Mei Yi, Party Secretary and Director of the Jiangxi Provincial Department of Culture and Tourism: Cultural and tourism integration: a two-way journey to create a picturesque 'poetry and distance'
Editor-in-Chief | Yang Ming
Source |
China Culture Daily
Recently, the 2025 National Conference of Directors of Cultural and Tourism Bureaus was held in Beijing. Mei Yi, Secretary of the Party Group and Director of the Jiangxi Provincial Department of Culture and Tourism, delivered a speech at the meeting. The following is the content of the speech:
In recent years, the Jiangxi Provincial Department of Culture and Tourism has promoted the "two-way rush" of culture and tourism. In 2024, the number of tourists and revenue in the province both achieved double-digit growth.
"Red Jiangxi" remains popular. The August 1st Square in Nanchang is crowded with people raising flags, tens of thousands of people sing red songs on Mount Jinggang, the Ganzhou Oriental Dawn Red Theme Park is full of visitors, "The Wind Rises in Anyuan" resounds at the foot of Wugong Mountain, 36 key projects of the Long March National Cultural Park have become new landmarks for red tourism, 210 provincial-level red villages have embarked on a new journey of rural revitalization empowered by culture and tourism, and a number of high-quality red tourism routes are highly sought after.
"Humanistic Jiangxi" is charming and fashionable. The "Reciting Poems and Songs Jiangxi Go" initiative has attracted countless students. They recite the "Preface to the Pavilion of King Teng" while ascending the Tengwang Pavilion, read "The Peach Blossom Spring" while visiting Mount Lu, explore Longhu Mountain with the "Tao Te Ching," and enjoy Shangrao while reciting "Lovely China." "Poetry and Tourism in Jiangxi" has quietly emerged; light a thousand-year-old kiln fire in Jingdezhen, drink a bowl of Hakka Lei tea in Longnan's enclosed houses, listen to a Gan opera performance of "The Peony Pavilion" in Tang Xianzu's hometown—"Jiangxi in Intangible Cultural Heritage" offers surprises every day; Huangling Village in Wuyuan's "cliff-side autumn harvest," the fairy world of Wangxian Valley, the selenium-rich health resort of Wentang Town, and exploring the Luling culture in Diaoyuan Ancient Village—"Ancient Villages in Jiangxi" offer endless expectations.
"Joyful Jiangxi" is full of vitality. A joint exhibition with the Forbidden City, "The Return of Imperial Porcelain," attracted nearly 70% of its audience from outside the province, becoming a phenomenal exhibition with over one million visitors. "The Ruzi Study" and "Museum Nights" are widely popular, and "Come to Jiangxi, Visit Museums While Traveling" has become a new experience for tourists; "Singing Through Jiangxi" features a dazzling array of stars, with over 2,000 concerts and music festivals attracting tourists from other provinces to "travel Jiangxi with music." The Poyang Lake cycling race, the Xiannv Lake marathon, and the Wugong Mountain top star party have attracted countless fans, and "Culture and Tourism Plus" has unlocked the code to exciting consumption.
To promote high-quality development of culture and tourism, we have mainly carried out the following work:
First, establish a work orientation of "focusing on culture and tourism." The provincial Party committee and government have unswervingly implemented the strategy of building a strong province in culture and a strong province in tourism, establishing a leading group for the construction of a strong province in culture and the development of the tourism industry, with the main leaders serving as group leaders, and holding high-level conferences on the construction of a strong province in culture and the development of the tourism industry every year. All levels across the province regard the culture and tourism industry as an important lever for high-quality economic and social development.
Second, improve the top-level design of cultural and tourism integration. We have successively issued three plans for comprehensively promoting the construction of a tourism-strong province in the Chinese style of modernization, high-quality development of red tourism, and themed cultural relic routes. We have formulated four plans for cultural and tourism industry chain investment promotion, integrated development of key projects in the Long March National Cultural Park (Jiangxi section), the "Four Famous Projects" of artistic creation, and the protection and inheritance of academy culture. We have implemented the revitalization of cultural and tourism formats, expansion of cultural and tourism consumption, "upgrading of 100 museums" in cultural and museum venues, "going global" for scenic areas, and the "intangible cultural heritage illuminating life" initiative, establishing the "four pillars and eight columns" of cultural and tourism integration.
Third, introduce policy measures. We have innovatively launched activities such as the Jiangxi "Three Hundred" (100 counties, 100 days, 100 cities, 100 nights, 100 enterprises, 100 creations) cultural and tourism consumption season. In 2024, the province has carried out more than 17,000 characteristic cultural and tourism activities, introduced more than 2,300 preferential cultural and tourism policies, and issued nearly 150 million yuan in cultural and tourism consumption vouchers. More than 100 million yuan is raised annually to incentivize the creation of various cultural and tourism brands and provide subsidies for "attracting tourists to Jiangxi." For example, a one-time reward of 10 million yuan is given to "uniquely scenic" tourist counties, and a one-time reward of 5 million yuan is given to prefecture-level cities with significant achievements in attracting tourists to Jiangxi.
Fourth, shape cultural and tourism brands. We are the first in the country to launch the construction of a "tourism integrity province" and the first to launch a pilot program for the creation of excellent tourism service experience cities. We have organized the "Joyful Jiangxi" and "FOLLOW Jiangxi" cultural and tourism promotion campaigns. We have linked resources from platforms such as China Travel Service, Ctrip, and Douyin to launch themed cruises, high-speed rail, air, and bus tours. Eight major columns of CCTV's "Home Among the Mountains and Rivers" and other programs have focused their lenses on Jiangxi, making the "uniquely scenic" brand even more resounding.
Next, we will set our sights on the goal of building a tourism-strong province in the Chinese style of modernization and promote further innovation and breakthroughs in cultural and tourism integration. First, implement the Ganpo Cultural Identity Renewal Plan. Deeply excavate the Ganpo cultural IPs of the Jiangxi poetry school, Jiangxi painting school, Jiangxi opera, and ceramics, traditional Chinese medicine, and bronze ware, promote the revitalization of ancient villages, ancient buildings, and Jiangxi academies, and create a new "Gan line" for culture and tourism. Second, implement the Scenic Area Quality Improvement Plan. Continue to carry out the selection of "uniquely scenic" tourist counties, famous scenic areas, and famous towns and villages, increase the strength of creating world-class and national-level brands, and actively promote the creation of world-class tourist scenic areas and world-class tourist resorts in key scenic areas such as Mount Lu and Mount Sanqing. Third, implement the Cultural and Tourism Consumption Synergy Plan. Hold Jiangxi "Three Hundred" cultural and tourism consumption season activities, deepen the "Intangible Cultural Heritage Illuminates Life" Jiangxi campaign, enrich the "new night scene," and boost the cultural and tourism market. Fourth, implement the "Discover Jiangxi" overseas promotion plan. Taking advantage of the 240 visa-free transit policy, accelerate the construction of the jointly built China Cultural Center in Lisbon, Portugal, work with all parties to continuously improve the level of inbound tourism reception services, launch a number of high-quality inbound tourism routes, and continuously expand the international circle of friends of "Jiangxi's uniquely scenic" beauty.
Special Research on Cultural and Tourism Industry Investment
To gain a deeper understanding of the investment and development of the cultural and tourism industry, the China Tourism Academy, in conjunction with the China Amusement Machine and Amusement Park Association and other units, is conducting a special research activity on investment in the cultural and tourism industry. We sincerely invite all member units and cultural and tourism enterprises to participate in the research.
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