Learning report

In order to conscientiously implement the spirit of the province's tourism development conference, promote the deep integration of culture and tourism in the city, enhance the quality of the tourism industry, and further enhance the comprehensive competitiveness of tourism in the city. The municipal party committee and the municipal government organize a tourism culture delegation from x to xx to xx I went to Yunnan to study and study. The study will be reported as follows.

First, the basic situation of study

The municipal party committee and the municipal government attached great importance to this visit to Yunnan, and carried out research and deployment on many special topics. The Municipal Party Committee Office, the Municipal Tourism Commission and the Municipal Cultural Bureau were fully prepared, and the inspection routes and investigation contents were carefully determined according to requirements. The delegation went to Lijiang City, Dali Bai Autonomous Prefecture, Xishuangbanna Dai Autonomous Prefecture, Yuxi City and Kunming City in five provinces and cities, and visited the Lijiang Ancient City, Butterfly Spring, Yulong Snow Mountain, Xishuangbanna Tropical Botanical Garden of Chinese Academy of Sciences, Cangshan Erhai, Fushun. Nearly 20 scenic spots such as Xianhu, Nieer Culture Square and Shilin, during the period, I watched "Impression Lijiang", "Naxi Ancient Music", "Lishui Jinsha", "勐巴拉娜西", "Butterfly Dream", "Yunnan" Six wonderful cultural tourism boutiques such as "Image". The delegations visited the state and the city were highly valued and warmly received by the local party committees and governments. The two sides fully exchanged economic and social development and discussed and negotiated on further expanding tourism cooperation. After the investigation was over, a seminar on study and study was held. At the meeting, members of the delegation combined with what they saw and heard in the trip to Yunnan, focusing on “why should promote the combination of culture and tourism and the focus, form and main body of culture and tourism”, such as feelings, talks, suggestions, suggestions, and in-depth exchanges. , speak eagerly. It is generally believed that under the situation that the whole city has seriously implemented the spirit of the province's tourism development conference and further set off the third climax of Huangshan tourism development, it is very necessary and timely for the municipal party committee and the municipal government to organize a tourism culture delegation to study in Yunnan. The theme of this study was outstanding and targeted, which enabled us to broaden our horizons and broaden our thinking. The close integration of culture and tourism, the protection and development of cultural heritage, the exploration and utilization of national culture, and the cultivation and development of cultural tourism industry in Yunnan, etc. The achievements and accumulated experience have given us a lot of inspiration. Through inspection, the urgency and sense of responsibility for accelerating the combination of culture and tourism in the city have been further enhanced.

2. Main practices and experiences of developing cultural tourism industry in Yunnan

In recent years, Yunnan has attached great importance to the integration of culture and tourism, and vigorously developed cultural tourism products. The cultural tourism industry has achieved sustained, rapid and healthy development. It can be said that the process of accelerating the development of Yunnan tourism in these years is the process of organic integration of tourism and culture, mutual platform and mutual promotion.

Constantly enrich the cultural connotation of tourism and enhance tourism quality in all aspects. During the inspection tour in Yunnan, whether we entered the scenic spots or walked to the urban and rural areas, we felt a strong cultural atmosphere everywhere. Festival tourism activities with rich national cultural characteristics have always been the main axis of Yunnan tourism. Relying on rich ethnic cultural resources, Yunnan has deeply excavated, sorted out and developed cultural tourism products that use various forms of national songs and dances, historical relics, folk customs, celebrities' hometowns, food culture, religious culture, folk crafts, etc. to support the development of cultural industries. The “selling of attractions” has changed to “selling culture”, which has better adapted to the demand for tourism from a simple focus on sightseeing to a focus on folk culture. For example, the songs and dance performances of "Three Teas" on the Bohai Cruises, butterfly breeding and release in Butterfly Spring Park, and the splashing of water in the Dai Garden have become new highlights and selling points, which have enhanced the attraction of scenic spots. Competitiveness.

