Asian Games City: Transforming Event Traffic into Cultural and Tourism Reserve
On the first day, I visited West Lake and the Wulin Night Market in Hangzhou; On the the fourth day, we visited Tianyi Pavilion and Drum Tower in Ningbo... Recently, the "Asian Games Tourism Strategy" hand-painted by a Korean blogger has aroused heated discussion on social media.
This blogger's four-day and three night itinerary not only includes watching sports events, but also detailed check-in plans for 18 scenic spots and local cuisine in Asian Games cities such as Hangzhou, Shaoxing, and Ningbo. Netizens have commented that it is comparable to a Chinese university student's "special forces tourism".
Taking advantage of the opportunity of the Asian Games, Hangzhou is about to have a two-way trip with domestic and foreign tourists. In fact, in the first half of this year, Hangzhou's cultural and tourism industry showed a trend of "heat return". From January to June this year, the total number of tourists received in Hangzhou was 53.233 million, with a total tourism revenue of 91.5 billion yuan, an increase of 64.5% and 65.3% respectively compared to the same period last year based on comparable standards.
In order to prepare for the big test of the Asian Games, the cultural and tourism industry in Hangzhou has undergone a new transformation and upgrading in terms of quality service, gameplay experience, and digital methods: robot waiters can be seen everywhere in star rated hotels and boutique homestays, and tourists can "brush their faces" to check in; In A-level scenic spots, from booking entry, staggered peak and hour tours to "one size tour", the "digital brain" enhances the tourist experience for the entire journey; At cultural and museum venues, the tradition of closing on Monday has been broken, with delayed and staggered opening, conveying the cultural beauty of "the most Hangzhou" and "the most Zhejiang" to tourists
The popularity of the Asian Games brings immediate "traffic", and in the long run, turning "traffic" into "retention" can continue to provide new momentum for the development of cultural and tourism. Lou Yajie, Director of the Hangzhou Municipal Bureau of Culture, Radio, Television and Tourism, said that in the face of the opportunity of the Asian Games, Hangzhou Cultural and Tourism is making efforts in five aspects: strengthening industry quality internally, shaping cultural and tourism image externally, optimizing product supply, strengthening accommodation security, and guarding safety bottom lines.
At present, the Hangzhou Municipal Bureau of Culture, Radio, Television and Tourism has released the "Watch the Asian Games and Visit Hangzhou" urban tourism global meeting ceremony. Among them, there are 15 classic routes with the theme of the Asian Games, 5 classic routes with the theme of accessibility for the Asian Paralympic Games, 3 classic routes with the theme of water night tourism, 13 golden water tourism routes with the theme of "Poetry Road Culture · Three Rivers and Two Banks", and 64 district and county characteristic tourism routes. The classic route of the theme of the Asian Games includes three world cultural heritage sites in Hangzhou, namely the site of Liangzhu Ancient City, the Hangzhou section of the Grand Canal of China and the West Lake Cultural Landscape, as well as scenic spots such as Xixi, Qiandao Lake, Tianmu Mountain, Qiantang River, Fuchun River, and Xin'an River, which are famous throughout the country. Among the 50 cultural experience points released at the same time for the Hangzhou Asian Games, there are intangible cultural heritage sites represented by the Gushan site of Xiling Seal Engravers Society, ancient towns and villages represented by Longmen Ancient Town, Sun Quan's hometown, as well as five types of experience points characterized by health sports, life art, fashion classics, cultural and museum freshmen, and intelligent manufacturing.
The co hosting cities of the Hangzhou Asian Games have also showcased high-quality "magic weapons" for welcoming guests: Wenzhou focuses on digital intelligence empowerment and has created a "staggered leisure trip" digital application, which has been selected as a reference case for smart tourism by the Ministry of Culture and Tourism; Ningbo vigorously promotes three distinctive cultural and tourism routes: "Urban Tour", "Island Tour", and "Music Tour", presenting a new business card for a modern coastal metropolis; Huzhou connects high-quality scenic spots and attractions, integrating elements such as trendy experiences, cultural intangible cultural heritage, beautiful countryside, sports and cuisine, showcasing the rich landscape, cultural and tourism new formats and scenes of Huzhou, leading the new trend of Asian Games tourism.
Another industry intermediary organization targeting "retention" is the cultural and tourism industry. It is reported that the Hangzhou Municipal Bureau of Culture, Radio, Television and Tourism has selected 7 backbone travel agencies to form a joint group of service guarantee Asian Games Village to settle in the village and plan to launch 10 tourism routes. Chen Jinrong, Deputy Secretary General of the Hangzhou Travel Agency Industry Association, said, "We hope to win the trust and favor of guests by continuously providing excellent services and good quality, establish a good image and reputation, and take advantage of the Asian Games to further promote the high-quality development of the tourism industry."
"Organizing the Asian Games well is a major window opportunity to enhance the internationalization level of tourism and the level of urban consumption, as well as a major stage to comprehensively showcase the development achievements of the cultural and tourism industry." Lou Yajie said that by transforming "traffic" into "retention", the cultural and tourism industry will open up "24-hour business" and deliver full marks for high-quality service to the Hangzhou Asian Games.
