The cultural tourism department responded to Nanyang's making money: new projects are being introduced and there are plans.

On October 7th, 65438/KLOC-0, Zhu Shixi, Secretary of the Municipal Party Committee, made a speech on "Nanyang earns money and Xiangyang consumes". On June 65438+1October 10, Wang Lin, deputy section chief of Market Operation and Consumption Promotion Section of Nanyang Municipal Bureau of Commerce, told @ Emergency Telephone that Nanyang and Xiangyang are close, and citizens of Xiangyang often come to Nanyang to play. The cultural tourism styles of the two places are different, Xiangyang is more modern and Nanyang is more traditional. Ren Yongliang, director of Nanyang Wenguang Tourism Bureau, recently said that in 2023, new projects will be introduced from other places to build an entertainment city, a cultural city and an entertainment city. Tian Dan, a staff member of Wenguang Tourism Bureau, said that during the Spring Festival in 2023, preferential activities will be launched to promote local tourism.

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Whose "fig leaf" did the secretary of the municipal party Committee tear off?

"Why do you earn money in Nanyang and spend in Xiangyang?" On the closing day of the "two sessions" in Nanyang, Zhu Shixi, secretary of the Municipal Party Committee, suddenly mentioned Xiangyang, an old neighbor, in his speech, and issued this "soul torture", bluntly saying that "it stimulated me a lot" and "we should be ashamed"

Video screenshot Image source: Dazu News

Not long ago, on New Year's Eve, many Nanyang citizens went to Xiangyang Overseas Chinese Town to watch the fireworks display. According to Xiangyang Daily, "all the way is' Yu R'".

Subsequently, OCT Xiangyang released a letter to Nanyang people, which mentioned that "more than 30,000 friends from Nanyang, Henan Province crossed138km and came to Xiangyang, Hubei Province", and concluded that "Nanyang earns money and Xiangyang consumes".

As close neighbors, Nanyang and Xiangyang have never lacked tourists who travel with each other, and have always been the tourist destinations of each other's citizens. A few days ago, Cheng also issued a notice to launch "Nanxiang family celebrating the Spring Festival". During the Spring Festival, Nanyang tourists get tickets to 45 yuan and other tourists to 60 yuan.

The relationship between the two cities is in a "warming period". Last year, the Framework Cooperation Agreement on Strengthening the Integrated Development of Transportation Infrastructure in the Two Cities was signed, and Xiangyang also proposed to build a trans-provincial "Twin-city Economic Circle", "to build a trillion-dollar new fulcrum in central China with the help of urban agglomerations and lead the high-quality development of the Hanjiang River Basin".

Now, the speech of Nanyang Municipal Party Committee Secretary once again puts the competitive relationship between the two places on the table.

Xiangyang's "advantage"?

Zhu Shixi analyzed that Nanyang people's holiday in Xiangyang exposed the backwardness of Nanyang's service industry and cultural tourism creative industry.

As far as New Year's Eve is concerned, there is indeed a gap between the two cities. On the first New Year's Eve after the optimization and adjustment of epidemic prevention and control policies, crowds surged all over the country, and the "ban on whipping" made Nanyang citizens only "borrow" Xiangyang to feel the festive atmosphere; Compared with Nanyang, which has no large theme park, OCT Xiangyang has become an attractive "punching place", and the new business model has given Nanyang people more reasons to go to Xiangyang.

Xiangyang OCT "A Letter to Nanyang People" Image Source: Guan Wei, Dream Resort, Xiangyang OCT

But is this enough to constitute the absolute advantage of Xiangyang tourism? Liu Simin, vice president of the Tourism Branch of China Future Research Association, thinks that this may only be a one-off sporadic phenomenon.

Many experts pointed out that although the development of Nanyang and Xiangyang has its own emphasis, the tourism industry is actually in a state of "half a catty". Qin Zunwen, a researcher at Hubei Academy of Social Sciences, has long been concerned about the development of Xiangyang and Nanyang. According to his observation, as far as tourism in the two cities is concerned, many Xiangyang people will also go to Nanyang, and there is no absolute "one-sided" situation.

Image source: Guan Wei, Dream Resort of Xiangyang Overseas Chinese Town

It can also be seen from the previous travel data.

Last year, Nanyang * * * received 737 1.07 million tourists, and the total tourism revenue was 3 1.876 billion yuan. In the same period, Xiangyang received 63.3809 million tourists and earned 49.647 billion yuan in domestic tourism.

Before the 20 19 epidemic, Nanyang and Xiangyang received 74.76 million tourists and 60.294 million tourists respectively, with a total tourism income of 48.82 billion yuan and 44.898 billion yuan.

