Investigation Report on the Development of Tourism Industry in Henan and Shaanxi
Investigation Report on the Development of Tourism Industry in Henan and Shaanxi
In order to learn from the advanced experience of tourism industry in the development of tourism industry, to promote the further optimization of the tourism industry development environment and accelerate the pace of cultural market construction, from June 12 to 20, the Zibo CPPCC Tourism Industry delegation visited 34 Under the leadership of the CPPCC Chairman Feng Mengling, the people went to Henan and Shaanxi to study and study. During the period, we focused on the development of tourism industry in Kaifeng, Jiaozuo, Luoyang, Shaanxi, Xi'an and Yan'an, Shaanxi, and discussed with some tourist cities. The situation and some inspirations of this study tour are as follows:
First, the basic situation
Through the study and study of some tourist cities in Henan and Shaanxi, we deeply felt that under the strong promotion of the government, cities have fully explored tourism resources, increased tourism investment, and initially formed a large pattern of tourism development, which has effectively promoted local tertiary production. And the rapid development of the entire national economy has promoted the construction of two civilizations.
——The big pattern of tourism development has taken shape
The cities attach great importance to the development of the tourism industry, continuously increase investment, accelerate the rapid development of tourism by accelerating the improvement of scenic spots and urban levels, improving the construction of tourism infrastructure and supporting facilities, and integrating tourism resources. At present, Jiaozuo has formed “three series” of landscape natural landscape, historical human landscape, leisure and entertainment landscape, and “Five Great Scenic Spots” of Yuntai Mountain, Qingtian River, Shennong Mountain, Fenglin Gorge, Qinglongxia, and CCTV Studio Represented by the big scenic spots, the landscape and structure of Jiaozuo, which is characterized by the scenery of the mountains and rivers, has formed the overall brand advantage with outstanding characteristics and distinctive themes in the four seasons. The tourism industry has evolved from a single landscape tourism to a landscape tourism, sports and fitness tour, science knowledge tour, leisure and entertainment tour, historical and cultural tour, folk customs tour, Yellow River wetland tour, industrial tour, agricultural sightseeing tour and other 9 products. , to meet the needs of different levels and types of tourists. The tourism products are diversified, the tourism services tend to be humanized, the construction of tourism facilities is gradually standardized, the tourism products are localized, the tourism management is standardized, and the tourism office is automated. Kaifeng City has fully explored historical resources and formed three major scenic spots in the urban area, including the Longting Lake Scenic Area in the north, the Baogong Lake Scenic Area in the central part, and the Wangwangtai and Fanta Scenic Areas in the south. Through vigorously developing red tourism, Yan'an has built a tourism city development pattern that integrates revolutionary holy land, historical and cultural city and loess culture. Xi'an has implemented a plate-driven strategy for the development of tourism resources, integrating the city's tourism resources into six major sections, namely the ancient capital tourism plate, the Qin and Tang cultural tourism plate, the Qinling Beibei tourism plate, the Qujiang tourism plate, the waterfront recreation and leisure plate and four. In the tourism section of the Great Ruins, each section has formed distinctive tourism units with distinct characteristics and complement each other according to different functions, which has improved the core competitiveness.
——The rapid development of tourism has become the most dynamic emerging industry in the city's economy
The tourism industry in each city has shown a vigorous and vigorous development trend. The main economic indicators have grown considerably every year, and tourism has become an important force in the national economy. Kaifeng City only has an annual income of more than 100 million yuan for tickets to a scenic spot in Shangheyuan. Jiaozuo City received the number of tourists and ticket sales for the seventh consecutive Golden Week in the province. In 2004, the number of tourists in the city's tourism industry reached 6.93 million, up 21.64% year-on-year; ticket income was 175 million yuan, up 55.5% year-on-year. The comprehensive income of tourism reached 4.1 billion yuan, a year-on-year growth of 28.41%, accounting for 9% of GDP. The tertiary industry with tourism as the leading value achieved an added value of 13.09 billion yuan, a year-on-year growth of 12.5%, and a contribution rate of 21.1% to GDP. . The total tourism revenue of Luoyang City in 2004 reached 8.43 billion yuan. Xi'an received 650,000 overseas tourists in 2004, earning 270 million US dollars in foreign exchange; receiving 20.84 million domestic tourists and realizing domestic tourism income of 15.4 billion yuan. Total tourism revenue is equivalent to 14% of the city's GDP that year.
——The tourism environment is optimized in the future, which improves the taste of the city, beautifies the image of the city and enhances the visibility of the city.
Around the acceleration of tourism development, cities have vigorously promoted the optimization of urban tourism environment. Luoyang continued to carry out the activities of “establishing a civilized city and a civilized city” and five major image projects of “green, bright, clean, beautiful and smooth”, including the construction of urban roads, square construction, sewage, garbage disposal, street lighting, greening, etc. More than 100 urban infrastructure projects. Luopu Park, a green leisure area with a length of 14.5 kilometers, has effectively enhanced the image of the city and became a tourist destination. The city's built green coverage rate reached 40.2%, making Luoyang show the characteristics of “the city is in the scenery and the scenery is in the city”. The construction of the new district invested 9.99 billion yuan last year and started construction of more than 470 projects, which expanded the urban structure and expanded the city's functions. A number of special tourist passages such as the Luojing Expressway, Longmen Avenue, Xiaolangdi Tourist Line, Hanguang Wudi Mausoleum Tourist Line, and Linmu Road have been built successively, and more routes have been opened, and the capacity has been greatly improved. Jiaozuo has implemented a tourism promotion strategy, especially through the establishment of China's outstanding tourist cities. The urban tourism function and urban environment have been improved, the attraction and cohesiveness have been further enhanced, and the city's popularity has been greatly improved. The number of leaders and tourists visiting and visiting has grown significantly. The central leadership’s focus on developing tourism has been fully affirmed.
