The "China Ancient Town View Jiaxing" brand promotion and ancient town tourism product negotiation and docking event was successfully held

On the morning of June 6th, guided by the China Tourism Research Institute and the Zhejiang Provincial Department of Culture, Radio, Television and Tourism, the "China Ancient Town View Jiaxing" brand promotion and ancient town tourism product negotiation and docking activity, jointly organized by the Propaganda Department of the Jiaxing Municipal Committee of the Communist Party of China and the Jiaxing Municipal Bureau of Culture, Radio, Television and Tourism, was held in Jiaxing, Zhejiang. The event is themed "New Life in Ancient Town, New Space for Vacation" and features keynote speeches, in-depth dialogues, brand promotion, and other activities. This event is the first comprehensive activity about the development of ancient town tourism in China. Around this event, a special research project titled "Report on the Development of Ancient Town Tourism in China" was launched, and a professional organization established a "Ancient Town Tourism Observation Station" for long-term tracking. The event established the "Ancient Town Tourism Development Alliance (preparatory)" for the first time at the national level, and built an interactive platform for the development of ancient town tourism from multiple levels of production, education, and research. It is of milestone significance for promoting the protection, inheritance, revitalization, and utilization of ancient towns, as well as the high-quality development of culture and tourism.

Dai Bin, President of China Tourism Research Institute, Lv Weigang, member of the Party Group and Deputy Director of Zhejiang Provincial Department of Culture, Radio, Television and Tourism, Zhang Donghe, member of the Standing Committee of Jiaxing Municipal Party Committee and Minister of Propaganda, Lin Wanle, Deputy Mayor of Jiaxing Municipal Government, Wang Dengfeng, Vice Chairman of Jiaxing Municipal Political Consultative Conference, Chen Xianghong, Vice President 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 Jiaxing University Party Committee, Jin Zhanlin, Deputy Secretary General of China Travel Service Association, Zhou Liyuan, Deputy Secretary General of China Tourism Scenic Area Association and other guests attended the event. Representatives from ancient towns across the country, cultural and tourism departments of various districts and cities in Zhejiang Province, cultural and tourism departments of member units of the Hangzhou metropolitan area, representatives of relevant industry associations in Zhejiang Province, and representatives of tourism operators, investors, travelers, and media participated in the event.

Zhang Donghe said that Jiaxing has a unique style of "the canal embraces the city, and the eight rivers converge", which has created a group of distinctive Jiangnan ancient towns such as Wuzhen, Xitang, Puyuan, and Yanguan. In recent years, Jiaxing has systematically summarized the historical functions, cultural context, 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". It continuously strengthens the historical, cultural, economic, and humanistic connections of ancient towns, making each of the 18 ancient towns along the canal beautiful and harmonious. 'Looking at Jiaxing from a Chinese ancient town' has gradually become the most unique cultural symbol and shining city card of Jiaxing.

In his speech, Lv Weigang stated that the historical and cultural ancient towns in Zhejiang are not only vivid witnesses of the rich historical and cultural relics in the local area, but also embody the beautiful long cherished wish of the Zhejiang people to "see the mountains, see the water, and remember their hometown". They are precious assets that everyone jointly protects and inherits. In recent years, Jiaxing has taken multiple measures to propose and create the cultural and tourism brand of "China Ancient Town View Jiaxing", which has been at the forefront of the province. To delve into the new era of ancient towns, we should adhere to the principle of "protection first", the concept of "priority of inheritance", and the path of "revitalization and utilization". This event takes brand promotion as an opportunity to build a platform for ancient town tourism exchange, providing suggestions and ideas for creating a new vacation space shared by hosts and guests nationwide, as well as for the creative utilization of ancient town tourism in Zhejiang. It will help create more unique ancient town images and more charming urban IP, and promote the "China Ancient Town" brand on a larger scale.

