Since 27, the phrase "Welcome to friendly shandong" has been deeply rooted in the hearts of every Chinese. "friendly shandong" is the slogan of Shandong tourism brand, which highly summarizes Shandong culture. It is the most appropriate modern annotation of "It's a pleasure to have friends coming from afar", which is permeated with the effect that tourists are intoxicated with Qilu landscape and reflected in the simple, enthusiastic and heroic customs of friendly shandong people.

in recent years, the culture and tourism system in Shandong province has been innovating its development concept, integrating cultural and tourism resources, and introducing measures to benefit the people, and has made great achievements in promoting the high-quality development of culture and tourism. According to relevant data, from 217 to 221, Shandong Province received 3.89 billion domestic and foreign tourists, achieving a total tourism revenue of 4.4 trillion yuan. With Shandong's culture and tourism system continuing to promote the quality, efficiency and empowerment of the cultural tourism industry by activating the innovation potential as a means and guided by the awareness of fine products, it has taken new steps in accelerating the construction of a strong cultural tourism province and promoting the high-quality development of the cultural and tourism industry.

Innovating the development mode and guiding to reshape the advantages of the cultural tourism industry

The 12th Party Congress of Shandong Province proposed to shape the new advantages of the cultural tourism industry. To shape the new advantages of the cultural tourism industry, it is necessary to upgrade the cultural tourism resources and innovate the development model, while a series of specific practical measures, such as constructing the supply pattern of new cultural tourism products, stimulating the consumption potential of cultural tourism and promoting the development of regional tourism, cannot be separated from the escort of a series of new policies and measures. In recent years, Shandong Province has anchored the focus of promoting the innovation of cultural tourism industry, speeding up market cultivation, expanding the supply of high-quality cultural tourism products, persisting in deepening the structural reform on the supply side as the main line, taking meeting the new demands of the people for tourism and leisure as the starting point, and promoting the high-quality development of cultural tourism formats through a series of innovations such as concepts, modes and paths.

in terms of continuously promoting the construction of boutique tourist attractions, Shandong province has actively carried out the promotion of scenic products, promoted the reform of state-owned scenic spots, broken the dependence on ticket economy, and promoted the innovation of scenic spots to launch a number of themed entertainment, script killing, immersive performing arts, research products and digital cultural creation. At the same time, in order to expand the effective demand and speed up the recovery of the tourism market, Shandong Province has vigorously promoted the orderly resumption of the opening of scenic spots and preferential tickets for state-owned scenic spots. From June 1 to September 3, 222, the first ticket of state-owned A-level scenic spots in Shandong was reduced by at least 5%, and the first ticket of state-owned scenic spots was free in Qingdao, Jining, Rizhao, Dezhou and other cities, which increased the popularity of scenic spots, boosted consumer confidence, promoted the recovery of the tourism market and effectively activated it.

Shandong has also launched a series of positive measures around the key area of "rural tourism". Shandong Province has taken the lead in creating tourist hotel gathering areas in China, and issued the Guidelines for Creating Tourist Hotel Gathering Areas, making great efforts to create the brand IP of "Good Times in Rural Areas". Relying on the folk culture, farming culture and local culture contained in the "Twenty-four Solar Terms", key activities such as mountaineering festival, sea opening festival and music festival are held in 16 cities of the province according to local conditions, enriching rural tourism characteristic products, cultivating rural tourism boutique routes, stimulating rural tourism consumption and satisfying people's new life.

in addition, Shandong's cultural and tourism system takes convenience, benefit and benefit as the starting point, and further releases the cultural and tourism consumption potential through cultural benefits and marketing promotion. On June 2nd, the 6th Shandong Culture and Tourism Consumption Season was launched. During the "Consumption Season", Shandong concentrated on distributing cultural tourism consumption vouchers to subsidize cultural and creative products, scenic spots and routes, cultural performances, star-rated hotels and homestays, and other cultural tourism products with strong consumption drive and high degree of marketization, focusing on four major consumption sectors: cultural creativity, leisure tourism, fine performing arts and digital cultural tourism, and through "online+offline" and "special topic+" Organize various theme activities, and vigorously implement consumption promotion actions to form a long-term mechanism for consumers and enterprises to win and promote the high-quality development of cultural tourism.

Enlarge the publicity volume and expand the world influence of the cultural tourism brand

Faced with the transformation and development of the tourism industry to the era of leisure and comprehensive industry under the influence of the epidemic, Shandong played a good "first move", continuously strengthened the cultural tourism product planning through activity guidance, continuously injected high-quality content into the "friendly shandong" brand, and continuously strengthened the promotion and innovation, amplified the publicity volume of Shandong cultural tourism, and enhanced the communication power and influence of the "friendly shandong" brand.

while continuing to innovate and shape new tourism products, Shandong province insists on the research and development and promotion of tourism products, and meets the hot demand of cultural tourism. In order to actively adapt to the situation of normalized epidemic prevention and control, Shandong province has innovated the release mechanism of high-quality cultural tourism products based on short-distance tourism markets such as intra-provincial tours and local outings, and released a new platform for the promotion of high-quality cultural tourism products in Shandong province, "friendly shandong XIN Experience". Accompanied by this, the new media matrix of "friendly shandong" continued to exert its efforts to promote the cultural tourism resources of the whole province in a diversified and multi-carrier way, creating a number of hot topics, such as # friendly shandong XIN Experience # # Shandong Handmade # # Red Move Qilu Powerful Country with Me #, and constantly amplifying the propaganda volume of "friendly shandong" with new media and online propaganda as the fulcrum.

at the same time, Shandong province has implemented the action plan of "friendly shandong" brand trademark to empower the high-quality development of the province's culture and tourism industry, and strengthened the integrated development of "friendly shandong" brand with cultural creation, intangible cultural heritage and rural revitalization through free trademark authorization. We will carry out the creative work of "friendly shandong" joint-name funds and the selection of tourism products, explore the development model of "friendly shandong+creative work and tourism products", build on brand creative work, and continuously enhance the brand value of "friendly shandong".

