In the past year, reverse tourism and flat tourism have increased unabated, and the economy has developed to a certain stage, which requires personalized travel.

One night, 50,000+ followers! Jia Xinhe, who has never played Douyin, is not suitable for this "out of the circle" state. As the "female host" who took Dong Yuhui to visit Qiao's compound, with the help of her colleagues and the urging of "mothers-in-law" (Dong Yuhui's fans), she posted a few short videos, which are nothing more than the bits and pieces of a "post-95" office worker.

"I still want to be more down-to-earth, I don't want to rub any heat." Recently, on an afternoon, Jia Xinhe, who was holding a fan, arrived as promised. Dressed in a plain cheongsam, thin and fair-skinned, the eyebrows under the short hair are more playful and capable, less eloquent talk in the camera, but downright and generous, "There are also Dong Yuhui fans who came to me to explain, but I was not on duty at the time." I think the 'mothers-in-law' are cute. ”

This kind of cuteness makes Xiang Jun, the gold medal tour guide of Hubei, Martin, the gold medal tour guide of Henan, and the president of the Chongqing Food Culture Development Research Association, who is eager to introduce all the delicacies of Chongqing to netizens during the Chongqing trip, and others are out of the circle - the beautiful scenery and food of Yichang, the magnificence of the Three Gorges, the past and present life of Longmen Grottoes, and the detailed stories of the star city of Chongqing continue to output through these people who are out of the circle after Dong Yuhui's team leaves.

And the spread of the Qi County story of "Qiao's Courtyard +" seems to be waiting for Jia Xinhe and his colleagues to narrate. "We are all in the plan, how to do a good job in publicity and promotion on the premise of empowering scenic spots to do a good job in tourism elements." Liang Libin, director of the Bureau of Culture and Tourism of Qi County, Jinzhong City, said.

According to the statistics of the first financial reporter, after the "Walking with Hui to Read Mountains and Rivers" is currently walking in several provinces, cities and municipalities directly under the central government, the sales of live streaming have created about 1 billion yuan.

If you look at it purely from the data, there seems to be a certain gap between the commercial value brought by Dong Yuhui's "reading mountains and rivers" and Jay Chou's "carnival concert" directly driving cultural and tourism consumption of 500 million or 600 million yuan. But another value of Dong Yuhui is to bring tens of millions or even hundreds of millions of people to various places. This attention has "incubated" more "IP", including some local corporate brands, niche scenic spots, tour guides or museum directors in various places.

"Both are attention economies, Jay Chou's content IP is powerful, and Dong Yuhui still has to focus on 'content' to become bigger and stronger. The popularity of Xi'an is not divided into off-season and peak season, only day and night. The reason is very simple, Xi'an itself has a lot of content IP, not just relying on a super IP terracotta army, these constantly output content IP to form a huge magnetic force. Wei Pengju, dean of the Institute of Cultural Economics of the Central University of Finance and Economics, said, "'Cultural Tourism +' should be accumulated steadily, and the core is still content, and these small "IPs" need to grow into big IPs in order to make a local 'Cultural Tourism +' resources truly revitalize." ”

You have to find out your own family background

In the scorching midday sun, I felt cooler when I hid in the streets decorated with blue and white tarpaulins, and the ancient trees were shaded; The shops on both sides have their own paths, some make snuff bottles, some arrange intangible cultural heritage experiences, and some have glass installation art worlds, and everyone is waiting for the arrival of summer tourists in silence.

Although Qiao's compound has long been famous, the livelihood of the shops is also divided into off-season and peak season. At present, there are nearly 2 million tourists a year, 80% of whom are foreign tourists. In the travel strategy of foreign tourists, Qiaojia Courtyard is an indispensable option, but it is mostly used as a transit station and does not stay for a long time, which affects the income of carefully selected characteristic shops.

"We're thinking about solving this problem. How to let tourists come to Qiao's compound and stay for one night, 'Qiao's compound +' can make people have more understanding of Qi County, which has been civilized for thousands of years. Liang Libin said.

About a ten-minute drive from Qiaojia Compound is Changyuanhe National Wetland Park; Within 30 minutes' drive, it is the ancient city of Zhaoyu with a history of more than 1,500 years, and the West Street of the ancient city is the "financial center" of the heyday of the Jin Dynasty and the "Wall Street" of China. The East Street is relatively regular, and the scenic spots such as the Qujia Compound, the Wanli Tea Ceremony Museum, and the former residence of Qu Benqiao are more concentrated.

