Let tourists not want to leave after coming, and want to come again after leaving... Yunnan should do this

Caiyunnan, with its long history and culture, beautiful natural scenery, complex and diverse climate, strong ethnic customs, rich natural tourism and cultural tourism resources, is known as the "Tourists' Paradise" ".

In recent years, Yunnan has rushed towards the starry sea where culture and tourism are integrated; it has taken an overwhelming trend to rectify the tourism market; it has created a smart tourism platform for "Visiting Yunnan with a mobile phone"; it has built a new tourist attraction "Greater West Yunnan Tourism" "Ring Line"; build a high-end, international, and characteristic Mid-Levels hotel; provide 30-day no-reason return and exchange service... Yunnan tourism is being managed, rectified, improved, improved, transformed, upgraded, and developed. Yunnan is gradually polishing the "golden brand" of tourism and becoming a real "poem and distant place" for tourists.

In 2020, Yunnan received 529 million tourists and achieved total tourism revenue of 647.7 billion yuan. In the transformation and upgrading of Yunnan's tourism, various tourist destinations have raised a topic: What should be done to allow tourists to stay in Yunnan for one more day? Let tourism revenue double again and create a trillion-level tourism and cultural industry.

Planning and development

30-day no-reason returns and exchanges

In recent years, the number of tourism complaints in Yunnan has been declining year by year

After unremitting efforts, a A new Yunnan tourism ecology and a healthy and orderly tourism market environment have basically taken shape.

In terms of smart tourism, the "Visit Yunnan with a Mobile Phone" smart tourism platform created by our province uses new generation information technologies such as the Internet, cloud computing, big data, and artificial intelligence to create a digitalized tourism platform for all regions. The platform provides tourists with services such as "food, accommodation, transportation, travel, shopping, entertainment" and meets the various needs of tourists before, during and after their trip to Yunnan.

Starting from May 1, 2019, Yunnan Province has fully implemented the "30-day no-reason return and exchange" system, and tourists' satisfaction with the "30-day no-reason return" work has reached over 99%. According to the authoritative statistics of the national tourism complaint platform 12301, the number of tourism complaints in Yunnan dropped from 6th in the country in 2017 to 21st in 2018 and 25th in 2019, showing a downward trend year by year.

Construction of the Greater West Yunnan Tourism Loop

Strive to build more than 50 mid-level hotels this year

In 2019, our province launched the construction of the Greater West Yunnan Tourism Loop. The Greater West Yunnan Tourism Ring is 3,200 kilometers long, connecting 13 states and cities with the richest and most concentrated resources and the greatest development potential in the province, forming an "8" shaped ring. There are 1,079 tourism resource points with high development value, 107 national-level intangible cultural heritage sites, 139 national-level cultural relics protection units, and 55 high-A-level (4A, 5A) tourist attractions distributed along the line. Based on these resources, a number of key cultural tourism projects will be planned and constructed along the route, focusing on mid-level hotel projects and high-A-level tourist attractions, tourist resorts, characteristic towns, outdoor sports projects, etc., to create a new type of tourism that the world yearns for and tourists linger on. destination.

As an important entry point and new highlight in accelerating the promotion of the Greater West Yunnan Tourism Circle, Banshan Hotel has identified 1,079 resource points within the 308,900 square kilometers of the 13 states and cities covered by the Greater West Yunnan Tourism Circle. . Among them, there are 531 in northwest Yunnan and 548 in southwestern Yunnan. On the 3,200-kilometer "8"-shaped ring, 861 resource points have been developed, 138 are under construction, and 80 new resource points have been added. Since March last year, many companies have invested in the construction of Banshan hotel projects in Yunnan. More than 70 projects are planned and sited, and 24 have been started or planned to be started. We strive to have more than 50 mid-level hotels in operation in the province by 2021, and by 2025, we will have more than 150 mid-level hotels in operation.

