Dai Bin | My dream of a well-off tourist city

Recently, President Dai Bin led a team to investigate and survey night tourism, smart tourism, theme parks, theme towns, and data centers in cities such as Hangzhou, Wenzhou, Taizhou, Yangzhou, Fuyang, Bozhou, and Zhengzhou, and held special seminars with local leaders and entrepreneurs on many occasions. The research results, "My Dream of a Well-off Tourism City," are shared below.

My dream of a moderately prosperous tourist city (September 17-October 12, 2020, Hangzhou, Fuyang, Zhengzhou) Dai Bin, President of China Tourism Academy

Dear leaders and comrades, Cities are important tourist sources, transit and distribution centers, as well as independent tourist destinations. They play an irreplaceable and key role in promoting the integrated development of culture and tourism, promoting the high-quality development of the tourism industry and the strategy of building a strong tourism country, and are playing an increasingly important and positive role. According to the China Tourism Research and Statistics Survey, in 2019, the number of urban residents traveling was 4.47 billion, and the travel expenses were 4.75 trillion yuan, accounting for 74.4% of the total domestic travel and 83.6% of the total tourism revenue, and the growth rate was 0.4 and 1.5 percentage points higher than that of rural residents, respectively. In 2019, the number of urban tourists (excluding urban leisure within 10 kilometers) was 3.65 billion, equivalent to 60.7% of the number of domestic tourists in the same period. Even for rural tourism, its recreational space is mostly attached to the city. From January to August 2020, the number of rural tourists with a travel distance of 10-50 kilometers accounted for 61.2% of the total. With the decisive battle to win the battle against poverty and the realization of the strategic goal of building a moderately prosperous society in all respects, it is undoubtedly of great theoretical significance and practical value to think about the development concept of urban tourism in the new era and plan the urban tourism development strategy during the "14th Five-Year Plan" and longer periods. I hope that the pace of urban tourism in a moderately prosperous society can be calmer, and only by going steadily can we go far. Listen more to the voices of the people who were born, raised, and lived here for generations. After all, they are the masters of this human space. Whether it is for work travel or vacation and leisure, I like to go to Jiangnan, especially the Yangtze River Delta. There are many famous towns and villages that still maintain their traditional charm in the process of modernization, such as Xitang, Qingpu, Luzhi, Zhouzhuang, Wuzhen, etc. I like them very much. Where there are beautiful mountains and clear waters, where there are cultural gatherings, there are prosperous memories, and there is also a happy today. For hundreds of thousands of years, there has been a history of growth and progress that has never been interrupted. The government will not change its existing development model because of the tourism industry, nor will it force residents to relocate. Residents will not change their established lifestyles in order to attract tourists. Whether tourists come or not, the town is there, which is what I often say, "Human connection is the best travel" and "The world is the warmest, and ordinary life is for visitors". From a global perspective, there are many such towns, such as Giethoorn in the Netherlands, Provence in France, Cinque Terre in Italy, Kinu River in Japan, and Tiger Beach in Argentina. It is precisely because of this calm and steady persistence that the residents do not leave and tourists often visit. They know deeply that it may be the natural scenery and historical culture that attract tourists, but it is the lifestyle of local residents that determines the tourists' experience and satisfaction. If the human atmosphere here fades because of tourism, and even the indigenous people move out to new homes, and the foreign merchants turn the original houses into shops, just like Lijiang, where "one meter of sunshine" is everywhere and the emerald phoenix can be seen everywhere, it will eventually be abandoned by tourists in the new era. There are many famous historical and cultural cities there, such as Wenzhou, Taizhou, Shaoxing, Jiaxing, Yangzhou, Suzhou, Wuxi, Huai'an, Zhenjiang, etc. They are scattered all over the country, helping each other and sharing prosperity. I like them very much. These medium-sized cities with cultural heritage, economic vitality and convenient transportation are beautiful living spaces suitable for living, business and culture, regardless of geographical scale or population density. From the development plans and social consensus of local party committees and governments in recent years, a prominent feeling is that on the basis of paying attention to the sustainable development of the economy and society, they attach importance to cultural construction and tourism development. Unlike the central and western regions, the driving force of cultural construction and tourism development in these cities is endogenous, embedded in the economic and social development system, and guided by the cultural rights and interests of citizens and the tourism rights of the people. They attach importance to the construction of high-level natural and cultural scenic spots, high-star hotels and resorts, tourism festivals and cultural projects, and also attach importance to the improvement of tourism infrastructure and the convenience of public services. They attach importance to the positive role of the government in tourism development planning, top-level design and guiding investment, and also attach importance to the decisive role of the market mechanism in resource allocation, emphasizing the joint consultation, construction and sharing of various market entities, social institutions and community residents. They value tourists' consumption needs and the basic laws of the tourism market, but they will not simply cater to the market and attract attention with a humble and pleasing attitude and sensational innovation. The development experience of inbound tourism in the last 20 years of the last century and mass tourism in the first 20 years of the new century shows that urban tourism can only take a path of connotative sustainable development when and only when the pace of tourism development is coordinated with the process of urban economic and social development. On the contrary, those who, in the name of tourist cities, put tourism in a position of being everywhere, all the time and omnipotent, rely on the strong promotion of the government to work hard and fast, and think that they can attract tourists and investment with a few shocking plans, will only end up with a mess. There are first-tier and quasi-first-tier cities such as Shanghai, Hangzhou, Suzhou, and Ningbo. Together with metropolises such as Beijing, Guangzhou, Shenzhen, Chengdu, Chongqing, Wuhan, and Hong Kong, they constitute a beautiful landscape in the process of urbanization development in my country, and I like them very much. International metropolises and the achievements of socialist modernization construction they represent carry the Chinese dream of the great rejuvenation of the Chinese nation and the happiness of the people. Shanghai has just selected six major cultural and tourism landmarks, including the warmest life show belt - Yangpu Riverside, the most fashionable tourist route - China International Import Expo venue, the coolest sky bookstore - Duoyun Academy, etc., all pointing to the tangible and perceptible contemporary life scenes. Hangzhou, on the basis of the ten scenes of West Lake, also released the "Ten Scenes of Digital Economy Tourism" last month, including Robot Town, Yunqi Town, Turing Town, etc. I heard that they are still looking for the new ten scenes of "Hangzhou Life". I wonder if there are Alibaba's Dharma Hall, Zhijiang State Key Laboratory and World Tourism Museum, Liangzhu Ruins, Xixi Wetland, Tangqi Ancient Town and Grandma's Home. Putting aside these concrete "planting grass" and "punching" places, international metropolises attract business people from all over the world with globalized financial, trade, logistics centers, digitalization and advanced manufacturing. Business travelers are not just three-point lines from the airport to the hotel to the conference room as we imagine, nor are they just negotiations and banquets. They will also take care of their lives carefully and experience the texture and tonality of foreign countries. From theaters to vegetable markets, they may be places where they linger. An international metropolis with diverse cultures and heterogeneity is more likely to nourish and accommodate cultural and artistic innovation. We can see equestrian performances in costumes by the Huangpu River, go to the contemporary art exhibition in Zhuantang, Hangzhou, to see what is in "a villa and a temple", listen to the classic "Butterfly Lovers" and "Dream of Red Mansions" by the Xiaobaihua Yue Opera Troupe, and listen to the original "Amei" by the Rainbow Chamber Choir. The image of urban tourism in the future may no longer be a rustic label such as "Best Tourist City" or "Leisure Capital" given to you by an authoritative organization, nor a landmark or a route to plant grass, but a texture that connects history and the future, and is also the sexiness of living in the present. Dear leaders and comrades, I hope that the urban tourism planning of a well-off society can be more humble, with less rationality and knowledge in practice, and more sensibility and common sense. The history of urban evolution tells us that humans first built cities for military defense, economic development and consolidation of ruling centers. In August 1933, the fourth meeting of the International Council of Modern Architecture (CIAM) adopted the "Outline of Urban Planning". Ten years later, French architect Le Corbusier perfected it into the "Athens Charter", which listed recreation as one of the four major goals of urban planning, along with residence, work and transportation. The recreation mentioned here is more about the perspective of citizens' leisure. From public green spaces, community parks, cultural centers, to urban parks, suburban parks, theme parks, national parks, national cultural parks, and even world natural and cultural heritage sites, this is a process of continuous expansion of citizens' recreational life in space, and also a process of mutual promotion and natural evolution of leisure in the sense of space and tourism in the sense of time. This reminds me of the "differential pattern" of traditional Chinese culture and Hayek's "The Extended Order", both of which emphasize the complex structure of human social growth, which is always between instinct and rationality, making the evolution of civilization, including cities, possible. However, the numerous urban tourism research results, development plans and project planning today seem to have theories and technologies, but they are intentionally or unintentionally alienated from common sense and even from the life scenes of fireworks. If the theory is only praised by a small circle, and if the plan cannot be understood, felt and recognized by the public, how can it be implemented and continue to develop? On the contrary, as long as the theory comes from practice, as long as development is for the people's cultural rights and tourism rights, and as long as development relies closely on the people, urban tourism can answer the question of the times of building a well-off society in an all-round way. Cities in economically underdeveloped and underdeveloped tourism areas cannot make industrial leaps forward right away due to the weak consumption base and the lack of creative, investment and operation talents, especially those plans that look beautiful but cannot be implemented. Perhaps influenced by film and television dramas and media propaganda, many places like to build landmark buildings such as the Golden Gate Bridge, the London Eye, the Eiffel Tower, the Dubai Tower, or cultural projects such as the National Grand Theater, and like to introduce large projects such as Disney and Universal Studios. It is not that it cannot be built, but it must be adapted to the city's economic strength and social development stage, such as Shanghai Pudong, Chongqing Liangjiang, Guangzhou "Slim Waist", Beijing "China Bottle", etc. For most cities, the focus at this stage should be on the growing and changing public cultural needs of the general public. The locations of cultural centers, libraries, museums, and science and technology museums should be convenient, the projects should be down-to-earth, and the content should make community residents feel a sense of gain. "People-centered", "people's standpoint", and "people's sense of gain" are words and topics that General Secretary Xi Jinping often mentions. We carry out basic construction and social construction, develop cultural undertakings, cultural industries, and tourism, not only to develop productivity, but also for the all-round development of people. The all-round development of people is the highest value pursuit and lofty ideal of Marxism. The pursuit of the all-round development of people is the highest ideal goal that we Communists have always pursued. On November 15, 2012, General Secretary Xi Jinping said in response to reporters' questions, "Our people love life and look forward to better education, more stable jobs, more satisfactory income, more reliable social security, higher-level medical and health services, more comfortable living conditions, and a more beautiful environment. They hope that their children can grow up better, work better, and live better. The people's yearning for a better life is our goal." The China Tourism Academy is working with the Anhui Provincial Department of Culture and Tourism to study the province's "14th Five-Year Plan" tourism development plan. One of the key contents is how to promote the construction of tourist destinations in northern Anhui cities such as Fuyang, Bozhou, Suzhou, and Bengbu, so as to promote the balanced development of the province's tourism industry. I told my comrades in the research team that we cannot talk about tourism, but we must adhere to the people-centered development concept and do a good job in this big article shared by hosts and guests. Focusing on the leisure and entertainment needs of urban and rural residents, we should plan and build local leisure spaces, improve public culture, and let urban and rural residents have fun and afford it, and the market foundation of urban tourism will gradually mature. With leisure space and cultural consumption content, the sense of happiness of life and urban and rural residents can be effectively improved. Even if a city has more so-called tourism resources and historical traditions, if local citizens do not have a sense of gain and identity, it is impossible to become a first-class tourist destination. When conducting research, discussions and lectures in various places, I often told local leaders that above the landscape is life, and after leisure is tourism. The purpose and means are not confused, and the goal and process cannot be reversed. With the increase of leisure consumption of local residents, tourism investment and project construction will have a high-frequency consumption basis. When the construction of tourist destinations reaches a certain level, it will feed back to the leisure life of citizens, and a new space for a better life shared by hosts and guests will slowly unfold before us. At present, in some cities and towns, the cultural rights and leisure needs of local residents have not been fully guaranteed. They want to exchange resources for the market and carry out large tourism projects worth tens of billions or tens of billions at every turn. This is contrary to objective laws and will suffer losses. Comrades and friends, I hope that urban tourism in a well-off society will actively connect with the construction of national central cities and regional hub cities, lead the integrated development of culture and tourism, promote the high-quality development of the tourism industry, and support the strategy of building a strong tourism country. National central cities are cities with strategic leadership and large regional radiation functions in the national urban system in terms of politics, economy, society, culture and international exchanges. At present, nine cities, including Beijing, Tianjin, Shanghai, Guangzhou, Chongqing, Chengdu, Wuhan, Zhengzhou and Xi'an, have been approved to build national central cities through the State Council documents such as the National Urban System Plan (2006-2020), the Guanzhong Plain Urban Agglomeration Development Plan, the Chengdu-Chongqing Urban Agglomeration Development Plan and the 13th Five-Year Plan for Promoting the Rise of the Central Region. With the victory of building a moderately prosperous society in all respects and the decisive battle to overcome poverty, national central cities, metropolitan areas and urban agglomerations will play a more important role and exert a more important force in improving the quality of people's lives, promoting public cultural equality and promoting high-quality development of the tourism industry. During the National Day and Mid-Autumn Festival holidays that just passed, the average travel distance of tourists in the first four days was 222 kilometers, and the average recreational radius at the destination was 14.6 kilometers. Without the support of the aviation port, high-speed railway and highway network, such a long-distance trip would be impossible. The preliminary research conclusions show that the leisure and vacation attributes of national travel are further enhanced, and the cultural and leisure supply strength of central cities is further polarized. With the establishment of a well-off society and the development of new urbanization, the role of cities as tourist source, destination, transit and distribution centers will be further highlighted as infrastructure, public services and business environment are improved, and tourism elements will be further accumulated. In this sense, if urban tourism is well developed, the key to regional tourism development and industrial competitiveness will be grasped. On the basis of spatial planning, productivity layout and project construction, the construction of tourist destinations and the improvement of tourism economic systems in central cities should be guided by art and supported by science and technology to cultivate a new space for a better life shared by hosts and guests. From a global perspective, metropolises such as London, Paris, Rome, Berlin, Amsterdam, New York, Tokyo, Singapore and Hong Kong have become world-class urban tourist destinations and consumption centers largely because they have first-class cultural institutions and art performance groups. Whether it is the British Museum, the Louvre, the Guggenheim Museum, the Philharmonic Orchestra, fashion trend releases, architectural biennials, film festivals, including scientific conferences in the fields of physics, chemistry, biology and astronomy and education for international students, they are all exploring the future possibilities of human civilization development while inheriting historical culture. From the perspective of modern Chinese history, Nanjing proposed the internationalized urban construction idea of ​​"ruralization, art and science" as early as 1928. As the "first city in modern China to adopt comprehensive zoning planning in accordance with international standards", although Nanjing's planning scheme has not been implemented, its urban planning and development concept are still worth learning from. "Ruralization" means pastoralization, focusing on the interweaving of industrial and commercial layout with agricultural layout. The space cannot be filled up, and there must be a certain amount of blank space; "artisticization" emphasizes that urban construction should reflect the traditional art of the Chinese nation, and Chinese cities should have Chinese flavor; and "scientificization" is to learn from the experience of scientific planning cities in the West before, and use modern construction materials and construction methods to complete urban renewal. In fact, in addition to hardware such as spatial