Yingshan, Sichuan: Empowering the "Prosperity" of Various Industries with the "Rhyme" of Culture and Tourism

Recently, the 9th Plenary Session of the 14th Committee of the Communist Party of China in Yingshan County, Nanchong City, Sichuan Province was held. The meeting listened to and discussed the work report made by the County Party Secretary Jing Jian on behalf of the Standing Committee of the County Party Committee, and approved the "Decision of the Communist Party of China Yingshan County Party Committee on Deepening the Implementation of the Decision and Deployment of the Party Central Committee and the Provincial Party Committee to Promote the Deep Integration of Culture and Tourism and Write a Chapter to Accelerate the Construction of the Bashu Characteristic Cultural Tourism Development Demonstration Zone Yingshan" (hereinafter referred to as the "Decision"), which systematically expounds the issues of "why", "what" and "how" to integrate Yingshan's cultural and tourism development, and clearly depicts a new path for the integration of Yingshan's cultural and tourism development.

Small town ambition cultivates new driving forces for development

In the summer season, thousands of trees are lush and verdant. At the plenary session, more than 300 attendees were filled with excitement and enthusiastic applause, conveying confidence and strength.

In the first half of the year, Yingshan achieved a regional gross domestic product of 12.68 billion yuan, an increase of 6.0%, with a growth rate higher than the national, provincial, and municipal average levels, ranking second in the city. The economic and social development continued the good trend of steady improvement and steady progress... "These impressive numbers witness the city's persistent pursuit of striving for excellence and lay a solid foundation for promoting the integrated development of culture and tourism.

Outside the venue, the factories in Yingshan Economic Development Zone are lined up in rows, and the machines are buzzing incessantly; In the countryside, the rice waves turn golden and the fragrance fills the air, and the harvest is just in time; In the night market, the lights are dazzling and the crowd is bustling. A solid industrial foundation injects strong impetus into the integration of culture and tourism, and the strong market demand opens up vast horizons for cultural and tourism consumption.

Strolling through Yingshan, the bluestone road of the Jinshi Culture Scenic Area seems to echo with the footsteps of former candidates rushing to take the exam, while the former site of the Red Ninth Army Political Department silently tells the tumultuous history of the revolutionary era. Looking up into the distance, Taipeng Mountain is shrouded in clouds and mist, with layers of verdant mountains, and the clear waters of Qingshui Lake ripple and reflect the light of the sky; The wheels and agile figures inside the BMX Sports Center have become the most dynamic footnotes of this vibrant city.

Promoting the integrated development of culture and tourism is a concrete action to comprehensively implement the major decisions and deployments of the provincial and municipal committees, and a key path to seize development opportunities and cultivate new growth points in the county. We have the conditions and capabilities to explore a high-quality development path for culture and tourism that meets our own reality and the expectations of the masses. "The attendees were fully focused, occasionally bowing their heads to record, with a glimmer of anticipation in their eyes.

The plenary session pointed out that the main goal of promoting the deep integration of culture and tourism in Yingshan is to form a group of cultural and tourism integration formats with Yingshan characteristics and advantages by 2027, with added value of cultural and related industries and total tourism expenditure reaching 1 billion yuan and 8.3 billion yuan respectively. By 2030, the integration of culture and tourism will become more diverse, with significantly enhanced cultural influence, tourism attractiveness, and competitiveness of the cultural and tourism industry. The construction of a demonstration county for urban-rural integration development in the northern wing of the Chengdu Chongqing region will reach a new level.

What we want is not large-scale demolition and construction, but the meticulous refinement of 'micro transformation'; not blind investment, but the intelligent operation of 'light assets'. The plenary session revealed the pragmatic idea of Yingshan's development, which is to base on the existing foundation of various industries, give full play to the' empowerment 'role of cultural tourism, deeply embed cultural tourism into various aspects such as industry, agriculture, urban construction, etc., and find a path of cultural tourism development that is in line with current reality, gathers the strength of all parties, and pursues the maximization of comprehensive benefits.

Accurately find your own track

The plenary session was divided into groups for discussion, and the attendees spoke freely and the atmosphere was lively. What is there in Yingshan? What do tourists eat, play, and buy when they come? "These seemingly subtle questions are crucial to the success or failure of the integrated development of culture and tourism.

What's in Yingshan? The answer is hidden in the streets and alleys. The fragrance of Yingshan red oil, Yingshan cold noodles and Yingshan Red-Stewed Duck wafts in the air; Hosting the BMX series of events has made this small town famous in the sports industry; The statues of 57 Jinshi in Baita Park quietly tell the story of the cultural heritage of "being a high-ranking official and a successful candidate in the capital of Shu".

We don't seek to be big and comprehensive, but to be small and refined, unique and beautiful. How can we achieve this goal? The Decision proposes to promote the development of the cultural and tourism industry in all areas and formats according to local conditions, and provides six key tasks:

Let culture come alive. Adhere to the principle of "protection first, rational utilization, and minimal intervention", and improve the mechanism for the protection and inheritance of cultural heritage. Deeply explore the stories and cultural connotations of Jinshi, represented by Yu Shimei, strengthen the protection and utilization of red cultural relics such as the "Yingqu Campaign" and the former site of the Red Ninth Army Political Department, and promote the revitalization of folk handicrafts and traditional skills such as bamboo weaving, grass weaving, and liquor making.