——The rapid development of tourism has a strong effect on the tertiary industry
With the rapid development of tourism, the number of tourists has doubled, which has greatly boosted the prosperity of the tertiary industry such as transportation, catering, entertainment and business services, and has effectively promoted the adjustment of industrial structure in various cities. Luoyang City currently employs 250,000 people. In 1999, the total number of direct employment in Jiaozuo City was less than 3,000. At the end of 2004, the number of direct employment in tourism reached 30,000, and the number of indirect employees reached 180,000, which effectively boosted the development of the tertiary industry. The number of people living in accommodation and tourism goods near the five major scenic spots reached 12,000. Among them, there are 118 family restaurants in Yuntai Mountain Scenic Area, and the average annual income of each household is 20,000-30,000 yuan. In 1999, there were only a few hotels in Jiaozuo. The opening rate was less than 60%. At present, it has developed to 43 homes with 30,000 beds. The opening rate of hotels is over 90%. The Golden Week of May 1st and 11th is still far from meeting the demand. . The development of tourism has highlighted the role of investment promotion in cities. The person in charge of the China Merchants said that in the past, few people have heard of Jiaozuo in the past, and now they are going out to attract investment and make their waists hard. Merchants take the initiative to come to invest. Due to the rapid development of tourism, Yan'an has promoted the development of agricultural and sideline products processing industry and arts and crafts industry. A large number of tourism products and drums, paper-cuts and cloths with beans, fruits, jujubes and sheep series as the main processing materials have emerged. Stacking, peasant paintings, face flowers and other tourist souvenirs have driven poverty alleviation in poverty-stricken areas.
——The rapid development of tourism has brought about the renewal of ideas and changes in mental outlook.
At the beginning of the development of tourism, Jiaozuo was very resistant. However, through the development, construction and development of the tourism industry in the past five years, the people of the city not only have a deep understanding of their own tourism resources, but also actively participate in the development and construction of tourism as a large industry. In order to better meet the domestic and foreign tourists, the masses of people consciously carry out various civilizations to build activities, and the “four creations” activities that are being carried out vigorously in the city have greatly improved the urban environment and appearance of Jiaozuo City, thus promoting the spiritual civilization construction of the city. Moving at a higher level.
Second, the main experience
In recent years, tourism in Henan, Shaanxi and other places has developed rapidly, and the achievements are remarkable. What is the mystery? What is the experience? Through study and study, we feel that their experience is very rich and comprehensive, mainly:
——All cities attach great importance to the development of tourism industry
The city studied and studied has many common characteristics, a long history, rich tourism resources, rich cultural heritage, and the conditions for developing tourism. According to their respective foundations and characteristics, cities have put the development of tourism on an unprecedented level of attention and strive to enlarge and strengthen the tourism industry. Jiaozuo, once known as “Coal City”, is a resource-exhausted city. The main leaders of the municipal party committee and the municipal government traveled through the mountains and rivers of Jiaozuo, looking for the entry point of industrial restructuring, and made the third venture to “governing tourism”. As a breakthrough, we will promote the all-round development of the tertiary industry and make tourism a strategic decision for the adjustment of the city's economic structure and new economic growth points. The municipal party committee and the municipal government listed the “Tourism Strong City” as the No. 1 project, and determined to “make the tourism industry bigger and stronger”, adhere to high-standard planning, high starting point construction, and invest heavily to create a first-class tourist destination. The former secretary of the municipal party committee was called the news media as the "tourist secretary"; the current secretary of the municipal party committee put forward the "three must three not", that is, "the attitude of grasping tourism work must be firm and cannot be shaken; the intensity should be increased and not relaxed; the leadership should be strengthened. Can't weaken." Since 2001, the municipal party committee and the municipal government have established and implemented the development strategy of “industrial strong city and strong tourism city”, and upgraded the tourism industry to the same level as the development industry.
——Increase investment, pay close attention to resource development and construction, and build high-grade and high-grade boutique scenic spots
The cities have invested heavily in resource development and scenic area construction. Luoyang City invested 460 million yuan in construction of scenic spots last year. Yan'an invested 250 million yuan to restructure the Huangdi Mausoleum, investing 6.5 billion yuan in Huangyan Expressway and investing 1.2 billion yuan in Yansai Expressway to connect with major tourist attractions. Jiaozuo City adheres to the government's leading position in the development and construction of scenic spots, with financial investment as the mainstay, social investment to participate, and the concentration of the whole society to travel. The city has invested 760 million yuan in the development and construction of scenic spots in the past five years. Every year, the municipal party committee and the municipal government put the development of tourism into the budget, and guarantee the office expenses of the tourism department. At the same time, the municipal finance and the financial and private individuals of the counties and districts where the scenic spots are located have also invested in the tourism industry. The 36.8-kilometer Jiaoqing Tourism Railway has invested 120 million yuan, making Qinglongxia a hot spot in the province and a well-known tourist road and poverty alleviation road. In order to promote the sustainable development of tourism, Xi'an continues to transfuse blood and builds and is building a number of new high-quality, high-grade and international standards. The Big Wild Goose Pagoda North Square invested more than 500 million yuan; Qinling Wildlife Park invested 390 million yuan; Datang Furong Garden invested 1.35 billion yuan, becoming another new business card in the city. A large number of new projects such as Huaqingchi Hot Spring Project, Tangfengyuan Hot Spring Project, Louguantai and Shuncheng Lane have also started construction. These new projects have realized the scale and intensification of resource development, enriched the content of tourism products and optimized them. The structure of tourism products has greatly improved the tourism competitiveness of Xi'an.