planning, transportation network and productivity layout, public culture such as libraries, museums, and cultural centers, cultural spaces such as theaters, cinemas, and bookstores, as well as commercial environments such as restaurants, cafes, beauty shops, and shopping stores, and the urban tastes and tonality they carry are also the underlying components of urban tourism. It is from this basic point of view that when I and the research team of China Tourism Academy launched the major national philosophy and social science project "Research on the Innovation of the System and Mechanism of the Integrated Development of Culture and Tourism", we conducted a special, systematic and in-depth study on the role of culture, news and publicity systems in the construction, promotion and renewal of tourism image. The study shows that in the process of building the tourism image of cities and countries, the role played by culture, art, sports, administrative agencies and their activities is much greater and more lasting than that of the tourism department. For this reason, we hope to regularly study the construction of major projects of subject image, publicity and promotion, and cultural and tourism integration at the level of party committees and governments, and form a mechanism. Of course, as a professional institution, the tourism system must also be aware of and have the ability to put forward professional opinions and suggestions. The tourism development of central cities cannot be separated from the support of historical and cultural cities, sub-central cities and theme towns in the metropolitan area. According to the Zhengzhou Metropolitan Area Transportation Integration Development Plan (2020-2035), a world-class "urban area on track" will be created through intercity railways such as the airport to the high-speed railway station, the Zhengkai intercity extension line, the Zhengxu urban rail, the Puwei, Xuxin, Lanyuan, Yantai and other highways, as well as the Guankai Science Avenue and Yanhuang Expressway and other projects. The convenience of access will further highlight the economies of scale, density and synergy of public cultural and tourism consumption. Cost projects such as the Grand Theater and the Cultural Center will achieve a break-even point because more people share them, and even bring more sustainable profits. The expansion of the localized consumption base of the city provides a realistic possibility for the introduction of large theme parks such as Disney, Universal Studios, and Safari Park, as well as the research, development, construction and operation of local large-scale cultural and leisure projects. From a global perspective, except for Las Vegas, which is supported by the gambling industry, it is almost impossible for cities with low population density, remote geographical location and weak economic vitality to become world-class tourist destinations. In this sense, population is the actual competitiveness of tourist destination construction. Only the expansion of urban scale and the enhancement of economic vitality can promote the net inflow of high-quality population, especially young people. A city where young people enter and gather can have endless cultural creativity. I have participated in the World Tourism City Mayor Forum held in Zhengzhou over the years. Each tourism promotion is mainly based on traditional culture such as Shaolin Kung Fu and Henan Opera, and the exhibition is mainly based on intangible cultural heritage. Until one day I saw street dance on the stage. Dozens of young people were on the stage, in the venue, and around us, enjoying the trend of music. They were sunny, handsome, and vigorous. I looked at them with joy, looking at the infinite vitality and future. Tourism is a beautiful life in a foreign country. People come to a city from thousands of miles away. How can we only let them recall the past prosperity? Let them feel the beauty of real life and the warmth within reach! In this sense, the development of urban tourism must be careful to remember the past and inherit civilization, but also to face the future and create culture. The development of tourism in central cities is inseparable from the active actions of central towns in counties within the jurisdiction. Contemporary tourism points out that in addition to cities, there are also villages. In fact, rural tourism is in a period of rapid development. In addition to urban residents going to the countryside, there are also rural residents moving to the city, that is, the vast rural population has begun to become an emerging force in the tourism consumption market. During this holiday of National Day and Mid-Autumn Festival, we see more and more rural residents traveling by car, and even traveling to Xinjiang. Of course, it is still in the early stages of development, and short-distance tourism and local leisure are still the mainstream. As the connection point between modern cities and traditional villages, county towns and central towns play an irreplaceable and key role in the spatial layout of national tourism development and industrial upgrading. In this era, some county tourism development explorations and innovative practices with national significance are worthy of our attention. Last month, I conducted research in Fuyang and Bozhou, two cities in Anhui. The Changguan Acrobatics Town, Grimm's Fairy Tale Theme Park and Magic Zoo in Linquan, the county with the largest population, Tianjing Palace and Yimen Ancient Town in Woyang County, Kangmei Chinese Medicine City, Hua Tuo Baicao Garden, Gujing Wuji Wine Cellar and other projects in Bozhou City all left a deep impression on me. According to the so-called international standards or experts, some projects may not be sophisticated or fashionable enough, but for the 1.7 million urban and rural residents of the county and the hundreds of millions of people in the surrounding provinces and cities, a few dozen yuan ticket is enough for a half-day of fun. When exchanging views with local leaders, I said that the development of tourism cannot only focus on mountains, rivers and cultural heritage, but also on the local population advantages, otherwise it will come to the wrong conclusion that "the plains have no resources for tourism development". Don't invite first-class experts to plan and guide at every turn, but adapt to the actual needs of local economic, social, cultural and tourism development, and give full play to the enthusiasm of grassroots cadres and the creativity of local entrepreneurs. We must adapt to local conditions and the times, instead of always engaging in small circles of "Twenty-eight and a Half Bolsheviks". Sometimes, those projects that seem to grow wildly are the most vital. It's easy to extinguish the spark of creation when you start with this theory and that law. Dear leaders and comrades, I hope that the development concept of urban tourism in a well-off society can be more inclusive. While meeting the quality demands of high-end customers, we should make every effort to pay attention to the cultural rights and tourism rights of the majority of people, including local citizens and migrant workers, as well as those with physical and mental disabilities. With the comprehensive construction of a well-off society, the importance of spiritual life and cultural consumption in the all-round development of people will surely rise further and become an important symbol of national consumption upgrading. As an important way to meet people's yearning for a better life and enrich tourists' in-depth experience, cultural consumption continues to provide new momentum for the high-quality development of the tourism industry. According to the "National Cultural Consumption Data Report for the First Half of 2019" released by the China Tourism Academy, more than 90% of the respondents said that cultural consumption is more important than material consumption such as food, clothing, housing and transportation, or is equally important. This means that reading, recitation, film and television, opera, music, dance, even drinking coffee, visiting museums, playing e-sports, and other things that are "not for food" in the eyes of the older generation have become rigid needs in the daily life of the people. The survey shows that more than 80% of the respondents participated in and experienced local cultural activities when traveling abroad. This means that public cultural construction and cultural industry innovation can greatly enhance the competitiveness of urban tourism, and can also effectively enrich tourism projects, products and service systems. During this year's epidemic, a message from a migrant worker from Hubei Province in Dongguan Library went viral: I have been in Dongguan for 17 years, and I have been reading books in the library for 12 years... This year's epidemic has caused many industries to close down, and migrant workers have nothing to do, so they chose to return home. Thinking of my life over the years, the best place is the library... Knowing Dongguan, knowing migrant workers. The official Weibo of Dongguan Library then forwarded the original picture, saying "We are always here, waiting for you to come again." With the help of the human resources and social security department, the migrant worker who insisted on reading got a new job and can continue to read in the library. In my opinion, such warm cultural interaction and online communication are far better than those city promotional videos that are obviously built with huge funds: a city that attaches so much importance to the cultural life of migrant workers is the meaning of an inclusive and shared world tourism destination. Tourism is a long-lasting way of life for mankind, a basic right for the elderly, the disabled and those with language barriers, and a common responsibility for the government, society and enterprises. Although there are more than 200 million elderly people and more than 80 million disabled people in my country, their voices are rarely heard on Internet social platforms and tourism industry media. Compared with the "new generation" who grew up in the Internet and smartphone environment, they have long been lingering on the edge of "go-anywhere" smart tourism and "zero-negative group fees" inferior tourism. Many times, it is not that they are unwilling, but that they are unable to enjoy the modern technologies such as 5G, TOT, and AI. For many retired elderly people, traveling is just a few more opportunities to socialize and communicate with their peers in the suburbs. For the elders and brothers living in the countryside, traveling may just be a day of going to the city to see the excitement. Whether it is self-driving or whether there is mobile Internet to post on WeChat Moments is not that important. Their needs may not be so high-end, and they may not represent the future, but they are the majority of my country's more than 6 billion tourists. In the upcoming era of well-off tourism, no one can be missing. During the epidemic, ubiquitous digitalization has become a basic skill for people to live at home and travel. The parents who are "on the road" on the Internet platform are always questioning our souls that are moving forward quickly. Is a tourism economic system that only pays attention to the joys and sorrows of young people the whole of well-off tourism? Last week, there was a noteworthy news in the CCTV News Network. The National Health Commission announced a work plan, requiring grassroots institutions to regularly conduct cognitive function assessments on the elderly. This is a good example of following good advice, and it is also a concrete implementation of the people-centered development concept. From a realistic point of view, such news is not too much, but too little. A city that cannot lead the future development direction in terms of concept cannot become a world-class tourist city. A city that cannot make breakthrough progress in the integrated development of culture and tourism cannot become a tourist city with strong international competitiveness. A city that cannot make the people feel a sense of participation and gain cannot become a tourist city that carries national rejuvenation and people's happiness. Under the guidance of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, let us adhere to the people-centered approach, innovation-driven development, integrated development, and diversified and inclusive growth. Let us systematically plan strategic measures for the integrated development of cultural undertakings, cultural industries, and tourism and for building a strong tourism nation during the 14th Five-Year Plan period, and strive to comprehensively promote the high-quality development of urban tourism in a moderately prosperous society.Dear leaders and comrades, Cities are important tourist sources, transit and distribution centers, as well as independent tourist destinations. They play an irreplaceable and key role in promoting the integrated development of culture and tourism, promoting the high-quality development of the tourism industry and the strategy of building a strong tourism country, and are playing an increasingly important and positive role. According to the China Tourism Research and Statistics Survey, in 2019, the number of urban residents traveling was 4.47 billion, and the travel expenses were 4.75 trillion yuan, accounting for 74.4% of the total domestic travel and 83.6% of the total tourism revenue, and the growth rate was 0.4 and 1.5 percentage points higher than that of rural residents, respectively. In 2019, the number of urban tourists (excluding urban leisure within 10 kilometers) was 3.65 billion, equivalent to 60.7% of the number of domestic tourists in the same period. Even for rural tourism, its recreational space is mostly attached to the city. From January to August 2020, the number of rural tourists with a travel distance of 10-50 kilometers accounted for 61.2% of the total. With the decisive battle to win the battle against poverty and the realization of the strategic goal of building a moderately prosperous society in all respects, it is undoubtedly of great theoretical significance and practical value to think about the development concept of urban tourism in the new era and plan the urban tourism development strategy during the "14th Five-Year Plan" and longer periods. I hope that the pace of urban tourism in a moderately prosperous society can be calmer, and only by going steadily can we go far. Listen more to the voices of the people who were born, raised, and lived here for generations. After all, they are the masters of this human space. Whether it is for work travel or vacation and leisure, I like to go to Jiangnan, especially the Yangtze River Delta. There are many famous towns and villages that still maintain their traditional charm in the process of modernization, such as Xitang, Qingpu, Luzhi, Zhouzhuang, Wuzhen, etc. I like them very much. Where there are beautiful mountains and clear waters, where there are cultural gatherings, there are prosperous memories, and there is also a happy today. For hundreds of thousands of years, there has been a history of growth and progress that has never been interrupted. The government will not change its existing development model because of the tourism industry, nor will it force residents to relocate. Residents will not change their established lifestyles in order to attract tourists. Whether tourists come or not, the town is there, which is what I often say, "Human connection is the best travel" and "The world is the warmest, and ordinary life is for visitors". From a global perspective, there are many such towns, such as Giethoorn in the Netherlands, Provence in France, Cinque Terre in Italy, Kinu River in Japan, and Tiger Beach in Argentina. It is precisely because of this calm and steady persistence that the residents do not leave and tourists often visit. They know deeply that it may be the natural scenery and historical culture that attract tourists, but it is the lifestyle of local residents that determines the tourists' experience and satisfaction. If the human atmosphere here fades because of tourism, and even the indigenous people move out to new homes, and the foreign merchants turn the original houses into shops, just like Lijiang, where "one meter of sunshine" is everywhere and the emerald phoenix can be seen everywhere, it will eventually be abandoned by tourists in the new era. There are many famous historical and cultural cities there, such as Wenzhou, Taizhou, Shaoxing, Jiaxing, Yangzhou, Suzhou, Wuxi, Huai'an, Zhenjiang, etc. They are scattered all over the country, helping each other and sharing prosperity. I like them very much. These medium-sized cities with cultural heritage, economic vitality and convenient transportation are beautiful living spaces suitable for living, business and culture, regardless of geographical scale or population density. From the development plans and social consensus of local party committees and governments in recent years, a prominent feeling is that on the basis of paying attention to the sustainable development of the economy and society, they attach importance to cultural construction and tourism development. Unlike the central and western regions, the driving force of cultural construction and tourism development in these cities is endogenous, embedded in the economic and social development system, and guided by the cultural rights and interests of citizens and the tourism rights of the people. They attach importance to the construction of high-level natural and cultural scenic spots, high-star hotels and resorts, tourism festivals and cultural projects, and also attach importance to the improvement of tourism infrastructure and the convenience of public services. They attach importance to the positive role of the government in tourism development planning, top-level design and guiding investment, and also attach importance to the decisive role of the market mechanism in resource allocation, emphasizing the joint consultation, construction and sharing of various market entities, social institutions and community residents. They value tourists' consumption needs and the basic laws of the tourism market, but they will not simply cater to the market and attract attention with a humble and pleasing attitude and sensational innovation. The development experience of inbound tourism in the last 20 years of the last century and mass tourism in the first 20 years of the new century shows that urban tourism can only take a path of connotative sustainable development when and only when the pace of tourism development is coordinated with the process of urban economic and social development. On the contrary, those who, in the name of tourist cities, put tourism in a position of being everywhere, all the time and omnipotent, rely on the strong promotion of the government to work hard and fast, and think that they can attract tourists and investment with a few shocking plans, will only end up with a mess. There are first-tier and quasi-first-tier cities such as Shanghai, Hangzhou, Suzhou, and Ningbo. Together with metropolises such as Beijing, Guangzhou, Shenzhen, Chengdu, Chongqing, Wuhan, and Hong Kong, they constitute a beautiful landscape in the process of urbanization development in my country, and I like them very much. International metropolises and the achievements of socialist modernization construction they represent carry the Chinese dream of the great rejuvenation of the Chinese nation and the happiness of the people. Shanghai has just selected six major cultural and tourism landmarks, including the warmest life show belt - Yangpu Riverside, the most fashionable tourist route - China International Import Expo venue, the coolest sky bookstore - Duoyun Academy, etc., all pointing to the tangible and perceptible contemporary life scenes. Hangzhou, on the basis of the ten scenes of West Lake, also released the "Ten Scenes of Digital Economy Tourism" last month, including Robot Town, Yunqi Town, Turing Town, etc. I heard that they are still looking for the new ten scenes of "Hangzhou Life". I wonder if there are Alibaba's Dharma Hall, Zhijiang State Key Laboratory and World Tourism Museum, Liangzhu Ruins, Xixi Wetland, Tangqi Ancient Town and Grandma's Home. Putting aside these concrete "planting grass" and "punching" places, international metropolises attract business people from all over the world with globalized financial, trade, logistics