Make the city 'fire'. Build the brand of "Small County Excellent City · Fireworks Camp Mountain" and construct the "Vitality Center Area" of the city. Promote differentiated development of the three major characteristic commercial districts: "Langrun International Xingyue City" highlights populism and high cost-effectiveness; The introduction of traditional Chinese opera performances, intangible cultural heritage cuisine, and other business formats into the "Shenghua City Fuxing Bridge" project aims to create a comprehensive commercial district; The positioning of "Furong Water Town - Aegean Sea · Yingli" is quality consumption, with supporting underpass tunnels to enhance accessibility. At the same time, we will improve the production techniques of Yingshan red oil, Yingshan cold noodles, Yingshan Red-Stewed Duck and other special products, develop portable ready to eat products, and develop local food IPs such as "Jinshi Feast", "Black Goat Feast", so that "Yingshan Taste" will be fragrant everywhere.

Make the competition 'hot'. We will make every effort to build the core IP of "China BMX · Yingshan Cycling Trail", upgrade the Yingshan BMX Sports Center, continue to hold the National Racing BMX Championships, actively apply for international level BMX events, orderly construct mountain bike tracks, and create a top choice for cycling events with national influence. At the same time, actively strive for influential esports events such as "King of Glory" and "Peace Elite" to settle in Yingshan, attracting more esports enthusiasts and tourists to participate and watch; Create a national fitness brand called "Healthy Camp Mountain · Happy Running", plan and organize a "National Event Week", and make the event economy a tipping point for cultural and tourism integration.

In addition, new forms of tourism such as research-based tourism, medical and elderly care tourism, and rural tourism will also be promoted simultaneously, building a new pattern of integrated development of "cultural tourism+hundred industries" and "hundred industries+cultural tourism".

Plastic brand refinement transforms "first-time customers" into "returning customers"

The integration of culture and tourism requires not only a beautiful "face", but also a warm "inside". The plenary session pointed out the need to firmly establish user thinking concepts, adhere to demand-oriented, experience oriented, and reputation oriented approaches, and promote two-way empowerment of traffic and retention.

The Decision will enhance the level of cultural and tourism services and internal driving force as an important lever to solve the problem of 'even the fragrance of wine fears deep alleys'. The current tourists are no longer paying for the 'big scenic spots', but are voting for the' small lucky spots'. The smaller the scene, the more genuine the emotions, the more popular the photos are, "this sentence made the attendees nod frequently.

How can the government and market balance their respective roles in the development of cultural tourism? The Decision points out that we should base ourselves on our own resource endowment, introduce influential cultural and tourism operation enterprises, cultivate a group of "growth oriented" and "small but refined" local enterprises, fully stimulate the vitality of market entities, better play the role of the government, leverage market forces with administrative power, and gradually develop a model of "government guidance, enterprise undertaking, and professional operation".

How to make more people understand and come to Yingshan? The Decision provides the "Yingshan Plan" for innovative promotion. Strengthen deep cooperation with mainstream social media and well-known internet celebrities to produce high-quality and internet savvy cultural and tourism promotional videos and short videos. It is reported that Yingshan is preparing a new media anchor incubation project, planning to cultivate local internet celebrities, allowing Yingshan people to tell Yingshan stories well and fully enhance communication traffic.

Element guarantee is the fundamental support for the development of cultural tourism. To create a "convenient mountain camp", orderly open internal parking lots of enterprises and institutions, fully guarantee the construction of major transportation projects, and comprehensively improve the convenience of the "fast travel and slow travel" transportation network. After the opening of the Chengdu Dalian Wanzhou high-speed railway, the travel time from Chengdu to Yingshan will be shortened to 50 minutes, which will greatly facilitate the travel of tourists

At the same time, we will strengthen the construction of the cultural and tourism talent team and create an innovative and skilled cultural and tourism talent team. Establish a sound standard system for the cultural and tourism service industry, establish credit records for cultural and tourism market entities, and resolutely ensure the standardized and healthy development of the cultural and tourism market.

The Decision also proposes to improve the working mechanism. Adhere to and strengthen the Party's comprehensive leadership over cultural and tourism work, establish and improve the mechanism for promoting key cultural and tourism projects, and ensure the implementation and effectiveness of various decision-making arrangements with a pragmatic and efficient work style.

The blueprint has been drawn, and it is time to move forward. Yingshan is breaking through the challenges and gaining momentum in the new journey of integrated development of culture and tourism. The attendees expressed their determination, determination to forge ahead, and practical work, striving to cultivate the cultural and tourism industry into a pillar industry, a livelihood industry, and a happiness industry, and contributing the "Yingshan strength" to the city's "winning the battle, building the sub center, and writing a new chapter". (Peng Chuanheng)