Generally speaking, the number of tourists in Nanyang has always maintained an advantage over Xiangyang, with a gap of 6.5438+million, while in terms of per capita tourism income, Nanyang has always lost to Xiangyang. During the epidemic, Xiangyang's total income even exceeded Nanyang's. In the case of their respective advantages, there is no large-scale difference in their tourism performance.

From a larger perspective, the tourism industry in these two cities is "lame". Taking Xiangyang as an example, Qin Zunwen pointed out that although it is a sub-central city in Hubei and its GDP ranks second in the province all the year round, its manufacturing industry is its strength. The development of tourism is not as good as Yichang and Shiyan, or even worse than Xianning, where GDP ranks only tenth in the province. The data shows that in 20021year, Xianning received 64.9110,000 tourists, and the total tourism revenue was 3193 million yuan.

More precisely, Xiangyang's "advantage" lies in its early step.

Liu Simin pointed out that in the past, urban tourism paid more attention to the long-distance market. Xiangyang and Nanyang have built many scenic spots against the background of history, culture and natural scenery, but they are often caught in the embarrassing situation of "few nearby scenic spots and not enough distant scenic spots". Xiangyang took the lead in introducing large-scale theme parks, restored its focus to a closer tourist radius, and made some breakthroughs in the areas where the two cities are located. Those tourists who have seen enough old scenic spots and young people who pursue a sense of participation are easily attracted by them.

Judging from the national development trend, theme parks are sinking into third-and fourth-tier cities. "We can't expect to rely on an overseas Chinese town to make Xiangyang's tourism advance by leaps and bounds."

Nanyang's "offensive"

Xiangyang takes a step forward, Nanyang takes a step forward, and vice versa. This has almost become the "formula" for the development of the two cities over the years. But for Nanyang, tourism seems to be an area that it hopes to achieve "leading".

In the past ten years, Nanyang has slipped to the "backward side" many times. Qin Zunwen mentioned that in the era of general railway, the traffic location of the two cities was roughly the same, but after entering the era of high-speed railway, with the opening of high-speed railways in Zheng Wan and Wushi, Xiangyang took the lead in forming a "cross" pattern of high-speed railway.

At the 11th Party Congress of Henan Province last year, Lou, secretary of the provincial party committee, proposed to speed up the construction of high-speed railway in Nanxinhe. "Zhengzhou Release" issued a document pointing out that Nanyang urgently needs such a new high-speed rail line to form a high-speed rail cross.

What makes Nanyang "embarrassed" is that GDP has been overtaken by Xiangyang.

In 20 12, Xiangyang's GDP surpassed Nanyang for the first time, and it made rapid progress all the way. By 202 1, the difference expanded to 96.7438+0 billion yuan. In the 14th Five-Year Plan of the two cities, the GDP targets in 2025 are 600 billion yuan and 700 billion yuan respectively, and the gap has reached a new level.

Why was Nanyang overtaken? According to Qin Zunwen's memory, 10 years ago, it was suggested that with the support of Hubei Province, Xiangyang was positioned as a provincial sub-center in 2003, and it developed rapidly with years of policy blessing. Based on this, in 2065, 438+03, the voice calling on Henan Province to support its construction of provincial sub-centers began to appear. Until 2026,5438+0, Nanyang was finally realized. "

Compared with the positioning of "sub-center" that has been "late" for 20 years, Henan Province's support for Nanyang's tourism development is more rapid.

On June 5438+065438+ 10 last year, the Henan Provincial Department of Culture and Tourism issued the Opinions of the Henan Provincial Department of Culture and Tourism on Supporting Nanyang to Promote Cultural Tourism Integration and Accelerate the Construction of Sub-central Cities, proposing that "Nanyang's high-quality cultural tourism resources and major cultural tourism projects should be given priority in the high-quality development plan, and policy support for the cultural tourism industry should be strengthened". Qin Zunwen believes that this move has a high standard of support for Nanyang.

Nanyang itself has long planned to upgrade the cultural tourism industry. Also in June last year, 5438+065438+ 10, Nanyang held the "High-quality Development Conference of Cultural Tourism Industry in the City". Zhu Shixi, secretary of the Municipal Party Committee, proposed to build the whole area of Nanyang into a "big scenic spot", create a "super IP" with distinctive features, promote the development of cultural tourism to "the whole area, all seasons, all people, all formats and all elements", and shout out the brand of Nanyang's new cultural tourism.