centers, digitalization and advanced manufacturing. Business travelers are not just three-point lines from the airport to the hotel to the conference room as we imagine, nor are they just negotiations and banquets. They will also take care of their lives carefully and experience the texture and tonality of foreign countries. From theaters to vegetable markets, they may be places where they linger. An international metropolis with diverse cultures and heterogeneity is more likely to nourish and accommodate cultural and artistic innovation. We can see equestrian performances in costumes by the Huangpu River, go to the contemporary art exhibition in Zhuantang, Hangzhou, to see what is in "a villa and a temple", listen to the classic "Butterfly Lovers" and "Dream of Red Mansions" by the Xiaobaihua Yue Opera Troupe, and listen to the original "Amei" by the Rainbow Chamber Choir. The image of urban tourism in the future may no longer be a rustic label such as "Best Tourist City" or "Leisure Capital" given to you by an authoritative organization, nor a landmark or a route to plant grass, but a texture that connects history and the future, and is also the sexiness of living in the present. Dear leaders and comrades, I hope that the urban tourism planning of a well-off society can be more humble, with less rationality and knowledge in practice, and more sensibility and common sense. The history of urban evolution tells us that humans first built cities for military defense, economic development and consolidation of ruling centers. In August 1933, the fourth meeting of the International Council of Modern Architecture (CIAM) adopted the "Outline of Urban Planning". Ten years later, French architect Le Corbusier perfected it into the "Athens Charter", which listed recreation as one of the four major goals of urban planning, along with residence, work and transportation. The recreation mentioned here is more about the perspective of citizens' leisure. From public green spaces, community parks, cultural centers, to urban parks, suburban parks, theme parks, national parks, national cultural parks, and even world natural and cultural heritage sites, this is a process of continuous expansion of citizens' recreational life in space, and also a process of mutual promotion and natural evolution of leisure in the sense of space and tourism in the sense of time. This reminds me of the "differential pattern" of traditional Chinese culture and Hayek's "The Extended Order", both of which emphasize the complex structure of human social growth, which is always between instinct and rationality, making the evolution of civilization, including cities, possible. However, the numerous urban tourism research results, development plans and project planning today seem to have theories and technologies, but they are intentionally or unintentionally alienated from common sense and even from the life scenes of fireworks. If the theory is only praised by a small circle, and if the plan cannot be understood, felt and recognized by the public, how can it be implemented and continue to develop? On the contrary, as long as the theory comes from practice, as long as development is for the people's cultural rights and tourism rights, and as long as development relies closely on the people, urban tourism can answer the question of the times of building a well-off society in an all-round way. Cities in economically underdeveloped and underdeveloped tourism areas cannot make industrial leaps forward right away due to the weak consumption base and the lack of creative, investment and operation talents, especially those plans that look beautiful but cannot be implemented. Perhaps influenced by film and television dramas and media propaganda, many places like to build landmark buildings such as the Golden Gate Bridge, the London Eye, the Eiffel Tower, the Dubai Tower, or cultural projects such as the National Grand Theater, and like to introduce large projects such as Disney and Universal Studios. It is not that it cannot be built, but it must be adapted to the city's economic strength and social development stage, such as Shanghai Pudong, Chongqing Liangjiang, Guangzhou "Slim Waist", Beijing "China Bottle", etc. For most cities, the focus at this stage should be on the growing and changing public cultural needs of the general public. The locations of cultural centers, libraries, museums, and science and technology museums should be convenient, the projects should be down-to-earth, and the content should make community residents feel a sense of gain. "People-centered", "people's standpoint", and "people's sense of gain" are words and topics that General Secretary Xi Jinping often mentions. We carry out basic construction and social construction, develop cultural undertakings, cultural industries, and tourism, not only to develop productivity, but also for the all-round development of people. The all-round development of people is the highest value pursuit and lofty ideal of Marxism. The pursuit of the all-round development of people is the highest ideal goal that we Communists have always pursued. On November 15, 2012, General Secretary Xi Jinping said in response to reporters' questions, "Our people love life and look forward to better education, more stable jobs, more satisfactory income, more reliable social security, higher-level medical and health services, more comfortable living conditions, and a more beautiful environment. They hope that their children can grow up better, work better, and live better. The people's yearning for a better life is our goal." The China Tourism Academy is working with the Anhui Provincial Department of Culture and Tourism to study the province's "14th Five-Year Plan" tourism development plan. One of the key contents is how to promote the construction of tourist destinations in northern Anhui cities such as Fuyang, Bozhou, Suzhou, and Bengbu, so as to promote the balanced development of the province's tourism industry. I told my comrades in the research team that we cannot talk about tourism, but we must adhere to the people-centered development concept and do a good job in this big article shared by hosts and guests. Focusing on the leisure and entertainment needs of urban and rural residents, we should plan and build local leisure spaces, improve public culture, and let urban and rural residents have fun and afford it, and the market foundation of urban tourism will gradually mature. With leisure space and cultural consumption content, the sense of happiness of life and urban and rural residents can be effectively improved. Even if a city has more so-called tourism resources and historical traditions, if local citizens do not have a sense of gain and identity, it is impossible to become a first-class tourist destination. When conducting research, discussions and lectures in various places, I often told local leaders that above the landscape is life, and after leisure is tourism. The purpose and means are not confused, and the goal and process cannot be reversed. With the increase of leisure consumption of local residents, tourism investment and project construction will have a high-frequency consumption basis. When the construction of tourist destinations reaches a certain level, it will feed back to the leisure life of citizens, and a new space for a better life shared by hosts and guests will slowly unfold before us. At present, in some cities and towns, the cultural rights and leisure needs of local residents have not been fully guaranteed. They want to exchange resources for the market and carry out large tourism projects worth tens of billions or tens of billions at every turn. This is contrary to objective laws and will suffer losses. Comrades and friends, I hope that urban tourism in a well-off society will actively connect with the construction of national central cities and regional hub cities, lead the integrated development of culture and tourism, promote the high-quality development of the tourism industry, and support the strategy of building a strong tourism country. National central cities are cities with strategic leadership and large regional radiation functions in the national urban system in terms of politics, economy, society, culture and international exchanges. At present, nine cities, including Beijing, Tianjin, Shanghai, Guangzhou, Chongqing, Chengdu, Wuhan, Zhengzhou and Xi'an, have been approved to build national central cities through the State Council documents such as the National Urban System Plan (2006-2020), the Guanzhong Plain Urban Agglomeration Development Plan, the Chengdu-Chongqing Urban Agglomeration Development Plan and the 13th Five-Year Plan for Promoting the Rise of the Central Region. With the victory of building a moderately prosperous society in all respects and the decisive battle to overcome poverty, national central cities, metropolitan areas and urban agglomerations will play a more important role and exert a more important force in improving the quality of people's lives, promoting public cultural equality and promoting high-quality development of the tourism industry. During the National Day and Mid-Autumn Festival holidays that just passed, the average travel distance of tourists in the first four days was 222 kilometers, and the average recreational radius at the destination was 14.6 kilometers. Without the support of the aviation port, high-speed railway and highway network, such a long-distance trip would be impossible. The preliminary research conclusions show that the leisure and vacation attributes of national travel are further enhanced, and the cultural and leisure supply strength of central cities is further polarized. With the establishment of a well-off society and the development of new urbanization, the role of cities as tourist source, destination, transit and distribution centers will be further highlighted as infrastructure, public services and business environment are improved, and tourism elements will be further accumulated. In this sense, if urban tourism is well developed, the key to regional tourism development and industrial competitiveness will be grasped. On the basis of spatial planning, productivity layout and project construction, the construction of tourist destinations and the improvement of tourism economic systems in central cities should be guided by art and supported by science and technology to cultivate a new space for a better life shared by hosts and guests. From a global perspective, metropolises such as London, Paris, Rome, Berlin, Amsterdam, New York, Tokyo, Singapore and Hong Kong have become world-class urban tourist destinations and consumption centers largely because they have first-class cultural institutions and art performance groups. Whether it is the British Museum, the Louvre, the Guggenheim Museum, the Philharmonic Orchestra, fashion trend releases, architectural biennials, film festivals, including scientific conferences in the fields of physics, chemistry, biology and astronomy and education for international students, they are all exploring the future possibilities of human civilization development while inheriting historical culture. From the perspective of modern Chinese history, Nanjing proposed the internationalized urban construction idea of ​​"ruralization, art and science" as early as 1928. As the "first city in modern China to adopt comprehensive zoning planning in accordance with international standards", although Nanjing's planning scheme has not been implemented, its urban planning and development concept are still worth learning from. "Ruralization" means pastoralization, focusing on the interweaving of industrial and commercial layout with agricultural layout. The space cannot be filled up, and there must be a certain amount of blank space; "artisticization" emphasizes that urban construction should reflect the traditional art of the Chinese nation, and Chinese cities should have Chinese flavor; and "scientificization" is to learn from the experience of scientific planning cities in the West before, and use modern construction materials and construction methods to complete urban renewal. In fact, in addition to hardware such as spatial planning, transportation network and productivity layout, public culture such as libraries, museums, and cultural centers, cultural spaces such as theaters, cinemas, and bookstores, as well as commercial environments such as restaurants, cafes, beauty shops, and shopping stores, and the urban tastes and tonality they carry are also the underlying components of urban tourism. It is from this basic point of view that when I and the research team of China Tourism Academy launched the major national philosophy and social science project "Research on the Innovation of the System and Mechanism of the Integrated Development of Culture and Tourism", we conducted a special, systematic and in-depth study on the role of culture, news and publicity systems in the construction, promotion and renewal of tourism image. The study shows that in the process of building the tourism image of cities and countries, the role played by culture, art, sports, administrative agencies and their activities is much greater and more lasting than that of the tourism department. For this reason, we hope to regularly study the construction of major projects of subject image, publicity and promotion, and cultural and tourism integration at the level of party committees and governments, and form a mechanism. Of course, as a professional institution, the tourism system must also be aware of and have the ability to put forward professional opinions and suggestions. The tourism development of central cities cannot be separated from the support of historical and cultural cities, sub-central cities and theme towns in the metropolitan area. According to the Zhengzhou Metropolitan Area Transportation Integration Development Plan (2020-2035), a world-class "urban area on track" will be created through intercity railways such as the airport to the high-speed railway station, the Zhengkai intercity extension line, the Zhengxu urban rail, the Puwei, Xuxin, Lanyuan, Yantai and other highways, as well as the Guankai Science Avenue and Yanhuang Expressway and other projects. The convenience of access will further highlight the economies of scale, density and synergy of public cultural and tourism consumption. Cost projects such as the Grand Theater and the Cultural Center will achieve a break-even point because more people share them, and even bring more sustainable profits. The expansion of the localized consumption base of the city provides a realistic possibility for the introduction of large theme parks such as Disney, Universal Studios, and Safari Park, as well as the research, development, construction and operation of local large-scale cultural and leisure projects. From a global perspective, except for Las Vegas, which is supported by the gambling industry, it is almost impossible for cities with low population density, remote geographical location and weak economic vitality to become world-class tourist destinations. In this sense, population is the actual competitiveness of tourist destination construction. Only the expansion of urban scale and the enhancement of economic vitality can promote the net inflow of high-quality population, especially young people. A city where young people enter and gather can have endless cultural creativity. I have participated in the World Tourism City Mayor Forum held in Zhengzhou over the years. Each tourism promotion is mainly based on traditional culture such as Shaolin Kung Fu and Henan Opera, and the exhibition is mainly based on intangible cultural heritage. Until one day I saw street dance on the stage. Dozens of young people were on the stage, in the venue, and around us, enjoying the trend of music. They were sunny, handsome, and vigorous. I looked at them with joy, looking at the infinite vitality and future. Tourism is a beautiful life in a foreign country. People come to a city from thousands of miles away. How can we only let them recall the past prosperity? Let them feel the beauty of real life and the warmth within reach! In this sense, the development of urban tourism must be careful to remember the past and inherit civilization, but also to face the future and create culture. The development of tourism in central cities is inseparable from the active actions of central towns in counties within the jurisdiction. Contemporary tourism points out that in addition to cities, there are also villages. In fact, rural tourism is in a period of rapid development. In addition to urban residents going to the countryside, there are also rural residents moving to the city, that is, the vast rural population has begun to become an emerging force in the tourism consumption market. During this holiday of National Day and Mid-Autumn Festival, we see more and more rural residents traveling by car, and even traveling to Xinjiang. Of course, it is still in the early stages of development, and short-distance tourism and local leisure are still the mainstream. As the connection point between modern cities and traditional villages, county towns and central towns play an irreplaceable and key role in the spatial layout of national tourism development and industrial upgrading. In this era, some county tourism development explorations and innovative practices with national significance are worthy of our attention. Last month, I conducted research in Fuyang and Bozhou, two cities in Anhui. The Changguan Acrobatics Town, Grimm's Fairy Tale Theme Park and Magic Zoo in Linquan, the county with the largest population, Tianjing Palace and Yimen Ancient Town in Woyang County, Kangmei Chinese Medicine City, Hua Tuo Baicao Garden, Gujing Wuji Wine Cellar and other projects in Bozhou City all left a deep impression on me. According to the so-called international standards or experts, some projects may not be sophisticated or fashionable enough, but for the 1.7 million urban and rural residents of the county and the hundreds of millions of people in the surrounding provinces and cities, a few dozen yuan ticket is enough for a half-day of fun. When exchanging views with local leaders, I said that the development of tourism cannot only focus on mountains, rivers and cultural heritage, but also on the local population advantages, otherwise it will come to the wrong conclusion that "the plains have no resources for tourism development". Don't invite first-class experts to plan and guide at every turn, but adapt to the actual needs of local economic, social, cultural and tourism development, and give full play to the enthusiasm of grassroots cadres and the creativity of local entrepreneurs. We must adapt to local conditions and the times, instead of always engaging in small circles of "Twenty-eight and a Half Bolsheviks". Sometimes, those projects that seem to grow wildly are the most vital. It's easy to extinguish the spark of creation when you start with this theory and that law. Dear leaders and comrades, I hope that the development concept of urban tourism in a well-off society can be more inclusive. While meeting the quality demands of high-end customers, we should make every effort to pay attention to the cultural rights and tourism rights of the majority of people, including local citizens and migrant workers, as well as those with physical and mental disabilities. With the comprehensive construction of a well-off society, the importance of spiritual life and cultural consumption in the all-round development of people will surely rise further and become an important symbol of national consumption upgrading. As an important way to meet people's yearning for a better life and enrich tourists' in-depth experience, cultural consumption continues to provide new momentum for the high-quality development of the tourism industry. According to the "National Cultural Consumption Data Report for the First Half of 2019" released by the China Tourism Academy, more than 90% of the respondents said that cultural consumption is more important than material consumption such as food, clothing, housing and transportation, or is equally important. This means that reading, recitation, film and television, opera, music, dance, even drinking coffee, visiting museums, playing e-sports, and other things that are "not for food" in the eyes of the older generation have become rigid needs in the daily life of the people. The survey shows that more than 80% of the respondents participated