Make overall planning and promote the close integration and harmonious development of the cultural industry and the tourism industry. During the period in Yunnan, the most heard sentence was that “culture is the soul of tourism and tourism is the carrier of culture”. When developing the tourism industry, it also attaches great importance to the great promotion of the cultural industry, organically combines the two, and drives the tourism economy to develop better and faster. The local governments attach great importance to the huge market platform built by the tourism industry. Develop a distinctive cultural consumer market. When we look at the planning, layout culture and tourism industry development, we are all at the strategic height of the overall situation. According to our own resource advantages, we accurately position the industry and put forward clear development goals and measures. Lijiang City put forward the goal of “building a famous cultural tourism city and building an international boutique tourist destination”, and determined the status of the pillar industries of culture and tourism. Governments at all levels have established leading groups for the development of culture and tourism industry to establish good decision-making and coordination. Mechanisms to timely study and solve major problems in the development of culture and tourism. At the same time, strengthen the comprehensive coordination, supervision and inspection, industry management and guidance service functions of the cultural and tourism management departments, and form a linkage mechanism between departments, industries and regions. Kunming proposes to lay a good "three cards" of ecology, culture and ethnic customs, strengthen the excavation and development of various tourism resources, and strive to create a group of cultural tourism products to fully display the charm of Kunming tourism.

Extensively open up channels and vigorously promote cultural tourism products. Every time we go to the first place, we first enter the field of vision is a large-scale publicity advertisement for scenic spots and cultural performances. The brochures, CDs and other promotional materials produced in various places are exquisite and chic, and various tourist crafts and souvenirs are dazzling. There are many ways to promote the various tourist cities. In Kunming, the first image of the city was first publicized. In 2000, CCTV launched the city image advertisement of “Kunming is a spring every day”. "Yunnan Image" has a set of people who have been touring abroad for many years, and vividly promoted Yunnan tourism. Xishuangbanna’s propaganda on the song and dance program “勐巴拉娜西” is more nuanced. From the airport to the performance venue, there are actors holding promotional materials for promotion. Lijiang has enhanced its visibility and influence through large-scale events such as the Dongba Culture and Art Festival, the "Love My Lijiang" National Photo Contest and participation in the World Heritage Forum. Yuxi uses the Nieer cultural brand to promote the momentum. Promotion of promotion through film and television works is also a major feature of Yunnan. The hit of "Tianlong Ba Bu" has set off a new upsurge in Dali publicity and promotion. "Five Golden Flowers" makes people familiar with Dali. Gao Chuangjian and Zhang Yimou, internationally renowned performers, jointly produced the film "A Thousand Miles of Riding" in Lijiang, and held a grand premiere in the ancient city of Lijiang. More than 40 film and television crews such as "The Ancient Tea Horse Road" and "Iron Blood Plateau" and "One Meter Sunshine" were filmed in Lijiang, and broadcasted on CCTV and more than 20 provincial stations, setting off a wave of Lijiang hot. Lijiang and Dali have also become famous film and television bases in China.

Create cultural tourism boutiques and promote industrial development with quality projects. All parts of Yunnan adhere to the implementation of quality strategy and accelerate the cultivation and construction of cultural tourism boutique projects. The cultural tourism brands such as Lijiang Mufu, Dali Ancient City, Lijiang Ancient City, Chongsheng Temple, Nieer Culture Square and Yunnan Ethnic Village were launched, and the human resources brands such as Dongba Culture, Naxi Ancient Music and Mosuo Style were created. The large-scale national song and dance evenings "Yunnan Image", "Lishui Jinsha", "Butterfly Dream" and large-scale live performance "Impression Lijiang" are all magnificent and shocking, and have become a hot spot and selling point of local tourism.

Emphasis on the cultivation and introduction of talents, providing a solid intellectual support for the development of cultural tourism. All parts of Yunnan attach great importance to the construction of cultural and tourism talents. Through the use of local talents, the introduction of talent shortages and the strengthening of study and training, the quality of employees is comprehensively improved. The Yunnan minority will speak when they speak, they will dance when they walk, and the folk talents will be able to help. The famous Naxi Ancient Music at home and abroad is a national cultural brand successfully launched by Naxi Xuanke using modern commercial means. The 600 actors of "Impression Lijiang" are all ordinary farmers, from 10 ethnic minorities; 70% of the actors in "Yunnan Image" are also directly selected from ethnic minority villages. In order to create a cultural boutique with a high starting point and a big hand, hire a master to plan and direct. "Yunnan Image" is led by the famous dancer Yang Liping as the chief editor and artistic director. "Impression Lijiang" is directed by famous directors Zhang Yimou, Wang Chaoge and Fan Yue. The overall quality of tourism service personnel in Yunnan is also relatively high. The reception and tour guides of the delegation to the state and city can introduce the local history and culture, ethnic customs, scenic spots and economic and social aspects to the head, and treat people with enthusiasm and generosity, leaving people with a good impression of Yunnan. . Eight colleges and universities and seven secondary vocational schools, including Kunming Normal University, Yunnan University and Kunming University, respectively offer tourism majors and specialist classes, providing a reserve army for the sustainable development of tourism.