Rural tourism, ecological health tourism

Planning and construction of 5,996 kilometers of national trails

From 2016 to 2019, rural tourism in our province received the most tourists 924 million people, accounting for 3.93% of the province’s tourism receptions; rural tourism revenue was 730.14 billion yuan, accounting for 2.37% of the province’s tourism revenue; the province has a total of 561,700 direct employees and 1.92 million indirect employees, comprehensively driving 750,000 people into poverty Increase the population's income and lift them out of poverty.

During the "14th Five-Year Plan" period, Yunnan will continue to promote high-quality development of rural tourism and help rural revitalization. To build a multi-business integrated development trend in rural areas, we must accelerate the creation of famous tourist towns, famous villages, characteristic folk inns, tourist farms, star-rated B&Bs and other brands, and deeply explore the traditional culture of ethnic minorities, red culture, anti-Japanese war culture, folk culture, and farming culture. and other rural tourism characteristic cultures, strengthen the protection and inheritance of rural cultural heritage such as ancient villages, ancient buildings, and intangible cultural heritage projects, encourage rural tourism literary and artistic creation, create rural tourism cultural brands, etc., so that tourists can "see mountains, see water, and remember Live in nostalgia”.

Yunnan has unique advantages in developing health and wellness tourism. Under the epidemic, it focuses on the six directions of "culture, tourism, medical care, health care, study, and sports" and vigorously develops ecological health and wellness tourism; relying on Yunnan's three-dimensional Taking advantage of the landform and landscape, we plan to build two national trails, the Tea Horse Trail and the Tropic of Cancer, with a total length of 5,996 kilometers. We will develop mountaineering, hiking, low-altitude flying, water sports and other projects according to local conditions, and vigorously develop outdoor sports tourism.

Tips from the industry

Zeng Hao, general manager of Kunming Youxiake Travel Agency:

The scenery, entertainment and accommodation should complement each other

Zeng Hao believes , how to allow tourists to stay one more day in Yunnan depends crucially on the resources and supporting facilities of each tourist destination in Yunnan. In the future, "experience-oriented" and "slow tourism" tourism products will be the direction of the tourism market. We must rely on the reputation of major scenic spots to attract tourists, and then guide tourists to other non-famous scenic spots or special projects to experience sightseeing, such as ethnic minority groups. Home visits, traditional handicrafts, and special travel kitchens. The duration of each experience project ranges from 1 to 3 hours. With the driving and dining time before and after, tourists can add at least half a day to their travel itinerary.

To retain tourists, landscape, entertainment and accommodation need to be complementary. Tourist destinations with few recreational activities and low tourists' sense of experience and satisfaction, coupled with beautiful scenery and high-quality accommodation resources, can also make tourists willing to stay and slow down. In addition, Zeng Hao believes that entertainment resources outside the itinerary can also make tourists stay. “Experience-oriented tourists are often people with certain cultural connotations. They pay attention to understanding the social and cultural phenomena of tourist destinations, and pay more attention to personal experience and feelings. , such as special theater performances and night markets. Recommending these contents to tourists can increase the richness of their itinerary and become another reason for them to stay. ”

Wang Tao, General Manager of Yunnan Meitu International Travel Agency:

Content, routes, and products are king

"Yunnan is one of the destinations with the best tourism resources in China, and there are attractions everywhere." Senior tourism operator, Yunnan Meitu International Travel Agency General Manager Wang Tao said. As a travel agency that mainly promotes customized and semi-customized travel itinerary products, he believes that with the construction of the Greater West Yunnan Ring Road, the opening of traffic barriers and the creation of mid-level hotels can help new tourist destinations such as Lincang, Lancang, and Nujiang. Solve the bottleneck of supporting resources. Yunnan's high-end tourism, high-end customer groups, and high-end customization markets are opening up, and for some destinations with better tourism resources, route settings, transportation, supporting facilities, tourism services, and the professional skills of employees need to be further improved and improved. He said that in order to allow tourists to stay for another day, as a tourism company, we must return to "tourism" itself, focusing on content, routes, and products, supplemented by high-quality services.

