Shaanxi tourism strat­egy hing Q+A

China Daily (Hong Kong) - - SHAANXI SPECIAL - YANG ZHONGWU

Much bet­ter tourism prod­ucts are in crit­i­cal de­mand. “Shaanxi tourism” is in ur­gent de­mand to be­come an at­trac­tive brand for China as well as the world. I hope the Shaanxi peo­ple could pub­li­cize Shaanxi, let the whole coun­try’s peo­ple love Shaanxi, and I hope that the whole world will long to visit Shaanxi.

I also en­vi­sion the tourism sec­tor will be­come a win­dow into the prov­ince and drive the prov­ince to at­tract more in­vest­ment. In 2012, the prov­ince saw the to­tal num­ber of over­seas tourists hit 3.35 mil­lion, at­tract­ing to­tal rev­enue of $1.6 bil­lion. Dur­ing your ten­ure, how do you plan to boost pub­lic­ity in the sec­tor, and what is your strat­egy for ap­peal­ing to over­seas tourists?

We re­ally hope that tourists could stay in Shaanxi for one more day and come back to Shaanxi for a sec­ond time.

We have adopted in­no­va­tive pub­lic­ity meth­ods and en­hanced pub­lic­ity over­seas.

In terms of the in­bound tourism ar­rivals – al­though the neg­a­tive ef­fects of the fi­nan­cial cri­sis still linger – I pre­dict it won’t af­fect the sec­tor too much. In par­tic­u­lar, the sec­tor has ben­e­fited from the new air­line routes link­ing South Korea, Fin­land and some South­east­ern Asian coun­tries with Shaanxi’s cities as well as the on­go­ing China Rus­sia Tourism Year, and thanks to the prov­ince’s pub­lic­ity ef­forts, the num­ber of over­s­esas tourists is ex­pected to grow sub­stan­tially.

We will con­tinue tar­get­ing South Korea, Rus­sia, Bri­tain, France, Switzer­land and In­dia, tak­ing ad­van­tage of new air­line routes and join­ing more in­ter­na­tional pro­mo­tional events. We will in­vite more over­seas me­dia to pay a visit to Shaanxi as well as en­cour­age more agen­cies to pro­mote the prov­ince.

In the fu­ture, we plan to pro­mote one prod­uct each year and pro­mote a key brand each year.

We will help Shaanxi’s tourism re­sources to be bet­ter un­der­stood by com­mon fam­i­lies in China and make it be­come an im­por­tant part of their daily life.

More sem­i­nars and fo­rums fea­tur­ing the prov­ince’s pro­found his­tory and civ­i­liza­tion are in the pipe­line. How will your ad­min­is­tra­tion push the prov­ince’s tourism sec­tor to a new high?

Lead­ers of the provin­cial govern­ment have high hopes for the tourism sec­tor. They have iden­ti­fied new ar­eas of de­mand that can drive the sec­tor’s sta­ble growth and are co­or­di­nat­ing their re­sources.

Shaanxi Party Chief Zhao Zhengy­ong noted that the prov­ince should strengthen the con­struc­tion of lead­ing his­tor­i­cal tourism coun­ties, en­hance ser­vices and ben­e­fit lo­cal farm­ers. He hopes the prov­ince could op­ti­mize its tourism fa­cil­i­ties.

Shaanxi Gover­nor Lou Qin­jian also in­di­cated that the prov­ince should speed up the trans­for­ma­tion of the high- end food and bev­er­age sec­tor and help the sec­tor at­tract more com­mon peo­ple.

He ad­vises that the prov­ince pro­mote the con­struc­tion of 31 lead­ing cul­tural and his­tor­i­cal tourism coun­ties and foster the “Air Silk Road” by sup­port­ing the de­vel­op­ment of new air­line routes.

The prov­ince has placed high em­pha­sis on the tourism sec­tor and mapped out new strate­gies and mea­sures.

As such, we will strengthen ef­forts in three ar­eas – the im­ple­men­ta­tion of new projects, the soft en­vi­ron­ment in­clud­ing ser­vices, and pub­lic­ity.

By the end of 2013, the ex­press­way in Shaanxi will reach 4,363 kilo­me­ters, of­fer­ing tremen­dous op­por­tu­ni­ties to the tourism sec­tor. How will the prov­ince seize th­ese op­por­tu­ni­ties?

In re­cent years – no mat­ter if it’s the New Year hol­i­day, Qing­ming Fes­ti­val, or Duanwu Fes­ti­val – the num­ber of tourists to Shaanxi has been con­sis­tently on the rise. Self-driv­ing has seen sound growth.

We will in­te­grate more tourism re­sources and de­sign more themed tourism routes based on the con­ve­nient ex­press­way net­work in Shan­nxi.

Seven lead­ing self- driven routes in­clude the Pros­per­ous Tang Dy­nasty, Qin­ling-Bashan Moun­tain as well as Yel­low River tours.

The prov­ince is also pro­mot­ing a to­tal of 11 self-driven sub­ur­ban tourism routes, in­clud­ing the sur­round­ings of Xi’an, Baoji folk vil­lage and Xianyang Guanzhong im­pres­sion tours.

Some tourism events have been hosted, in­clud­ing the Di­a­log Be­tween Qin­ling Moun­tain and Yel­low River, a fo­rum high­light­ing the tourism des­ti­na­tions around the re­gion, as well as dragon boat and moun­tain climb­ing fes­ti­vals.

This year, the Chanba Wet­land Park, the Weihe Eco­log­i­cal Park, the West Peak Ca­ble Car in Huashan Moun­tain as well as the Guqiang Cul­tural In­dus­trial Park have been opened. Fi­nally, could you tell our read­ers about the “Grand Qin­ling Moun­tain Civ­i­liza­tion and Eco­log­i­cal Tourism Cir­cle”?

The area has tremen­dous growth po­ten­tial. The city clus­ters have a mag­nif­i­cent land­scape. It will make hol­i­day tourism a new growth area, and we will build the area into an in­ter­na­tion­ally renowned tourism zone and a new high­light of Shaanxi prov­ince. Dur­ing the first half of this year, lead­ers of the Shaanxi Tourism Ad­min­is­tra­tion have made an in­depth in­ves­ti­ga­tion around the six cities sur­round­ing Qin­ling Moun­tain.

We have lis­tened to ad­vice from lo­cal tourism bu­reaus and

Yang Zhongwu, Party chief and di­rec­tor of the Shaanxi Tourism Ad­min­is­tra­tion

Tourists gather in the Drum Tower Squ

Huashan Moun­tain is one of the steepe

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