal landscapes rich and unique. It is a resort for seaside holiday tourism. The Gold Coast and the Great Barrier Reef are world famous. In 2002, Australia received 4,412,200 inbound tourists, with a total tourism output of A$70.8 billion, which exceeded the traditional agriculture, animal husbandry and mining industry, accounting for 4.5% of GDP. Tourism earned A$17 billion, the largest export of services. Foreign exchange earning industry; tourism industry accounts for 9% of total employment.
Brazil is the largest tropical country in the world, with many beautiful beaches on the 8,000-kilometer coastline. The country has taken advantage of its colorful tropical scenery and unique cultural landscape to develop seaside holiday tourism. Tourism has become one of the fastest growing industries in Brazil in recent years. In 2001, it received 4.8 million foreign tourists, accounting for 33.14% of the total reception in South America. Tourism earned 3.7 billion US dollars, accounting for 32.74% of tourism revenue in South America, and solved the employment of 6 million people.
Mexico is one of the world's top ten famous tourist countries, with many coastal islands and a coastline of over 16,000 kilometers. In the 1970s and 1980s, the Mexican government chose five desolate beaches and developed five large-scale seaside resorts such as Cancun and Los Cabos, creating a successful example of a government-scale development resort in the world. Tourists travel to Mexico, the first goal is the waterfront. In 2002, more than 4.78 million tourists took the luxury cruise to Mexico, accounting for 65% of the world's cruise tourism. In 2002, the country received 19.7 million foreign tourists, earning 8.858 billion US dollars, tourism revenue accounting for 9.5% of GDP, providing more than 1.7 million direct employment opportunities. Tourism is the third pillar industry in Mexico.
The US coastline is 22,680 kilometers long. The eastern, western and southeastern waterfronts have many fascinating seaside resorts. With a population of 230 million people in the United States, more than 100 million tourists go to the beach every year. In 2002, the United States received 45.4 million inbound tourists, ranking third in the world. Hawaii is located in the North Pacific Ocean. It consists of 132 islands with a length of 1,500 miles and an average annual temperature of 25 °C ~ 30 °C. It is a world-famous tourist resort. In 2000, it received 7 million tourists and the tourism income was 10.9 billion US dollars, both of which reached a record high. Tourism revenue accounted for 60% of GDP. State government taxation, labor and employment, and personal income of residents mostly depend on the contribution of tourism.
Second, the main features of the development of seaside holiday tourism
Seaside holiday tourism products are rich and colorful. In order to enhance the attraction of seaside holiday tourism and enrich the tourism products, a coastal holiday tourism product system consisting of beaches, water sports, cultural sightseeing, theme parks, folk participation projects and special tourism activities has been formed to satisfy the tourists. The consumption needs of a leisure resort in a certain place for a long time.
The main attraction of the seaside holiday tourism is 3S, as well as the coastal landscape of the beach and the sea area connected to it. The beach is one of the essential facilities for a seaside holiday. It is generally composed of water sports area, swimming area, sunbathing area, beach activity area, ancillary facilities and bar catering. The space is wide, patchwork, and some Stretches for several kilometers. Facilities such as life expectancy, lifesaving, medical treatment, benches, wooden walkways, and fresh water flushing are all available. In order to meet the needs of family vacations, there are children's games and activities at a distance from the sea. Rio de Janeiro, Brazil's largest seaport city, has a city beach of 90 kilometers and more than 30 natural baths, the longest of which is 18 kilometers long. These beaches have high waves and are suitable for surfing and water sports; some are white and jade, thin and soft, and are ideal for sand sports such as beach volleyball and beach football. The New Zealand resort of Pasia is surrounded by the world's rare giant beaches of more than 140 kilometers. The Surfers Paradise, Broad Beach and Burleigh Head Beach on Australia's Gold Coast are world-famous beaches and beach stadiums. Cancun, Mexico is a snake-shaped island 21 kilometers long and 400 meters wide. There is a 20-kilometer-long white sand beach on the beach, which is covered with sand that is weathered by coral. It is named as “white beach”. "Pearl Beach", "Turtle Beach", "Lobster Beach". On the beach there are also Mayan-style pavilions and cottages with palm-leaved, stone-column pillars. Cancun is hailed as the 7th largest beach resort in the world, and large international conferences such as the North-South Conference and the World Trade Organization Conference are held here. In 2002, it received more than 3 million tourists, and its foreign exchange income reached 3.2 billion US dollars, accounting for 36% of Mexico's tourism revenue.
In the past 10 years, with the gradual maturity of seaside holiday tourism, the most closely combined and distinctive features are sports tourism projects. In particular, golf has become an increasingly popular sport for beach holiday travel. The new slogan of the National Tourism Administration of Spain is “Golf in the Sun”. There are 250 golf courses in the country, with an average of 2,000 square kilometers, most of which are concentrated in seaside tourist resorts. There are currently 12 golf courses in Mallorca, with plans to build 30, with an average of 120 km. There are 77 golf courses in Hawaii with an average of 216 square kilometers. Many hotels have their own courses. In order to enrich the marine sports project, Spain has established more than 300 nautical clubs. The island of Palma has built the Port of Palma into a “sailboat port”. The sailing competition is held all year round, with 100,000 contestants and accompanying personnel each year. The local government subsidizes the football team and the bicycle team to host the Tour de France. The contestants participate in the competition and 80,000 people go to the island for vacation each year. There is no advantage in the Maltese beach, but there are more than 10 famous bays such as Paradise Bay and Golden Harbor. The country is committed to creating a “water paradise” and developing sports such as swimming, snorkeling, diving, boating, sailing, rock climbing, surfing, fishing, gliding, water skiing, windsurfing, etc., as well as golf, tennis and horse racing. High-profile events such as squash and classical cars make sports vacation a prominent feature of the Maltese seaside holiday. Hawaii has become a famous world water sports center, and many world-class water sports competitions have been held here, bringing in $240 million in revenue for all sports.
The diversity of seaside holiday tourism products is also reflected in the combination of history and culture. The resorts fully utilize the advantages of historical and cultural resources, and incorporate cultural relics, museums, folk customs and cultural landscapes into the series of seaside holiday products. The Blue Coast is one of France's artistic sacred sites, and the country has launched the “Blue Coast Museum Pass” for 65 museums, historical monuments and botanical gardens in the Alpes-Maritimes. Naples, the largest port city in Italy, is a summer retreat for the Roman emperors. The ancient sites of Pompeii in the suburbs, Su Lito and other scenic spots blend in with the harbour scenery. In order to highlight the local characteristics, Naples focused on the development of historical and cultural resources, with Pompeii as the backdrop, and organized large-scale performances in the summer and evening. Spain has launched the “Pilgrimage Route”, “Don Quixote Road”, wine tours, food tours, nature tours, art tours, folk architecture tours and other themes of tourism products, enriching the seaside resort tourism Cultural connotation. Each resort focuses on the inheritance, innovation, promotion and display of traditional culture. Rio de Janeiro combines the Brazilian samba dance, football culture and seaside holiday tourism, and Cancun incorporates the surrounding Mayan cultural heritage into the holidaymakers' day trips. Hawaii fully inherits and reproduces the indigenous culture that has been handed down locally, making it the most distinctive and attractive tourism project in the region.
Theme parks are also popular with seaside holiday travelers. The Australian Gold Coast has a population of nearly 500,000 people and 80% of them are engaged in tourism. In addition to 60 golf courses and 12 national parks, the city also has 4 theme parks such as "Sea World", "Dream World", "Warner Brothers Movie World" and "Waterpark". The world's tallest, fastest and most exciting speeding project in "Fantasy World" attracts a large number of young tourists who are adventurous. Melbourne uses abandoned gold mines to build theme parks and store authentic old streets and mines. Visitors can not only go underground to see the original gold nuggets, mining tools, watch the gold-magazine simulations, but also screen the sands in the Gold Rush. Los Angeles is a leading entertainment park with a large entertainment theme park. Disney and Universal Studios Hollywood are a comprehensive tourism project that combines sightseeing, leisure, entertainment and service. The world enjoys a high reputation. There are 30,000 berths in Disney's parking lot and 18,000 in indoor parking, with an average daily income of more than $1.2 million. Mallorca has made up for a single shortage of coastal tourism products. It plans to build a large-scale theme park in the port of Aventura, with a total investment of 400 million to 500 million euros. It is designed by a Danish company and has a design fee. It is 5 million to 6 million euros, with the goal of attracting 3 million visitors a year. These theme parks have greatly increased the reputation, color, dynamics and excitement of holiday destinations, and are interdependent with beaches and other landscapes, making them a must-see for holidaymakers, especially young and family.
The colorful and special activities of the resorts make the seaside holiday tourism full of vitality. The large-scale tourism activities in the cities of France's Côte d'Azur are vying for the year round. There are Rose Festival, Film Festival, Formula 1 Grand Prix in spring, Jazz Festival and Jasmine Festival in summer, and Hazelnut Festival in the small village in autumn. Festival, Mushroom Festival, winter acrobatics festival, lemon festival, carnival, mimosa festival, can be described as "all seasons, passion is unlimited." Among them, the International Carnival in Nice, the International Film Festival in Cannes, and the Formula 1 Grand Prix in Monaco enjoy an international reputation. Spain's second largest city, the famous seaside resort of Barcelona, tasted the sweetness of the 1992 Olympic Games, and frequently held large-scale events such as conferences and exhibitions to enhance the attractiveness of tourism. In 2002, 1345 large international conferences and domestic conferences were held. In 2004, the World Urban Culture Forum will be held, including 4 exhibitions, music events, celebrations, etc., with 60,000 participants, which is expected to attract 1.5 million international visitors. . Rio de Janeiro's annual Carnival in the middle and late February of the year, the grand Samba dance parade, has become a retention project to attract tourists from all over the world. Only a four-day holiday in Rio de Janeiro will attract 400,000 visitors. Mallorca has traditional folk festivals almost every month throughout the year, such as the San Antonio Festival, Carnival, Easter, Moros Festival, large folk art festivals and Christmas, and often hosts some traditional sports. Competition activities, such as campfires, tug-of-war competitions, etc.
