"Please go to Guangdong for summer vacation" cultural tourism promotion to promote consumption and the launch of the "Cultural Guangdong" platform Photo courtesy of the Guangdong Provincial Department of Culture and Tourism
Reporter Luo Qun
Since the beginning of this year, the development momentum of cultural and tourism consumption has been strong, and the in-depth integration and development of culture and tourism has increasingly become an important engine to drive overall consumption growth, boost market confidence, and an important support for realizing the people's yearning for a better life and building a socialist cultural power. This summer, the 2024 National Summer Cultural and Tourism Consumption Season will further ignite the enthusiasm of midsummer, boost cultural and tourism consumption, and let culture and tourism bring more beauty to people's lives.
In order to thoroughly implement the decision-making and deployment of the Party Central Committee and the State Council on actively cultivating new consumption growth points such as cultural and entertainment tourism, the Ministry of Culture and Tourism will hold the 2024 national cultural and tourism consumption promotion activities with the theme of "Cultural tourism benefits the people and shares a better life". We will further unleash the potential of cultural and tourism consumption, contribute to the overall consumption rise and promote economic development, and better serve the needs of the people for a better life.
For some time, the Ministry of Culture and Tourism has been promoting the continuous rise of cultural and tourism consumption through a series of measures. Since the beginning of this year, the cultural and tourism activities on New Year's Day and Spring Festival have been prosperous and splendid, creating a happy and peaceful festival atmosphere and social atmosphere; The "May Day" and Dragon Boat Festival cultural tourism activities are full of spring, and the holiday tourism is surging, adding a comfortable and warm atmosphere of life. With the arrival of the summer vacation, the people's demand for cultural and tourism consumption is strong. In order to seize the "golden period" of summer travel and vigorously develop the cultural and tourism economy, the Ministry of Culture and Tourism will launch the 2024 national summer cultural and tourism consumption season from July to August, hold the main event in Ordos, Inner Mongolia, and work with various supporting units to release high-quality products and gift packages of measures to benefit the people in combination with the characteristics of summer, stimulate the potential of summer cultural and tourism consumption, and enrich the people's summer cultural and tourism life.
At the main event, the relevant person in charge of the Industrial Development Department of the Ministry of Culture and Tourism said that the 2024 national summer cultural and tourism consumption season will focus on several key tasks. The first is to highlight the excellent supply and innovate the product format with industrial integration. We will continue to promote the in-depth integration of culture, tourism and sports, commerce, film and television, health care and other fields, enhance the cultural connotation of tourism, and enrich the content of tourism experience. The second is to highlight the expansion of demand and stimulate consumption vitality with characteristic scenes. Focusing on consumption hotspots such as night tours, summer vacations, parent-child tours, and research tours, various localities have launched a series of characteristic cultural and tourism activities with rich content and diverse forms, as well as new consumption scenarios, to stimulate new consumption momentum. The third is to highlight the people's livelihood and benefit the people with rich preferential measures. We will continue to integrate the resources of all parties to increase consumption to benefit the people, and implement measures to benefit the people, such as the issuance of consumption vouchers, ticket price discounts, full consumption reductions, and discount packages. Fourth, highlight strong services and enhance consumer experience with a good environment. Adhere to the standardized and orderly development of cultural and tourism consumption promotion activities, create a comfortable and reassuring consumption environment, and create a high-quality and warm cultural and tourism consumption destination.
In the 2024 National Summer Culture and Tourism Consumption Season, a number of summer tourism products will be released, and wonderful events will be superimposed with high-quality performances to make people's cultural and tourism life more flavorful. The Ministry of Culture and Tourism and the General Administration of Sports of the People's Republic of China jointly released the 2024 National Outdoor Sports Events Catalogue for the summer of 2024, including 21 events, continuing to promote the in-depth integration of cultural tourism and sports, so that the "traffic" brought by sports events can be transformed into the "retention" of cultural tourism consumption. According to the regional characteristics and climate characteristics, the China Meteorological Service Association released the "Good Places to Spend Summer Vacation" summer tourism project, which is divided into seven categories: mountains (caves), villages, lakes (wetlands), coasts, forests (grasslands, bamboo seas), stargazing, and humanistic summer tourism, and launched a number of high-quality summer tourism routes and linked to create summer trains, cultural tourism markets and other activities. The China Performance Industry Association and multiple online platforms jointly launched the "Travel with the Performance" summer opera travel activity, focusing on children's dramas, immersive performances, and tourism performing arts projects, focusing on tourism routes and tourism performing arts products.
