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Review of Highlights in Cultural Tourism Work in 2024 and Outlook for New Directions in Development in 2025

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2025-01-16

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Editor-in-Chief | Yang Ming

Editor | Liu Kaiye

Source | Tourism Scenic Spot Practical School

In 2024, the national tourism industry delivered a remarkable "report card." In the first three quarters, the number of domestic tourists reached nearly 4.3 billion, playing a significant role in expanding consumer demand, enriching people's lives, and fostering a harmonious social atmosphere. The 2025 National Conference of Directors of Cultural and Tourism Bureaus' speeches and New Year's greetings mentioned what highlights of cultural and tourism work in 2024? What new directions for cultural and tourism development in 2025 were revealed?

Highlights of Tourism Work in 2024

0 1. Significant Achievements in the Integration of Culture and Tourism

Product Innovation and Experience Upgrades: Various regions have continuously innovated tourism products and services and improved the quality and appeal of the tourism experience through in-depth integration with culture, technology, and other industries. For example, Beijing has vigorously promoted the construction of a "performing arts capital," with over 50,000 commercial performances across the city; Zhejiang Province invested over 400 billion yuan in cultural and tourism projects, adding a number of national-level cultural and tourism platforms and carriers; art and audiovisual works won awards such as the "Five One Project" Award, "Feitian Award," and "China Art Award"; the game "Black Myth: Wukong" and the Yue Opera "New Dragon Gate Inn" became phenomenal cultural and tourism "blockbusters," and the second Liangzhu Forum was held.

Regional Coordinated Development: The coordinated development of culture, tourism, and sports in the Beijing-Tianjin-Hebei region continued to advance, with the Beijing Municipal Committee's economic work conference explicitly proposing "deepening the integration of culture and technology, and culture, tourism, and sports."

0 2. Active Cultural and Tourism Consumption Market

Policy Support and Market Cultivation: Various regions have effectively stimulated the potential of cultural and tourism consumption and promoted the prosperity of the cultural and tourism market through measures such as innovating consumption scenarios, enriching consumption formats, and issuing consumption vouchers. For example, Anhui Province innovatively launched activities such as the "520" Anhui Cultural and Tourism Public Welfare Consumption Season, issuing nearly 150 million yuan in cultural and tourism consumption vouchers and driving 14 billion yuan in consumption; Jiangxi Province innovatively launched activities such as the Jiangxi "Three Hundred" Cultural and Tourism Consumption Season, with a total of over 17,000 characteristic cultural and tourism activities and over 2,300 preferential cultural and tourism policies, issuing nearly 150 million yuan in cultural and tourism consumption vouchers.

Market Heat and Economic Benefits: In the first three quarters of 2024, the number of domestic tourists reached nearly 4.3 billion, playing a significant role in expanding consumer demand, enriching people's lives, and fostering a harmonious social atmosphere.

0 3. Balanced Development and Protection of Cultural and Tourism Resources

Cultural Heritage Protection: While developing and utilizing cultural and tourism resources, various regions also attach great importance to resource protection, achieving sustainable development of cultural and tourism resources through strengthening cultural heritage protection and promoting archaeological research. For example, Shanxi Province strengthened the research and excavation of Yellow River culture, promoted the establishment of institutions such as the Yellow River Cultural Ecological Research Institute, implemented the Yellow River intangible cultural heritage "Morning Star Plan," and created provincial-level cultural ecological protection experimental zones such as Hequ in the Yellow River Basin.

Ecological Tourism Development: Qinghai Province has promoted the sustainable development of ecological tourism by strengthening the construction and management of nature reserves. For example, the Qinghai Lake Scenic Area Protection and Utilization Management Bureau has deeply integrated into the "one core, one ring, and multiple belts" development pattern, constructing natural scenic spots, ecological research and study points, folk custom display points, and red research and study points, exploring a new model of cultural and tourism integration based on "cultural tourism + red education + ecological research and study."

0 4. Improved Quality of Cultural and Tourism Services

Infrastructure Construction: Various regions have continuously strengthened the construction of cultural and tourism infrastructure, improved public service levels, optimized the tourism environment, and improved tourist satisfaction and experience. For example, Shanghai has promoted payment convenience, customs clearance convenience, and service convenience, improving language services, foreign language signs, and multilingual guide facilities in scenic spots, leisure areas, and transportation hubs.

Service Quality Optimization: Improving tourism service quality is an important measure to implement the national strategy of strengthening quality and promoting high-quality development of the service industry. Both the national "14th Five-Year Plan" and the 2035 vision target outline clearly propose improving the quality of goods and services and improving quality management policies and measures, and improving tourism service quality is an important part of this. Hainan Province has built the country's first provincial-level "rest assured tour" platform, comprehensively improving tourism service quality.

New Directions for Cultural and Tourism Development in 2025

0 1. Deepening the Integration of Culture and Tourism

Cultural Connotation Excavation: Further promote the in-depth integration of culture and tourism, creating more cultural and tourism products and brands with cultural connotations and local characteristics. In the central region, the Henan Provincial Committee's economic work conference explicitly proposed to continue implementing the cultural tourism and cultural creativity integration strategy. Huang Dongsheng, Party Secretary and Director of the Henan Provincial Department of Culture and Tourism, stated that in 2025, Henan Province will deeply implement the cultural tourism and cultural creativity integration strategy, adhering to innovation-driven, technology empowerment, project support, and cross-border integration, and will comprehensively promote the cultural tourism and cultural creativity integration strategy and improve the construction of the Zhengzhou-Kaifeng-Luoyang-Anyang international tourism destination.