The seaside resort tourism support service is sound and perfect. In order to meet the needs of different levels of holiday tourists, each resort has built 7 different types of accommodation facilities: star-rated hotels. Most of the upscale hotels are built on the waterfront and add as much room as possible to the sea. About 3 km from the coast of Palma Bay in Mallorca, there are 6 4- and 5-star hotels, mainly for the wealthy class, conference tours and rewarding holiday visitors. Some hotels are located in castles, palaces, ancient mansions or natural beauty areas, and are attractive for high consumers. family Inn. It has a long history, simple and family atmosphere, and is more common in small towns and villages. Holiday apartment. The furniture is complete, suitable for families and groups, most of which are rented in one week or two weeks. Camping place. The government stipulates that camping is only allowed at designated venues. There are more than 1,200 camping sites in Spain that can accommodate 650,000 people. Youth Hostel. The youth sports institutions affiliated with the localities form a national network suitable for young people and students. Country guest pile. With the rapid emergence of rural holiday tourism, the country's natural environment and folk customs are known. Spa sanatorium. The rehabilitation facilities and services that provide treatments are an ideal place for visitors to enjoy fitness, relaxation and leisure. Hawaii's resort hotels, business hotels, holiday villas, property hotels and timeshare hotels, etc., the annual occupancy rate of rooms is 83%. On the inner side of Bondi Beach Street in Sydney, there are various low-star hotels with various types of rooms. There are loungers and coffee tables on the balcony and platform. The open air bar is set at the entrance of the hotel. Majorca develops hot springs and seawater wellness products. Four-star hotels and above have outdoor and indoor swimming pools. Some hotels also have simulated seawater fitness centers to artificially warm seawater. The main attraction of the Tangaluma tour in Australia is to feed wild dolphins from the sea every night on the beach, and to sand on the sand islands with 70 different colored sands. In 1981, a family brother in Australia bought a 20-hectare land development resort for 2 million Australian dollars. So far, it has invested 25 million Australian dollars to build holiday facilities.
For the convenience of tourists to enjoy the unique food and beverage service, there are a large number of restaurants and bars on the beach and the streets of the city, serving local flavors, specialty coffees and fine drinks. French meals and wines, Italian pasta and pizza, Spanish barbecue and seafood, Maltese rabbit meat and Lampka fish are all local favourites. Naples developed a seaside and rural holiday tour in Naples, promoting the image of “the hometown of pizza”, stipulating that rural tourism must provide local grape sprinkles and authentic pizza. Spain promoted food as an important part of the diversification of seaside tourism, and created a distinctive catering image, making catering a tourism project. The locals said with interest: "We sell beaches, sea water, sunshine and seafood." The seafood street in Lona Harbour is quite large. Visitors can enjoy a seafood-style dinner and enjoy the night view of the port. There are as many as 500 restaurants on the Gold Coast in Australia. In addition to authentic French cuisine, Italian cuisine, Korean barbecue, Japanese cuisine, and Chinese cuisine, Australian seafood, kangaroo meat and wine are also highly recommended. In 2004, a 500-600 large-scale catering performance venue will be added. Sydney's All-Australia Seafood Collection and Auction Center has become a self-selected seafood barbecue cooker for diners. The small villas on Tangeruma Island allow visitors to buy food and cook for themselves.
Nightlife is an indispensable part of seaside holiday travel, even called “half of the country”. The seaside life of the Spanish seaside city is unique. There are a variety of entertainment activities in cinemas, theaters, concert halls, exhibition halls and conference centers. Pubs, bars and nightclubs are usually open until 3-4 am, and many places are open all night long. The largest nightclub in Europe is built on Mallorca. According to statistics, 80% of visitors to Spain are more than 2 times, 70% are re-visitors more than 4 times, and 80% of repeat customers are going to the beach for a holiday. The rich nightlife is an important factor in attracting visitors to visit again. The three highlights of the nightlife in Australia and New Zealand are the marina, the open air bar and the casino. Cairns has opened a Maine Square on the inner side of the harbour. It consists of vast green spaces, open swimming grounds and exquisite artificial beaches. It is a night of light and a romantic atmosphere. Sydney’s nightlife scene, centered around the Opera House and the Harbour Bridge, is spectacular, with all the buildings lit up with lights and boats in the bay. Thousands of open-air tables and chairs have been placed inside and outside the Opera House, on the seawall and on the streets. Tens of thousands of people drink, talk, drink coffee or dance in star-studded lights and gentle sea breeze. The paradise beaches of the Gold Coast open a night market with lights every night, and numerous street art performances have greatly increased the number of visitors.
Shopping trips are very popular. Seaside holiday visitors have more time to shop. The shopping streets and hiking areas opened by European coastal cities serve both locals and shopping paradise for foreign tourists. Travel shopping accounts for more than 60% of tourism revenue. The cross street boutique street in Cannes, France faces the Mediterranean Sea, allowing visitors to enjoy world-renowned cards and uninterrupted views. The “Old Nice” open-air market in Nice is run by more than 600 small business owners, artists and craftsmen. The port and commercial center of Las Ramblas in Barcelona, Spain, is densely populated by tourists from all over the world. The unique tourist souvenirs in the area are dazzling, the flea market is nothing, and the small shops in the small alleys extending on both sides of the street are row upon row and unique. The local tourism department coordinated with the municipal department to regulate the tourist shopping area, and specially prepared shopping and travel routes. The members of the Chamber of Commerce and the tourism department each contributed 50% to promote shopping and tourism. Handicraft production center in Mallorca, a collection of handicrafts. Various handicraft workshops and stalls run by local farmers can be seen everywhere. Each beach on the island has a relatively independent shopping area. Perfume workshops, pottery workshops, cheese workshops, glassware workshops, etc. are both tourist spots and shopping areas. The shopping venues on the Australian and New Zealand roads generally use the tourist consultation center + shopping shop + public restroom, or gas station + shopping shop + public restroom, or chain restaurant + shopping shop mode. In the tourist attractions, visitors will naturally pass through the shopping area when entering and leaving the gates and entering and exiting the restaurant. The Pacific Mall on the wide beaches of the Gold Coast has 4 large department stores, 1 supermarket, 260 stores, a children's play center, 12 cinemas, as well as a food street and lounge for visitors. Crafts and souvenirs are unique and have obvious shopping + travel promotion features.
The seaside tourist area has excellent transportation. Holiday travel requires fast and direct international routes and “busy” domestic routes. The resorts have a high density of beachfront airports and many routes. The concentration of Australian and new international flights is second to none. Every tourist city on the east coast of Australia has its own airport. Cairns, with a population of only 120,000, operates 31 international flights a week, with direct connections to New Zealand, Guam, Hong Kong, Osaka and Singapore. The Gold Coast is only 80 kilometers from Brisbane and has independently opened international routes to Japan, Singapore and Hong Kong, and will expand to a larger international airport in 2006. As the largest city in New Zealand, Auckland has 10 international routes to Australia, the Pacific Islands, the United States and South America, and has expanded into more international routes via Sydney, Brisbane and Los Angeles. There are 32 international airports in Spain, with an average of 1.58 square kilometers. One-third of the tourists to Spain travel by plane, and the three routes with the most passenger traffic are to the coastal cities and islands. The international airport of the French Côte d'Azur Nice has more than 30 daily flights to Paris and more than 20 daily flights to London. Each resort has vigorously developed the tourism charter business. Nearly 70% of tourists who fly in and out of Spain are on non-scheduled flights. Europe's powerful big travel companies operate charter companies at the same time, with fixed sales channels and customer bases. Thomson Holiday, the UK's largest travel wholesaler, and LTU, Germany's largest travel wholesaler, used charter flights to send large numbers of tourists directly to Mallorca. Domestic and regional transportation is convenient and fast. The Spanish railway network is distributed radially around Madrid, covering the entire Spanish peninsula and connecting with European countries. French fast trains and high-speed trains connect the Blue Coast and all major cities in France and Europe. The coastal city has perfect transportation facilities. Each seaside tourist city has a double-decker open-top sightseeing bus that is uniquely decorated for tourists. Tourist buses or cruise ships in Australia and New Zealand are available for sightseeing and sightseeing. The cruise ships are generally medium-sized catamarans, with colorful and luxurious facilities. In the Gulf of Oakland, a yellow water "TAXI" boat is available for tourists to rent.
The seaside resort has a superior tourist environment. The resorts have high-end and high standards in terms of humane atmosphere, ecological protection, social supply, and social services. Many coastal cities are holistic resort cities, and some countries are like a complete resort country. The city is beautified, purified, and the traffic is in good order, which is in harmony with the beach. Tourist information services are everywhere. There are three areas: consulting center, travel website and explanation instruction system. There are travel consultation centers along the airport, seaport, urban area, scenic spot, beach and highway. More than 100 kinds of travel brochures are placed. Also configure the computer for self-examination. All facilities have open toilets for passers-by, coin-operated or free toilets in urban streets and green spaces, complete facilities, convenient and clean. The signposts of traffic nodes inside and outside the city are simple and conspicuous. The tourism industry is excellent in quality. The delegation travels on a tourist bus and is guided by a driver and a tour guide while driving. The public security of the resort is good, and the residents are friendly and civilized. For example, France puts forward the slogan “Please don’t treat tourists as outsiders”. These constitute the indispensable elements of the human environment of the “holiday paradise”.
