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what to do in shanghai? this question is like "a thousand readers have a thousand hamlets", and there is never a unified answer. zhong xiaomin, secretary of the party leadership group and director of the shanghai municipal culture and tourism bureau, looked through the itinerary products of travel agencies, and most of them are concentrated in five places: the bund, nanjing road, yuyuan garden, disneyland, and zhujiajiao. is this the only attraction in shanghai?

after that, she launched a month-long group survey to find out the financial resources of shanghai’s cultural tourism resources. at the 35th shanghai tourism festival, which opened on september 14, 121 inbound tourism routes were initially formed and launched to the market.

not only that, with the approval of the shanghai municipal government, from the end of september to the end of december, shanghai will issue "le travel shanghai" accommodation vouchers worth a total of 90 million yuan. on the eve of the national day, "leyou shanghai" accommodation vouchers were issued for the first time, and all platforms were "empty" in seconds.

from “household shopping” to issuing accommodation vouchers, after intensive actions, what is the profound meaning of shanghai culture and tourism? in this regard, reporters from the paper recently conducted an exclusive interview with zhong xiaomin, secretary of the party leadership group and director of the shanghai municipal bureau of culture and tourism.

a group survey on the "family background" of shanghai's cultural tourism resources

on the one hand, many tourists come to shanghai and don’t know where to go except for a few regular attractions. on the other hand, on various social platforms, there are many tourists who come to shanghai to see the "top of the pyramid" ancient egyptian civilization exhibition and drag their suitcases to check in at the shanghai planetarium.

the demand and supply of tourism products are not balanced.

the third plenary session of the 20th central committee of the communist party of china, "the decision of the central committee of the communist party of china on further comprehensively deepening reform and promoting chinese-style modernization," proposed that it is necessary to improve the system and mechanism for the in-depth integrated development of culture and tourism. on may 24, the standing committee of the shanghai municipal party committee pointed out that it is necessary to accurately grasp the laws of tourism development, in-depth research on new trends and new models of tourism, accelerate the supply-side structural reform of cultural tourism, vigorously cultivate new scenarios and new business formats for the coordinated development of business, tourism, cultural and sports exhibitions, and create the first stop for inbound tourism.

with whom to integrate, how to integrate, and where is the space and scene for integration?

with these thoughts in mind, in august this year, zhong xiaomin launched a month-long "16+2" group cultural tourism survey. "16" means that the 16 departments of the shanghai municipal culture and tourism bureau correspond to the 16 districts in shanghai, and the director of each department leads a team to conduct field surveys in one district. members of each team include government, exhibition hall, travel agency, university and media staff. "2", one group was led by zhong xiaomin himself to investigate the lingang new area, and the other group was a special inbound tour group, a total of 18 research teams.

a month later, zhong xiaomin had two brick-thick collections of cultural tourism resources in various districts of shanghai on her desk, which included introductions to more than 750 cultural tourism resource points in the city. at the same time, the shanghai municipal bureau of culture and tourism's monthly magazine "enjoy shanghai culture and tourism information" packages and promotes popular performances, quality exhibitions, and leisure travel of the month.

to promote the high-quality development of the tourism industry, "cultural tourism + all industries" is inevitable. after combing through, zhong xiaomin found that there are 29 industries related to cultural tourism. so in september this year, 16 departments were divided into 16 special teams, and they conducted "point-to-point" surveys with 16 committees and bureaus in the city.

these tasks eventually became the cornerstone of shanghai’s new round of cultural tourism supply.

on the eve of this year's tourism festival, the lingang new area took the lead in launching more than ten latest tourist routes, covering half-day tours, one-day tours and two-day tours. miao ting, full-time deputy director of the lingang new area management committee, said that the lingang business, cultural, sports and tourism ecosystem is forming a chain, and lingang has become a tourist destination. three citywalk routes will be launched in the second half of the year. at the city level, more than 200 shanghai tourist routes have been created, including 121 inbound tourist routes.

in addition, the municipal bureau of culture and tourism has linked up with the civil affairs bureau to specialize in senior care tourism, linked up with the economic and information technology commission to specialize in industrial tourism, and linked up with the health and health commission to link up to special classes in health and wellness tourism, gradually leveling the balance on the supply side of cultural tourism.

