**:People**.
Core Reading. With the hit of the TV series "To a Windy Place", Dali, Yunnan has become a popular tourist city. According to statistics, from January to December 2023, Dali Bai Autonomous Prefecture received a total of 9,530 tourists340,000 person-times, a year-on-year increase of 6739%。A drama brings "fire" to a city, and many tourists come to experience the local customs; The local area is also constantly improving the quality of services and enriching the supply of products, so that tourists can have a better cultural and tourism experience.
At 9 o'clock in the morning, on the bluestone slab road in front of the "Windy Courtyard" in Fengyangyi, Liuguanchang Village, Dali Bai Autonomous Prefecture, Yunnan Province, tourists who came to check in and take pictures had lined up in a long line.
I wanted to come and see it when the TV series was on the air, and today I finally got my wish. Liu Huiwen, a tourist from Hubei, did not choose the regular well-known scenic spots as the first stop in Dali, but got up early in the morning to come to Fengyangyi, just to find this "windy courtyard" that frequently appears in TV dramas.
The TV series that Liu Huiwen said was last year's hit "To a Windy Place". This is a TV series based on the theme of rural life in Dali and filmed in Dali. After the episode aired, many tourists came to visit. According to statistics, from January to December 2023, Dali Prefecture has received a total of 9,530 tourists340,000 person-times, a year-on-year increase of 6739%；Achieve a total tourism income of 16033.9 billion yuan, a year-on-year increase of 10467%。
A year has passed, and in Dali, the tourism-driven effect of this drama is still continuing.
A drama brings "fire" to a city.
Shaxi Ancient Town, the inn of Fengyangyi, the rice field of Xizhou Ancient Town, and the horse farm ...... of Nuodeng Ancient VillageIn January last year, "Going to a Windy Place" was launched, which not only captured the beautiful natural scenery of Dali with the camera, but also focused on showing the distinctive village architecture, national costumes, local snacks and intangible cultural heritage.
After the TV series was broadcast, many tourists came to visit the filming location in Dali. In particular, Fengyangyi Village, which often appears in the play, has welcomed many tourists under the drainage of the TV series.
Before the TV series was broadcast, the number of tourists in Fengyangyi was about 100 people every day, and after the broadcast of the show, the number of tourists was nearly 10,000 in a single day. Yang Mengmei, a member of the rural revitalization team of Liuguanchang Village, said.
A year has passed, the popularity of Fengyangyi is still the same, and during this year's New Year's Day holiday, the village received an average of 3,000 tourists per day. Zhang Yujia, the person in charge of the "Windy Courtyard", said that since the beginning of this year, almost all the reservation places for visits in the four periods of the courtyard every day have been filled, and the homestays for the Spring Festival holiday have also been fully booked. "Taking advantage of the popularity of film and television dramas, we have transformed the filming locations in the drama into coffee shops and homestays, and tourists can come to the courtyard to drink afternoon tea, taste the same food in the play, shoot the same **, and experience the life of the people in the play. ”
It's not just Fengyang-eup that's on fire. Zhang Hanmin, the state-level inheritor of Bai tie-dye and the person in charge of the Lanxu Xizhou Pastoral Store in Xizhou Ancient Town, said that in the past year, he has not been idle. "Many tourists come to experience the Bai tie-dye that appears in the play, and feel the charm of intangible cultural heritage culture in a stitch and thread. Zhang Hanmin introduced that the "windy" series of tie-dye souvenirs they produced were very popular, and they could sell more than 200 pieces a day at most.
This drama can be said to be a vivid promotional film for Dali's cultural tourism, integrating Dali's natural scenery, humanistic customs, and historical culture into it. Yang Meixiu, deputy director of the Dali Prefecture Culture and Tourism Bureau, said.
Film and television IP boosts city brand building.
"Going to a Windy Place" tells the story of a young urban woman who leaves the city and goes to the countryside of Dali to start a new life. Why does a drama bring "fire" to Dali's tourism market? Yang Meixiu believes that in addition to the scenery presented in the drama is desirable, the "slow" tone of this drama coincides with the lifestyle that Dali has created over the years, "Pastoral life, poetry and distance are Dali's temperament, which is in line with many people's yearning for 'slow life', and it is easier to arouse people's emotional resonance." ”
Taking tie-dye as an example, Zhang Hanmin said: "Drawing, tying, dipping and dyeing, and removing stitches ......."It takes at least two hours to make a tie-dye piece, and it's hard to spare that much time in the fast-paced city life, but you can in Dali. ”
Dali's lifestyle has attracted more and more people to come here. Lan Ruping and Hu Huanting, who are ** people from other provinces, met in Dali last year and formed a double pipa band. The band's first performance in Dali was on the fields of the ancient town of Xizhou. At sunset, the rustle of the wind through the rice fields and the sound of the pipa are intertwined, and the tourists and residents of the town are attracted by it. "This natural, inclusive, and romantic performance atmosphere makes us fully engaged and makes us rediscover the beauty of **. Hu Huanting said.
Yang Meixiu introduced that in recent years, Dali has continued to deepen the construction of the city's brand with the help of film and television IP, so that more people can know Dali, enter Dali, and fall in love with Dali.
Strive to make traffic "retention".
"Going to a Windy Place" ignited the audience's enthusiasm for travel to Dali, but how to make the popularity continue and convert the flow of film and television dramas into continuous tourist "retention"? Dali focuses on "practicing internal skills".
As the number of tourists increased, some villagers set up stalls selling local snacks and handicrafts on both sides of the road, making the already small road even more congested. After the discovery of the village-based team and the two village committees, a special area was planned in the village square, and the stall area was designed into a special market based on the history and culture of the village, and the villagers were invited to station. The environment is clean and the experience of tourists is better.
Yang Mengmei said that since May 2021, all departments at all levels have invested more than 3,400 yuan in Fengyangyi, implemented 32 infrastructure construction and cultural tourism industry projects, completed road upgrading and transformation, sanitation facilities, rain and sewage pipe network transformation, parking lot construction and other projects, comprehensively improved the public infrastructure of the village, and enhanced the appearance of the village.
Not only that, Fengyangyi also used the renovation of the old courtyard to introduce a number of places with cultural connotations, such as the Fengyang Tea Room of Dong Li, the state-level inheritor of the intangible cultural heritage skills of the Bai Nationality Sandao Tea, and the Nanjing Pioneer Bookstore. "For visitors to fall in love with the city, it needs to be culturally appealing. Yang Mengmei said.
From the 1959 movie "Five Golden Flowers", to the TV series "Dragon Babu", and then to the TV series "To a Windy Place", Dali has always been favored by literary and artistic creators.
In recent years, the integrated development of "film and television + cultural tourism" has continued to blossom and bear fruit in Dali. For example, the "Tianlong Babu Martial Arts Immersion Block" in Dali Tianlong Babu Film and Television City, combined with film and television dramas, launched the "Immersive Script Tour" project is quite popular with tourists.
The scenic spot cooperates with third-party professional institutions to innovate and create 12 unique 'script tour' themes and build an immersive martial arts theme block. Zhang Lina, deputy general manager of Dali Tourism Group Tianlong Babu Film and Television City Branch, said that since the official launch of the project in June last year, it has received more than 6,000 tourists.
At present, Dali Prefecture is improving the quality of tourism in an all-round way, strengthening the management of the tourism market, enriching the supply of tourism products, strengthening the promotion and marketing of cultural tourism, turning "flow" into "retention", and guarding the signboard of Dali tourism with practical actions. (Reporter Ye Chuanzeng).
People** 09/02/2024 12th edition).