Sichuan Tourism Development Investigation Report
Sichuan Tourism Development Investigation Report Provincial Government Visiting Sichuan
November 3, 2004
From October 29th to November 2nd, the deputy governor of the provincial government, Han Zhongxue, led the provincial development reform, finance, transportation, construction, tourism, policy research and other departments and the regional governments of Huanggang, Shennongjia, Wuhan Huangpi District and Wudang Mountain. People went to Sichuan Province for a five-day study on tourism development. The delegation visited the Chengdu Du Fu Caotang and the “Nongjiale” project, the Jiuzhaigou and Huanglong Scenic Areas in Aba Prefecture, the Sanxingdui Ancient Ruins in Guanghan and other infrastructure and infrastructure construction, and listened to the introduction of tourism development in Sichuan Province. In general, Sichuan Province has a strong determination to develop tourism, a large movement, a large scale, a large scale, and great benefits. There are many experiences and practices that are worth learning.
I. Basic Situation of Tourism Development in Sichuan Province Sichuan is a major province of tourism resources and one of the provinces with strong tourism development momentum in China. Under the great attention of the Sichuan Provincial Party Committee and the provincial government, Sichuan Province has accelerated the process of transforming the advantages of tourism resources to the advantages of tourism economy, accelerating the pace of the provinces with large tourism resources to the provinces with strong tourism economy, and making the tourism industry in the province's national economy. And the role in social development is becoming more and more obvious, and has entered a benign rapid development track.
—— Tourism resources are rich and distinctive. Sichuan's natural scenery is beautiful and beautiful, the Bashu culture is profoundly accumulated, and the ethnic customs are colorful. Tourism resources are characterized by a large number, full type, wide distribution and high grade. There are 4 world natural and cultural heritages such as Jiuzhaigou, Huanglong, Emeishan-Leshan Giant Buddha, Qingchengshan-Dujiangyan, 14 national 4A-level tourist areas, 15 national-level scenic spots, 15 national nature reserves, and 25 national forests. The park, 8 national geological parks, 62 national key cultural relics protection units, 7 Chinese historical and cultural cities, and 9 outstanding Chinese tourist cities. Its single tourism resources have obvious advantages, and the overall development prospects are broad.
——The development of tourism products is strong and tasteful. In accordance with the market-oriented products and planning ideas, Sichuan Province adheres to the principle of planning first, and prepares tourism plans with high standards, high standards and high quality. On the basis of completing the "Sichuan Province Tourism Development Overall Plan" in 1997, it compiled China's "First Mountain" International Tourism Area, Dajiuzhai International Tourism Area, Wolong China Giant Panda Eco-tourism Area, Sanxingdui Ancient Site Cultural Tourism Area and The planning of the five major tourist areas, such as Dujiangyan-Qingchengshan Ecological and Cultural Tourism Zone, has increased investment in infrastructure, environmental remediation, publicity and promotion, and accelerated construction, and achieved remarkable results. At present, the national treasure giant panda, the ancient Shu culture Sanxingdui, the fairy tale world Jiuzhaigou three major tourism brands and Jiuzhaigou, Huanglong, Emeishan-Leshan Giant Buddha, Qingchengshan-Dujiangyan and other four world natural and cultural heritages, etc., has become a strong tourist market at home and abroad. Influential and attractive travel products.
——The tourism industry elements are well-equipped and graded. At present, the expressway mileage of Sichuan Province is nearly 1,700 kilometers. It has 10 regional airport air networks, and the accessibility of tourism has been greatly improved. In particular, the completion and navigation of Jiuzhai Huanglong Airport has quickly improved the traffic convenience of these two major brand scenic spots, and entered the benign development of civil aviation flights, scenic tourists, and mutual promotion. It has opened 10 international travel routes to Europe, East Asia, Southeast Asia and other countries and regions, which has provided convenient conditions for the rapid growth of entry and exit, especially inbound tourism. Accelerate the construction of safety facilities with key guardrails and various road signs on key tourist roads, and curb the occurrence of heavy traffic accidents. The province attaches great importance to the construction of tourism supporting facilities and the improvement of tourism service functions, and has formed a number of tourist cities with beautiful environment, rich culture and complete facilities, such as Chengdu, Mianyang, Zigong and Leshan. There are more than 540 travel agencies and more than 380 star-rated hotels in the province. The key tourist attractions have a certain number of visitor centers, shopping venues and featured cultural performance venues, as well as standardized parking lots and eco-friendly and eco-friendly tourism toilets. All kinds of tourist service facilities are of scale and grade, which enhances the taste and external appeal of the scenic spot.
——The tourism industry has grown rapidly and has scale. The total tourism revenue of Sichuan Province increased from 12.6 billion yuan in 1998 to 42.1 billion yuan in 2003, which grew by 3.34 times. The proportion of total tourism revenue equivalent to GDP rose from 3.6% in 1998 to 7.8% in 2003. This year, the “Eleventh” Golden Week, the province received a total of 100 million tourists, and the total tourism revenue was 48.4 billion yuan. It is estimated that the total tourism revenue will exceed 50 billion yuan this year, and the number of inbound tourists will exceed 700,000. 200 million US dollars. In terms of market distribution, domestic tourism has grown rapidly, and inbound tourism has developed steadily. The proportion of the provincial market and the provincial market has been half, and the tourism industry has shown a trend of growth and scale growth. The economic benefits of key tourist attractions have grown rapidly. For example, according to the current reception volume of Jiuzhaigou Scenic Spot, the traffic revenue of this year's tickets and scenic spots will reach 700 million yuan, and the comprehensive tourism revenue is expected to exceed 1.5 billion yuan.