“this major survey on cultural tourism is mainly to implement the deployment requirements of the municipal party committee and municipal government and promote the further improvement, capacity, expansion and upgrading of cultural tourism consumption in shanghai. we insist on optimizing supply and stimulating demand, based on the resource endowments of each district, focus on leveraging comparative advantages, focus on highlighting regional characteristics, and guide the formation of a multi-type, multi-level, high-quality cultural tourism product system through the cooperation of urban enterprises and industry-wide linkage in response to the diverse needs of tourists of different ages and regions." zhong xiaomin. said.

for the first time, shanghai has included the cultural and tourism sector in the economic line scheduling assessment

"50 off for purchases over 300, 130 off for purchases over 600, 220 off for purchases over 900, and 300 off for purchases over 1,200." on september 28, the first round of "leyou shanghai accommodation vouchers" was issued simultaneously on three platforms, and each platform was "empty in seconds" ". with the approval of the shanghai municipal government, from the end of september to the end of december, shanghai will issue "le travel shanghai" accommodation vouchers worth a total of 90 million yuan.

"today's cultural tourism sector has added economic functions. the integration of cultural tourism and other business formats to promote consumption potential is the most intuitive manifestation." zhong xiaomin believes that the change may seem sudden but there are traces to follow.

on may 17, 2024, the national tourism development conference was held in beijing. this conference was the first important meeting held by the party central committee with the theme of tourism development, and put forward new requirements for accelerating the construction of a powerful tourism country. zhong xiaomin said that this conference has given the tourism industry a new positioning: tourism has increasingly become an emerging strategic pillar industry and a people's livelihood industry and happiness industry with significant characteristics of the times.

on july 29, the state council issued the "opinions on promoting the high-quality development of service consumption" (hereinafter referred to as the "opinions"), proposing 20 key tasks in 6 aspects. stimulating the potential of tourism consumption is one of the important contents. the "opinions" propose to promote the integrated development of business, tourism, culture, sports and health, enhance the experience and interactivity of projects, launch various types of special tourism products, encourage the development of new business formats such as cruises, yachts, rv camping, and low-altitude flights, and support "music + tourism" and "performances" + tourism”, “events + tourism” and other integrated business development.

on august 21, at the shanghai municipal investment promotion enterprise service promotion and deployment meeting, the shanghai municipal culture and tourism bureau was included in the “1+6+20+x” investment promotion work system and clearly assumed certain economic functions.

zhong xiaomin revealed that starting this year, shanghai has included the cultural and tourism sector in the economic line scheduling and assessment for the first time. while maintaining the original basic functions, it has further strengthened its economic functions. the indicator system, evaluation standards, and work requirements of the cultural and tourism industry have all been adjusted accordingly. significant changes have taken place.

"this is an inward-looking reform." zhong xiaomin said that the culture and tourism bureau must transform from its original business attributes to industrial attributes; from a provider of traditional attractions and tangible cultural tourism products to a provider of spiritual products and emotional value; the original extensive and approximate statistical calculation model has been transformed into accurate index calculation and quantitative analysis research in the economic sector. to resolve problems and break through bottlenecks, we must fundamentally rely on deepening reforms in the cultural tourism sector, optimizing mechanisms with reforms, stimulating vitality with mechanisms, and promoting development with vitality.

"with the theme of deepening reform, we will study and introduce an action plan to promote the high-quality development of shanghai's urban tourism, further build a big brand, develop big products, promote big development, improve big services, implement big publicity and promotion, deepen big linkage, and promote shanghai’s tourism industry is striving to better leverage the value function of cultural tourism in empowering people’s better lives and urban economic growth,” said zhong xiaomin.