Third, the main experience of developing seaside holiday tourism abroad and the main gaps in Shandong Province
Major foreign experience
1. Unified scientific planning. Governments attach great importance to coastal tourism development planning, stipulating that all coastal tourism resources are owned by the state, and the right to use is allocated to local governments and controlled by local governments. The national, provincial and municipal governments have compiled control plans for coastal development, and clearly defined land use, zoning principles, resort facilities, access routes, environmental protection, conference facilities, and activity combinations. Unified planning. The government regulates development through planning and infrastructure construction. Countries have also enacted relevant laws and regulations to make the development of coastal areas legal. For example, Spain has a national “Beach Law”, the Campania region of Italy has a large “Beachfront Law”, the Australian Gold Coast Municipal Government promulgated the beach protection regulations in 1968, and the Sydney Municipal Government issued a new one in 2003. Beach building regulations. Mexico's Cancun was developed on the premise of strict compliance with the plan, and the plan formulated 30 years ago still plays a decisive role. The development plan of the Spanish city of Lanzarote has clear standards for building density, height, architectural style, building materials, and distance from the coastline. It restricts 90% of the island's banned buildings, and the building must not exceed 3 floors. And reduce the development density, requiring the tourist facilities to open a certain distance from the seashore, and build a stretch-type step-back format. Auckland stipulates that 2/3 of the terminal's land is used for the yacht service area and the central recreation area. Docklands, Melbourne's new harbour area, requires that all coastal buildings must be 100 meters away from the waters and 5% of the land is used to build resort hotels. Hawaii's tourist sites are strictly protected and controlled, and even landowners have no right to change plans at will. The draft law of the Campania region of Italy stipulates that private companies operating beach tourism must obtain the right to operate beaches and beachfront facilities, and the development content must comply with the waterfront development regulations and overall planning. State-owned coastal areas prohibit mining practices, agricultural animal husbandry land use practices, industrial practices, various architectural practices that are different from the draft approval, changes to existing water systems, excavation practices, dumping of waste, and collection of sand or other materials. In the coastal beach area, within 600 meters from the inner boundary of the beach, it is not allowed to construct a road parallel to the beach coast. It is not allowed to build residential facilities or any other form of residence within 300 metres of the beach. Within 600 meters of the beach's internal boundary, it is not allowed to build facilities for purifying water, garbage disposal facilities and pumping stations.
2. Adhere to market orientation. Accurate source market positioning has a guiding and decisive role in the development and construction of resorts. The seaside holiday tourism market is not only restricted by spatial distance, but also influenced by cultural and psychological factors. Mexico's main source market is located in the United States bordering it, and its European market is positioned in Spain with a close historical and cultural connection. The first source market in Rio de Janeiro, Brazil, is its neighbor, Argentina, not the United States. Both Australia and New Zealand regard domestic sources as the mainstay, and they are the largest international source countries, followed by the United Kingdom, Japan and the United States. Countries pay attention to market segmentation, determine development and construction strategies according to source market and scale, and product development emphasizes specificity and individuality. 90% of the international tourists hosted by Spain come from Europe. Each resort has a specific target group, which will host domestic tourists, tourists from other European countries, and resorts for sports, old age, youth and family vacationers. In response to the characteristics of European affluent people who love private yachts, Mallorca has developed a number of yacht marinas with a total of 23,000 yacht berths and a parking fee of 1000 Euro per night. Many members of the royal family, famous stars, movie stars and ship kings in many countries The yacht is parked here all year round.
3. Innovative promotion and promotion. Countries strive to innovate in publicity and promotion, and showcase the new image of tourism. Spain's main seaside holiday tourism, the promotion slogan is "Sunshine Spain", all promotional materials use a unified "sun" logo. Official tourism agencies hold briefing sessions each year to major source markets. The National Tourism Administration of Spain invested 87 million euros in the construction of tourism information service facilities, and linked the official website with the corporate website, with a high rate of return. The national tourism website reached 4,000 pages, and the hit rate in 2003 reached 10 million. The French government allocated a budget of 80.9 million euros to the tourism sector in 2002 and decided to increase the budget by 40% in 2003. The State, local governments and private companies jointly established the “French House” and established 31 offices in 26 countries, which are responsible for overseas promotion. In 2002, the state provided operating funds of 27.44 million euros. Malta has set up 12 tourism offices in the world, one of which is in Beijing. The annual promotion fund is 20 million euros, of which the government contributes 18 million euros. It publishes advertisements in the mainstream media of the United Kingdom, France, Italy and other countries, participates in the international tourism exhibition, and invites 1,000 reporters to cover the report. Australia's Sydney and Gold Coast promotional materials are more than 100 kinds, using 11 kinds of texts, in order to expand the Chinese market, the Chinese official website has been specially developed. Hawaii has attracted a lot of Japanese tourists. The main tourist facilities on the island have a Japanese commentary system, and the TV station has a special Japanese channel. South Korea and Japan Airlines have established high-end resort hotels in Honolulu to cater to domestic tourists.
4. Policy funding support. Governments have adopted a series of measures to provide policy funding support for the development of seaside holiday tourism. The draft law on the “Guidance and Collaborative Project for the Development and Use of Tourism and Entertainment in State-Owned Maritime Areas” in Campania, Italy, provides for support policies for coastal tourism development. From 2002 to 2006, the EU invested 400 million euros to subsidize the improvement of coastal tourism facilities in the region. Enterprises can apply for bidding through bidding, with the highest proportion being 50% of the investment. 6% of Spain's national tourism budget is dedicated to the development of seaside holiday tourism. The Balearic Islands government directly invested 111 million pounds to build sidewalks, commercial areas, parks and hiking areas to improve the seaside tourism environment and infrastructure. The total planning cost of the Cancun Resort in Mexico is shared by the National Tourism Development Corporation, a subsidiary of the Central Bank, and the National Tourism Promotion Foundation, a division responsible for tourism development under the Ministry of Tourism. The Foundation invests in the construction of infrastructure and initially provides financial support and support for hotel start-up and operation. The specific projects are organized by relevant government agencies such as the Ministry of Public Works and the Ministry of Water Resources.
5. Strictly regulate management. A beautifully clean and well-equipped beach is one of the main attractions for a seaside holiday. The beaches of European seaside resorts have the same characteristics, whether they are high-quality beaches or ordinary pebble beaches: strict management, cleanliness, beautiful environment and facilities. The beach is a public facility managed by the government. In order to protect the health of tourists, there are special personnel responsible for sampling and monitoring the seawater every day to ensure the water quality is up to standard. The sewage from the coastal city can be purified by the treatment before it can enter the sea. There is no one on the beach, and there is no Red Ten Emergency Center. The EU also implemented the famous “Blue Flag Project” for beach development management in coastal resorts, and set specific standards for seawater quality, coastal protection, service standards, safety factors, environmental awareness, etc. The beach is inspected, the “blue flag” is awarded to the beaches that meet the standards, and the “blue flag” is cancelled for beaches that do not meet the standards. The Italian region of Shepania stipulates that beach dressing rooms and service rooms should be constructed of materials that are portable, detachable or easy to move. It is forbidden to post any form of poster advertisement on the beach, and air network related to power transmission and communication. And equipment installation work must be evaluated in advance.
