Tourism is linked to economic development and people's well-being at one end, involving food, housing, transportation, tourism, shopping, entertainment and other industries. Developing tourism is an important focus to promote high-quality development.

In recent years, China's tourism development has stepped into a fast lane, with new formats, new trends and new drivers emerging. Since this year, China's tourism industry has recovered in an all-round way and continues to be hot, becoming a highlight of economic and social development. The data shows that during the "May Day" holiday just passed, the total number of domestic tourism trips nationwide was 295 million, up 7.6% year on year; Domestic tourists spent 166.89 billion yuan on travel, up 12.7% year on year, and tourism still occupies the "C" position.

Tourists enter "Zizi" to "bake", "Erbin" to go out of the circle, Tianshui "hot", Guizhou "village super" and "village BA" are hot... While the overall momentum of the industry is positive, "online celebrity" cities and attractions have emerged. Cultural tourism in various regions showed their own ingenuity and made effective attempts to explore the way from "flow" to "reserve".

Diners are queuing at Tianshui Malatang Restaurant. Photographed by Wang Wenjia, reporter of People's Daily Online

Tianshui, at the foot of Qinling Mountains and the bank of Weishui River, attracts many tourists with a bowl of "hot hot" Malatang.

The "hot spot" of food has moved the new fulcrum of Tianshui culture and tourism. According to the relevant person in charge of Tianshui Culture and Tourism Bureau, a number of Tianshui specialty sales online stores, stores and counters with the theme of "Tianshui Spicy Hot Pot" have been set up locally to display and sell characteristic agricultural and sideline products such as Gangu pepper, Qin'an pepper, Wushan vermicelli, and Qingshui agaric, so that tourists can bring food home.

Food is the "traffic code", while history and culture are the key to retaining tourists. Dramas such as the Qin Opera musical "Maiji Holy Song" and the original dance drama "A Picture of the Sky" were staged in turn. Tianshui continues to carry out 38 cultural and tourism activities, including Han costume shooting and intangible cultural heritage experience, to attract young tourists.

The popularity of local cultural tourism is a hard core test of local tourism infrastructure and service capacity. The continuation of the culture and tourism boom is inseparable from the comprehensive blessing of all-round and whole process service optimization. The transformation from "flow" to "reserve" should be based on the optimization of the overall tourism environment and services.

When the lights are on, Zhengwei Barbecue is full of customers inside and outside. Photographed by Song Cui, reporter of People's Daily Online

On the eve of the May Day holiday last year, Zibo issued a letter to the vast number of tourists' friends, suggesting that people should travel off peak to find time difference and comfort. This sincere approach has won Zibo a good reputation. At the same time, in order to cope with the large passenger flow, Zibo also requires the party and government organs and public institutions with open conditions to open parking lots and toilets to the public free of charge.

Shi Peihua, director of the Provincial and Ministerial Collaborative Innovation Center for Modern Tourism Development of Nankai University, said that local culture and tourism should comprehensively improve the service level and reception capacity of local culture and tourism, and jointly build a local "please type character" from government support, market leadership and community participation. In addition, it is necessary to comprehensively improve the service level of intelligent tourism, and form a tourism service system covering the whole process of tourism activities by optimizing various services such as intelligent tour guides, virtual tourism and online consultation.

"Online popularity" is the opening mode of tourist destinations in the new era, but it is not the goal of tourist destinations. Only by building a number of brand IPs of tourism destinations with the help of the "online celebrity" model can they form a long-term and stable attraction for tourists.

Shi Peihua said that local cultural tourism should continue to enrich and strengthen cultural tourism brand IP, create a unique tourism brand image, and emphasize local characteristics and cultural charm. At the same time, improve the quality of tourism services in an all-round way, strengthen the participation of multiple subjects in the tourism market, and meet the emotional consumption needs of tourists with service optimization.

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