It's cold winter in the north. Beijing, Zhangjiakou and other places are in the peak season of ice and snow sports. Ski resorts are crowded, and tourists enjoy the racing heartbeat on the ski trails. Hainan is still warm, and surfers experience the thrill of fighting the wind and waves in Sanya, Wanning and other places. In recent years, new formats of cultural, sports and tourism integration have continued to emerge, injecting new vitality into the tourism consumption market.
The "Domestic Tourism Promotion Plan (2023-2025)" issued by the Ministry of Culture and Tourism in November proposed to cultivate new types of business integrating cultural and sports tourism, cultural and commercial tourism, and create a brand project of "travel with events" and "travel with food". At the recently held 2023 Boao Forum of Chinese Entrepreneurs, the guests discussed the highlights and trends of China's "culture+sports+tourism" integration development.
The popularity of the event drives the change of tourism concept
Watching the scenery while enjoying sports and experiencing culture has become the travel choice of many consumers nowadays. In recent years, Chen Yan from Beijing has traveled to Hainan every year, and outdoor sports are his "must". "Surfing and kayaking can get in close touch with the sea. Cycling in the mountains in central Hainan can also experience the unique tropical rainforest ecology and ethnic customs." He said that immersive outdoor sports can let him experience ecology and culture from a distance.
The Report on the Development of China's Outdoor Sports Industry (2022-2023) released in October this year shows that from 2022 to 2023, outdoor sports such as ice and snow, road running, cycling and cross-country sports will show explosive growth, and many fields have recovered or even exceeded their pre epidemic levels. According to Ctrip data, in the first half of 2023, the number of orders related to outdoor sports increased by 79% year on year, and by 221% compared with the same period in 2019.
Behind the accelerated development of cultural, sports and tourism integration, the traction role of major events cannot be ignored. In the post Winter Olympics era, ice and snow tourism continues to heat up: Beijing recently launched the 2023 Beijing Zhangjiakou ice and snow cultural tourism season, which covers skiing, snow parks, festivals, etc; Liaoning Benxi designed 10 major theme ice and snow tourism routes and launched more than 100 ice and snow season sports tourism activities; Harbin, Heilongjiang, takes "ice and snow+" as the core element to launch Harbin Ice and Snow World, Yabuli Alpine Skiing, Songhua River Ice and Snow Carnival and other products
"The success of the Beijing Winter Olympic Games has led to a 'hot effect' of 'cold ice and snow'." Zhao Yinggang, deputy director of the Sustainable Development Committee of the Beijing Winter Olympic Games Organizing Committee, said that large-scale sports events have led to the transformation of tourism consumption concepts. More and more people bring physical fitness and physical exercise into tourism activities, and tend to choose tourism resources with fitness conditions.
Some cities hold high-level sports competitions to promote the tourism industry in an all-round way. Ren Hongliang, member of the Standing Committee of the CPC Shaoxing Keqiao District Committee and director of publicity, said that Keqiao invested nearly 400 million yuan to expand its stadiums, and hosted 25 events of the Hangzhou Asian Games, attracting more than 24000 visitors. The local government also launched a series of cultural tourism activities with the theme of the Asian Games, attracting 84000 tourists and driving cultural tourism consumption of more than 66 million yuan.
In addition to the "tall and tall" international events, many "grassroots events" also "hit the net", helping the local become a popular tourist destination. This year, the "village supermarket" in Rongjiang County, Guizhou Province, quickly became popular on the whole network, attracting tourists from all over the country and benefiting the local people. During the competition, the online and offline sales of agricultural products in the county reached 401 million yuan; Night consumption income was 309 million yuan, up 362.5% year on year.
"The event is authentic and reflects strong local characteristics." Chen Zaixiun, member of the Standing Committee of Rongjiang County Party Committee and deputy county head, said that the team organization, schedule arrangement and promotion rules of the village super event are all decided by the villagers themselves, and the players are local farmers, traders, workers, students, etc. During the competition, the local government also organized 145 cheerleading teams to parade and perform 115 ethnic songs and dances, including Dong's big song and Lusheng dance.
"Sports+" enabling tourism industry upgrading
In recent years, Wanning, an old coastal tourist destination, has become a new online celebrity. In various We Media platforms, Wanning tourism strategies are numerous, and "surfing" has become one of the "high-frequency words". Thanks to the long waves, suitable water temperature and beautiful coastline landscape, Wanning Riyue Bay has become a "surfing mecca". In Tianxin Village on the bank, 36 B&Bs, 30 surf clubs and mature commercial facilities have been opened in just a few years.