Strengthening industry guidance and financial innovation to break the shackles of development

Facing the booming development momentum of cultural tourism in the province, in order to further optimize the market environment, standardize the market order, protect the legitimate rights and interests of tourists and comprehensively improve tourists' satisfaction, in recent years, Shandong has continuously promoted the high-quality development of the cultural tourism industry through a series of innovative measures such as promoting industry credit construction and promoting the rating of tourist hotels.

Shandong province has successively promulgated the "Administrative Measures for the Advance Payment of Provincial Tourism Integrity in Shandong Province" to implement the advance payment system of tourism integrity throughout the province; The Measures for Credit Management of Cultural and Tourism Markets in Shandong Province were compiled, and a new credit-based supervision mechanism for cultural and tourism markets was initially established. Relying on "friendly shandong Net" to build a smart travel platform, collect credit information records and credit files of market players and their employees in the cultural and tourism industries, improve credit information data resources, and realize the enjoyment of credit information; Actively organize the pilot demonstration of credit construction and credit supervision, expand credit application scenarios, and explore the pilot work of credit economic development.

At the same time, in order to shape industry standards and innovate, we will promote the rating of tourist homestays. Shandong Province held a promotion meeting for star rating of tourist hotels in Shandong Province, and issued the Notice on Promoting Star Rating of Tourist Hotels in Shandong Province, scientifically and reasonably defined the admission conditions of star-rated tourist hotels, and revised and improved the evaluation standards of tourist hotels. It further promoted the high-quality development of tourist homestays, which not only met the market demand, but also helped enterprises to solve problems under the normalization of epidemic prevention and control, and continued to help rural tourism upgrade and rural cultural revitalization.

The COVID-19 epidemic has caused great losses to the cultural tourism industry. Facing the problems that enterprises generally face, such as sharp drop in revenue, serious losses, broken capital chain, etc., Shandong Province has continuously strengthened its linkage with the financial sector, gathered financial synergies, supported cultural tourism enterprises to solve problems, and boosted the recovery and development of the cultural tourism industry.

on the one hand, strengthen departmental cooperation and carry out special actions to solve the financing problem of cultural tourism enterprises. After the outbreak, various departments and financial institutions in Shandong Province established a linkage mechanism of financial support for the high-quality development of the cultural tourism industry, and supported the development of cultural tourism enterprises in terms of first loan cultivation, financial counseling, inclusive finance, financing guarantee, special bonds and consumption upgrading. We will carry out activities such as "Special Action of Financial Diagnosis and Treatment to Help Enterprises", "Action of Financial Counseling for Cultural Tourism Enterprises" and "Action of Bond Issuance with Double Hundred Attacks", promote the implementation of Pratt & Whitney enterprise credit loans Support Plan in the fields of culture and tourism, and effectively solve the problems of financing and loan difficulties for cultural tourism enterprises.

on the other hand, strengthen policy guidance, innovate financial products, and serve cultural and travel enterprises accurately. The Shandong Provincial Department of Culture and Tourism, together with the Provincial Development and Reform Commission, the Provincial Department of Finance and the financial department, has successively formulated and issued the Implementation Opinions on Finance Promoting the Development of Culture and Tourism Industry, Several Measures to Strengthen Financial Support for the High-quality Development of Culture and Tourism Industry, and the Implementation Plan for Promoting the Recovery and Development of Difficult Industries in the Service Industry in Shandong Province, forming a "11+13+5" financial assistance policy package for cultural and tourism enterprises from the aspects of increasing credit support, promoting financial service innovation and improving the docking mechanism between banks and enterprises. Launched "Wenlv Revitalization Loan" products, including two types of products: Wenlv Financing Loan and Wenlv Easy Loan, which can meet the different financing needs of large and medium-sized enterprises and small and micro enterprises such as travel agencies and homestays; Actively guide cities to launch different types of financial support products according to local conditions, combine local characteristics, adhere to the situation, launch differentiated financial services, explore multi-channel financing channels such as government bonds and industrial funds, and support the development of cultural tourism enterprises by means of loan interest subsidies.

The upcoming 222 Shandong Tourism Development Conference from June 26th to 27th will organize the unveiling of the cultural tourism training base of the Chinese-foreign cultural exchange center, the signing of a strategic cooperation agreement between the Chinese-foreign cultural exchange center and the Shandong Provincial Department of Culture and Tourism, the signing of key cultural tourism projects, the launching of the special action of "1 billion enterprises benefiting the cultural tourism industry" and the awarding of medals, etc. The golden signboard of "friendly shandong" is getting more and more beautiful.