31省文旅产业怎么搞？这里藏着答案

How to deal with cultural tourism industry in 31 provinces? Here lies the answer

文旅业复苏按下“快进键”。

The recovery of the culture and tourism industry presses the "fast forward key."

“稳开高走，持续回暖。”2月20日，中国旅游研究院预测，2023年全年国内旅游人数约45.5亿人次，同比增长73%，约恢复至2019年的76%；实现国内旅游收入约4万亿元，同比增长约89%，约恢复至2019年的71%。2023年全年入出境游客人数有望超过9000万人次，同比翻一番，恢复至疫情前的31.5%。

"Steady open high, continued warming." On February 20, the China Tourism Academy predicted that the total number of domestic tourists in 2023 would be 4.55 billion, up 73% year on year, and about 76% of that in 2019. Domestic tourism revenue reached about 4 trillion yuan, an increase of about 89% year on year, recovering to 71% of 2019. The number of inbound and outbound tourists is expected to exceed 90 million in 2023, doubling year-on-year and returning to 31.5% of the pre-epidemic level.

相继公布的31省政府工作报告中，重振文旅产业，成为2023年各地稳增长、扩内需、强信心的“必选动作”。各省不约而同传递出推动文旅产业高质量发展积极信号，多地百亿级、千亿级文旅项目密集亮相。

In the 31 provincial government work reports released one after another, the revitalization of cultural and tourism industry has become a "necessary action" to stabilize growth, expand domestic demand and strengthen confidence in 2023. All provinces sent a positive signal to promote the high-quality development of cultural and tourism industry, and many places saw the appearance of tens of billions or hundreds of billions of cultural and tourism projects.

各省文旅工作传递新趋势、新动向

New Trends and Trends in the Transmission of Cultural and Tourism Work in Various Provinces

世界旅游城市联合会特聘专家王笑宇认为，“各省文旅工作呈现3大趋势：一是以文旅复苏为牵引，刺激消费振兴以及开展相关商贸活动；二是偏重打造产品，如冰雪文旅、乡村游、研学游、生态游等新业态；三是政策导向更精准，政府聚焦公共服务设施打造，企业聚焦产品，且有明确的资金扶持计划。”

According to Wang Xiaoyu, a special expert of the World Tourism Cities Federation, "Cultural tourism work in provinces presents three trends: First, it is driven by the recovery of cultural tourism to stimulate consumption and carry out related business activities; Second, focus on creating products, such as snow and ice culture tour, rural tour, research tour, ecological tour and other new business forms; Third, the policy orientation is more precise, the government focuses on public service facilities, enterprises focus on products, and there is a clear financial support plan."

北京联合大学中国旅游经济与政策研究中心主任曾博伟表示，各省更注重高质量发展，比如，围绕建设世界级旅游度假区、世界级重要旅游目的地、休闲旅游城市等，规划系列重点任务。此外，更关注国际化，注重吸引国际游客，入境游停滞3年迎来机遇期，不仅是吸引国际游客，更在服务水平上对标国际。

Zeng Bowei, director of the China Tourism Economics and Policy Research Center at Beijing Union University, said the provinces are paying more attention to high-quality development, such as planning a series of key tasks around building world-class tourism resorts, world-class important tourism destinations and leisure tourism cities. In addition, it pays more attention to internationalization and attracts international tourists. Inbound tourism has been stagnant for 3 years, ushering in an opportunity period. It is not only attracting international tourists, but also benchmarking international service level.

中国旅游报社前社长/总编辑高舜礼特别关注到，广西、四川、福建、云南、安徽、甘肃6个省份将创建世界级旅游景区/度假区提上议程。

Gao Shunli, former president/editor-in-chief of the China Tourism Press, noted that six provinces -- Guangxi, Sichuan, Fujian, Yunnan, Anhui and Gansu -- are on the agenda to create world-class tourist attractions/resorts.

“ ‘十四五’旅游业发展规划，确定2025年我国将建设一批富有文化底蕴的世界级旅游景区和度假区。今年约占全国1/5省份的这项旅游重点工作，进入启动程序。” 高舜礼表示。

"The 14th Five-Year Plan for Tourism Development determines that a number of world-class tourist attractions and resorts with rich cultural deposits will be built in China by 2025. This year, about one-fifth of the provinces in China will start the key work on tourism." Mr Gao said.