There is also a study tour Internet celebrity check-in point - the Red Sea Glass Pavilion along the line. The foreign trade export business of glass products is one of the important industries in Qi County, and the complete industrial chain and intangible cultural heritage skills make the visual impact of art quite strong.

Although the Qu family, the founder of the Qu family compound, is also a famous Jinzhong giant businessman since the Ming and Qing dynasties, and became famous earlier than the Qiao family, several scenic spots that are currently open are scattered in the ancient city of Zhaoyu, and the ancient city of Zhaoyu has completed part of the infrastructure construction and the cleanup, protection and restoration of ancient buildings such as important ticket numbers and tea houses.

"Who doesn't want to be 'Xi'an' and 'Erbin', but the right time, place and people are very important." A local director of the Bureau of Culture and Tourism said, "It takes economic strength to support all this. ”

"If you want to turn the traffic into 'retention', you can first turn over your own home, how much is the maximum number of tourists that can be carried by the star-rated hotels and B&Bs that meet the standards in your place? How many restaurants are there that meet the service hygiene standards? How much can transportation services and security contribute? ．．．．．． Harbin's popularity out of the circle seems to be accidental, but it is inevitable, and they have made full preparations for this. The director said.

Taking hotels as an example, the national hotel industry in June mainly showed a development characteristic: the rapid layout of luxury hotel brands, with a 500% month-on-month increase in openings and a 200% month-on-month increase in contracts. This phenomenon is mainly due to the strong support of the investment of state-owned enterprises in the hotel. The large domestic hotel groups are mainly stationed in the coastal and economically developed areas and their surrounding areas and large-scale development.

Qi County, which is located in the central region, currently has a hotel capacity of only a few thousand people. Suppose that the traffic becomes "retention", and the tourists' experience in Qi County is not good, and the traffic will also be wasted.

"Such cases are not uncommon. Last year, a music festival in a certain place became popular in the early stage, but in the later stage, because the items were stolen, negative news continued, and public opinion was difficult to collect. We have their experience and we have to be solid every step of the way. A number of local directors of culture and tourism agreed that

Find the emotional value code

"We are making full preparations for the day when the small city 'cultural tourism +' is out of the circle. The cultural tourism industry has entered a stage of high-quality development, and the new generation of Internet celebrity cities is no longer limited to the level and volume of cities, and there are opportunities for niche cities. Liang Libin said.

According to the data, the GDP in 2023 will be 1260582 billion yuan, an increase of 4.6% over the previous year, of which the tertiary industry will increase by 688238 billion yuan, an increase of 7.1%.

Wei Pengju believes that the innovation in all aspects has made "cultural tourism +" a three-dimensional image, which is ushering in a mature era of high-quality development, and the market is sinking.

It is worth noting that in addition to the person in charge of the local cultural and tourism bureau, some of the reception staff are also leaders of local cities or counties.

"If we only talk about cultural tourism, our right to speak or the areas that can be mobilized are limited, and they are only within the scope of our management, but when encountering similar major events, what is needed is the cooperation between multiple departments. From the level of development strategy, the participation of leaders may not be very important, but it is very clear that the key role played by 'cultural tourism +' in the transformation process of some places will affect the whole body and do it well, and niche cities will have the opportunity to get out of the circle. The director of the Bureau of Culture and Tourism said.

From the perspective of spatial pattern, Guangdong, Henan, Sichuan, Hunan and other provinces with large populations are important tourist source and destination, and the urban agglomerations in the Yangtze River Delta, Guangdong, Hong Kong and Macao, Chengdu-Chongqing, and Guanzhong are the most important tourist sources, destinations and transit stations in China.

"In the past year, reverse tourism and flat tourism have increased unabated, economic development has reached a certain stage, and personalized travel is needed. The new generation of Internet celebrity cities is no longer limited by the level of the city, and niche cities also have opportunities, such as Zibo's barbecue and Tianshui's Malatang. Wei Pengju said that niche cities need to take advantage of the situation to get out of the circle while being prepared, and at the same time, they also need to find the emotional value code and find attention, so as to usher in a deep "personality" awakening.