During the period of 1999, the National Tourism Administration adjusted its overseas marketing strategy from selling scenic spots and routes to selling cities. At present, more than 100 cities in China have reached the standard to become excellent tourist cities in China, among which Hangzhou, Ningbo, Shaoxing and Jinhua in Zhejiang have won the "business cards" of excellent tourist cities in China.
According to experts, the city-centered feature of modern tourism is becoming more and more obvious. There is a simple reason. Rich tourists are rarely willing to "travel hard" as before. They no longer go straight to remote scenic spots with maps in their hands, but choose to go to the nearest city, relying on the city's perfect transportation, accommodation, tour guides, shopping and other services to make tourism a relaxed leisure. Therefore, the attraction of the city largely determines the popularity of local tourism.
Some cities in other provinces carefully manage their own images as brands, which are very attractive to tourists. Dalian is a typical city: it doesn't have any world-class scenery, and relies entirely on the successful integration of its own resources, including municipal construction, clothing festival, football culture and so on. To build a charming city brand, thus becoming one of the most dynamic tourist hotspots in China.
It is said that when the National Tourism Administration selected China as an excellent tourist city, its intention was not only to promote the development of tourism, but also to highlight the significance of the city as a brand.
After more than two years, when a new batch of excellent tourist cities in China are about to be accepted, its significance has been widely recognized. Wenzhou is eager to integrate its own resources through "creation" and create a distinctive and friendly brand image.
At present, Wenzhou has rushed to the title of "China Excellent Tourism City". Mayor Qian said: We are determined to win.
In recent years, Wenzhou has devoted itself to solving the "bottleneck" of big traffic, building a three-dimensional transportation network by sea, land and air, especially the opening of Jinwen Railway, which has fundamentally changed the backward situation of Wenzhou's tourism development.
The continuous improvement of traffic between scenic spots has formed a special tourist line from the urban area to the scenic spots. At the beginning of this year, after Yannan Highway was rebuilt and opened to traffic, the hotline of downtown-Yandangshan-nanxi river had a "fast lane", and the number of tourists soared.
It is reported that during the Tenth Five-Year Plan period, the city will also open a special helicopter tour line, as well as new means of transportation such as luxury cruise ships and jet airships at sea. In addition, the construction of Wenfu Railway, Yongtaiwen Expressway and Jinliwen Expressway will greatly improve the travel conditions of tourists coming to Wenzhou.
The improvement of service conditions such as food, accommodation, guidance and shopping has created a good environment for the development of Wenzhou tourism. A few years ago, there were only five star hotels in Wenzhou. At present, there are 34 star-rated hotels, 70 travel agencies, 32 designated production enterprises of tourist commodities and 767 licensed tour guides. In particular, the joining of senior hotel professional management talents from Singapore, Hong Kong and Shanghai has made Wenzhou's hotel industry increasingly international. In recent years, Wenzhou hotel industry has maintained a high occupancy rate of 70%, ranking first in the province.
To build the brand of "China Excellent Tourism City", we must improve the city's functions. This concept clearly embodies a new understanding of urban brands.
For a long time, the brand of a city is hard or not. In addition to its administrative level, mayors consider the economic development level of the city most, and pay less attention to the environmental characteristics, cultural connotation and comprehensive functions of the city.
This defect of urban function has greatly restricted the development of Wenzhou tourism. Through "creating excellence", the author is delighted to see that Wenzhou is carefully building its own city brand with a brand-new concept.
Playing the function card: Last year, Wenzhou joined the ranks of creating an excellent tourist city in China. Wenzhou Tourism Bureau has accelerated the development of tourism, successively opened a number of tourist attractions, such as Wenzhou Zoo and Wencheng Tongling Mountain Scenic Area, providing citizens with a broader tourist space, and launched a series of activities of "Wenzhou People Traveling to Wenzhou" throughout the city, which made Wenzhou tourism stride forward; Holiday Tourism Information Center also provides all-round information services for holiday travelers.
Playing the image card: Wenzhou has carried out large-scale renovation of Wenruitang River, accelerated the construction of ten roads, ten landmark buildings and ten parks, and further established the image of "Wenzhou with mountains and rivers, Wenzhou with culture and Wenzhou with vitality". At the same time, a number of high-standard, high-quality and high-grade greening, lighting, beautification and purification projects have been implemented one after another, focusing on one mountain and one ring, two mountains and two rivers, two belts, three parks, three squares, four roads and four pieces, and comprehensively implementing the green campaign; The building is dominated by contour lights and projection lights, with the addition of more than 6,543,800 high-grade lighting sources, and the beautiful project in Jiang Xindao, which makes the whole city present a colorful and neon-changing scene of the city that never sleeps.
Playing special cards: "Xie Lingyun's Tour of Landscape Poetry", "Taishun Radon Spring Fitness Tour" and "Wencheng Liuji Cultural Tourism Festival" and other wonderful activities vividly displayed the charm of Yanshan European Water and attracted tourists from all over the world. Wenzhou, as one of the earliest areas of market economy development in China, is famous for its "Wenzhou mode" of developing private economy, and has accumulated many "Wenzhou modes" with humanistic connotations. As an economic phenomenon, it is attracting the attention of local government departments and business leaders, who all want to take a walk and have a look at Wenzhou enterprises. As a result, some travel agencies in Wenzhou launched the "Wenzhou Economic Exploration Tour" in time.
Nowadays, the advantages of Wenzhou's tourism resources are being transformed into industrialization advantages and become a new growth point of Wenzhou's economic development. According to reports, last year, the city received more than 6 million domestic and foreign tourists, and the total tourism revenue exceeded 5 billion yuan, equivalent to 6. 1% of Wenzhou's GDP.