Harbin, known as the "Ice City", attracts tourists from all over the world, while Guizhou's "Village Supermarket" drives economic development and increases income for villagers. The popular film and television series "My Altay" has also boosted cultural and tourism consumption in Altay, Xinjiang... Since the beginning of this year, China's cultural and tourism market has continued to accelerate its recovery momentum, showing a development trend of both supply and demand. It is estimated that during the Loong Boat Festival holiday this year, the number of domestic tourism trips in China totaled 110 million, up 6.3% year on year; The total cost of domestic tourists traveling was 40.35 billion yuan, a year-on-year increase of 8.1%. Finance is the lifeblood of the national economy and an important force in promoting cultural construction and tourism development. Financial institutions are based on local resource endowments, increasing credit investment, innovating financial products, optimizing service models, and taking multiple measures to support the high-quality development of China's cultural and tourism industry. Focusing on key scenic spots, high-quality enterprises, and major projects, we will increase credit support. In Wulong District, Chongqing, the extraordinary craftsmanship of nature has created three natural stone arch bridges. These stone arch bridges are several hundred meters high, spanning between deep canyons and verdant mountains. Walking on the winding and winding path under the bridge, the trees are clear and the breeze is gentle. The flying springs and waterfalls may be hidden or visible, and the unique scenery attracts many tourists to visit. In recent years, in order to further optimize the tourist experience, Wulong District has planned to upgrade and transform some of the tourism infrastructure in the scenic area. However, due to a shortage of funds, the project progress has been slow. In January of this year, the Agricultural Bank of China led multiple banks to grant a syndicated loan of 1.6 billion yuan to Chongqing Longchang Tourism Co., Ltd. This fund strongly supported the infrastructure renovation of Tiansheng Sanqiao and Longshui Gorge Ground Seam Scenic Area, and the number of tourists received in multiple scenic areas in Wulong District increased significantly. Liu Shuren, the customer manager of Agricultural Bank of China Chongqing Wulong Branch, told reporters that Agricultural Bank of China formed a relationship with Wulong and provided a 15 million yuan loan to Xiannv Mountain Forest Farm in 1994. Since then, the bank has supported the construction of multiple core scenic spots and tourism projects, including Wulong Xiannv Mountain Scenic Area, Furong River Scenic Area, Furong River Cableway, Impression Wulong Scenic Area, Tiansheng Sanqiao Elevator, and Xiannv Mountain Indoor Ski Resort, with "real gold and silver". At the same time, the bank provides sufficient working capital loans to provide strong financial support for the daily maintenance and marketing promotion of major scenic spots. In the process of promoting tourism development in Wulong, over 90% of key cultural and tourism projects have the presence of Agricultural Bank of China. As of the end of May this year, the bank has cumulatively provided loans exceeding 4.8 billion yuan. The cultural and tourism industry is thriving, and the market is thriving. Agricultural Bank of China Chongqing Wulong Branch also strongly supports rural tourism represented by rural tourism, and has provided loans of 440 million yuan to more than 200 rural tourism operators along the Xiannv Mountain. From 30000 yuan in 2010, 100000 yuan in 2014, to 300000 yuan in 2019, and now to 500000 yuan, the maximum amount of Agricultural Bank of China's "Rural Happy Loan" has gradually increased, and the income of local farmers has also skyrocketed. The support of Agricultural Bank of China for tourism development in Wulong District is a microcosm of the financial industry serving the development of the cultural and tourism industry. In September 2023, the General Office of the State Council issued several measures to unleash the potential of tourism consumption and promote high-quality development of the tourism industry, emphasizing further meeting the needs of the people for a better life, leveraging the important role of the tourism industry in promoting economic and social development, and making specific arrangements from the aspects of "increasing the supply of high-quality tourism products and services" and "stimulating tourism consumption demand". "The rapid development of the cultural and tourism industries can drive effective investment, promote consumption growth, drive economic development, and enhance the people's sense of achievement and happiness." Peng Yuchao, Vice Dean of the School of Finance at Central University of Finance and Economics, said that operating scenic spots and constructing projects require a large amount of funds to support the development of the cultural and tourism industry. The financial industry needs to increase credit support, especially focusing on the funding needs of key scenic spots, high-quality enterprises, and major projects, and