Original report: Our district aims to create tourism with characteristics in the whole district, promote the synchronous development of sightseeing tours, leisure tours, themed tours, and exhibition tours, and further establish the public brand of “Tianmu Mountain Covered in Lush Greenery and Wuyue Kingdom History Passed Down for 1000 Years” in the cultural and tourism region. The district will continuously expand the “Ice and Snow” IP, actively initiate the Tus Ice & Snow Glory Sports City, actively promote the expansion and improvement of the Daming Mountain scenic area and fully stimulate the creation of 5A level scenic spots, so as to build an Ice and Snow City in the South of the Yangtze River with “alpine skiing, comprehensive snow appreciation and year-round snow play” as its core.

Interpretation of Theme Words: Create Tourism with Characteristics in Whole District

 Creating Tourism in Whole District is Not “Developing Tourism Everywhere”

From the perspective of Zhou Jingqiu, a representative of the People’s Congress of the district and rural operator, Lin’an has a diverse regional terrain, good ecology and diverse local culture, with exceptionally rich and distinctive tourism resources. Especially with the increasing reputation of the public brand of “Tianmu Mountain Covered in Lush Greenery and Wuyue Kingdom History Passed Down for 1,000 Years” in the cultural and tourism region, the scenic area business has been continuously enriched, tourism services have been continuously upgraded, high-end hotels have successively settled in, online and offline tourist reception has flourished and the overall tourism quality has been significantly improved.

However, Zhou Jingqiu believes that creating tourism in the whole district is not “developing tourism everywhere”. Rather, we need to focus on structural optimization, optimize resource allocation and adjust supply-demand relationship and industrial structure. In addition, we need to promote the upgrading of the tourism industry from low-level supply-demand balance to medium and high-level supply-demand balance. “Based on the overall planning at the government level, we need to strengthen the cooperation of tourism enterprises in the area, actively promote the implementation of “joint ticket” in scenic areas, create more new tourism industries and forms in a larger space, and build a new highland for the tourism industry.” Zhou Jingqiu also said that in order to create tourism in the whole district, we should not only achieve spatial beauty, but also achieve industrial integration, comprehensive matching of elements, structural optimization and social participation of the whole district.”

In her years of experience in rural operation, Zhou Jingqiu is deeply impressed by co construction and sharing in the concept of creating tourism in the whole district. She suggests that the district should further unleash the vitality of rural businesses, guide and support various social capital and industrial entities to participate in the development of tourism industry and the construction of tourism destinations. In the meantime, the district needs to cultivate more industrial entities and jointly build a new pattern of creating tourism in the whole district. It is necessary to enable local residents to share the fruits of development, as they are not only beneficiaries of tourism development who enjoy tourism life, but also entrepreneurs of the tourism industry and service providers of tourism life.

Create a Phenomenal Cultural and Tourism IP

In recent years, our district has closely focused on the golden card construction of the “One Corridor, Three Circles and Eighteen Views” cultural and tourism, with the Hangzhou-Huizhou Expressway and Zhejiang West Ecological Corridor as the axis, the Qingshan Lake Xiushui Circle, the Datianmu Famous Mountain Circle and the Zhejiang West Tianlu Outdoor Circle as the driving force, and the eighteen towns and streets as the foundation. Through innovation to promote construction and by connecting points into lines and combining lines with surfaces, the district has created a new pattern of comprehensive tourism with beautiful scenery everywhere. At the same time, with the increasing reputation of the public brand of “Tianmu Mountain Covered in Lush Greenery and Wuyue Kingdom History Passed Down for 1,000 Years” in the cultural and tourism region, as well as the establishment of 12 sub brands including Tianmu Village, Tianmu Hot Dish, Tianmu Mountain Products, Wuyue Good Products and Wuyue Impression, etc., more people have witnessed the new vision and leaping development of Lin’an’s creating tourism in the whole district in the new era.

“The development has made tourists see the future and hope of Lin’an’s tourism, and have more confidence on us. However, we also need to see that the tourism market and environment have undergone significant changes in the post pandemic era.” The tourism performance report of the past year has brought joy to Zhang Qun, a member of the Political Consultative Conference of the district and the person in charge of Lin’an New Century International Travel Agency. But at the same time, he sees challenges.

Zhang Qun said that the impact of emerging influencer IPs over the past year should not be underestimated. Take the nationally popular Zibo Barbecue and Guizhou Village Super League, as well as Harbin, which has become a true winner after being visited by the “cozy southern snow goers”, for instance. “The data shows that eating Zibo barbecue only costs an average of 50 yuan per person, but it stimulates consumption of local transportation and accommodation for at least 750 yuan. Those influencer IPs have leveraged more than ten times the consumption power with less than a hundred yuan, truly making a city to go viral. This is what Lin’an needs very much.” Zhang Qun believes that IP can be a specific scenic spot or an abstract beautiful story, and its formation is both inevitable and accidental. “Therefore, before the formation of the IP, we need to fully carry out cultural excavation in the early stage and implement brand value embodiment as well as continuation of brand vitality in the later stage.”

We not only need to create tourism in the whole district, but also build tourism with characteristics. “In the past year, Lin’an has been promoting the construction of the “One Corridor, Three Circles and Eighteen Views” cultural and tourism with high standards, supporting the creation of national 4A and 5A level scenic spots and the construction of various demonstration village scenic spots, creating a new pattern of comprehensive tourism where beautiful scenery can be seen everywhere. In addition, Lin’an has initiated the construction of the Tianmu Future Valley project, with a total investment of 4.59 billion yuan, and successfully delisted the Tus Ice & Snow Glory Sports City, with an expected total investment of about 3 billion yuan. Those two are major and heavyweight projects among Lin’an’s cultural and tourism projects, and will also become an advantage in creating its cultural and tourism IPs.” Zhang Qun stated that the district aims to increase exposure, gather popularity and reshape the “Lin’an impression” through the promotion of characteristic IPs.