Fully tap sports resources to enable the tourism industry to speed up upgrading. Young tourists have gradually become the main force of tourism, and the newly built camping, surfing, diving, sailing and other products of Wanning have become new growth points. In the first three quarters, Wanning City received a total of 6.4264 million tourists, a year-on-year increase of 50.17%; The total tourism revenue was 5.378 billion yuan, up 55.73% year on year. Yao Wang, Director of Wanning Tourism, Culture, Radio, Television and Sports Bureau, said that Wanning has moved from the past era of sightseeing and holiday tourism to the era of building skilled and cohesive sports tourism.
Driven by the upgrading of tourism consumption, a number of tourism products with culture as the core, sports as the guide and tourism as the carrier have become new highlights in the tourism market. "Culture, tourism and sports are highly interrelated and symbiotic, highly coupled, and mutually integrated, empowered and promoted to promote industrial development, which is unprecedented," said Wang Zhifa, the former deputy director of the National Tourism Administration.
The "small and beautiful" boutique homestays, beautiful natural scenery, and slow pace rural life make many people regard Mogan Mountain in Deqing, Zhejiang Province as "a place they must go in their life". Now, in addition to experiencing the tranquility of time, you can also enjoy the fun of sports here.
As early as the end of the 19th century, foreign sports enthusiasts held sports meetings and carried out outdoor sports in Mogan Mountain. The swimming pool and tennis court built a hundred years ago are still preserved. "But for a long time, Moganshan seems to be 'quiet'." Zhou Zhifang, member of the Standing Committee of Deqing County Party Committee and head of publicity, said that starting from exploring and inheriting history and giving play to good ecological advantages, Moganshan tried every means to introduce sports events and experience projects.
In recent years, Deqing has built a large number of high-end outdoor sports bases, such as the Discovery Exploration Extreme Theme Park, the County Equestrian Center, and the Langtu Water Sports Center, with the theme of "Let Mogan Mountain Move", to promote the landing of major events such as the International Bamboo Sea Marathon and the National Mountain Bike Race. In addition, 80% of the high-end homestays in the county are equipped with swimming pools, bicycles and other sports facilities, as well as slide, mini golf driving range, trampoline, jungle adventure and other travel facilities.
"When cultural tourism reaches sports, it has become a 'blockbuster'." Sun Ruofeng, director of the National Technical Committee for Tourism Standardization, said that the integration of cultural and sports tourism conforms to and promotes the pursuit of a better life of loving nature, life and life, as well as the social needs of mass culture, mass tourism and mass sports.
Integrated development promotes economic recovery
Cultural and sports tourism routes provide tourists with a good experience, and also become an engine to drive the recovery of the tourism market and promote economic development. Participants believed that the key to retaining "traffic" was to provide tourists with quality products and services and create a good brand image.
"The integrated development of cultural, sports and tourism has gathered the charm of culture, the vitality of sports and the tension of tourism." Wang Zhifa suggested that we should continue to optimize the supply of tourism products, strengthen the construction of large-scale projects and comprehensive products, increase the ability of science and technology, and make the cultural, sports and tourism industry full of vitality and vigorous development.
Zhou Zhifang introduced that Deqing is continuing to attract outdoor brands to settle in outdoor bases, attract brand events to settle in Moganshan for a long time, and carry out in-depth cooperation in industrial projects, sports services, etc. "We cooperated with rookie sports, developed Leyou Mogan APP by using geographic information technology, and launched classic climbing, intermediate cross-country, extreme challenge and other boutique routes."
Only differentiated development and highlighting personality can make IP stronger. "Highlighting characteristics is the life of the content industry." Sun Ruofeng said that in addition to the local cultural traditions and heritage, it should also highlight the characteristics of industry, agriculture, commerce and other industries and specific enterprises. It is necessary to strengthen creativity, including the design of tourist travel routes, experience scenes and the development of cultural and creative products.
Participants said that the government needs to strengthen planning and guidance. Zhao Yinggang said that through policy support, local governments can bring the integration of cultural, sports and tourism industry into the overall pattern of economic development, and become an important work to stimulate domestic demand, improve people's livelihood, improve health, promote employment, and improve people's well-being. The integrated development planning and layout of cultural, sports and tourism should be linked with the regional overall planning and the upper planning to form the regional development focus.
Taking advantage of the "village super" east wind, Rongjiang local specialty food, agricultural products, silver ornaments, batiks and other intangible cultural heritage products continue to enter the audience and go out of the mountains. "Promoting the village beyond the circle is a means rather than an end. Finally, we should return to the overall situation of rural revitalization and economic development. We should insist on promoting culture, tourism and production through competition." Chen Zaixun said that Rongjiang will continue to run the village super league and the national food football friendly match, and strive to find the "way" of rural revitalization from the "joy" of rural sports.
