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Shuangyang: "Personally-tailored" Global Tourism
2016/11/03     Source:

Shuangyang was appraised to be "China's hometown of spotted deer". There are more than 300 deer products shops engaging in deer horn tea, deer whip wine, burned deer tendon, deer fetus capsules, etc. in Shuangyang. (data photo)

A tourist is shooting ornamental seedlings planted in Guoxin modern agricultural park in Shuangyang District.(data photo) 

 Shuangyang Sheling strawberry picking festival attracted many tourists. (data photo)

Earlier this year, China National Tourism Administration (CNTA) director Li Jinzao, at the national tourism work conference, said, in 2016, China's tourism should change from "tourist attractions" to "global tourism". Currently, the province's 15 regional units including Shuangyang District, Changchun City are carrying out the activity of creating a global tourism demonstration area in full swing. What is global tourism? What foundation and advantages are needed for developing global tourism? With these questions, the reporter walked into Shuangyang District to seek answers. 

North China, where it occasionally snows, is still a little chill in March. However, at a number of agricultural sightseeing gardens in Shuangyang District, Changchun City, the reporter has seen a thriving scene, brilliant and imaginative peach flowers, sweet and delicious strawberries, and green organic plants, attracting visitors to indulge with the spring air. 

In recent years, Shuangyang District, located  in the southeast of Changchun City, has, closely around the goal of "developing global tourism and building panoramic Shuangyang", seized the opportunity, focused on big tourism, tapped the big market, developed big industries, and formed a "quality-driven, multi-point-supported, industry-integrated and professional-followed" travel pattern.  

Rural tourism takes the lead. 

Shuangyang, located in a stretching branch of Changbai Mountain, belongs to a karst landscape and owns soul mountains, beautiful water, strange caves, hot springs, spotted deer and other characteristic tourism resources. Shuangyang District head Tang Tie told the reporter, relying on its advantages in resources, Shuangyang's overall positioning for tourism is developing rural leisure and vocation travel. In every mid-season for tourism, farm-stay hotels, fishing fields, picking gardens and other places are crowded, presenting an impressionistic picture of integration of man and nature. 

Driving along Changchun-Dongqing road for 20 minutes to reach Sheling Street, Shuangyang District, you can see dozens of stalls selling strawberries as well as many advertising plaques for picking gardens along the road, forming a unique landscape. In recent years, Sheling's strawberry picking has become a gold-lettered signboard for Shuangyang District's tourism and there are seven major gardens, such as Guoxin, She'ai and Yusan, with more than 110 greenhouses, a planting area of 140,000 square meters and able to meet the picking by 5,000 to 10,000 visitors. 

Yu San, one of the sponsors of strawberry picking travel in Shuangyang District, told the reporter that, in the past, local farmers were idle to play mahjong in winter. After watching he made money from the picking travel, they swarmed to build greenhouses. The farmers who only grew crops in the past started to grow strawberries, small persimmons and other species and provided picking travel to enable visitors to walk into vegetable and fruit gardens to enjoy fresh and healthy food while being close to the nature. Four to five years later, there are 85 households providing strawberry picking in Sheling Street. The original slack period now becomes the busiest time of a year. 

Rural casual tourism is the overall positioning of Shuangyang District's tourism development. In recent years, Shuangyang District has promoted the regional economy as a whole closely around the development direction. The reporter, when conducting a field interview in Shuangyang District, found the village road becomes convenient, the environment is clean, and the awareness of developing tourism of farmers is rapidly changing and advancing to a fine and scientific direction. 

At Shuangyang District's green room eco-park, the reporter saw, although it is not a holiday, the parking lot is almost full. In the park, four green artificial turf-built greenhouse-style villas are eye-catching as the villas adopt a greenhouses frame, are made of green glass and artificial lawns, cleverly embed glass in transverses and look dazzling in the distance. The villas have two floors. The first floor with an area of nearly 80 square meters can accommodate nearly 50 people to take meals and sing songs; the second floor has big French windows, enabling visitors to be able to watch the beautiful outdoor scenery during the meal. 

Here, visitors can pick up fresh fruits and vegetables, taste original-ecology dishes and cereal pancakes, and enjoy a different kind of "urban farmer" experience. With gentle breeze and strong green, people are far away from superficial and impetuous and bustling cities to feel quiet and comfortable in rural areas. 

Shuangyang District now has one national 4A-level scenic spot, three 3A-level scenic spots, 26 provincial A-level rural tourism business units, 13 travel agencies and shops, more than 150 farm-stay hotels, more than 160 fishing pools with an area of above 1,000 square meters and relevant employees of 19,000. 

"Fully bloom" to hide potential. 

Shuangyang District with a total area of 1677 square kilometers is small but exquisite, allowing people to be able to appreciate flowers, go fishing and picking, and enjoy hot springs to feel the charm of casual eco-tour and containing rich historical and cultural resources. Shuangyang is the province's earliest human habitation, where more than 100 relics, including Xibo ancient country ruin, Aobai ancestral home, primitive society and relics in the Liao and Jin dynasties, are discovered. 