providing targeted credit services. At present, many regions are guiding financial institutions to increase their support for the cultural and tourism industry. Beijing has established special refinancing and rediscounting products specifically to support cultural enterprises, and has included the list of enterprises provided by industrial departments in the scope of policy support. Gansu guides financial institutions to increase their financial services for cultural and tourism enterprises, including financing, guarantees, and interest subsidies. Fujian encourages banking institutions to connect with the financing needs of cultural and tourism clusters in World Heritage sites, provide medium - and long-term loan support for key projects that meet the conditions, and promote the implementation of projects. According to the needs of different business entities, Shanghai Sugar Culture Technology Co., Ltd. provides differentiated and customized financial products and services. With the popularity of "Fanhua", we have more and more customers. Shanghai Sugar Culture Technology Co., Ltd., which provides virtual filming technology support for the later interviews of the cast team of the popular TV drama "Fanhua", is gradually becoming known to the industry, and there is a growing demand for cooperation. It is reported that the virtual shooting technology solution possessed by Sugar Burning Culture can quickly switch scenes, shorten shooting cycles, lower venue construction and post production special effects costs, and achieve better visual effects without being affected by natural factors. It is in a leading position in the domestic film and television industry. However, due to the fact that the enterprise is in its start-up stage, with high uncertainty in business revenue and a lack of suitable collateral, it has been facing a shortage of funds since its establishment. After understanding the innovative strength and market demand of the sugar burning culture, the Shanghai Qingpu Branch of Bank of Beijing took the initiative to establish a close cooperative relationship with it. In August 2023, the company designed an exclusive financial service plan for Sugar Burning Culture and provided a credit loan of 3 million yuan. With the arrival of loan funds, the sugar burning culture has ushered in new opportunities for development. Experts say that the cultural and tourism industry has diverse formats and diverse scenarios, involving numerous types of business entities. These business entities have significant differences in their demand for financial services, which requires financial institutions to provide differentiated and customized financial products and services according to the needs of different types of business entities. In the past Loong Boat Festival holiday, many tourists came to the ancient city of Taierzhuang, Zaozhuang, Shandong Province to visit and taste food. In 2023, the Taierzhuang Ancient City Scenic Area received over 8 million visitors, setting a new historical high. "The development of the ancient city today is closely related to the financial support of ICBC." Miao Qing, Deputy Director of the Finance Department of Taierzhuang Canal Ancient City Investment Co., Ltd., told reporters that the improvement of service facilities in the ancient city was previously constrained by funds, and during the difficult times, ICBC extended a helping hand to enterprises. "After understanding the financing needs of the enterprise, the provincial, municipal, and county banks collaborated to discuss financing plans, established a special service team, and conducted multiple in-depth investigations into the situation of the enterprise." Zhang Xiaorui, Vice President of Industrial and Commercial Bank of China Shandong Branch, said that ICBC has innovated its financial service model by using ancient city real estate as collateral to provide a specific asset fee right support loan of 1 billion yuan for enterprises, with a loan term of 15 years. This medium - and long-term loan support can effectively help enterprises expand their financing scale, optimize loan structure, and reduce financing costs. As of the end of May this year, the balance of cultural and tourism industry loans at ICBC Shandong Branch exceeded 16 billion yuan. Peng Yuchao said that in terms of classification, key scenic spots and high-quality cultural and tourism enterprises require long-term stable and large amounts of financial support. Start up and technology-based cultural and creative enterprises operate with light assets and lack collateral. They require credit loans or equity financing support, and private and small and micro enterprises, as well as individual industrial and commercial enterprises, place great importance on the time and convenience of receiving funds and loans. At the same time, the current trend of deep integration and development in the cultural and tourism industry is evident, with various new cultural and tourism scenarios and formats constantly emerging, which also puts higher requirements on financial services. Faced with the new development trend of the cultural and tourism industry, financial institutions have taken action one after another. In