Since the beginning of this year, relying on the advantages of natural ecological resources and human resources, Ejina Banner has fully grasped the strategic opportunity of the country's construction of an important bridgehead to open up to the north, focusing on the full elements of "food, housing, transportation, travel, shopping and entertainment", promoting the integrated development of "tourism + ecology", "tourism + events" and "tourism + performing arts", and accelerating the high-quality development of Ejina's all-for-one tourism.
1. Industrial upgrading and promoting a new leap forward in the development of cultural tourism
Based on and highlighting the characteristics of existing cultural tourism resources, we will continue to transform resource advantages into industrial advantages and tap the development potential of the cultural tourism industry.
Promote key cultural and tourism projects. Carry out the "Ejinaqi cultural tourism high-quality development and night economy building planning and design consulting services project", accelerate the construction of the league-level key project "Ejinaqi tourism new business quality improvement project", Juyan Mingyue Night Cultural Block, Desert Populus euphratica Scenic Area Viewing Hotel Renovation Project, Juyanhai Breakfast Market, and Old Man Lake Scenic Area Quality Upgrading Project completed an investment of 41.55 million yuan, and strive to promote the quality and efficiency of the cultural tourism industry.
Extend the cultural tourism industry chain. With the goal of creating a national-level and autonomous region-level tourism and leisure block and a nighttime cultural tourism consumption cluster, we will create a cultural block of Juyan Mingyue Night with the integration of culture and tourism, set up areas such as Camel Street, Desert Food Street, Aerospace Development Base, and Electronic Music Plaza, introduce immersive performances, carnival electronic music festivals, beer festivals, Ejina theaters and other cultural and entertainment formats, and actively explore the new economic model of "Night Market +", which will continue to open and operate from September 12 to October 20 to achieve high-quality industrial development.
Create characteristic cultural tourism products. 16 special tourist trains were opened, reaching 12,800 tourists, further meeting the needs of tourists for travel and tourism consumption. Released the local original dance "Ejina Shake", launched the "Ejina Shake Challenge", set up a bonus of 10,000 yuan incentive, and formed a national participation boom, and the total number of broadcasts and news reports of "Ejina Shake" on various platforms on the whole network has exceeded 180 million times, effectively enhancing Ejina's urban influence, and providing new ideas and directions for Ejina to build urban cultural IP and promote the development of the night economy.
The large-scale experiential folk song and dance show "Ejina" jointly created with the Inner Mongolia Art Theater increases tourists' experience of folk customs and traditional intangible cultural heritage, attracts tourists to poetry and distant places, and enjoys the unique charm of "singing in Inner Mongolia".
2. Brand leadership to enhance the new momentum of cultural tourism development
It is committed to creating a good place for "locals to come repeatedly and outsiders to come here", to make the cultural and tourism market hot, and to fully display the image and friendliness of Ejina City.
Optimize public cultural services. Focusing on the year-round festival activities, we will focus on planning and carrying out the launching ceremony of the 25th Ejina Golden Autumn Populus euphratica Ecological and Cultural Tourism Festival in 2024 and the 2nd "Millennium Populus euphratica · Centennial Marriage" theme creative activities and other (8+N) series of activities. It planned and organized 78 mass cultural activities, such as the "Cangtian Thousand Peaks Camel Lamb" cultural tourism series activities, the "Celebrating the 75th Anniversary of the Founding of the People's Republic of China" Farmers and Herdsmen Song Contest, the "Colorful Red Willow" cultural tourism series activities, the opening ceremony of the Ejina electronic music carnival season and the opening ceremony of Juyan Ming Moon Night, benefiting 95,000 people.
Expand the brand influence. It took the initiative to strengthen the connection with the mainstream media at the central, autonomous region and league levels, and joined hands with CCTV News to record the program "Beauty in China|The Sunset on the Long River to See the Autumn Colors in Tang Poems", with a total of 28 million views on various platforms and 430 million people on the whole network. Since the National Day, CCTV News, People's Daily, Xinhua News Agency, CCTV.com, Learning Power, China.com, Phoenix.com and other central media, mainstream media, local media and media information APPs have published more than 400 press releases and related reports on Ejina's city publicity, with a cumulative number of views exceeding 20 million, and Ejina's "circle of friends" and "fan group" have been expanding.
