"See Jiaxing, China's Ancient Towns" brand promotion and ancient town tourism product negotiation and docking activities were successfully held

On the morning of June 6, the "'China Ancient Towns See Jiaxing' Brand Promotion and Ancient Town Tourism Product Negotiation and Docking Event" was held in Jiaxing, Zhejiang, under the guidance of the China Tourism Research Institute and the Zhejiang Provincial Department of Culture, Radio, Film and Tourism, and co-organized by the Propaganda Department of the Jiaxing Municipal Committee of the Communist Party of China and the Jiaxing Municipal Bureau of Culture, Radio, Film and Tourism. The event was themed "New Life in Ancient Towns, New Vacation Space" and featured keynote speeches, in-depth dialogues, brand promotions and other links. This event was the first comprehensive event on the development of ancient town tourism in China. Around this event, a special study on the "China Ancient Town Tourism Development Report" was launched, and professional institutions set up an "Ancient Town Tourism Observation Station" for long-term tracking. For the first time, the event established the "Ancient Town Tourism Development Alliance (Preparatory)" at the national level, and built an interactive platform for the development of ancient town tourism from multiple levels of production, learning and research, which is of milestone significance for promoting the protection, inheritance and revitalization of ancient towns, and the high-quality development of culture and tourism.

The event was attended by guests including Dai Bin, President of China Tourism Academy, Lv Weigang, Party Leadership Group Member and Deputy Director of Zhejiang Provincial Department of Culture, Radio, Film and Television, Zhang Donghe, Standing Committee Member and Director of the Publicity Department of Jiaxing Municipal Party Committee, Lin Wanle, Deputy Mayor of Jiaxing Municipal Government, Wang Dengfeng, Vice Chairman of Jiaxing CPPCC, Chen Xianghong, Vice Chairman of China Tourism Association, Chairman of Dingdu Group Co., Ltd. and Founder of Wuzhen Tourism, Zhang Xu, Vice President of Ctrip Group, Wu Yunda, Deputy Secretary of the Party Committee of Jiaxing University, Jin Zhanlin, Deputy Secretary-General of China Travel Service Association, and Zhou Liyuan, Deputy Secretary-General of China Tourism Scenic Spots Association. Representatives of ancient towns across the country, relevant persons in charge of cultural and tourism departments of cities in Zhejiang Province and member units of Hangzhou Metropolitan Area, representatives of relevant industry associations in Zhejiang Province, tourism operators, investors, travel agents, and media representatives attended the event.

Zhang Donghe said that Jiaxing has a unique style of "the canal embraces the city, and eight rivers converge", which has created a number of distinctive Jiangnan ancient towns such as Wuzhen, Xitang, Puyuan, and Yanguan. In recent years, Jiaxing has systematically summarized the historical functions, cultural contexts, and regional characteristics of different ancient towns, innovated the business model, product supply, and project experience of ancient towns, and explored unique cultural and tourism revitalization paths such as "ancient town + leisure", "ancient town + culture", and "ancient town + fashion", and continuously strengthened the historical connection, cultural connection, economic connection, and human connection of the ancient towns, so that the 18 ancient towns along the canal can be beautiful in their own way and share the beauty. "See Chinese ancient towns in Jiaxing" has gradually become Jiaxing's most unique cultural symbol and the most shining city name card.

Lu Weigang said in his speech that the historical and cultural towns in Zhejiang are not only vivid witnesses of the local rich historical and cultural relics, but also express the long-cherished wish of the people of Zhejiang to "see the mountains, see the water, and remember the homesickness", and are the best protection for everyone. and inherited precious wealth. In recent years, Jiaxing has taken multiple measures to propose and build the cultural tourism brand of "Jiaxing in China's Ancient Towns", which has been at the forefront of the province. To write a thorough article on ancient towns in the new era, we should adhere to the principle of "protection first", the concept of "inheritance first", and the path of "activation and utilization". This event takes brand promotion as an opportunity to build an ancient town tourism exchange platform, and provides suggestions for creating a new vacation space for hosts and guests across the country. It also provides suggestions for the creative use of ancient town tourism in Zhejiang, which will help create more unique images of ancient towns and more unique ones. The charming urban IP will build the "Chinese Ancient Town" brand on a larger scale.