——Strongly carry out tourism promotion and promotion to improve city awareness
In recent years, Jiaozuo has always taken tourism promotion and promotion as the leader of tourism development and excellence, breaking the boundaries of administrative divisions, integrating scattered attractions, unifying the “Jiaozuo Landscape” brand, and concentrating on promoting and promoting it at home and abroad. Jiaozuo City Finance invests 5 million yuan each year for the city's tourism promotion and promotion. In addition to participating in various international and domestic tourism trade fairs and promotion conferences held by the state and the province, it also uses Jiaozuo tourism to promote "caravans" in Beijing. More than 60 cities in Shanghai, Tianjin, Shandong, as well as Hong Kong, Macao, Singapore, Malaysia, and Thailand for large-scale promotion. It was fully promoted in CCTV, People's Daily, and China Travel News, and there were reports in Zhouzhou and Zhouyue. With the major activities as the carrier, we have continuously launched new selling points. In recent years, we have held the Yuntaiguan Waterfall Festival, “Henan Taijiquan, Sword, Pushing Championships”, “National Wushu Sanda Competition”, Jiaozuo Landscape International Tourism Festival and Photography Festival, Jiaozuo A series of theme activities such as the Hongye Festival have greatly enhanced the visibility of Jiaozuo's landscape. In the exchanges with Kaifeng, Luoyang, Yan'an and other cities, we found that they all pay great attention to playing a unified city brand and carrying out strong tourism promotion and promotion, which is very worth learning. Among them, Luoyang City broadcasts feature films on CCTV International Channel, international and domestic flights on closed-circuit television, and broadcasts advertising advertisements on the Internet, railway and highway passenger closed-circuit television. It also issued a policy that stipulates that 2% of the city's scenic spot ticket income is used for publicity and promotion, and that it rewards those who have outstanding achievements in “leading customers to enter the Luo”.
——Strengthen industry management and improve the quality of tourism services
Service quality is the lifeline of tourism work. In order to build a fine scenic spot and provide meticulous service, Jiaozuo Tourism Bureau has made a promise of “not allowing a visitor to be commissioned in Jiaozuo”. Kaifeng City’s tourism service industry has put forward the service of “using our enthusiasm and getting you very satisfied”. The purpose of the city has set off a wave of striving for the quality of tourism services. In order to achieve the promises made, the Jiaozuo Tourism Bureau has adopted a series of practical measures: First, vigorously carry out the work of order regulation and management of the tourism market. A leading group for the regulation and regulation of the tourism market order was established, and a comprehensive implementation plan for the tourism market was formulated. The tourism, public security, industry and commerce, and health departments were organized to conduct joint inspections of urban tourism, transportation, accommodation, and shopping. In the tourism market, the special rectification activities of “fake and fight against fake” have focused on the behavior of swindling tourists and rigorously investigating and purifying the tourism market environment. The second is to vigorously strengthen the construction of the style of work. In the city's tourism system, we will strive to create a “Youth Civilization”, strive to be a “Youth Post Expert” and establish a civilized scenic spot. We will hire representatives from the National People's Congress and CPPCC to evaluate the supervisors of the tourism system and seriously address the concerns of the people and tourists. Hot and difficult issues, improve the service awareness of tourism practitioners. The third is to strengthen tourism professional ethics education and job skills training. The Tourism Bureau set up a tourism training center to organize key trainings for tour guides and service personnel every year, and set up tourism catering, tour guides, and foreign language programs at local universities and colleges to cultivate high-quality tourism services. Talent. The fourth is to strive to create a good tourist environment for tourists. The Jiaozuo landscape tourism website has been enriched and enriched, and scenic spots signs complying with international standards have been set up on the main roads of the city and the main roads leading to the scenic spots. The public information signs and corresponding public places in various scenic spots, hotels, restaurants, stations and other places are added. Travel information computer touch screen. Set up tourist billboards and tourist service centers in urban areas and scenic spots; increase the scenic spot weather forecast and other columns in city and county TV stations, and issue travel reference and information forecast during the Golden Week; all foreign-related star hotels and restaurants have placed Jiaozuo tourist information frames, hanging Tourist traffic maps and landscape posters provide real convenience for tourists. We have experienced high-quality services in Yuntai Mountain: beautiful and comfortable environment, clean and tidy wagon, neat and uniform clothing, friendly and welcoming attitude, standard and vivid explanation, and elegant and standard posture. Jiaozuo Tourism Director Xu Changren proudly said: Our goal is to mention the international standard of tourism services is Jiaozuo tourism service!
