杨艳

The 7th Chongqing Cultural Tourism Consumer-Benefit Season （Spring and Summer）

Slowing Down the Pace of Urban Life and Enjoying a New Countryside

By Yang Yan/The World and Chongqing

On April 22nd， the 7th Chongqing Cultural Tourism Consumer-Benefit Season （Spring and Summer）， hosted by the Chongqing Municipal Commission of Culture and Tourism Development， was opened at Yuanxiang Central Park in Tongliang District. The event will last until September. Consumption coupons are given to consumers， who can enjoy up to 50% discount with municipal-level consumption subsidy coupons and up to RMB500 yuan with subsidy coupons.

With the theme of “Slowing Down the Pace of Urban Life and Enjoying a New Countryside，” the event focuses on the new types of consumption of cultural tourism in the city and the countryside. It is comprised of 4 parts， namely， 1 launching ceremony at the main venue， 14 special themed activities， various activities at multiple sub-venues in districts and counties， and online activities. The event will feature a number of cultural tourism consumer-benefit activities， such as themed performances， mountain city in-depth tours， traditional Chinese medicine experiences， hot springs， road trips， farming， and rural camping.

At the launching ceremony， practitioners from the culture and tourism industries presented role-play performances to introduce boutique countryside tourist routes， outdoor tourism equipment， road trip camps， campsites， and boutique B&Bs in Chongqing， bringing consumers rich tourism resources in spring and summer and information on cultural tourism consumer-benefit activities.

At the cultural tourism bazaar in Yuanxiang Central Park， an intangible cultural heritage township collection area， a camping and leisure area， a tent food area， and an outdoor equipment area were set up， providing visitors with diversified agricultural products， featured rural tourism products， and intangible cultural heritage products. Campsite picnics， starlight tents， outdoor movies， and folk music concerts created an atmosphere of idyllic life in the countryside， offering visitors an opportunity to enjoy eating， drinking， playing， music， and shopping.

At the launching ceremony， the awarding ceremony for the title of national culture and tourism consumption pilot city and national （municipal） night culture and tourism consumption cluster was also held. Shapingba District and Beibei District were awarded the first batch of national culture and tourism consumption pilot cities; six areas， such as the Jiefangbei-Hongyadong area in Yuzhong District， were awarded the first batch of national night culture and tourism consumption clusters; 20 areas， such as the “Shibati-Mountain City Alley” traditional area in Yuzhong District， were awarded as municipal night culture and tourism consumption clusters.

During the event， a total of nine special themed activities of “Slow Urban Life” will be launched， including “Global Sleepless Night， Yuzhong District on the Cloud，” “Spring and Summer Consumer-Benefit Season，” “Fun and Dreamy Cruise – A Special Cultural Tourism Experience，” “Hot Spring Healthcare and Wellness” and so on. What will also be launched at the event are five special themed activities of rural tourism， including the “2022 Chongqing Camping Culture Festival，” the “Countryside Culture Festival” and others.

It is worth noting that to fully exercise the important instruction of General Secretary Xi Jinping on “consolidating and expanding the achievements in poverty alleviation and promoting rural revitalization” and give full play to the advantages of the culture and tourism industry， the Municipal Commission of Culture and Tourism Development convened a field meeting on “Cultural Tourism Empowering Rural Revitalization – Developing Rural Culture and Tourism Industry” in Tongliang District. Heads of cultural and tourism commissions of other districts and counties， relevant industry associations， and cultural tourism companies were invited to explore new and effective paths for empowering rural revitalization with the culture and tourism industry through field visits and extensive exchanges and cooperation.

At the meeting， Tongliang District， Dianjiang County， and Shizhu County exchanged insights on “Cultural Tourism Empowering Rural Revitalization”. Experts in culture and tourism were invited to attend the event. Along with typical cases across the country， an in-depth explanation of the progress of rural culture and tourism industry was given from the perspective of why culture and tourism should be the first step in rural revitalization， the development history of rural revitalization， and how culture and tourism can empower rural revitalization.