Meanwhile, Shuangyang is known as "China's hometown of spotted deer". On the deer product street in Luxiang, Shuangyang, Shuangyang's spotted deer and deer products' price has become the "barometer" of the country's deer industry market. The deer horn trading market radiates Southeast Asia and the district has successfully created "China Shuangyang Deer Festival" and other tourism festival brands.  

Shuangyang District Tourism Bureau director Li Bing said, in recent years, relying on the resource advantage and around "building an eco-tourism city", Shuangyang District has seized the opportunity, focused on features, created brands, and actively promoted the tourism project construction and tourism product development so that Shuangyang's tourism industry has entered into a new stage of comprehensive development and rapid growth. 

On the construction of characteristic scenic spots, after years of construction, key scenic spots with three lakes, Shuangyang Lake, Diaoshuihu and Yuanshan Lake, two hot springs, Yulong hot spring and Guoxin Nanshan hot spring, and one temple Yuantong Temple as the core have taken shape. In the development of quality tourist routes, integrate resources advantages of all tourism units in the district, package "five +" tours, "hot spring and health +, aviation experience +, green picking +, eco-tourism +, and rural holiday +", adhere to people orientation, combine with the characteristics and needs of tourists, and tailor "Luxiang tour". On this basis, the district has opened one-day and two-day tourism routes to Shuangyang. 

Earlier this year, CNTA director Li Jinzao, at the national tourism work conference, said, in 2016, China's tourism will change to "global tourism" from "tourist attractions". Recently, Shuangyang is selected to be the first batch of units to create the national global tourism demonstration area. 

Tang Tiesheng said, in recent years, Shuangyang District has developed in accordance with the goal "developing global tourism and building panoramic Shuangyang". The district Party committee and government attach great importance to the tourism industry, always adhere to the strategic orientation of giving priority to develop tourism, and arrange and deploy the tourism industry as the district's important industry in the district Party committee's plenary committee report and the government work report at length. 

"The whole district works together to contribute to Shuangyang's tourism." Tang Tiesheng told the reporter that the district invested nearly RMB 1 billion in the road construction in three years and now, all roads to main tourist attractions and towns are smooth; installed 5,000 street lights in urban loops, Longjia-Dongchuan and Longjia-Shuangyang roads and roads to towns; planted and greened more than 1 million trees, beautified more than 50,000 square meters, built wall fences of over 15,000 linear meters and set up more than 50 tourism sign boards along roads. 

"Roads, network, public toilets and other infrastructure all represent the appearance of a region. Develop global tourism, both appearance and lining are equally important," said Tang Tiesheng. 

Develop "global tourism" according to local conditions. 

Li Bing's office pasted the keywords of this year's work, "global tourism", "purchasing and storage of tourism resources", "tourism development fund" and "tourism big data". 

According to the arrangement of CNTA to create the national global tourism demonstration area, Shuangyang District actively learns relevant requirements and creates a work program according to local conditions. The first to bear the brunt is the system and mechanism reform. 

Li Bing said, in 2016, Shuangyang District will set up a tourism development committee. Accelerate transforming the functions of the tourism bureau, establish the tourism development committee, coordinate the district's tourism development, establish Shuangyang tourism alliance and Shuangyang District Tourism Development Corporation, and establish Shuangyang District tourism industry development fund.  

"The supply-side structural reform and the transformation and upgrading of the service industry bring a tremendous opportunity to tourism development," Tang Tiesheng said. 

Because the tourism infrastructure and supporting facilities are not perfect, most consumers only go sightseeing in Shuangyang. Meanwhile, special lines and other public transport lines between scenic spots have not been built to form "lines" and "surfaces" so that tourists only stop in "points". 

How to retain visitors and enable them to eat, live, travel and go shopping well while attracting them to travel here? This is a problem urgently needing to be solved by Shuangyang District next step. Around this May, Shuangyang will start the construction of Beishan tourist complex, Hong Kong Outlets Changchun central leisure district and other projects and build characteristic business points, such as deer products distribution center, tourist shopping center and religious products street; build a batch of star hotels, economic business chain hotels, youth hotels, family hotels, etc. 

"We will give full consideration to the functional needs of tourism development in urban construction, plan and strengthen the urban infrastructure construction in accordance with the six elements of tourism and its extension, and comprehensively improve the tourism industry environment in urban infrastructure, traffic planning, municipal construction, greening and landscaping, culture and entertainment, new rural construction and other aspects," said Tang Tiesheng. 

Rationally use resources and create fine tourism products. Promoting global tourism does not mean to build scenic spots and hotels and develop tourism everywhere but enable the management system design of areas rich in tourism resources and outstanding tourism industry advantages to have a tourism concept. In this regard, the whole Shuangyang District has formed a consensus, pulled out all the stops, worked together and strived to make Shuangyang's tourism more attractive, able to retain visitors and able to gather visitors with visitors.(By reporter Zhao Mengzhuo

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