II. Main Practices for Developing Tourism in Sichuan Province In recent years, under the leadership and attention of the Sichuan Provincial Party Committee and the Provincial Government, Sichuan Province has strengthened organizational leadership, defined development goals, clarified development ideas, innovated development models, implemented development measures, and maintained The rapid growth and scale of tourism development. At present, Sichuan is building a first-class tourism brand with first-class tourism resources, first-class development concept, first-class development model and first-class operation mechanism, creating a first-class tourism environment and achieving first-class development goals. The development of tourism is very promising.
Innovate and coordinate mechanisms to vigorously implement the government-led tourism development strategy. The Sichuan Provincial Party Committee and the Provincial Government attach great importance to the development of the tourism industry, insist on the tourism industry as one of the six pillar industries of the province's national economy, and clearly put forward the goal of “accelerating the construction of a strong tourism economy” and increased the goal. The government has led the development of tourism and launched a series of measures to promote the development of tourism. First, the first provincial tourism development conference was held in China. Since last year, the Sichuan Provincial Party Committee and the provincial government have twice held the "Sichuan Tourism Development Conference" to further clarify the development goals and strategic priorities, and put forward various measures to promote the development of tourism. The provincial party committee secretary, the governor, the "four people" leadership, the main responsible person of the relevant departments of the provincial government, the heads of the party and government of the cities, counties and key counties, the heads of the relevant departments of the central government, and overseas investors all attended the meeting. The two-year tourism development conference has reached at least three objectives: one is the working conference of the provincial party committee and the provincial government to promote the development of the tourism industry; the other is the festival activity that highlights the development of the tourism industry; and the other is the national mobilization conference to accelerate the development of the tourism industry. At the same time, they will also take the form of bidding in various places, hold a tourism development conference every year, and strive to make the “Travel Development Association” a well-known festival and exhibition brand in China. The second is to formulate policies and measures to accelerate development. Since last year, the Sichuan Provincial Party Committee and the Provincial Government have successively issued the “Implementation Opinions on Accelerating the Development of Sichuan Tourism Industry” and the “Notice on Further Strengthening the Leadership of Tourism Industry Development”, and proposed a series of measures to support the development of tourism. . The third is to strengthen the organization and leadership of the tourism industry development work. The provincial tourism industry development leading group was adjusted and enriched. The team leader was served by Zhang Zhongwei, the provincial governor, and the three provincial party committees and provincial government leaders were deputy heads. The main responsible persons of 27 provincial departments were members. The division of labor led by the provincial government was adjusted, and the deputy governor in charge of planning, transportation, and construction was clearly in charge of the tourism industry. At the same time, it also strengthened the functions of the Provincial Tourism Bureau on the comprehensive coordination, supervision and inspection, administrative law enforcement, industry management and guidance services of the province's tourism industry development. Fourth, the provincial leaders comprehensively supervised the development of the tourism industry. The provincial party committee secretary and governor used the weekend to lead the team to conduct in-depth scenic spot investigations to solve major problems in tourism development. The secretary and the governor’s instructions on tourism last year reached 66 times. The provincial party committee members who started this year went to the tourist attractions every weekend to solve the problems on the spot. Fifth, the government has taken the basic work of tourism industry development in hand. At the beginning of this year, the white paper on the development of eco-tourism in the province, which was first prepared by the governor of the provincial governor, was officially published, and became a programmatic archive for the protective development and sustainable development of tourism resources in the province. At present, the provincial government is organizing the preparation of the Sichuan Cultural Tourism Development Report to guide the development and utilization of cultural tourism resources in the province.
Strengthen departmental linkages and accelerate the implementation of the strategy of developing large tourism. While strengthening the leadership of the tourism industry, Sichuan Province has also stepped up efforts to promote the development of tourism through departmental linkages. At the first provincial tourism development conference, the provincial party committee and the provincial government put forward the development goal of “big tourism”, clarified the tourism development model of “government-led, enterprise main body and market operation”, and studied and formulated the policy of development of large tourism industry. Measures. Governments at all levels have incorporated tourism into national economic and social development plans, clarified development goals and industrial positioning, and increased capital investment and policy support. Since 1998, the provincial government has arranged 20 million yuan of development funds every year. This year, it will increase to 30 million yuan, and 10 million yuan will be added next year, which will be included in the departmental budget. This special fund is mainly used for tourism planning, publicity and promotion, scenic spot development guidance, talent training and market supervision. The provincial transportation and tourism departments set up a joint meeting system for tourism and transportation, and regularly studied the construction of tourism traffic. The Provincial Department of Transportation arranges a special fund for the construction of tourist roads of 60 million yuan each year, and studies with the Provincial Tourism Bureau to solve the problem of road construction in tourist attractions. Provincial news organizations, especially TV stations, arrange freely to broadcast Sichuan tourism image advertisements for a certain period of time each year. At present, the enthusiasm of the governments at all levels for tourism development is unprecedentedly high. The enthusiasm and initiative of the support, cooperation, development, reform, transportation, finance, construction and other departments are obvious. The whole province has formed a unity and dedication to cultivate tourism pillar industries and accelerate development. A good atmosphere for travel.
Highlight the development focus and fully implement the tourism boutique brand strategy. The goal of developing tourism in Sichuan Province is clear, the ideas are clear, the key points are prominent, and the measures are powerful, effectively promoting the construction of tourism boutique brands in the province. The province will be the national treasure giant panda, the ancient Shu culture Sanxingdui, the fairy tale world Jiuzhaigou three major tourism brands and the "First Mountain" international tourist area, the Great Jiuzhai International Tourism Area, the Wolong China Giant Panda Eco-tourism Area, the Sanxingdui Ancient Site Cultural Tourism Area and The five major tourist areas, such as Dujiangyan-Qingchengshan Ecological and Cultural Tourism Zone, have taken strategic investment, increased capital investment, strengthened policy inclination, and promoted the construction of tourism boutique brands. In accordance with the development idea of tourism, Sichuan Province introduced the development concept of tourism economic zone. In 2003-2005, it will invest 30 billion yuan to build 179 tourism and related projects, and gradually promote the scale, support and quality of the five major tourist areas. Upper grade. For example, Jiuzhaigou Scenic Area invested 40 million yuan to purchase environmentally-friendly toilets, and invested 160 million yuan to purchase more than 200 vehicles for round-trip passenger transportation in the scenic area, which facilitated the management of scenic spots and improved the taste of the scenic spots. Sichuan has also taken the lead in exploring new models for the development of scenic spots in China, and has attempted to separate the ownership, management and management rights of Bifengxia Scenic Spot, and has been recognized by relevant parties.