Third, a few revelations
Through nearly ten days of study tour of some tourist cities in Henan and Shaanxi, everyone agreed that not only did they grow their knowledge, they broadened their horizons, but also enhanced their sense of urgency and crisis. The great achievements and successful experiences of the cities in the development of the tourism industry have provided us with many inspirations for us to enlarge and strengthen the tourism industry in Zibo City. During the inspection, everyone listened to and studied while studying, thinking in comparison, and exploring in the mirror. It is unanimously felt that Zibo has more gaps and confusions in the development of the tourism industry, and some have not even broken the problem. The outstanding problems are a bit too scattered, there is no water, no mountains, no location, no ambiguity, insufficient integration of resources and strength, and investment. Insufficient, lack of publicity and promotion, etc. The deep gap lies in the emancipation of the mind, the consensus, the work needs to be deepened and strengthened, and the following points are inspiration for linking these facts:
First, we must handle the relationship between the government and the market. The successful experience of various places proves that the development of the tourism industry can be based on resources. The importance of party and government is the key. It must rely on the market and rely on the government to promote it. Jiaozuo City, Henan Province is a model city with a coal-based resource-exhausted city and a strategically successful transformation of the tourism industry. The most basic experience is that the government is leading a tourism city. As a systematic project, the tourism industry, planning layout, infrastructure construction, capital investment, ecological protection, resource development, long-term interests and recent interests, the unification of economic benefits and social benefits, etc., are inseparable from the government’s leadership. This is especially true in the initial and tackling stages of a city's tourism industry. Therefore, in order to make the city's tourism industry have a substantial breakthrough, we must further strengthen the role of the government's leading role, and pay attention to the timely shift from the government-led administrative management to the government-led market-oriented action.
The second is to deal with the relationship between integrated resources and integration forces. Effective use of tourism resources and integration of tourism resources are common problems encountered by all localities in the development of tourism industry, and they are also common experiences. In connection with Zibo's actual situation, how to effectively integrate tourism resources and connect the scattered and scattered resources and attractions into pieces and wear them. Stringing is one of the key points to crack the bottleneck of tourism in our city. It is necessary to demonstrate and implement it. However, while integrating resources, we must not neglect the integration of tourism power, which is also the successful experience of advanced tourist cities in the field. The development of the tourism industry involves a wide range of issues, involving “six major elements”, more than 20 government departments, and more than 100 industry units. It is far from enough to rely solely on the strength and efforts of the leaders and competent departments. It is necessary to fully mobilize each The enthusiasm of the parties is in common. Therefore, it should be noted that the integration of tourism resources and the cohesion of tourism will be carried out simultaneously.
The third is to handle the relationship between increasing external publicity and grasping internal normative services. Tourism economy is a famous economy, eyeball economy, strong propaganda, raising popularity, attracting tourists is a common means of sharing, but at the same time, whether to pay attention to the improvement of internal service quality is an important part of success. Jiaozuo City’s concept of “grasping the tourism must pay attention to service, grasping the service first and standardizing” and the service quality standard that does not allow a visitor to be appointed, won the “Excellent Customer Service Award” awarded by the World Tourism Promotion Summit in 2004. The awards recognized by the tourism industry have won countless repeat customers for Jiaozuo. Their experience has inspired us to create a boutique attraction and a service brand.
The fourth is to deal with the relationship between the protection and development of historical and cultural resources. In the historical and cultural cities visited by the Institute, most of them adhere to the principle of developing and protecting the use of cultural tourism resources to develop and promote protection. Kaifeng City pays attention to the excavation of historical and cultural resources. Among them, the “Qingming Shanghe Garden”, which was copied on the blueprint of Qingming Shanghe, has drawn closer to the millennium time and space, reappearing the ancient capital of the millennium, and attracts 28 million tourists annually. The excavation of the Qin Terracotta Warriors and Horses has brought vitality to Xi'an tourism industry. Relying on the rich cultural resources of the Tang Dynasty, the investment of 1.35 billion yuan in the new scenic spot “Da Tang Furong Garden” has been achieved in planning, design, scenery, construction, management and performance. The combination of atmosphere and exquisiteness that convinced tourists has made Chinese and foreign tourists linger on and become Xi'an tourism boutiques. In comparison, Zibo, as a city rich in historical and cultural resources, should be further strengthened.
The fifth is to deal with the relationship between self-promotion and joint promotion of surrounding cities. The experience and lessons of Luoyang and other places show that a city's tourism promotion and promotion, isolated and closed, often do more with less. Only by strengthening their own advantages, but also relying on the adjacent city's tourism resources, complementary advantages, bundled promotion can get twice the result with half the effort. In view of this, in tourism We must pay attention to the open, joint and win-win roads in the promotion of products.
The sixth is to deal with the relationship between tourism and building a backbone of the tourism industry. The "Jiaozuo phenomenon" reveals that the mountains are still those mountains, water or water. Why can it be a famous mountain in less than ten years and become a strong tourist city in China? In addition to the importance of party and government and the government's leadership, there is also a very distinctive feature, that is, they all have a competent tourism director, a dedicated tourism bureau leadership team and a particularly capable tourism team. This experience cannot be ignored. To make our city's tourism industry bigger and stronger, we must build a strong backbone of the tourism industry.
The inspection work was highly valued and supported by the leaders of the municipal party committee and the municipal government. Guan Mali, deputy director of the Municipal People's Congress, and Han Jiahua, deputy mayor, personally participated in the inspection. Also attending the delegation were Guo Yulan, Wang Yanshan, Vice Chairman of the Municipal CPPCC, and the heads of various democratic parties and industry and commerce associations, the heads of relevant departments of the city's tourism industry, and the heads of some districts and counties and the CPPCC.