in and experienced local cultural activities when traveling abroad. This means that public cultural construction and cultural industry innovation can greatly enhance the competitiveness of urban tourism, and can also effectively enrich tourism projects, products and service systems. During this year's epidemic, a message from a migrant worker from Hubei Province in Dongguan Library went viral: I have been in Dongguan for 17 years, and I have been reading books in the library for 12 years... This year's epidemic has caused many industries to close down, and migrant workers have nothing to do, so they chose to return home. Thinking of my life over the years, the best place is the library... Knowing Dongguan, knowing migrant workers. The official Weibo of Dongguan Library then forwarded the original picture, saying "We are always here, waiting for you to come again." With the help of the human resources and social security department, the migrant worker who insisted on reading got a new job and can continue to read in the library. In my opinion, such warm cultural interaction and online communication are far better than those city promotional videos that are obviously built with huge funds: a city that attaches so much importance to the cultural life of migrant workers is the meaning of an inclusive and shared world tourism destination. Tourism is a long-lasting way of life for mankind, a basic right for the elderly, the disabled and those with language barriers, and a common responsibility for the government, society and enterprises. Although there are more than 200 million elderly people and more than 80 million disabled people in my country, their voices are rarely heard on Internet social platforms and tourism industry media. Compared with the "new generation" who grew up in the Internet and smartphone environment, they have long been lingering on the edge of "go-anywhere" smart tourism and "zero-negative group fees" inferior tourism. Many times, it is not that they are unwilling, but that they are unable to enjoy the modern technologies such as 5G, TOT, and AI. For many retired elderly people, traveling is just a few more opportunities to socialize and communicate with their peers in the suburbs. For the elders and brothers living in the countryside, traveling may just be a day of going to the city to see the excitement. Whether it is self-driving or whether there is mobile Internet to post on WeChat Moments is not that important. Their needs may not be so high-end, and they may not represent the future, but they are the majority of my country's more than 6 billion tourists. In the upcoming era of well-off tourism, no one can be missing. During the epidemic, ubiquitous digitalization has become a basic skill for people to live at home and travel. The parents who are "on the road" on the Internet platform are always questioning our souls that are moving forward quickly. Is a tourism economic system that only pays attention to the joys and sorrows of young people the whole of well-off tourism? Last week, there was a noteworthy news in the CCTV News Network. The National Health Commission announced a work plan, requiring grassroots institutions to regularly conduct cognitive function assessments on the elderly. This is a good example of following good advice, and it is also a concrete implementation of the people-centered development concept. From a realistic point of view, such news is not too much, but too little. A city that cannot lead the future development direction in terms of concept cannot become a world-class tourist city. A city that cannot make breakthrough progress in the integrated development of culture and tourism cannot become a tourist city with strong international competitiveness. A city that cannot make the people feel a sense of participation and gain cannot become a tourist city that carries national rejuvenation and people's happiness. Under the guidance of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, let us adhere to the people-centered approach, innovation-driven development, integrated development, and diversified and inclusive growth. Let us systematically plan strategic measures for the integrated development of cultural undertakings, cultural industries, and tourism and for building a strong tourism nation during the 14th Five-Year Plan period, and strive to comprehensively promote the high-quality development of urban tourism in a moderately prosperous society.Dear leaders and comrades, Cities are important tourist sources, transit and distribution centers, as well as independent tourist destinations. They play an irreplaceable and key role in promoting the integrated development of culture and tourism, promoting the high-quality development of the tourism industry and the strategy of building a strong tourism country, and are playing an increasingly important and positive role. According to the China Tourism Research and Statistics Survey, in 2019, the number of urban residents traveling was 4.47 billion, and the travel expenses were 4.75 trillion yuan, accounting for 74.4% of the total domestic travel and 83.6% of the total tourism revenue, and the growth rate was 0.4 and 1.5 percentage points higher than that of rural residents, respectively. In 2019, the number of urban tourists (excluding urban leisure within 10 kilometers) was 3.65 billion, equivalent to 60.7% of the number of domestic tourists in the same period. Even for rural tourism, its recreational space is mostly attached to the city. From January to August 2020, the number of rural tourists with a travel distance of 10-50 kilometers accounted for 61.2% of the total. With the decisive battle to win the battle against poverty and the realization of the strategic goal of building a moderately prosperous society in all respects, it is undoubtedly of great theoretical significance and practical value to think about the development concept of urban tourism in the new era and plan the urban tourism development strategy during the "14th Five-Year Plan" and longer periods. I hope that the pace of urban tourism in a moderately prosperous society can be calmer, and only by going steadily can we go far. Listen more to the voices of the people who were born, raised, and lived here for generations. After all, they are the masters of this human space. Whether it is for work travel or vacation and leisure, I like to go to Jiangnan, especially the Yangtze River Delta. There are many famous towns and villages that still maintain their traditional charm in the process of modernization, such as Xitang, Qingpu, Luzhi, Zhouzhuang, Wuzhen, etc. I like them very much. Where there are beautiful mountains and clear waters, where there are cultural gatherings, there are prosperous memories, and there is also a happy today. For hundreds of thousands of years, there has been a history of growth and progress that has never been interrupted. The government will not change its existing development model because of the tourism industry, nor will it force residents to relocate. Residents will not change their established lifestyles in order to attract tourists. Whether tourists come or not, the town is there, which is what I often say, "Human connection is the best travel" and "The world is the warmest, and ordinary life is for visitors". From a global perspective, there are many such towns, such as Giethoorn in the Netherlands, Provence in France, Cinque Terre in Italy, Kinu River in Japan, and Tiger Beach in Argentina. It is precisely because of this calm and steady persistence that the residents do not leave and tourists often visit. They know deeply that it may be the natural scenery and historical culture that attract tourists, but it is the lifestyle of local residents that determines the tourists' experience and satisfaction. If the human atmosphere here fades because of tourism, and even the indigenous people move out to new homes, and the foreign merchants turn the original houses into shops, just like Lijiang, where "one meter of sunshine" is everywhere and the emerald phoenix can be seen everywhere, it will eventually be abandoned by tourists in the new era. There are many famous historical and cultural cities there, such as Wenzhou, Taizhou, Shaoxing, Jiaxing, Yangzhou, Suzhou, Wuxi, Huai'an, Zhenjiang, etc. They are scattered all over the country, helping each other and sharing prosperity. I like them very much. These medium-sized cities with cultural heritage, economic vitality and convenient transportation are beautiful living spaces suitable for living, business and culture, regardless of geographical scale or population density. From the development plans and social consensus of local party committees and governments in recent years, a prominent feeling is that on the basis of paying attention to the sustainable development of the economy and society, they attach importance to cultural construction and tourism development. Unlike the central and western regions, the driving force of cultural construction and tourism development in these cities is endogenous, embedded in the economic and social development system, and guided by the cultural rights and interests of citizens and the tourism rights of the people. They attach importance to the construction of high-level natural and cultural scenic spots, high-star hotels and resorts, tourism festivals and cultural projects, and also attach importance to the improvement of tourism infrastructure and the convenience of public services. They attach importance to the positive role of the government in tourism development planning, top-level design and guiding investment, and also attach importance to the decisive role of the market mechanism in resource allocation, emphasizing the joint consultation, construction and sharing of various market entities, social institutions and community residents. They value tourists' consumption needs and the basic laws of the tourism market, but they will not simply cater to the market and attract attention with a humble and pleasing attitude and sensational innovation. The development experience of inbound tourism in the last 20 years of the last century and mass tourism in the first 20 years of the new century shows that urban tourism can only take a path of connotative sustainable development when and only when the pace of tourism development is coordinated with the process of urban economic and social development. On the contrary, those who, in the name of tourist cities, put tourism in a position of being everywhere, all the time and omnipotent, rely on the strong promotion of the government to work hard and fast, and think that they can attract tourists and investment with a few shocking plans, will only end up with a mess. There are first-tier and quasi-first-tier cities such as Shanghai, Hangzhou, Suzhou, and Ningbo. Together with metropolises such as Beijing, Guangzhou, Shenzhen, Chengdu, Chongqing, Wuhan, and Hong Kong, they constitute a beautiful landscape in the process of urbanization development in my country, and I like them very much. International metropolises and the achievements of socialist modernization construction they represent carry the Chinese dream of the great rejuvenation of the Chinese nation and the happiness of the people. Shanghai has just selected six major cultural and tourism landmarks, including the warmest life show belt - Yangpu Riverside, the most fashionable tourist route - China International Import Expo venue, the coolest sky bookstore - Duoyun Academy, etc., all pointing to the tangible and perceptible contemporary life scenes. Hangzhou, on the basis of the ten scenes of West Lake, also released the "Ten Scenes of Digital Economy Tourism" last month, including Robot Town, Yunqi Town, Turing Town, etc. I heard that they are still looking for the new ten scenes of "Hangzhou Life". I wonder if there are Alibaba's Dharma Hall, Zhijiang State Key Laboratory and World Tourism Museum, Liangzhu Ruins, Xixi Wetland, Tangqi Ancient Town and Grandma's Home. Putting aside these concrete "planting grass" and "punching" places, international metropolises attract business people from all over the world with globalized financial, trade, logistics centers, digitalization and advanced manufacturing. Business travelers are not just three-point lines from the airport to the hotel to the conference room as we imagine, nor are they just negotiations and banquets. They will also take care of their lives carefully and experience the texture and tonality of foreign countries. From theaters to vegetable markets, they may be places where they linger. An international metropolis with diverse cultures and heterogeneity is more likely to nourish and accommodate cultural and artistic innovation. We can see equestrian performances in costumes by the Huangpu River, go to the contemporary art exhibition in Zhuantang, Hangzhou, to see what is in "a villa and a temple", listen to the classic "Butterfly Lovers" and "Dream of Red Mansions" by the Xiaobaihua Yue Opera Troupe, and listen to the original "Amei" by the Rainbow Chamber Choir. The image of urban tourism in the future may no longer be a rustic label such as "Best Tourist City" or "Leisure Capital" given to you by an authoritative organization, nor a landmark or a route to plant grass, but a texture that connects history and the future, and is also the sexiness of living in the present. Dear leaders and comrades, I hope that the urban tourism planning of a well-off society can be more humble, with less rationality and knowledge in practice, and more sensibility and common sense. The history of urban evolution tells us that humans first built cities for military defense, economic development and consolidation of ruling centers. In August 1933, the fourth meeting of the International Council of Modern Architecture (CIAM) adopted the "Outline of Urban Planning". Ten years later, French architect Le Corbusier perfected it into the "Athens Charter", which listed recreation as one of the four major goals of urban planning, along with residence, work and transportation. The recreation mentioned here is more about the perspective of citizens' leisure. From public green spaces, community parks, cultural centers, to urban parks, suburban parks, theme parks, national parks, national cultural parks, and even world natural and cultural heritage sites, this is a process of continuous expansion of citizens' recreational life in space, and also a process of mutual promotion and natural evolution of leisure in the sense of space and tourism in the sense of time. This reminds me of the "differential pattern" of traditional Chinese culture and Hayek's "The Extended Order", both of which emphasize the complex structure of human social growth, which is always between instinct and rationality, making the evolution of civilization, including cities, possible. However, the numerous urban tourism research results, development plans and project planning today seem to have theories and technologies, but they are intentionally or unintentionally alienated from common sense and even from the life scenes of fireworks. If the theory is only praised by a small circle, and if the plan cannot be understood, felt and recognized by the public, how can it be implemented and continue to develop? On the contrary, as long as the theory comes from practice, as long as development is for the people's cultural rights and tourism rights, and as long as development relies closely on the people, urban tourism can answer the question of the times of building a well-off society in an all-round way. Cities in economically underdeveloped and underdeveloped tourism areas cannot make industrial leaps forward right away due to the weak consumption base and the lack of creative, investment and operation talents, especially those plans that look beautiful but cannot be implemented. Perhaps influenced by film and television dramas and media propaganda, many places like to build landmark buildings such as the Golden Gate Bridge, the London Eye, the Eiffel Tower, the Dubai Tower, or cultural projects such as the National Grand Theater, and like to introduce large projects such as Disney and Universal Studios. It is not that it cannot be built, but it must be adapted to the city's economic strength and social development stage, such as Shanghai Pudong, Chongqing Liangjiang, Guangzhou "Slim Waist", Beijing "China Bottle", etc. For most cities, the focus at this stage should be on the growing and changing public cultural needs of the general public. The locations of cultural centers, libraries, museums, and science and technology museums should be convenient, the projects should be down-to-earth, and the content should make community residents feel a sense of gain. "People-centered", "people's standpoint", and "people's sense of gain" are words and topics that General Secretary Xi Jinping often mentions. We carry out basic construction and social construction, develop cultural undertakings, cultural industries, and tourism, not only to develop productivity, but also for the all-round development of people. The all-round development of people is the highest value pursuit and lofty ideal of Marxism. The pursuit of the all-round development of people is the highest ideal goal that we Communists have always pursued. On November 15, 2012, General Secretary Xi Jinping said in response to reporters' questions, "Our people love life and look forward to better education, more stable jobs, more satisfactory income, more reliable social security, higher-level medical and health services, more comfortable living conditions, and a more beautiful environment. They hope that their children can grow up better, work better, and live better. The people's yearning for a better life is our goal." The China Tourism Academy is working with the Anhui Provincial Department of Culture and Tourism to study the province's "14th Five-Year Plan" tourism development plan. One of the key contents is how to promote the construction of tourist destinations in northern Anhui cities such as Fuyang, Bozhou, Suzhou, and Bengbu, so as to promote the balanced development of the province's tourism industry. I told my comrades in the research team that we cannot talk about tourism, but we must adhere to the people-centered development concept and do a good job in this big article shared by hosts and guests. Focusing on the leisure and entertainment needs of urban and rural residents, we should plan and build local leisure spaces, improve public culture, and let urban and rural residents have fun and afford it, and the market foundation of urban tourism will gradually mature. With leisure space and cultural consumption content, the sense of happiness of life and urban and rural residents can be effectively improved. Even if a city has more so-called tourism resources and historical traditions, if local citizens do not have a sense of gain and identity, it is impossible to become a first-class tourist destination. When conducting research, discussions and lectures in various places, I often told local leaders that above the landscape is life, and after leisure is tourism. The purpose and means are not confused, and the goal and process cannot be reversed. With the increase of leisure consumption of local residents, tourism investment and project construction will have a high-frequency consumption basis. When the construction of tourist destinations reaches a certain level, it will feed back to the leisure life of citizens, and a new space for a better life shared by hosts and guests will slowly unfold before us. At present, in some cities and towns, the cultural rights and leisure needs of local residents have not been fully guaranteed. They want to exchange resources for the market and carry out large tourism projects worth tens of billions or tens of billions at every turn. This is contrary to objective laws and will suffer losses. Comrades and friends, I hope that urban tourism in a well-off society will actively connect with the construction of national central cities and regional hub cities, lead the integrated development of culture and tourism, promote the high-quality development of the tourism industry, and support the strategy of building a strong tourism country. National central cities are cities with strategic leadership and large regional radiation functions in the national urban system in terms of politics, economy, society, culture and international exchanges. At present, nine cities, including