Representative suggestions

Shi Zengju, deputy to the Provincial People’s Congress and deputy research librarian of Nanjian County Cultural Center:

We should make a fuss about “intangible cultural heritage tourism”

Shi Zengju believes that “intangible cultural heritage tourism” has great potential in Yunnan. Culture is the core attraction of tourism, and intangible cultural heritage projects are exquisite products in local culture. Shi Zengju describes tourism attracted by local culture as "soul tourism."

"Yunnan is a province with a large number of ethnic minorities, and our number of intangible cultural heritage projects is among the best in the country." Shi Zengju said, "Yunnan should do more on 'intangible cultural heritage tourism' to retain tourists. I I think some intangible cultural heritage experience projects can be added, such as Nanjian vegetable dance. Visitors can not only see the freshness, but also learn from the inheritors, from the kitchen to the dining table, and serve themselves, as well as play songs, make pottery, and press tea. ...We will keep tourists here through the experience of these intangible cultural heritage projects, rather than allowing tourists to visit in a superficial way.”

He Wan Song, deputy director of the Provincial People’s Congress and deputy director of the Lijiang Poverty Alleviation Office:

Make refined folk custom tourism and improve rural tourism

He Wansong said that Lijiang tourism has basically achieved the third successful transformation and has also become a demonstration point for smart tourism and all-region tourism in the province. . In the next step, we will continue to improve the "Visit Yunnan with a mobile phone" service, refine folk custom tours, improve rural tours, continue to expand the coverage, and continue to extend our tentacles, instead of allowing tourists to concentrate on a few scenic spots and places to play. If there are more, tourists can stop and more local people can benefit from it.

On the other hand, he believes that the development depth of some very distinctive tourism resources in Lijiang is not enough, such as the Tiger Leaping Gorge Scenic Area and Laojun Mountain Scenic Area. With the improvement of transportation and other constraints, these distinctive tourism resources Resources can attract more tourists to stay.

Wu Huahao, deputy to the Provincial People’s Congress and head of Jinping County:

Creating a longevity and health-care destination in southeastern Yunnan

“I want to speak for Jinping Tourism’ '. "When it comes to Jinping County's high-quality specialties, Wu Huahao first recommends ecological advantages, and the most representative one is tourism resources. In his opinion, Jinping has three “trump cards” that he can play: China’s Home of Longevity, China’s Natural Oxygen Bar and China’s Red River Butterfly Valley.

Currently, 320 species of butterflies in 128 genera and 11 families have been found in Ma'andi. Arrow-ringed butterflies are the main butterfly species in Butterfly Valley. Every summer, hundreds of millions of white-sleeved arrow-ringed butterflies fly beside streams, valleys and villages. The scene is spectacular and pleasing to the eye, forming an ecological wonder rare in the world. China's Red River Butterfly Valley is an original ecological tourism secret place with butterfly habitat as the main body and unique butterfly wonders as its features. It integrates natural landscape tours, ethnic cultural experiences, natural scientific research, leisure vacations, cross-border tourism and other functions. . Coupled with the superior ecological environment, there are many long-lived elderly people here. To this end, Jinping County will polish these three brands in Ma'andi Township to make Jinping more recognizable as a tourist destination, so that tourists can remember Jinping and stay in Jinping. At this meeting, he also brought suggestions for creating a longevity and wellness destination in southeastern Yunnan.

Voices of members

Jin Feibao, member of the Provincial Committee of the Chinese People’s Political Consultative Conference and executive vice chairman of the China Exploration Association:

Build a National Trail Across Yunnan·Secret Land

“ Once completed, the "Across Yunnan·Secret National Trail" will become one of the national trails with the deepest humanistic connotations, the richest ethnic customs, the most beautiful natural landscapes, the most significant vertical climate, and the longest single mileage in China. , is to allow tourists and urban residents to go to nature and wilderness, travel in depth and understand nature through experiencing nature, so that more tourists can slow down and have more time to stay in Yunnan," Jin Feibao said.

