How to make the flow become ＂reserved＂, ＂online celebrity＂ become ＂long red＂ and attract more attention？ Quanzhou Anxi does this.
Core tips
"Three Ties and Three Worlds, visit Anxi."
Behind this hardcore cultural tourism brand, there are three world-class gold-lettered business cards: Tieguanyin, the world’s important agricultural cultural heritage and the intangible cultural heritage of mankind; Rattan technology, the only "rattan technology capital of the world" in the world; Smelting Iron, Qingyang Xiacaopu Iron Smelting Site is one of the 22 World Heritage Sites of "Quanzhou: the World Ocean Trade Center of China in Song and Yuan Dynasties".
In addition to gold-lettered signboards and gold-lettered business cards, Anxi has more-in the thick tea fragrance, this land is harmonious with nature and humanity, beautiful scenery, attractive food and fireworks, and material and intangible cultural heritage complement each other. Based on these unique resource advantages, in recent years, Anxi has actively promoted the deep integration of tea, culture and tourism, and the close and good interaction between the "three railways", and embarked on a new path of high-quality development of the cultural tourism economy in the county.
Pay attention to rewards
Melt out new wonderful "volumes" to new heights.
Anxi is rich in cultural tourism resources.
As the birthplace of Tieguanyin, there are beautiful scenery, fragrant tea fruits, 41 tea estates embedded in it, and three world-class cultural heritage business cards; Continue the context of the ancient county with a thousand years, where the cultural heritage is profound and the cultural heritage and intangible cultural heritage are scattered all over the place; Adhering to the humanistic spirit of "relying on one’s own bones to grow meat", it ranks among the top 100 counties in China from a national poverty-stricken county, with distinctive urban characteristics. The rapid development of industries in various fields, including tea industry, has also deeply accumulated the confidence of "ecological tourism" and "industrial tourism" for Anxi.
Yunling tea manor. Photo courtesy of Anxi County Sports Tourism Bureau
"The advantages of cultural tourism resources are not equal to the advantages of high-quality development of cultural tourism. We use lines and products as a bridge to promote the transformation of the two. " Cai Yajuan, director of Anxi County Cultural and Sports Tourism Bureau, introduced that last year, the bureau actively integrated the specialties, good things, scenery and industries of Anxi County, and launched four theme tourism products, namely, "Pinming Manor, Tea Rhyme Mountains and Seas", "Hot Spring Water Heating, Healthy Mountain and Seas", "Industrial Sightseeing, Smart Mountain and Seas" and "Tasting with the Tip of the Tongue". The market response was enthusiastic. Grasping the two routes of "Three Tiers and Three World Heritage" and Tea Travel, it has been well received by the industry. Among them, the trip of "Three Ties and Three Worlds, Enjoying the Life of Tea Fragrance" was awarded as the national tea town tourism boutique route in 2023, and the trip of "Haisi Tea Source Tea Tourism Resort" was selected as the national rural tourism boutique route in 2023.
The promotion of transformation consciousness, the cultivation of line products and the warming of response are behind the Anxi county party Committee and county government putting the development of cultural tourism economy on a more important agenda.
Anxi Qingyang Xiacaopu Iron Smelting Site. Photo courtesy of Anxi County Sports Tourism Bureau
Last year, Anxi successively issued heavyweight documents such as the "Cultural Travel+"special action, the work plan for promoting the construction of national cultural and tourism consumption pilot cities, and the support and reward measures for promoting the integration, innovation and development of cultural tourism economy and industry, and set up a special working group to implement five major actions such as "upgrading the energy level of cultural tourism industry". Under the framework of this policy package, Anxi proposed to leverage the brand radiation influence of "China Haisi Quanzhou in Song and Yuan Dynasties" to highlight the cultural charm of Anxi’s "Three Ties and Three World Heritage", promote the deep integration and development of culture and tourism industry, and improve the quality and efficiency of cultural tourism consumption. To this end, the county finance budget is more than 15 million yuan per year, which is used for awards in the fields of brand creation, planning and preparation of cultural tourism, introduction of cultural tourism sources, exhibition marketing of cultural tourism festivals, creation of characteristic homestay tea manor, development and marketing of tourism gifts, development and marketing of tourism food, and improvement of cultural tourism facilities and services.
Under the attention and rewards, the brave man also achieved results. Take cultural tourism festivals and exhibitions as an example. In the past year, the activities of promoting cultural tourism and promoting consumption by "Xi Shi You Wei", Quanzhou Mountain Ecology (Anxi Tea Manor) Tourism Festival, Anxi Wenchuang Tourism Commodity Competition, Anxi Tourism and Food Life Festival, Anxi Tea Festival, and Anxi Spring Festival theme activities of "Searching for Dragons" were spectacular. Only before and after the Spring Festival in the Year of the Loong, nearly 100 cultural tourism theme activities were launched in Anxi for two months, which melted new splendor on the road of deep integration of cultural tourism, and scored new heights for Anxi, Quanzhou and Fujian cultural tourism.
