Recently, Guangxi Zhuang Autonomous Region, Jiangsu Province, Gansu Province and other places have launched a number of distinctive and innovative cultural and creative products by holding cultural and creative festivals or cultural and creative design competitions, combined with local cultural and tourism resources, which not only attract tourists, but also improve the popularity of scenic spots and scenic spots. In recent years, more and more tourist destinations have attached importance to tourism cultural and creative products. They are not only tourist souvenirs that can be bought easily, but also important attractions for many tourists to go to a place. Therefore, tourism cultural and creative products have also become an important way for many scenic spots to get rid of the dependence on tickets and change the development mode. Meet the new demand of consumption Recently, Huaguoshan scenic spot in Lianyungang City, Jiangsu Province launched five different types of cultural and creative ice cream, which has become a "standard" for many tourists to punch in at the scenic spot. The shapes of this series of cultural and creative ice cream are taken from the old mountain gate, the jade girl peak, the water curtain cave and the image of the monkey king. In front of these corresponding landmarks, tourists often take photos with ice cream. Since summer, cultural and creative ice cream has become a "sharp weapon" for many scenic spots to attract visitors. Domestic scenic spots, including the Forbidden City, Xi'an city wall, Sanxingdui, Mogao Grottoes and Nanjing Xuanwu Lake, have launched themed ice cream based on their own cultural landscapes, landmark buildings, cultural relics or typical plants. Most of these ice cream have good sales performance, especially welcomed by young tourists. On a weekend at the end of June, Beijing tourist Zheng Yu invited two friends to Beijing Xishan National Forest Park to taste the first cultural and creative ice cream launched there. It is understood that this cultural and creative ice cream has selected the characteristic landscape elements of the three parks, namely "sunny snow in the West Mountain" represented by plum blossom, mountain peach and apricot, mountain peony and "ghost laughing stone", which is the best place to overlook the capital from a high altitude, and integrated into the IP image of the park, "West West", vividly presenting the natural landscape of the park and the history and characteristic plants of afforestation in the west mountain. Zhengyu introduced that he would go hiking in Xishan National Forest Park every spring, summer, autumn and winter. "Different scenery can be seen in different seasons. The launch of this cultural and creative ice cream has added attractions and interest to the summer garden tour, and also prompted me to learn more about the forest culture related to the park." In his opinion, the cultural and creative ice cream in different scenic spots have their own characteristics. They are exquisitely made. By restoring the architecture and landscape, the cultural symbols in the scenic spots are more distinctive, which meets the consumption needs of young tourists in pursuit of individuality and innovation. This is also the reason why all kinds of cultural and creative ice cream have maintained a high popularity for a long time. Cultural flavor is the core The Guangxi Zhuang Autonomous Region recently launched the "Guangxi courtesy" cultural tourism creative design competition to solicit works from scenic spots, urban, rural, ethnic, non relic, drama, food and crafts in and outside Guangxi. This competition is an important measure for Guangxi to build the general brand image of "showcasing the world's magnificent Guangxi" around the six cultural and tourism brands of "Guilin landscape", "longevity Guangxi", "magnificent border", "romantic Beibu Gulf", "March 3 of Zhuang nationality" and "Liusanjie culture". Mining or creating excellent cultural and creative products and constantly enriching the connotation of tourism have become an important starting point for improving the popularity of tourism destinations. After years of exploration and development, "highlighting cultural flavor" has become the core of cultural and creative product development. A total of 82 pieces (sets) of cultural and creative commodities were shortlisted in the second Jiangsu tourism cultural and creative commodities competition. They all showed the charm of Jiangsu Cultural and tourism with different creative and cultural connotations. Among them, 32 winning works covered many themes and elements such as intangible cultural heritage culture, natural scenery, rural folk customs, history and culture, life creativity, etc. of cities in Jiangsu Province. For example, the golden prize work "intelligent vacuum fresh-keeping jar" adopts AI intelligent technology "one key vacuum pumping". Each time the machine is started, the smart display will display the sign of "water charm Jiangsu", which not only conforms to the intelligent development trend of cultural and creative products, but also makes the spread of Jiangsu Cultural and tourism image more "moisten things silently". Another gold award work, Zhenjiang "Huaxiu pot cover large gift box", combines local food culture with urban culture, and integrates Zhenjiang style and color painting into the packaging, so that tourists can enjoy the scenery and culture while enjoying the delicious food. Cultural and creative products belong to the category of "purchase" in tourism, and are also an important link in the tourism industry chain. In the process of deepening the integration of culture and tourism, they also shoulder the important task of promoting local culture. At the beginning of this year, the "Shandong handmade" promotion project implementation plan issued by Shandong Province proposed to cultivate the handmade industry by relying on intangible cultural heritage or traditional processes. By the end of 2022, 13 5A tourist attractions and 20 key 4A tourist attractions in Shandong will build "Shandong handmade" display, experience and sales zones. Boost diversified development In the summer of 2022, many scenic spots across the country successively issued announcements and introduced preferential measures for tickets. For example, before December 31, the main scenic area of Wuyi Mountain in Fujian Province was free of tickets to the people of the whole country; Before September 30, the whole scenic area of Ganzi Tibetan Autonomous Prefecture in Sichuan Province will offer half price discount to domestic and foreign tourists, and free admission to students (including international students with student cards). Before December 31, free admission to medical personnel (including foreign medical personnel with work cards); Before December 31, Zhangjiajie Grand Canyon Scenic Spot and Zhangjiajie Qixing mountain tourist resort in Hunan Province will offer free tickets to tourists all over the country; In June, the main peak area of Huashan Mountain scenic spot in Shaanxi Province offered free tickets to tourists all over the country. It is not difficult to find that the tickets for these scenic spots are highly discounted. A local tourist in Shaanxi said, "this is the first time I have met Huashan Scenic Spot free of tickets." Reducing or exempting tickets has become a measure to stimulate tourists' willingness to travel in this summer; After free tickets, how to create more economic benefits has become an urgent problem to be solved. In recent years, how to get rid of ticket dependence and take a diversified development path has always been the development dilemma faced by tourism destinations. This summer, or will become an opportunity for change. In the Leitai, Confucian temple, TIANTI mountain and other outdoor tourist attractions in Wuwei City, Gansu Province, as well as the exhibition hall of cultural and creative products in Wuwei City Museum, "Horse Treading flying swallow" ice cream, "Xixia carved tea set developed with Xixia decorative patterns as creative elements, and" eight birds Chaoyang "canvas bag, silk scarf, pillow and other cultural and creative products designed with the" eight birds Chaoyang "painted portrait bricks in the Wei and Jin Dynasties are favored by tourists, which not only activates the traditional culture, It is also close to tourists' daily life, both ornamental and practical. It has become a new engine to stimulate local cultural and tourism consumption, and also promotes the development of tourism to a comprehensive industry. (Xinhua News Agency)