关键词一：文旅复苏 提振消费

Key word 1: Culture and tourism recovery boosts consumption

2023年是“消费提振年”，随着旅游热潮的回归，各省多措并举按下“加速键”，持续释放消费活力。

2023 is the "consumption boost year". With the return of tourism boom, provinces have taken multiple measures to press the "acceleration button" and continue to release the vitality of consumption.

如何提振消费，赋能文旅？各省招数不一。

How to boost consumption and enable cultural travel? Each province has different tactics.

北京把恢复和扩大消费摆在优先位置。培育数字消费、文化消费、冰雪消费，加强商旅文体等消费跨界融合。

Beijing has prioritized restoring and expanding consumption. We will foster digital consumption, cultural consumption, and ice and snow consumption, and strengthen cross-border integration of business, tourism, sports, and cultural consumption.

天津实施百年金街、古文化街、意式风情区等传统商圈提质升级，加力发展首发首店经济，促进新场景消费赋能。

Tianjin has improved the quality of traditional business areas such as Baiannuity Street, ancient Culture Street and Italian style Zone, and made more efforts to develop the economy of first store and promote the empowerment of new scene consumption.

云南推动旅游市场强劲复苏，加快“门票经济”“观光经济”向“综合消费经济”转变，旅游总收入超过1.2万亿元。

Yunnan has promoted strong recovery of its tourism market and accelerated the transformation from "ticket economy" and "sightseeing economy" to "comprehensive consumption economy", with the total tourism revenue exceeding 1.2 trillion yuan.

海南以旅游复苏为牵引，实施“促消费六大行动”，力争旅游人数、旅游收入分别增长20%和25%，离岛免税购物销售额突破800亿元。推动线上线下消费融合发展，建立以免税店为引爆点、多种商业业态复合的繁荣商圈，打造国际旅游消费中心标志性工程。

Driven by the recovery of tourism, Hainan has implemented six actions to promote consumption, striving to increase the number of tourists and tourism income by 20% and 25% respectively, with duty-free shopping sales on the outgrowth islands exceeding 80 billion yuan. We will promote the integrated development of online and offline consumption, establish a prosperous business district with duty-free shops as the tipping point and multiple business forms, and build a landmark project to become an international tourism consumption center.

同时，上海、江苏、江西等省均提出，着力推动文旅消费新热点，促进服务业提质扩容和消费回暖升级。

At the same time, Shanghai, Jiangsu, Jiangxi and other provinces have proposed to promote new hot spots of cultural and tourism consumption, improve the quality and expand the service sector, and promote recovery and upgrading of consumption.

真金白银的惠民补贴、节事活动拉动、加强客源招徕、优化消费环境等政策，均指向以文旅复苏，提振消费。据悉，山东省级财政安排3000万元文旅惠民消费补助，各市共同发放1亿元以上文旅惠民消费券，合力撬动200亿元以上文旅市场消费。

Policies such as real money subsidies for the people, promoting festival activities, enhancing tourist attraction, and improving the consumption environment are all aimed at reviving cultural tourism and boosting consumption. It is reported that Shandong provincial finance has arranged 30 million yuan of cultural tourism subsidies to benefit the people, and each city jointly issued more than 100 million yuan of cultural tourism benefit vouchers, and jointly leveraged more than 20 billion yuan of cultural tourism market consumption.

北京第二外国语学院首都文化和旅游发展研究院执行院长、文旅部“十四五”规划专家委员会委员厉新建表示，“各省在文旅融合之外，以更开放的思维加强与其他行业，尤其是体育、商务等的融合发展，有效回应市场需求变化，满足人们品质化休闲的需要。而通过廊道性产品、贯穿性产品、链接性产品的建设，对于串珠成链，有效放大点状景观空间价值非常重要。”

Li Xinjian, executive director of the Capital Culture and Tourism Development Institute of Beijing International Studies University and a member of the 14th Five-Year Plan expert committee of the Ministry of Culture and Tourism, said, "Apart from the integration of culture and tourism, provinces should strengthen the integration and development of other industries, especially sports and business, with a more open mind to effectively respond to changes in market demand and meet people's needs for high-quality leisure. Through the construction of corridor products, penetrating products and linking products, it is very important to effectively enlarge the spatial value of dot landscape."