Innovation and creativity
Cultivate the format and invigorate the market.
Innovation is productivity, and so is the field of economy. Anxi, which is led by innovation and creativity, has made full efforts to develop the six elements of "eating, living, traveling, buying and entertaining" in the integration of tea and cultural tourism, which is refreshing and "stirring a pool of spring water" in the cultural tourism market.
"xiangfu family banquet" Photo courtesy of Anxi County Sports Tourism Bureau
Eat, a table of "Xiangfu Family Banquet", fragrant and floating in the dining hall of Peking University. At the beginning of April, in Xinyuan canteen of Peking University Xinyanyuan Campus, Hutou snack, a part of the "Xiangfu Family Banquet", was widely praised and enthusiastically sought after by teachers and students. This delicious food lesson made teachers and students from Anxi and Fujian more attached to their hometown, and also made teachers and students from Peking University know about Anxi and get to know Anxi.
Eating is becoming more and more important in people’s travel nowadays. Many young people describe tourism as "eating and eating", which shows that eating, like shopping, is an important way to appreciate the unique local culture. Based on this understanding, Anxi developed and launched a "Xiangfu Family Banquet" with a table of dishes in one county, and held many food consumption and selection activities such as "Picking up in Huaxi and Picking up Taste in the Stream" 2023 Anxi Tourism and Food Life Festival. With great efforts, the "Xiangfu Family Banquet" became famous gradually, and six catering enterprises were selected as the "New Fujian Cuisine, the Most Southern Fujian" Quanzhou famous food stores and popular famous stores, in order to attract tourists to Anxi, "a wave of special catering points" was given.
Gande B&B, the first high-speed B&B in Fujian Province. Photo courtesy of Anxi County Sports Tourism Bureau
Live, to explore and innovate and constantly enrich the choices, especially to provide citizens and tourists with an accommodation experience with the characteristics of tea country. Gande Town launched the first high-speed homestay in Fujian Province. In Guoxin Green Valley Tea Manor, B&B guests can find the pleasure of returning to the countryside from valleys, bamboo forests, sea of clouds and tea mountains during the day, and they can also watch the stars through the glass roof at night and go to a romantic appointment in the good ecology of the landscape tea village. Up to now, Anxi County has completed the upgrading of 29 "tea-scented homes" homestays.
Ok, to adapt to slow-paced travel, Anxi has opened six bus lines leading to scenic spots, and also completed the upgrading of parking lots in some scenic spots such as Fengshan.
Traveling, introducing technology and implanting AR technology in scenic spots have become a "sharp weapon" to attract young people. In Qingshuiyan Scenic Area, visitors only need to scan the QR code through their mobile phones and install small programs to experience the interaction. In addition, there are still many attempts to empower cultural tourism with the digital platform of "Anxi Tourism" and the album page of "Anxi Cultural Tourism Experience Hall" of Ctrip.
Buy, tea and the world, Anxi polite. In the first half of last year, Anxi released the first batch of 41 cultural and creative products in 10 series, covering cultural characteristics such as Anxi tea, rattan iron, faith and customs, and opera. At the end of last year, 52 tourist commodities were collected in the county, and online selection was carried out to vote for the most popular Anxi tourism gift.
Entertainment, named after the varieties and brands of tea trees, combines Anxi Gaojia Opera, Tieguanyin tea art, original ecological tea songs, Nanyin and other intangible heritages, and newly created stage drama Tieguanyin is a large-scale theme series sitcom of tea culture; Tieguanyin Men’s Team, with its "top flow" and tea songs and dances reflecting Tieguanyin’s unique wrapping skills, attracted warm applause every time it appeared.
Anxi Tieguanyin Group is a tourism and sightseeing factory in Fujian Province and a national industrial heritage. Its predecessor was the state-owned Anxi Tea Factory founded in 1952. Photo courtesy of Anxi County Sports Tourism Bureau
"In fact, we not only focus on the six elements and single point, but also attach importance to cross-domain integration and innovation." For example, Cai Yajuan said that today’s Anxi, "sightseeing+culture", tea manor has become a tourist attraction; "Art+tourism", tea culture has become a tourist performance, "industry+tourism", tea factory has become a tourist factory; "Teahouse+Food", the night market has become a tea culture leisure block; "Tea+leisure", tea shops have become teahouses and teahouses; "Tea Master+Folk Custom", the ancient building has become a tourist homestay, and the endless new formats have brought full vitality. Now everyone’s new understanding of Anxi Tea Travel is delicious, delicious, fun, beautiful, easy to live, and easy to take away.
internally and externally
It is necessary to be "online celebrity" and become "long red"
In the Internet era, online celebrity’s economy is reshaping the consumer market more and more profoundly. Facing up to the new trend of the development of this network era, Anxi braved the wind and waves, bravely stood at the forefront, and with a youthful move, grabbed the traffic and refused to admit defeat, promoting the "good wine" of Anxi Tea Travel, stepping out of the mountains, going to the country and going to the world.
