“美麗中國·心睇驗”向港澳“云推廣”山水之城美麗之地

楊艷

“一城千面”，重慶是個很難被定義的城市。近年來，重慶成為被全世界廣泛關注的“網紅城市”，中外游客趨之若鶩的打卡之地。6月8日，壯美長江·詩畫三峽、山水·魔幻之都、世界遺產之旅、美食之旅、溫泉康養等主題旅游線路和產品，集體亮相2021“美麗中國·心睇驗”線上推介會，讓港澳同胞領略到山城人文風光的無限魅力。

本次活動在重慶、上海、安徽、香港、澳門的5個會場通過線上互動，向港澳旅游業界和媒體代表介紹相關省（市）的“長江之旅”品牌資源和產品，以及新線路、優惠政策、景區恢復情況和安全防疫措施等，推動更多港澳同胞到內地旅游觀光，增強港澳同胞的國家意識和愛國精神。

文化和旅游部副部長張旭、香港特區政府商務及經濟發展局局長邱騰華、澳門特區政府經濟財政司司長李偉農，出席線上推介會并發表視頻致辭。文化和旅游部港澳臺辦黨委書記、一級巡視員滿宏衛，香港、澳門特別行政區政府有關負責人，港澳旅游業界代表，部分海外特邀旅行商代表，相關省（市）文化和旅游廳（局）和旅游企業代表，內地及港澳媒體記者等參加此次推介會。

在成渝地區雙城經濟圈推介環節中，重慶市、四川省文化和旅游部門以“川渝一家親 巴蜀千古情”為主題，重點推出壯美長江·詩畫三峽、山水·魔幻之都、世界遺產之旅、川渝美食之旅、溫泉康養、國寶熊貓等主題旅游線路和產品，展示了成渝地區豐富的旅游資源和豐厚的人文底蘊。

重慶以"山水之城·美麗之地”目標定位和“行千里·致廣大”價值定位為引領，加快建設“世界知名旅游目的地”，旅游國際化水平持續提升，國際知名度和美譽度不斷擴大，被國際權威旅行雜志評為“世界十大旅游目的地”“全球十大最具發展潛力的旅行地”。中國旅游研究院的調查數據顯示，后疫情時代，中國人最想去的城市旅游目的地重慶位居第一。近年來，重慶的游客滿意度在全國旅游城市游客滿意度評價中排名第一，連續兩年位列“西部文化消費指數”榜首。今年“五一”假期，重慶游客接待量達到1019.8萬人次，實現旅游總收入124.7億元，位居全國第三。

作為此次活動的承辦方，市文旅委國際交流合作處負責人表示，接下來重慶將抓住用好成渝地區雙城經濟圈建設重大戰略機遇，立足巴蜀文旅走廊新發展階段以一域服務全局，全方位、寬領域、深層次推進重慶文旅對外對內開放，大力推進國際交流與合作，深化國內區域合作，強化文旅對外推廣，提升“山水之城·美麗之地”城市品牌形象的知名度和美譽度。

此外，上海市文化和旅游局在推介中以上海優越的地理位置、精致的海派文化、中西文化交融的特征為切入點，重點推介了以崇明花博會為代表的生態旅游、以黃浦江游覽為代表的都市旅游，以美食、咖啡為代表的海派文化旅游，彰顯活力與創新的新城旅游風采，全面展示了上海“開放、創新、包容”的城市品格。

安徽省文化和旅游廳的推介圍繞“美好安徽·歡樂皖江”主題，以三大名山（黃山、九華山、天柱山）、三大水系（長江、淮河、新安江）、三大文化（老莊文化、桐城文化、徽文化）為脈絡，展現出生態良好、物產豐饒、文化燦爛、新奇時尚的八百里皖江城市風采。

據了解，內地與港澳長期以來互為最重要的客源市場，經過多年培育，由文化和旅游部主辦的“美麗中國·心睇驗”推廣活動為加強內地與港澳地區的文化和旅游交流合作發揮著重要作用，受到內地與港澳旅游業界的熱烈歡迎。

圖片/市文化旅游委提供

“Multi-faceted” Chongqing is a city that is hard to define. In recent years， Chongqing has become a popular city on internet drawing attention worldwide and a must-visit destination for Chinese and foreign tourists. On June 8， thematic tourism lines and products such as the Magnificent Yangtze River - Poetic Three Gorges， Landscape - Magic City， World Heritage Tour， Tour of Food， and Hot Spring Wellness were presented at the 2021 “Feeling Beautiful China with the Heart” online promotion， allowing compatriots from Hong Kong and Macao to savor the magic allure of the mountainous citys culture and history.