Deepen the reform of the cultural system and promote the development of cultural tourism. Lijiang, Dali and other places seized the opportunity of the pilot reform of the national and provincial cultural system, with the goal of liberating and developing cultural productivity, boldly innovating management systems, innovating investment mechanisms, innovating management ideas, optimizing the entrepreneurial environment, and promoting political separation and politics. Separation of enterprises and separation of management and management have established a cultural management system and cultural product production and management mechanism for party committee leadership, industry self-discipline, government management, enterprises and institutions to operate according to law, so that cultural units and enterprises truly become market entities. The innovation of institutional mechanisms has brought about the further prosperity of cultural undertakings and the further development of cultural industries. Dali introduced Yunnan Shengxing Group with an investment of 363 million yuan to develop and construct Heqing Xinhua Village as a whole, and built Xinhua Village into a distinctive and large-scale folk handicraft trading market. Lijiang introduced Shenzhen Energy Company, and Lijiang Folk Song and Dance Troupe jointly established Lijiang Snow Mountain Performing Arts Company, invested more than 11 million yuan to plan and perform "Lishui Jinsha"; introduced Beijing Image Company to invest more than 200 million yuan to launch "Impression Lijiang"; Cultural enterprises such as Hangzhou Songcheng Group and Zhejiang Hengdian Film and Television Group reached an agreement to cooperate in the development of cultural tourism products and the construction of film and television bases, and built the Guanyinxia National Cultural Tourism Scenic Spot. At the same time, it guides and encourages private capital in the city to establish national song and dance dinners, dynamic Lijiang open-air plaza singing, and cultural exhibitions of various cultural and small exhibition halls in ancient cities, to stimulate the enthusiasm of the whole people to participate in the cultural industry. A diverse cultural investment and financing system has been formed. In 2006, the added value of cultural industry in Lijiang City was 690 million yuan, accounting for 8.9% of the city's GDP; the added value of cultural industry in Dali Prefecture was 2.3 billion yuan, accounting for 8.5% of the state's GDP. The cultural industry grew into a new economic growth point and pillar industry. .

III. Suggestions on Accelerating the Development of Cultural Tourism Industry in Our City

Learning from Yunnan's experience, what do you mainly learn from Yunnan? We believe that the first thing is to learn from Yunnan's philosophy of attaching importance to the development of cultural productivity, to learn the way of thinking that combines culture and tourism, and to grasp the tenacity of incomprehensible and indomitable. The trip to Yunnan allowed us to see the gap. Compared with Yunnan tourism, the difference between tourism and tourism in the city is mainly that the combination of culture and tourism is not close. Yunnan has a strong ethnic minority culture. The city has a unique xx culture, and it is adjacent to the Yangtze River Delta, adjacent to the Yangtze River, and the east and west. The location advantage is very obvious. The innate conditions and realistic foundation for the development of cultural tourism are the same. Compared with the five states and cities in Yunnan, the survey is not inferior. In recent years, the municipal party committee and the municipal government have attached great importance to the issue of the combination of culture and tourism. All districts and counties have also made useful explorations based on their respective superior resources and achieved certain results. However, from the overall situation of the city, the excavation, sorting and development of the xx culture is far from enough. The cultural content of the scenic spots in the city is relatively low, especially the lack of vivid and competitive cultural tourism products. Culture and tourism still exist. The phenomenon of "two skins". At present, tourism in our city is in a critical period of adjusting the optimal product structure and further enhancing the comprehensive competitiveness. It is necessary to combine the promotion of culture and tourism depth as a core issue to promote the Huangshan cultural tourism brand. To this end, the following suggestions are initially proposed:

We will promptly formulate relevant policies to provide a strong guarantee for the development of cultural tourism. The municipal party committee and the municipal government set up a leading group to coordinate the development of the cultural industry and the tourism industry, and issued the "Opinions on Promoting the Combination of Culture and Tourism and Accelerating the Development of Cultural Tourism", clarifying the guiding ideology, objectives and tasks of cultural tourism development. safety measures. Based on this opinion, all relevant departments study and formulate specific policy measures to support the development of cultural tourism.

