1, the overall situation of Henan tourism. Henan's cultural tourism resources can be summarized as "ancient, river, root, fist and flower". Henan is the province with the richest tourism resources of ancient culture, with the underground cultural relics ranking first in the country, the above-ground cultural relics ranking first in the country, and the collection of cultural relics is 6,543,800+0.3 million, accounting for one-eighth of the total cultural relics in the country. Since the reform and opening up for more than 20 years, the tourism industry in Henan Province has made great progress. Through various channels, all parts of the province have intensified the development of tourism resources and infrastructure construction, and more than 300 scenic spots have been built and put into use. Longmen Grottoes, White Horse Temple, Songshan Shaolin Temple, Long Ting and many other scenic spots have taken on a new look. Some new natural scenery, ecological environment and leisure resorts have been built and opened to the outside world. Yuntai Mountain, Baiyun Mountain, Longyuwan and other scenic spots have gradually become new tourist hotspots.
At present, six cities including Zhengzhou, Luoyang, Kaifeng, Puyang, Jiyuan and Dengfeng have entered the ranks of excellent tourist cities in China. Luoyang Longmen Grottoes, Baima Temple, Guanlin, Songshan Shaolin Temple, Kaifeng Qingming Shanghe Garden, Linzhou Hongqi Canal, Jiaozuo Yuntai Mountain and other 15 scenic spots have entered the ranks of national 4A-level tourist attractions; Longmen Grottoes have entered the World Cultural Heritage List, and Zhongyue Songshan Mountain, Jiaozuo Yuntai Mountain and Neixiang Baotianman Nature Reserve have been listed in the National Geopark and the World Biological Protection Circle determined by the United Nations respectively. All these have laid a good foundation for the development of Henan tourism.
2. The traffic advantage of developing tourism in Henan. Around the development of tourism resources, the province's tourism infrastructure construction has achieved remarkable results. At present, the domestic routes opened by Xinzheng, Luoyang and Nanyang airports reach major cities in China and Hong Kong and Macao. The expressway network with Zhengzhou as the center extends in all directions; The east-west Longhai Railway meets the north-south Beijing-Guangzhou Railway, Liu Jiao Railway and Beijing-Kowloon Railway in Zhengzhou, Luoyang and Shangqiu respectively, making Henan an important transportation hub in China. Zhengzhou North Station, the largest railway marshalling station in Asia, and Zhengzhou East Station, the largest railway freight station in China, occupy a very important position in national railway transportation.
3. The regional advantages of developing tourism in Henan Province. Henan Province is located in the east of central China, connecting the east with the west, and connecting the south with the north. It is the main body of the Central Plains Economic Zone. The central plains urban agglomeration under construction, the core layer refers to the Zhengzhou-Kaifeng integrated area, including Zhengzhou and Kaifeng; The tight layer includes Luoyang, Xinxiang, Jiaozuo, Xuchang, Pingdingshan, Luohe and Jiyuan. The radiation layer includes Anyang, Hebi, Puyang, Sanmenxia, Nanyang, Shangqiu, Xinyang, Zhoukou and Zhumadian.
Northern Henan, Taiyuan, Shanxi and Handan, Hebei are densely populated. Shandong and Anhui are in the east, close to the eastern coastal cities, with a broad market; There is Xi 'an in Shaanxi in the west, which is known as "Luoyang in the east and Chang 'an in the west", which is conducive to the complementarity of tourism resources in the two provinces; Xuzhou, Jiangsu Province is adjacent to Wuhan, Hubei Province, and the landscape difference between the north and the south is significant, which has certain attraction to southern tourists. It can be said that this location advantage of Henan is very superior.
4. The development status of Henan travel agencies. There are more than 530 international and domestic travel agencies (including 32 international agencies), more than 300 foreign-related and star-rated hotels, 55 travel companies, more than 0/50 foreign-related designated units, and 654,380+050,000 people directly in tourism professionals. A tourism service system with a certain level and scale, complete functions and mutual coordination has been initially formed. Especially through the activities of establishing excellent tourist cities in China and evaluating the grade quality of tourist attractions in recent years, the tourism environment, tourism management level and reception service quality in Henan have been greatly improved.
In 20 10, Henan * * * received 258 million tourists from home and abroad, and its tourism revenue exceeded 200 billion yuan, reaching 229.4 billion yuan. Its tourist reception and comprehensive income rank sixth and eighth in China respectively, ranking first in central China.
20 12 Henan Tourism Work Conference was held in Zhengzhou. The meeting implemented the State Council's guiding opinions on supporting Henan Province to speed up the construction of the Central Plains Economic Zone and the spirit of the National Tourism Work Conference, summarized the development of tourism in Henan Province in 20 1 1 year, analyzed the current development situation of tourism in Henan Province, and deployed the key tasks of tourism in Henan Province in 20 12 year. The expected target of 20 12 year is to receive 348 million domestic and foreign tourists, with a year-on-year increase of 13%, and the total tourism revenue is 322.2 billion yuan, with a year-on-year increase of 15%.
