In recent years, the culture and tourism system in Shandong Province has continuously innovated the development concept, integrated cultural and tourism resources, introduced measures to benefit the people, and made great efforts to promote the high-quality development of culture and tourism, and achieved remarkable results. According to relevant data, from 20 17 to 202 1, Shandong province received 3.89 billion domestic and foreign tourists, achieving a total tourism revenue of 4.4 trillion yuan. As Shandong's cultural and tourism system continues to activate the innovation potential as a means and take the quality consciousness as a guide, it will promote the cultural tourism industry to improve quality, increase efficiency and empower, and take new steps in accelerating the construction of a strong cultural tourism province and promoting the high-quality development of the cultural and tourism industries.
Innovate the development model and guide the reshaping of the advantages of the cultural tourism industry.
The 12th Party Congress of Shandong Province proposed to create new advantages of cultural tourism industry. To shape the new advantages of the cultural tourism industry, it is necessary to upgrade the cultural tourism resources and innovate the development model, and a series of specific practical measures, such as building a new product supply pattern, stimulating the consumption potential of cultural tourism and promoting the development of regional tourism, cannot be separated from the escort of a series of new policies and measures. In recent years, Shandong Province has anchored the focus of promoting the innovation of cultural tourism industry, accelerating market cultivation, and expanding the supply of high-quality cultural tourism products, insisting on deepening the structural reform of the supply side as the main line, taking meeting the new needs of the people for tourism and leisure as the starting point, and promoting the high-quality development of cultural tourism formats through a series of innovations such as concepts, models and paths.
In terms of continuing to promote the construction of boutique tourist attractions, Shandong Province actively promotes the promotion of scenic products, promotes the reform of state-owned scenic spots, breaks the dependence on ticket economy, and promotes the innovation of scenic spots to launch a number of themed entertainment, script killing, immersive performing arts, research products and digital cultural creation. At the same time, in order to expand effective demand and speed up the recovery of the tourism market, Shandong Province has vigorously promoted the orderly reopening of scenic spots and preferential tickets for state-owned scenic spots. /kloc-From 0/6 to September 30, 2022, the first tickets of state-owned A-level scenic spots in Shandong were reduced by at least 50%, and the first tickets of state-owned scenic spots in Qingdao, Jining, Rizhao and Dezhou were free, which increased the popularity of scenic spots, boosted consumer confidence and promoted tourism.
Around the key area of "rural tourism", Shandong has also launched a series of positive measures. Shandong Province took the lead in creating tourist hotel clusters in China, and issued "Guidelines for Creating Tourist Hotel Clusters", striving to create the brand IP of "Good Times in the Country". Relying on the folk culture, farming culture and local culture contained in the "Twenty-four solar terms", key activities such as mountaineering festival, sea opening festival and music festival will be held in 16 cities in the province according to local conditions, so as to enrich the characteristic products of rural tourism, cultivate excellent rural tourism routes and stimulate rural tourism consumption.
In addition, Shandong cultural tourism system takes convenience, benefit and benefit as the starting point, and further releases the consumption potential of cultural tourism through cultural benefit and marketing promotion. On June 2nd, the 6th Shandong Culture and Tourism Consumption Season was launched. During the "consumption season", Shandong concentrated on issuing coupons for cultural tourism, subsidizing cultural and creative products, scenic spots and routes, cultural performances, star-rated hotels and homestays, and other cultural and tourism products with strong consumption drive and high degree of marketization, focusing on the four major consumption sectors of cultural creativity, leisure tourism, fine performing arts and digital cultural tourism, and organizing various thematic activities through "online+offline" and "thematic+"ways to vigorously implement consumption promotion actions.
Strengthen publicity and expand the world influence of cultural tourism brands.
Facing the transformation and development of tourism industry to the era of leisure vacation and comprehensive industry under the influence of the epidemic, Shandong has played a good "first move", continuously strengthened the planning of cultural tourism products through activities, continuously injected high-quality content into the "friendly Shandong" brand, and at the same time continuously strengthened publicity and innovation, amplified the propaganda volume of Shandong cultural tourism, and enhanced the communication power and influence of the "friendly Shandong" brand.
While continuously innovating and shaping new tourism products, Shandong Province insists on focusing on the research and development and promotion of tourism products to meet the hot demand of cultural tourism. In order to actively adapt to the situation of epidemic normalization prevention and control, Shandong Province has innovated the release mechanism of high-quality cultural tourism products in the province based on short-distance tourism markets such as intra-provincial tours and urban outings, and released a new platform for promoting high-quality cultural tourism products in the province, "Friendly Shandong New Experience". Accompanied by this, the new media matrix of "Friendly Shandong" continued to exert its strength, promoting the cultural tourism resources of the whole province in a diversified and multi-carrier way, creating a number of hot topics such as # Friendly Shandong, New Experience # # Shandong Handicraft # # Red Touching Qilu Powerful Country, Accompanying Our Bank #, and constantly amplifying the propaganda volume of "Friendly Shandong" with new media and online propaganda as the fulcrum.