In his keynote speech titled "Seeing the Cultural Heritage of Ancient Towns and the Endless Vitality of Tourism", Dai Bin proposed that ancient towns are nostalgic memories in the process of modernization and cultural landmarks in the international perspective. They play a role in supporting the multi format space from urban leisure to rural vacation in the modern tourism industry system. Emphasizing that above the landscape lies life, only by retaining the indigenous people can the cultural background of the ancient town be showcased, allowing tourists to experience its unique charm. Ancient towns with a shared lifestyle and embedded development model are more popular among tourists. It is necessary to protect the interests of the residents of the ancient towns and encourage them to have the willingness and ability to participate in the tourism development of the ancient towns. In the new era of ancient town tourism, tourists should see cultural heritage and residents should also see the future of creation. Local governments and ancient town tourism development institutions 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 intangible cultural heritage, and also promote revolutionary culture and advanced socialist culture. They should cultivate new driving forces such as technology, culture, art, and fashion, accelerate the construction of a modern tourism industry system, cultivate strong tourism towns, and promote the stable and far-reaching development of ancient town tourism in the new era.

In his keynote speech titled "The Path of Iterative Innovation in Ancient Town Tourism - Development Practice of Jiaxing Jiangnan Ancient Town Tourism", Chen Xianghong pointed out that Chinese ancient town tourism is currently facing development challenges such as homogenization of appearance, single income, extensive management, superficial protection, low-end tourism products, weak manifestation of core attractions, and conceptualization of cultural tourism integration. The essence and underlying logic of innovation in ancient town tourism is to clarify that ancient town tourism is a beautiful and heterogeneous life in different places, and the content, style, and scenery are the most important attractive elements of ancient town tourism. High quality development of ancient town tourism can be promoted through unique features, cultural revitalization, commercial formats, combined marketing, quality management, platform effects, and other aspects.

Zhang Xu shared market data on inbound tourism, Zhejiang tourism, and Jiaxing tourism in his keynote speech titled "Exploration and Reflection on the New Quality Productivity of Urban Cultural and Tourism Brands in China's Ancient Town". He proposed that Jiaxing can target young, retired, and inbound populations, and enhance the global influence of Jiaxing Ancient Town around new formats, products, technologies, and paths.

Feng Xiang, a researcher at the Shanghai Global Urban Research Institute and the director of the Shanghai branch of the European Urban Comparative Research Institute, promoted the brand of "China Ancient Town View Jiaxing".

The China Tourism Research Institute has established the China Tourism Research Institute Ancient Town Tourism Observation Station (Jiaxing) in Jiaxing, and a plaque awarding ceremony was held 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 held a dialogue with Zhang Weiqing, Chairman of Jiangsu Shuixiang Zhouzhuang Tourism Co., Ltd., Sun Bin, General Manager of Anhui Hefei Sanhe Ancient Town Tourism Development Co., Ltd., Lin Xiulian, Director of Huian County Tourism Development Center in Quanzhou, Fujian, Wei Li, Chairman of Keqiao District Ancient Town Anchang Protection and Development Construction Co., Ltd. in Shaoxing, Zhejiang, and Gao Yucheng, Deputy General Manager of Zhejiang Xitang Tourism Culture Development Co., Ltd., on the topics of updating, revitalizing and utilizing ancient town formats, and innovative measures.

Where to sign up as a traveler, Ctrip signed up as a traveler, and top travel expert Mr. Cao conducted a promotion of Jiaxing ancient town. There are six Jiaxing ancient town tour routes, including one-day, two-day, and three-day tours, covering various themed scenes such as historical reading, food tasting, folk experience, and leisure vacation.

Qian Xinyan, the recommendation officer of Puyuan Fashion Ancient Town, Xu Kejia, the marketing manager of Deqing County Xinshi Ancient Town Tourism Development Co., Ltd., Sun Youding, the deputy mayor of Shaobo Town People's Government in 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 Culture and Tourism Group, shared about the research and development, content design, scenic area management, and marketing innovation of ancient town products.

Contribution | Edited by Planning and Leisure Institute | Source by Liu Xin | Reproduction by China Tourism Research Institute (Data Center of the Ministry of Culture and Tourism) Please indicate the author and source