The Butterfly Development Road of Characteristic Cultural Tourism——A Summary of the Integrated Development of Cultural Tourism in Gannan Prefecture

reporter Ma Baozhen

In northwestern China and southwestern Gansu Province, in the upper reaches of the Yellow River and the Yangtze River, which is fertile and thousands of miles away, and on the prestigious Tang-Fan Ancient Road on the South Silk Road, there is a magnificent ecological barrier in nine-color Gannan, gleaming. Shenghui's humanistic signboard.

Since the 18th National Congress of the Communist Party of China, Gannan Prefecture has insisted on focusing on scenic spots, online scenic spots, surface scenery, rural taste, urban quality, space planning, and overall coordination, so as to coordinate the promotion of epidemic prevention and control and cultural tourism. The high-quality development of the industry and the innovative creation of the "10,000,000,000" project not only ran out of the "five no Gannan" acceleration, showed the big signboard of "nine-color Gannan", but also let the people of all ethnic groups taste the sweetness , Let cultural tourism win the prize.

The transformation and upgrading of the tourism revolution

The tourism brand is shining with new colors

Here, there are Labrang Monastery, the "world's Tibetan school", the famous Zhaga Na scenic spot at home and abroad, and the "window of Qinghai-Tibet" that everyone yearns for. Tourists are a popular tourist destination.

Over the past ten years, Gannan has been catching up, and the development momentum has become stronger and stronger. Give full play to the planning and leading role of the "Gannan Prefecture Overall Tourism Development Master Plan (2018-2030)", and study and issue policy documents such as the "Implementation Plan for Gannan Prefecture to Innovate and Create Cultural Tourism "10,000,000,000 Project to Vigorously Promote Rural Revitalization", The popularity of cultural tourism is booming. The number of tourists and comprehensive income in the whole state have increased by double digits in recent years. The number of tourists has increased from 3.08 million in 2012 to 20 million in 2021; the comprehensive tourism income has increased from 1.3 billion in 2012. Yuan, increased to 10 billion yuan in 2021. According to the data provided by the Mafengwo Big Data Center, the Zagana Scenic Spot will continue to be popular in the first half of 2021, and the popularity of the scenic spot ranks first in the province. Driven by

's leadership, characteristic projects are becoming more and more prosperous. Our state has built a large number of cultural tourism benchmark villages and global tourism professional villages with high standards, built 1,903 ecologically civilized well-off villages, innovated and cultivated more than 3,000 high-quality homestays and star-rated farmhouses, and Zhuoni and Diebu were selected as "" 2021 China's Most Beautiful Countryside Top 100 Counties and Cities" list, Boyu, Gaxiu, Xianggao, Xie Xie, Gaoji Village and were selected into the "National Rural Tourism Key Village List", Laluhe Village Rural Tourism Development Path, Xie Xie Village Tourism The poverty alleviation case was selected as a typical case of the Ministry of Culture and Tourism, Dayugou won the title of the third "Gansu Characteristic Climate Town", and Gannan occupied 3 seats among the 100 "tourism poverty alleviation cases" released by the World Tourism Alliance from 2018 to 2020. Implementing the national A-level tourist attraction brand strategy, Langmusi , Gaxiu, Zhagana, Awancang have been promoted to national 4A-level tourist attractions, and there are 35 A-level scenic spots in the whole state. The scenic spot was selected as one of the "100 Red Tourism Routes of the 100th Anniversary of the Founding of the Party".