At the same time, Shandong Province implemented the action plan of "Friendly Shandong" brand trademark to empower the high-quality development of the province's culture and tourism industry, and strengthened the integrated development of "Friendly Shandong" brand with cultural creation, intangible cultural heritage and rural revitalization through trademark free authorization. Carry out the creative work of "Friendly Shandong" joint funds and the selection of tourism products, explore the development model of "Friendly Shandong+Creative Work and Tourism Products", and continuously enhance the brand value of "Friendly Shandong" based on brand creative work.
Strengthen industry guidance and break the shackles of development through financial innovation.
Facing the vigorous development of cultural tourism in the whole province, in order to further optimize the market environment, standardize the market order, protect the legitimate rights and interests of tourists, and comprehensively improve the satisfaction of tourists, in recent years, Shandong has continuously promoted the high-quality development of the cultural tourism industry through a series of innovative measures such as promoting the construction of industry credit and promoting the rating of tourist hotels.
Shandong Province has successively issued the "Administrative Measures for the Advance Payment of Provincial Tourism Integrity in Shandong Province" to implement the advance payment system of tourism integrity in the whole province; The Measures for Credit Management of Shandong Culture and Tourism Market was compiled, and a new credit-based supervision mechanism for the culture and tourism market was initially established. Relying on the "Friendly Shandong Network" to build a smart travel platform, collect credit information records and credit files of market players and their employees in the cultural and tourism industries, improve credit information data resources, and realize credit information sharing; Actively organize the pilot demonstration of credit construction and credit supervision, expand credit application scenarios, and explore the pilot work of credit economic development.
At the same time, in order to shape industry standards and innovation, we will promote the rating of tourist homestays. Shandong Province held a meeting to promote the star rating of tourist hotels in Shandong Province, and issued the Notice on Promoting the Star Rating of Tourist Hotels in Shandong Province, which scientifically and reasonably defined the admission conditions of star-rated tourist hotels and revised and improved the evaluation standards of tourist hotels. It further promoted the high-quality development of tourist homestays, which not only met the market demand, but also helped enterprises solve problems under the normalization of epidemic prevention and control, and continued to help rural tourism upgrade and rural cultural revitalization.
The COVID-19 epidemic has caused great losses to cultural tourism. Faced with the problems that enterprises generally face, such as sharp decline in revenue, serious losses and broken capital chain, Shandong Province has continuously strengthened its linkage with the financial sector, gathered financial synergies, supported cultural tourism enterprises to solve problems, and boosted the recovery and development of the cultural tourism industry.
On the one hand, strengthen departmental cooperation and carry out special actions to solve the financing difficulties of cultural tourism enterprises. After the outbreak, various departments and financial institutions in Shandong Province established a linkage mechanism of financial support for the high-quality development of the cultural tourism industry, and supported the development of cultural tourism enterprises in terms of first loan cultivation, financial counseling, inclusive finance, financing guarantee, special bonds and consumption upgrading. We will carry out activities such as "Special Action of Financial Diagnosis and Treatment to Help Enterprises", "Financial Counseling Action of Cultural Tourism Enterprises" and "Action of Issuing Bonds to Overcome Difficulties", promote the implementation of the Pratt & Whitney enterprise credit loans Support Plan in the field of culture and tourism, and effectively solve the financing and loan difficulties of cultural tourism enterprises.
On the other hand, strengthen policy guidance, innovate financial products, and accurately serve cultural and travel enterprises. The Department of Culture and Tourism of Shandong Province, together with the Provincial Development and Reform Commission, the Provincial Department of Finance and the Department of Finance, has successively formulated and promulgated the Implementation Opinions on Finance Promoting the Development of Culture and Tourism Industry, Several Measures for Strengthening Finance to Support the High-quality Development of Culture and Tourism Industry, and the Implementation Plan for Promoting the Recovery and Development of Difficult Services Industries in Shandong Province. Form the "1 1+ 13+5" financial policy package from the aspects of increasing credit support, promoting financial service innovation, and improving the docking mechanism between banks and enterprises, and issue interpretation manuals, and carry out media publicity and expert interpretation; Launched "Lv Wen Zhenxing Loan" products, including Lv Wen financing loan and Lv Wen Easy Loan, which can meet the different financing needs of large and medium-sized enterprises and small and micro enterprises such as travel agencies and homestays; Actively guide cities to launch different types of financial support products according to local conditions, combine local characteristics, adhere to the situation, launch differentiated financial services, explore multi-channel financing channels such as government bonds and industrial funds, and support the development of cultural tourism enterprises by means of discount loans.
The upcoming 2022 Shandong Tourism Development Conference from June 26th to 27th will organize the unveiling of the cultural tourism training base of the Chinese-foreign cultural exchange center, the signing of a strategic cooperation agreement between the Chinese-foreign cultural exchange center and the Shandong Provincial Department of Culture and Tourism, the signing of key cultural tourism projects, the launching of the special action of "10 billion enterprises benefiting cultural tourism industry", and the awarding of medals and commendation. The golden signboard of "Friendly Shandong" is becoming more and more beautiful.