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Further unify the thinking and understanding of the whole city, and put the development of cultural tourism on the agenda. The whole city must fully understand the development of cultural productivity is the requirement to fully implement the scientific development concept, and is the only way to achieve scientific development. The cultural industry is in a leading and pillar industry position in many developed countries. This time we went to Yunnan and noticed that many cities have proposed to “drive economic productivity with cultural productivity” and attach great importance to the development of cultural industries. The World Tourism Organization asserts that cultural tourism is bound to become a new fashion for people's lives. We xx must accurately grasp the general trend of world tourism development, take advantage of the trend, strive for initiative, reverse the backward concept of separating culture and economy, establish the concept of "culture is wealth", and regard cultural tourism as a measure of "xxx" As an important way to promote the internationalization of tourism, as an important way to promote the internationalization of tourism, as an important part of the x-climax of tourism development, we must also guide all aspects of the city to recognize the development of cultural tourism in the city. The strengths and foundations that enhance confidence and determination. From now on, all levels and departments must pay more attention to their thinking, be more unified in their understanding, be more powerful in their measures, be more determined in their actions, and promote a major leap in the development of cultural tourism in our city.

Grasp the key points of rapid advancement, and strive to make a major breakthrough in the development of cultural tourism in the city. 1. Carefully create a large-scale song and dance party. The city focused on the "xxxx" and "xxxx" two parties. The performance projects planned by districts such as xx, xx, xxx, etc. should also speed up the pace and enter the market as soon as possible. 2, as soon as possible to launch "singing xx a song" and xx travel image slogan, image logo. 3. Further improve the development of rural tourism. Rural tourism is the best entry point for the combination of culture and tourism. In-depth implementation of the Municipal Party Committee and the Municipal Government's "Opinions on Vigorously Developing Rural Tourism", paying attention to grasping differential development, avoiding low-level development of homogenization, and paying attention to handling the relationship between resource protection, development and utilization, and preventing resources. Destruction and waste. 4. Comprehensively enhance the cultural connotation and taste of the existing scenic spots. Establish a great culture and great tourism concept, and create a strong cultural atmosphere in the city, so that visitors can feel the rich cultural atmosphere when they arrive in Huangshan. By injecting more cultural elements of the emblem, we will continue to enhance the attractiveness and competitiveness of existing scenic spots. 5. Accelerate the promotion of cultural projects under construction. In particular, major projects such as the Hui Culture Museum must ensure quality and be put into use on schedule.

Find a combination of points, and prepare and implement a number of cultural tourism industry projects as soon as possible. Integrate the city's xx cultural research forces, share resources, and form synergies. Guided by the market, it screens out the cultural elements of local drama, folk art, xx celebrities, traditional crafts, folk customs, celestial celebrities and xx, and combines and creates cultural tourism products. Establish and improve the cultural tourism project library, and make a reserve, develop a batch, and expand a batch. Take the project as a carrier to attract investment, focus on investment, gather capital, integrate resources, and promote the integration of cultural industry and tourism industry. We will pay close attention to a number of quality projects to achieve a sound and rapid development of the city's cultural tourism industry.

Innovate institutional mechanisms to fully stimulate the vitality of cultural tourism development. The cultural system reform will be deepened, and through reform, a cultural tourism development pattern of “party leadership, government leadership, participation by the whole people, and diversified investment” will be formed. The first is to cultivate cultural enterprises into standardized cultural market entities, so that they can find their own position in the development of cultural tourism in our city. The second is to achieve diversification of investment in cultural industries. Focus on the introduction of powerful cultural enterprises to invest in cultural tourism in the city, especially the introduction of cultural tourism products with large investment and large production. At the same time attract more private capital to invest in cultural tourism. The third is to promote the quality of tourism talents. Adapt to the needs of cultural tourism development, strengthen training for employees in the cultural industry and tourism industry; implement preferential policies for talent work, and vigorously introduce high-end talents in culture and tourism; attach importance to discovering and enabling non-governmental talents and local talents, and let the broad masses of people participate extensively The development of cultural tourism has made cultural tourism a highlight and characteristic of the city's national entrepreneurship.