Transforming the 'traffic' of cultural, tourism, sports, and commercial enterprises into 'retention' for development

2026-05-29

Recently, Guangzhou, Guangdong Province launched the "Guangdong BA Night Bus", where fans can ride for free with ticket stubs, wristbands, or fans, directly from Dongfeng Sports Center to Tianmei Xinli Night Market. This not only continues the enthusiasm of fans, but also adds a flame to the night economy. In recent years, mass sports events such as football and basketball in various regions have continuously broken through the circle, driving consumption in the fields of catering, accommodation, scenic spots, cultural and creative industries, injecting lasting momentum into the integrated development of culture, tourism, sports and commerce. In fact, tourist destinations have never been a pile of mountains, waters, and cultural resources, but a new space for a beautiful life shared by both hosts and guests. Citizens and tourists should not only see the continuous cultural heritage, but also the endless innovation and creation. During the 15th Five Year Plan period, we will promote the construction of a strong cultural, sports, and tourism country, and continuously meet the new needs of the people for a better life. Looking at the whole country, more and more attention is being paid to the "ticket economy" and "event economy" in various regions. Performances, competitions, and cultural tourism consumption are moving in the same direction, activating multiple consumption chains such as transportation, retail, and accommodation through cultural scenes, promoting multi-party cooperation and win-win results, amplifying economic benefits while also improving social benefits. For example, Harbin, Heilongjiang Province has tailored a two-day, one night viewing and sightseeing route for fans, connecting city landmarks, fireworks, cuisine, and unique scenery. In Guiyang, Guizhou, tourists can enjoy discounts at hotpot restaurants and designer hotels with a movie ticket stub, creating an innovative engine for unleashing consumption potential. Of course, it should also be noted that the rising popularity of the "ticket economy" and "event economy" is also facing problems such as the homogenization of sports events, shallow cultural empowerment, the need to improve transportation security, and insufficient innovation in consumer scenarios. Various regions should strengthen market research and overall coordination, further enhance the attractiveness of cultural festivals and sports events, improve public service systems such as intelligent transportation networks, and create high-quality leisure spaces and consumption scenes. Compared with natural and cultural resources, sports events and cultural festivals that have not yet undergone the accumulation of time do not have a natural cultural stickiness to foreign customers. To break this limitation, it is necessary to deeply involve local residents and guide foreign tourists to understand local characteristics, and achieve creative transformation and innovative development of traditional culture. This means that mass sports and cultural festivals need to incorporate new elements to create a future oriented and vibrant urban image. This can be large-scale events such as football matches, race cars, celebrity concerts, as well as cultural activities such as street dance, talk shows, small theater plays, concerts, and spontaneous cultural and sports activities organized by the masses. In short, the recognition and attractiveness of the city should be continuously improved through in-depth understanding and interaction between residents and tourists. As venues for sports events and cultural festivals, sports venues, theaters, exhibition centers, and central squares often gather tens of thousands of spectators within a few hours. Such a large-scale gathering of people will create certain pressure on urban management and public governance. This requires departments such as transportation, urban management, and communication to reasonably layout transportation connection points, parking lots, and communication networks. Based on scientific prediction and forecasting, reasonable allocation of transportation capacity such as subways, buses, ride hailing services, and shared bicycles should be made. According to survey data from the China Tourism Research Institute, during holidays, tourists have an average recreational radius of about 15 kilometers at their destination. The active time at night is from 18:00 to 22:00, and the active radius is 6 kilometers, which is equivalent to "four golden hours and six silver kilometers". Based on this, the cultural, tourism, and commercial sectors may wish to plan public cultural spaces and tourism consumption scenarios within their active radius in a reasonable manner, while the transportation sector should ensure smooth passage around the aforementioned spatial and temporal patterns. To meet the needs of audiences and tourists, we should cultivate a new space for a beautiful life shared by both hosts and guests, create urban micro vacation projects, and strengthen cooperation with travel agencies and online platforms to promote new tourism routes, so that tourists can come, disperse, and stay. For example, developing specialty restaurants, leisure business districts, and specialty food markets to fill the streets and alleys with a taste of life. Relying on historical and cultural blocks, intangible cultural heritage workshops, cultural and creative parks, theaters, cinemas, and cultural and museum venues, we will promote the development of cultural and creative markets and surrounding products, allowing tourists to immerse themselves in them and experience the charm of urban culture. By leveraging science museums, science parks, new electronic product shopping districts, and diverse technology application scenarios, we aim to showcase the city's innovative vitality. We should also practice the modern tourism development concept of inclusiveness, freedom, openness, and sharing, and open public cultural spaces such as public libraries and youth activity centers to tourists. Encourage government departments to open courtyards during holidays and weekends, allowing tourists to use parking lots and public toilets, fully demonstrating the openness and inclusiveness of the city. Promoting regional cultural and tourism "out of the circle", "ticket economy" and "event economy" have great potential and should also have great achievements. This requires us to scientifically grasp the new trends of diversified, personalized, and high-quality tourism demand, as well as the characteristics of integrated, intelligent, and ecological tourism consumption, adhere to innovation and integrated development, and better meet the needs of the masses for "poetry and distant places". (Looking into the New Era)

Edit:Luoyu    Responsible editor:Wang Erdong

Source:GMW.cn

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