Strengthen comprehensive management and implement the tourism environment optimization strategy as a whole. In recent years, the Sichuan Provincial Party Committee and the provincial government have made significant achievements in rectifying the soft and hard environment, standardizing the market order, and protecting the natural ecology, highlighting key points, innovating means, and strengthening supervision. The first is to strengthen the construction of the tourism legal system. On the basis of the “Regulations on Tourism Management in Sichuan Province” that has been formulated, Sichuan Province has taken the lead in issuing the “Regulations on the Quality Management of Tourism Services in Sichuan Province” and is currently revising the “Regulations on Tourism Management in Sichuan Province”. The second is to strengthen comprehensive tourism management. The Sichuan Provincial Government promulgated the "Implementation Opinions on Strengthening the Comprehensive Management Mechanism of the Tourism Market", expanded the content and form of comprehensive tourism management, established a comprehensive management office for tourism markets at the provincial and municipal levels, and unified the comprehensive law enforcement and supervision of tourism, thereby promoting The establishment of a long-term mechanism for comprehensive management of the tourism environment. So far, the Sichuan Provincial Government has issued rectification notices to five cities or departments on environmental issues, and implemented rectifications in place. Using more than 1,700 forest police forces in the province, we have creatively carried out the activities of “the police and the people to build a safe and civilized tourist zone” and “the middle school students love my hometown tour”, so that the construction of the tourism environment and the comprehensive management of the two civilizations and social security have been organic. Combine. The third is to strengthen the construction of tourism administrative law enforcement agencies. The provincial government approved the establishment of the “Sichuan Provincial Tourism Administrative Law Enforcement Corps”, which was given 25 administrative preparations and the required funds were included in the departmental budget. The Chengdu Tourism Administrative Law Enforcement Brigade also arranged 20 administrative preparations. The fourth is to strengthen industry management. It has formulated a number of standardized management methods such as tourism traffic safety, route design, scenic spots, shopping places, religious places, catering and publicity reports, and standardized and improved the overall service level of the province. The fifth is to take the lead in launching a “farmhouse” tourism project in China, promoting the development of agro-ecological tourism and extending the tourism industry chain.
Expand external publicity and fully implement the overall image strategy of tourism. In recent years, in accordance with the unified image of the province and the overall publicity, Sichuan Province has supported the promotion of the tourism image of the province with the overall promotion of the five major tourist areas, and achieved remarkable results. First, the government is leading the promotion. The provincial party committee secretary and governor personally participated in tourism promotion and investment promotion activities. The deputy governor in charge usually takes the team to attend large-scale exhibitions and promotions. The governments of the five major tourist areas, especially the five major tourist areas, have continuously increased their investment in external propaganda, making great sensation with big-handed efforts, winning big profits with big investment, and forming a benign circle. More than one-third of the 30 million yuan development fund of the provincial tourism department used this year for the overall image publicity. At present, Sichuan Province has initially established a publicity and promotion work pattern of government-led, market-oriented, joint-party, and market-oriented operations. The second is to coordinate the image of the province. Sichuan Province broke the restrictions of administrative divisions, implemented unified planning, unified development, unified construction, unified publicity and promotion for the province's tourist areas, and initially formed the northern ring line focusing on Jiuzhaigou and Huanglong tourist areas, and the west of the national treasure giant panda brand. The ring road, the South Ring Road with the theme of Buddhism culture and bamboo culture, and the four major tourist routes, including the revolutionary history and culture and the East Ring Line, the theme of the hometown of Chuandong. The third is to highlight the focus of publicity. Leading by the provincial propaganda department, relevant departments and regions, the overall planning and packaging of the five major tourist areas, strengthen the overall image publicity, boutique portfolio promotion, domestic and foreign important media portfolio publicity, online publicity, take the initiative to go out and invite to join the promotion Innovative ways of promotion, a new breakthrough in the effectiveness of publicity. In 2003, the number of domestic tourists and income in the five major tourist areas accounted for about 70% of the province, and the number of inbound tourists and foreign exchange income accounted for more than 90% of the province. The fourth is to strengthen regional cooperation and external cooperation. Develop and build a number of boutique routes across administrative areas, and actively promote the establishment of the Shangri-La Eco-tourism Zone in Sichuan and Chongqing; and promote the Lecong-Shannan Zhuhai-Yangtze River Three Gorges boutique tourism line with Chongqing; cooperate with Chongqing and Guizhou to develop Sichuan and Chongqing. Golden Triangle" tourist line; cooperated with Shaanxi to launch an eco-cultural tourism line. At the same time, Sichuan has also adopted the form of intercommunication routes and mutual exchange of tourists, and has strengthened tourism cooperation between Hong Kong, Macao and Taiwan, Southeast Asia and other countries and regions.
III. A number of revelations and suggestions Under the great attention and strong promotion of the provincial party committee and the provincial government, the province's tourism industry has initially formed a prominent pattern, grasping key points, cultivating quality products, and promoting a comprehensive pattern, showing a good momentum of development. It is becoming the leader of the tertiary industry in the province and a new growth point for the national economy. But at the same time, we must also see that compared with Sichuan, the tourism industry in our province still has a big gap in terms of the type and quality of resources, and from the strength and pace of development. At present, the practice and experience of developing tourism in Sichuan Province has given us a lot of inspirations, and some of them are worthy of our province.