Zibo CPPCC Tourism Industry Study Group
June 28, 2005
In order to learn from the advanced experience of tourism industry in the development of tourism industry, to promote the further optimization of the tourism industry development environment and accelerate the pace of cultural market construction, from June 12 to 20, the Zibo CPPCC Tourism Industry delegation visited 34 Under the leadership of the CPPCC Chairman Feng Mengling, the people went to Henan and Shaanxi to study and study. During the period, we focused on the development of tourism industry in Kaifeng, Jiaozuo, Luoyang, Shaanxi, Xi'an and Yan'an, Shaanxi, and discussed with some tourist cities. The situation and some inspirations of this study tour are as follows:
First, the basic situation
Through the study and study of some tourist cities in Henan and Shaanxi, we deeply felt that under the strong promotion of the government, cities have fully explored tourism resources, increased tourism investment, and initially formed a large pattern of tourism development, which has effectively promoted local tertiary production. And the rapid development of the entire national economy has promoted the construction of two civilizations.
——The big pattern of tourism development has taken shape
The cities attach great importance to the development of the tourism industry, continuously increase investment, accelerate the rapid development of tourism by accelerating the improvement of scenic spots and urban levels, improving the construction of tourism infrastructure and supporting facilities, and integrating tourism resources. At present, Jiaozuo has formed “three series” of landscape natural landscape, historical human landscape, leisure and entertainment landscape, and “Five Great Scenic Spots” of Yuntai Mountain, Qingtian River, Shennong Mountain, Fenglin Gorge, Qinglongxia, and CCTV Studio Represented by the big scenic spots, the landscape and structure of Jiaozuo, which is characterized by the scenery of the mountains and rivers, has formed the overall brand advantage with outstanding characteristics and distinctive themes in the four seasons. The tourism industry has evolved from a single landscape tourism to a landscape tourism, sports and fitness tour, science knowledge tour, leisure and entertainment tour, historical and cultural tour, folk customs tour, Yellow River wetland tour, industrial tour, agricultural sightseeing tour and other 9 products. , to meet the needs of different levels and types of tourists. The tourism products are diversified, the tourism services tend to be humanized, the construction of tourism facilities is gradually standardized, the tourism products are localized, the tourism management is standardized, and the tourism office is automated. Kaifeng City has fully explored historical resources and formed three major scenic spots in the urban area, including the Longting Lake Scenic Area in the north, the Baogong Lake Scenic Area in the central part, and the Wangwangtai and Fanta Scenic Areas in the south. Through vigorously developing red tourism, Yan'an has built a tourism city development pattern that integrates revolutionary holy land, historical and cultural city and loess culture. Xi'an has implemented a plate-driven strategy for the development of tourism resources, integrating the city's tourism resources into six major sections, namely the ancient capital tourism plate, the Qin and Tang cultural tourism plate, the Qinling Beibei tourism plate, the Qujiang tourism plate, the waterfront recreation and leisure plate and four. In the tourism section of the Great Ruins, each section has formed distinctive tourism units with distinct characteristics and complement each other according to different functions, which has improved the core competitiveness.
——The rapid development of tourism has become the most dynamic emerging industry in the city's economy
The tourism industry in each city has shown a vigorous and vigorous development trend. The main economic indicators have grown considerably every year, and tourism has become an important force in the national economy. Kaifeng City only has an annual income of more than 100 million yuan for tickets to a scenic spot in Shangheyuan. Jiaozuo City received the number of tourists and ticket sales for the seventh consecutive Golden Week in the province. In 2004, the number of tourists in the city's tourism industry reached 6.93 million, up 21.64% year-on-year; ticket income was 175 million yuan, up 55.5% year-on-year. The comprehensive income of tourism reached 4.1 billion yuan, a year-on-year growth of 28.41%, accounting for 9% of GDP. The tertiary industry with tourism as the leading value achieved an added value of 13.09 billion yuan, a year-on-year growth of 12.5%, and a contribution rate of 21.1% to GDP. . The total tourism revenue of Luoyang City in 2004 reached 8.43 billion yuan. Xi'an received 650,000 overseas tourists in 2004, earning 270 million US dollars in foreign exchange; receiving 20.84 million domestic tourists and realizing domestic tourism income of 15.4 billion yuan. Total tourism revenue is equivalent to 14% of the city's GDP that year.
——The tourism environment is optimized in the future, which improves the taste of the city, beautifies the image of the city and enhances the visibility of the city.
Around the acceleration of tourism development, cities have vigorously promoted the optimization of urban tourism environment. Luoyang continued to carry out the activities of “establishing a civilized city and a civilized city” and five major image projects of “green, bright, clean, beautiful and smooth”, including the construction of urban roads, square construction, sewage, garbage disposal, street lighting, greening, etc. More than 100 urban infrastructure projects. Luopu Park, a green leisure area with a length of 14.5 kilometers, has effectively enhanced the image of the city and became a tourist destination. The city's built green coverage rate reached 40.2%, making Luoyang show the characteristics of “the city is in the scenery and the scenery is in the city”. The construction of the new district invested 9.99 billion yuan last year and started construction of more than 470 projects, which expanded the urban structure and expanded the city's functions. A number of special tourist passages such as the Luojing Expressway, Longmen Avenue, Xiaolangdi Tourist Line, Hanguang Wudi Mausoleum Tourist Line, and Linmu Road have been built successively, and more routes have been opened, and the capacity has been greatly improved. Jiaozuo has implemented a tourism promotion strategy, especially through the establishment of China's outstanding tourist cities. The urban tourism function and urban environment have been improved, the attraction and cohesiveness have been further enhanced, and the city's popularity has been greatly improved. The number of leaders and tourists visiting and visiting has grown significantly. The central leadership’s focus on developing tourism has been fully affirmed.