International seaside holiday tourism has gone through some detours in the course of decades of development. First, the planning lag caused construction disorder and development damage. Rio de Janeiro, Hawaii, and Mallorca have had such problems in the early stages of development. For example, the earliest urban buildings in Rio de Janeiro slammed into the beach, occupying a large area of beach, making the beach hinterland extremely narrow, tourists lacking basic space for activities, and later had to make up for it by filling the beach with artificial beaches.夏威夷瓦胡島早期的海濱開發造成1/10的沙灘消失，許多度假單元建設時不得不通過開挖人工潟湖來新造沙灘。二是過度城市化給度假區發展帶來的負面影響。的有海濱城市增加了大量的建設項目，如交通幹道、商業設施等，其功能與遊客的需求或旅遊度假區發展的要求矛盾，很大程度上幹擾度假區建設和遊客度假氛圍的營造。同時，城市化還造成傳統文化的退化和對歷史遺跡的破壞，如夏威夷土著歷史文化的退化和傳統社區的破壞，已成為令當局頭疼和下大氣力解決的問題。三是早期的低層次和趨同化開發導致非持續性成長。西班牙、法國、義大利海濱度假旅遊都經歷了一個發展——衰弱——重振的曲折歷程。發展初期，以低成本批量建設海濱度假地、海濱城鎮及飯店設施等，在較短時間形成了規模，但度假地的趨同化及由此帶來的吸引力下降和低水準的價格戰嚴重影響了旅遊效益。 15年前，這些國家製定了重振戰略，重點是重新定位，提升質量，多樣化開發，擴大市場和消費。四是生態環境破壞會導致度假資源的質量下降和旅遊環境的惡化。海濱旅遊資源具有不可代替性和不可再生性，特別是沙灘資源是海洋潮汐、波浪運動和地殼運動共同作用的結果，其改造和利用必須要遵守自然規律。夏威夷早期開發中曾經造成濱海生態資源的破壞，後來不得不對濱海建築和道路進行大規模的拆除和重建。我們必須吸取教訓，未雨綢繆，盡可能避免發生此類失誤。
山東省海濱度假旅遊的主要差距和問題
對照旅遊發達國家發展海濱度假旅遊的經驗，從整體上看，山東省的海濱度假旅遊實際上還沒有走上軌道，相當程度上還沒有起步。按照此次考察的幾處世界著名度假地的水準衡量，目前省內實際上還沒有一處真正意義上的旅遊度假區，也沒有一座真正意義上的度假酒店，也基本上沒有接待過真正意義上的海外度假旅客。
首先，綜合基礎設施水準低。國際和區內交通、度假酒店等接待設施、城市服務功能等都離接待高消費的度假遊客有很大差距。如度假旅遊過程中購物消費是十分重要的內容，夏威夷就建有面向度假遊客的、規模可觀、門類齊全的購物中心和商店群，而山東省的旅遊城市包括青島在內都遠遠達不到這個規模和水準。
其次，對度假旅遊消費和度假產品的認識不到位。由於不了解國際上度假旅遊消費的特點，憑低消費的經驗來設計高消費項目，僅憑想像設計、肓目投資，結果建設出一些連大眾遊客都感覺不對路的所謂度假設施。青島石老人國家旅遊度假區在設施建設和配套方面存在很多不足，不具備度假功能。煙台、威海、日照等城市與國外的旅遊度假地相比差距就更大。
再次，規劃滯後。一是缺乏全省海濱度假旅遊規劃，對全省海濱旅遊度假區的建設統籌指導和管理不力。二是度假區建設缺乏真正的“旅遊度假規劃”。全省已出台的幾個度假區規劃基本都是由不專門研究度假旅遊的專家編製的，結果使許多已經開始建設的度假區出現城市化傾向，甚至造成建設性破壞。
最後，體製問題製約大，非專業化管理問題突出。度假旅遊和度假區管理是一項專業化要求很高的工作，而目前山東省旅遊度假區的管理體製非專業化問題嚴重，管理層整體貭素不高，造成度假區的規劃、建設、管理與經營參差不齊，低水準運作。
四、對山東省發展海濱度假旅遊的建議
借鏡歐美以及澳洲各國發展海濱度假旅遊的經驗，結合山東省實際，提出以下幾點建議：
將海濱度假旅遊開發作為山東省旅遊業加快發展的重點和突破口。國際旅遊業發展的實踐證明，海濱度假旅遊消費市場廣闊、經濟效益巨大，對促進城市建設、擴大社會就業具有重要意義。通過這次實地考察進一步認識到，山東擁有中國北方一流的海濱度假旅遊資源，大陸海岸線全長3024公裏，加快發展山東省旅遊業，潛力在海濱度假，後勁在海濱度假，突破口也在海濱度假。旅遊度假區建設是實現山東省旅遊業從中低層向高層次、由數量型向效益型、由單一性產品向綜合性產品提升的關鍵，是旅遊產業跨越式發展的支點，也是擴大國際旅遊市場、吸引國內高端旅遊市場、提高區際競爭能力的主要出路，必須高度重視，擺上重要位置。要認真貫徹中央經濟工作會議提出的“五個統籌”的發展要求，緊密結合省委、省政府確定實踐半島城市群建設這一重要舉措，借鏡國外“旺季賺足，淡季有為”的經驗，打破淡旺季問題的思想束縛，大力開發海濱度假旅遊，國際市場主攻日本、韓國、俄羅斯，國內市場兼顧高消費和大眾客源，將山東沿海建設成為國內外知名的度假旅遊勝地，發展以旅遊為龍頭的綜合型海洋經濟，以海濱度假旅遊帶動山東省旅遊業成熟發展、全面升級，成為服務業發展的新亮點。
高起點編製海濱度假旅遊開發規劃。海濱旅遊度假區是具有較高技術標準、專業性很強的經濟區域，必須科學規劃、高水準建設。國外海濱度假地基本上都採用沙灘、步行道、酒吧餐飲區、購物區、酒店區以及大型娛樂設施依次布局的格局，特別是在海濱必須給遊客留出開闊的海灘。而目前山東省海濱建設混亂，主要表現為沿海工業生產造成環境污染、房地產開發造成土地侵佔和景觀質量下降、旅遊度假區盲目開發導致海岸帶破壞等，有的令人觸目驚心。借鏡國外的經驗教訓，要以高水準規劃為起點，從完善旅遊配套服務功能的要求出發，科學整合、最佳化配置海灘、餐飲、購物、住宿、會議、運動、娛樂、文化、交通、歷史遺跡等要素和設施，形成海濱度假旅遊生產力體系，防止一哄而起、遍地開花、盲目建設、低水準開發、低價格競爭。這次拜會世界旅遊組織時，我們提出請世界旅遊組織幫助邀請高水準的國際海濱規劃專家，與國內專家結合組成不同班子，高起點、高標準編製《山東省海濱度假旅遊開發概念規劃》，在此概念規劃指導下，選擇膠南靈山島、海陽鳳城萬米沙灘、榮城天鵝湖和日照太陽城的項目選址地，編製4個全省示範性海濱度假區規劃，作為發展山東省度假旅遊的先導。對方原則接受這一建議。如省政府同意，將盡快組織實施。規劃經費需400萬元，請省財政專項解決。
加強大環境建設。海濱城市建設要突出強調綠化、凈化、美化、靜化，實施屋頂工程、亮燈工程、標志工程等，強化市民公德意識、旅遊意識和熱情好客意識，提倡人性化、細微化、規範化服務，建立良好的城市人文環境。要把海濱度假旅遊發展需要與實施半島城市群開發、建設山東半島製造業基地戰略相結合、相回響。科學調整城市的土地利用規劃和城市整體規劃，禁止建設污染性和生態破壞性項目，對沿海城市的歷史文化進行深入挖掘和整理，打造城市旅遊品牌，構建優越的發展環境。
完善配套政策法規。海濱度假旅遊開發必須依法進行。現行《山東省旅遊管理條例》主架構是1996年出台的，缺少海濱度假旅遊開發的有關內容。要盡快進行修訂，明確旅遊度假區建設和度假旅遊在旅遊產業發展中的地位，對海濱土地轉讓、開發、經營、管理、環境保護等作出明確的規定，將海濱度假旅遊開發納入法製化軌道。要研究製定鼓勵海濱度假旅遊開發的優惠政策，推行海濱資源經營權與所有權“兩權分離”，吸引工商資本、民間資本、外國資本投資建設海濱度假旅遊設施。出台《山東省旅遊度假區管理辦法》，對旅遊度假區的發展方向、開發規劃、項目建設、土地使用、支持政策、管理體製等作出明確規定，針對目前旅遊度假區建設中存在的土地侵佔、多頭管理、無序開發、上污染項目等問題，近期將下發《關於進一步加強旅遊度假區管理的通知》，提出加強管理、加快發展的一系列措施，並召開全省度假區工作會議進行部署。
成立海濱度假旅遊開發領導協調機構。沿海7市旅遊業發展基礎好，旅遊總收入相當於全省的70%以上。發展海濱度假旅遊，需要打破行政區劃限製，科學整合資源，統籌開發建設。建議成立山東省海濱度假旅遊開發領導小組，請孫守璞副省長任組長，省計委、財政廳、國土資源廳、建設廳、交通廳、海洋與漁業廳、環保局、林業局、旅遊局等有關部門負責人和7市政府分管市長為成員，負責對海濱度假旅遊開發的組織協調和工作推進。
In accordance with the instructions of the leaders of the provincial party committee, the provincial government and the National Tourism Administration, in order to learn from the development experience of international famous seaside resorts, and to develop the coastal tourism in Shandong Province in conjunction with the construction of the peninsula urban agglomeration, from late November to late December 2003 The Provincial Tourism Bureau organized three seaside holiday tourism delegations, led by the bureau leaders, to Spain, France, Italy, Malta in the Mediterranean, Brazil, Mexico, the United States in the Caribbean, Australia and New Zealand in the South Pacific. Countries such as Lanzhou have investigated coastal tourist resorts such as famous coastal cities, islands and beaches outside the city. During the visit, I met with the Secretary-General of the World Tourism Organization and discussed with the relevant national and local tourism authorities. I really visited the beaches, water sports, resort hotels, transportation, catering, shopping, entertainment, nightlife and other facilities, and received the expected results. The scope of the investigation, the content of the content, and the good results are only seen in the national tourism industry. The situation will be reported as follows:
I. Basic situation of the development of foreign seaside holiday tourism
Europe is the birthplace of seaside holiday tourism. At the beginning of the 20th century, the Mediterranean coastal resort became the world famous seaside tourism center. After World War II, modern seaside holiday tourism with the middle class as the main consumer group gradually emerged and developed into the mainstream of international tourism. According to the statistics of the World Tourism Organization, in 2002, the number of inbound tourists in the world was 715 million, and the top four countries in France, Spain, the United States and Italy accounted for 30%, all of which were developed coastal resorts. At present, only the Mediterranean coast receives hundreds of millions of international tourists each year, 85% of which flow to the seashores of Spain, Italy, France and Turkey.
“Tourism Kingdom” Spain has more than 8,000 kilometers of coastline, 24% of which are beaches, and there are more than 2,000 beaches on the coastal waterfront and islands. The resorts of the Golden Coast, the White Coast, the Sunshine Coast, the Shining Coast, the Balearic and the Canary Islands are internationally renowned. In 2002, Spain received 51.3 million international tourists, with a tourism income of 37 billion US dollars, accounting for 12% of GDP, providing 1.5 million jobs. Beach holiday tourism has contributed. Among them, 3,640 square kilometers of Mallorca, the tourist peak season airport takes off and takes 1 flight every 1.5 minutes, receiving 10 million tourists a year, of which more than 90% of international tourists, equivalent to 10 times the number of inbound tourists in Shandong Tourism revenues amount to 7 billion euros, and 70% of the island's population is employed in tourism and related industries.