Strengthen the government-led tourism development model and establish a relatively complete development mechanism. The experience of Sichuan Province further shows that in the initial stage of tourism development, it is necessary to strengthen the leading role of the government in accelerating the development of tourism, and give full play to the functions of regulation, coordination, guidance, supervision and service, each performing its duties and Responsibility, and gradually establish a large-scale tourism development mechanism with complete system and smooth operation, government-led, enterprise main body, market operation, and social participation. To this end, it is recommended that: First, we will prepare for the provincial high-profile and large-scale tourism industry development conference similar to the Sichuan Tourism Development Conference as soon as possible to further unify our thinking, raise awareness, clarify our objectives, highlight key points, strengthen measures, and promote tourism. The second is to prepare for this meeting, the Provincial Party Committee Political Research Office or the Provincial Government Research Office to take the lead, the Development and Reform Commission, the Department of Finance, the Department of Communications, the Tourism Bureau and other departments to participate in the formation of special classes to carry out tourism research in the province, Responsible for drafting the policy files of the provincial party committee and the provincial government to support the development of tourism; the third is to adjust and enrich the provincial tourism coordination leading organization as soon as possible, and set up the governor as the leader, the deputy secretary of the provincial party committee and the deputy governor as the deputy leader, and relevant departments. Participated in the province's tourism industry development leading group.
Further clarify the strategic priorities and accelerate the construction of tourism boutique brands. The experience of Sichuan Province shows that in the case that the financial resources of all levels of government are very limited, on the one hand, we must find ways to squeeze out funds and increase investment in tourism. On the one hand, we must highlight key points, concentrate all aspects of strength, and vigorously strengthen the construction of boutique scenic spots. In particular, it is necessary to regard the construction of tourism boutique brand as a systematic project, increase the financial input in the internal supporting infrastructure construction and the external image promotion, and create more favorable conditions for attracting investment and scale development of key scenic spots. To this end, it is recommended that: First, further clarify the strategic priorities. In accordance with the requirements for development around the product, we will continue to implement the key development strategy of “One River and Two Mountains”, and the World Heritage·Three Kingdoms Cultural Tourism Zone, Three Gorges, Shennongjia Tourism Zone, Wuhan Metropolitan Tourism Zone, Asia's First Cave, Qingjiang Folk Custom Tourism Zone As an international boutique tourist area for development and construction. All departments and relevant regions should focus on the four major tourist areas, increase investment according to their respective responsibilities, speed up construction, and strive to become an international tourism boutique within 3-5 years. The second is to strengthen the connotation and high-grade development of key scenic spots. To learn from Sichuan experience, natural ecological scenic spots should strengthen the construction of basic supporting facilities such as scenic roads, vehicles, toilets and parking lots from the perspective of strict protection, embodying the principle of people-oriented; historical and cultural scenic spots should focus on excavation, sorting, and innovative expressions, like Sanxingdui not only pays attention to the novelty and beauty of the interior and exterior design style, but also pursues the exquisite and unique content of the cultural relics display, so that people can acquire knowledge while enjoying the beauty; the key scenic spots should also strengthen the development of local characteristic art programs, improve the grade and level. Third, finance at all levels should increase investment in tourism. The provincial finance should increase the special funds for tourism development and include it in the departmental budget. The fourth is to develop innovative key scenic spots development models. Actively support the key tourist attractions to explore the separation of ownership, management rights and management rights in the development and construction, attract large groups and large companies to invest in the operation and management of scenic spots, expand the scale and improve the grade.
Continue to strengthen publicity and promotion to shape the overall image of Hubei tourism. The experience of Sichuan Province shows that governments at all levels should play a strong guiding role in the promotion of foreign tourism and play a leading role in promoting the image of tourism. To this end, it is recommended that: First, establish a linkage mechanism for tourism publicity work. It is necessary to strengthen the leadership of tourism promotion and promotion work, coordinate the departments of foreign propaganda, foreign affairs, foreign trade, relevant regions and tourism enterprises, concentrate all aspects of strength, jointly carry out tourism promotion and promotion work, and shape a unified external image. Government departments at all levels should grasp the promotion and promotion of tourism products as they do in the sales of agricultural products. The second is to integrate the tourism image of the province and carefully plan and package it. Relying on the four major tourist areas, we will highlight our main products and design and package them according to the different needs of the tourism market to form a unified image of tourism products. The third is to constantly innovate the ways and means of publicity and promotion. It is necessary to mobilize the enthusiasm and initiative of all parties, and use various media to adopt various forms, carry out large-scale, multi-faceted and targeted publicity and promotion work, and continuously enhance the unified tourism image. At the same time, governments at all levels must increase their investment in tourism propaganda work and include them in the departmental budget.
Continue to strengthen the construction of tourism administrative law enforcement agencies and teams. The experience of Sichuan Province shows that to create a boutique brand and expand the source market, the internal needs a good tourism environment and market order; a good tourism market order requires a set of relevant regulations and systems to regulate, and a good administrative law enforcement team is needed. To maintain. To this end, it is recommended that: First, accelerate the construction of the tourism legal system. The "Hubei Province Tourism Regulations" was revised and promulgated as soon as possible, making it a powerful guarantee for promoting tourism development and regulating industry management. The second is to actively formulate management measures for various factors of tourism industry, standardize service standards, and promote the overall service quality of tourism in the province to a new level. The third is to strengthen the construction of tourism administrative law enforcement teams. It is proposed to set up the “Hubei Provincial Tourism Administrative Law Enforcement Corps” to arrange for the administrative preparation of 20 people, and the required funds are included in the departmental budget. Each city and state should also set up corresponding administrative law enforcement agencies to arrange certain preparations and funds.