Second, the problems faced by tourism in Henan Province
In recent years, the domestic tourism market in Henan Province has developed rapidly, showing a good trend of sustained, comprehensive and rapid growth. However, the gap with advanced provinces is gradually widening. In 2002, the number of inbound tourists in our province only ranked 20th in China, and the foreign exchange earned by tourism ranked 2nd1in China. The reasons for this are as follows:
1, lack of well-known tourism brands. Although Henan has a long history, rich cultural tourism resources, colorful natural tourism resources and numerous tourist attractions, it lacks world-class and national-level tourist boutique routes. However, the cultural connotation is not excavated enough, and the expression methods are the same; There are few well-known boutique scenic spots and tourist hotlines in China, and the proportion of well-known scenic spots and scenic spots is very small. Tourism quality projects such as The Riverside Scene at Qingming Festival, Mulan Poetry and Heluo Wind have been launched, which have been recognized by experts, but have not been sung on the national stage. Although there are many kinds of tourist commodities in Henan Province, there are few internationally famous scenic spots except Shaolin Temple.
2. Insufficient marketing. Compared with other provinces, our province has invested less in tourism promotion. In key markets, we can only do superficial promotion, and many cities don't even have a special promotion budget. Tourism departments at all levels neglect market development while developing products. Secondly, tourism departments at all levels and tourism enterprises have not yet formed a joint force, and it is difficult to produce sensational publicity and promotion effects.
3. Tourism infrastructure construction is relatively backward. Although the traffic construction in Henan Province has made great progress in recent years, it still cannot meet the social needs. The lag of tourism infrastructure construction is mainly manifested in the lack of tourism transportation capacity, mainly in the shortage of routes and flights, the overload operation of train passengers and the shortage of trains at the starting point of tourist distribution cities; The highway leading to the tourist area is of low grade, poor road condition and many unsafe factors; This kind of traffic situation is difficult to meet the needs of tourists, especially in the tourist season, the problem of inconvenient traffic in tourist hotlines and scenic spots is particularly prominent, which directly affects the improvement of tourism service quality, comprehensive reception capacity, safety guarantee ability and overall benefit.
Thirdly, some suggestions on the development of tourism in Henan Province.
1, increase the integration of tourism resources and brand building. Strive to create a number of potential tourism resources, strengthen the spatial connection of tourism resources, and avoid the monotony of scenic spots; Pay attention to the combination of human landscape and natural landscape. Drama, Quyi, acrobatics and other artistic varieties in our province occupy an important position in the country. These resources should be combined with tourism to show the characteristics and advantages of cultural tourism in Henan Province and improve the cultural added value of tourism projects. Strengthen the brand building of national 4A-level famous tourist attractions such as Longmen Grottoes in Luoyang, Baima Temple, Guanlin, Songshan Shaolin Temple, Qingming Shangheyuan in Kaifeng, Hongqi Canal in Linzhou and Yuntai Mountain in Jiaozuo.
2. Strengthen the construction of tourism infrastructure. In view of the shortage of tourism infrastructure in Henan Province, we will focus on strengthening the construction of tourist roads, scenic parking lots, tourist service centers and tourist safety. In terms of road traffic, increase the construction of tourist roads between major scenic spots and traffic trunk lines; Accelerate the construction of Zhengzhou aviation hub and regional airport, improve the tourist route network, and increase the number of flights between tourist destinations and major tourist sources; Through the construction of urban rail transit, the adjacent scenic spots will be linked to form a group development of tourism resources. Encourage the development of hotels suitable for scenic spots.
3. Intensify publicity to further improve the quality and service level of cultural tourism products. Continuously improve the quality of tourism products and the level of tourism services. It is necessary to show the characteristics of tourist destinations in products, design product patterns with the natural scenery, historical sites, historical figures and historical stories of tourist destinations as the theme, and try to use local specialty materials as raw materials for production. For some exquisite folk arts and crafts, open the technological process and production site to improve the participation and attraction of tourists and increase the detention time of tourists.
Henan culture has a high degree of dependence on tourism and strong correlation, and culture has a great impetus to tourism. In the process of accelerating the development of tourism, we should dig deep into the connotation of cultural tourism resources in our province and give full play to cultural efficiency, which is conducive to the full excavation, display and utilization of cultural resources; It is beneficial to increase the cultural connotation of tourism, enhance its cultural taste and improve the quality of tourism; It is conducive to transforming Henan's rich regional and humanistic advantages into regional economic advantages, pushing Henan's characteristic cultural tourism to domestic and foreign markets, stimulating economic growth, and then realizing Henan's leap from a province with cultural tourism resources to a province with cultural tourism economy.