France, the world's number one tourist country, borders the Mediterranean Sea in the south and the Atlantic Ocean in the west. It is a paradise for holiday tourists. France spends more than 60% of its vacations each year, and half of them choose to go to the beachfront for a holiday. In 2002, it received 76.7 million international tourists, accounting for 10.7% of the world tourism market, tourism revenue of 34.5 billion euros, equivalent to 7% of GDP, and tourism employment accounted for more than 7.5% of total employment.
The coastline of Italy is 7,300 kilometers, and the seaside tourism is very developed. In 1999, it received 106 million beach holiday tourists, accounting for 34% of the total national reception. It is far ahead of all kinds of scenic spots and 12,000 professional seaside tourism companies. In the southern Campania region, tourism revenue in 2002 was equivalent to 20% of GDP, and beach tourism accounted for 65% of domestic tourism and 55% of international tourism.
The island of Malta has an area of 316 square kilometers and a population of 370,000. The country combines the beautiful scenery of the island with the profound history and culture, and vigorously develops holiday tourism. It receives 1.1 million international tourists a year, three times its population, and tourism income of 246 million Maltese lira, equivalent to the total economic volume. One-third of the tourism tax accounted for 22% of fiscal revenue, providing one-third of jobs, of which the contribution of seaside holiday tourism to tourism is close to 50%.
The South Pacific island nation of New Zealand, composed of dozens of large and small islands, is a typical representative of marine culture. The northern subtropical bay islands are dotted with unique coastal scenery and numerous hot springs. The country attaches great importance to tourism and defines tourism as a leading industry in the new economy. In 2002, it received 1.96 million inbound tourists. The total output of tourism was 14.6 billion Singapore dollars, accounting for 10% of GDP. It has become the country's largest export earning industry and provides 10% of the country's jobs. In the next five years, the number of people in New Zealand will increase by 50%.
Australia is the smallest continent on earth and the largest island with a coastline of 36,000 kilometers. The special geographical and climatic conditions make the various beaches, bays and coastal landscapes rich and unique. It is a resort for seaside holiday tourism. The Gold Coast and the Great Barrier Reef are world famous. In 2002, Australia received 4,412,200 inbound tourists, with a total tourism output of A$70.8 billion, which exceeded the traditional agriculture, animal husbandry and mining industry, accounting for 4.5% of GDP. Tourism earned A$17 billion, the largest export of services. Foreign exchange earning industry; tourism industry accounts for 9% of total employment.
Brazil is the largest tropical country in the world, with many beautiful beaches on the 8,000-kilometer coastline. The country has taken advantage of its colorful tropical scenery and unique cultural landscape to develop seaside holiday tourism. Tourism has become one of the fastest growing industries in Brazil in recent years. In 2001, it received 4.8 million foreign tourists, accounting for 33.14% of the total reception in South America. Tourism earned 3.7 billion US dollars, accounting for 32.74% of tourism revenue in South America, and solved the employment of 6 million people.
Mexico is one of the world's top ten famous tourist countries, with many coastal islands and a coastline of over 16,000 kilometers. In the 1970s and 1980s, the Mexican government chose five desolate beaches and developed five large-scale seaside resorts such as Cancun and Los Cabos, creating a successful example of a government-scale development resort in the world. Tourists travel to Mexico, the first goal is the waterfront. In 2002, more than 4.78 million tourists took the luxury cruise to Mexico, accounting for 65% of the world's cruise tourism. In 2002, the country received 19.7 million foreign tourists, earning 8.858 billion US dollars, tourism revenue accounting for 9.5% of GDP, providing more than 1.7 million direct employment opportunities. Tourism is the third pillar industry in Mexico.
The US coastline is 22,680 kilometers long. The eastern, western and southeastern waterfronts have many fascinating seaside resorts. With a population of 230 million people in the United States, more than 100 million tourists go to the beach every year. In 2002, the United States received 45.4 million inbound tourists, ranking third in the world. Hawaii is located in the North Pacific Ocean. It consists of 132 islands with a length of 1,500 miles and an average annual temperature of 25 °C ~ 30 °C. It is a world-famous tourist resort. In 2000, it received 7 million tourists and the tourism income was 10.9 billion US dollars, both of which reached a record high. Tourism revenue accounted for 60% of GDP. State government taxation, labor and employment, and personal income of residents mostly depend on the contribution of tourism.
Second, the main features of the development of seaside holiday tourism
Seaside holiday tourism products are rich and colorful. In order to enhance the attraction of seaside holiday tourism and enrich the tourism products, a coastal holiday tourism product system consisting of beaches, water sports, cultural sightseeing, theme parks, folk participation projects and special tourism activities has been formed to satisfy the tourists. The consumption needs of a leisure resort in a certain place for a long time.
The main attraction of the seaside holiday tourism is 3S, as well as the coastal landscape of the beach and the sea area connected to it. The beach is one of the essential facilities for a seaside holiday. It is generally composed of water sports area, swimming area, sunbathing area, beach activity area, ancillary facilities and bar catering. The space is wide, patchwork, and some Stretches for several kilometers. Facilities such as life expectancy, lifesaving, medical treatment, benches, wooden walkways, and fresh water flushing are all available. In order to meet the needs of family vacations, there are children's games and activities at a distance from the sea. Rio de Janeiro, Brazil's largest seaport city, has a city beach of 90 kilometers and more than 30 natural baths, the longest of which is 18 kilometers long. These beaches have high waves and are suitable for surfing and water sports; some are white and jade, thin and soft, and are ideal for sand sports such as beach volleyball and beach football. The New Zealand resort of Pasia is surrounded by the world's rare giant beaches of more than 140 kilometers. The Surfers Paradise, Broad Beach and Burleigh Head Beach on Australia's Gold Coast are world-famous beaches and beach stadiums. Cancun, Mexico is a snake-shaped island 21 kilometers long and 400 meters wide. There is a 20-kilometer-long white sand beach on the beach, which is covered with sand that is weathered by coral. It is named as “white beach”. "Pearl Beach", "Turtle Beach", "Lobster Beach". On the beach there are also Mayan-style pavilions and cottages with palm-leaved, stone-column pillars. Cancun is hailed as the 7th largest beach resort in the world, and large international conferences such as the North-South Conference and the World Trade Organization Conference are held here. In 2002, it received more than 3 million tourists, and its foreign exchange income reached 3.2 billion US dollars, accounting for 36% of Mexico's tourism revenue.
In the past 10 years, with the gradual maturity of seaside holiday tourism, the most closely combined and distinctive features are sports tourism projects. In particular, golf has become an increasingly popular sport for beach holiday travel. The new slogan of the National Tourism Administration of Spain is “Golf in the Sun”. There are 250 golf courses in the country, with an average of 2,000 square kilometers, most of which are concentrated in seaside tourist resorts. There are currently 12 golf courses in Mallorca, with plans to build 30, with an average of 120 km. There are 77 golf courses in Hawaii with an average of 216 square kilometers. Many hotels have their own courses. In order to enrich the marine sports project, Spain has established more than 300 nautical clubs. The island of Palma has built the Port of Palma into a “sailboat port”. The sailing competition is held all year round, with 100,000 contestants and accompanying personnel each year. The local government subsidizes the football team and the bicycle team to host the Tour de France. The contestants participate in the competition and 80,000 people go to the island for vacation each year. There is no advantage in the Maltese beach, but there are more than 10 famous bays such as Paradise Bay and Golden Harbor. The country is committed to creating a “water paradise” and developing sports such as swimming, snorkeling, diving, boating, sailing, rock climbing, surfing, fishing, gliding, water skiing, windsurfing, etc., as well as golf, tennis and horse racing. High-profile events such as squash and classical cars make sports vacation a prominent feature of the Maltese seaside holiday. Hawaii has become a famous world water sports center, and many world-class water sports competitions have been held here, bringing in $240 million in revenue for all sports.
The diversity of seaside holiday tourism products is also reflected in the combination of history and culture. The resorts fully utilize the advantages of historical and cultural resources, and incorporate cultural relics, museums, folk customs and cultural landscapes into the series of seaside holiday products. The Blue Coast is one of France's artistic sacred sites, and the country has launched the “Blue Coast Museum Pass” for 65 museums, historical monuments and botanical gardens in the Alpes-Maritimes. Naples, the largest port city in Italy, is a summer retreat for the Roman emperors. The ancient sites of Pompeii in the suburbs, Su Lito and other scenic spots blend in with the harbour scenery. In order to highlight the local characteristics, Naples focused on the development of historical and cultural resources, with Pompeii as the backdrop, and organized large-scale performances in the summer and evening. Spain has launched the “Pilgrimage Route”, “Don Quixote Road”, wine tours, food tours, nature tours, art tours, folk architecture tours and other themes of tourism products, enriching the seaside resort tourism Cultural connotation. Each resort focuses on the inheritance, innovation, promotion and display of traditional culture. Rio de Janeiro combines the Brazilian samba dance, football culture and seaside holiday tourism, and Cancun incorporates the surrounding Mayan cultural heritage into the holidaymakers' day trips. Hawaii fully inherits and reproduces the indigenous culture that has been handed down locally, making it the most distinctive and attractive tourism project in the region.