November 3, 2004
From October 29th to November 2nd, the deputy governor of the provincial government, Han Zhongxue, led the provincial development reform, finance, transportation, construction, tourism, policy research and other departments and the regional governments of Huanggang, Shennongjia, Wuhan Huangpi District and Wudang Mountain. People went to Sichuan Province for a five-day study on tourism development. The delegation visited the Chengdu Du Fu Caotang and the “Nongjiale” project, the Jiuzhaigou and Huanglong Scenic Areas in Aba Prefecture, the Sanxingdui Ancient Ruins in Guanghan and other infrastructure and infrastructure construction, and listened to the introduction of tourism development in Sichuan Province. In general, Sichuan Province has a strong determination to develop tourism, a large movement, a large scale, a large scale, and great benefits. There are many experiences and practices that are worth learning.
I. Basic Situation of Tourism Development in Sichuan Province Sichuan is a major province of tourism resources and one of the provinces with strong tourism development momentum in China. Under the great attention of the Sichuan Provincial Party Committee and the provincial government, Sichuan Province has accelerated the process of transforming the advantages of tourism resources to the advantages of tourism economy, accelerating the pace of the provinces with large tourism resources to the provinces with strong tourism economy, and making the tourism industry in the province's national economy. And the role in social development is becoming more and more obvious, and has entered a benign rapid development track.
—— Tourism resources are rich and distinctive. Sichuan's natural scenery is beautiful and beautiful, the Bashu culture is profoundly accumulated, and the ethnic customs are colorful. Tourism resources are characterized by a large number, full type, wide distribution and high grade. There are 4 world natural and cultural heritages such as Jiuzhaigou, Huanglong, Emeishan-Leshan Giant Buddha, Qingchengshan-Dujiangyan, 14 national 4A-level tourist areas, 15 national-level scenic spots, 15 national nature reserves, and 25 national forests. The park, 8 national geological parks, 62 national key cultural relics protection units, 7 Chinese historical and cultural cities, and 9 outstanding Chinese tourist cities. Its single tourism resources have obvious advantages, and the overall development prospects are broad.
——The development of tourism products is strong and tasteful. In accordance with the market-oriented products and planning ideas, Sichuan Province adheres to the principle of planning first, and prepares tourism plans with high standards, high standards and high quality. On the basis of completing the "Sichuan Province Tourism Development Overall Plan" in 1997, it compiled China's "First Mountain" International Tourism Area, Dajiuzhai International Tourism Area, Wolong China Giant Panda Eco-tourism Area, Sanxingdui Ancient Site Cultural Tourism Area and The planning of the five major tourist areas, such as Dujiangyan-Qingchengshan Ecological and Cultural Tourism Zone, has increased investment in infrastructure, environmental remediation, publicity and promotion, and accelerated construction, and achieved remarkable results. At present, the national treasure giant panda, the ancient Shu culture Sanxingdui, the fairy tale world Jiuzhaigou three major tourism brands and Jiuzhaigou, Huanglong, Emeishan-Leshan Giant Buddha, Qingchengshan-Dujiangyan and other four world natural and cultural heritages, etc., has become a strong tourist market at home and abroad. Influential and attractive travel products.
——The tourism industry elements are well-equipped and graded. At present, the expressway mileage of Sichuan Province is nearly 1,700 kilometers. It has 10 regional airport air networks, and the accessibility of tourism has been greatly improved. In particular, the completion and navigation of Jiuzhai Huanglong Airport has quickly improved the traffic convenience of these two major brand scenic spots, and entered the benign development of civil aviation flights, scenic tourists, and mutual promotion. It has opened 10 international travel routes to Europe, East Asia, Southeast Asia and other countries and regions, which has provided convenient conditions for the rapid growth of entry and exit, especially inbound tourism. Accelerate the construction of safety facilities with key guardrails and various road signs on key tourist roads, and curb the occurrence of heavy traffic accidents. The province attaches great importance to the construction of tourism supporting facilities and the improvement of tourism service functions, and has formed a number of tourist cities with beautiful environment, rich culture and complete facilities, such as Chengdu, Mianyang, Zigong and Leshan. There are more than 540 travel agencies and more than 380 star-rated hotels in the province. The key tourist attractions have a certain number of visitor centers, shopping venues and featured cultural performance venues, as well as standardized parking lots and eco-friendly and eco-friendly tourism toilets. All kinds of tourist service facilities are of scale and grade, which enhances the taste and external appeal of the scenic spot.
——The tourism industry has grown rapidly and has scale. The total tourism revenue of Sichuan Province increased from 12.6 billion yuan in 1998 to 42.1 billion yuan in 2003, which grew by 3.34 times. The proportion of total tourism revenue equivalent to GDP rose from 3.6% in 1998 to 7.8% in 2003. This year, the “Eleventh” Golden Week, the province received a total of 100 million tourists, and the total tourism revenue was 48.4 billion yuan. It is estimated that the total tourism revenue will exceed 50 billion yuan this year, and the number of inbound tourists will exceed 700,000. 200 million US dollars. In terms of market distribution, domestic tourism has grown rapidly, and inbound tourism has developed steadily. The proportion of the provincial market and the provincial market has been half, and the tourism industry has shown a trend of growth and scale growth. The economic benefits of key tourist attractions have grown rapidly. For example, according to the current reception volume of Jiuzhaigou Scenic Spot, the traffic revenue of this year's tickets and scenic spots will reach 700 million yuan, and the comprehensive tourism revenue is expected to exceed 1.5 billion yuan.