——The rapid development of tourism has a strong effect on the tertiary industry
With the rapid development of tourism, the number of tourists has doubled, which has greatly boosted the prosperity of the tertiary industry such as transportation, catering, entertainment and business services, and has effectively promoted the adjustment of industrial structure in various cities. Luoyang City currently employs 250,000 people. In 1999, the total number of direct employment in Jiaozuo City was less than 3,000. At the end of 2004, the number of direct employment in tourism reached 30,000, and the number of indirect employees reached 180,000, which effectively boosted the development of the tertiary industry. The number of people living in accommodation and tourism goods near the five major scenic spots reached 12,000. Among them, there are 118 family restaurants in Yuntai Mountain Scenic Area, and the average annual income of each household is 20,000-30,000 yuan. In 1999, there were only a few hotels in Jiaozuo. The opening rate was less than 60%. At present, it has developed to 43 homes with 30,000 beds. The opening rate of hotels is over 90%. The Golden Week of May 1st and 11th is still far from meeting the demand. . The development of tourism has highlighted the role of investment promotion in cities. The person in charge of the China Merchants said that in the past, few people have heard of Jiaozuo in the past, and now they are going out to attract investment and make their waists hard. Merchants take the initiative to come to invest. Due to the rapid development of tourism, Yan'an has promoted the development of agricultural and sideline products processing industry and arts and crafts industry. A large number of tourism products and drums, paper-cuts and cloths with beans, fruits, jujubes and sheep series as the main processing materials have emerged. Stacking, peasant paintings, face flowers and other tourist souvenirs have driven poverty alleviation in poverty-stricken areas.
——The rapid development of tourism has brought about the renewal of ideas and changes in mental outlook.
At the beginning of the development of tourism, Jiaozuo was very resistant. However, through the development, construction and development of the tourism industry in the past five years, the people of the city not only have a deep understanding of their own tourism resources, but also actively participate in the development and construction of tourism as a large industry. In order to better meet the domestic and foreign tourists, the masses of people consciously carry out various civilizations to build activities, and the “four creations” activities that are being carried out vigorously in the city have greatly improved the urban environment and appearance of Jiaozuo City, thus promoting the spiritual civilization construction of the city. Moving at a higher level.
Second, the main experience
In recent years, tourism in Henan, Shaanxi and other places has developed rapidly, and the achievements are remarkable. What is the mystery? What is the experience? Through study and study, we feel that their experience is very rich and comprehensive, mainly:
——All cities attach great importance to the development of tourism industry
The city studied and studied has many common characteristics, a long history, rich tourism resources, rich cultural heritage, and the conditions for developing tourism. According to their respective foundations and characteristics, cities have put the development of tourism on an unprecedented level of attention and strive to enlarge and strengthen the tourism industry. Jiaozuo, once known as “Coal City”, is a resource-exhausted city. The main leaders of the municipal party committee and the municipal government traveled through the mountains and rivers of Jiaozuo, looking for the entry point of industrial restructuring, and made the third venture to “governing tourism”. As a breakthrough, we will promote the all-round development of the tertiary industry and make tourism a strategic decision for the adjustment of the city's economic structure and new economic growth points. The municipal party committee and the municipal government listed the “Tourism Strong City” as the No. 1 project, and determined to “make the tourism industry bigger and stronger”, adhere to high-standard planning, high starting point construction, and invest heavily to create a first-class tourist destination. The former secretary of the municipal party committee was called the news media as the "tourist secretary"; the current secretary of the municipal party committee put forward the "three must three not", that is, "the attitude of grasping tourism work must be firm and cannot be shaken; the intensity should be increased and not relaxed; the leadership should be strengthened. Can't weaken." Since 2001, the municipal party committee and the municipal government have established and implemented the development strategy of “industrial strong city and strong tourism city”, and upgraded the tourism industry to the same level as the development industry.
——Increase investment, pay close attention to resource development and construction, and build high-grade and high-grade boutique scenic spots
The cities have invested heavily in resource development and scenic area construction. Luoyang City invested 460 million yuan in construction of scenic spots last year. Yan'an invested 250 million yuan to restructure the Huangdi Mausoleum, investing 6.5 billion yuan in Huangyan Expressway and investing 1.2 billion yuan in Yansai Expressway to connect with major tourist attractions. Jiaozuo City adheres to the government's leading position in the development and construction of scenic spots, with financial investment as the mainstay, social investment to participate, and the concentration of the whole society to travel. The city has invested 760 million yuan in the development and construction of scenic spots in the past five years. Every year, the municipal party committee and the municipal government put the development of tourism into the budget, and guarantee the office expenses of the tourism department. At the same time, the municipal finance and the financial and private individuals of the counties and districts where the scenic spots are located have also invested in the tourism industry. The 36.8-kilometer Jiaoqing Tourism Railway has invested 120 million yuan, making Qinglongxia a hot spot in the province and a well-known tourist road and poverty alleviation road. In order to promote the sustainable development of tourism, Xi'an continues to transfuse blood and builds and is building a number of new high-quality, high-grade and international standards. The Big Wild Goose Pagoda North Square invested more than 500 million yuan; Qinling Wildlife Park invested 390 million yuan; Datang Furong Garden invested 1.35 billion yuan, becoming another new business card in the city. A large number of new projects such as Huaqingchi Hot Spring Project, Tangfengyuan Hot Spring Project, Louguantai and Shuncheng Lane have also started construction. These new projects have realized the scale and intensification of resource development, enriched the content of tourism products and optimized them. The structure of tourism products has greatly improved the tourism competitiveness of Xi'an.