Mount Foer is full of azaleas. Photo courtesy of Anxi County Sports Tourism Bureau
"The most beautiful April day on earth, enjoy the cuckoo on Foer Mountain". On April 11th, Foer Mountain Buddha Tianyan in Xianghua Township, Anxi, amid the bright red of new green and azaleas, Gaojia opera, She costume show, Xianghua cook’s food promotion, healthy mountaineering and other scenes appeared in turn. Through the pictures and texts of media reporters and short videos of bloggers, they appeared on newspaper screens and social platforms, bringing heat and passenger flow to this "Inner Anxi" tea-scented town.
Xianghua’s spring marketing is the spontaneous initiative of villages and towns, and it is also a habit formed under the atmosphere that the county attaches importance to marketing. Event and event marketing, Anxi keeps walking-
County leaders set an example by themselves. From June to September, 2023, "Feng Ming Yu Xi-Anxi Historical and Cultural Exhibition" was exhibited in China National Museum. Wu Yuzhou, secretary of Anxi County Party Committee, also went to Guobo Lecture Hall to give a lecture on the theme of "A Talk on Anxi’s History and Culture" to promote and promote a thick, rich and flesh-and-blood Anxi. "Northeast old irons, I’d like you to meet a friend from Anxi, Fujian, also called" old irons ",whose name is" Tieguanyin ". This year, in the Year of the Loong, the Northeast Old Tiers also came to see the dragon in Anxi, the oolong in southern Fujian. " Harbin Fire Out of the Circle, Liu Yongqiang, the county magistrate of Anxi County, made an invitation to speak for Anxi Tea Travel through a short video. Inside and outside the province, at the scene of various tea and cultural tourism activities in Anxi County, there is always a deputy magistrate Lu Rongbin platform and promotion figure.
Non-legacy flash into the ancient city. On the eve of the Spring Festival, many activities such as Anxi Opera Song and Dance, Tea Song te amo, Gaojia Opera, the distribution of special cultural and creative products, and the exhibition of intangible cultural heritage of blue printed cloth gathered a sea of onlookers in the downtown area, which quickly filled the popularity and goodwill.
The non-legacy team went to Beijing. At the end of March, the cultural brigade of "Xi Shi You Wei" presented an intangible feast in the Forbidden City, Peking University and other places, including Tieguanyin and Hutou snacks tasting, Gaojia opera and tea song te amo performance. The Gaojia opera "Li Guangdi" was performed in Mei Lanfang Grand Theatre, which set off a wave of Anxi voices among the people and tourists in the capital.
With tea as the medium, around the "International Tea Day" on May 21 last year, the cultural exchange seminar and tasting promotion activities of "Tea and the World" and Yaji, which were mainly participated by Anxi, were held at the United Nations Headquarters in new york, USA. Ambassadors of various countries who were dumped by Oriental Jiaming took the initiative to announce some praises on social media.
Anxi also regards publicity and marketing as an "amplifier" of effects, and the traditional mainstream media, social platforms and self-owned media keep pace. In the past year, Anxi has opened a short video platform account, and the WeChat WeChat official account of Anxi County Cultural and Sports Tourism Bureau has repeatedly entered the top 10 of the monthly communication index of new media in cultural tourism in counties (cities, districts) of Fujian Province.
At the same time, Anxi is also thinking about such a profound topic with Quanzhou and the province-how to make the flow become "reserved", "online celebrity" become "long red" and attract more attention. With the project as the backbone, investment promotion as the stamina and talent team as the support, Anxi will look to the longer term.
Tea garden movement. Li Yushan
The reporter was informed that Anxi exceeded its annual investment plan for key projects last year. This year, two cultural landmarks will be completed and put into use. Among them, Fengshan Academy (cultural center, museum, library) is included in this year’s "Project Excellence Year" completed project, which is expected to be put into use by the end of this year and will become a new landmark for the integration of cultural tourism in Anxi. The Opera Center is expected to be completed and accepted in May, and it will become the main position of Anxi traditional opera, drama, song and dance drama and other exhibitions, literary creation, and cultural travel performances, further enriching the night cultural travel life of the masses and tourists.
Attracting investment, last year, 37 cultural tourism projects were collected in the county, and the cultural tourism investment manual was compiled. There were 9 "going out" investment promotion activities throughout the year, and 34 cultural tourism economic projects were signed in the county with a total investment of 17.192 billion yuan. This year, we will strive to make new breakthroughs in the fields of "cultural tourism+"such as digital cultural creation, leisure and recreation, and film and television performing arts.
Talent echelon, has absorbed 14 cultural travel experts to form Anxi cultural travel think tank.
In 2024, Anxi put forward the high-quality development of cultural tourism economy, and will implement the special action of "upgrading cultural tourism", which will be deeply integrated into the overall situation of "Haisi starting point is fresh in Fujian" and "China Haisi Quanzhou in Song and Yuan Dynasties", so as to create a new glory in the deep integration and development of tea cultural tourism. (Reporter Sun Canfen correspondent Chen Bingzhou)