Next， the Commission will put its focus on several key areas such as creative design， performance industry， art industry， handicraft， digital culture， cultural tourism integration， etc. to empower rural revitalization with regard to the new features of tourism consumption needs that emerged after COVID-19. Combined with the flexible implementation of relevant policies， targeted guidance， and further research and exploration， the Commission will strive for enhanced upgrading of the rural culture and tourism industry as well as align efforts to consolidate and expand the achievements in poverty alleviation with efforts to promote rural revitalization.

Photo/Chongqing Municipal Commission of Culture and Tourism Development

4月22日，由重庆市文化旅游委主办的第七届重庆文化旅游惠民消费季（春夏）活动在铜梁原乡中央公园启幕。本次活动将持续至今年9月，活动期间将发放惠民消费券，使用市级文旅消费补贴券最高可享5折优惠和最高可享500元文旅直补优惠券。

本次活动以“都市慢生活·乡村新体验”为主题，以都市与乡村文旅新消费为重点，主要包括1个主会场启动仪式、14个特色主题活动、N个区县分会场活动以及网络惠民四个部分，推出都市特色演艺、山城深度体验、非遗中医体验、温泉康养体验、自驾旅居旅游、农耕文旅休闲、乡野露营体验等多项文旅惠民消费活动。

启动仪式上，来自相关行业领域的从业者通过情景表演等形式，对全市美丽乡村旅游精品景点线路、户外游文旅装备、自驾车旅居地营地、露营基地、休闲乡村旅游精品民宿等进行了创新式现场推介，为大家带来了丰富的春夏季旅游资源以及文旅惠民消费活动信息。

在原乡中央公园的文旅惠民集市上，非遗乡集区、帐篷美食区、露营休闲区、户外装备区，各式农副产品、乡村特色文旅商品、非遗产品等琳琅满目，露营野餐、星光帐篷、露天电影、民谣音乐会等，营造出浓浓的田园慢生活氛围，让市民深度体验了一场“吃、喝、玩、乐、购”的休闲旅游乐趣。

启动仪式上，还举行了国家文化和旅游消费试点城市、国家级（市级）夜间文化和旅游消费集聚区授牌仪式，沙坪坝区和北碚区获评第一批国家文化和旅游消费试点城市，渝中区解放碑—洪崖洞街区等6个区域获评首批国家级夜间文化和旅游消费集聚区，渝中区“十八梯·山城巷”传统风貌区等20个区域获评市级夜间文化和旅游消费集聚区。

活动期间，重庆还将推出“全球不眠夜·云端渝中”“春夏惠民演出季”“多彩邮轮·‘船’递梦想—文旅体验专场”“温泉康养·暖春养身”惠民活动等九大休闲都市“慢生活”特色主题活动。同时，本届消费季还将推出“2022重庆露营文化节”“田园乡村文化节”等五大乡村旅游特色主题活动。

值得一提的是，为深入贯彻习近平总书记“巩固拓展脱贫攻坚成果，做好乡村振興大文章”的重要指示精神，充分发挥文化和旅游产业优势作用，市文化旅游委在铜梁区组织召开“文旅赋能乡村振兴—乡村文化旅游产业发展现场会”，邀请各区县文化旅游委、相关行业协会及文旅企业负责人等嘉宾，通过实地考察、广泛交流与合作，为全市乡村文旅产业赋能乡村振兴探索新的有效路径。

在现场会上，铜梁、垫江、石柱三个区县围绕“文旅产业赋能乡村振兴”进行了交流发言。活动邀请文化和旅游相关专家，从乡村振兴为何要文旅先行、乡村振兴发展历史、文旅如何赋能乡村振兴三大方面，结合全国典型案例，对乡村文旅产业发展进行了深入浅出的讲解。

下一步，市文化旅游委将针对疫情后旅游消费需求呈现出的新特征，围绕创意设计、演出产业、美术产业、手工艺、数字文化、文旅融合等文化产业赋能乡村振兴的重点领域，用好用活相关政策，加强具体指导和研究探索，推动乡村文化旅游产业提档升级，巩固拓展脱贫攻坚成果同乡村振兴有效衔接。