Innovate to build a food brand. Promote the integrated development of "cultural tourism + food", and organize and carry out the selection of popular restaurants and popular delicacies in Ejina under the theme of "Going to a delicious journey with the millennium poplar". The event attracted 1,046 merchants to participate, with a total of 220,000 votes and 958,000 visits, and a total of 26 popular restaurants and 50 popular delicacies were selected, further promoting and inheriting Ejina's food culture, and continuously improving market activity and cultural tourism attraction and influence.
Improve the level of publicity and promotion. Deepen cooperation with new media platforms such as Douyin, Kuaishou, Weibo, etc., and invite Internet celebrities and traffic bloggers such as "Lao Wang in China" and "Xiaohei Zhuming" to taste the beauty of Ejina's food. Compile urban topics such as "Three Thousand Years of Watching Only for Your Arrival" and "Ejina Poplar Forest", polish the golden signboard of Ejina tourism, and start the Ejina cultural tourism brand.
3. Service upgrades and new vitality of the cultural tourism market
With the goal of improving tourists' experience and satisfaction, we will coordinate all kinds of cultural and tourism resources and continuously improve the quality of tourism services.
Implement the quality improvement project of the scenic spot. Entrust a third-party organization to carry out all-round quality improvement work such as operation management, infrastructure, and staff training for Ejina boutique scenic spots; Carry out the evaluation of A-level tourist attractions in the whole flag on a regular basis, and promote the existing scenic spots to improve quality, live operation, gather business morale and promote popularity in multiple dimensions.
Strengthen the management of the cultural tourism industry. Carry out in-depth service management and consumer market order rectification actions in the whole flag scenic spot, print and distribute the "List of Key Work Tasks of the Populus euphratica Festival", "Ejina Banner 2024 Golden Autumn Populus euphratica Ecological and Cultural Tourism Festival Service Guarantee Work Plan" and "Ejina Banner Notice on Further Regulating and Rectifying the Order of the Tourism Market", focusing on safety production, environmental protection, food and drug safety, order maintenance, personnel diversion, public opinion control and other aspects of each person and item by item responsibility, strengthen the safety supervision of key areas, key parts and major hazards.
Enhance the guarantee of tourism services. Comprehensively sort out the hotel resources in the banner, further strengthen the docking with various hotels and B&Bs, find out the number of beds and quotations, understand the use of beds in real time, and adjust and optimize resource allocation in a timely manner. Issued a letter to the owners of hotels and homestays in the whole banner, calling on hotel and homestay owners to expand their operation channels, actively provide housing, and ensure that the room prices are within a reasonable range. Mobilize all Sumu towns and units in the whole banner to find reserve accommodation and housing, advocate public officials to use personal idle houses as emergency housing, further expand the supply of accommodation, solve the accommodation difficulties of tourists, and ensure that the accommodation is sufficient and stable.
Technology empowers smart cultural tourism. We will continue to improve the efficiency of the smart tourism service platform, and provide a "one-stop" service for "tourist quotas", so as to realize the digital integration of resources such as A-level scenic spots, star-rated hotels, and cultural tourism activities in the whole flag, and facilitate the consumption of products.
Preferential policies for cultural tourism have been introduced. The first travel dealer promotion conference was innovatively held, inviting more than 300 travel agents and more than 500 travel agents from all over the country to seek tourism development. Introduce a preferential policy for unlimited use within 30 days for the purchase of scenic spot tickets and ferry tickets to extend the stay time of tourists. We will continue to improve the "one-stop" service of the "One Machine Tour Ejina" platform, put on the shelves a combination of tickets that meet the needs of different groups of tourists, realize the convenient consumption of A-level scenic spot products in the whole flag, enjoy multiple discounts, and stimulate market vitality.
Now, although the National Day holiday has ended, the tourism boom in Ejina has not subsided, but ushered in the golden period of off-peak travel. After the National Day, the scenic spots in Ejina ushered in the peak of passenger flow, according to statistics, only on October 11, the whole flag received 47,334 tourists.
Literature and travel go hand in hand, and travel prospers because of culture. Taking advantage of the integrated development of culture and tourism, Ejina's culture is now more dynamic and tourism is more attractive, and the integration of culture and tourism is injecting inexhaustible impetus into the high-quality development of Ejina.