Theme parks are also popular with seaside holiday travelers. The Australian Gold Coast has a population of nearly 500,000 people and 80% of them are engaged in tourism. In addition to 60 golf courses and 12 national parks, the city also has 4 theme parks such as "Sea World", "Dream World", "Warner Brothers Movie World" and "Waterpark". The world's tallest, fastest and most exciting speeding project in "Fantasy World" attracts a large number of young tourists who are adventurous. Melbourne uses abandoned gold mines to build theme parks and store authentic old streets and mines. Visitors can not only go underground to see the original gold nuggets, mining tools, watch the gold-magazine simulations, but also screen the sands in the Gold Rush. Los Angeles is a leading entertainment park with a large entertainment theme park. Disney and Universal Studios Hollywood are a comprehensive tourism project that combines sightseeing, leisure, entertainment and service. The world enjoys a high reputation. There are 30,000 berths in Disney's parking lot and 18,000 in indoor parking, with an average daily income of more than $1.2 million. Mallorca has made up for a single shortage of coastal tourism products. It plans to build a large-scale theme park in the port of Aventura, with a total investment of 400 million to 500 million euros. It is designed by a Danish company and has a design fee. It is 5 million to 6 million euros, with the goal of attracting 3 million visitors a year. These theme parks have greatly increased the reputation, color, dynamics and excitement of holiday destinations, and are interdependent with beaches and other landscapes, making them a must-see for holidaymakers, especially young and family.
The colorful and special activities of the resorts make the seaside holiday tourism full of vitality. The large-scale tourism activities in the cities of France's Côte d'Azur are vying for the year round. There are Rose Festival, Film Festival, Formula 1 Grand Prix in spring, Jazz Festival and Jasmine Festival in summer, and Hazelnut Festival in the small village in autumn. Festival, Mushroom Festival, winter acrobatics festival, lemon festival, carnival, mimosa festival, can be described as "all seasons, passion is unlimited." Among them, the International Carnival in Nice, the International Film Festival in Cannes, and the Formula 1 Grand Prix in Monaco enjoy an international reputation. Spain's second largest city, the famous seaside resort of Barcelona, tasted the sweetness of the 1992 Olympic Games, and frequently held large-scale events such as conferences and exhibitions to enhance the attractiveness of tourism. In 2002, 1345 large international conferences and domestic conferences were held. In 2004, the World Urban Culture Forum will be held, including 4 exhibitions, music events, celebrations, etc., with 60,000 participants, which is expected to attract 1.5 million international visitors. . Rio de Janeiro's annual Carnival in the middle and late February of the year, the grand Samba dance parade, has become a retention project to attract tourists from all over the world. Only a four-day holiday in Rio de Janeiro will attract 400,000 visitors. Mallorca has traditional folk festivals almost every month throughout the year, such as the San Antonio Festival, Carnival, Easter, Moros Festival, large folk art festivals and Christmas, and often hosts some traditional sports. Competition activities, such as campfires, tug-of-war competitions, etc.
The seaside resort tourism support service is sound and perfect. In order to meet the needs of different levels of holiday tourists, each resort has built 7 different types of accommodation facilities: star-rated hotels. Most of the upscale hotels are built on the waterfront and add as much room as possible to the sea. About 3 km from the coast of Palma Bay in Mallorca, there are 6 4- and 5-star hotels, mainly for the wealthy class, conference tours and rewarding holiday visitors. Some hotels are located in castles, palaces, ancient mansions or natural beauty areas, and are attractive for high consumers. family Inn. It has a long history, simple and family atmosphere, and is more common in small towns and villages. Holiday apartment. The furniture is complete, suitable for families and groups, most of which are rented in one week or two weeks. Camping place. The government stipulates that camping is only allowed at designated venues. There are more than 1,200 camping sites in Spain that can accommodate 650,000 people. Youth Hostel. The youth sports institutions affiliated with the localities form a national network suitable for young people and students. Country guest pile. With the rapid emergence of rural holiday tourism, the country's natural environment and folk customs are known. Spa sanatorium. The rehabilitation facilities and services that provide treatments are an ideal place for visitors to enjoy fitness, relaxation and leisure. Hawaii's resort hotels, business hotels, holiday villas, property hotels and timeshare hotels, etc., the annual occupancy rate of rooms is 83%. On the inner side of Bondi Beach Street in Sydney, there are various low-star hotels with various types of rooms. There are loungers and coffee tables on the balcony and platform. The open air bar is set at the entrance of the hotel. Majorca develops hot springs and seawater wellness products. Four-star hotels and above have outdoor and indoor swimming pools. Some hotels also have simulated seawater fitness centers to artificially warm seawater. The main attraction of the Tangaluma tour in Australia is to feed wild dolphins from the sea every night on the beach, and to sand on the sand islands with 70 different colored sands. In 1981, a family brother in Australia bought a 20-hectare land development resort for 2 million Australian dollars. So far, it has invested 25 million Australian dollars to build holiday facilities.
For the convenience of tourists to enjoy the unique food and beverage service, there are a large number of restaurants and bars on the beach and the streets of the city, serving local flavors, specialty coffees and fine drinks. French meals and wines, Italian pasta and pizza, Spanish barbecue and seafood, Maltese rabbit meat and Lampka fish are all local favourites. Naples developed a seaside and rural holiday tour in Naples, promoting the image of “the hometown of pizza”, stipulating that rural tourism must provide local grape sprinkles and authentic pizza. Spain promoted food as an important part of the diversification of seaside tourism, and created a distinctive catering image, making catering a tourism project. The locals said with interest: "We sell beaches, sea water, sunshine and seafood." The seafood street in Lona Harbour is quite large. Visitors can enjoy a seafood-style dinner and enjoy the night view of the port. There are as many as 500 restaurants on the Gold Coast in Australia. In addition to authentic French cuisine, Italian cuisine, Korean barbecue, Japanese cuisine, and Chinese cuisine, Australian seafood, kangaroo meat and wine are also highly recommended. In 2004, a 500-600 large-scale catering performance venue will be added. Sydney's All-Australia Seafood Collection and Auction Center has become a self-selected seafood barbecue cooker for diners. The small villas on Tangeruma Island allow visitors to buy food and cook for themselves.
Nightlife is an indispensable part of seaside holiday travel, even called “half of the country”. The seaside life of the Spanish seaside city is unique. There are a variety of entertainment activities in cinemas, theaters, concert halls, exhibition halls and conference centers. Pubs, bars and nightclubs are usually open until 3-4 am, and many places are open all night long. The largest nightclub in Europe is built on Mallorca. According to statistics, 80% of visitors to Spain are more than 2 times, 70% are re-visitors more than 4 times, and 80% of repeat customers are going to the beach for a holiday. The rich nightlife is an important factor in attracting visitors to visit again. The three highlights of the nightlife in Australia and New Zealand are the marina, the open air bar and the casino. Cairns has opened a Maine Square on the inner side of the harbour. It consists of vast green spaces, open swimming grounds and exquisite artificial beaches. It is a night of light and a romantic atmosphere. Sydney’s nightlife scene, centered around the Opera House and the Harbour Bridge, is spectacular, with all the buildings lit up with lights and boats in the bay. Thousands of open-air tables and chairs have been placed inside and outside the Opera House, on the seawall and on the streets. Tens of thousands of people drink, talk, drink coffee or dance in star-studded lights and gentle sea breeze. The paradise beaches of the Gold Coast open a night market with lights every night, and numerous street art performances have greatly increased the number of visitors.
Shopping trips are very popular. Seaside holiday visitors have more time to shop. The shopping streets and hiking areas opened by European coastal cities serve both locals and shopping paradise for foreign tourists. Travel shopping accounts for more than 60% of tourism revenue. The cross street boutique street in Cannes, France faces the Mediterranean Sea, allowing visitors to enjoy world-renowned cards and uninterrupted views. The “Old Nice” open-air market in Nice is run by more than 600 small business owners, artists and craftsmen. The port and commercial center of Las Ramblas in Barcelona, Spain, is densely populated by tourists from all over the world. The unique tourist souvenirs in the area are dazzling, the flea market is nothing, and the small shops in the small alleys extending on both sides of the street are row upon row and unique. The local tourism department coordinated with the municipal department to regulate the tourist shopping area, and specially prepared shopping and travel routes. The members of the Chamber of Commerce and the tourism department each contributed 50% to promote shopping and tourism. Handicraft production center in Mallorca, a collection of handicrafts. Various handicraft workshops and stalls run by local farmers can be seen everywhere. Each beach on the island has a relatively independent shopping area. Perfume workshops, pottery workshops, cheese workshops, glassware workshops, etc. are both tourist spots and shopping areas. The shopping venues on the Australian and New Zealand roads generally use the tourist consultation center + shopping shop + public restroom, or gas station + shopping shop + public restroom, or chain restaurant + shopping shop mode. In the tourist attractions, visitors will naturally pass through the shopping area when entering and leaving the gates and entering and exiting the restaurant. The Pacific Mall on the wide beaches of the Gold Coast has 4 large department stores, 1 supermarket, 260 stores, a children's play center, 12 cinemas, as well as a food street and lounge for visitors. Crafts and souvenirs are unique and have obvious shopping + travel promotion features.