The event was unveiled at five venues in Chongqing， Shanghai， Anhui， Hong Kong， and Macau through online interaction， introducing the “Yangtze River Tour” brand resources and products， as well as new routes， preferential policies， resort restoration， and epidemic prevention measures of the relevant provinces （cities） to Hong Kongs and Macaus travel trade and media representatives， encouraging more compatriots from Hong Kong and Macau to visit the mainland， and enhancing their national consciousness and patriotic spirit.

Zhang Xu， Vice Minister of the Ministry of Culture and Tourism， Edward Yau Tang-wah， the Secretary for HK Commerce and Economic Development Bureau， and Lei Wai Nong， the Secretary for Macao Economy and Finance attended the online promotion and delivered speeches via video links. Man Hongwei， Party Secretary of the Hong Kong， Macao and Taiwan Affairs Office of the Ministry of Culture and Tourism and level-1 inspector， relevant officials from the Hong Kong and Macao SAR Governments， representatives from the tourism industry in Hong Kong and Macao， some especially-invited travel agents from abroad， representatives from relevant provincial （municipal） departments （bureaus） of culture and tourism and tourism enterprises， and media reporters from the Mainland， Hong Kong and Macao were present.

In the promotion session of the Chengdu and Chongqing economic circle， the cultural and tourism departments of Chongqing and Sichuan Province， taking the theme of "Sichuan （Shu） and Chongqing （Ba）， as one family， share a history of connections over thousands of years"， made the thematic tourism lines and products such as the Magnificent Yangtze River - Poetic Three Gorges， Landscape - Magic City， World Heritage Tour， Tour of Sichuan and Chongqing Food， and Hot Spring Wellness， and Giant Panda the centerpiece， displaying a myriad of tourism resources and cultural heritages in Chengdu and Chongqing.

With the target positioning of “A Land of Natural Beauty， a City with Cultural Appeal” and the value positioning of “Traveling a Thousand Miles - To the Great Expanse” as its guide， Chongqing has accelerated to build itself into a “Worlds Renowned Tourism Destination”， continued to improve the international level of tourism， and expanded its international popularity and reputation， enjoying the honor such as “Worlds 10 Best Places to Visit” and “Worlds Top 10 Travel Destinations with the most Development Potential” by international travel magazines. According to a survey of the China Tourism Academy， Chongqing ranked first among Chinas must-visit cities in the post-epidemic period. In recent years， Chongqing has ranked No.1 in the tourist satisfaction rating of tourist cities across the country and topped the “West China Cultural Consumption Index” for two consecutive years. During this years May Day holiday， Chongqing received 10.198 million visitors and achieved a total tourism revenue of 12.47 billion yuan， occupying the third place in the country.

The head of the International Exchange and Cooperation Division of the Chongqing Municipal Development Committee of Culture and Tourism， the undertaker of the event， disclosed that Chongqing will seize the major strategic opportunity of building the Chengdu-Chongqing economic circle， align to the master plan based on the new development stage of the cultural tourism corridor in Ba and Shu， boost the opening up of Chongqings culture and tourism at home and abroad in a comprehensive， broad， and profound fashion， vigorously propel international exchanges and cooperation， strengthen regional cooperation at home， and intensify the promotion of culture and tourism to the outside world. Besides， efforts will be made to elevate the popularity and burnish the image of “A Land of Natural Beauty， a City with Cultural Appeal”

The Shanghai Municipal Administration of Culture and Tourism， in its promotion， started with the superior geographical location， exquisite culture in Shanghai style， and the mix of Chinese and Western cultures， with a focus on presenting ecological tourism with Chongming Flower Expo as its representative， urban tourism with Huangpu River excursions as its core， Shanghai-style culture and tourism with food and coffee as its essence. This exemplified the novel tourism style that highlights vitality and innovation， and typified the citys DNA – “open， innovative， and inclusive”.

The Department of Culture and Tourism of Anhui Province， centering around “Beautiful Anhui - Happy Wan River”， took three famous mountains （Mount Huangshan， Mount Jiuhua， and Mount Tianzhu）， three water systems （Yangtze River， Huai River and Xinan River）， and three cultures （Lao-Tzu and Chuang-Yzu， Tongcheng and Hui） as its context， showcasing the superb ecology， abundant resources， magnificent culture， and innovative creativity of the province.

It is reported that the Mainland and Hong Kong and Macao have long been the most important source markets for each other. After years of cultivation， the “Feeling Beautiful China with the Heart” promotion campaign organized by the Ministry of Culture and Tourism has played an important role in strengthening cultural and tourism exchanges and cooperation between the Mainland， Hong Kong， and Macao， and has been warmly welcomed by their travel trade.

Photos/Provided by the Chongqing Municipal Development Committee of Culture and Tourism