Beijing, Tianjin, Shanghai, Guangzhou, Chongqing, Chengdu, Wuhan, Zhengzhou and Xi'an, have been approved to build national central cities through the State Council documents such as the National Urban System Plan (2006-2020), the Guanzhong Plain Urban Agglomeration Development Plan, the Chengdu-Chongqing Urban Agglomeration Development Plan and the 13th Five-Year Plan for Promoting the Rise of the Central Region. With the victory of building a moderately prosperous society in all respects and the decisive battle to overcome poverty, national central cities, metropolitan areas and urban agglomerations will play a more important role and exert a more important force in improving the quality of people's lives, promoting public cultural equality and promoting high-quality development of the tourism industry. During the National Day and Mid-Autumn Festival holidays that just passed, the average travel distance of tourists in the first four days was 222 kilometers, and the average recreational radius at the destination was 14.6 kilometers. Without the support of the aviation port, high-speed railway and highway network, such a long-distance trip would be impossible. The preliminary research conclusions show that the leisure and vacation attributes of national travel are further enhanced, and the cultural and leisure supply strength of central cities is further polarized. With the establishment of a well-off society and the development of new urbanization, the role of cities as tourist source, destination, transit and distribution centers will be further highlighted as infrastructure, public services and business environment are improved, and tourism elements will be further accumulated. In this sense, if urban tourism is well developed, the key to regional tourism development and industrial competitiveness will be grasped. On the basis of spatial planning, productivity layout and project construction, the construction of tourist destinations and the improvement of tourism economic systems in central cities should be guided by art and supported by science and technology to cultivate a new space for a better life shared by hosts and guests. From a global perspective, metropolises such as London, Paris, Rome, Berlin, Amsterdam, New York, Tokyo, Singapore and Hong Kong have become world-class urban tourist destinations and consumption centers largely because they have first-class cultural institutions and art performance groups. Whether it is the British Museum, the Louvre, the Guggenheim Museum, the Philharmonic Orchestra, fashion trend releases, architectural biennials, film festivals, including scientific conferences in the fields of physics, chemistry, biology and astronomy and education for international students, they are all exploring the future possibilities of human civilization development while inheriting historical culture. From the perspective of modern Chinese history, Nanjing proposed the internationalized urban construction idea of ​​"ruralization, art and science" as early as 1928. As the "first city in modern China to adopt comprehensive zoning planning in accordance with international standards", although Nanjing's planning scheme has not been implemented, its urban planning and development concept are still worth learning from. "Ruralization" means pastoralization, focusing on the interweaving of industrial and commercial layout with agricultural layout. The space cannot be filled up, and there must be a certain amount of blank space; "artisticization" emphasizes that urban construction should reflect the traditional art of the Chinese nation, and Chinese cities should have Chinese flavor; and "scientificization" is to learn from the experience of scientific planning cities in the West before, and use modern construction materials and construction methods to complete urban renewal. In fact, in addition to hardware such as spatial planning, transportation network and productivity layout, public culture such as libraries, museums, and cultural centers, cultural spaces such as theaters, cinemas, and bookstores, as well as commercial environments such as restaurants, cafes, beauty shops, and shopping stores, and the urban tastes and tonality they carry are also the underlying components of urban tourism. It is from this basic point of view that when I and the research team of China Tourism Academy launched the major national philosophy and social science project "Research on the Innovation of the System and Mechanism of the Integrated Development of Culture and Tourism", we conducted a special, systematic and in-depth study on the role of culture, news and publicity systems in the construction, promotion and renewal of tourism image. The study shows that in the process of building the tourism image of cities and countries, the role played by culture, art, sports, administrative agencies and their activities is much greater and more lasting than that of the tourism department. For this reason, we hope to regularly study the construction of major projects of subject image, publicity and promotion, and cultural and tourism integration at the level of party committees and governments, and form a mechanism. Of course, as a professional institution, the tourism system must also be aware of and have the ability to put forward professional opinions and suggestions. The tourism development of central cities cannot be separated from the support of historical and cultural cities, sub-central cities and theme towns in the metropolitan area. According to the Zhengzhou Metropolitan Area Transportation Integration Development Plan (2020-2035), a world-class "urban area on track" will be created through intercity railways such as the airport to the high-speed railway station, the Zhengkai intercity extension line, the Zhengxu urban rail, the Puwei, Xuxin, Lanyuan, Yantai and other highways, as well as the Guankai Science Avenue and Yanhuang Expressway and other projects. The convenience of access will further highlight the economies of scale, density and synergy of public cultural and tourism consumption. Cost projects such as the Grand Theater and the Cultural Center will achieve a break-even point because more people share them, and even bring more sustainable profits. The expansion of the localized consumption base of the city provides a realistic possibility for the introduction of large theme parks such as Disney, Universal Studios, and Safari Park, as well as the research, development, construction and operation of local large-scale cultural and leisure projects. From a global perspective, except for Las Vegas, which is supported by the gambling industry, it is almost impossible for cities with low population density, remote geographical location and weak economic vitality to become world-class tourist destinations. In this sense, population is the actual competitiveness of tourist destination construction. Only the expansion of urban scale and the enhancement of economic vitality can promote the net inflow of high-quality population, especially young people. A city where young people enter and gather can have endless cultural creativity. I have participated in the World Tourism City Mayor Forum held in Zhengzhou over the years. Each tourism promotion is mainly based on traditional culture such as Shaolin Kung Fu and Henan Opera, and the exhibition is mainly based on intangible cultural heritage. Until one day I saw street dance on the stage. Dozens of young people were on the stage, in the venue, and around us, enjoying the trend of music. They were sunny, handsome, and vigorous. I looked at them with joy, looking at the infinite vitality and future. Tourism is a beautiful life in a foreign country. People come to a city from thousands of miles away. How can we only let them recall the past prosperity? Let them feel the beauty of real life and the warmth within reach! In this sense, the development of urban tourism must be careful to remember the past and inherit civilization, but also to face the future and create culture. The development of tourism in central cities is inseparable from the active actions of central towns in counties within the jurisdiction. Contemporary tourism points out that in addition to cities, there are also villages. In fact, rural tourism is in a period of rapid development. In addition to urban residents going to the countryside, there are also rural residents moving to the city, that is, the vast rural population has begun to become an emerging force in the tourism consumption market. During this holiday of National Day and Mid-Autumn Festival, we see more and more rural residents traveling by car, and even traveling to Xinjiang. Of course, it is still in the early stages of development, and short-distance tourism and local leisure are still the mainstream. As the connection point between modern cities and traditional villages, county towns and central towns play an irreplaceable and key role in the spatial layout of national tourism development and industrial upgrading. In this era, some county tourism development explorations and innovative practices with national significance are worthy of our attention. Last month, I conducted research in Fuyang and Bozhou, two cities in Anhui. The Changguan Acrobatics Town, Grimm's Fairy Tale Theme Park and Magic Zoo in Linquan, the county with the largest population, Tianjing Palace and Yimen Ancient Town in Woyang County, Kangmei Chinese Medicine City, Hua Tuo Baicao Garden, Gujing Wuji Wine Cellar and other projects in Bozhou City all left a deep impression on me. According to the so-called international standards or experts, some projects may not be sophisticated or fashionable enough, but for the 1.7 million urban and rural residents of the county and the hundreds of millions of people in the surrounding provinces and cities, a few dozen yuan ticket is enough for a half-day of fun. When exchanging views with local leaders, I said that the development of tourism cannot only focus on mountains, rivers and cultural heritage, but also on the local population advantages, otherwise it will come to the wrong conclusion that "the plains have no resources for tourism development". Don't invite first-class experts to plan and guide at every turn, but adapt to the actual needs of local economic, social, cultural and tourism development, and give full play to the enthusiasm of grassroots cadres and the creativity of local entrepreneurs. We must adapt to local conditions and the times, instead of always engaging in small circles of "Twenty-eight and a Half Bolsheviks". Sometimes, those projects that seem to grow wildly are the most vital. It's easy to extinguish the spark of creation when you start with this theory and that law. Dear leaders and comrades, I hope that the development concept of urban tourism in a well-off society can be more inclusive. While meeting the quality demands of high-end customers, we should make every effort to pay attention to the cultural rights and tourism rights of the majority of people, including local citizens and migrant workers, as well as those with physical and mental disabilities. With the comprehensive construction of a well-off society, the importance of spiritual life and cultural consumption in the all-round development of people will surely rise further and become an important symbol of national consumption upgrading. As an important way to meet people's yearning for a better life and enrich tourists' in-depth experience, cultural consumption continues to provide new momentum for the high-quality development of the tourism industry. According to the "National Cultural Consumption Data Report for the First Half of 2019" released by the China Tourism Academy, more than 90% of the respondents said that cultural consumption is more important than material consumption such as food, clothing, housing and transportation, or is equally important. This means that reading, recitation, film and television, opera, music, dance, even drinking coffee, visiting museums, playing e-sports, and other things that are "not for food" in the eyes of the older generation have become rigid needs in the daily life of the people. The survey shows that more than 80% of the respondents participated in and experienced local cultural activities when traveling abroad. This means that public cultural construction and cultural industry innovation can greatly enhance the competitiveness of urban tourism, and can also effectively enrich tourism projects, products and service systems. During this year's epidemic, a message from a migrant worker from Hubei Province in Dongguan Library went viral: I have been in Dongguan for 17 years, and I have been reading books in the library for 12 years... This year's epidemic has caused many industries to close down, and migrant workers have nothing to do, so they chose to return home. Thinking of my life over the years, the best place is the library... Knowing Dongguan, knowing migrant workers. The official Weibo of Dongguan Library then forwarded the original picture, saying "We are always here, waiting for you to come again." With the help of the human resources and social security department, the migrant worker who insisted on reading got a new job and can continue to read in the library. In my opinion, such warm cultural interaction and online communication are far better than those city promotional videos that are obviously built with huge funds: a city that attaches so much importance to the cultural life of migrant workers is the meaning of an inclusive and shared world tourism destination. Tourism is a long-lasting way of life for mankind, a basic right for the elderly, the disabled and those with language barriers, and a common responsibility for the government, society and enterprises. Although there are more than 200 million elderly people and more than 80 million disabled people in my country, their voices are rarely heard on Internet social platforms and tourism industry media. Compared with the "new generation" who grew up in the Internet and smartphone environment, they have long been lingering on the edge of "go-anywhere" smart tourism and "zero-negative group fees" inferior tourism. Many times, it is not that they are unwilling, but that they are unable to enjoy the modern technologies such as 5G, TOT, and AI. For many retired elderly people, traveling is just a few more opportunities to socialize and communicate with their peers in the suburbs. For the elders and brothers living in the countryside, traveling may just be a day of going to the city to see the excitement. Whether it is self-driving or whether there is mobile Internet to post on WeChat Moments is not that important. Their needs may not be so high-end, and they may not represent the future, but they are the majority of my country's more than 6 billion tourists. In the upcoming era of well-off tourism, no one can be missing. During the epidemic, ubiquitous digitalization has become a basic skill for people to live at home and travel. The parents who are "on the road" on the Internet platform are always questioning our souls that are moving forward quickly. Is a tourism economic system that only pays attention to the joys and sorrows of young people the whole of well-off tourism? Last week, there was a noteworthy news in the CCTV News Network. The National Health Commission announced a work plan, requiring grassroots institutions to regularly conduct cognitive function assessments on the elderly. This is a good example of following good advice, and it is also a concrete implementation of the people-centered development concept. From a realistic point of view, such news is not too much, but too little. A city that cannot lead the future development direction in terms of concept cannot become a world-class tourist city. A city that cannot make breakthrough progress in the integrated development of culture and tourism cannot become a tourist city with strong international competitiveness. A city that cannot make the people feel a sense of participation and gain cannot become a tourist city that carries national rejuvenation and people's happiness. Under the guidance of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, let us adhere to the people-centered approach, innovation-driven development, integrated development, and diversified and inclusive growth. Let us systematically plan strategic measures for the integrated development of cultural undertakings, cultural industries, and tourism and for building a strong tourism nation during the 14th Five-Year Plan period, and strive to comprehensively promote the high-quality development of urban tourism in a moderately prosperous society.Dear leaders and comrades, Cities are important tourist sources, transit and distribution centers, as well as independent tourist destinations. They play an irreplaceable and key role in promoting the integrated development of culture and tourism, promoting the high-quality development of the tourism industry and the strategy of building a strong tourism country, and are playing an increasingly important and positive role. According to the China Tourism Research and Statistics Survey, in 2019, the number of urban residents traveling was 4.47 billion, and the travel expenses were 4.75 trillion yuan, accounting for 74.4% of the total domestic travel and 83.6% of the total tourism revenue, and the growth rate was 0.4 and 1.5 percentage points higher than that of rural residents, respectively. In 2019, the number of urban tourists (excluding urban leisure within 10 kilometers) was 3.65 billion, equivalent to 60.7% of the number of domestic tourists in the same period. Even for rural tourism, its recreational space is mostly attached to the city. From January to August 2020, the number of rural tourists with a travel distance of 10-50 kilometers accounted for 61.2% of the total. With the decisive battle to win the battle against poverty and the realization of the strategic goal of building a moderately prosperous society in all respects, it is undoubtedly of great theoretical significance and practical value to think about the development concept of urban tourism in the new era and plan the urban tourism development strategy during the "14th Five-Year Plan" and longer periods. I hope that the pace of urban tourism in a moderately prosperous society can be calmer, and only by going steadily can we go far. Listen more to the voices of the people who were born, raised, and lived here for generations. After all, they are the masters of this human space. Whether it is for work travel or vacation and leisure, I like to go to Jiangnan, especially the Yangtze River Delta. There are many famous towns and villages that still maintain their traditional charm in the process of modernization, such as Xitang, Qingpu, Luzhi, Zhouzhuang, Wuzhen, etc. I like them very much. Where there are beautiful mountains and clear waters, where there are cultural gatherings, there are prosperous memories, and there is also a happy today. For hundreds of thousands of years, there has been a history of growth and progress that has never been interrupted. The government will not change its existing development model because of the tourism industry, nor will it force residents to relocate. Residents will not change their established lifestyles in order to attract tourists. Whether tourists come or not, the town is there, which is what I often say, "Human connection is the best travel" and "The world is the warmest, and ordinary life is for visitors". From a global perspective, there are many such towns, such as Giethoorn in the Netherlands, Provence in France, Cinque Terre in Italy, Kinu River in Japan, and Tiger Beach in Argentina. It is precisely because of this calm and steady persistence that the residents do not leave and tourists often visit. They know deeply that it may be the natural scenery and historical culture that attract tourists, but it is the lifestyle of local residents that determines the tourists' experience and satisfaction. If the human atmosphere here fades because of tourism, and even the indigenous people move out to new homes, and the foreign merchants turn the original houses into shops, just like Lijiang, where "one meter of sunshine" is everywhere and the emerald phoenix can be seen everywhere, it will eventually be abandoned by tourists in the new era. There are many famous historical and cultural cities there, such as Wenzhou, Taizhou, Shaoxing, Jiaxing, Yangzhou, Suzhou, Wuxi, Huai'an, Zhenjiang, etc. They are scattered all over the