——Strongly carry out tourism promotion and promotion to improve city awareness
In recent years, Jiaozuo has always taken tourism promotion and promotion as the leader of tourism development and excellence, breaking the boundaries of administrative divisions, integrating scattered attractions, unifying the “Jiaozuo Landscape” brand, and concentrating on promoting and promoting it at home and abroad. Jiaozuo City Finance invests 5 million yuan each year for the city's tourism promotion and promotion. In addition to participating in various international and domestic tourism trade fairs and promotion conferences held by the state and the province, it also uses Jiaozuo tourism to promote "caravans" in Beijing. More than 60 cities in Shanghai, Tianjin, Shandong, as well as Hong Kong, Macao, Singapore, Malaysia, and Thailand for large-scale promotion. It was fully promoted in CCTV, People's Daily, and China Travel News, and there were reports in Zhouzhou and Zhouyue. With the major activities as the carrier, we have continuously launched new selling points. In recent years, we have held the Yuntaiguan Waterfall Festival, “Henan Taijiquan, Sword, Pushing Championships”, “National Wushu Sanda Competition”, Jiaozuo Landscape International Tourism Festival and Photography Festival, Jiaozuo A series of theme activities such as the Hongye Festival have greatly enhanced the visibility of Jiaozuo's landscape. In the exchanges with Kaifeng, Luoyang, Yan'an and other cities, we found that they all pay great attention to playing a unified city brand and carrying out strong tourism promotion and promotion, which is very worth learning. Among them, Luoyang City broadcasts feature films on CCTV International Channel, international and domestic flights on closed-circuit television, and broadcasts advertising advertisements on the Internet, railway and highway passenger closed-circuit television. It also issued a policy that stipulates that 2% of the city's scenic spot ticket income is used for publicity and promotion, and that it rewards those who have outstanding achievements in “leading customers to enter the Luo”.
——Strengthen industry management and improve the quality of tourism services
Service quality is the lifeline of tourism work. In order to build a fine scenic spot and provide meticulous service, Jiaozuo Tourism Bureau has made a promise of “not allowing a visitor to be commissioned in Jiaozuo”. Kaifeng City’s tourism service industry has put forward the service of “using our enthusiasm and getting you very satisfied”. The purpose of the city has set off a wave of striving for the quality of tourism services. In order to achieve the promises made, the Jiaozuo Tourism Bureau has adopted a series of practical measures: First, vigorously carry out the work of order regulation and management of the tourism market. A leading group for the regulation and regulation of the tourism market order was established, and a comprehensive implementation plan for the tourism market was formulated. The tourism, public security, industry and commerce, and health departments were organized to conduct joint inspections of urban tourism, transportation, accommodation, and shopping. In the tourism market, the special rectification activities of “fake and fight against fake” have focused on the behavior of swindling tourists and rigorously investigating and purifying the tourism market environment. The second is to vigorously strengthen the construction of the style of work. In the city's tourism system, we will strive to create a “Youth Civilization”, strive to be a “Youth Post Expert” and establish a civilized scenic spot. We will hire representatives from the National People's Congress and CPPCC to evaluate the supervisors of the tourism system and seriously address the concerns of the people and tourists. Hot and difficult issues, improve the service awareness of tourism practitioners. The third is to strengthen tourism professional ethics education and job skills training. The Tourism Bureau set up a tourism training center to organize key trainings for tour guides and service personnel every year, and set up tourism catering, tour guides, and foreign language programs at local universities and colleges to cultivate high-quality tourism services. Talent. The fourth is to strive to create a good tourist environment for tourists. The Jiaozuo landscape tourism website has been enriched and enriched, and scenic spots signs complying with international standards have been set up on the main roads of the city and the main roads leading to the scenic spots. The public information signs and corresponding public places in various scenic spots, hotels, restaurants, stations and other places are added. Travel information computer touch screen. Set up tourist billboards and tourist service centers in urban areas and scenic spots; increase the scenic spot weather forecast and other columns in city and county TV stations, and issue travel reference and information forecast during the Golden Week; all foreign-related star hotels and restaurants have placed Jiaozuo tourist information frames, hanging Tourist traffic maps and landscape posters provide real convenience for tourists. We have experienced high-quality services in Yuntai Mountain: beautiful and comfortable environment, clean and tidy wagon, neat and uniform clothing, friendly and welcoming attitude, standard and vivid explanation, and elegant and standard posture. Jiaozuo Tourism Director Xu Changren proudly said: Our goal is to mention the international standard of tourism services is Jiaozuo tourism service!