II. Main Practices for Developing Tourism in Sichuan Province In recent years, under the leadership and attention of the Sichuan Provincial Party Committee and the Provincial Government, Sichuan Province has strengthened organizational leadership, defined development goals, clarified development ideas, innovated development models, implemented development measures, and maintained The rapid growth and scale of tourism development. At present, Sichuan is building a first-class tourism brand with first-class tourism resources, first-class development concept, first-class development model and first-class operation mechanism, creating a first-class tourism environment and achieving first-class development goals. The development of tourism is very promising.
Innovate and coordinate mechanisms to vigorously implement the government-led tourism development strategy. The Sichuan Provincial Party Committee and the Provincial Government attach great importance to the development of the tourism industry, insist on the tourism industry as one of the six pillar industries of the province's national economy, and clearly put forward the goal of “accelerating the construction of a strong tourism economy” and increased the goal. The government has led the development of tourism and launched a series of measures to promote the development of tourism. First, the first provincial tourism development conference was held in China. Since last year, the Sichuan Provincial Party Committee and the provincial government have twice held the "Sichuan Tourism Development Conference" to further clarify the development goals and strategic priorities, and put forward various measures to promote the development of tourism. The provincial party committee secretary, the governor, the "four people" leadership, the main responsible person of the relevant departments of the provincial government, the heads of the party and government of the cities, counties and key counties, the heads of the relevant departments of the central government, and overseas investors all attended the meeting. The two-year tourism development conference has reached at least three objectives: one is the working conference of the provincial party committee and the provincial government to promote the development of the tourism industry; the other is the festival activity that highlights the development of the tourism industry; and the other is the national mobilization conference to accelerate the development of the tourism industry. At the same time, they will also take the form of bidding in various places, hold a tourism development conference every year, and strive to make the “Travel Development Association” a well-known festival and exhibition brand in China. The second is to formulate policies and measures to accelerate development. Since last year, the Sichuan Provincial Party Committee and the Provincial Government have successively issued the “Implementation Opinions on Accelerating the Development of Sichuan Tourism Industry” and the “Notice on Further Strengthening the Leadership of Tourism Industry Development”, and proposed a series of measures to support the development of tourism. . The third is to strengthen the organization and leadership of the tourism industry development work. The provincial tourism industry development leading group was adjusted and enriched. The team leader was served by Zhang Zhongwei, the provincial governor, and the three provincial party committees and provincial government leaders were deputy heads. The main responsible persons of 27 provincial departments were members. The division of labor led by the provincial government was adjusted, and the deputy governor in charge of planning, transportation, and construction was clearly in charge of the tourism industry. At the same time, it also strengthened the functions of the Provincial Tourism Bureau on the comprehensive coordination, supervision and inspection, administrative law enforcement, industry management and guidance services of the province's tourism industry development. Fourth, the provincial leaders comprehensively supervised the development of the tourism industry. The provincial party committee secretary and governor used the weekend to lead the team to conduct in-depth scenic spot investigations to solve major problems in tourism development. The secretary and the governor’s instructions on tourism last year reached 66 times. The provincial party committee members who started this year went to the tourist attractions every weekend to solve the problems on the spot. Fifth, the government has taken the basic work of tourism industry development in hand. At the beginning of this year, the white paper on the development of eco-tourism in the province, which was first prepared by the governor of the provincial governor, was officially published, and became a programmatic archive for the protective development and sustainable development of tourism resources in the province. At present, the provincial government is organizing the preparation of the Sichuan Cultural Tourism Development Report to guide the development and utilization of cultural tourism resources in the province.
Strengthen departmental linkages and accelerate the implementation of the strategy of developing large tourism. While strengthening the leadership of the tourism industry, Sichuan Province has also stepped up efforts to promote the development of tourism through departmental linkages. At the first provincial tourism development conference, the provincial party committee and the provincial government put forward the development goal of “big tourism”, clarified the tourism development model of “government-led, enterprise main body and market operation”, and studied and formulated the policy of development of large tourism industry. Measures. Governments at all levels have incorporated tourism into national economic and social development plans, clarified development goals and industrial positioning, and increased capital investment and policy support. Since 1998, the provincial government has arranged 20 million yuan of development funds every year. This year, it will increase to 30 million yuan, and 10 million yuan will be added next year, which will be included in the departmental budget. This special fund is mainly used for tourism planning, publicity and promotion, scenic spot development guidance, talent training and market supervision. The provincial transportation and tourism departments set up a joint meeting system for tourism and transportation, and regularly studied the construction of tourism traffic. The Provincial Department of Transportation arranges a special fund for the construction of tourist roads of 60 million yuan each year, and studies with the Provincial Tourism Bureau to solve the problem of road construction in tourist attractions. Provincial news organizations, especially TV stations, arrange freely to broadcast Sichuan tourism image advertisements for a certain period of time each year. At present, the enthusiasm of the governments at all levels for tourism development is unprecedentedly high. The enthusiasm and initiative of the support, cooperation, development, reform, transportation, finance, construction and other departments are obvious. The whole province has formed a unity and dedication to cultivate tourism pillar industries and accelerate development. A good atmosphere for travel.
Highlight the development focus and fully implement the tourism boutique brand strategy. The goal of developing tourism in Sichuan Province is clear, the ideas are clear, the key points are prominent, and the measures are powerful, effectively promoting the construction of tourism boutique brands in the province. The province will be the national treasure giant panda, the ancient Shu culture Sanxingdui, the fairy tale world Jiuzhaigou three major tourism brands and the "First Mountain" international tourist area, the Great Jiuzhai International Tourism Area, the Wolong China Giant Panda Eco-tourism Area, the Sanxingdui Ancient Site Cultural Tourism Area and The five major tourist areas, such as Dujiangyan-Qingchengshan Ecological and Cultural Tourism Zone, have taken strategic investment, increased capital investment, strengthened policy inclination, and promoted the construction of tourism boutique brands. In accordance with the development idea of tourism, Sichuan Province introduced the development concept of tourism economic zone. In 2003-2005, it will invest 30 billion yuan to build 179 tourism and related projects, and gradually promote the scale, support and quality of the five major tourist areas. Upper grade. For example, Jiuzhaigou Scenic Area invested 40 million yuan to purchase environmentally-friendly toilets, and invested 160 million yuan to purchase more than 200 vehicles for round-trip passenger transportation in the scenic area, which facilitated the management of scenic spots and improved the taste of the scenic spots. Sichuan has also taken the lead in exploring new models for the development of scenic spots in China, and has attempted to separate the ownership, management and management rights of Bifengxia Scenic Spot, and has been recognized by relevant parties.