Industrial Synergistic Development: Strengthen synergistic development with related industries to form unique integrated development models. For example, Liaoning Province emphasizes regional synergy and strong cooperation. Adhering to the coordinated development of land and sea, relying on the three "Silk Roads" of ocean, grassland, and snow and ice and the G228 and G331 tourism alliances, jointly shaping brands, expanding resources, and expanding marketing, striving to create a "northernmost coast of China" marine tourism destination with greater international influence and competitiveness, and further promoting the "Affectionate Mountains and Seas, Serene Sky and Peaceful Land."

0 2. Promoting High-Quality Development of the Cultural and Tourism Industry

Planning Guidance and Quality Improvement: Strengthen planning guidance for the cultural and tourism industry, optimize the industrial structure, cultivate and expand the main body of the cultural and tourism market, and improve the overall strength and competitiveness of the cultural and tourism industry. The recently held executive meeting of the Shanghai Municipal Government agreed in principle to the "Three-Year Action Plan for Comprehensively Promoting the High-Quality Development of Shanghai's Tourism Industry (2025-2027)" and pointed out that it is necessary to strengthen the Shanghai tourism market, accelerate the improvement of tourism quality, and strive to build China's first inbound tourism destination, making tourism a new engine and new trend for leading consumption.

Technological Empowerment and Cross-border Integration: Adhere to innovation-driven, technology empowerment, project support, and cross-border integration, and comprehensively promote the cultural tourism and cultural creativity integration strategy. For example, Tianjin will adhere to the principle of taking improving development quality and efficiency as the center, further excavating characteristic resources, enriching cultural and tourism scenarios, regulating the tourism market, continuously stimulating tourism consumption vitality, and better promoting high-quality cultural and tourism development and creating a high-quality life.

0 3. Promoting the Expansion and Upgrading of Cultural and Tourism Consumption

Innovative Consumption Scenarios and Formats: Continue to innovate cultural and tourism consumption scenarios and formats, enrich the supply of consumption products and services, further release the potential of cultural and tourism consumption, and promote the continuous warming of the cultural and tourism consumption market. For example, Jiangsu Province will create more down-to-earth and popular artistic masterpieces, create more new spaces for cultural heritage experience integrated into modern life, launch more new products and scenarios integrating cultural tourism and technological empowerment, create a safer and more orderly cultural and tourism market environment, accelerate the cultivation of the cultural tourism industry into a pillar industry, and better contribute to the construction of a strong cultural province and a world-important tourism destination with the achievements and effectiveness of high-quality cultural and tourism development.

Market Promotion and Brand Building: Strengthen the publicity and promotion of the cultural tourism market, and enhance the awareness and influence of the cultural tourism brand. For example, Shanxi Province will focus on building a strong cultural province and an internationally renowned tourist destination in the new era, based on the upgrading of the "three major world cultural heritages" and the brand building of the "three hot tourist gateway" cities, firmly grasping the new opportunity of the full line opening of the "three number one tourism highways", accelerating the improvement of supporting facilities, enriching cultural tourism formats, innovating experiential gameplay, and optimizing and improving services, allowing this museum on the land of Shanxi to shine with new brilliance and charm.

0 Strengthening Cultural Tourism Market Promotion and Cooperation

Regional Cooperation and Resource Sharing: Strengthen inter-regional cultural tourism cooperation and exchanges, achieving resource sharing, complementary advantages, and coordinated development. For example, Shanghai's location at the center of the Yangtze River Delta tourism has led and driven the tourism development of surrounding regions, forming a regional tourism linkage effect.

International Cooperation and Market Expansion: Expand tourism openness and cooperation, accelerate the transformation and upgrading of cultural tourism consumption, and enhance the international competitiveness of China's cultural tourism industry. For example, Hainan Province will accelerate the integrated development of culture, sports, tourism, and health preservation industries, expand tourism openness and cooperation, accelerate the transformation and upgrading of cultural tourism consumption, and strive to build the Hainan International Tourism Consumption Center into an important gateway leading China's new era of cultural tourism industry opening to the outside world.

Improving the Quality and Management Level of Cultural Tourism Services

Infrastructure Improvement: Further strengthen the construction of cultural tourism infrastructure, improve the public service system, and provide tourists with a more convenient, comfortable, and safe tourism environment. For example, Shaanxi Province will implement product and service improvement projects,

The project will vigorously develop ecological tourism, research and study tourism, rural tourism, red tourism, industrial tourism, and traditional Chinese medicine tourism, comprehensively improving the quality of cultural tourism services, transforming "rich resources" into "high-quality products", transforming "traffic flow" into "cash flow", and promoting the construction of a strong cultural tourism province to a new level.

Service Quality Optimization: People-oriented, improving tourism service quality, making tourism an industry that serves the people, enriches the people, benefits the people, and makes the people happy. For example, Gansu Province will use extraordinary measures to promote the higher-level and higher-quality integrated development of culture and tourism, strive to provide more high-quality cultural tourism products and services, continuously enhance the reputation of "Symphony Silk Road, Happy Gansu", and strive to create a new situation for cultural and tourism work.

Recommended Important Cultural and Tourism Events

China Tourism Association will hold the 2025 China Tourism Leisure and Entertainment Industry Annual Meeting in Beijing from March 18-20 The annual meeting will set up more than 10 special forums, including safety, theme parks, urban parks, immersive experiences, cultural commerce and tourism, tourist attractions, parent-child cultural tourism, resource activation, cultural tourism planning, new cultural tourism species, and cultural sports tourism (non-motorized), etc. At the same time as the annual meeting (March 19-21), the 2025 China (Beijing) International Amusement Facilities and Equipment Expo (Beijing International Tourism Leisure and Entertainment Industry Expo) will be held, with more than 600 cultural tourism equipment and creative enterprises exhibiting, helping you upgrade cultural tourism projects with new scenes and experiences in a one-stop shop. Click the poster to view details, scan the QR code to register for the forum and exhibition for free.

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