Dai Bin proposed in his keynote speech entitled "Seeing the Cultural Heritage of Ancient Towns, Seeing the Endless Vitality of Tourism" that ancient towns are nostalgic memories in the process of modernization, and are also cultural landmarks in the international vision. They play a role in supporting multiple business formats from urban leisure to rural vacations in the modern tourism system. It is emphasized that life is above the landscape. Only by retaining the aborigines can the cultural background of the ancient town be displayed and tourists can feel the unique charm of the ancient town. Ancient towns with a lifestyle shared by hosts and guests and an embedded development model are more popular with tourists. The interests of ancient town residents should be protected so that they are willing and able to participate in the tourism development of the ancient town. Ancient town tourism in the new era should let tourists see cultural heritage and residents see the future of creation. Local governments and ancient town tourism development agencies should adhere to the people-centered tourism development concept, steadily promote the creative inheritance and development of excellent cultures such as ancient town history and culture and intangible cultural heritage, and also promote revolutionary culture and advanced socialist culture, cultivate new kinetic energy such as science and technology, culture, art, and fashion, accelerate the construction of a modern tourism system, cultivate strong tourism towns, and promote the steady and long-term development of ancient town tourism in the new era.

In his keynote speech entitled "The Road of Iterative Innovation in Ancient Town Tourism - Jiaxing Jiangnan Ancient Town Tourism Development Practice", Chen Xianghong pointed out that China's ancient town tourism is currently facing development difficulties such as homogeneity of style and appearance, single income, extensive management, superficial protection, low-end tourism products, weak visibility of core attractions, and conceptualization of cultural and tourism integration. The essence and underlying logic of ancient town tourism is to make it clear that ancient town tourism is a beautiful life in different places and different natures, and content, style and scene are the most important elements of ancient town tourism. The high-quality development of ancient town tourism can be promoted from unique characteristics, cultural revitalization, commercial formats, combined marketing, quality management, platform effects and other aspects.

In his keynote speech titled "High Quality, Globalization, Development of "Look at Jiaxing for Chinese Ancient Towns" - Exploration and Reflection on the New Quality Productivity of the Urban Cultural Tourism Brand", Zhang Xu shared the market data of inbound tourism, Zhejiang tourism and Jiaxing tourism, and proposed that Jiaxing can target young people, retirees and inbound people, and enhance the global influence of Jiaxing Ancient Town around new business formats, new products, new technologies and new paths.

Feng Xiang, researcher at the Shanghai Institute of Global Cities and director of the Shanghai Branch of the European Institute for Comparative Urban Studies, promoted the brand of "See China's Ancient Towns in Jiaxing".

The China Tourism Academy established the China Tourism Academy Ancient Town Tourism Observation Station (Jiaxing) in Jiaxing, and held a plaque awarding ceremony on site.

Wu Fenglin, director of the Planning and Leisure Research Institute of the China Tourism Research Institute, presided over the ancient town tourism exchange session, and had exchanges and dialogues with Zhang Weiqing, chairman of Jiangsu Water Town Zhouzhuang Tourism Co., Ltd., Sun Bin, general manager of Anhui Hefei Sanhe Ancient Town Tourism Development Co., Ltd., Lin Xiulian, director of the Tourism Development Center of Hui'an County, Quanzhou, Fujian, Wei Li, chairman of Zhejiang Shaoxing Keqiao District Ancient Town Anchang Protection, Development and Construction Co., Ltd., and Gao Yucheng, deputy general manager of Zhejiang Xitang Tourism Culture Development Co., Ltd., on topics such as the renewal of ancient town business formats, revitalization and utilization, and innovative measures.

Mr. Cao, a traveler contracted with Qunar, a traveler contracted with Ctrip, and TOP travel expert, introduced Jiaxing Ancient Town. The six Jiaxing Ancient Town tours include one-day tour, two-day tour, and three-day tour, covering historical reading, food exploration, and folk custom experience. , leisure vacation and other theme scenes.

Qian Xinyan, the recommendation officer of Puyuan Fashion Ancient Town, Xu Kejia, the marketing manager of Xinshi Ancient Town Tourism Development Co., Ltd. of Deqing County, Sun Youding, the deputy mayor of Shaobo Town People's Government of Jiangdu District, Yangzhou City, Jiangsu Province, Ou Sipei, the marketing director of Wuhu Jiuzi Tourism Resort, and Qu Dongxu, the deputy manager of the marketing and promotion department of Jining Confucius Cultural Tourism Group, shared their views on the ancient town product development, content design, scenic area management, marketing innovation and other aspects.

Contributor | Planning and Leisure Research Institute Editor | Liu Xin Source | China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the author and source for reprinting