Gannan adheres to the combination of "going out" and "inviting in", integrates cultural tourism resources in the whole prefecture, produces cultural tourism promotional films and animation films, subscribes to mainstream media and online new media advertising, and goes to markets where domestic and foreign tourists originate to carry out cultural activities Tourism promotion and promotion, inviting top 100 travel agencies, well-known media and other on-site experience marketing. Amplify the effect of festival activities, hold a series of festival events such as Xianglang Festival, Jockey Club, Tug-of-War Festival, Couplet Cultural Festival, Self-driving Carnival, Guozhuang Dance Competition, Zeba Invitational Competition, etc., and carry out Xiangba on a regular basis. Pull the square Guozhuang dance performance, undertake "one meeting oneFestival" opening ceremony series activities to create eye-catching visual feasts, cultural events with rich connotations, and attractive tourism festivals, which are praised by the Ministry of Culture and Tourism as "people's festivals, people's events". Actively adapt to 5G, the new era of traffic Trends, "Ruyi Gansu" live broadcast incubation base of Internet celebrities settled in Yeliguan, "Extreme Challenge" Gannan was broadcast hotly, and activities such as "Fantastic Gannan Dou Fragrance", "Follow the headlines to visit Gannan", and "Shake in Beautiful Gannan" continued to make efforts. The new media publicity case of Gannan Culture and Tourism was selected as an excellent communication case of the 2021 "See China" Huge Engine Ecological Conference, which fully launched the theme image brand of "Global Tourism without Garbage, Nine Colors of Gannan Shambhala".

The 18th National Congress of the Party Since then, the Gannan prefecture party committee and state government have focused on the construction goals of "five ecology" and "ten environments" based on the actual situation of the state, and focused on the ecological function positioning, natural resource endowment and national folk culture characteristics of Gannan, and strived to create a green modernization of the Qinghai-Tibet Plateau. The historical opportunity of the pilot demonstration area, the national ecological civilization pilot demonstration area, and the national all-for-one tourism demonstration area has been called the "Nine Colors Gannan Shambhala" tourism brand in the whole country and the whole province, exploring the formation of a culture with the characteristics of the times and Gannan characteristics. The road to tourism development.

Cultural undertakings are flourishing

Literary and artistic boutiques, hundreds of flowers are blooming

After 1 year and 7 months of intense rehearsal, the large-scale epic musical " Dama Blossoms " will be held at Gannan Grand Theater on April 20, 2021 The first performance was successfully completed. The play is based on Zhang Xiaojuan, an outstanding national Communist Party member and former deputy director of the Zhouqu County Poverty Alleviation Office, and reproduced this hero of the era with "a love for the mulberry and eternal youth" in an innovative stage art form. The moving deeds of the role model. At the same time,

also uses Zhang Xiaojuan's deeds to reflect the magnificent picture of Gannan Prefecture in the process of building a well-off society in an all-round way and striving to complete the first centenary goal, showing the achievements of Gannan's poverty alleviation and building a well-off society in an all-round way. A great historical achievement, and an epic drastic change that has entered a new stage of modernization. In the past ten years, we have kept upright and innovated, and our literary and artistic creations have become more and more abundant. Adhere to the people-centered creative orientation, and encourage the creation of "In the Same Boat" and "Maggie" A series of songs and dances such as Ami, Gesang Medo, King Gesar, etc., carefully crafted the fine repertoire of Shambhala Covenant and Tibetan-Chinese Hand in Hand, String Dance and Flying Song, and Black Cuo Girl and other literary and artistic masterpieces, published and distributed the "Culture Gannan" series, "Nine Colors Gannan Culture Series" and other achievement monographs, "Lazikou·1935" red song and dance drama shocking premiere, Nanmu Te Tibetan Opera " Tang Dongjiebu " Selected for the 6th National Ethnic Minority Art Performance and won the Outstanding Play Award, the musical "Dama Blossoms" was selected for the excellent stage art work of the Central Propaganda Department to celebrate the 100th anniversary of the founding of the Communist Party of China. Participating works won the 6th Gansu Drama Red Plum Award The competition repertoire award and the 10th Gansu Province "Dunhuang Literature and Art Award", " Shengshi Guozhuang " won the first prize of the "Pomegranate Cup" Provincial Ethnic Minority Art Show. Build a platform for cultural activities, undertake cultural and artistic performances in Gannan Prefecture to celebrate the 100th anniversary of the founding of the Communist Party of China, and promote the normalization of the themed practice activities of "Our Chinese Dream" and "Go Deep into Life and Rooted in the People", which has effectively enhanced the residents' sense of gain and happiness. Gannan Prefecture has comprehensively protected and inherited 518 items of intangible cultural heritage, built 1 intangible cultural heritage protection center, 7 intangible cultural heritage exhibition venues, 38 training centers and 9 performance venues, and 5 representative intangible cultural heritage items The project was selected into the fifth batch of national intangible cultural heritage representative projects and officially announced by the State Council. There are 13 national intangible cultural heritage projects, 8 representative project inheritors, and provincial intangible cultural heritage. There are 49 list items and 52 representative inheritors, leading in 14 cities and states in the province. Strengthen the protection and utilization of cultural relics at 544 immovable cultural relics protection units (points), implement cultural relics maintenance and protection projects such as Labrang Monastery, Taozhou Acropolis, Niutoucheng Site, and Xiahe Denisovan Cultural Research Selected in 2019 World Ten According to the archaeological findings, the Galu Tianda House was included in the eighth batch of national key cultural relics protection units, and there are currently 2777 national key cultural relics protection units and 34 provincial-level cultural relics protection units.

