Culture and tourism are important contents of the construction of Guangdong Hong Kong Macao Great Bay area. According to the outline of the development plan of Guangdong Hong Kong Macao Bay area, building a “high-quality life circle suitable for living, working and traveling” is determined as one of the five strategic positioning of Guangdong Hong Kong Macao Bay area.
At the 2022 provincial Conference on culture and tourism held recently, Wang Yiyang, party secretary and director of the Guangdong Provincial Department of culture and tourism, said that Guangdong will build culture and tourism into an important support for the construction of spiritual civilization and an important pillar of material civilization in the province, strive to shape new cultural advantages in the new era and lead economic advantages with cultural advantages, Accelerate the construction of a world-class tourism destination in Guangdong, Hong Kong and Macao, and build a strong province of culture and tourism at a higher level.
Building a world-class tourism destination has become an important starting point for Guangdong to build a strong province of culture and tourism.
Throughout the three world-class Bay areas, such as New York, San Francisco and Tokyo, are important tourist destinations in the world and lead the global fashion consumption trend. Many experts interviewed said that the Great Bay area of Guangdong, Hong Kong and Macao has a suitable climate, profound cultural heritage and rich tourism resources. At the same time, it also has multiple advantages such as multi-cultural integration, developed science and technology industry and perfect transportation facilities. It has great potential in building a world-class tourism destination.
In fact, with the rapid economic development, the flow of people, logistics and information from all over the world converge in Dawan District, and the construction of world-class tourism destinations has achieved initial results. According to the data of Guangdong Provincial Department of culture and tourism, during the 13th Five Year Plan period, Guangdong has created a national cultural industry demonstration park, five national tourism demonstration zones and two national tourist resorts, and added three 5A tourist attractions. The total tourism revenue and inbound overnight tourists of the province have remained the first in China for many years.
According to the objectives of the 14th five year plan for the development of culture and tourism in Guangdong Province, by 2025, Guangdong’s modern tourism system will be more perfect, a number of world-class scenic spots and tourist resorts with rich cultural heritage will be built, and a number of tourism and leisure cities and blocks above the provincial level with distinctive cultural characteristics will be built. The comprehensive contribution of tourism to the economy of the whole province will be continuously improved. By 2035, build a strong province of culture and tourism at a higher level.
Tell a good story about the integration of culture and tourism in the bay area
The water in one bay is green and the litchi on both sides is red. During the Spring Festival of the year of the tiger, Guangzhou yongqingfang visited ancient streets, flower markets and sighed intangible cultural heritage, which was included in the “punch in list” by more and more tourists coming to Dawan district.
During the Spring Festival of the year of the tiger, yongqingfang held traditional activities with unique Lingnan characteristics, such as lion awakening, colorful youth and God of wealth parade, and met the diversified needs of tourists to experience Lingnan traditional folk customs and feel Lingnan creative vitality by setting up a spring festival water flower market and special market.
According to statistics, during the Spring Festival holiday, yongqingfang received about 380000 passengers, a year-on-year increase of 13%; Merchants achieved sales of more than 4 million yuan, an increase of 113% year-on-year.
From the deserted streets and alleys to the first batch of national tourist resorts, yongqingfang has activated the new vitality of the old city with “embroidery” and realized a gorgeous turn. It has also become a model of “leaving memories for the city and making people remember nostalgia” in Guangdong, Hong Kong and Macao Dawan district.
“Dawan district does not lack cultural resources, but lacks high-quality Bay Area stories.” Wu Zhicai, director of Guangdong tourism strategy and Policy Research Center of South China University of technology, believes that yongqingfang has realized the three integration of communities and scenic spots, local citizens and tourists, traditional culture and new business forms, which provides an example for the living integration of cultural industry and tourism in Dawan district.
“Yongqingfang itself is a traditional community in Xiguan, Guangzhou. Therefore, it contains the most authentic and real cultural life scenes in Lingnan, which also makes yongqingfang have unique advantages in realizing ‘host guest sharing’. Here, traditional time-honored brands blend and collide with fashion, further activating the new vitality of cultural and tourism products.” Wu Zhicai said.