Jin Feibao introduced that the construction of the "Across Yunnan·Secret Land National Trail" will start from the core area of ????Three Parallel Rivers to Xishuangbanna. The entire route covers popular tourist areas such as Dali, Lijiang, Shangri-La, and Tengchong, with Tea Horse The ancient trail serves as a cultural context and the 15 unique ethnic settlements along the route serve as distinctive landmarks. It connects a series of classic hiking routes to form a longitudinal national trail. On this trail, we can rely on biodiversity resources to explore rural tourism resources, revitalize idle land resources, and plan mid-mountain hotels and tent hotels. After the trail is completed, tourists will hike into the countryside and stay in Yunnan for at least 3 to 5 more days.

Yang Silong, member of the Provincial Committee of the Chinese People’s Political Consultative Conference and chairman of Lijiang Zhenglong Industrial Group Co., Ltd.:

Create a new playground for rural construction with characteristics

“Yunnan’s national culture is colorful. In the future, Yunnan tourism must insist on playing the 'national cultural card' and 'cultural national card', and retain the national cultural connotation, so that tourists can stay one more day, come back again, and unconsciously want to come." Yang Silong said.

Yang Silong said, "Yunnan tourism has gone through 30 years of journey, and the traditional tourism model of 'a flag, a tour guide, non-stop, and sightseeing' should come to an end. Tourists are not in Yunnan for tourism. Tourism should be about having a good sense of experience, participation, and happiness.” He believes that participation and experience are the keys to keeping tourists in Yunnan. Relying on the construction of the Greater West Yunnan Ring Road as the “icing on the cake”, Yunnan’s various scenic spots and Attractions should undergo a "thorough revolution" and build participatory and experiential facilities and colorful activities. At the same time, with the help of the rural revitalization strategy, Yunnan’s colorful national culture and customs will be integrated into rural revitalization to create Yunnan’s characteristic villages and build a new playground for tourists.

Regarding Lijiang tourism, Yang Silong suggested increasing investment in cultural heritage sites to promote the transformation, upgrading and sustainable development of the tourism industry. From education, skills training, establishing an authoritative department in charge of sustainable development of heritage, setting up special funds, etc., we will comprehensively, holistically and systematically inherit and protect cultural heritage, derive creative and creative cultural tourism products in various forms, and enrich the cultural connotation of Yunnan tourism brand. Exude the infinite charm of Yunnan’s cultural tourism and keep tourists in Yunnan.

Expert opinion

Zhu Bowei, President of Kunming Travel Agency Association:

Combine the characteristics of tourist destinations to enrich products to meet different needs

Kunming City Zhu Bowei, president of the Travel Agents Association, said that from a professional economic perspective, the longer tourists stay, the higher the comprehensive economic benefits of regional tourism will be. How does Yunnan retain tourists entering Yunnan? He said that Yunnan has complex tourism resources, a pleasant climate, rich natural tourism and cultural tourism resources, excellent resource endowments, attractive to tourists, and a good foundation for retaining tourists.

But having these is not enough. We must rely on resources, combine the characteristics of tourist destinations, and form a rich range of tourist route products that meet different consumer needs through professional development, integration and image design. Zhu Bowei said that in Xishuangbanna, for example, winter travel route products can be designed to avoid the cold; in Ruili, border trade activities, jade trade, etc. can be combined to form border tourism route products.

Zhu Bowei said that in the construction of the Greater West Yunnan Tourism Ring proposed by our province, the Banshan Hotel, as a landmark project leading new products and new business formats, embodies "internationalization, high-end, specialization, and intelligence" ". Our province also proposes to build a world-class mountain tourism resort. It is not difficult to see that in the future, Yunnan will target the consumption of mid-to-high-end tourism tourists and build a sound structure for regional tourism economic development so that different levels of consumer needs can be met in Yunnan, which will naturally allow tourists to extend their comprehensive stay.

Photographed by Yang Zheng, Lei Tongsu, Liu Wenbo, correspondent Chi Fuhua

Editor-in-chief Zhao Lun

Proofreading by Shi Chunlin Mao Kun

Editor-in-chief Zhang Ming