关键词二： 发力供给 三量齐升

Keyword 2: Three quantities of power supply rise together

王笑宇告诉新旅界（Lvjie Media），除了对需求端消费刺激外，2023年各省文旅工作的一大变化是侧重发力供给端，扶持重点产品。

Wang Xiaoyu told Lvjie Media that in addition to stimulating consumption at the demand end, one of the major changes in provincial cultural and tourism work in 2023 is to focus on the supply end and support key products.

“针对新阶段文旅消费需求，进行基础产品开发支持、产品创新支持，恰逢其时。在未来文旅大市场中，政府做好公共服务配套和提升、信用和品质监督、公共交通服务等保障，引导市场主体创新突破，开发高质量文旅产品，才能适应新的消费需求。” 王笑宇表示。

"It is timely to support basic product development and product innovation in response to the consumption demand of cultural and tourism in the new stage. In the future cultural tourism market, the government should ensure the supporting and upgrading of public services, credit and quality supervision, public transport services, and guide market players to make breakthroughs in innovation and develop high-quality cultural tourism products, so as to meet the new consumer demand." Wang Xiaoyu said.

发力供给端，各省不遗余力，不仅明确方向，更提出了投资计划。

On the supply side, the provinces have spared no effort, not only clarifying the direction, but also putting forward investment plans.

山西加快构建现代化基础设施体系。再建成三个一号旅游公路支线、连接线2400公里。

Shanxi accelerated the construction of a modern infrastructure system. Three branch lines and 2,400 km of connecting lines of No. 1 tourist highway will be completed.

内蒙古围绕产业发展优化基础设施布局，规划建设一批园区铁路专用线和旅游路、产业路，增强产业园区、旅游景区的配套服务功能。

Inner Mongolia has optimized the layout of infrastructure for industrial development, planning and building a number of special railway lines, tourist roads and industrial roads for industrial parks and tourist attractions to enhance their supporting service functions.

广东提出支持横琴培育壮大科技研发和高端制造、中医药等澳门品牌工业、文旅会展商贸、现代金融等重点产业，推动“分线管理”和澳门新街坊建设，提升琴澳一体化发展水平。

Guangdong proposes to support Hengqin in cultivating and expanding Macao brand industries such as scientific and technological research and development, high-end manufacturing, traditional Chinese medicine, culture, tourism, exhibition and trade, modern finance, and other key industries, promote "line management" and the construction of new communities in Macao, and enhance the level of integrated development of Qin and Macao.

浙江加快推进文旅深度融合，完成文旅项目年度投资3000亿元以上，推动文旅资源串珠成链、文旅产品提档升级、文旅业态丰富多元，培育30家千万级核心大景区，新增10个示范景区镇、50个金3A景区村。并全力建成省之江文化中心；加快建设省全民健身中心；新增“15分钟品质文化生活圈”3000个、城市书房200家、乡村博物馆200家、文化驿站100家；新建五星级文化礼堂500家；新建省级基层体育场地设施1000个、“环浙步道”2500公里。

Zhejiang has accelerated the deep integration of cultural and tourism, completed the annual investment of more than 300 billion yuan in cultural and tourism projects, promoted the beading of cultural and tourism resources, the upgrading of cultural and tourism products, and the diversification of cultural and tourism business forms. 30 core scenic spots of 10 million level have been cultivated, and 10 new demonstration scenic towns and 50 golden 3A scenic villages have been added. And strive to build the provincial Zhijiang Cultural center; Accelerate the construction of provincial national fitness center; There are 3,000 new "15-minute quality cultural life circle", 200 urban study rooms, 200 rural museums and 100 cultural post stations. 500 new five-star cultural auditoriums; A total of 1,000 provincial-level grassroots sports venues and facilities have been built, and 2,500 kilometers of "circum-Zhejiang Trail" have been built.