country, helping each other and sharing prosperity. I like them very much. These medium-sized cities with cultural heritage, economic vitality and convenient transportation are beautiful living spaces suitable for living, business and culture, regardless of geographical scale or population density. From the development plans and social consensus of local party committees and governments in recent years, a prominent feeling is that on the basis of paying attention to the sustainable development of the economy and society, they attach importance to cultural construction and tourism development. Unlike the central and western regions, the driving force of cultural construction and tourism development in these cities is endogenous, embedded in the economic and social development system, and guided by the cultural rights and interests of citizens and the tourism rights of the people. They attach importance to the construction of high-level natural and cultural scenic spots, high-star hotels and resorts, tourism festivals and cultural projects, and also attach importance to the improvement of tourism infrastructure and the convenience of public services. They attach importance to the positive role of the government in tourism development planning, top-level design and guiding investment, and also attach importance to the decisive role of the market mechanism in resource allocation, emphasizing the joint consultation, construction and sharing of various market entities, social institutions and community residents. They value tourists' consumption needs and the basic laws of the tourism market, but they will not simply cater to the market and attract attention with a humble and pleasing attitude and sensational innovation. The development experience of inbound tourism in the last 20 years of the last century and mass tourism in the first 20 years of the new century shows that urban tourism can only take a path of connotative sustainable development when and only when the pace of tourism development is coordinated with the process of urban economic and social development. On the contrary, those who, in the name of tourist cities, put tourism in a position of being everywhere, all the time and omnipotent, rely on the strong promotion of the government to work hard and fast, and think that they can attract tourists and investment with a few shocking plans, will only end up with a mess. There are first-tier and quasi-first-tier cities such as Shanghai, Hangzhou, Suzhou, and Ningbo. Together with metropolises such as Beijing, Guangzhou, Shenzhen, Chengdu, Chongqing, Wuhan, and Hong Kong, they constitute a beautiful landscape in the process of urbanization development in my country, and I like them very much. International metropolises and the achievements of socialist modernization construction they represent carry the Chinese dream of the great rejuvenation of the Chinese nation and the happiness of the people. Shanghai has just selected six major cultural and tourism landmarks, including the warmest life show belt - Yangpu Riverside, the most fashionable tourist route - China International Import Expo venue, the coolest sky bookstore - Duoyun Academy, etc., all pointing to the tangible and perceptible contemporary life scenes. Hangzhou, on the basis of the ten scenes of West Lake, also released the "Ten Scenes of Digital Economy Tourism" last month, including Robot Town, Yunqi Town, Turing Town, etc. I heard that they are still looking for the new ten scenes of "Hangzhou Life". I wonder if there are Alibaba's Dharma Hall, Zhijiang State Key Laboratory and World Tourism Museum, Liangzhu Ruins, Xixi Wetland, Tangqi Ancient Town and Grandma's Home. Putting aside these concrete "planting grass" and "punching" places, international metropolises attract business people from all over the world with globalized financial, trade, logistics centers, digitalization and advanced manufacturing. Business travelers are not just three-point lines from the airport to the hotel to the conference room as we imagine, nor are they just negotiations and banquets. They will also take care of their lives carefully and experience the texture and tonality of foreign countries. From theaters to vegetable markets, they may be places where they linger. An international metropolis with diverse cultures and heterogeneity is more likely to nourish and accommodate cultural and artistic innovation. We can see equestrian performances in costumes by the Huangpu River, go to the contemporary art exhibition in Zhuantang, Hangzhou, to see what is in "a villa and a temple", listen to the classic "Butterfly Lovers" and "Dream of Red Mansions" by the Xiaobaihua Yue Opera Troupe, and listen to the original "Amei" by the Rainbow Chamber Choir. The image of urban tourism in the future may no longer be a rustic label such as "Best Tourist City" or "Leisure Capital" given to you by an authoritative organization, nor a landmark or a route to plant grass, but a texture that connects history and the future, and is also the sexiness of living in the present. Dear leaders and comrades, I hope that the urban tourism planning of a well-off society can be more humble, with less rationality and knowledge in practice, and more sensibility and common sense. The history of urban evolution tells us that humans first built cities for military defense, economic development and consolidation of ruling centers. In August 1933, the fourth meeting of the International Council of Modern Architecture (CIAM) adopted the "Outline of Urban Planning". Ten years later, French architect Le Corbusier perfected it into the "Athens Charter", which listed recreation as one of the four major goals of urban planning, along with residence, work and transportation. The recreation mentioned here is more about the perspective of citizens' leisure. From public green spaces, community parks, cultural centers, to urban parks, suburban parks, theme parks, national parks, national cultural parks, and even world natural and cultural heritage sites, this is a process of continuous expansion of citizens' recreational life in space, and also a process of mutual promotion and natural evolution of leisure in the sense of space and tourism in the sense of time. This reminds me of the "differential pattern" of traditional Chinese culture and Hayek's "The Extended Order", both of which emphasize the complex structure of human social growth, which is always between instinct and rationality, making the evolution of civilization, including cities, possible. However, the numerous urban tourism research results, development plans and project planning today seem to have theories and technologies, but they are intentionally or unintentionally alienated from common sense and even from the life scenes of fireworks. If the theory is only praised by a small circle, and if the plan cannot be understood, felt and recognized by the public, how can it be implemented and continue to develop? On the contrary, as long as the theory comes from practice, as long as development is for the people's cultural rights and tourism rights, and as long as development relies closely on the people, urban tourism can answer the question of the times of building a well-off society in an all-round way. Cities in economically underdeveloped and underdeveloped tourism areas cannot make industrial leaps forward right away due to the weak consumption base and the lack of creative, investment and operation talents, especially those plans that look beautiful but cannot be implemented. Perhaps influenced by film and television dramas and media propaganda, many places like to build landmark buildings such as the Golden Gate Bridge, the London Eye, the Eiffel Tower, the Dubai Tower, or cultural projects such as the National Grand Theater, and like to introduce large projects such as Disney and Universal Studios. It is not that it cannot be built, but it must be adapted to the city's economic strength and social development stage, such as Shanghai Pudong, Chongqing Liangjiang, Guangzhou "Slim Waist", Beijing "China Bottle", etc. For most cities, the focus at this stage should be on the growing and changing public cultural needs of the general public. The locations of cultural centers, libraries, museums, and science and technology museums should be convenient, the projects should be down-to-earth, and the content should make community residents feel a sense of gain. "People-centered", "people's standpoint", and "people's sense of gain" are words and topics that General Secretary Xi Jinping often mentions. We carry out basic construction and social construction, develop cultural undertakings, cultural industries, and tourism, not only to develop productivity, but also for the all-round development of people. The all-round development of people is the highest value pursuit and lofty ideal of Marxism. The pursuit of the all-round development of people is the highest ideal goal that we Communists have always pursued. On November 15, 2012, General Secretary Xi Jinping said in response to reporters' questions, "Our people love life and look forward to better education, more stable jobs, more satisfactory income, more reliable social security, higher-level medical and health services, more comfortable living conditions, and a more beautiful environment. They hope that their children can grow up better, work better, and live better. The people's yearning for a better life is our goal." The China Tourism Academy is working with the Anhui Provincial Department of Culture and Tourism to study the province's "14th Five-Year Plan" tourism development plan. One of the key contents is how to promote the construction of tourist destinations in northern Anhui cities such as Fuyang, Bozhou, Suzhou, and Bengbu, so as to promote the balanced development of the province's tourism industry. I told my comrades in the research team that we cannot talk about tourism, but we must adhere to the people-centered development concept and do a good job in this big article shared by hosts and guests. Focusing on the leisure and entertainment needs of urban and rural residents, we should plan and build local leisure spaces, improve public culture, and let urban and rural residents have fun and afford it, and the market foundation of urban tourism will gradually mature. With leisure space and cultural consumption content, the sense of happiness of life and urban and rural residents can be effectively improved. Even if a city has more so-called tourism resources and historical traditions, if local citizens do not have a sense of gain and identity, it is impossible to become a first-class tourist destination. When conducting research, discussions and lectures in various places, I often told local leaders that above the landscape is life, and after leisure is tourism. The purpose and means are not confused, and the goal and process cannot be reversed. With the increase of leisure consumption of local residents, tourism investment and project construction will have a high-frequency consumption basis. When the construction of tourist destinations reaches a certain level, it will feed back to the leisure life of citizens, and a new space for a better life shared by hosts and guests will slowly unfold before us. At present, in some cities and towns, the cultural rights and leisure needs of local residents have not been fully guaranteed. They want to exchange resources for the market and carry out large tourism projects worth tens of billions or tens of billions at every turn. This is contrary to objective laws and will suffer losses. Comrades and friends, I hope that urban tourism in a well-off society will actively connect with the construction of national central cities and regional hub cities, lead the integrated development of culture and tourism, promote the high-quality development of the tourism industry, and support the strategy of building a strong tourism country. National central cities are cities with strategic leadership and large regional radiation functions in the national urban system in terms of politics, economy, society, culture and international exchanges. At present, nine cities, including Beijing, Tianjin, Shanghai, Guangzhou, Chongqing, Chengdu, Wuhan, Zhengzhou and Xi'an, have been approved to build national central cities through the State Council documents such as the National Urban System Plan (2006-2020), the Guanzhong Plain Urban Agglomeration Development Plan, the Chengdu-Chongqing Urban Agglomeration Development Plan and the 13th Five-Year Plan for Promoting the Rise of the Central Region. With the victory of building a moderately prosperous society in all respects and the decisive battle to overcome poverty, national central cities, metropolitan areas and urban agglomerations will play a more important role and exert a more important force in improving the quality of people's lives, promoting public cultural equality and promoting high-quality development of the tourism industry. During the National Day and Mid-Autumn Festival holidays that just passed, the average travel distance of tourists in the first four days was 222 kilometers, and the average recreational radius at the destination was 14.6 kilometers. Without the support of the aviation port, high-speed railway and highway network, such a long-distance trip would be impossible. The preliminary research conclusions show that the leisure and vacation attributes of national travel are further enhanced, and the cultural and leisure supply strength of central cities is further polarized. With the establishment of a well-off society and the development of new urbanization, the role of cities as tourist source, destination, transit and distribution centers will be further highlighted as infrastructure, public services and business environment are improved, and tourism elements will be further accumulated. In this sense, if urban tourism is well developed, the key to regional tourism development and industrial competitiveness will be grasped. On the basis of spatial planning, productivity layout and project construction, the construction of tourist destinations and the improvement of tourism economic systems in central cities should be guided by art and supported by science and technology to cultivate a new space for a better life shared by hosts and guests. From a global perspective, metropolises such as London, Paris, Rome, Berlin, Amsterdam, New York, Tokyo, Singapore and Hong Kong have become world-class urban tourist destinations and consumption centers largely because they have first-class cultural institutions and art performance groups. Whether it is the British Museum, the Louvre, the Guggenheim Museum, the Philharmonic Orchestra, fashion trend releases, architectural biennials, film festivals, including scientific conferences in the fields of physics, chemistry, biology and astronomy and education for international students, they are all exploring the future possibilities of human civilization development while inheriting historical culture. From the perspective of modern Chinese history, Nanjing proposed the internationalized urban construction idea of ​​"ruralization, art and science" as early as 1928. As the "first city in modern China to adopt comprehensive zoning planning in accordance with international standards", although Nanjing's planning scheme has not been implemented, its urban planning and development concept are still worth learning from. "Ruralization" means pastoralization, focusing on the interweaving of industrial and commercial layout with agricultural layout. The space cannot be filled up, and there must be a certain amount of blank space; "artisticization" emphasizes that urban construction should reflect the traditional art of the Chinese nation, and Chinese cities should have Chinese flavor; and "scientificization" is to learn from the experience of scientific planning cities in the West before, and use modern construction materials and construction methods to complete urban renewal. In fact, in addition to hardware such as spatial planning, transportation network and productivity layout, public culture such as libraries, museums, and cultural centers, cultural spaces such as theaters, cinemas, and bookstores, as well as commercial environments such as restaurants, cafes, beauty shops, and shopping stores, and the urban tastes and tonality they carry are also the underlying components of urban tourism. It is from this basic point of view that when I and the research team of China Tourism Academy launched the major national philosophy and social science project "Research on the Innovation of the System and Mechanism of the Integrated Development of Culture and Tourism", we conducted a special, systematic and in-depth study on the role of culture, news and publicity systems in the construction, promotion and renewal of tourism image. The study shows that in the process of building the tourism image of cities and countries, the role played by culture, art, sports, administrative agencies and their activities is much greater and more lasting than that of the tourism department. For this reason, we hope to regularly study the construction of major projects of subject image, publicity and promotion, and cultural and tourism integration at the level of party committees and governments, and form a mechanism. Of course, as a professional institution, the tourism system must also be aware of and have the ability to put forward professional opinions and suggestions. The tourism development of central cities cannot be separated from the support of historical and cultural cities, sub-central cities and theme towns in the metropolitan area. According to the Zhengzhou Metropolitan Area Transportation Integration Development Plan (2020-2035), a world-class "urban area on track" will be created through intercity railways such as the airport to the high-speed railway station, the Zhengkai intercity extension line, the Zhengxu urban rail, the Puwei, Xuxin, Lanyuan, Yantai and other highways, as well as the Guankai Science Avenue and Yanhuang Expressway and other projects. The convenience of access will further highlight the economies of scale, density and synergy of public cultural and tourism consumption. Cost projects such as the Grand Theater and the Cultural Center will achieve a break-even point because more people share them, and even bring more sustainable profits. The expansion of the localized consumption base of the city provides a realistic possibility for the introduction of large theme parks such as Disney, Universal Studios, and Safari Park, as well as the research, development, construction and operation of local large-scale cultural and leisure projects. From a global perspective, except for Las Vegas, which is supported by the gambling industry, it is almost impossible for cities with low population density, remote geographical location and weak economic vitality to become world-class tourist destinations. In this sense, population is the actual competitiveness of tourist destination construction. Only the expansion of urban scale and the enhancement of economic vitality can promote the net inflow of high-quality population, especially young people. A city where young people enter and gather can have endless cultural creativity. I have participated in the World Tourism City Mayor Forum held in Zhengzhou over the years. Each tourism promotion is mainly based on traditional culture such as Shaolin Kung Fu and Henan Opera, and the exhibition is mainly based on intangible cultural heritage. Until one day I saw street dance on the stage. Dozens of young people were on the stage, in the venue, and around us, enjoying the trend of music. They were sunny, handsome, and vigorous. I looked at them with joy, looking at the infinite vitality and future. Tourism is a beautiful life in a foreign country. People come to a city from thousands of miles away. How can we only let them recall the past prosperity? Let them feel the beauty of real life and the warmth within reach! In this sense, the development of urban tourism must be careful to remember the past and inherit civilization, but also to face the future and create culture. The development of tourism in central cities is inseparable from the active actions of central towns in counties within the jurisdiction. Contemporary tourism points out that in addition to cities, there are also villages. In fact, rural tourism is in a period of rapid development. In addition to urban residents going to the