In recent years, nighttime cultural tourism consumption has continued to release its potential, and fireworks and cultural flavors have brought a full sense of happiness to people's lives. According to the "Passenger Flow Analysis of National Night Culture and Tourism Consumption Clusters", the total passenger flow of the Chinese New Year's Eve in the monitoring areas included in the monitoring scope will be 2.41 billion, a year-on-year increase of 41.3%, of which more than 90% of the night passenger flow in the agglomeration areas will increase compared with the previous year; From July 1 to 15, 2024, the cumulative nighttime passenger flow of the agglomeration areas included in the monitoring scope was 145 million, a year-on-year increase of 6.1%. It is expected that from July to August this year, the passenger flow in the agglomeration area will grow steadily and rapidly compared with the same period last year. In order to provide residents and tourists with a comfortable choice of nighttime cultural and tourism consumption destinations, and unlock more new formats, new scenes, new ways to play, and new joys in the agglomeration area, the "Second and Third Batches of National Nighttime Culture and Tourism Consumption Cluster Consumption Guides" were released at the main event, highlighting the theme of "Bright Lights and Enjoy Life", focusing on the cultural charm, characteristic business formats, and public services of the agglomeration area.
According to preliminary statistics, driven by consumption promotion activities, more than 4,000 cultural and tourism activities of about 37,000 times will be held during the 2024 national summer cultural and tourism consumption season, and consumption promotion activities and measures to benefit the people will be launched in various forms and content. At the same time, a number of supporting organizations have launched "real money" measures to benefit the people to better meet the needs of the people for a better life in the summer.
In terms of financial empowerment of cultural tourism consumption, China UnionPay launched the special activity of "UnionPay Summer with You", investing no less than 30 million yuan to carry out consumption promotion activities, lighting up the whole scene of cultural and tourism consumption, focusing on theme parks, well-known tourist attractions, hotels, restaurants, shopping, etc., offline and online, focusing on covering many leading travel platform merchants and airline apps; With the empowerment of "payment +" products, we will increase the momentum of cultural and tourism consumption, work with banks, merchants and other partners to jointly help the preferential superposition of cultural and tourism consumption vouchers, and carry out activities such as "paying for gifts", "meeting standards for gifts" and "cashier gifts"; Strengthen industrial cooperation, form a joint force to promote consumption, take cultural film and television, sports events, etc. as the core, drive peripheral consumption, and cooperate with partner merchants to implement coupon packages, co-branded cards and other measures to benefit the people. China CITIC Bank has cooperated with a number of mainstream Internet platforms to launch a series of activities called "Summer Real Order Reduction", investing tens of millions of yuan to carry out various preferential activities such as full payment discounts, coupon issuance, and random reductions around travel and accommodation, catering and shopping.
In terms of travel security, Sinopec has allocated a subsidy of 900 million yuan to organize and carry out a variety of consumption promotion activities with the theme of "Sinopec Love Running Festival" and "Easy Jie Easy Enjoyment Festival". Focusing on the main business of oil products, we carried out preferential promotions, and launched activities such as "grabbing a whole ton of oil to win awards", "refueling and enjoying non-stop", "adding diesel and sending warm meals"; Launched various discounts and rights and interests around non-oil products, and carried out activities such as "Yiqi 98 Purchase"; Upgrade the rights package, and launch two versions of the "easyJet car maintenance card" with a refueling version and a charging version, with a subsidy of no less than 200 yuan per card.
At present, a total of 54 scenic spots from all over the country have been organized and coordinated to participate, and 70 cultural and tourism activities such as performing arts and events have been launched, and 103 preferential products have been launched, covering 57 free or discounted tickets for scenic spots, 14 discounted hotels and homestays, 18 preferential product packages for parent-child research, and 14 preferential products for amusement projects.
Since the beginning of this year, the development momentum of cultural and tourism consumption has been strong, and the in-depth integration and development of culture and tourism has increasingly become an important engine to drive overall consumption growth, boost market confidence, and an important support for realizing the people's yearning for a better life and building a socialist cultural power. This summer, the 2024 National Summer Cultural and Tourism Consumption Season will further ignite the enthusiasm of midsummer, boost cultural and tourism consumption, and let culture and tourism bring more beauty to people's lives.