The Ministry of Culture and Tourism announced the top ten high-quality ice and snow tourism routes in the country, which conforms to the development trend of diversification, specialization and segmentation of ice and snow tourism consumption, and is committed to meeting the demand of ice and snow tourists for diversified, high-quality and cost-effective ice and snow tourism products, helping the innovation and development of the supply side of the ice and snow tourism industry, and exploring ways to solve the chronic problems of ice and snow tourism
Recently, the Department of Resource Development of the Ministry of Culture and Tourism issued a notice announcing the 2023-2024 national top ten ice and snow tourism boutique routes, which aims to implement the spirit of the general secretary's important instructions on "ice and snow is also a gold and silver mountain", "take the development of ice and snow economy as a new growth point, and promote the development of the whole industry chain of ice and snow sports, ice and snow culture, ice and snow equipment, and ice and snow tourism", and implement the "Several Measures to Release the Potential of Tourism Consumption and Promote the High-quality Development of Tourism" Action Plan for the Development of Ice and Snow Tourism (2021-2023)" and other documents will be deployed to promote the development of ice and snow tourism, expand domestic demand and promote consumption.
The 10 high-quality ice and snow tourism routes are "Winter Olympics Twin Cities, Meeting in Beijing and Zhangzhou", "Inside and Outside the Great Wall, Wrapped in Silver", "Daxinganling, Snow Spring Appointment", "Happy Ice and Snow, Liaoning Winter Rhyme", "Warm Meeting, Changbai Powder Snow", "Linhai Snow Plain, Northern Scenery", "Ancient City Millennium, Sliding Ancient and Modern", "Hexi Silk Road, Indulging in Ice and Snow", "National Customs, Northern Xinjiang Snow Capital", "Thousand Autumn Xiling, Southern Hot Snow".
The 10 ice and snow tourism boutique routes promote China's major node cities, ice and snow tourism spots, characteristic ice and snow activities and other tourism products along the route, covering sports, culture, tourism, education, health care and other formats, covering the northeast, north China, northwest, southwest and other regions, providing authoritative guidance for tourists to enjoy winter tourism, showing the unique charm of ice and snow tourism.
Ice and snow are also mountains of gold and silver. "This winter, the number of ice and snow tourism trips and tourism consumption ushered in explosive growth. During the New Year's Day holiday just past, Harbin, a veteran Internet celebrity city in Northeast China, was even more "out of the circle". During the three-day holiday, Harbin received a total of 304 tourists790,000 person-times, achieving a total tourism income of 591.4 billion yuan, the number of tourists received and the total tourism income reached a historical peak. This fresh case can be said to be the best response to the launch of the country's top ten ice and snow tourism boutique routes. Why does ice and snow tourism attract so much attention and attention?What is the significance of launching these ice and snow tourism boutique routes?Among the many ice and snow tourism cities, what are the advantages of Harbin being able to become popular and "out of the circle"?These questions are worth savoring and thinking about by cultural travelers.
Ice and snow tourism is a general term for the form of related tourism activities with ice and snow climate resources as the main tourist attraction and experience the connotation of ice and snow culture, which is a highly participatory, experiential and stimulating tourism project. China has huge potential for the development of ice and snow tourism, and the development of ice and snow tourism products that meet the needs of the public is an inherent requirement for expanding tourism consumption and an important measure to cultivate new growth points for the cultural tourism industry.
After years of development, China's ice and snow tourism has experienced three stages: initial, rapid development and initial maturity.
First, the depth of development of tourism products and industrial chain is insufficient, the number of routes in the group is few, the infrastructure and cultural connotation are insufficient, and the refined management and marketing methods need to be improved, which need to be standardized, supported and guided at the policy level. The announcement of the top ten national ice and snow tourism boutique routes, in line with the diversification, specialization and segmentation of ice and snow tourism consumption, is committed to meeting the needs of ice and snow tourists for diversified, high-quality, cost-effective ice and snow tourism products, helping the innovation and development of the supply side of the ice and snow tourism industry, and is also exploring ways to solve the chronic problems of ice and snow tourism.
In view of the development trend of "ice and snow + cultural tourism", how to develop ice and snow tourism, market positioning and product richness are the first issues to be considered. The largest audience for ice and snow tourism is ordinary tourists. Even in the world's most famous ski resorts, less than 20% of the customers are ski enthusiasts. Family customers and surrounding customers are the main source of ice and snow tourism. Ordinary tourists are not limited to the ski resorts and slopes that ski enthusiasts are keen on, but are more concerned about special ice and snow activities and facilities and services other than skiing. The 10 ice and snow tourism boutique routes connect ice and snow tourism spots, characteristic ice and snow activities and other tourism products along the line, which can not only provide more choices for ski enthusiasts, but also take into account the needs of ordinary tourists, and can better play a regional synergy, provide diversified products, and promote the overall development of local tourism.
The development of the ice and snow tourism industry should respect the natural conditions and the source market, pay attention to the excavation of local characteristics, not only to "recruit fresh", but also to "recruit fresh", not only to have ice and snow resources, but also to inject high-quality services into the whole field and the whole process of tourism. In the face of the swarming passenger flow, Harbin does not do the "cold queen" on the top, but with the enthusiasm and patience of an excellent waiter, from the first to the people, from ordinary citizens to practitioners, participate together, work together, actively respond to market changes and tourist needs, and strive to launch many "pet fans" means: from creating exclusive titles for southern friends "little potato" and "potato princess", to dancing at the airport to welcome guests at the airport of flight attendants, from the city subway incarnation to free "shuttle bus", Citizens drive private cars to pick up tourists, and then the brother uses the most gentle "clip sound" to talk to tourists, and the brother who complains about the price increase of tourists helps to complain after hearing it**, etc., and truly exchanges happiness with warmth and comfort, and exchanges precious trust with simple and enthusiastic actions, so that tourists can "come and return with fun", and use word-of-mouth to influence and drive more tourists to come.
The one who wants the same wins. The explosion of ice and snow tourism in Harbin is an integrated effect of a series of actions such as urban resource endowment, management services, public participation, and network boosting, and is the best feedback for the city's collective efforts and efforts. These practices of "doing everything possible to improve tourist satisfaction and experience" are becoming the "standard" for a new generation of online celebrity tourism cities such as Zibo and Harbin.
Practice has proved that enthusiasm and warmth are the greatest confidence to unite popularity and give the tourist city color and charm. Perhaps this is the most valuable lesson for the city to learn from, and it is also a vivid lesson for those long-criticized tourist destinations to learn from. (Author: Ma Zhentao, special commentator of China Tourism News;Editor: Song Yuqiu).