Image source: official website, Nanyang Municipal Government

Pay more attention to the cultural tourism industry. Based on Zhu Shixi's judgment, the cultural tourism industry is a green sunrise industry, which is famous for enriching the people. The cultural tourism market has great potential for rebound and outbreak. As long as the epidemic situation improves, "rigid" demand will usher in a blowout.

Judging from the economic characteristics of Nanyang, the pulling force of consumption in the "Troika" is relatively strong, but this is based on the large population base of Nanyang. According to the data, in 20021year, the permanent population of Nanyang was 9.629 million, and the total retail sales of social consumer goods was 21963 million yuan. In contrast, the two indicators of Xiangyang are 527 1 10,000 yuan and 196 1 10,000 yuan respectively.

The "tipping point" of consumption upgrading promoted by the cultural tourism industry is a "hidden card" that Nanyang hopes to take the lead in overtaking in corners during the "window period" of epidemic policy adjustment.

A new "trick" to break through

In the mainstream evaluation of the outside world, Zhu Shixi is more about "encouraging Nanyang cadres and officers to start businesses with network hotspots". In response to the media, the relevant staff of the Propaganda Department of Nanyang Municipal Committee also pointed out that Zhu Shixi wanted to spur the participants to go all out and seek development.

Nanyang really needs to "spur". In the official propaganda, there are many people in Nanyang's tourism resources, the most famous of which are the "four saints" summarized by the local authorities-Zhang Heng, a sage of science, Zhang Zhongjing, a sage of business, Fan Li and Zhuge Liang, a sage of wisdom. As the former residence, Nanyang has built many historical and cultural attractions, and the target audience is self-evident-group tourists who like to punch in.

In order to "retain" Zhuge Liang's brand resources, Nanyang has been involved in a decades-long "struggle" against Xiangyang.

The most famous two times, one is about the dispute over the starting place of stamps with the theme of "Three Kingdoms", and the other is the signature protest against Nanyang, which is marked as Xiangyang in the textbook. Looking back, this is also a marketing strategy of "the sword is biased", which makes Nanyang and Zhuge Liang more deeply bound in the eyes of the public.

However, the over-emphasis on resources may make the advantages become the disadvantages of tourism development in Nanyang.

This is not a problem faced by Nanyang City. Liu Simin mentioned the tourism development of the Great Wall in Wan Li. Many cities and urban areas along the route have set up checkpoints in a section of their own cities to collect tickets, hoping to take this as a project of urban tourism.

But so far, only Badaling in Yanqing is the most famous, and Juyongguan in Changping is quite famous. Mutianyu in Huairou, although Beijing has made great efforts to build it, has also appeared in movies such as If You Are the One 2, but the effect is not ideal. Further out, the part located in Hebei is even less known.

In Liu Simin's view, one of the main reasons is that traditional resources have not been effectively activated.

On the contrary, even if it lacks a resource base, it can "break through" through an effective operation mode that meets the current market demand. Liu Simin said that even without the real resources such as dinosaur fossils, the dinosaur park in Cheung Chau has grown from scratch and is still a successful case in the industry. However, Zigong, a well-known "hometown of dinosaurs", failed to come up with a more interesting tourism project.

In the current "network celebrity era", the logic of old-fashioned tourism capital replacing traffic with traditional resources is further "subverted".

Hongyadong in Chongqing is an example. As an antique new building, Hongyadong's marketing does not emphasize its "antique" attribute, but is grafted with the famous scene of the famous animated film "Spirited Away" through scene creation. Tourists not only ignore the bad experience brought by antique buildings, but prefer to stay in comic world as a part of "punching in". However, the implantation of network celebrity format in the later period catered to the new consumption needs of young people.

Re-examine Nanyang's tourism resources. Even after many "struggles", Zhuge Liang, the most famous brand, is not as famous in history as Chengdu, and its influence is not as good as Hanzhong. In Liu Simin's view, in order to make good use of local resources, it is necessary to further plan and organize, and operate with a more up-to-date scheme.

It is a more effective way to cooperate with Xiangyang to build and operate tourism IP.

Qin Zunwen pointed out that Xiangyang and Nanyang have close geographical locations and convenient transportation. If they can develop together, Nanyang can also use Xiangyang's high-speed rail to attract more foreign tourists and make big cakes together.

This involves how to make the "short-distance travel" that has attracted much attention this year's New Year's Eve return to "long-distance travel" again. Liu Simin pointed out that according to the current understanding of tourism, the dislocation development of high-level tourism clusters will be more attractive to long-distance tourists, and they can visit more tourist attractions at the same transportation cost. "It is best to get together." He said.

Article source: Yang Abandoned Fei