countryside, there are also rural residents moving to the city, that is, the vast rural population has begun to become an emerging force in the tourism consumption market. During this holiday of National Day and Mid-Autumn Festival, we see more and more rural residents traveling by car, and even traveling to Xinjiang. Of course, it is still in the early stages of development, and short-distance tourism and local leisure are still the mainstream. As the connection point between modern cities and traditional villages, county towns and central towns play an irreplaceable and key role in the spatial layout of national tourism development and industrial upgrading. In this era, some county tourism development explorations and innovative practices with national significance are worthy of our attention. Last month, I conducted research in Fuyang and Bozhou, two cities in Anhui. The Changguan Acrobatics Town, Grimm's Fairy Tale Theme Park and Magic Zoo in Linquan, the county with the largest population, Tianjing Palace and Yimen Ancient Town in Woyang County, Kangmei Chinese Medicine City, Hua Tuo Baicao Garden, Gujing Wuji Wine Cellar and other projects in Bozhou City all left a deep impression on me. According to the so-called international standards or experts, some projects may not be sophisticated or fashionable enough, but for the 1.7 million urban and rural residents of the county and the hundreds of millions of people in the surrounding provinces and cities, a few dozen yuan ticket is enough for a half-day of fun. When exchanging views with local leaders, I said that the development of tourism cannot only focus on mountains, rivers and cultural heritage, but also on the local population advantages, otherwise it will come to the wrong conclusion that "the plains have no resources for tourism development". Don't invite first-class experts to plan and guide at every turn, but adapt to the actual needs of local economic, social, cultural and tourism development, and give full play to the enthusiasm of grassroots cadres and the creativity of local entrepreneurs. We must adapt to local conditions and the times, instead of always engaging in small circles of "Twenty-eight and a Half Bolsheviks". Sometimes, those projects that seem to grow wildly are the most vital. It's easy to extinguish the spark of creation when you start with this theory and that law. Dear leaders and comrades, I hope that the development concept of urban tourism in a well-off society can be more inclusive. While meeting the quality demands of high-end customers, we should make every effort to pay attention to the cultural rights and tourism rights of the majority of people, including local citizens and migrant workers, as well as those with physical and mental disabilities. With the comprehensive construction of a well-off society, the importance of spiritual life and cultural consumption in the all-round development of people will surely rise further and become an important symbol of national consumption upgrading. As an important way to meet people's yearning for a better life and enrich tourists' in-depth experience, cultural consumption continues to provide new momentum for the high-quality development of the tourism industry. According to the "National Cultural Consumption Data Report for the First Half of 2019" released by the China Tourism Academy, more than 90% of the respondents said that cultural consumption is more important than material consumption such as food, clothing, housing and transportation, or is equally important. This means that reading, recitation, film and television, opera, music, dance, even drinking coffee, visiting museums, playing e-sports, and other things that are "not for food" in the eyes of the older generation have become rigid needs in the daily life of the people. The survey shows that more than 80% of the respondents participated in and experienced local cultural activities when traveling abroad. This means that public cultural construction and cultural industry innovation can greatly enhance the competitiveness of urban tourism, and can also effectively enrich tourism projects, products and service systems. During this year's epidemic, a message from a migrant worker from Hubei Province in Dongguan Library went viral: I have been in Dongguan for 17 years, and I have been reading books in the library for 12 years... This year's epidemic has caused many industries to close down, and migrant workers have nothing to do, so they chose to return home. Thinking of my life over the years, the best place is the library... Knowing Dongguan, knowing migrant workers. The official Weibo of Dongguan Library then forwarded the original picture, saying "We are always here, waiting for you to come again." With the help of the human resources and social security department, the migrant worker who insisted on reading got a new job and can continue to read in the library. In my opinion, such warm cultural interaction and online communication are far better than those city promotional videos that are obviously built with huge funds: a city that attaches so much importance to the cultural life of migrant workers is the meaning of an inclusive and shared world tourism destination. Tourism is a long-lasting way of life for mankind, a basic right for the elderly, the disabled and those with language barriers, and a common responsibility for the government, society and enterprises. Although there are more than 200 million elderly people and more than 80 million disabled people in my country, their voices are rarely heard on Internet social platforms and tourism industry media. Compared with the "new generation" who grew up in the Internet and smartphone environment, they have long been lingering on the edge of "go-anywhere" smart tourism and "zero-negative group fees" inferior tourism. Many times, it is not that they are unwilling, but that they are unable to enjoy the modern technologies such as 5G, TOT, and AI. For many retired elderly people, traveling is just a few more opportunities to socialize and communicate with their peers in the suburbs. For the elders and brothers living in the countryside, traveling may just be a day of going to the city to see the excitement. Whether it is self-driving or whether there is mobile Internet to post on WeChat Moments is not that important. Their needs may not be so high-end, and they may not represent the future, but they are the majority of my country's more than 6 billion tourists. In the upcoming era of well-off tourism, no one can be missing. During the epidemic, ubiquitous digitalization has become a basic skill for people to live at home and travel. The parents who are "on the road" on the Internet platform are always questioning our souls that are moving forward quickly. Is a tourism economic system that only pays attention to the joys and sorrows of young people the whole of well-off tourism? Last week, there was a noteworthy news in the CCTV News Network. The National Health Commission announced a work plan, requiring grassroots institutions to regularly conduct cognitive function assessments on the elderly. This is a good example of following good advice, and it is also a concrete implementation of the people-centered development concept. From a realistic point of view, such news is not too much, but too little. A city that cannot lead the future development direction in terms of concept cannot become a world-class tourist city. A city that cannot make breakthrough progress in the integrated development of culture and tourism cannot become a tourist city with strong international competitiveness. A city that cannot make the people feel a sense of participation and gain cannot become a tourist city that carries national rejuvenation and people's happiness. Under the guidance of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, let us adhere to the people-centered approach, innovation-driven development, integrated development, and diversified and inclusive growth. Let us systematically plan strategic measures for the integrated development of cultural undertakings, cultural industries, and tourism and for building a strong tourism nation during the 14th Five-Year Plan period, and strive to comprehensively promote the high-quality development of urban tourism in a moderately prosperous society.Dear leaders and comrades, Cities are important tourist sources, transit and distribution centers, as well as independent tourist destinations. They play an irreplaceable and key role in promoting the integrated development of culture and tourism, promoting the high-quality development of the tourism industry and the strategy of building a strong tourism country, and are playing an increasingly important and positive role. According to the China Tourism Research and Statistics Survey, in 2019, the number of urban residents traveling was 4.47 billion, and the travel expenses were 4.75 trillion yuan, accounting for 74.4% of the total domestic travel and 83.6% of the total tourism revenue, and the growth rate was 0.4 and 1.5 percentage points higher than that of rural residents, respectively. In 2019, the number of urban tourists (excluding urban leisure within 10 kilometers) was 3.65 billion, equivalent to 60.7% of the number of domestic tourists in the same period. Even for rural tourism, its recreational space is mostly attached to the city. From January to August 2020, the number of rural tourists with a travel distance of 10-50 kilometers accounted for 61.2% of the total. With the decisive battle to win the battle against poverty and the realization of the strategic goal of building a moderately prosperous society in all respects, it is undoubtedly of great theoretical significance and practical value to think about the development concept of urban tourism in the new era and plan the urban tourism development strategy during the "14th Five-Year Plan" and longer periods. I hope that the pace of urban tourism in a moderately prosperous society can be calmer, and only by going steadily can we go far. Listen more to the voices of the people who were born, raised, and lived here for generations. After all, they are the masters of this human space. Whether it is for work travel or vacation and leisure, I like to go to Jiangnan, especially the Yangtze River Delta. There are many famous towns and villages that still maintain their traditional charm in the process of modernization, such as Xitang, Qingpu, Luzhi, Zhouzhuang, Wuzhen, etc. I like them very much. Where there are beautiful mountains and clear waters, where there are cultural gatherings, there are prosperous memories, and there is also a happy today. For hundreds of thousands of years, there has been a history of growth and progress that has never been interrupted. The government will not change its existing development model because of the tourism industry, nor will it force residents to relocate. Residents will not change their established lifestyles in order to attract tourists. Whether tourists come or not, the town is there, which is what I often say, "Human connection is the best travel" and "The world is the warmest, and ordinary life is for visitors". From a global perspective, there are many such towns, such as Giethoorn in the Netherlands, Provence in France, Cinque Terre in Italy, Kinu River in Japan, and Tiger Beach in Argentina. It is precisely because of this calm and steady persistence that the residents do not leave and tourists often visit. They know deeply that it may be the natural scenery and historical culture that attract tourists, but it is the lifestyle of local residents that determines the tourists' experience and satisfaction. If the human atmosphere here fades because of tourism, and even the indigenous people move out to new homes, and the foreign merchants turn the original houses into shops, just like Lijiang, where "one meter of sunshine" is everywhere and the emerald phoenix can be seen everywhere, it will eventually be abandoned by tourists in the new era. There are many famous historical and cultural cities there, such as Wenzhou, Taizhou, Shaoxing, Jiaxing, Yangzhou, Suzhou, Wuxi, Huai'an, Zhenjiang, etc. They are scattered all over the country, helping each other and sharing prosperity. I like them very much. These medium-sized cities with cultural heritage, economic vitality and convenient transportation are beautiful living spaces suitable for living, business and culture, regardless of geographical scale or population density. From the development plans and social consensus of local party committees and governments in recent years, a prominent feeling is that on the basis of paying attention to the sustainable development of the economy and society, they attach importance to cultural construction and tourism development. Unlike the central and western regions, the driving force of cultural construction and tourism development in these cities is endogenous, embedded in the economic and social development system, and guided by the cultural rights and interests of citizens and the tourism rights of the people. They attach importance to the construction of high-level natural and cultural scenic spots, high-star hotels and resorts, tourism festivals and cultural projects, and also attach importance to the improvement of tourism infrastructure and the convenience of public services. They attach importance to the positive role of the government in tourism development planning, top-level design and guiding investment, and also attach importance to the decisive role of the market mechanism in resource allocation, emphasizing the joint consultation, construction and sharing of various market entities, social institutions and community residents. They value tourists' consumption needs and the basic laws of the tourism market, but they will not simply cater to the market and attract attention with a humble and pleasing attitude and sensational innovation. The development experience of inbound tourism in the last 20 years of the last century and mass tourism in the first 20 years of the new century shows that urban tourism can only take a path of connotative sustainable development when and only when the pace of tourism development is coordinated with the process of urban economic and social development. On the contrary, those who, in the name of tourist cities, put tourism in a position of being everywhere, all the time and omnipotent, rely on the strong promotion of the government to work hard and fast, and think that they can attract tourists and investment with a few shocking plans, will only end up with a mess. There are first-tier and quasi-first-tier cities such as Shanghai, Hangzhou, Suzhou, and Ningbo. Together with metropolises such as Beijing, Guangzhou, Shenzhen, Chengdu, Chongqing, Wuhan, and Hong Kong, they constitute a beautiful landscape in the process of urbanization development in my country, and I like them very much. International metropolises and the achievements of socialist modernization construction they represent carry the Chinese dream of the great rejuvenation of the Chinese nation and the happiness of the people. Shanghai has just selected six major cultural and tourism landmarks, including the warmest life show belt - Yangpu Riverside, the most fashionable tourist route - China International Import Expo venue, the coolest sky bookstore - Duoyun Academy, etc., all pointing to the tangible and perceptible contemporary life scenes. Hangzhou, on the basis of the ten scenes of West Lake, also released the "Ten Scenes of Digital Economy Tourism" last month, including Robot Town, Yunqi Town, Turing Town, etc. I heard that they are still looking for the new ten scenes of "Hangzhou Life". I wonder if there are Alibaba's Dharma Hall, Zhijiang State Key Laboratory and World Tourism Museum, Liangzhu Ruins, Xixi Wetland, Tangqi Ancient Town and Grandma's Home. Putting aside these concrete "planting grass" and "punching" places, international metropolises attract business people from all over the world with globalized financial, trade, logistics centers, digitalization and advanced manufacturing. Business travelers are not just three-point lines from the airport to the hotel to the conference room as we imagine, nor are they just negotiations and banquets. They will also take care of their lives carefully and experience the texture and tonality of foreign countries. From theaters to vegetable markets, they may be places where they linger. An international metropolis with diverse cultures and heterogeneity is more likely to nourish and accommodate cultural and artistic innovation. We can see equestrian performances in costumes by the Huangpu River, go to the contemporary art exhibition in Zhuantang, Hangzhou, to see what is in "a villa and a temple", listen to the classic "Butterfly Lovers" and "Dream of Red Mansions" by the Xiaobaihua Yue Opera Troupe, and listen to the original "Amei" by the Rainbow Chamber Choir. The image of urban tourism in the future may no longer be a rustic label such as "Best Tourist City" or "Leisure Capital" given to you by an authoritative organization, nor a landmark or a route to plant grass, but a texture that connects history and the future, and is also the sexiness of living in the present. Dear leaders and comrades, I hope that the urban tourism planning of a well-off society can be more humble, with less rationality and knowledge in practice, and more sensibility and common sense. The history of urban evolution tells us that humans first built cities for military defense, economic development and consolidation of ruling centers. In August 1933, the fourth meeting of the International Council of Modern Architecture (CIAM) adopted the "Outline of Urban Planning". Ten years later, French architect Le Corbusier perfected it into the "Athens Charter", which listed recreation as one of the four major goals of urban planning, along with residence, work and transportation. The recreation mentioned here is more about the perspective of citizens' leisure. From public green spaces, community parks, cultural centers, to urban parks, suburban parks, theme parks, national parks, national cultural parks, and even world natural and cultural heritage sites, this is a process of continuous expansion of citizens' recreational life in space, and also a process of mutual promotion and natural evolution of leisure in the sense of space and tourism in the sense of time. This reminds me of the "differential pattern" of traditional Chinese culture and Hayek's "The Extended Order", both of which emphasize the complex structure of human social growth, which is always between instinct and rationality, making the evolution of civilization, including cities, possible. However, the numerous urban tourism research results, development plans and project planning today seem to have theories and technologies, but they are intentionally or unintentionally alienated from common sense and even from the life scenes of fireworks. If the theory is only praised by a small circle, and if the plan cannot be understood, felt and recognized by the public, how can it be implemented and continue to develop? On the contrary, as long as the theory comes from practice, as long as development is for the people's cultural rights and tourism rights, and as long as development relies closely on the people, urban tourism can answer the question of the times of building a well-off society in an all-round way. Cities in economically underdeveloped and underdeveloped tourism areas cannot make industrial leaps forward right away due to the weak consumption base and the lack of creative, investment and operation talents, especially those plans that look beautiful but cannot be implemented. Perhaps influenced by film and television dramas and media propaganda, many places like to build landmark buildings such as the Golden Gate Bridge, the London Eye, the Eiffel Tower, the Dubai Tower, or cultural projects such as the National Grand Theater, and like to introduce large projects such as Disney and Universal Studios. It is not that it cannot be built, but it must be adapted to the city's economic strength and social development stage, such as Shanghai Pudong, Chongqing Liangjiang, Guangzhou "Slim Waist", Beijing "China Bottle", etc. For most cities, the focus at this stage should be on the growing and changing public cultural needs of the general public. The locations of cultural centers, libraries, museums, and science and technology museums should be convenient, the projects