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General Office of the State Council: Optimize parent-child entertainment services and encourage the introduction of business formats such as parent-child parks and non-powered children's parks

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2025-01-14

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Editor-in-Chief | Yang Ming

Editor | Jing Xiangyuan

Source | General Office of the State Council

On January 13, the General Office of the State Council issued "Several Measures on Further Cultivating New Growth Points and Promoting Cultural and Tourism Consumption," proposing 18 specific measures in six areas. It explicitly mentions "optimizing parent-child entertainment services" and "guiding shopping malls, scenic areas, and streets to introduce parent-child amusement parks, non-powered children's playgrounds, and handicraft workshops." The full text of the notice is as follows:

Notice of the General Office of the State Council on Issuing Several Measures on Further Cultivating New Growth Points and Promoting Cultural and Tourism Consumption

Guobanfa [2025] No. 2

People's Governments of all provinces, autonomous regions, and municipalities directly under the Central Government; all ministries and commissions of the State Council; all institutions directly under the State Council:

The "Several Measures on Further Cultivating New Growth Points and Promoting Cultural and Tourism Consumption" has been approved by the State Council and is hereby issued to you for your earnest implementation.

General Office of the State Council

January 9, 2025

(This article has been abridged)

Several Measures on Further Cultivating New Growth Points and Promoting Cultural and Tourism Consumption

To implement the deployment requirements of the Central Committee of the Communist Party of China and the State Council on expanding service consumption and promoting the development of the cultural and tourism industry, leverage the empowering role of culture and the driving role of tourism, deepen "Culture and Tourism + All Industries" and "All Industries + Culture and Tourism," enhance product supply capacity, enrich consumption formats and scenarios, better meet the diverse, multi-level, and multifaceted spiritual and cultural needs of the people, enhance the people's sense of cultural gain and happiness, and strive to cultivate the cultural and tourism industry into a pillar industry, the following measures are proposed.

I. Enriching Consumption and Benefitting the People

(1) Holding a series of cultural and tourism consumption promotion activities. Holding the National Spring Festival Culture and Tourism Consumption Month, intangible cultural heritage display, performance and sales exhibitions, Happy Ice and Snow Tourism Season, "Tourism Welcomes Spring, Leisurely New Year," and "Four Seasons Village Evenings" activities around the Spring Festival, creating a warm and harmonious social atmosphere. Deeply carrying out national cultural and tourism consumption promotion activities, focusing on the "May Day," National Day holidays, and summer vacation tourism peak seasons, organizing various places to hold consumption weeks, consumption months, and consumption seasons throughout the year with diverse forms and rich content. Supporting various places in strengthening cooperation in terms of mutual tourist sending and resource promotion. Carrying out the "Tourism China, Beautiful Life" domestic tourism publicity and promotion activities, and strengthening the promotion of tourism products. Encouraging various places to use social media, online travel platforms, and life service platforms to carry out cultural and tourism publicity and marketing.

(2) Implementing consumption benefit and preferential treatment actions. Implementing the "Hundred Cities and Hundred Districts" cultural and tourism consumption action plan, giving play to the role of national cultural and tourism consumption demonstration (pilot) cities, and linking financial institutions and cultural and tourism enterprises to invest more high-quality resources into the cultural and tourism field. Encouraging places with conditions to launch cultural and tourism consumption vouchers, consumption discounts and points reward redemption, and lottery draws according to local conditions. Encouraging various places to explore the implementation of regional integrated cultural and tourism consumption benefit measures.

(3) Expanding public institution service supply. Encouraging public cultural institutions to actively carry out cultural experience and art popularization services. Organizing performing arts troupes, intangible cultural heritage workshops, etc., to carry out benefit performances and intangible cultural heritage performances in shopping malls, scenic areas, and streets. Supporting museums, art galleries, and libraries to plan and launch high-quality special exhibitions.

II. Meeting the Consumption Needs of Different Age Groups

(4) Optimizing parent-child entertainment services. Launching a batch of high-quality children's-themed stage plays, innovating performance scenes and forms. Guiding shopping malls, scenic areas, and streets to introduce parent-child amusement parks, non-powered children's playgrounds, and handicraft workshops. In line with the supporting policies for childbirth, better meeting the needs of multi-child families for tourism accommodation, encouraging hotels and homestays to launch high-quality parent-child rooms and children's rooms, and creating parent-child resort hotels.

