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zhenjiang, jiangsu

according to the wechat public account "zhenjiang people's congress release" on september 6, the economic working committee of the standing committee of the zhenjiang municipal people's congress of jiangsu province recently conducted an in-depth investigation into the development of the city's modern service industry, focusing on port logistics, industrial design, software information, scientific and technological services, intermediary services, and cultural and tourism industry development. a comprehensive analysis was conducted and a research report was formed.

the report mentioned a major problem: the measures to develop the cultural tourism industry by making good use of natural, historical and cultural resources are not strong enough. zhenjiang is a city with beautiful mountains and rivers. it is a rare city in the country where mountains, rivers, cities and forests blend together. it has unique conditions in terms of natural resources, and has a history of more than 3,000 years of written records. there are countless historical and cultural heritages. it has a profound heritage and unique charm, and contains huge development potential for the cultural tourism industry. however, for a long time, zhenjiang’s golden signboard of "the best river and mountain in the world" has not been polished, and the development of life service industry represented by cultural tourism industry has been mediocre. after the epidemic, although the operating income of zhenjiang’s cultural tourism industry has achieved a substantial increase, the tax contribution accounts for only 1% of the service industry.

specifically,first, there is no system for the development of cultural tourism resources.the development of the "three mountains and one ferry" is still in a state of each doing its own thing as a whole. in particular, the tourism resources of nanshan have not been efficiently developed, and the development of the xijindu historical and cultural block has not yet extended to daxilu. the products of the "three mountains" tourism routes along changjiang road are relatively single, the construction of professional and characteristic blocks is slow and the number is small, the development of cultural and tourism related products has lagged behind, and foreign tourists generally stay in the town for a short time, which has failed to make a positive contribution to the growth of life service industries such as catering, accommodation, and retail.

second, there are still many shortcomings in the development and utilization of food culture.the awareness and reputation of special dishes such as pot-cover noodles, crystal braised pork, crab roe soup dumplings, as well as braised puffer fish, steamed shad, white sauce catfish, stewed silver carp head, braised lion head, maoshan old goose, and dongxiang mutton still need to be improved. the catering industry lacks leading enterprises and brand effects, and the food culture urgently needs to go beyond zhenjiang and go to the whole country.

third, some cultural and tourism projects do not conform to the reality of zhenjiang.some cultural and tourism projects are not well matched with zhenjiang’s natural endowment and historical and cultural resources, and lack market-oriented management concepts and means. the day they are launched is the day they are discontinued. not only have they failed to generate profitability, but they have also led to waste of resources and formed government debt.

the report pointed out that zhenjiang has the reputation of "china's vinegar capital", has both the yangtze river and the canal culture, is home to "the world's first river and mountain" and "three strange" special food, is rich in cultural and tourism resources but has not been fully explored, and has long lacked distinctive and influential "cultural and tourism ips", and its tourism brand is "not well-known". some cultural and tourism projects lack the "zhenjiang soul", have failed to find a suitable way of expressing tourism, have a low degree of industrial synergy, and have not been effectively allocated. the ideas for the integrated development and characteristic development of the cultural and tourism industry are not new, and there are not many methods. overall, zhenjiang's natural endowment and urban cultural soft power have not yet been transformed into the hard power of the cultural and tourism industry and urban economic development.

to this end, the economic working committee of the standing committee of the zhenjiang municipal people's congress proposed in its report to deeply tap the development potential of the cultural and tourism industries. actively seek the intersection of the value chains of the cultural and tourism industries, strengthen the coordinated linkage of industrial development, guide and cultivate, and explore new development paths of "shaping tourism with culture" and "promoting culture with tourism". focus on telling the story of zhenjiang well, polishing the city's mountain and forest business card, and implement overall planning and integrated development of tourism resources such as "three mountains and one ferry", maoshan, and baohua mountain to create cultural tourism routes with diverse themes and distinctive characteristics. scientifically develop and construct cultural and tourism projects, strictly evaluate the feasibility, potential risks and investment returns of projects, effectively improve the quality of project implementation, and form new consumption hotspots. strengthen the linkage development of areas surrounding tourist attractions and characteristic streets and alleys, expand cultural and tourism consumption scenarios, provide more and better cultural and creative products, and enhance tourists' willingness to stay in the town for consumption. vigorously promote zhenjiang's food culture and special dishes, strengthen the diversified integration of cultural and tourism industries and primary, secondary and tertiary industries, extend the industrial chain, enhance the value chain, and strive to transform the development of cultural and tourism industries into fiscal and tax contribution intensity, and effectively enhance the reputation and influence of zhenjiang city.

in terms of city branding, the report also proposes using vinegar as the "medium", the government as the "stage", and enterprises as the "performers" to enhance the brand value and influence of zhenjiang vinegar, continue to polish the city's name card of "china's vinegar capital", and promote the steady development of the city's manufacturing industry; do a good job in the "urban forests" and "real mountains and real waters", and strive to create cultural brands, tourism brands, and catering brands with distinctive zhenjiang characteristics, focus on the golden signboard of "the best mountains and rivers in the world", develop projects, construct scenes, hold events, and create hotspots to promote zhenjiang's strong "out of the circle" and build zhenjiang into a well-known leisure and tourism destination at home and abroad.