Third, a few revelations
Through nearly ten days of study tour of some tourist cities in Henan and Shaanxi, everyone agreed that not only did they grow their knowledge, they broadened their horizons, but also enhanced their sense of urgency and crisis. The great achievements and successful experiences of the cities in the development of the tourism industry have provided us with many inspirations for us to enlarge and strengthen the tourism industry in Zibo City. During the inspection, everyone listened to and studied while studying, thinking in comparison, and exploring in the mirror. It is unanimously felt that Zibo has more gaps and confusions in the development of the tourism industry, and some have not even broken the problem. The outstanding problems are a bit too scattered, there is no water, no mountains, no location, no ambiguity, insufficient integration of resources and strength, and investment. Insufficient, lack of publicity and promotion, etc. The deep gap lies in the emancipation of the mind, the consensus, the work needs to be deepened and strengthened, and the following points are inspiration for linking these facts:
First, we must handle the relationship between the government and the market. The successful experience of various places proves that the development of the tourism industry can be based on resources. The importance of party and government is the key. It must rely on the market and rely on the government to promote it. Jiaozuo City, Henan Province is a model city with a coal-based resource-exhausted city and a strategically successful transformation of the tourism industry. The most basic experience is that the government is leading a tourism city. As a systematic project, the tourism industry, planning layout, infrastructure construction, capital investment, ecological protection, resource development, long-term interests and recent interests, the unification of economic benefits and social benefits, etc., are inseparable from the government’s leadership. This is especially true in the initial and tackling stages of a city's tourism industry. Therefore, in order to make the city's tourism industry have a substantial breakthrough, we must further strengthen the role of the government's leading role, and pay attention to the timely shift from the government-led administrative management to the government-led market-oriented action.
The second is to deal with the relationship between integrated resources and integration forces. Effective use of tourism resources and integration of tourism resources are common problems encountered by all localities in the development of tourism industry, and they are also common experiences. In connection with Zibo's actual situation, how to effectively integrate tourism resources and connect the scattered and scattered resources and attractions into pieces and wear them. Stringing is one of the key points to crack the bottleneck of tourism in our city. It is necessary to demonstrate and implement it. However, while integrating resources, we must not neglect the integration of tourism power, which is also the successful experience of advanced tourist cities in the field. The development of the tourism industry involves a wide range of issues, involving “six major elements”, more than 20 government departments, and more than 100 industry units. It is far from enough to rely solely on the strength and efforts of the leaders and competent departments. It is necessary to fully mobilize each The enthusiasm of the parties is in common. Therefore, it should be noted that the integration of tourism resources and the cohesion of tourism will be carried out simultaneously.
The third is to handle the relationship between increasing external publicity and grasping internal normative services. Tourism economy is a famous economy, eyeball economy, strong propaganda, raising popularity, attracting tourists is a common means of sharing, but at the same time, whether to pay attention to the improvement of internal service quality is an important part of success. Jiaozuo City’s concept of “grasping the tourism must pay attention to service, grasping the service first and standardizing” and the service quality standard that does not allow a visitor to be appointed, won the “Excellent Customer Service Award” awarded by the World Tourism Promotion Summit in 2004. The awards recognized by the tourism industry have won countless repeat customers for Jiaozuo. Their experience has inspired us to create a boutique attraction and a service brand.
The fourth is to deal with the relationship between the protection and development of historical and cultural resources. In the historical and cultural cities visited by the Institute, most of them adhere to the principle of developing and protecting the use of cultural tourism resources to develop and promote protection. Kaifeng City pays attention to the excavation of historical and cultural resources. Among them, the “Qingming Shanghe Garden”, which was copied on the blueprint of Qingming Shanghe, has drawn closer to the millennium time and space, reappearing the ancient capital of the millennium, and attracts 28 million tourists annually. The excavation of the Qin Terracotta Warriors and Horses has brought vitality to Xi'an tourism industry. Relying on the rich cultural resources of the Tang Dynasty, the investment of 1.35 billion yuan in the new scenic spot “Da Tang Furong Garden” has been achieved in planning, design, scenery, construction, management and performance. The combination of atmosphere and exquisiteness that convinced tourists has made Chinese and foreign tourists linger on and become Xi'an tourism boutiques. In comparison, Zibo, as a city rich in historical and cultural resources, should be further strengthened.
The fifth is to deal with the relationship between self-promotion and joint promotion of surrounding cities. The experience and lessons of Luoyang and other places show that a city's tourism promotion and promotion, isolated and closed, often do more with less. Only by strengthening their own advantages, but also relying on the adjacent city's tourism resources, complementary advantages, bundled promotion can get twice the result with half the effort. In view of this, in tourism We must pay attention to the open, joint and win-win roads in the promotion of products.
The sixth is to deal with the relationship between tourism and building a backbone of the tourism industry. The "Jiaozuo phenomenon" reveals that the mountains are still those mountains, water or water. Why can it be a famous mountain in less than ten years and become a strong tourist city in China? In addition to the importance of party and government and the government's leadership, there is also a very distinctive feature, that is, they all have a competent tourism director, a dedicated tourism bureau leadership team and a particularly capable tourism team. This experience cannot be ignored. To make our city's tourism industry bigger and stronger, we must build a strong backbone of the tourism industry.
The inspection work was highly valued and supported by the leaders of the municipal party committee and the municipal government. Guan Mali, deputy director of the Municipal People's Congress, and Han Jiahua, deputy mayor, personally participated in the inspection. Also attending the delegation were Guo Yulan, Wang Yanshan, Vice Chairman of the Municipal CPPCC, and the heads of various democratic parties and industry and commerce associations, the heads of relevant departments of the city's tourism industry, and the heads of some districts and counties and the CPPCC.
Zibo CPPCC Tourism Industry Study Group
June 28, 2005
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