Strengthen comprehensive management and implement the tourism environment optimization strategy as a whole. In recent years, the Sichuan Provincial Party Committee and the provincial government have made significant achievements in rectifying the soft and hard environment, standardizing the market order, and protecting the natural ecology, highlighting key points, innovating means, and strengthening supervision. The first is to strengthen the construction of the tourism legal system. On the basis of the “Regulations on Tourism Management in Sichuan Province” that has been formulated, Sichuan Province has taken the lead in issuing the “Regulations on the Quality Management of Tourism Services in Sichuan Province” and is currently revising the “Regulations on Tourism Management in Sichuan Province”. The second is to strengthen comprehensive tourism management. The Sichuan Provincial Government promulgated the "Implementation Opinions on Strengthening the Comprehensive Management Mechanism of the Tourism Market", expanded the content and form of comprehensive tourism management, established a comprehensive management office for tourism markets at the provincial and municipal levels, and unified the comprehensive law enforcement and supervision of tourism, thereby promoting The establishment of a long-term mechanism for comprehensive management of the tourism environment. So far, the Sichuan Provincial Government has issued rectification notices to five cities or departments on environmental issues, and implemented rectifications in place. Using more than 1,700 forest police forces in the province, we have creatively carried out the activities of “the police and the people to build a safe and civilized tourist zone” and “the middle school students love my hometown tour”, so that the construction of the tourism environment and the comprehensive management of the two civilizations and social security have been organic. Combine. The third is to strengthen the construction of tourism administrative law enforcement agencies. The provincial government approved the establishment of the “Sichuan Provincial Tourism Administrative Law Enforcement Corps”, which was given 25 administrative preparations and the required funds were included in the departmental budget. The Chengdu Tourism Administrative Law Enforcement Brigade also arranged 20 administrative preparations. The fourth is to strengthen industry management. It has formulated a number of standardized management methods such as tourism traffic safety, route design, scenic spots, shopping places, religious places, catering and publicity reports, and standardized and improved the overall service level of the province. The fifth is to take the lead in launching a “farmhouse” tourism project in China, promoting the development of agro-ecological tourism and extending the tourism industry chain.
Expand external publicity and fully implement the overall image strategy of tourism. In recent years, in accordance with the unified image of the province and the overall publicity, Sichuan Province has supported the promotion of the tourism image of the province with the overall promotion of the five major tourist areas, and achieved remarkable results. First, the government is leading the promotion. The provincial party committee secretary and governor personally participated in tourism promotion and investment promotion activities. The deputy governor in charge usually takes the team to attend large-scale exhibitions and promotions. The governments of the five major tourist areas, especially the five major tourist areas, have continuously increased their investment in external propaganda, making great sensation with big-handed efforts, winning big profits with big investment, and forming a benign circle. More than one-third of the 30 million yuan development fund of the provincial tourism department used this year for the overall image publicity. At present, Sichuan Province has initially established a publicity and promotion work pattern of government-led, market-oriented, joint-party, and market-oriented operations. The second is to coordinate the image of the province. Sichuan Province broke the restrictions of administrative divisions, implemented unified planning, unified development, unified construction, unified publicity and promotion for the province's tourist areas, and initially formed the northern ring line focusing on Jiuzhaigou and Huanglong tourist areas, and the west of the national treasure giant panda brand. The ring road, the South Ring Road with the theme of Buddhism culture and bamboo culture, and the four major tourist routes, including the revolutionary history and culture and the East Ring Line, the theme of the hometown of Chuandong. The third is to highlight the focus of publicity. Leading by the provincial propaganda department, relevant departments and regions, the overall planning and packaging of the five major tourist areas, strengthen the overall image publicity, boutique portfolio promotion, domestic and foreign important media portfolio publicity, online publicity, take the initiative to go out and invite to join the promotion Innovative ways of promotion, a new breakthrough in the effectiveness of publicity. In 2003, the number of domestic tourists and income in the five major tourist areas accounted for about 70% of the province, and the number of inbound tourists and foreign exchange income accounted for more than 90% of the province. The fourth is to strengthen regional cooperation and external cooperation. Develop and build a number of boutique routes across administrative areas, and actively promote the establishment of the Shangri-La Eco-tourism Zone in Sichuan and Chongqing; and promote the Lecong-Shannan Zhuhai-Yangtze River Three Gorges boutique tourism line with Chongqing; cooperate with Chongqing and Guizhou to develop Sichuan and Chongqing. Golden Triangle" tourist line; cooperated with Shaanxi to launch an eco-cultural tourism line. At the same time, Sichuan has also adopted the form of intercommunication routes and mutual exchange of tourists, and has strengthened tourism cooperation between Hong Kong, Macao and Taiwan, Southeast Asia and other countries and regions.
III. A number of revelations and suggestions Under the great attention and strong promotion of the provincial party committee and the provincial government, the province's tourism industry has initially formed a prominent pattern, grasping key points, cultivating quality products, and promoting a comprehensive pattern, showing a good momentum of development. It is becoming the leader of the tertiary industry in the province and a new growth point for the national economy. But at the same time, we must also see that compared with Sichuan, the tourism industry in our province still has a big gap in terms of the type and quality of resources, and from the strength and pace of development. At present, the practice and experience of developing tourism in Sichuan Province has given us a lot of inspirations, and some of them are worthy of our province.