The seaside tourist area has excellent transportation. Holiday travel requires fast and direct international routes and “busy” domestic routes. The resorts have a high density of beachfront airports and many routes. The concentration of Australian and new international flights is second to none. Every tourist city on the east coast of Australia has its own airport. Cairns, with a population of only 120,000, operates 31 international flights a week, with direct connections to New Zealand, Guam, Hong Kong, Osaka and Singapore. The Gold Coast is only 80 kilometers from Brisbane and has independently opened international routes to Japan, Singapore and Hong Kong, and will expand to a larger international airport in 2006. As the largest city in New Zealand, Auckland has 10 international routes to Australia, the Pacific Islands, the United States and South America, and has expanded into more international routes via Sydney, Brisbane and Los Angeles. There are 32 international airports in Spain, with an average of 1.58 square kilometers. One-third of the tourists to Spain travel by plane, and the three routes with the most passenger traffic are to the coastal cities and islands. The international airport of the French Côte d'Azur Nice has more than 30 daily flights to Paris and more than 20 daily flights to London. Each resort has vigorously developed the tourism charter business. Nearly 70% of tourists who fly in and out of Spain are on non-scheduled flights. Europe's powerful big travel companies operate charter companies at the same time, with fixed sales channels and customer bases. Thomson Holiday, the UK's largest travel wholesaler, and LTU, Germany's largest travel wholesaler, used charter flights to send large numbers of tourists directly to Mallorca. Domestic and regional transportation is convenient and fast. The Spanish railway network is distributed radially around Madrid, covering the entire Spanish peninsula and connecting with European countries. French fast trains and high-speed trains connect the Blue Coast and all major cities in France and Europe. The coastal city has perfect transportation facilities. Each seaside tourist city has a double-decker open-top sightseeing bus that is uniquely decorated for tourists. Tourist buses or cruise ships in Australia and New Zealand are available for sightseeing and sightseeing. The cruise ships are generally medium-sized catamarans, with colorful and luxurious facilities. In the Gulf of Oakland, a yellow water "TAXI" boat is available for tourists to rent.
The seaside resort has a superior tourist environment. The resorts have high-end and high standards in terms of humane atmosphere, ecological protection, social supply, and social services. Many coastal cities are holistic resort cities, and some countries are like a complete resort country. The city is beautified, purified, and the traffic is in good order, which is in harmony with the beach. Tourist information services are everywhere. There are three areas: consulting center, travel website and explanation instruction system. There are travel consultation centers along the airport, seaport, urban area, scenic spot, beach and highway. More than 100 kinds of travel brochures are placed. Also configure the computer for self-examination. All facilities have open toilets for passers-by, coin-operated or free toilets in urban streets and green spaces, complete facilities, convenient and clean. The signposts of traffic nodes inside and outside the city are simple and conspicuous. The tourism industry is excellent in quality. The delegation travels on a tourist bus and is guided by a driver and a tour guide while driving. The public security of the resort is good, and the residents are friendly and civilized. For example, France puts forward the slogan “Please don’t treat tourists as outsiders”. These constitute the indispensable elements of the human environment of the “holiday paradise”.
Third, the main experience of developing seaside holiday tourism abroad and the main gaps in Shandong Province
Major foreign experience
1. Unified scientific planning. Governments attach great importance to coastal tourism development planning, stipulating that all coastal tourism resources are owned by the state, and the right to use is allocated to local governments and controlled by local governments. The national, provincial and municipal governments have compiled control plans for coastal development, and clearly defined land use, zoning principles, resort facilities, access routes, environmental protection, conference facilities, and activity combinations. Unified planning. The government regulates development through planning and infrastructure construction. Countries have also enacted relevant laws and regulations to make the development of coastal areas legal. For example, Spain has a national “Beach Law”, the Campania region of Italy has a large “Beachfront Law”, the Australian Gold Coast Municipal Government promulgated the beach protection regulations in 1968, and the Sydney Municipal Government issued a new one in 2003. Beach building regulations. Mexico's Cancun was developed on the premise of strict compliance with the plan, and the plan formulated 30 years ago still plays a decisive role. The development plan of the Spanish city of Lanzarote has clear standards for building density, height, architectural style, building materials, and distance from the coastline. It restricts 90% of the island's banned buildings, and the building must not exceed 3 floors. And reduce the development density, requiring the tourist facilities to open a certain distance from the seashore, and build a stretch-type step-back format. Auckland stipulates that 2/3 of the terminal's land is used for the yacht service area and the central recreation area. Docklands, Melbourne's new harbour area, requires that all coastal buildings must be 100 meters away from the waters and 5% of the land is used to build resort hotels. Hawaii's tourist sites are strictly protected and controlled, and even landowners have no right to change plans at will. The draft law of the Campania region of Italy stipulates that private companies operating beach tourism must obtain the right to operate beaches and beachfront facilities, and the development content must comply with the waterfront development regulations and overall planning. State-owned coastal areas prohibit mining practices, agricultural animal husbandry land use practices, industrial practices, various architectural practices that are different from the draft approval, changes to existing water systems, excavation practices, dumping of waste, and collection of sand or other materials. In the coastal beach area, within 600 meters from the inner boundary of the beach, it is not allowed to construct a road parallel to the beach coast. It is not allowed to build residential facilities or any other form of residence within 300 metres of the beach. Within 600 meters of the beach's internal boundary, it is not allowed to build facilities for purifying water, garbage disposal facilities and pumping stations.
2. Adhere to market orientation. Accurate source market positioning has a guiding and decisive role in the development and construction of resorts. The seaside holiday tourism market is not only restricted by spatial distance, but also influenced by cultural and psychological factors. Mexico's main source market is located in the United States bordering it, and its European market is positioned in Spain with a close historical and cultural connection. The first source market in Rio de Janeiro, Brazil, is its neighbor, Argentina, not the United States. Both Australia and New Zealand regard domestic sources as the mainstay, and they are the largest international source countries, followed by the United Kingdom, Japan and the United States. Countries pay attention to market segmentation, determine development and construction strategies according to source market and scale, and product development emphasizes specificity and individuality. 90% of the international tourists hosted by Spain come from Europe. Each resort has a specific target group, which will host domestic tourists, tourists from other European countries, and resorts for sports, old age, youth and family vacationers. In response to the characteristics of European affluent people who love private yachts, Mallorca has developed a number of yacht marinas with a total of 23,000 yacht berths and a parking fee of 1000 Euro per night. Many members of the royal family, famous stars, movie stars and ship kings in many countries The yacht is parked here all year round.
3. Innovative promotion and promotion. Countries strive to innovate in publicity and promotion, and showcase the new image of tourism. Spain's main seaside holiday tourism, the promotion slogan is "Sunshine Spain", all promotional materials use a unified "sun" logo. Official tourism agencies hold briefing sessions each year to major source markets. The National Tourism Administration of Spain invested 87 million euros in the construction of tourism information service facilities, and linked the official website with the corporate website, with a high rate of return. The national tourism website reached 4,000 pages, and the hit rate in 2003 reached 10 million. The French government allocated a budget of 80.9 million euros to the tourism sector in 2002 and decided to increase the budget by 40% in 2003. The State, local governments and private companies jointly established the “French House” and established 31 offices in 26 countries, which are responsible for overseas promotion. In 2002, the state provided operating funds of 27.44 million euros. Malta has set up 12 tourism offices in the world, one of which is in Beijing. The annual promotion fund is 20 million euros, of which the government contributes 18 million euros. It publishes advertisements in the mainstream media of the United Kingdom, France, Italy and other countries, participates in the international tourism exhibition, and invites 1,000 reporters to cover the report. Australia's Sydney and Gold Coast promotional materials are more than 100 kinds, using 11 kinds of texts, in order to expand the Chinese market, the Chinese official website has been specially developed. Hawaii has attracted a lot of Japanese tourists. The main tourist facilities on the island have a Japanese commentary system, and the TV station has a special Japanese channel. South Korea and Japan Airlines have established high-end resort hotels in Honolulu to cater to domestic tourists.
4. Policy funding support. Governments have adopted a series of measures to provide policy funding support for the development of seaside holiday tourism. The draft law on the “Guidance and Collaborative Project for the Development and Use of Tourism and Entertainment in State-Owned Maritime Areas” in Campania, Italy, provides for support policies for coastal tourism development. From 2002 to 2006, the EU invested 400 million euros to subsidize the improvement of coastal tourism facilities in the region. Enterprises can apply for bidding through bidding, with the highest proportion being 50% of the investment. 6% of Spain's national tourism budget is dedicated to the development of seaside holiday tourism. The Balearic Islands government directly invested 111 million pounds to build sidewalks, commercial areas, parks and hiking areas to improve the seaside tourism environment and infrastructure. The total planning cost of the Cancun Resort in Mexico is shared by the National Tourism Development Corporation, a subsidiary of the Central Bank, and the National Tourism Promotion Foundation, a division responsible for tourism development under the Ministry of Tourism. The Foundation invests in the construction of infrastructure and initially provides financial support and support for hotel start-up and operation. The specific projects are organized by relevant government agencies such as the Ministry of Public Works and the Ministry of Water Resources.
5. Strictly regulate management. A beautifully clean and well-equipped beach is one of the main attractions for a seaside holiday. The beaches of European seaside resorts have the same characteristics, whether they are high-quality beaches or ordinary pebble beaches: strict management, cleanliness, beautiful environment and facilities. The beach is a public facility managed by the government. In order to protect the health of tourists, there are special personnel responsible for sampling and monitoring the seawater every day to ensure the water quality is up to standard. The sewage from the coastal city can be purified by the treatment before it can enter the sea. There is no one on the beach, and there is no Red Ten Emergency Center. The EU also implemented the famous “Blue Flag Project” for beach development management in coastal resorts, and set specific standards for seawater quality, coastal protection, service standards, safety factors, environmental awareness, etc. The beach is inspected, the “blue flag” is awarded to the beaches that meet the standards, and the “blue flag” is cancelled for beaches that do not meet the standards. The Italian region of Shepania stipulates that beach dressing rooms and service rooms should be constructed of materials that are portable, detachable or easy to move. It is forbidden to post any form of poster advertisement on the beach, and air network related to power transmission and communication. And equipment installation work must be evaluated in advance.