promoting the development of the cultural industry, Bank of China Shanghai Branch has launched the "Chuangchain Bank of China" design industry financial service platform, and China Construction Bank Shanghai Branch has launched the "Six Measures to Fully Support the High Quality Development of Shanghai's Coffee Industry". In supporting the development of the tourism industry, Fudian Bank focuses on traditional handicrafts such as wood carving, embroidery, tie dyeing, pottery, and silverware to launch "Golden Art Loan" products. Pingyao Rural Commercial Bank has launched credit products such as "Xingnong Loan", "Xingwang Loan", and "Xingye Loan" to meet the financing needs of small and micro enterprises and individual industrial and commercial households in the beef and lacquerware industry chain, and has solved the funding needs of multiple small and micro enterprises and individual industrial and commercial households. Starting from various aspects such as the construction of smart scenic spots, diversified financial services can support industrial development. In addition to providing credit support, there are also various forms of cooperation between the financial industry and the cultural tourism industry. In practice, multiple financial institutions have started from various aspects such as fund settlement, smart scenic area construction, theme bank card issuance, foreign currency exchange, and consumer promotion activities, using diversified financial services to support the development of the cultural and tourism industry and promote the prosperity of the consumer market. Sichuan's mountains and rivers are magnificent and beautiful. In order to deeply tap into the value of tourism resources, financial institutions are increasing their innovation efforts. In Chengdu, CCB Sichuan Branch assisted the construction of Xiling Snow Mountain Smart Scenic Spot by accessing WeChat official account to make online booking and purchase tickets, and implementing aggregate payment to cover all scenic spots. In Deyang, the Industrial and Commercial Bank of China (ICBC) Deyang Branch utilizes its financial technology advantages to support the Sanxingdui Museum in creating smart scenic spots, opening up online and offline payment channels for scenic spots, offering digital RMB and foreign card payment services, and launching the "Sanxingdui Cultural Debit Card". Financial support for the development of the cultural and tourism industry not only supports the supply side, but also makes efforts on the demand side. Recently, the Guangdong Provincial Department of Culture and Tourism and China UnionPay Guangdong Branch jointly released the "2024 Guangdong Province" Cultural and Tourism Consumption Action Plan Work Plan for 100 Cities and 100 Districts ". In the plan, financial "tools" frequently appear. For example, distributing cultural and tourism consumption subsidy vouchers to the public; Provide financing services for cultural and tourism supply chain scenarios for scenic spots, hotels, and other cultural and tourism enterprises; Enhance the bank card acceptance experience in scenarios such as food, housing, transportation, shopping, entertainment, and medicine, and support diversified payment methods such as card swiping and scanning. Next, how should the financial industry further support the high-quality development of the cultural and tourism industry? "Over the years, ICBC has strengthened technology empowerment, optimized credit policies, and innovated product models, focusing on three main lines: from high-quality cultural and tourism enterprises to major demonstration projects, from 'going out' to 'introducing' cultural and tourism, and from the cultural and tourism industry to the consumer ecosystem. A distinctive cultural and tourism service model has been formed, with investment and financing as the core and payment settlement, digital technology, and personal services as the support." The relevant person in charge of the Financial Business Department of Industrial and Commercial Bank of China (ICBC) stated that in the next step, ICBC will provide a package of credit support for enterprises from initial investment and financing advisors to construction and development stages. Tailored industry chain service solutions for various industries such as scenic spots, amusement parks, and entertainment on the supply side, as well as multiple links such as promotion and payment on the consumption side. Build an integrated solution of "culture and tourism+" around "food, accommodation, transportation, entertainment and shopping". "Financial institutions can support the development of the cultural and tourism industry by considering the following three aspects." Peng Yuchao suggests providing timely investment and financing services to business entities with funding needs, while using technological means to improve service quality and efficiency; The second is to assist cultural and tourism enterprises in reaching consumers and promoting consumption through various channels; The third is to promote the construction of smart systems, providing convenient payment products and settlement methods for enterprises, merchants, and consumers. (Lai Xin She)