Strengthen the government-led tourism development model and establish a relatively complete development mechanism. The experience of Sichuan Province further shows that in the initial stage of tourism development, it is necessary to strengthen the leading role of the government in accelerating the development of tourism, and give full play to the functions of regulation, coordination, guidance, supervision and service, each performing its duties and Responsibility, and gradually establish a large-scale tourism development mechanism with complete system and smooth operation, government-led, enterprise main body, market operation, and social participation. To this end, it is recommended that: First, we will prepare for the provincial high-profile and large-scale tourism industry development conference similar to the Sichuan Tourism Development Conference as soon as possible to further unify our thinking, raise awareness, clarify our objectives, highlight key points, strengthen measures, and promote tourism. The second is to prepare for this meeting, the Provincial Party Committee Political Research Office or the Provincial Government Research Office to take the lead, the Development and Reform Commission, the Department of Finance, the Department of Communications, the Tourism Bureau and other departments to participate in the formation of special classes to carry out tourism research in the province, Responsible for drafting the policy files of the provincial party committee and the provincial government to support the development of tourism; the third is to adjust and enrich the provincial tourism coordination leading organization as soon as possible, and set up the governor as the leader, the deputy secretary of the provincial party committee and the deputy governor as the deputy leader, and relevant departments. Participated in the province's tourism industry development leading group.
Further clarify the strategic priorities and accelerate the construction of tourism boutique brands. The experience of Sichuan Province shows that in the case that the financial resources of all levels of government are very limited, on the one hand, we must find ways to squeeze out funds and increase investment in tourism. On the one hand, we must highlight key points, concentrate all aspects of strength, and vigorously strengthen the construction of boutique scenic spots. In particular, it is necessary to regard the construction of tourism boutique brand as a systematic project, increase the financial input in the internal supporting infrastructure construction and the external image promotion, and create more favorable conditions for attracting investment and scale development of key scenic spots. To this end, it is recommended that: First, further clarify the strategic priorities. In accordance with the requirements for development around the product, we will continue to implement the key development strategy of “One River and Two Mountains”, and the World Heritage·Three Kingdoms Cultural Tourism Zone, Three Gorges, Shennongjia Tourism Zone, Wuhan Metropolitan Tourism Zone, Asia's First Cave, Qingjiang Folk Custom Tourism Zone As an international boutique tourist area for development and construction. All departments and relevant regions should focus on the four major tourist areas, increase investment according to their respective responsibilities, speed up construction, and strive to become an international tourism boutique within 3-5 years. The second is to strengthen the connotation and high-grade development of key scenic spots. To learn from Sichuan experience, natural ecological scenic spots should strengthen the construction of basic supporting facilities such as scenic roads, vehicles, toilets and parking lots from the perspective of strict protection, embodying the principle of people-oriented; historical and cultural scenic spots should focus on excavation, sorting, and innovative expressions, like Sanxingdui not only pays attention to the novelty and beauty of the interior and exterior design style, but also pursues the exquisite and unique content of the cultural relics display, so that people can acquire knowledge while enjoying the beauty; the key scenic spots should also strengthen the development of local characteristic art programs, improve the grade and level. Third, finance at all levels should increase investment in tourism. The provincial finance should increase the special funds for tourism development and include it in the departmental budget. The fourth is to develop innovative key scenic spots development models. Actively support the key tourist attractions to explore the separation of ownership, management rights and management rights in the development and construction, attract large groups and large companies to invest in the operation and management of scenic spots, expand the scale and improve the grade.
Continue to strengthen publicity and promotion to shape the overall image of Hubei tourism. The experience of Sichuan Province shows that governments at all levels should play a strong guiding role in the promotion of foreign tourism and play a leading role in promoting the image of tourism. To this end, it is recommended that: First, establish a linkage mechanism for tourism publicity work. It is necessary to strengthen the leadership of tourism promotion and promotion work, coordinate the departments of foreign propaganda, foreign affairs, foreign trade, relevant regions and tourism enterprises, concentrate all aspects of strength, jointly carry out tourism promotion and promotion work, and shape a unified external image. Government departments at all levels should grasp the promotion and promotion of tourism products as they do in the sales of agricultural products. The second is to integrate the tourism image of the province and carefully plan and package it. Relying on the four major tourist areas, we will highlight our main products and design and package them according to the different needs of the tourism market to form a unified image of tourism products. The third is to constantly innovate the ways and means of publicity and promotion. It is necessary to mobilize the enthusiasm and initiative of all parties, and use various media to adopt various forms, carry out large-scale, multi-faceted and targeted publicity and promotion work, and continuously enhance the unified tourism image. At the same time, governments at all levels must increase their investment in tourism propaganda work and include them in the departmental budget.
Continue to strengthen the construction of tourism administrative law enforcement agencies and teams. The experience of Sichuan Province shows that to create a boutique brand and expand the source market, the internal needs a good tourism environment and market order; a good tourism market order requires a set of relevant regulations and systems to regulate, and a good administrative law enforcement team is needed. To maintain. To this end, it is recommended that: First, accelerate the construction of the tourism legal system. The "Hubei Province Tourism Regulations" was revised and promulgated as soon as possible, making it a powerful guarantee for promoting tourism development and regulating industry management. The second is to actively formulate management measures for various factors of tourism industry, standardize service standards, and promote the overall service quality of tourism in the province to a new level. The third is to strengthen the construction of tourism administrative law enforcement teams. It is proposed to set up the “Hubei Provincial Tourism Administrative Law Enforcement Corps” to arrange for the administrative preparation of 20 people, and the required funds are included in the departmental budget. Each city and state should also set up corresponding administrative law enforcement agencies to arrange certain preparations and funds.
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