Intangible cultural heritage promotes 'Poetry and Painting Zhejiang'

The launch of the 2021"Poetry and Painting Zhejiang" Golden Autumn Cultural and Tourism Consumption Season, titled "Traveling in Poetry and Painting Zhejiang, Sharing a Better Life," was held at the Yiwu International Expo Center in East China's Zhejiang province on Sept 25.

This event, held during the 16th Yiwu Culture and Tourism Products Trade Fair, aims to promote the transformation, expansion and upgrading of cultural and tourism consumption, accelerating the high-quality development of the culture and tourism industry in Zhejiang.

At the ceremony, a package of favorable policies for tourists in Zhejiang were released simultaneously. They included discounts on scenic spots, discounts on cultural and creative products, and discounts on hotels and homestays throughout the province, which will last until through Spring Festival of 2022.

This promotional campaign is composed of six series of themed activities such as Red tourism, art and culture, and smart travel. More than 470 measures have been launched to attract tourists and unleash the cultural and tourism consumption.

Based on the abundant Red tourism resources in various places and their spiritual legacies, a slew of Red Tourism travel routes has been defined relying on cultural museums, scenic spots, and patriotism education bases, among other factors.

A series of distinctive Red tourism-themed activities have inspired people to come and visit the revolutionary sites.

For example, the Yangtze River Delta Red Cultural Tourism Promotion and Southwest Zhejiang Red Culture Tourism Season has successfully attracted tremendous attention of Lishui, the largest prefecture-level city in Zhejiang.

"This exhibition gives us an opportunity to tell the history of the Communist Party of China and the Red Boat spirit with craft works in Jiaxing," said Xu Xuechao, inheritor of the Red Boat wooden model making craft.

The inheritance of intangible cultural heritage and the creation of cultural and creative products, literary and artistic boutiques continuously move forward, cultivating a number of products with brands of great influence.

"This platform is very important to me, and this opportunity is also very precious. I brought a lot of cultural and creative products this time, and I want to take this chance to promote our Ou Embroidery and expand its market," said Shi Chengquan, representative inheritor of an international intangible cultural heritage project Ou Embroidery, which is a traditional embroidery art from Wenzhou of Zhejiang.

More classic plays and excellent works were brought to audience via both online and offline methods.

A series of activities such as the China Intangible Cultural Heritage Expo held in Zhejiang has made the industry prosperous, attracted many audiences, and stimulated consumption.

Cooperating with more than 100 major online platforms and thousands of online travel companies in Zhejiang province, special events like cloud tourism, cloud exhibitions and cloud performances were actively held to provide online cultural products such as online music, online animation, online live broadcasts, and online exhibitions.

Many activities have also been held both online and offline to upgrade the new consumption model of digital intelligence.

The new economy of nighttime cultural and tourism consumption was cultivated by combining major business districts and characteristic commercial streets to culture, tourism and leisure, making the new model of "cultural and travel" popular.

A series of activities that advocate roaming and night touring through Zhejiang, have satisfied the consumption needs of taking a vacation and enjoying life. To create a group of Zhejiang "internet celebrity" tourist destinations and routes, a series of themed promotion activities have been planned and held. Internet celebrities and industry experts are invited to participate in these tourism marketing activities.

The construction of exhibition platforms aims to promote Zhejiang's culture and tourism exchange and cooperation with other provinces, while further improving the popularity of the "Poetry and Painting Zhejiang" brand.

These platforms also play important roles in telling Zhejiang's culture and tourism stories in international exchanges, spreading its voices, enhancing its reputation and influence, as well as expanding its consumption market.

"I'm from a travel agency in Anhui province, and I'm here to learn more about the various scenic spots and equipment in Zhejiang," said Gu Quan, a tourist who is also the manager of the exhibition department of Maanshan Youth International Travel Service. "This exhibition gives me a good opportunity to learn about new tourist routes. Many tourism bureaus from other cities and counties in Zhejiang have come to promote their folk customs, food, and rural scenery. The tourist attractions in Lishui impress me most."

The series of activities and measures benefiting the tourists and residents achieve an overall recovery and improvement of cultural and tourism consumption in Zhejiang, which is in accordance with the plan initiated by the Zhejiang provincial government to unleash the consumption potential.

"Zhejiang has a long history and splendid culture," said Xu Peng, deputy director of Zhejiang Provincial Department of Culture and Tourism.

"It is one of the birthplaces of Chinese civilization. It has the West Lake with pleasant mountains and rivers and the Archaeological Ruins of Liangzhu where the Chinese civilization originated. As the demonstration area of Beautiful China, there are many natural resources and human resources available in Zhejiang." "We will continue to launch more activities, strive to create a consumption environment with higher quality and an open atmosphere so that tourists are willing to visit and have fun here," Xu said.