The activation and upgrading of yongqingfang is also the epitome of the story of good cultural and tourism integration in Guangdong, Hong Kong and Macao Dawan district. The three-year action plan for accelerating the integrated development of culture and tourism (20202022) issued by Guangdong proposes to build a number of cultural heritage tourism brands and build a world-class cultural tourism destination with deep integration of culture and tourism through the implementation of Lingnan Characteristic Cultural Inheritance and utilization project.
“Guangdong always adheres to shaping tourism with culture and highlighting culture with tourism. Culture has content advantages and tourism has channel advantages. The integration of culture and tourism can make culture more dynamic and tourism more meaningful.” Wang Yiyang once said publicly.
The new model of linear cultural heritage protection and utilization has also become a new bright spot for Guangdong, Hong Kong and Macao Bay area to build a world-class tourism destination.
Since 2019, relying on historical and cultural resources such as Guangfu culture, Chaoshan culture and Hakka culture, Guangdong has excavated and integrated linear cultural heritage with rich connotation, including water village culture, Haisi culture, red culture and overseas Chinese batch culture, and planned to create two batches of 70 historical and cultural tours in total.
“At present, there are more than 400 high-quality routes and areas such as historical and cultural trails in Guangdong, cultural heritage trails in Dawan District, and cultural and tourism characteristic villages , it has realized the chain of scattered traditional villages, cultural heritage, historical buildings, beautiful villages and ecological landscapes, and met the experiential tourism needs of tourists’ considerable, learnable, tourable and playable ‘, which is also a new model and path for the integrated development of culture and tourism in Dawan district. ” The relevant person in charge of Guangdong Provincial Department of culture and tourism said.
New business formats activate new momentum of cultural tourism industry
In recent years, the construction of Guangdong Hong Kong Macao Great Bay Area as a world-class tourism destination has ushered in new development ideas.
“At present, more people choose a healthy, ecological and green way of life and travel, and people’s consumption demand for spiritual culture is also growing. This is bound to promote the iterative upgrading of cultural and tourism products and the structural adjustment of cultural and tourism consumption demand.” Wu Zhicai said.
“Micro vacation” characterized by short time, short distance and high frequency has become a new hot spot in the cultural tourism market. In this context, many cities in Dawan district have introduced important measures to enhance the consumption demand of culture and tourism and promote the adjustment of industrial structure.
The development of “night economy” is the focus. As a representative of cultural and tourism enterprises in Dawan District, Huaqiang Fangte has built more than 30 Fangte theme parks in more than 20 cities across the country. According to Huaqiang Fangte, night economy has become an important incremental market in the cultural and tourism consumption field of the enterprise. Through the launch of a series of night tour products such as “ice and snow New Year’s Eve” and “Spring Festival Lantern Festival”, night tour Fangte has become a travel fashion in many regions.
According to Wu Zhicai’s analysis, the development of night economy has realized the time elasticity of cultural and tourism consumption, guided the consumption extension of daytime economy and holiday economy, further activated the potential of cultural and tourism consumption, and effectively improved the sustainability and inclusiveness of cultural and tourism consumption in Dawan district.
The prosperity and development of new business forms such as night economy cannot be separated from the support of science and technology, which is also the advantage of Guangdong Hong Kong Macao Bay area.
“Dawan district has a large number of high-tech leading enterprises, which also means that Dawan district has more innovation potential and space when building a new scene of cultural and tourism consumption with intelligent and scientific means.” Luo Qiuju, vice president of the school of tourism of Sun Yat sen University, said in an interview with Nanfang finance and economics all media reporters.
The relevant person in charge of the Department of culture and tourism of Guangdong Province also said that in recent years, Guangdong, Hong Kong and Macao Dawan district has seized the development opportunities of digital technology, effectively promoted the rapid development of “intangible cultural heritage + tourism”, “cultural innovation + tourism”, “Museum + Tourism” and “performing arts + tourism”, enriched or even reconstructed the consumption scenes of culture and tourism, and provided more amazing culture and tourism experience for tourists.
At present, three projects including Guangzhou International Lighting Festival have been rated as excellent cases of national cultural and tourism equipment technology improvement in 2021, three enterprises such as Yachang culture (Group) Co., Ltd. have been identified as the fourth batch of national cultural and scientific and technological integration demonstration bases, and Guangzhou Changlong tourism resort has been selected into the pilot list of national tourism science and technology demonstration parks.