(5) Innovatively developing research and study tours. Promoting the healthy and orderly development of travel agencies operating research and study tours. Encouraging various units with research and study tour resources to provide high-quality resources and enrich the supply of research and study tours. Launching a batch of high-quality research and study tour camps and bases and courses, and cultivating a batch of high-quality research and study tour brands and enterprises. Actively developing inbound research and study tours.

(6) Improving the quality of cultural and tourism services for the elderly. Developing the silver-haired economy, promoting health-preserving, slow-paced, family, nostalgic, and off-peak tourism products, launching more high-quality opera, quyi, calligraphy and painting, broadcasting, film and television, music, square dancing, and short video cultural products suitable for the elderly, and enhancing the well-being of the elderly. Promoting the special governance work on the complex operation of hotel televisions, and improving the viewing experience of elderly tourists.

III. Expanding the Supply of Characteristic and High-Quality Products

(7) Enriching cultural and entertainment products. Further optimizing the approval process for commercial performances, and encouraging local authorities to appropriately relax the restrictions on the number of tickets that can be sold (issued) for large-scale commercial performances, while ensuring safety. Implementing the content review responsibility system for the premiere location of touring performances, and no longer repeating content review in the touring location. Increasing the supply of indoor cultural and entertainment products such as entertainment complexes, e-sports, game arcades, handicraft creativity, and sports and fitness, under the premise of standardized management. Encouraging the development of amusement projects with local cultural characteristics. Actively giving play to the role of "famous, special, excellent, and new" individual industrial and commercial households, and increasing the supply of high-quality cultural and tourism consumption.

(8) Launching characteristic tourism products. Launching and implementing the Ice and Snow Tourism Improvement Plan to improve the quality of ice and snow tourism product supply. Encouraging areas with conditions to develop and utilize climate resources to enrich characteristic products such as cold and heat avoidance travel and residence, winter sunshine, and seaside resorts. Launching "Travel with Performances," "Travel with Film and Television" cultural tourism packages, and creating the "Travel with Events" brand activity. Enriching tourism products such as hot springs, travel photography, RVs, cruise ships, yachts, and rural homestays. Reasonably developing and utilizing cultural relic themed trails. Studying and formulating relevant management regulations for low-altitude flight tourism products, and encouraging the creation of diversified and differentiated low-altitude flight tourism products while ensuring safety. Increasing the number of mass tourism trains, silver-haired tourism trains, and themed characteristic tourism trains. Encouraging the development of car rental self-driving tour boutique routes, and launching one-stop service products such as small and micro passenger car rentals and scenic spot ticket packages. Creating domestic waterway tourism passenger transport boutique routes.

(9) Developing fashionable national tide products. Launching fashionable clothing, home furnishings, trendy toys, sports, and electronic equipment products that highlight Chinese aesthetics and style, promoting the development of joint-branded cultural and creative products in the fields of clothing, luggage, jewelry, cosmetics, and toys, and creating national goods "trendy brands" and "trendy products." Supporting cultural and relic units in cooperating with social institutions to develop high-quality cultural and creative products. Actively developing the first-release economy, supporting the opening of first stores and flagship stores, and holding premiere shows, premieres, and first exhibitions. Developing multi-channel art product trading markets.

IV. Cultivating Consumption Scenarios

(10) Revitalizing and upgrading existing spaces. Support the creation of creative markets in commercial complexes, business districts, scenic areas, streets, and cultural and industrial parks, incorporating cultural and creative industries, theaters, exhibitions, specialty bookstores, fitness and sports facilities, and themed restaurants. Encourage the legal use of reclaimed spaces and idle buildings to create new public cultural spaces. Promote the transformation and development of internet cafes.

(11) Creating new consumption scenarios. Support the creation of immersive experience spaces in museums, scenic areas, streets, cruise ships, and buses, and launch a batch of new immersive cultural and tourism products and scenarios. Promote the cross-conversion of intellectual property (IP) in literature, animation, games, performing arts, and film, and construct spatial virtual reality experience projects. Support local areas in creating ultra-high-definition, immersive, and interactive performing arts spaces and digital exhibition spaces. Promote the construction of international cruise homeport consumption facilities and connect consumption scenarios from onboard to onshore.