International seaside holiday tourism has gone through some detours in the course of decades of development. First, the planning lag caused construction disorder and development damage. Rio de Janeiro, Hawaii, and Mallorca have had such problems in the early stages of development. For example, the earliest urban buildings in Rio de Janeiro slammed into the beach, occupying a large area of beach, making the beach hinterland extremely narrow, tourists lacking basic space for activities, and later had to make up for it by filling the beach with artificial beaches.夏威夷瓦胡島早期的海濱開發造成1/10的沙灘消失，許多度假單元建設時不得不通過開挖人工潟湖來新造沙灘。二是過度城市化給度假區發展帶來的負面影響。的有海濱城市增加了大量的建設項目，如交通幹道、商業設施等，其功能與遊客的需求或旅遊度假區發展的要求矛盾，很大程度上幹擾度假區建設和遊客度假氛圍的營造。同時，城市化還造成傳統文化的退化和對歷史遺跡的破壞，如夏威夷土著歷史文化的退化和傳統社區的破壞，已成為令當局頭疼和下大氣力解決的問題。三是早期的低層次和趨同化開發導致非持續性成長。西班牙、法國、義大利海濱度假旅遊都經歷了一個發展——衰弱——重振的曲折歷程。發展初期，以低成本批量建設海濱度假地、海濱城鎮及飯店設施等，在較短時間形成了規模，但度假地的趨同化及由此帶來的吸引力下降和低水準的價格戰嚴重影響了旅遊效益。 15年前，這些國家製定了重振戰略，重點是重新定位，提升質量，多樣化開發，擴大市場和消費。四是生態環境破壞會導致度假資源的質量下降和旅遊環境的惡化。海濱旅遊資源具有不可代替性和不可再生性，特別是沙灘資源是海洋潮汐、波浪運動和地殼運動共同作用的結果，其改造和利用必須要遵守自然規律。夏威夷早期開發中曾經造成濱海生態資源的破壞，後來不得不對濱海建築和道路進行大規模的拆除和重建。我們必須吸取教訓，未雨綢繆，盡可能避免發生此類失誤。
山東省海濱度假旅遊的主要差距和問題
對照旅遊發達國家發展海濱度假旅遊的經驗，從整體上看，山東省的海濱度假旅遊實際上還沒有走上軌道，相當程度上還沒有起步。按照此次考察的幾處世界著名度假地的水準衡量，目前省內實際上還沒有一處真正意義上的旅遊度假區，也沒有一座真正意義上的度假酒店，也基本上沒有接待過真正意義上的海外度假旅客。
首先，綜合基礎設施水準低。國際和區內交通、度假酒店等接待設施、城市服務功能等都離接待高消費的度假遊客有很大差距。如度假旅遊過程中購物消費是十分重要的內容，夏威夷就建有面向度假遊客的、規模可觀、門類齊全的購物中心和商店群，而山東省的旅遊城市包括青島在內都遠遠達不到這個規模和水準。
其次，對度假旅遊消費和度假產品的認識不到位。由於不了解國際上度假旅遊消費的特點，憑低消費的經驗來設計高消費項目，僅憑想像設計、肓目投資，結果建設出一些連大眾遊客都感覺不對路的所謂度假設施。青島石老人國家旅遊度假區在設施建設和配套方面存在很多不足，不具備度假功能。煙台、威海、日照等城市與國外的旅遊度假地相比差距就更大。
再次，規劃滯後。一是缺乏全省海濱度假旅遊規劃，對全省海濱旅遊度假區的建設統籌指導和管理不力。二是度假區建設缺乏真正的“旅遊度假規劃”。全省已出台的幾個度假區規劃基本都是由不專門研究度假旅遊的專家編製的，結果使許多已經開始建設的度假區出現城市化傾向，甚至造成建設性破壞。
最後，體製問題製約大，非專業化管理問題突出。度假旅遊和度假區管理是一項專業化要求很高的工作，而目前山東省旅遊度假區的管理體製非專業化問題嚴重，管理層整體貭素不高，造成度假區的規劃、建設、管理與經營參差不齊，低水準運作。
四、對山東省發展海濱度假旅遊的建議
借鏡歐美以及澳洲各國發展海濱度假旅遊的經驗，結合山東省實際，提出以下幾點建議：
將海濱度假旅遊開發作為山東省旅遊業加快發展的重點和突破口。國際旅遊業發展的實踐證明，海濱度假旅遊消費市場廣闊、經濟效益巨大，對促進城市建設、擴大社會就業具有重要意義。通過這次實地考察進一步認識到，山東擁有中國北方一流的海濱度假旅遊資源，大陸海岸線全長3024公裏，加快發展山東省旅遊業，潛力在海濱度假，後勁在海濱度假，突破口也在海濱度假。旅遊度假區建設是實現山東省旅遊業從中低層向高層次、由數量型向效益型、由單一性產品向綜合性產品提升的關鍵，是旅遊產業跨越式發展的支點，也是擴大國際旅遊市場、吸引國內高端旅遊市場、提高區際競爭能力的主要出路，必須高度重視，擺上重要位置。要認真貫徹中央經濟工作會議提出的“五個統籌”的發展要求，緊密結合省委、省政府確定實踐半島城市群建設這一重要舉措，借鏡國外“旺季賺足，淡季有為”的經驗，打破淡旺季問題的思想束縛，大力開發海濱度假旅遊，國際市場主攻日本、韓國、俄羅斯，國內市場兼顧高消費和大眾客源，將山東沿海建設成為國內外知名的度假旅遊勝地，發展以旅遊為龍頭的綜合型海洋經濟，以海濱度假旅遊帶動山東省旅遊業成熟發展、全面升級，成為服務業發展的新亮點。
高起點編製海濱度假旅遊開發規劃。海濱旅遊度假區是具有較高技術標準、專業性很強的經濟區域，必須科學規劃、高水準建設。國外海濱度假地基本上都採用沙灘、步行道、酒吧餐飲區、購物區、酒店區以及大型娛樂設施依次布局的格局，特別是在海濱必須給遊客留出開闊的海灘。而目前山東省海濱建設混亂，主要表現為沿海工業生產造成環境污染、房地產開發造成土地侵佔和景觀質量下降、旅遊度假區盲目開發導致海岸帶破壞等，有的令人觸目驚心。借鏡國外的經驗教訓，要以高水準規劃為起點，從完善旅遊配套服務功能的要求出發，科學整合、最佳化配置海灘、餐飲、購物、住宿、會議、運動、娛樂、文化、交通、歷史遺跡等要素和設施，形成海濱度假旅遊生產力體系，防止一哄而起、遍地開花、盲目建設、低水準開發、低價格競爭。這次拜會世界旅遊組織時，我們提出請世界旅遊組織幫助邀請高水準的國際海濱規劃專家，與國內專家結合組成不同班子，高起點、高標準編製《山東省海濱度假旅遊開發概念規劃》，在此概念規劃指導下，選擇膠南靈山島、海陽鳳城萬米沙灘、榮城天鵝湖和日照太陽城的項目選址地，編製4個全省示範性海濱度假區規劃，作為發展山東省度假旅遊的先導。對方原則接受這一建議。如省政府同意，將盡快組織實施。規劃經費需400萬元，請省財政專項解決。
加強大環境建設。海濱城市建設要突出強調綠化、凈化、美化、靜化，實施屋頂工程、亮燈工程、標志工程等，強化市民公德意識、旅遊意識和熱情好客意識，提倡人性化、細微化、規範化服務，建立良好的城市人文環境。要把海濱度假旅遊發展需要與實施半島城市群開發、建設山東半島製造業基地戰略相結合、相回響。科學調整城市的土地利用規劃和城市整體規劃，禁止建設污染性和生態破壞性項目，對沿海城市的歷史文化進行深入挖掘和整理，打造城市旅遊品牌，構建優越的發展環境。
完善配套政策法規。海濱度假旅遊開發必須依法進行。現行《山東省旅遊管理條例》主架構是1996年出台的，缺少海濱度假旅遊開發的有關內容。要盡快進行修訂，明確旅遊度假區建設和度假旅遊在旅遊產業發展中的地位，對海濱土地轉讓、開發、經營、管理、環境保護等作出明確的規定，將海濱度假旅遊開發納入法製化軌道。要研究製定鼓勵海濱度假旅遊開發的優惠政策，推行海濱資源經營權與所有權“兩權分離”，吸引工商資本、民間資本、外國資本投資建設海濱度假旅遊設施。出台《山東省旅遊度假區管理辦法》，對旅遊度假區的發展方向、開發規劃、項目建設、土地使用、支持政策、管理體製等作出明確規定，針對目前旅遊度假區建設中存在的土地侵佔、多頭管理、無序開發、上污染項目等問題，近期將下發《關於進一步加強旅遊度假區管理的通知》，提出加強管理、加快發展的一系列措施，並召開全省度假區工作會議進行部署。
成立海濱度假旅遊開發領導協調機構。沿海7市旅遊業發展基礎好，旅遊總收入相當於全省的70%以上。發展海濱度假旅遊，需要打破行政區劃限製，科學整合資源，統籌開發建設。建議成立山東省海濱度假旅遊開發領導小組，請孫守璞副省長任組長，省計委、財政廳、國土資源廳、建設廳、交通廳、海洋與漁業廳、環保局、林業局、旅遊局等有關部門負責人和7市政府分管市長為成員，負責對海濱度假旅遊開發的組織協調和工作推進。
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