The 14th five year plan for cultural and tourism development of Guangdong Province has repeatedly mentioned the “digitization” of cultural and tourism development in Dawan District, and proposed to promote the Wuxi Online Offline Communication Information Technology Co.Ltd(300959) integrated development of traditional cultural industries such as literature and art, cultural heritage and intangible cultural heritage, and cultivate a number of high-quality tourism performance projects, online performance projects, immersive experience projects and digital art experience scenes.
“People’s aesthetics are iterative and consumption is changing. Telling the story of Dawan district through technology will make the image of Dawan district more scientific and technological and futuristic, and attract more young people to participate in the cultural and tourism industry, forming a virtuous circle.” Luo Qiuju said that appropriate technical means can effectively empower the traditional cultural tourism industry and activate its internal vitality, so that Lingnan culture can be perceived, consumed and experienced in a new, young and fashionable attitude.
Guangdong, Hong Kong and Macao work together to polish the business card of the Bay Area
In the early morning of December 31, 2021, a gorgeous fireworks show was staged in Hengqin Changlong Ocean’S King Lighting Science & Technology Co.Ltd(002724) country. 300 UAVs lit up the night sky of Hengqin Guangdong Macao deep cooperation zone and attracted a large number of citizens and tourists.
With the completion and opening of the Hong Kong Zhuhai Macao Bridge and the new Hengqin port, the exchange of personnel, information, funds and various production factors between Hengqin and Hong Kong and Macao is more convenient, which creates conditions for the in-depth tourism cooperation between Hengqin and Hong Kong and Macao. This is a witness to the in-depth cooperation between Guangdong and Macao in building a world-class tourism destination.
The outline of the development plan of Guangdong Hong Kong Macao Bay area clearly puts forward that “Zhuhai Hengqin international leisure tourism island will be built at a high level”; The overall plan of Hengqin Guangdong Macao deep cooperation zone once again stipulates to develop the culture, tourism, exhibition and trade industry in the cooperation zone, including leisure and vacation, conference and exhibition, sports event sightseeing and other tourism industries, strengthen the development and utilization of tourism resources of surrounding islands, and promote the free yachting of Guangdong, Hong Kong and Macao.
Qinao is on the fast track to build a world-class tourism destination in the Great Bay area of Guangdong, Hong Kong and Macao. “Next, with the help of policies and characteristic tourism resources, Hengqin should further develop and enrich island tourism, cross-border yacht tourism, cruise tourism and other characteristic tourism products integrating Guangdong and Macao.” Wu Zhicai said.
“Compared with other Bay areas in the world, the Greater Bay area of Guangdong, Hong Kong and Macao has the characteristics of ‘one area, multiple systems and multiple cultures’, which makes the Greater Bay area unique charm, but also faces new challenges.” Luo Qiuju believes that how to promote the in-depth cooperation between Guangdong, Hong Kong and Macao cultural tourism is the key to building a world-class tourism destination in the future.
It is suggested that the “Qiuju + 2” urban integration between Guangdong and Macao needs to be established, and the “Qiuju + 2” urban integration between Guangdong and Macao needs to be promoted to avoid vicious urban development.
“Guangdong Hong Kong Macao Dawan district needs to give full play to its institutional advantages, promote core cities such as Guangzhou, Shenzhen, Hong Kong and Macao to jointly make a big cake and polish the business card of Dawan district’s world-class tourism destination.” Wu Zhicai believes that this requires Dawan district to further improve the top-level design, further optimize the investment and financing environment of the cultural tourism industry, guide private capital to enter the cultural tourism industry, and realize “government guidance and private drive”.
Focusing on the high-quality development of the cultural and tourism industry, Wang Yiyang also pointed out that next, Guangdong will build a digital culture introduction territory, a new highland of cultural creativity and a demonstration site of cultural and tourism integration with higher standards, strengthen the foreign exchange and promotion of culture and tourism, take more practical measures to accelerate the construction of a world-class tourism destination in the Great Bay area of Guangdong, Hong Kong and Macao, and improve the construction of the system, Further plan to improve the governance system and governance capacity in the field of culture and tourism.
