The integration of culture and tourism is proving profitable

The integration of culture and tourism is proving profitable

The integration of culture and tourism is proving profitable

People attend a shopping festival to celebrate the Chinese New Year in Xingyi city, Guizhou province, January 27, 2024. [Photo/Xinhua]

The integration of culture and tourism has played an increasingly important role in driving the development of China’s tourism sector since the country unveiled its 14th Five-Year Plan (2021-25) for national economic and social development in 2021.

Related proposals, such as preserving and exploiting intangible cultural heritage through tourism and using high technology to help tourists better understand history, have been raised in the past two years at the annual meetings of the top legislative and policy advisory bodies of China.

By integrating culture and tourism, Yu Wulin, a member of the National People’s Congress, is leading efforts to build a thriving tourism industry in his village in Yunnan Province.

Yu, who is from Laomudeng, a village in Nujiang Lisu Autonomous Prefecture, has set up a local ethnic cultural exhibition in his village inn, displaying traditional farming tools.

He also helped organize local cultural performances that attracted many tourists to the village.

“I will explore the further development of intangible cultural heritage and how it can create a more prosperous tourism sector and bring my fellow villagers a better life,” Yu said.

Ridership and spending have seen strong growth, as evidenced by many recent provincial government performance reports.

“High-level recovery and high-quality development have become the most important characteristics of the tourism industry this year,” Du Jiang, vice minister of culture and tourism, said at the annual China Tourism Industry Development Conference in December.

Du attributed this to the sustainability, potential and vitality of the economy, continuous reforms and innovations in the industry, and the deep integration of culture and tourism.

Guizhou Province in southwest China has promoted the accelerated recovery of its tourism sector through multiple approaches, including the organization of the Rongjiang Village Super League, which has become a national sensation.

At least 1 million people attended soccer matches in person and more than 50 million watched online in three months, according to local officials.

Videos and live streams of the event went viral, receiving more than 30 billion clicks.

Last year in the province, the number of travelers and total tourism receipts recovered to 113 percent and 119 percent of 2019 levels before the pandemic hit.

In the northern province of Shaanxi, new cultural and tourism formats were established last year, including two national-level tourism recreation areas, two national fascinating cultural and tourism demonstration projects, and three national tourism performances.

These initiatives have promoted the development of Shaanxi’s cultural and tourism industry. Last year, the province received 109 million tourist visits, an increase of 271.9 percent year-on-year.

During the recently concluded Spring Festival, Beijing authorities organized a variety of cultural activities, such as temple fairs and themed exhibitions, which received positive feedback from the market.

The number of these events exceeded 2,100, which is 300 percent more than the figure for the 2019 Spring Festival holiday.

They played an important role in stirring the public’s enthusiasm for travel during the eight-day holiday, said a senior official from the Beijing Municipal Bureau of Culture and Tourism.

The capital received a total of 17.5 million tourist visits during the festival, up 25.7% on the same holiday period in 2019, with total tourism receipts up 27.4% on 2019. , reported the bureau.

In particular, traditional folk arts made their presence felt at Beijing’s major temple fairs, attracting a total of 5.2 million visits.

Tang Yan attracted much attention with its seven-day display of the delicate Beijing Juanren at the Ditan Temple Fair, one of the most popular of its kind.

“Visitors besiege our booth, make inquiries and buy our art products,” said Tang, taking great pleasure in the popularity of her favorite traditional art, a silk figurine that first appeared during the Han Dynasty (206 B.C. . BC – 220 AD).

Li Yingqing contributed to this story.

(Web editor: Tian Yi, Liang Jun)

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