(12) Developing the night-time cultural and tourism economy. Support night-time cultural and tourism consumption gathering areas in enriching cultural and tourism formats, holding folk performances, lantern festivals, temple fairs, light shows, and other activities, and developing "water night tours" cultural and tourism products as appropriate. Support local areas in upgrading and transforming the night-time lighting and night scenery of consumption-gathering commercial areas, and optimizing supporting service facilities such as parking lots and public transportation. Appropriately extend the opening hours of popular scenic areas and museums, and provide night-time opening guarantees through various methods.

V. Innovative Industrial Policies

(13) Strengthening financial support. Increase support for qualified "two new" projects in the cultural and tourism sector. Allow local governments to allocate special local government bond funds to support qualified cultural and tourism projects. Support local areas in making comprehensive use of funds from various channels to carry out cultural and tourism consumption promotion activities.

(14) Expanding effective investment in cultural and tourism. Explore the pilot work of market transactions and registration of tourism project income rights and tourism project (scenic area) franchise rights in some areas. Support qualified cultural and tourism projects in issuing real estate investment trusts (REITs) in the infrastructure sector. Accelerate the restructuring of the China Tourism Industry Fund, and guide social capital and financial institutions to increase investment in the tourism industry.

(15) Unleashing the consumption potential of employees. Encourage grassroots trade unions to expand the use of membership dues to purchase annual passes to tourist attractions in the province or region for members. Guide local areas in planning and designing tourism attraction annual pass products and providing service guarantees. Encourage units and employees to combine paid annual leave with traditional festivals and local characteristic activities, and arrange staggered holidays.

VI. Optimizing the Consumption Environment

(16) Improving public service levels. Scientifically design tour routes for cultural and tourism venues and orderly expand the reception scale. Optimize the appointment and ticketing management of key scenic areas and museums, and smooth online and offline appointment and ticketing channels. Optimize tourism public information release services, and strengthen tourism travel risk early warning prompts. Improve the communication network coverage of public interest cultural and tourism activities and key cultural and tourism venues. Encourage organizers of large-scale commercial performances such as concerts and music festivals to strengthen cooperation with basic telecommunications enterprises and provide good public communication services. Carry out docking services for the labor demand of scenic areas and homestays during peak and off-peak seasons, and solve the problem of seasonal labor shortages in the tourism industry.

(17) Optimizing inbound tourism policies. Orderly expand the scope of unilateral visa-free countries and appropriately extend the visa-free period. Strengthen publicity, promotion, and service guarantees, make full use of existing transit visa-free policies and regional inbound visa-free policies, and optimize and improve them in a timely manner. Enrich the supply of inbound tourism products and develop characteristic tourism product routes that match transit visa-free policies. Carry out the "Hello! China" national tourism image promotion campaign. Optimize outbound tax refund services and promote the "immediate purchase and immediate refund" measure.

(18) Maintaining a good market order. Strengthen comprehensive supervision of the tourism market, promote cross-departmental law enforcement cooperation, revise relevant methods for handling tourism complaints, smooth complaint channels, and promote simultaneous online and offline governance. Investigate and severely crack down on unreasonable low-price tours, forced shopping, paid agency appointments, malicious ticket grabbing and hoarding, scalpers reselling tickets, and other behaviors. Strengthen safety supervision of key cultural and tourism venues, amusement facilities, accommodation and catering, and improve emergency response capabilities.

Recommended Important Cultural and Tourism Events

The China Tourism Association will hold the 2025 China Tourism, Leisure and Entertainment Industry Annual Conference in Beijing from March 18-20. The conference will feature 10+ special forums on safety, theme parks, urban parks, immersive experiences, cultural tourism and commerce, tourist attractions, parent-child cultural tourism, resource revitalization, cultural tourism planning, new cultural tourism species, and cultural sports tourism (non-motorized), etc. At the same time as the annual conference (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 600+ cultural and tourism equipment and creative enterprises exhibiting, helping you upgrade your cultural and tourism projects with new scenarios and experiences in one stop. Click on the poster to view details, and scan the QR code to register for the forum and exhibition for free.

▲Scan the QR code to register for the forum and exhibition for free.

Key words:

CHINA ASSOCIATION OF AMUSEMENT PARKS AND ATTRACTIONS

E-mail:cae@caapa.org

Tel:+86-010-57690332

Address: Room405 Building#5 Gucheng South Street Shijingshan District Beijing China

Official

Account

Expo Official
Account

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