为落实发力供给端，多地重大项目建设掀起拼抢“开门红”浪潮。据初步统计，多地文旅项目“三量”（数量、体量、质量）较前3年明显提升，为推动文旅产业高质量发展夯实基础、凝聚势能。

In order to implement the power supply side, the construction of major projects in many places set off a wave of "good start". According to preliminary statistics, the "three quantities" (quantity, volume and quality) of cultural tourism projects in many places have significantly increased compared with the previous three years, which lays a solid foundation and gathers potential energy for promoting high-quality development of cultural tourism industry.

贵州涉旅游产业化项目312个，年度计划投资605.01亿元，数量和投资额同比大幅提升（2022年旅游产业项目250个，完成投资287.72亿元）。

Guizhou has 312 tourism industrialization projects, with an annual planned investment of 60.501 billion yuan, the number and investment increased significantly compared with the same period last year (250 tourism industry projects in 2022, with an investment of 28.772 billion yuan).

浙江投资文旅项目96个，5年计划投资1511亿元；涉及文旅体产业省级重大项目57个，5年计划投资930亿元。

96 cultural and tourism projects in Zhejiang, with a planned investment of 151.1 billion yuan in 5 years; It will involve 57 provincial-level major projects in the cultural, tourism and sports industries, with a planned investment of 93 billion yuan over five years.

广东省级重大文旅项目54个，如深圳科技馆（新馆）。

There are 54 major cultural and tourism projects at the provincial level in Guangdong, such as Shenzhen Science and Technology Museum (new museum).

福建省级重点文旅项目43个，如八闽（漳州）不夜城、武夷山市岚境溪谷文旅综合体等。

There are 43 provincial key cultural and tourism projects in Fujian, such as Eight Fujian (Zhangzhou) Sleepless City and Wuyishan City Lanjing Valley Cultural and Tourism Complex.

山东涉文旅重点项目36个，涵盖文化产业园区、智能穿戴制造、文旅综合体等。

"There are 36 key projects related to cultural tourism in Shandong, covering cultural industry park, intelligent wear manufacturing, cultural tourism complex, etc."

河北文体旅游等重大项目30个，包括数字基础设施及应用和现代服务业两大类。

There are 30 major projects such as sports tourism in Hebei, including digital infrastructure and application and modern service industry.

天津15个文旅项目，总投资超1600亿。

Tianjin has 15 cultural and tourism projects with a total investment of more than 160 billion yuan.

四川涉文旅新开工项目13个，包括峨眉南山生态旅游基础设施及配套工程、泸州学士山文创产业园、西昌建川电影博物馆聚落等。

Thirteen cultural tourism projects were launched in Sichuan, including ecological tourism infrastructure and supporting projects of Nanshan Emei Mountain, Culture and Innovation Industrial Park of Bishi Mountain Luzhou, and settlement of Jianchuan Film Museum in Xichang.

上海涉文旅重大项目12个，包括金山乐高乐园、上海大歌剧院、世博文化公园等。

There are 12 major cultural tourism projects inShanghai Grand Opera House, including Jinshan Legoland Park, Shanghai Grand Opera House, World Expo Cultural Park, etc.

厉新建表示，“总体而言，今年各省文旅工作在以往基础上有延续、有创新。在中国式现代化新征程中抓旅游工作，要强调长期主义，常抓不懈，如果一味跟风跟热点，恐怕很难为高质量旅游发展打下坚实基础。”

"On the whole, this year's cultural and tourism work in the provinces has continued and innovated on the basis of the past. In order to focus on tourism in the new journey of Chinese modernization, we should emphasize long-termism and make unremitting efforts. If we blindly follow the trends and hot spots, it is difficult to lay a solid foundation for the development of high-quality tourism."

关键词三：世界级旅游度假区 启动先行

Keyword 3: World-class tourist resort starts first

近年来，文旅消费从简单的观光与休闲，逐步转变为品质观光与主题休闲、度假并存，高性价比和文旅体验兼顾，即追求旅游品质提升、主题文化多元、产品体验深化等消费体验。

In recent years, cultural tourism consumption has gradually changed from simple sightseeing and leisure to quality tourism, themed leisure and vacation, high cost performance and cultural tourism experience, that is, the pursuit of tourism quality improvement, diversified theme culture, product experience deepening consumption experience.