should be down-to-earth, and the content should make community residents feel a sense of gain. "People-centered", "people's standpoint", and "people's sense of gain" are words and topics that General Secretary Xi Jinping often mentions. We carry out basic construction and social construction, develop cultural undertakings, cultural industries, and tourism, not only to develop productivity, but also for the all-round development of people. The all-round development of people is the highest value pursuit and lofty ideal of Marxism. The pursuit of the all-round development of people is the highest ideal goal that we Communists have always pursued. On November 15, 2012, General Secretary Xi Jinping said in response to reporters' questions, "Our people love life and look forward to better education, more stable jobs, more satisfactory income, more reliable social security, higher-level medical and health services, more comfortable living conditions, and a more beautiful environment. They hope that their children can grow up better, work better, and live better. The people's yearning for a better life is our goal." The China Tourism Academy is working with the Anhui Provincial Department of Culture and Tourism to study the province's "14th Five-Year Plan" tourism development plan. One of the key contents is how to promote the construction of tourist destinations in northern Anhui cities such as Fuyang, Bozhou, Suzhou, and Bengbu, so as to promote the balanced development of the province's tourism industry. I told my comrades in the research team that we cannot talk about tourism, but we must adhere to the people-centered development concept and do a good job in this big article shared by hosts and guests. Focusing on the leisure and entertainment needs of urban and rural residents, we should plan and build local leisure spaces, improve public culture, and let urban and rural residents have fun and afford it, and the market foundation of urban tourism will gradually mature. With leisure space and cultural consumption content, the sense of happiness of life and urban and rural residents can be effectively improved. Even if a city has more so-called tourism resources and historical traditions, if local citizens do not have a sense of gain and identity, it is impossible to become a first-class tourist destination. When conducting research, discussions and lectures in various places, I often told local leaders that above the landscape is life, and after leisure is tourism. The purpose and means are not confused, and the goal and process cannot be reversed. With the increase of leisure consumption of local residents, tourism investment and project construction will have a high-frequency consumption basis. When the construction of tourist destinations reaches a certain level, it will feed back to the leisure life of citizens, and a new space for a better life shared by hosts and guests will slowly unfold before us. At present, in some cities and towns, the cultural rights and leisure needs of local residents have not been fully guaranteed. They want to exchange resources for the market and carry out large tourism projects worth tens of billions or tens of billions at every turn. This is contrary to objective laws and will suffer losses. Comrades and friends, I hope that urban tourism in a well-off society will actively connect with the construction of national central cities and regional hub cities, lead the integrated development of culture and tourism, promote the high-quality development of the tourism industry, and support the strategy of building a strong tourism country. National central cities are cities with strategic leadership and large regional radiation functions in the national urban system in terms of politics, economy, society, culture and international exchanges. At present, nine cities, including Beijing, Tianjin, Shanghai, Guangzhou, Chongqing, Chengdu, Wuhan, Zhengzhou and Xi'an, have been approved to build national central cities through the State Council documents such as the National Urban System Plan (2006-2020), the Guanzhong Plain Urban Agglomeration Development Plan, the Chengdu-Chongqing Urban Agglomeration Development Plan and the 13th Five-Year Plan for Promoting the Rise of the Central Region. With the victory of building a moderately prosperous society in all respects and the decisive battle to overcome poverty, national central cities, metropolitan areas and urban agglomerations will play a more important role and exert a more important force in improving the quality of people's lives, promoting public cultural equality and promoting high-quality development of the tourism industry. During the National Day and Mid-Autumn Festival holidays that just passed, the average travel distance of tourists in the first four days was 222 kilometers, and the average recreational radius at the destination was 14.6 kilometers. Without the support of the aviation port, high-speed railway and highway network, such a long-distance trip would be impossible. The preliminary research conclusions show that the leisure and vacation attributes of national travel are further enhanced, and the cultural and leisure supply strength of central cities is further polarized. With the establishment of a well-off society and the development of new urbanization, the role of cities as tourist source, destination, transit and distribution centers will be further highlighted as infrastructure, public services and business environment are improved, and tourism elements will be further accumulated. In this sense, if urban tourism is well developed, the key to regional tourism development and industrial competitiveness will be grasped. On the basis of spatial planning, productivity layout and project construction, the construction of tourist destinations and the improvement of tourism economic systems in central cities should be guided by art and supported by science and technology to cultivate a new space for a better life shared by hosts and guests. From a global perspective, metropolises such as London, Paris, Rome, Berlin, Amsterdam, New York, Tokyo, Singapore and Hong Kong have become world-class urban tourist destinations and consumption centers largely because they have first-class cultural institutions and art performance groups. Whether it is the British Museum, the Louvre, the Guggenheim Museum, the Philharmonic Orchestra, fashion trend releases, architectural biennials, film festivals, including scientific conferences in the fields of physics, chemistry, biology and astronomy and education for international students, they are all exploring the future possibilities of human civilization development while inheriting historical culture. From the perspective of modern Chinese history, Nanjing proposed the internationalized urban construction idea of ​​"ruralization, art and science" as early as 1928. As the "first city in modern China to adopt comprehensive zoning planning in accordance with international standards", although Nanjing's planning scheme has not been implemented, its urban planning and development concept are still worth learning from. "Ruralization" means pastoralization, focusing on the interweaving of industrial and commercial layout with agricultural layout. The space cannot be filled up, and there must be a certain amount of blank space; "artisticization" emphasizes that urban construction should reflect the traditional art of the Chinese nation, and Chinese cities should have Chinese flavor; and "scientificization" is to learn from the experience of scientific planning cities in the West before, and use modern construction materials and construction methods to complete urban renewal. In fact, in addition to hardware such as spatial planning, transportation network and productivity layout, public culture such as libraries, museums, and cultural centers, cultural spaces such as theaters, cinemas, and bookstores, as well as commercial environments such as restaurants, cafes, beauty shops, and shopping stores, and the urban tastes and tonality they carry are also the underlying components of urban tourism. It is from this basic point of view that when I and the research team of China Tourism Academy launched the major national philosophy and social science project "Research on the Innovation of the System and Mechanism of the Integrated Development of Culture and Tourism", we conducted a special, systematic and in-depth study on the role of culture, news and publicity systems in the construction, promotion and renewal of tourism image. The study shows that in the process of building the tourism image of cities and countries, the role played by culture, art, sports, administrative agencies and their activities is much greater and more lasting than that of the tourism department. For this reason, we hope to regularly study the construction of major projects of subject image, publicity and promotion, and cultural and tourism integration at the level of party committees and governments, and form a mechanism. Of course, as a professional institution, the tourism system must also be aware of and have the ability to put forward professional opinions and suggestions. The tourism development of central cities cannot be separated from the support of historical and cultural cities, sub-central cities and theme towns in the metropolitan area. According to the Zhengzhou Metropolitan Area Transportation Integration Development Plan (2020-2035), a world-class "urban area on track" will be created through intercity railways such as the airport to the high-speed railway station, the Zhengkai intercity extension line, the Zhengxu urban rail, the Puwei, Xuxin, Lanyuan, Yantai and other highways, as well as the Guankai Science Avenue and Yanhuang Expressway and other projects. The convenience of access will further highlight the economies of scale, density and synergy of public cultural and tourism consumption. Cost projects such as the Grand Theater and the Cultural Center will achieve a break-even point because more people share them, and even bring more sustainable profits. The expansion of the localized consumption base of the city provides a realistic possibility for the introduction of large theme parks such as Disney, Universal Studios, and Safari Park, as well as the research, development, construction and operation of local large-scale cultural and leisure projects. From a global perspective, except for Las Vegas, which is supported by the gambling industry, it is almost impossible for cities with low population density, remote geographical location and weak economic vitality to become world-class tourist destinations. In this sense, population is the actual competitiveness of tourist destination construction. Only the expansion of urban scale and the enhancement of economic vitality can promote the net inflow of high-quality population, especially young people. A city where young people enter and gather can have endless cultural creativity. I have participated in the World Tourism City Mayor Forum held in Zhengzhou over the years. Each tourism promotion is mainly based on traditional culture such as Shaolin Kung Fu and Henan Opera, and the exhibition is mainly based on intangible cultural heritage. Until one day I saw street dance on the stage. Dozens of young people were on the stage, in the venue, and around us, enjoying the trend of music. They were sunny, handsome, and vigorous. I looked at them with joy, looking at the infinite vitality and future. Tourism is a beautiful life in a foreign country. People come to a city from thousands of miles away. How can we only let them recall the past prosperity? Let them feel the beauty of real life and the warmth within reach! In this sense, the development of urban tourism must be careful to remember the past and inherit civilization, but also to face the future and create culture. The development of tourism in central cities is inseparable from the active actions of central towns in counties within the jurisdiction. Contemporary tourism points out that in addition to cities, there are also villages. In fact, rural tourism is in a period of rapid development. In addition to urban residents going to the countryside, there are also rural residents moving to the city, that is, the vast rural population has begun to become an emerging force in the tourism consumption market. During this holiday of National Day and Mid-Autumn Festival, we see more and more rural residents traveling by car, and even traveling to Xinjiang. Of course, it is still in the early stages of development, and short-distance tourism and local leisure are still the mainstream. As the connection point between modern cities and traditional villages, county towns and central towns play an irreplaceable and key role in the spatial layout of national tourism development and industrial upgrading. In this era, some county tourism development explorations and innovative practices with national significance are worthy of our attention. Last month, I conducted research in Fuyang and Bozhou, two cities in Anhui. The Changguan Acrobatics Town, Grimm's Fairy Tale Theme Park and Magic Zoo in Linquan, the county with the largest population, Tianjing Palace and Yimen Ancient Town in Woyang County, Kangmei Chinese Medicine City, Hua Tuo Baicao Garden, Gujing Wuji Wine Cellar and other projects in Bozhou City all left a deep impression on me. According to the so-called international standards or experts, some projects may not be sophisticated or fashionable enough, but for the 1.7 million urban and rural residents of the county and the hundreds of millions of people in the surrounding provinces and cities, a few dozen yuan ticket is enough for a half-day of fun. When exchanging views with local leaders, I said that the development of tourism cannot only focus on mountains, rivers and cultural heritage, but also on the local population advantages, otherwise it will come to the wrong conclusion that "the plains have no resources for tourism development". Don't invite first-class experts to plan and guide at every turn, but adapt to the actual needs of local economic, social, cultural and tourism development, and give full play to the enthusiasm of grassroots cadres and the creativity of local entrepreneurs. We must adapt to local conditions and the times, instead of always engaging in small circles of "Twenty-eight and a Half Bolsheviks". Sometimes, those projects that seem to grow wildly are the most vital. It's easy to extinguish the spark of creation when you start with this theory and that law. Dear leaders and comrades, I hope that the development concept of urban tourism in a well-off society can be more inclusive. While meeting the quality demands of high-end customers, we should make every effort to pay attention to the cultural rights and tourism rights of the majority of people, including local citizens and migrant workers, as well as those with physical and mental disabilities. With the comprehensive construction of a well-off society, the importance of spiritual life and cultural consumption in the all-round development of people will surely rise further and become an important symbol of national consumption upgrading. As an important way to meet people's yearning for a better life and enrich tourists' in-depth experience, cultural consumption continues to provide new momentum for the high-quality development of the tourism industry. According to the "National Cultural Consumption Data Report for the First Half of 2019" released by the China Tourism Academy, more than 90% of the respondents said that cultural consumption is more important than material consumption such as food, clothing, housing and transportation, or is equally important. This means that reading, recitation, film and television, opera, music, dance, even drinking coffee, visiting museums, playing e-sports, and other things that are "not for food" in the eyes of the older generation have become rigid needs in the daily life of the people. The survey shows that more than 80% of the respondents participated in and experienced local cultural activities when traveling abroad. This means that public cultural construction and cultural industry innovation can greatly enhance the competitiveness of urban tourism, and can also effectively enrich tourism projects, products and service systems. During this year's epidemic, a message from a migrant worker from Hubei Province in Dongguan Library went viral: I have been in Dongguan for 17 years, and I have been reading books in the library for 12 years... This year's epidemic has caused many industries to close down, and migrant workers have nothing to do, so they chose to return home. Thinking of my life over the years, the best place is the library... Knowing Dongguan, knowing migrant workers. The official Weibo of Dongguan Library then forwarded the original picture, saying "We are always here, waiting for you to come again." With the help of the human resources and social security department, the migrant worker who insisted on reading got a new job and can continue to read in the library. In my opinion, such warm cultural interaction and online communication are far better than those city promotional videos that are obviously built with huge funds: a city that attaches so much importance to the cultural life of migrant workers is the meaning of an inclusive and shared world tourism destination. Tourism is a long-lasting way of life for mankind, a basic right for the elderly, the disabled and those with language barriers, and a common responsibility for the government, society and enterprises. Although there are more than 200 million elderly people and more than 80 million disabled people in my country, their voices are rarely heard on Internet social platforms and tourism industry media. Compared with the "new generation" who grew up in the Internet and smartphone environment, they have long been lingering on the edge of "go-anywhere" smart tourism and "zero-negative group fees" inferior tourism. Many times, it is not that they are unwilling, but that they are unable to enjoy the modern technologies such as 5G, TOT, and AI. For many retired elderly people, traveling is just a few more opportunities to socialize and communicate with their peers in the suburbs. For the elders and brothers living in the countryside, traveling may just be a day of going to the city to see the excitement. Whether it is self-driving or whether there is mobile Internet to post on WeChat Moments is not that important. Their needs may not be so high-end, and they may not represent the future, but they are the majority of my country's more than 6 billion tourists. In the upcoming era of well-off tourism, no one can be missing. During the epidemic, ubiquitous digitalization has become a basic skill for people to live at home and travel. The parents who are "on the road" on the Internet platform are always questioning our souls that are moving forward quickly. Is a tourism economic system that only pays attention to the joys and sorrows of young people the whole of well-off tourism? Last week, there was a noteworthy news in the CCTV News Network. The National Health Commission announced a work plan, requiring grassroots institutions to regularly conduct cognitive function assessments on the elderly. This is a good example of following good advice, and it is also a concrete implementation of the people-centered development concept. From a realistic point of view, such news is not too much, but too little. A city that cannot lead the future development direction in terms of concept cannot become a world-class tourist city. A city that cannot make breakthrough progress in the integrated development of culture and tourism cannot become a tourist city with strong international competitiveness. A city that cannot make the people feel a sense of participation and gain cannot become a tourist city that carries national rejuvenation and people's happiness. Under the guidance of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, let us adhere to the people-centered approach, innovation-driven development, integrated development, and diversified and inclusive growth. Let us systematically plan strategic measures for the integrated development of cultural undertakings, cultural industries, and tourism and for building a strong tourism nation during the 14th Five-Year Plan period, and strive to comprehensively promote the high-quality development of urban tourism in a moderately prosperous society.