Since the 18th National Congress of the Communist Party of China, Gannan has insisted on promoting the prosperity and development of cultural undertakings, cultural industries and tourism through cultural sculpting and tourism.Continue to improve. These cultural brands and works of art that convey the spirit of Gannan and are popular with the masses not only improve the cultural quality of the masses, but also enhance the cultural connotation of the city and create a new style of civilization. Since the 18th National Congress of the Communist Party of China, the cultural industry and tourism industry have become the new driving force and new engine of Gannan's economic growth. They are promoting economic transformation and upgrading, improving quality and efficiency, and satisfying It has played an important role in the people's needs for a better life. The development of the cultural industry in the past ten years can be described as "sunrise and the river is red and the fire is better".

Over the past ten years, we have continued to make efforts, and the industrial foundation has become more and more solid. Continue to build eight boutique tourism lines and ecological landscape corridors, build 82 observation decks and 286 tourist toilets, including 34 AAA tourist toilets, creating a model of toilet revolution in Tibet-related areas. Improve the public cultural service system, build 25 museums (memorial halls, "rural memory" museums), 9 libraries, 9 cultural centers, 9 urban digital cinemas, 100 township (street) comprehensive cultural stations, and village-level cultural centers 662 activity centers (rural stage), 659 farmers and herdsmen's bookstores, 122 temple bookstores, the main project of the state museum (science and technology museum) has been fully capped, and the Gannan state digital library project with ethnic characteristics has been named the fourth batch of national public cultural service systems Demonstration project. Expand cultural tourism consumption, create 28 star-rated hotels, build cultural markets such as "China's first couplet cultural street corridor", hold cultural tourism commodity competitions and Shambhala Food Culture Festival and other activities, and the yak meat series of Amdo Ranch won the 2018 award won the gold medal in the tourism commodity competition with Chinese characteristics, and the old barley wine and Tao embroidery series won the silver medal in the 2017 China tourism commodity competition.

Gannan firmly established the concept of the rule of law, revised the "Regulations on Tourism Management in Gannan Prefecture", and promulgated the "Regulations on Promotion of Public Cultural Services in Gannan Prefecture". Adhere to high standards, strict requirements, and vigorous efforts, carry out in-depth special struggles against gangsters and evil, conscientiously do a good job of "sweeping pornography and fighting illegals", intensify law enforcement inspections of cultural tourism venues, crack down on violations of laws and regulations, and make every effort to ensure the order of the cultural tourism market Continued and stable, achieving a "double decline" of negative public opinion on the Internet and complaints about cultural tourism. Strengthening talent training and holding various training courses for cultural tourism practitioners has effectively improved the overall quality and service level of cultural tourism practitioners across the state. Pay attention to industry management, actively implement cultural tourism industry standards, and standardize the business behavior of cultural tourism enterprises. Explore a new model of travel compensation, implement the first compensation method for travel consumption infringement, and effectively safeguard the legitimate rights and interests of tourists. Gannan's "safe travel" brand is deeply rooted.

stands on the historical meeting point of " and two hundred years of ", and Damei Gannan has opened a new prelude to create "Five No Gannan" and "Ten You Homes". The 13th Party Congress of the State Council proposed to create "Five No Gannans", create "Ten Have Homes", build a green modernization pilot demonstration area on the Qinghai-Tibet Plateau, and strive to build Gannan into an industrial highland for the deep integration and development of culture and tourism, so that the most beautiful Gannan was born and bloomed brilliantly on the Qinghai-Tibet Plateau.