基于此，引导和扶持更高性价比、更好服务品质、更优旅游产品，成为2023年各省文旅工作重点。特别值得关注的是，创建世界级旅游景区/度假区、世界重要旅游目的地等成为不少省份的重中之重。

Based on this, guiding and supporting tourism products with higher cost performance, better service quality and better quality has become the focus of cultural and tourism work of all provinces in 2023. It is particularly noteworthy that creating world-class tourist attractions/resorts and world important tourist destinations has become the top priority in many provinces.

在高舜礼看来，全国约有1/5的省份启动建设世界级旅游景区/度假区，起码说明三个问题：

In Gao's opinion, about one-fifth of China's provinces have started to build world-class tourist attractions/resorts, which means at least three problems:

一是，距2025年国务院宣布的创建目标还有不到3年，时间紧、任务重，部分省份主动谋划启动创建，反映了对国家“十四五”旅游规划任务的主动担当。

First, less than 3 years are left before the goal of 2025 announced by The State Council. The time is tight and the task is heavy. Some provinces take the initiative to plan and start the construction, which reflects the initiative to shoulder the task of national "14th Five-Year Plan" tourism planning.

二是，除云南外，有关省在统筹基础上，确定了开展创建的地点和单位。如：广西提出建设世界旅游目的地，把桂林建设为世界级旅游城市，把漓江景区、遇龙河国家级旅游度假区创建为世界级旅游景区、度假区。

Second, with the exception of Yunnan, the relevant provinces have determined the locations and units for the establishment on the basis of overall planning. For example, Guangxi has proposed to build itself into a world tourist destination, making Guilin a world-class tourist city and Lijiang River Scenic Area and Yulong River National Tourist resort world-class tourist attractions and resorts.

三是，6省仅是率先“觉悟者”，并非其它省市不具备条件或没有此类愿望，这6个省份是点燃全国创建的“星星之火”。

Third, the 6 provinces are only the first "consciousness", not other provinces and cities do not have the conditions or no such desire, these 6 provinces are lit up the national creation of the "spark".

从工农业旅游示范点、到优秀旅游城市创建，再到5A级景区、全域旅游示范区创建，中国旅游业已积累了领先世界、堪称特色的创建工作经验。世界级景区/度假区创建能否出新、出圈，做出带有突破性的“入围”要诀？值得期待。

From the establishment of industrial and agricultural tourism demonstration sites, to the establishment of excellent tourism cities, and then to the establishment of 5A scenic spots and all-region tourism demonstration zones, China's tourism industry has accumulated world-leading and distinctive experience in the establishment of work. Can world-class scenic spots/resorts create new, out of the circle, make a breakthrough "shortlisting" key? Worth looking forward to.

对此，高舜礼认为，无论是由6省创建打头阵，还是在全国全面铺开这项工作，只要立足国情、瞄准国际，脚踏实地推进，就一定会产生不小的现实性意义：

In this regard, Gao Shunli believes that whether the work is set up by the six provinces or rolled out across the country, as long as it is based on the national conditions, aiming at the international, it will certainly have a great practical significance:

一是树立旅游发展的更高标杆，对未来同类业态形成积极示范和引领；

First, set a higher benchmark for tourism development, and actively demonstrate and guide similar forms of business in the future;

二是营造良好的旅游国际形象，通过建设和宣传一批世界级水平旅游产品，率先在各国旅游者心中树立中国与国际接轨、乃至领先世界的形象；

Second, to create a good international image of tourism, through the construction and promotion of a number of world-class tourism products, take the lead in establishing in the minds of tourists from all countries that China is in line with the international community and even leading the world image;

三是建设一批世界级旅游产品，有利于引领优质旅游供给，提升旅游整体实力和竞争力，对2035年中国基本建成世界旅游强国做出积极贡献。

Third, the development of a number of world-class tourism products will help lead the supply of high-quality tourism, improve the overall strength and competitiveness of tourism, and make positive contribution to the basic building of China into a world tourism power by 2035.

厉新建则建议，“与国家战略相衔接，注重高品质世界级旅游度假区及目的地的打造，一定要避免狭隘的国际化，国际化不一定是客源的国际化，更应该是服务、管理、标准、创意等方面的国际化。”

Li suggested, "In line with the national strategy, focus on building high-quality world-class tourism resorts and destinations, and avoid narrow internationalization. Internationalization is not necessarily about the source of tourists, but more about service, management, standards and creativity."